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Membership & Marketing Conference
Live from Baltimore!
It's the Best of the Alexandria Brown Bag
Your host: Talisa Thomas-Hall
Director of Membership and Affiliate Relations National Association for College Admission Counseling
May 1, 2009, 8:15 a.m. – 9:15 a.m.
Connecting Great Ideas and Great People
Featuring…
Scott Oser, President,
Scott Oser Associates, Inc.
Erik Schonher, Vice President
Marketing General Inc.
Kevin Whorton, Principal,
Whorton Marketing & Research
Today’s Hot Topics:
Economy’s Impact on Associations
Generational Engagement
Creative Marketing on
Shoestring Budgets
Facts
Coping Strategies
#1: The Economy’s Impact
on Associations
The Economic Impact
on Member Organizations
This is a Cultural Reality…
Adopt a mindset for doing more
for less.Scott Oser, Scott Oser Associates, Inc.
The Economic Impact
on Member Organizations
This is not the Great Depression!?
“During the Great Depression, a quarter of the
working age population was out of a job.”
The Economist
31%
18%
7%
14%
14%
19%
23%
31%
42%
60%
53%
47%
0% 20% 40% 60%
None of the above
Substantial # of
bouncebacks: newly-
unemployed/closed
Exit surveys/direct
comm. from members
lapsing
Decreases in normal #
of member inquiries we
would be receiving
Decreasing
participation in
activities/conferences
Decreases in
proportion of members
renewing
Trade
IMO
Membership Changes Seen, Past 6 Months
Results of economic survey of
associations completed Feb 2009
(N=342)
9% 9% 60% 1% 21%
64% 4% 31%
6% 45% 11% 37%
0% 25% 50% 75% 100%
Membership inquiries
Member retention
Conferences/ed.
Increase About same Slight decrease Moderate decrease Significant decrease
Magnitude of Impact on Associations
Mean= - 20.1%
Mean= - 7.4%
Mean= - 19.8%
Average change in bouncebacks due to unemployed, out of business: ↑ 13%
Average change in exit surveys referencing the economy: ↑ 38%
6%3%
30%34%
12%22%
14%15%
16%20%
25%29%
39%39%
43%48%
57%51%
66%69%
0% 20% 40% 60%
None of the above
Other
Changing our policies regarding 'carrying' unemployed or out of
business members for some period
Eliminating one or more specific campaigns that you would
otherwise have conducted
Choosing to delay implementing dues increases that would
otherwise have occurred
Instituted a hiring freeze, reduced outsourcing, or other staffing
changes
Adjusted revenue projections significantly downward to reflect
decreasing non-dues revenue
Adjusted revenue projections significantly downward to factor in
decreased renewal/retention
Shifting some of your existing activities to lower-cost methods such
as less mail/more e-
Implementing more 'touches' with new/existing members to bolster
relationships/retention
Trade
IMO
Plans/Actions: Positive Responses
22.9% 51.2% 25.9%
15.0% 25.4% 59.6%
24.6% 52.4% 23.0%
31.0% 43.1% 25.9%
18.2% 59.6% 22.2%
28.3% 59.5% 12.2%
30.8% 55.4% 13.8%
37.1% 40.9% 22.0%
28.9% 49.8% 21.3%
25.8% 57.0% 17.2%
42.9% 33.1% 23.9%
K
J
I
H
G
F
E
D
C
B
A
Increase Stay the same Decrease
ASAE: What’s Changed in the Past Year
A=Multi-day trade show/conference/convention
B=Education: 1 day or shorter
C=Education: > 1 day
D=Booth/exhibit sales
E=Online education
F=Other virtual programs/events
G=Publication sales
H=Sponsorships/funding specific activities
I=Individual/corporate unrestricted fundraising
J=Investment revenue
K=Advertising revenue
14.7% 33.0% 52.3%
5.0% 16.0% 78.9%
11.8% 31.4% 56.8%
13.7% 24.0% 62.3%
12.3% 50.8% 36.9%
57.8% 37.4% 4.9%
60.8% 30.4% 8.8%
11.3% 34.2% 54.5%
8.7% 37.9% 53.4%
16.6% 46.8% 36.6%
6.2% 27.6% 66.2%
K
J
I
H
G
F
E
D
C
B
A
Increase Stay the same Decrease
Expected Changes in Upcoming Year
A=Multi-day trade show/conference/convention
B=Education: 1 day or shorter
C=Education: > 1 day
D=Booth/exhibit sales
E=Online education
F=Other virtual programs/events
G=Publication sales
H=Sponsorships/funding specific activities
I=Individual/corporate unrestricted fundraising
J=Investment revenue
K=Advertising revenue
No significant
change
27%
Increase
5%
Decrease
64%
Other
4%
Increase
11%
Stay same
24%
Decrease
65%
Anticipated Changes in Revenue
Anticipated change in
total revenue
compared to last year
Impact you think the current
economy will have on
membership revenue in
coming year
Results of ASAE
economic survey:
results to date
(N=903)
18%13%
14%15%
18%16%
20%19%
24%19%
17%19%
43%27%
34%29%
26%34%
38%35%
43%36%
72%47%
57%56%
0% 20% 40% 60%
Restructuring member dues amounts for all members or any category of
member
Emergency (unscheduled) board/exec committee meetings on
anticipated/real loss of revenue
Reducing/curtailing products/services/activities included with
membership
Laying off staff caused by loss of revenue
Reducing/curtailing products/services/activities offered in addition to
member dues
Decrease in prices charged to members/others for product/services
Using reserves to address a revenue shortfall
Volunteer travel budget cuts (cutting expenses that were previously paid)
Modification of reserve investment strategy or policies
Renegotiating meeting contracts
Reducing the use of consultants or other outside vendors
Reduced attendance at your largest meeting, program or event.
Staff travel budget cuts
Already Occurred
Expect, Upcoming Year
Expect to Occur in Year Due to Economy
Results of ASAE
economic
survey: results
to date (N=903)
#2: Generational Engagement
Some of what we are seeing today reflects
long-term, generational factors.
Or, “It’s Not Just the Economy, Stupid”
-Bill Clinton (paraphrased)
Generational Engagement
What are some key tips, challenges,
and best practices to consider for
engaging various generations of
members?
Generational Engagement
Generational Motivators “Volunteer Management: A New Way to Prosper,” Talisa Thomas-Hall, 2008
Baby Boomers (1940 to 1960)
o Clear Policies and Procedures
o Security and Stability
o Being Value added
o Connection
Generation X (1960 to 1980)
o Being a part of the process
o Independence
o Promotion
o Professional advancement
Millennial (1980 to 2000)
o Quick responses
o Idea generating activities
o Instant rewards
o Information and training
Generational Engagement
How does technology play a role in
engaging members from different
generations?
#3: Creative Marketing
on a Shoestring Budget
The GOOD News…
Members look to their associations
more in times of economic uncertainties.“Ten Tips for Membership Marketing in a Recession”
Erik Schonher, MGI
Creative Marketing
on a Shoestring Budget
What’s working out there?
What’s being done or what’s changed
to effectively boost acquisition
and retention?
Creative Marketing
on a Shoestring Budget
“Most Americans sort
their mail over the trash can…”“Creative Marketing on a Shoestring Budget”
Raylene H. Kershaw, Marketing General Inc.
Closing Marketing Tips,
Answers from the Experts
Credits…
Host:
Talisa Thomas-Hall
Alexandria Brown Bag Founder & Facilitator
Director of Membership and Affiliate Relations
National Association for College Admission Counseling
Phone: 703-299-6837
E-mail: [email protected]
Website: www.theCEOnet.com
Join the Alexandria Brown Bag LinkedIn Group
http://www.linkedin.com/groupRegistration?gid=1479397
Connecting Great Ideas and Great People
Star Panelists
Scott Oser, President, Scott Oser Associates, [email protected]
Erik Schonher, Vice President, Marketing General Inc.
www.MarketingGeneral.com
Kevin Whorton, Principal
Whorton Marketing & Research
www.kwhorton.com
Connecting Great Ideas and Great People
Special Guest Stars
Alexandria Brown Bag co-Facilitator:
Cheryl Rothbart, Sr. Director of Membership & AdministrationAmerican Society of Consultant Pharmacists
Announcer:
Ingrid Thomas, Marketing & Communications ManagerInternational & American Associations for Dental Research
Guest Contributor:Raylene H. Kershaw, Sr. Vice President & COOMarketing General Inc.
Thank You!
Connecting Great Ideas and Great People