9 Things I've Learned about Associations This Year
by Shelley Sanner
McKinley Marketing recently held its annual company retreat where we had a rare opportunity to get away from everyday duties and share observations on the association industry. One of the most insightful discussions centered around our experiences working on-site for our association clients.
In 2009, McKinley took on several assignments that involved our staff spending a predetermined amount of time working on-site, filling various roles for our clients. This type of project is not only beneficial to our clients, but enlightening for our staff.
Following are 9 key takeaways from our experiences in-and-around associations in 2009.
1. Without your colleagues, you can't get it done.
Associations are successful because they find ways to break down silos and integrate the member and customer experience. If you're not thinking about how you can collaborate with your colleagues - and how what you do impacts your colleagues - you're probably not creating an integrated, valuable experience.
2. It's all about the communications.
Even small associations are staffed by very unique - and sometimes very different - individuals. If you feel that people aren't listening to you, then there's a good chance you need to look at how you're communicating, and how what you say is (or isn't) being delivered to the rest of the association.
3. People come to associations because they care... for the good and the bad.
Many of us in the association community are committed to spreading the word about our "little secret." We love our jobs, we love our members, and we love the industries and professions we represent. Sometimes this passion can cause us to protect policies and procedures and, in some cases, can perpetuate the status quo.
4. If you want to take the temperature of an association, go straight to the top - or the frontline.
At McKinley, we've worked with hundreds of associations of all types and sizes. When it comes to understanding the culture and dynamics of any particular organization, we generally see the greatest indicators of satisfaction and success at the board/executive level or right at the front line.
5. Social media + very excited young people = threat.
The fact is that social media at its best is probably nothing like what your association has ever done before. Social media is member-driven, spontaneous, unedited, and full of opinions - and it's usually most popular among young members and staff. If your organizational or governance structure doesn't allow for rapid and honest communication, then you need to think very seriously about how you're going to engage the 300 million active Facebook users who are uploading pictures and sharing their experience online. Chances are your members are among those 300 million.
6. Local, local, local.
When it comes to value, there is nothing more important to members than the value they receive from local chapters. If your organization doesn't have local components, think about how you can connect and engage members in other meaningful ways.
7. What associations want volunteers to do and what volunteers want to do are often two very different things.
Enough said.
8. Research is king.
In every challenging project we've ever tried to solve at McKinley, research has been the key to our success. It's incredible what you can learn by just asking the people who matter most.
9. At the end of the day, it's always, always about the members.
Members are the great equalizer. They put every difficult decision and every step forward into perspective. In this current economic climate, it's easy to remember to focus on members because they are making hard and tough decisions themselves (many of which involve their wallets), but the fact is that you should always be committed to putting your members front and center.