Category: Associations & Nonprofits

Is Your Association the Online Hub for Ideas?

Museums and associations, they’re more alike than you think.

  • Nonprofit mission-driven membership institutions governed by member boards
  • Engaging audiences through education
  • Traditional and hierarchic cultures
  • Professional staff siloed in departments
  • Risk-averse and slow-moving
  • Striving to remain meaningful to a growing younger market

While volunteering in two different museums, I overheard many staff conversations: they worry about the same things we do. When I read the blogs of museum professionals, I’m struck by how much we’re wrestling with some of the same issues.

Many museums are experimenting with new ways to engage with visitors and the public — fun short-term initiatives, like the New Museum’s visitor tweet reviews, and bold long-term steps, like the Walker Art Center’s new website.
 
The online museum community has been raving about the Walker’s new site, calling it “a game-changer” and “a potential paradigm shift for institutional websites.” What’s the big deal? And what can associations borrow from their approach?

Engagement catalyst

Like most museums, the Walker’s website was focused primarily on providing information about their collections, exhibits and membership. It was all about the Walker. Now the site is, in their words, “an online hub for ideas about contemporary art and culture, both inside the Walker and beyond.” They busted through their physical walls to start a conversation in the online world, where they engage not only those who might visit the museum in Minneapolis, but anyone interested in contemporary art and culture.

Please read the rest of this post about websites as industry hubs at the Avectra blog.

Adapt or Die

Brian Solis, in his post, The Importance of Brand in an Era of Digital Darwinism, talks about tone-deaf brands like Netflix that didn’t engage with customers and didn’t monitor social network conversations, consequently screwing up and losing their customers’ trust:

“Brands that fail to instill this level of confidence in consumers run the risk of falling to digital Darwinism. The brands that survive this era of economic disruption, will be the ones that are best able to evolve because they recognize the need and opportunity to do so, before their competitors.”

I wonder how many associations still think it’s business as usual. Many of the large national associations get it, but what about the smaller ones or state associations? They’re not reading the industry blogs. Just what are they reading? Anything? Many of them don’t belong to ASAE, and even if they do, are they paying attention?

Their boards don’t know any better. Why would they? They’re not association professionals.

Sometimes I feel like I’m mourning a patient that doesn’t even know it’s dying. It’s sad. A stupid loss.

The state SAEs, heck, everyone who cares about associations, can’t reinforce this message enough:

“What separates brands that fall to digital evolution from those that excel is the ability to recognize the need for change and the vision to blaze a path toward renewed relevance among a new generation of consumers.”

It’s no different for associations. As Solis says, #adaptordie.

Microvolunteering: More Opportunities for Member Engagement

“I wish I could, but I don’t have the time.”

Are you hearing that more frequently? As life becomes more complex, members have more options for spending their time and, consequently, more demands on their time. Juggling their work, family, and social lives with association service isn’t as easy as it used to be. The traditional membership experience—volunteering for committee and board service—requires a commitment of time and energy that many are no longer able or willing to give.

“The younger generation will change the dynamic of the membership and volunteer experience,” predicts Jill Eckert McCall, director of the ABA Center for Continuing Legal Education and past chair of the Chicago Bar Association Young Lawyers Section. “We want to engage and serve in ways that are very different than generations before us. We don’t just give lip service to work-life balance; we actually go out and get it.”

Bar associations have the opportunity to provide an alternative volunteer path for those of all ages who want to get involved, give back, and have a meaningful membership experience, but on their own terms.

Read the rest of my article about microvolunteering at the American Bar Association’s Bar Leader magazine website.

New Association Benefit: Social Dining

Have you heard of GrubWithUs? I hadn’t until I read this Fast Company article. GrubWithUs is a social network that arranges dinners with strangers at restaurants. You pay everything in advance, show up, have a most delightful time while getting to know several new acquaintances.

I would have LOVED something like this when I was single. Not so much to meet guys, although that wouldn’t have hurt, but as an easy way to hang out with new people for a few hours around a dinner table. I love that type of thing, especially when food is involved.

We had Meetup groups in Sacramento that did something similar, but the dinners usually attracted too many people. After a while, all the faces became a big blur — too much networking, not enough real conversation.

One of the top reasons people join associations is to meet and develop relationships with peers or prospects. Associations facilitate this by hosting conferences, volunteer opportunities and other events. Why not try the GrubWithUs model — small dinners for six to eight people? Here are some ideas:

  • During conferences and other meetings, like many associations do.
  • By geographic area for local members.
  • By conversation or brainstorming topic — pay for someone’s dinner and ask them to report back on ideas shared — market research!
  • By professional niche or interest.

Don’t focus on excuses to not do it – handling payments, staff time — you can find ways to make it work if you really want to.

The accounting department may have to become more nimble to pay the restaurant in advance, but it’s the 21st century, the age of PayPal, debit cards and taking care of business.

You might have to rely on volunteers. Thank them by paying or subsidizing their check, or giving them a promo code for an event or product.

Not everyone can afford to attend your conference to meet other members, but they will surely appreciate you making the effort to organize or facilitate member meet-ups.

Game Thinking: An Epic Win for Associations

I hear you. “Games, yes! It’s about time we looked at games.”

And I hear you too. “Games? You can’t be serious. Not at my association.”

Full disclosure, I’m not a gamer, so this is all a bit foreign to me too. I first started paying attention to games two years ago at a TEDx conference where I heard an IBM game designer talk about using games for training and education. Ever since I’ve been intrigued by the idea that game thinking can help associations deliver a better experience.

I’m not the only one. Game dynamics was the topic of last week’s #assnchat.

It’s tempting to dismiss any consideration of games by saying members are serious professionals and wouldn’t go for those shenanigans, but they do.

Games are the most downloaded apps. 72% of households play computer or video games. The average gamer is 37 years old. 42% of gamers are women. 55% of gamers play on their phone or hand-held device.

Here’s what I’m wondering: how can we leverage the principles of game design to make the membership experience or professional development journey more meaningful, or encourage online community participation?

Please read the rest of this post at the Avectra blog.

The Mark of Cain on Association Management

The last few nights I’ve watched news stories about Herman Cain and the National Restaurant Association (NRA). I can’t help thinking about the whole ugly situation through an association management lens. I’m not going to dive into the details or the political ramifications, and I certainly don’t intend to express any political opinions in this post. I’m assuming the best and the worst to get a complete picture for purely hypothetical reasons.

Imagine, instead of the NRA, this is your association. A never-ending story about one of your past CEOs (or elected volunteer leader) ends up on the nightly news. I’m sure it’s happened before, but I doubt the past CEO was running for president.

I feel bad for the NRA staff. You know everyone there is getting the third degree from their family and friends. Even though they’re in the spotlight dealing with a haunting situation from the past, work goes on — trade shows, educational sessions, publications, lobbying, research, event planning, member service – it doesn’t stop.

The story is still unfolding but I can’t wait. I keep thinking about all the issues it raises. It provides an opportunity to step back and say, “What if this was us?”

Crisis management

Above all, it’s a story about crisis management and communication. I haven’t been paying close enough attention to know how the NRA has handled that, but I’m not writing about them, so it doesn’t matter for my purpose. Every PR professional and CAE candidate knows you need to have a crisis management plan, just like you need disaster recovery and business continuity plans.

You also need to be out in front when a crisis hits. With social media, it doesn’t take long for a rumor to turn into a full-blown disaster. Even if you’re not participating in social media, you better be monitoring social media. You’d think everyone would know this by now, but I’m sure there are some organizations that don’t even have Google Alerts on their name.

I can only imagine the tension at NRA. I’m sure the HR and executive teams are in constant meeting mode. How stressful. I hope, for their sakes, they’ve been as open and honest as much as their confidentiality agreements allow. We see how Cain suffered because he didn’t appear as forthcoming and transparent as he should have.

Make sure your staff is informed about their roles and responsibilities during a crisis and they know what’s at stake for the association mission and members. At NAHB we had an ugly episode: someone on staff was hounded by an angry group for his part on a non-profit board – a board completely unrelated to the homebuilding industry. We expected protests and media at our front door. I don’t recall anything awful occurring, but we were ready. Everyone was informed enough to understand the situation and reminded about what to do if approached or contacted by anyone.

Brand management

I got really peeved off by some of the coverage of the NRA, especially when a ratings-hungry commentator portrayed the NRA only as the representative of national corporations, like McDonalds and Pizza Hut. He called for viewers to boycott NRA members while showing a dozen member logos (mostly fast food) and a headshot of NRA’s CEO. I guess he doesn’t care about all the employees whose earnings depend on those chains. I’m sensitive about this because I know from personal membership experience that NRA also represents, assists and educates smaller restaurants, like the independently-owned one I used to manage.

No matter what you think about the NRA, brand identity is the issue here. Is it clear from your homepage and other online outposts who your members are? What they contribute to the economy and community? Could you appear more human? Relatable? Likeable? Don’t be an easy target for rabble-rousers.

Culture and counsel

Innocent or guilty, the fact that there were three allegations of sexual harassment has to give you pause, even if they’re all baseless. I can’t help thinking, what type of culture leads to this? Or maybe all was well and this is just a case of three messed-up work relationships and the resulting misperceptions. One commentator asked Cain if he was the kind of CEO who made awkward comments to employees and didn’t know it. For the record, he did say “no,” but seriously, would he even know?

If those allegations were true, why didn’t anyone say anything to him about how others perceived his behavior? Because he’s the boss? Bring in the board chair to counsel him.

It’s an ugly situation. Maybe someday a brave soul from the NRA will do a conference session about how they handled it and lessons learned. Yuck. I wish everyone over there a hasty return to business as usual.

What other association management lessons are you seeing in this story?

Phones and Laptops at Conferences: Friends or Enemies?

This morning I was reminded that I spend a lot of my time in a world that’s very different than the world many others live in. Maybe I’m in a bubble.

When the citizens of my world go to an educational session or a conference, we bring our laptops and phones. We take them out, listen and type, tweet or text. This is how we digest information, learn and share.

But not everyone understands our behavior, including many in the association industry — people responsible for providing an effective learning environment for their attendees.

Is it really a question of etiquette?

Yesterday on the ASAE membership listserv an association director expressed his frustration that at a recent panel session 60-80% of the audience were on their phones or laptops. He found it disrespectful. In another session he discovered that some were taking notes but others were using email and Facebook or playing games. Should associations ask people to turn off their phones and laptops during a session?

Another association director likened the use of laptops and phones at conferences to their use at the dinner table or during staff meetings. He suggested that organizers politely ask attendees to turn off all electronic devices so they can better engage and learn. He believes this bad behavior will spread as smartphones proliferate and provide more access to the outside world.

Maybe I’m not the one in the bubble.

It’s not about you; it’s about us, the attendees.

If a speaker or moderator told me to turn off my phone or laptop, my first reaction would be bewilderment. My phone is on silent, why should I turn it off? I’m taking notes on my laptop. What if I want to tweet?

My bewilderment would turn to anger and resentment. How dare you tell me how I should learn? How dare you tell me how I should capture my thoughts and ideas? I’m eyeing the path to the exit door.

Learning and sharing tools.

Why do we use phones and laptops during educational sessions? Here are the positive reasons:

  • We take notes. Writing by hand is not as easy or speedy as it used to be for me. I can type quickly, delete, edit, highlight, bold, italicize and use color fonts on my laptop.
  • We tweet. We share information with those who can’t be here. Some of us might use Facebook instead to do this.
  • We communicate with other attendees. We go to conferences not only to learn but to also meet people and build relationships. We make plans to meet others for lunch, coffee or a beer.
  • We’re live-blogging. We might do this instead of taking notes or to provide a summary of the session to those who can’t attend.
  • We email or text reminders or ideas to ourselves and others.
  • If I’m lucky, I get into a special mindset at educational sessions. It’s professional development so my “work” mind is on. But, because I’m not in my office, I’m stimulated by new surroundings and information, and my mind goes into creative mode. Ideas appear out of nowhere about all kinds of things, sometimes not even related to the session’s topic, but that’s okay. I never want to shut the door to good ideas and I get a lot of them while sitting in sessions.

On the other hand…

Sorry, but there are just as many negative reasons why we’re on our phones and laptops.

  • Your speaker is not compelling. They read their presentation. They’re boring. They’re nervous. They’re selling.
  • We’ve heard it all before. It’s too basic. We’re bored.
  • The presentation isn’t being delivered in a learning style that works for me.
  • My brain is at capacity. It’s late in the day; I just can’t listen any longer.
  • I’m really not interested, but I had to come. I have work I need to get done, emails to check…

What’s in it for you?

Why should you encourage your attendees to pull out their laptops and phones? If you want them to have a rewarding and enjoyable learning experience, let them learn how they wish. If they choose to goof-off, that’s their choice, as long as they’re not bothering anyone. They’re adults wasting their own (or their company’s) money; you’re not their mother.

I suppose you probably spend a lot of money marketing your educational sessions and conference. How would you like free word-of-mouth (or word-of-mouse) marketing? Everyone with a phone or laptop is a potential ambassador of awesomeness if you provide them with an exceptional experience and encourage them to talk about it.

Help them help you. Give your attendees enough wifi, outlets and chargers. If wifi is too expensive at one venue, find another. Hotels and convention centers that don’t provide affordable wifi don’t deserve anyone’s business. It’s time for them to get out of the bubble too.

We all come to conferences from different worlds and perspectives. What works for you may not work for me. Keep that in mind and live and let live.

Ask Different Questions

“What keeps you up at night?” Its intention is good: discover what troubles people, their pain points, and try to address the underlying needs. But its roots are negative and focused on problem-solving instead of aspiration-pursuing.

Jeffrey Cufaude wrote this in one of his Leadership Limerick posts, The Mojo of Motivation. His “aspiration-pursuing” idea stuck with me. He’s right, when we think about strategic planning we tend to focus on problems and challenges. It’s a reactive mode. The proactive mode he suggests is so much more empowering, motivating and alluring.

We also fall back on the same old questions — “What problems do we solve? What issues do we address? — when we create membership marketing materials. Yes, we do need to show how the association experience will provide solutions and impact our members’ lives, careers or businesses. But what about the emotional aspirational angle? What other questions should we ask?

I’m finishing a presentation on blogging for the Association Executives of North Carolina Technology 20.11 forum. When talking about content strategy, I’ll discuss, as you would expect, identifying audiences and their content needs to help them solve problems and address challenges. I’m glad Jeffrey reaffirmed my desire to dream bigger and reach higher. We need to ask different questions if we want to create something better than all the other boring association blogs out there, and, believe me, I’ve done the research, there are many. He leaves us with a good question.

Instead ask, “What would make you leap out of bed in the morning?”

What would you ask?