HOW CAN ASSOCIATIONS PROVIDE ROI VALUE TO THEIR CORPORATE PARTNERS?
Many association sponsorships are transactional – with low visibility and recognition, banner ads and logos placed on websites and podiums at conferences. These are of minimal value to many companies. What sponsors and partners are really looking for is Return on Investment (ROI) value from associations. In fact, some companies are now increasing their sponsorship spending […]
FIND A BUREAUCRACY AND UNCOVER CUSTOMER SERVICE OPPORTUNITIES
What is the job of the IRS? It is to collect taxes to fund the work of the US government. Except depending on your viewpoint the job of the IRS could be something else entirely. In 2009 the IRS spent 11.7 billion dollars to do its job and in 2017 the IRS had 76,832 employees. So […]
CRM: CUSTOMER RELATIONSHIP MANAGEMENT
CRM is one of the most effective ways to manage sales prospects and then segment them into any number of categories. It is a database driven technology that allows your sales staff to track prospects through the sales process and develop promotional campaigns specifically targeted to companies within each segment you manage. Using a CRM […]
THE FULL POTENTIAL OF THE CHANGING FREELANCE ECONOMY
he American workforce or rather the workforce around the world is seeing trends of independent workers increasing in numbers, Millennials with strong entrepreneurial spirits wanting to take matters of financial stability into their own hands, increased virtualization of association offices, increased technology-enabled efficiencies and time savings, etc. I think this is a natural evolution of […]
SEGMENTING YOUR MARKET – A CASE STUDY
In Segmenting Your Market – An Overview, we introduced the topic of how associations have more than just diverse members, but how industry suppliers or similar communities present a varied market to be examined. The following charts illustrates an example of this: As the chart illustrates, each of the five industry suppliers executes their own marketing […]
SEGMENTING YOUR MARKET – AN OVERVIEW
Most of us today are accustomed to receiving advertising from companies that are based on our behaviors in the marketplace. For example, when we search for a product on Amazon, we are offered similar or complementary items based on our previous purchases and searches and our behavior in the marketplace. This is the result of […]
A futurist’s view: On the Amazon of certifications
Association leaders need to be futurists and makers. It’s that simple. We can no longer bask in the effervescent glow of 100 year-old business models and think our non-profit halos will protect us from massive disruption. It’s time to reinvent. Get nervous: Be bold If you’re not designing a new future for your association right […]
ASSOCIATION EMAIL IS DYING
Email is ridiculously important to the health of our association because at most associations email is by far the most used channel to communicate with our members. But email is in trouble! I am not going to address deliverability (although that is a problem). We are not going to talk all the new filters that purposely […]
WEIGHING THE RETURN ON NOT INVESTING
A while ago, while keynoting a conference on using data and new technology, and there was one particular person in the audience who was full of questions. This person was asking about the Return on Investment (ROI) on this, that, and the other. At a certain point, I got off the stage, walked up to this […]
On becoming the Netflix of associations
What does it mean to build a purpose-driven organizational structure? I don’t mean just aligning various departmental visions, or stamping down silos that might be blotting out communication in your existing organizational hierarchy. I mean actually creating a structure that is, from every angle, purpose-driven. Answering this question has been an integral part of a […]