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Engage First, Grow Further: Membership Strategies

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Seasoned association leader Avi Olitzky joined us on Oct. 15, 2024, to share how membership engagement can lead to improved member retention and attraction.

Focus on service

Avi’s first message is that the goal of associations should be to serve members, especially in a post-COVID world. This focus helps us stay true to our association’s mission. If you’re serving your mission, people will scream your praises from the rooftops. Think about a great restaurant: they may need to do a little marketing to begin with, but after that, word of mouth will build the business. You’re still recruiting, but others are doing the work for you. 

The minute you label yourself as a “nonprofit,” you put on an unfortunate blinder that you’re coming from of a position of scarcity. The difference between a nonprofit and a for-profit is that a nonprofit puts any excess money back into the mission. But nonprofits need to learn how to develop a mindset of abundance. 

Avi says that beginning in 2016, society entered an era of hyper-transition. Innovation is central to staying relevant in this environment. The benefit provided to your member will be out of date by the time they realize they’re getting it, and you need to focus on the next benefit that is coming. 

Connect regularly

Connect with members every quarter or every month to be sure they’re using the benefits you offer. If you engage members regularly and well, members will be your ambassadors. But this doesn’t mean sending multiple emails every week! Instead, find ways to go deeper. Perhaps each board member could call a few members and have a conversation about what they need right now.  

Measure Success

We also need to find new ways to measure our success. Net Promoter Scores don’t speak to the happiness factor. We must figure how happy and engaged members are now compared to the past. This will require quantitative and qualitative engagement measures. Quantitative measures show how many people are using the association’s services or how many people you’re connecting with regularly. Qualitative engagement is about measuring happiness, which is a more profound conversation.

Use AI

As many of our Associations Trends Talks presenters have stated throughout this year, Avi says that we all need to start using AI in some way. Use it to assist you in prediction and to help you move faster as you innovate. You’ll need to test the results with pilot projects and test cases, but AI will help you generate ideas. 

Additional resources: 

Watch webinar on-demand

NotebookLM.google (creates podcasts from PDFs) 

Great by Choice by Jim Collins

Master of Change by Brad Stulberg 

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Yearly Wrap-Up With David Ewald 2023

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In this episode we welcome back David Ewald, CEO of Ewald Consulting, to review association trends of 2023 and discuss what we may see in 2024.

Takeaways:

  1. Hybrid Events are (Still) Here to Stay

Hybrid events, combining in-person and virtual components, have evolved into a significant and lasting trend. The adoption of virtual meetings, particularly during the pandemic, has demonstrated the benefits of extending reach, accessibility, and flexibility. Organizations now see the value of offering hybrid options, providing attendees with the choice to participate in-person or virtually, making events more inclusive and reaching a broader audience.

  1. The Future of Technology in Associations

The discussion emphasizes the need for associations to stay on top of technological advancements beyond just AI. David anticipates continued evolution of mobile technology in the association space, encouraging organizations to embrace and optimize the mobile experience for members. Additionally, the potential integration of virtual reality in conferences and events is highlighted, posing a question about the future possibility of attending virtual meetings using VR technology. The constant evolution of technology is seen as a significant factor that associations must navigate to stay relevant and effectively serve their members.

  1. Ongoing Challenges and Strategies for Associations

David underscores the enduring challenges faced by associations, such as budget constraints, changing demographics, and the need to diversify revenue streams. As associations navigate these challenges, the focus is on maintaining financial stability and operational effectiveness. Strategies discussed include meeting members where they are, understanding and adapting to demographic shifts, and finding innovative ways to generate revenue. Associations are encouraged to proactively address these ongoing challenges to ensure their sustainability and continued impact in the years ahead. Organizations also continue to face changes in workplace dynamics as we continue to determine what work will look like post-lockdown. All these things are important for associations to consider as they set goals for and navigate 2024.

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Associations Next: How Content Can Enhance Your Mission

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In this episode, we welcome back Mike McIntee, Director of Content Development and Management at Ewald Consulting. We review why content is crucial for modern associations, and go over some of the projects the content team has completed in the past year. People are the most important part of what we’re doing as associations—and the right content can bring the enthusiasm and buy-in we need to succeed.  

Takeaways: 

  1. Content is a tool for engaging and connecting with members by making information memorable. Content development includes various mediums, such as video and audio podcasts, to break through the daily email clutter and capture members’ attention using strong storytelling. Surveys tell us that people who watch these videos have a more positive attitude toward the association. 
  2. Virtual content should be better than a Zoom meeting. You can elevate the virtual engagement experience for members, especially in a post-COVID world. High-quality livestreaming experiences feel more like television programs rather than standard Zoom meetings. This approach aims to connect remote viewers with the live event, making it more enjoyable and interactive. 
  3. There so much more to explore. Just some of the ideas discussed include “hype videos” to build anticipation for events, using animation to explain concepts, and using informative videos to attract individuals to careers or industries they might not have considered. 

 

 

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Associations Next: What Even Happens in a Board Meeting? With Laurie Krueger, CAE

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In a recent conversation with Laurie Krueger, an account executive with Ewald Consulting and an Executive Director for multiple international associations, we learned about how to make the most of your board meetings. From preparation to execution, Laurie shared valuable insights on how to make these necessary gatherings more efficient and productive. 

  1. Preparation is Key. Board meetings don’t just happen on their own; they require meticulous preparation. Laurie emphasized the importance of starting the process 3 to 4 weeks in advance. This includes drafting the agenda, working with officers to refine it, and collecting all necessary documents. Distributing this information at least a week ahead of time allows board members to review, ensuring a more meaningful discussion during the meeting. 
  1. Efficient Meetings Require Engagement. Laurie highlighted the significance of active engagement during board meetings. She encouraged board members to come prepared by reading reports and documents in advance. This not only saves valuable meeting time but also ensures that discussions are focused and productive. Furthermore, she stressed the need for respectful communication and steering the conversation back on track if it veers off course. 
  1. Post-Meeting Actions Matter. After the meeting adjourns, Laurie’s work is far from over. She compiles meeting minutes, tracks action items, and follows up with relevant parties promptly. Effective post-meeting actions ensure that decisions are implemented, and the organization continues to progress efficiently. 

Board meetings are a crucial aspect of organizational management. By following these tips from an experienced executive director like Laurie Krueger, you can transform these meetings from time-consuming ordeals into productive sessions that drive your organization forward. 

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Who’s Got Your Back? Talking Sponsors with Lucas McCann

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In this episode, we revisit a 2022 episode featuring Lucas McCann, President, and CEO of Big Red M, an association management firm based out of Virginia. We will discuss sponsorship sales in a volatile environment and how you can make the most of your sponsors.

Takeaways:

  1. Sponsors are out there. Despite the disruption to live events, sponsors are ready to come back in person or in a virtual capacity. Many associations have expanded sponsorship options to include more virtual and hybrid events.
  2. Understand the sponsor’s value proposition as well as the members’ needs. Would each party work well for the other? It is important to consider what impacts, good or bad, could come from a sponsorship.
  3. Don’t be afraid to say no. If a sponsorship is not a good fit for your organization, it’s better in the long run to give a prospective sponsor feedback up front.
  4. Communicate well. Ask the sponsor after the event if they found it beneficial and ask your members the same. These questions will help you maintain relationships and potentially develop a fruitful partnership with your sponsor.

 

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Associations Next: A Wild Ride

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In this episode we are joined by Government Affairs Director Valerie Dosland, and Government Relations Specialist Alana Martinson, who take us through the wild ride of the 2023 Minnesota legislative session. They remind us of the importance of having a government relations strategy for your association.

  1. Despite the partisan dynamics, the legislative session saw instances of collaboration and bipartisanship. Some bills and initiatives received support from both Democrats and Republicans, highlighting the potential for finding common ground on certain issues. This collaborative approach among the House, Senate and Governor’s office resulted in the successful passage of several bills, demonstrating that bipartisan cooperation can lead to effective governance and the achievement of shared objectives. 
  2. The session discussed had a historic budget surplus of over $17 billion, which provided opportunities advance priorities and accomplish goals for our association clients and for other lobbyists. 
  3. The session saw a DFL trifecta, with the Democratic-Farmer-Labor Party controlling the governor’s office, the House, and surprisingly, the Senate. This contributed to the passage of many bills and the implementation of priorities such as paid family leave, labor provisions, tax changes, and investments in areas like education. 
  4. The session highlighted a surge of retirements among legislators before the 2022 elections, and an influx of new legislators with ambitions and high levels of activity. The increased number of bill introductions posed challenges in tracking and managing the legislative process. Furthermore, the session witnessed a diversification of representation in the legislature, with more legislators of color, the first African-American president of the Senate, and vocal caucuses advocating for specific priorities, such as the queer caucus. These factors demonstrated a generational change and its impact on legislative outcomes.  
  5. It’s extremely important for people from all parts of Minnesota (and from all walks of life) to provide information to legislators. Associations are a key resource to educate legislators and state agencies about positive and negative impacts of proposed legislation. 

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Associations Next: The Roof Over Your Head

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In this episode, we are joined by Ewald’s Art Director, Nicki Brunner, who gives us insight into how to brand your association to reflect your identity and mission. 

Takeaways: 

  1. Consistency is key: Strong branding is crucial for associations as it helps establish recognition. A cohesive and coherent brand allows both members and non-members to easily identify and recognize the association, enhancing its overall success. 
  2. Build thoughtfully: Associations should be cautious about creating too many offshoots or sub-brands that can overshadow the main brand. Maintaining a consistent voice and messaging throughout board turnovers and volunteer changes is essential to retain the association’s identity and mission. Additionally, inclusivity should be considered in branding to cater to potential audiences and avoid excluding potential members. 
  3. Evolving branding trends: With the rise of virtual events and technological advancements, branding has evolved to adapt to multiple platforms and electronic marketing. Associations need to ensure that their branding remains consistent across various channels, including webinars, podcasts, and websites, to maintain recognition and cohesiveness. AI tools and technologies can be explored to save time and personalize branding based on association or member data. 

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Associations Next: The Art of the Ask

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 In this episode, we are joined by Dave Sternberg, CFRM, author of Fearless Fundraising for Nonprofit Boards and founding partner of Loring, Sternberg and Associates. He walks us through the planning process of fundraising, best practices, and how to measure results. 

 

Takeaways: 

  1. People want to make a difference. Dave reminds us that the United States is one of the most generous countries in terms of individual giving. Whether you’re a 501c(6) or 501c(3), there are donors or sponsors out there who want to give to you.
  2. Be sure to budget enough money to raise funds. Whether you use direct mail, email or other methods, ensure that you plan for all the expenses involved.
  3. Your donors are not ATMs. Raising funds is all about relationships. Individual donors and corporate sponsors are rarely a one-and-done deal. Foster these relationships by bringing them in on your mission and communicating often
  4. There are more ways to measure success than just the money. Dave recommends going to your donors and sponsors and asking about their experience in giving. Are they more engaged? Do they feel they made a difference? Are more people engaged in the work? Fundraising is so much more than just the dollars.
  5. You are not asking enough (measured in frequency and quantity). Dave says that you’ll know when you’ve tapped a sponsor or donor too much when they tell you so. Don’t hesitate to go back, explain why you’re asking, and see what they say. It’s all for a good cause. 

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Associations Next: What’s Your Type?

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In this episode, we are joined by board governance expert Michael Wyland of Sumption and Wyland. We discuss assessing your board members to help everyone on your board better communicate and understand each other so you can get things done as a group.

Takeaways:

  1. No personality type is good or bad. Remember, this is simply a tool to use to help your board communicate better rather than a test to see who has a “good” or “bad” personality. Having common language and awareness of our strengths and weaknesses helps everyone understand others better.
  2. This is a simple, but very effective exercise. You can simply have your board take the Myers-Briggs Type Indicator test online and discuss as a group. The beauty is that you can make it as simple or complex as you like, upping your game to more sophisticated tests such as the MBTI, Gregorc, DISC, and Family Systems Theory tests.
  3. Use the information to adapt your communication style to those on your board. Board members are likely to process information in different ways. As a leader, you need to meet your members where they are. If your board member prefers email, use email. If they prefer texts, or phone calls, or Zoom, match their needs.
  4. Every time a board changes its membership, there is an opportunity to change the communication styles of the board overall. Assessing personality types and communication styles is an ongoing process.

 

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Associations Next: Gen Z In The Boardroom

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In this episode, Ewald associate account executive Liz Anderson and Think LA board member Celine Chai, previously featured on BBC, join us to discuss what it means to be a Gen Z board member.

Takeaways:

  1. Gen Z is resourceful. This generation grew up on computers, tablets, and more. They have access to lots of information and know exactly where to get it. This resourcefulness makes them flexible and capable.
  2. Some Gen Z members may not be confident. As Liz and Celine point out, many are fully capable of carrying out the tasks required for their role — but may be intimidated in the board room. Be an advocate and help them get their voice out there.
  3. Their perspective is valuable. As one of the most diverse groups to date, Gen Z is socially conscious and aware of what is happening in society. They also consume more media and generally have a heightened awareness of social issues.
  4. They aren’t kids anymore. As Celine mentioned, the public is beginning to shift their attitude towards Gen Z and recognize that they are now adults who can contribute to the mission of your organization.
  5. Gen Z is not a monolithic generation. We need to recognize that there are many niches within the group.

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