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DAMIAN HUTT
Associations NetworkExecutive Director
Opportunities and growth of Associations
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Overview of Associations Network
• 15,000+ members & subscribers• Associations Congresses – x 3 per year• Association CEO Meetings x 5 per year• Education Forums x 10 per year• Association Awards x 2 per year• Online Training• Portal: www.associationsnetwork.org• Association Insights Magazine• Research Reports• #AskAssns
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Challenges faced by associations
Your challenges
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Your Challenges
• Write down your challenges• Discuss and synthesize• Identify top challenge• Review
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Global Challenges
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Challenges“How to attract more members who
can afford to attend our events”
“Creating engagement”
“Transition from an association to
a Community”
“How do you engageNew and Younger members”
“How we can remain relevant”
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Challenges “How to provide tangible engagement
to our current and new members”
“How can we create a
sustainable association”
“How to attract and retain a diverse
membership & stay relevant”
“How can we deliver the right values to a new generation of members”
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Challenges
“How can we address competition from
profit organisations”
“How can we secure income”
“How to become nimble despite having a board”
“How can we optimise and communicate our value proposition”
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Challenges“How can we grow our events to create
new revenue streams”
“How can we evolve into an innovative organisation with a business environment”
“How to balance revenue and compliance”
“How can we retain and gain members
and delegates”
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Review of issues raised• Little understanding of what members want• Engagement • Community Online• Revenue
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“Future Pitfalls?”
• Keeping up with technology
• Regulation• Consolidation• Commercial
competition
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Strategies for Growth
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Tool up and Wise-up
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Ask Members what they want
• Call them• Evaluate all products• Survey them• Network
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Customer RelationshipManagement
• Customised member experience
• Know your membersbetter
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Valuable offering
• Not enough that peoplewill just buy/attend
• Invest in research• Price to value• REFUTE:
associations = cheap
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Learn from your Peers
= different sectors= different types= all size associations= USA / Europe / UK• Attend Association events• Engage online• Share best practice
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Board & Executive
• Grow employed executives• Executives concentrate
on how• Board on long-term• Executives: ASK from
your board
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Growth opportunities
Sources
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Increase sales to community-Produce more relevant events-Market the benefits-Understandyour customersbetter
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Grow your customer base-Examine new potential target groups-Grow current groups with better outreach
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Develop Sponsors > Partners • Old: Unwelcome necessity• New: “You are welcome”• They become part
of the process• Main new
customer Source
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Re-purpose what you have• Webcasts Events• Recordings of Events• Post-event publications• Knowledge bank
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Create new products• Training courses & CPD• Online Training with your best
speakers and consultants• eLearning• Research reports• Industry
directories
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Marketing and promotion
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#TweetWhileYouEat
#AskAssns Hour
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What is it?• Themed discussions on
twitter at a set time• Driven by key association
figures and experts• Hosted by the association
Association
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Involvement• Listen• Ask• Contribute
Questions/Comments: Add #Ask??? to TweetsFollow: Search #Ask???
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How often?
Monthly > Weekly
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Planning
• Set themes a month ahead
• Promote requests for topics
• Market it, and Request questions
• Phone members for questions
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Who, Where and When?
• Invite very active guests
• One Expert, 2 practicioners
• Launch - Get them together
• Facilitator
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Promote
• Website page/subsite• Live Twitter feed
• Schedule of events & topics
• Form to propose Issues, or questions for a Session
• Initial promotion• Explain who does this successfully
• Explain what you want this to be
• Invite them on the journey
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Creating conversations
that sell
developed by John Scarrott
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PUSH>
PULL
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Some of the potential applications of the strategy
• Bringing new members to your association
• Getting your existing members to stay
• Getting delegates to attend events
• Increasing your Twitter followers
• Growing your LinkedIn group
• Livening up your Linked In group
• Creating positive media relationships
• Creating momentum behind a campaign message
• Raising the profile of your Association
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The New Route
• Community-Influencers
• Content - Sharing stories
• Conversations - Stimulating discussion
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Step 1: Community- Find your Influencers
• Innovators and early adopters• Identify by behaviour• Mission• BenefitEverett Rogers 1962
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Step 2: Content- Find your Stories
Members are heroes.Sell them.They are Lights on the runway.
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Step 3: Create your Conversations
• Bring people together
• LinkedIn discussions
• Generate light heat and energy
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Step 3: Create your one-to-one Conversations
• Identify the ‘wavers’.
• Invite them to a conversation.
• Useful conversations.
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Share your insights
• Community - Influencers
• Content - Stories
• Conversations – Stimulate discussions
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Whole room discussion
• What do you think about the responses? Easy or difficult to answer?
• Did you hear new ideas or was it already known?
• Think about Next steps?
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Know your members better
Adopting Customer Relationship Management
45
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Transactional systems vs CRM Member-centricity
Finance
Website
triggers
Billing
MarketingRelationship
Managers
Call
Centr
e
Stor
esMember
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Putting your contacts at the middle of your world
• Membership systems tend to be transaction-based• They centre on membership pricing and renewals, items sold, etc• They have contacts bolted on to this, and commsmethods bolted on to
contacts • CRM systems are contact-and organisation-based
• They centre on contacts grouped into organisations• Membership level pricing and renewals, orders taken, etc are linked to the
contact• As are campaigns, service calls, all correspondence of all types, plus large
amounts of other data • CRM systems hold lots of contact-centric information that
can be segmented
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A quick test….transaction-or member-centric?
Transaction-centric• Products, services and
communications standardized
• Members indistinguishable
• Talk at members• Success = getting more
members
Member-centric• Products, services and
communications are mass customized
• Members treated as individuals
• Talk with Members and remember
• Success = better service so keeping& growingmembers
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Not a Substitute for Traditional Marketing A Performance Improver!
Understanding members & customers
Managing member & customer service
Managing experience and engagement
Understanding the market
Understanding competitors
Managing sales operations
Managing marketing campaigns
Communications
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How should CRM assist?
Product & price
Product development through evaluation of product preferences or requirement
e.g. CPD interests
Identification of ‘holes’ in the offering
What do we NOT offer
Opportunities for packaged offerings
What combinations or sequences are followed
Geographical/demographic trends
Pricing policies
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How should CRM assist?
Promotion• Segmentation & clustering• Proposition - up-sell / cross-sell / retention marketing• Strategic communications• Management of touch points and engagement• Relationship building• Segmented research – a constant finger on the pulse
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Place
Where is business NOT coming from?
- Geography
- Profile
Direction for investment in marketing
Direction for partnerships
How should CRM assist?
Positive Representation
Negative Representation
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People
Much of how members rate the experience hinges on the person delivering it
• Staff will need to (appear to) have a good level of knowledge of the member in order to fully engage
• Access to information about the member improves professionalism, courtesy, empathy, discretion and tact
People are key in the collection of valid, quality data
• Training
• Skills
How should CRM assist?
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Process• Marketing process and
workflows to manage:• Membership journeys• Nurturing of prospective
members• Members getting the same
answer to an enquiry from anyone in the organisation
• Performance driven tactics• Response handling• Renewals
Enquiry
New ContactLook up Capture qualifyingdata into database
YES
Look at CustomerInformation on
database
NO
Fulfill enquiryPrepare and send
information
Follow up +3 days
Iterative
Create survey letterto investigate why
BUY/NO BUY
NOProduce and send
documentationYES
How should CRM assist?
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How should CRM assist?
Performance
Setting and measuring achievement of goals and KPIs
‘Potted’ and ad hoc reporting
Tailored views of performance
by department, user, interest
Dashboards
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Touchpoints of a CRM
RENEWALS
DATABASE
MEMBERSHIP
EVENTSBRANCHES &
SIGs
ACCOUNTSTRAINING
SALES
OTHER TOUCH POINTS
SURVEYS
CPD RETURNS
WEBSITE
MAGAZINE /NEWSLETTER RESPONSES
ENQUIRIES/HELP LINE
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Basic Strucutre
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CRM systems
• CRM infrastructure by large multinationals• Partners develop environment within it to suit
associations• Traditional membership systems come from much
smaller players• Two main CRM platforms –
Microsoft Dynamics CRM and Saleforce.com• Others –
Zoho, Sage, etc• Integrate smoothly with may tools:
- Email, Survey, Event apps, file management- Invoicing, Publishing, Education
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Can you get a Single View, and thus Member Insight?• Membership systems do not often hold all the info
you need• Difficulty in customisation means this is hard to change
• Resulting silos of data in multiple sources means no single view of the vendor
• Integration is not well supported
• CRM systems can be customised to hold all you need
• A good partner will customise your CRM system to hold specific data key to your needs
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Can you get a Single View, and thus Member Insight?
• But some of it will exist elsewhere so you may need to integrate to accounts systems, your web site, document management etc
• CRM systems can be integrated to pull data from in other systems, and push out
• The aim is for ALL relevant data to hang from the member / stakeholder record
• …..now you can start to SEGMENT and ANALYSE
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Do you see data, or get information and trends?
• So one comparison with CRM is one of storage vs analysis• CRM systems allow understanding Membership
behaviour
• Grouping similar behaviours
• What campaigns work?
• What courses are interesting?
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Do you see data, or get information and trends?
• CRM systems have powerful reporting and analytics tools• Closed loop campaign response tracking
• Full service call history
• Full communication history
• BI/Analytics, to help you understand graphs & trends
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Do you see data, or get information and trends?
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Can you treat different members differently?
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Can you interact with your marketplace?
• Good CRM systems will also give you• Customer surveys with information captured directly for
analysis• Tracked emails to group support or marketing
conversations• Web site visitor capture and creation in CRM• Social media• Events and conferences• Multi-stage email support with selective paragraphing• Closed loop marketing feedback
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Recap
• Traditional membership systems are not member-centric and are inflexible
• CRM systems are customisable• CRM systems are excellent at integrations (with
the right partner)• CRM systems allow you to store all relevant data
in a Single View• You can then segment and analyse that data• You can use processes to take action on that data• You can use the system to drive your business
strategy
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Q&A