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Associations Trends Talk Takeaways: Build Winning Association Sponsorship Programs

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Blake Finger, Betsy Pierre and Bruce Rosenthal — experts in association sponsorship and sales — held a lively discussion of trends and top tips for building successful sponsorship programs. Seven of the key takeaways from the conversation include:  

Why Non-Dues Revenue Is Important (and Challenging) 

  • Vendor Value: It’s important for associations to provide ways for vendors to reach their target markets. 
  • Understanding Market Reach: Associations may not always fully grasp the value of the audience they can offer. 
  • Need for More Revenue: Associations require additional sources of revenue, while members demand more content. 
  • Post-COVID Shift: Sponsors are now looking for measurable results, making it harder to secure support if the value isn’t clearly demonstrated.

The Role of Associations in Vendor Relations 

  • Multiple Roles: Associations must manage relationships with clients, boards, and committees. 
  • Effective Outreach: Ongoing follow-up is necessary to build commitment. 
  • Experience Matters: Associations need to know how to ask the right questions and deliver a good experience to sponsors. 
  • Follow Through: Ensure that promises made to sponsors are followed up on. 

Building Long-Term Relationships with Sponsors 

  • Understanding Sponsor Goals: Associations need to understand a sponsor’s business objectives to create a mutually beneficial relationship. 
  • Key Question: “How does your company measure success?” is a valuable question to ask potential sponsors. 
  • Going Beyond the Ask: Ask about sponsors’ goals in detail; there might be additional ways you can help, beyond what they initially requested. Or if you’re unable to fulfill a request, there may be a more helpful alternative. 
  • A la Carte Options: Smaller companies may prefer more flexible, cost-effective options rather than committing to large sponsorship packages. 

What Companies Want from Associations 

  • Business Development: Companies are looking for opportunities to grow. 
  • Brand Differentiation: They want to stand out in the market. 
  • Thought Leadership: Companies want to be seen as leaders in their industry. 

Involving the Board and Other Stakeholders 

  • Get the Board on Board: It’s essential to engage the Board of Directors and have open conversations. Committee leaders (especially related to conference planning) can also be very useful in developing sponsor programs and/or identifying potential sponsors. 
  • Vendor Engagement: Associations should not only focus on serving their members but also pay attention to vendor needs, because it ultimately benefits members. 
  • Involve Vendors: A Partner Advisory Council (or similar group) is a great way to hear directly about vendor concerns. While some associations use a standing committee, others are successful with focus groups or task forces. 

Innovative Sponsorship Ideas 

  • Engagement Offerings: Encourage sponsors to think differently about how to engage attendees. Examples: Puppy stations, barista stations that encourage people to post selfies from the event. 
  • Political Climate Opportunities: Associations should be aware of the current political and economic climate and how it can impact their vendors and members. Start the conversation on how to approach these issues. 
  • Task Force Creation: Create a task force with committee members and corporate partners to address hot issues like the impact of tariffs. 

Implementation Steps for Associations 

  • Understand Your Association’s Strengths: Assess what your association is already doing well and why. 
  • Evaluate Competitors: Look at what other associations in your space are doing and how they’re compelling vendors. 
  • Be Realistic with Timeline: Assess your timeline and target companies. Are they too big for your association? Does it make sense for them to attend your conference? 
  • Flexibility in Planning: Be open to changing your plans based on the political or economic climate. Consider the structure of your conference — does it need to be condensed or expanded? Adapt as needed. 

Watch the video of this webinar for all the details and ideas. 

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Secrets for Citizen Lobbyists: How to Testify at the Minnesota Legislature

The Impact of Citizen Testimony: Real Stories from the Capitol

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Introduction

The legislative process can often seem opaque and inaccessible to the average citizen. However, personal testimonies from constituents play a crucial role in shaping policy decisions. In this post, we’ll share real stories of how citizen testimony has made a significant impact at the Minnesota Capitol, illustrating the power of public engagement. For more inspiring examples and practical advice, watch our video on testifying before the Minnesota legislature.

The Role of Citizen Testimony

Citizen testimony provides legislators with valuable insights and firsthand accounts of how proposed laws affect their constituents. Unlike lobbyists, who represent specific interests, citizens speak from personal experience, making their contributions unique and highly impactful.

Case Study 1: Affordable Housing Initiative

One powerful example of impactful testimony comes from a recent affordable housing initiative. A constituent who had benefited from housing vouchers shared her story before a legislative committee. She detailed how the vouchers helped her transition from homelessness to stable housing and eventually to home ownership. Her testimony highlighted the real-life benefits of the program, helping to sway undecided legislators and secure additional funding for the initiative.

Case Study 2: Environmental Protection Bill

Another compelling story involves an environmental protection bill. A local farmer testified about the detrimental effects of pollution on his crops and livelihood. He provided data on crop yields and health issues in his community, linking them directly to pollution from nearby industrial activities. His detailed, fact-based testimony helped pass stricter environmental regulations, protecting both the environment and public health.

Why Your Testimony Matters

These stories underscore the importance of citizen engagement in the legislative process. Here’s why your testimony can make a difference:

  • Humanizing Policy Issues: Personal stories help legislators understand the human impact of their decisions.
  • Providing Expertise: Constituents often have valuable knowledge and experience that can inform better policymaking.
  • Influencing Outcomes: Well-crafted testimony can sway undecided legislators and build support for or against a bill.

Tips for Effective Testimony

To make your testimony as impactful as possible, consider these tips:

  • Be Authentic: Share your personal story, share the truth and speak from the heart. Authenticity resonates more than rehearsed speeches.
  • Be Prepared: Research the bill and understand as best as you can its implications. Provide data and evidence to support your points.
  • Be Concise: Respect the committee’s time. Focus on the most important points and stay within the allotted time.

Conclusion

Public testimony is a powerful tool in the committee process. By sharing your experiences and insights, you can help shape the laws that govern your community and state. For more real-life examples and guidance on how to make your testimony effective, watch our video on testifying before the Minnesota legislature. Remember, your voice matters. Engage with your legislators, testify before committees, and make a difference in the lives of Minnesotans.

color photo of a person holding a lightbulb in front of a sunrise

Remaining Relevant amid Rapid Change

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Everything Is Changing. Where Should You Focus?

By David Ewald

Today’s associations are feeling the effects of new work styles, changing technology, and policy shifts from the new administration. Staying relevant in this environment isn’t easy, but it is possible. Here are four areas where associations can focus their efforts to remain valuable to members and partners.

1. Adapting to New Ways of Working

Remote and hybrid work are common in many industries, while in others there is a recent “return to work” trend. Still, employees want flexibility, and they expect their associations to meet them where they are—whether online or in-person. This means offering more virtual events, online community forums, and on-demand resources. Younger professionals, in particular, want easy-to-use digital tools and frequent feedback. Associations that embrace these expectations can strengthen member loyalty and reach people who might not otherwise attend face-to-face meetings.

2. Keeping Up with Political Shifts

Government policies can change how associations operate. During the new administration, issues like trade, immigration and international relations are getting a lot of attention. Associations must keep a close eye on any legal or regulatory updates that affect their members. By staying active in advocacy, associations can help shape policies that support their industries or professions. This also means being ready to shift gears when new rules or changes pop up, so members don’t fall behind.

3. Using Technology and Data Wisely

Technology tools are everywhere, and associations should use them to gain insights and improve services. Data can reveal which member benefits are popular, where there’s room for growth, and how to tailor communication. Tools like AI-driven analytics help associations spot trends and give members the right resources at the right time. AI is here to stay, so take the time to learn more about what it can do to improve the experience of your members and the satisfaction of staff. Staff may be reluctant to adapt to the availability of AI tools, which is consistent with the rest of the workforce in the U.S. But these tools can help improve service and also help staff streamline what they do while improving it at the same time. The key is not to rely on technology alone, but to pair it with personal interaction. This balance helps members feel seen and supported.

4. Stay Focused on People

In the end, associations are about building connections among people who share common goals or interests. This could mean in-person networking, mentorship programs, and leadership development opportunities. Simple gestures — like quick follow-ups after events or personalized thank-you messages — go a long way toward making members feel valued. When associations focus on people, they create a sense of community that technology can’t replace on its own.

Summary

Associations that can adapt to new work models, track political trends, use technology effectively, and keep strong personal connections will stand out in today’s environment. By making these shifts and staying focused on member needs, associations can remain key players in their fields for years to come.

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A Step-by-Step Guide to Crafting and Delivering Effective Legislative Testimony

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Introduction

Testifying before a legislative committee is a powerful way to influence policy and ensure your voice is heard. However, the process can seem intimidating, especially if you’re new to it. This comprehensive guide will walk you through the steps of preparing and delivering effective testimony, helping you make a meaningful impact. For a deeper dive into the process, be sure to watch our video on testifying before the Minnesota legislature, where we provide real-life examples and additional tips.

Understanding the Legislative Process

Before diving into the specifics of testimony, it’s important to understand the legislative process. Bills are introduced and assigned to committees, where they are debated, amended and voted on. Public testimony is often a critical part of these committee hearings, allowing citizens to present their views directly to lawmakers.

Step 1: Tracking the Bill

The first step in preparing to testify is to be aware there is legislation that could impact your area of interest. The news media covers some of the high-profile bills that are introduced at the legislature, but because thousands of bills are introduced every year, not all of them get media attention. Ewald’s Government Relations team can do that monitoring for you. Contact us for details. Once you know there is a bill, you will want to stay informed about when and where the bill you care about will be heard. You can set up an alert to track your bill on the Minnesota Legislature website. Committees typically post their schedules online a few days in advance, but sometimes they don’t post their schedules until the day before the hearing. Regularly check these schedules to ensure you don’t miss the opportunity to speak on the issues that matter to you.

Step 2: Signing Up to Testify

Once you’ve identified a bill you want to speak on, it’s time to sign up to testify. Here’s how:

  • Contact the Committee Administrator: Email or call the committee administrator to get on the testifier list. Provide your name, the bill you’re addressing, and whether you support or oppose it.
  • Confirm the Details: Ask how long you’ll have to speak, whether testimony is in-person or virtual, and if there are any specific procedures you need to follow.

Step 3: Crafting Your Testimony

Crafting your testimony is crucial to ensuring your message is clear, concise and impactful. Here’s how to do it:

  • Understand Your Audience: Legislators may not be experts on every issue. Your goal is to educate and persuade them by presenting clear, factual arguments. Our video showcases effective testimonies that you can use as inspiration.
  • Structure Your Testimony: A typical testimony should follow this structure:
    • Introduction: Address the chair and committee members, state your name, any organization you represent, and the bill number with your position on the bill.
    • Body: Explain the issue, provide supporting data and share personal stories that illustrate the bill’s impact.
    • Conclusion: Summarize your key points, restate your position and thank the committee for their time.
  • Be Concise: Legislators often have limited time, so it’s essential to make your points quickly and avoid unnecessary details. Aim to be clear and to the point.
  • Use Personal Stories: Personal experiences resonate more than abstract arguments. Explain how the bill affects you or your community to make your testimony more compelling.
  • Support with Facts: Bolster your arguments with data and evidence. This adds credibility and can help persuade undecided legislators.

Step 4: Practicing Your Testimony

Preparation is key to delivering effective testimony. But remember, you do not have to memorize your testimony — reading it from a script is a great way to ensure you stay on task, on time, and get your message across. Follow these additional tips to ensure you’re ready:

  • Practice Aloud: Reading your testimony aloud will help you get comfortable with the material and identify any awkward phrasing.
  • Simulate the Environment: Practice in a setting with background noise to mimic the hearing environment. This helps you stay focused and clear during distractions.
  • Time Yourself: Ensure your testimony fits within the allotted time. It’s better to finish slightly early than to run over.
  • Seek Feedback: Practice in front of friends or family and ask for their input. Adjust based on their suggestions.

Step 5: Delivering Your Testimony

When the day arrives, remember these key points to make your testimony as effective as possible:

  • Arrive Early: Give yourself plenty of time to find the room, check in with the committee staff, and get settled.
  • Stay Calm and Clear: Speak slowly, enunciate clearly, and project your voice. Confidence and clarity are crucial in making a strong impression.
  • Maintain Eye Contact: Try to engage with the committee members by maintaining eye contact. This helps convey sincerity and confidence.
  • Be Prepared for Questions: Legislators may ask follow-up questions for clarification. If you don’t know an answer, it’s okay to say so and offer to follow up later.

Step 6: Following Up

After your testimony, follow up with committee members if you promised additional information. This helps reinforce your commitment and keeps the conversation going. It’s also a good opportunity to build relationships with legislators who may become key allies.

Conclusion

Testifying before the Minnesota legislature is a powerful way to contribute to the democratic process. By following these steps, you can craft and deliver effective testimony that resonates with lawmakers and helps shape policy. For a more detailed exploration of this process, including real-life examples, watch our video on how to testify. Remember, your voice matters — make it count by being prepared, confident, and clear in your message.

Secrets for Citizen Lobbyists: How to Testify at the Minnesota Legislature

The Power of Your Voice in the Minnesota Legislature

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Introduction

The common misconception about participating in the legislative process is that it is difficult, cumbersome, hard to follow, and often unavailable for members of the public. In fact, that couldn’t be further from the truth! Minnesotans are lucky in that they have the power and responsibility to engage directly with their state elected officials, and one of the most impactful ways to do this is by testifying before legislative committees. To see this process in action and gain practical tips, watch our video on testifying before the Minnesota Legislature.

Why Your Testimony Matters

Speaking before a legislative committee might seem scary, especially if you’ve never done it before. However, personal testimonies can significantly influence the actions legislators take. Here’s why:

  1. Highlighting Unheard Issues: Legislators cannot be experts on every issue. Your testimony can bring new perspectives and information that may not have been considered.
  2. Providing Real-Life Impact: Elected officials want to hear from their constituents. Your direct experiences and expertise provide invaluable context to the bills they are debating.
  3. Educating Legislators: While lobbyists provide important information, legislators rely on the insights of people directly impacted by proposed legislation. Your voice can shape their understanding and decisions.

Preparing to Testify

Preparation is key to delivering effective testimony. Our video covers this in detail, but here’s a preview of some of those steps:

  1. Track the Bill: Monitor the committee schedule to know when the bill you’re interested in will be discussed.
  2. Get on the Testifier List: Contact the committee administrator to sign up. Provide your name, the bill you’re speaking about, and whether you support or oppose it.
  3. Craft Your Message: Focus your remarks on the specific bill, supported by facts and your personal experience. Be concise, as you’ll likely have less than three minutes to speak.
  4. Practice: Rehearse your testimony multiple times. Reading aloud with background noise can help you prepare for potential distractions.

Delivering Your Testimony

When the day comes, keep these tips in mind:

  1. Stay Calm and Clear: Begin by addressing the chair and committee members. State your name and the organization you represent, if applicable.
  2. Be Concise: Stick to the time limit and avoid being repetitive. Keep your message clear and straightforward.
  3. Be Prepared for Questions: Legislators may ask questions for clarification. It’s okay to admit if you don’t know an answer and offer to follow up later. But this is not the time to debate.

Follow Up

Your responsibility doesn’t end when you leave the testifier table. Follow up with committee members if you promised additional information. This shows your commitment and helps build a rapport with legislators.

Conclusion

Testifying before the Minnesota legislature is a powerful way to influence public policy and ensure that your voice is heard. To learn more and see real-life examples, watch our video on testifying before legislative committees. It demystifies the legislative process and showcases that our democracy thrives on active citizen participation. Your experiences and insights are invaluable—so step up, prepare, and make an impact.

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Dream Website Makeover

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An association website exists to help members and prospective members find information — and find it easily. Even websites that were built with care and intention may need a refresh (or even a complete makeover) every 4-5 years to accommodate new technology and changing tastes. How to get started? Ewald Consulting Art Director Nicki Brunner and Senior Communications Specialist Emilie Simon offer some advice.

Process 

In preparing for a website refresh or makeover, here are some questions for your leaders to consider: 

  • Who will represent the association in creating the plan and leading the work? Having a relatively small group that represents a good cross section of your association is essential in making these important decisions. Sometimes, it’s the Board of Directors; sometimes, an ad hoc committee is named. This group needs the authority to make decisions on behalf of the association. 
  • What does the association want to achieve? Is it important (for instance) to have a member directory easily available so the public can find a member in their area? Or do you want to prominently feature your certification program? Create a priority list of elements that are important for the website.  
  • What do your analytics tell you about current traffic? Our Marketing & Communications team reviews website analytics to see what pages people are visiting and for how long/how engaged they are; that can help shape what goes on the homepage sliders or navigation menus.  
  • What other websites do you like? Provide a few examples of websites or website features that you like so the design team is on the same page. Even if the website platform that you’re using can’t accommodate every feature you want, our design team can use that information to get as close as we can to a specific look or functionality.  
  • What can you tell us about your association’s demographics and psychographics? Are your members scientists who want all the facts, or business people who just want a brief outline? Knowing whether your members want just a quick bit of text with an image, or a longer paragraph of explanatory narrative, will help your design team.

If the website redesign is part of a rebranding effort for the association, we can lead you through a color psychology exercise to learn whether your members will respond better to warm or cool colors, as an example.

Once we have gathered information about what association leaders want, we create a wire frame — a quick visual representation of the new look. It can be as simple as a pencil sketch or include more polished visuals.

a simple pen-on-paper sketch of a wireframe for a website

The image above shows a simple pen-on-paper wireframe for a proposed website.

an image of a wireframe for a website created electronically

The image above shows a more complex version of a wireframe for a proposed website.

Navigation: Keep It Simple 

Rather than just adding a new item to a drop-down menu, look for opportunities to combine some items in your menus. Using boxes and icons to visually highlight content can help readers find what they’re looking for. As an example, the Financial Planning Association Minnesota Chapter came to us with a site that didn’t use the brand colors of the national association. Some of the drop-down menus had so many options that it was difficult to use on a mobile device. Some of the fonts were not user-friendly.  

screen shot of FPA-Minnesota Chapter website prior to makeover

The image above shows a portion of the FPA-Minnesota Chapter home page before we redesigned it.

a screenshot of the updated FPA Minnesota Chapter website

The image above shows a portion of the new FPA-Minnesota Chapter home page after our redesign.

Our team replicated the brand look and feel of the FPA national website. We added photos, video and icons to help readers find information more easily, leading the eye across and down the home page. Check out the updated website. We’ve had feedback from members, saying (among other things) that event registration flows much more smoothly.

Conference Central Pages 

For major events, we’ve found that creating an eye-catching conference central page helps people find information quickly and – importantly – sign up to attend the event. Here’s a before-and-after comparison for the Minnesota Asphalt Pavement Association (MAPA).

 Screen shot of MAPA conference page - before changes

The image above shows how the MAPA conference pages looked prior to our updates.

screen shot of MAPA conference page after makeover

The image above shows how the MAPA conference central page looked for the 2024 event.

Project Management 

A good project management system (our team uses Asana) will make it easier for your design team to hit deadlines and stay organized. Because Ewald Consulting frequently does website redesigns, we developed a template that can be customized for each website redesign project. It can be easy to overlook some of the little things during a major revamp, so having a strong template keeps the design team on track.

Regular check-ins with the volunteer team are essential to ensure that the redesign is meeting expectations for look and usability. Getting approval on a key page will help inform the work on additional pages, saving time for the designers. 

Review Regularly 

We update our clients’ sites at least monthly. Regularly, a couple of our Marketing Communication team members who specialize in usability review every site we manage to suggest ways to streamline material, organize information in a more cohesive way and remove material that is no longer needed. “This preventive measure helps so we don’t have to do the big overhauls as frequently,” Nicki says. We also do annual SEO reviews of our client websites to help ensure that content can be easily found.

If your website needs a fresh look or a complete overhaul, contact us! Our team of talented design and usability specialists is here to help. 

screen grab of Heidi Christianson and Eric Ewald at an Associations Trends Talk

Associations Trends Talk Takeaways: Keep Your Association Safe from Legal Issues

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Attorney Heidi Christianson of Nilan Johnson Lewis joined Ewald Consulting Chief Client Experience Officer Eric Ewald on January 14 for an insightful discussion on legal trends that are affecting associations. Here are five leading issues Heidi identified that association leaders should watch out for:

Strategic Alliances between Trade Associations 

Strategic alliances can be as simple as a one-time agreement to share services (perhaps to present a joint conference or a marketing trade-out to expand reach) or much more complex. For instance, an association could offer reciprocity for event attendance or membership with other associations. It can provide a benefit for sponsors. And Heidi has worked on a number of mergers or formal arrangements that are more permanent.

In the case of a merger between two associations, it allows one employer to operate both organizations while allowing both organizations to keep their corporate structure. That kind of merger provides for efficiencies in staffing and completing documents like 1099s and 990s. Heidi noted that the concept of a merger always seems simpler than the execution. The dissolution of a shared services agreement can also be surprisingly complex. If your organization is considering setting up or dissolving a strategic alliance, Heidi suggests setting up a subcommittee with representatives from both organizations. Expect it to take about a year to complete an agreement.

It’s vital to pay attention to unrelated business income tax (UBIT) implications. Heidi recommended using your organization’s Form 990 (Part III, line 2) to explain how the new activity supports the mission of the association. If you do that in the tax year when the activity begins, the IRS will have a record. This can avoid many more questions from the IRS should your association happen to be audited.

Agreements Presented to an Association by Sponsors or Partners Wanting to Sell Goods or Services 

Heidi says that if your organization receives a proposal from a sponsor or partner to sell goods or services, you need to parse through the offer very carefully. These contracts have become increasingly complex, and you should be sure the requests from partners are in alignment with association policies. Some recent requests have included an ex officio seat on the association board or member data.

If the income from such a proposal is related to the association’s mission, it won’t be subject to UBIT. However, advertising can be subject to UBIT. It can be hard to figure out what is and is not taxable. If the sponsor is agreeing to share a portion of revenue, that is a classic UBIT situation. An attorney can help you advise you in setting up sponsorship agreements, including how to categorize income. “It’s really important for you and your CPA to be on the same page regarding sponsorships,” Heidi says. She also notes that agreements between a tax-exempt entity and a for-profit entity cannot benefit the for-profit entity more than the nonprofit.

Heidi stressed the need to be vigilant about what your association is willing to provide to a partner/sponsor; you want to protect your intellectual property and your members’ data. A non-disclosure agreement (NDA) is good practice. Eric noted that sources of non-dues revenue are essential to an association’s success so the organization isn’t too dependent on any one source of revenue. In the past, it was more common to simply have sponsors for a conference or major event — but now, associations often offer a yearlong, customized bundle of benefits to sponsors and partners. Talk to your attorney or CPA if you have questions about setting up partnerships.

Member Issues 

Heidi says her firm received several questions about Americans with Disabilities Act (ADA) accommodations at conferences. Generally, associations want to meet the needs of attendees, but it’s helpful for the association to know about these requests well in advance of the event. When you start promoting a new event, include a request for ADA accommodations in the registration. In some cases, an accommodation is required by law.

Other member issues include challenges to certification programs, breach of confidentiality claims, and use of a member’s IP address by another member. In many situations such as these, it’s helpful to regularly provide members with reminders of association policies. An attestation of agreement for the organization’s code of contact is useful. 

Advice for Board Members in the New Year 

Board members are volunteers with other full-time jobs who are multitasking. To interact successfully, Heidi suggests that you need to remind them about key responsibilities and what their focus should be. Association strategy is one key responsibility for board members.

Eric reported that the pandemic had an impact on volunteerism, with a 7% drop from 2019 to 2021 in the U.S. The reasons for the drop include people not having time or money to volunteer. Many of us face the challenge of attracting/recruiting good volunteers. A one-to-one interaction is more important than ever to recruit leaders for committees and boards.  

AI Note-Takers 

Association leaders have seen a proliferation of AI note-takers at association meetings. When your meeting agenda includes a sensitive topic that could result in a legal issue, all AI note-takers should be turned off. Heidi said AI-generated notes should not be used as the official record of the meeting; AI often attributes statements to the wrong person or makes other errors. Meeting minutes should include general discussion, not who said what. Board members/staff should destroy any notes once the minutes are distributed. Your association should have just one official record for each meeting. 

Watch the video of this webinar for more details. 

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Certificate and certification programs can be an essential service for associations

Powering Your Members’ Professional Growth 

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Options for Professional Development That Make a Difference 

Certificates and certification programs can offer great value to association members. In fact, many members say that professional development is their top reason for belonging to an association. Whether your organization is considering adding a program, revamping an existing program or something in between, we have some considerations to think about, along with case studies. 

What Benefits Can Your Members See? 

  1. Career Advancement 
  • Job Opportunities: Certifications make someone more competitive by demonstrating their expertise in areas like, for example, portable sanitation or professional organization. 
  • Promotion Potential: Employers may prioritize certified employees when promoting internally, seeing them as more qualified for leadership or specialized roles. 
  1. Skill Validation
  • Proof of Expertise: Certification acts as formal recognition of someone’s skills and knowledge, especially in technical fields like, for example, concrete repair, project management, or healthcare. 
  • Industry Standards: Many certifications set or are based on industry-wide ANSI, ISO, or IACET standards, showing that a professional has met or exceeded the required level of competency. 
  1. Increased Earning Potential
  • Higher Salary: Certified professionals often earn more than their non-certified counterparts. 
  • Negotiation Leverage: A certificate or certification can give someone leverage to negotiate a better salary or a raise. 
  1. Professional Credibility
  • Trust and Confidence: Employers, clients, and colleagues are more likely to trust and value someone’s expertise when it is backed by a certificate or certification. 
  • Stand Out in the Industry: Having a certificate or certification enhances one’s professional reputation and distinguishes them from others in their industry, whether they are a building inspector, a financial planner, or a perioperative blood management technologist. 
  1. Personal Satisfaction and Confidence
  • Achievement Recognition: Obtaining a certification provides a sense of accomplishment and validation of one’s hard work and dedication to their industry. 
  • Boost in Confidence: It can reinforce one’s self-confidence in applying their knowledge in practical situations, such as conducting an impartial workplace investigation. 
  1. Networking Opportunities
  • Join a Certified Community: Certifications or certificates offer access to a professional community, which can lead to networking, mentorship, and collaboration opportunities. 
  • Industry Events and Conferences: Certified professionals are often invited to special events, conferences and workshops where they can continue to grow their network, including becoming certification or certificate program trainers. 
  1. Continuous Learning and Development
  • Staying Current: Certifications require ongoing education to maintain, ensuring that an individual stays up to date with industry trends and new technologies. 
  • Personal Growth: The process of becoming certified pushes a professional to learn and master new concepts, improving their knowledge base and industry-related skills. 
  1. Regulatory or Legal Requirements
  • Compliance: In certain industries, certification can be a legal requirement to perform specific tasks or hold certain job titles, including portable sanitation, healthcare, law, and engineering. 
  • Safety and Standards: Some certifications ensure that professionals meet safety or quality standards, which is crucial in regulated industries like construction or finance. 

To Accredit or Not to Accredit? 

Here are the benefits and drawbacks of seeking third-party accreditation for certificate or certification programs. 

Associations must weigh the benefits of enhanced credibility and recognition against the costs and effort involved. For some, accreditation is a strategic asset, while for others, it may not be necessary for their goals or resources.

Reasons to Become Accredited: 
  • Boosts Credibility 
    Accreditation provides third-party validation that a certification program meets industry standards, enhancing its trustworthiness among employers, professionals, and stakeholders. 
  • Competitive Advantage 
    Accredited programs stand out in the market, signaling high quality and reliability, which can attract more candidates and partners. 
  • Global Recognition 
    ANSI, for example, is internationally recognized, giving accredited programs wider recognition and increasing their appeal globally. 
  • Compliance and Risk Reduction 
    Accreditation ensures alignment with industry regulations and standards, minimizing legal or regulatory risks. 
  • Improves Reputation 
    Accredited programs reflect positively on the association, enhancing its reputation as a leader in the field. 
  • Stakeholder Confidence 
    Accreditation reassures candidates, employers, and partners that the certification is rigorous, secure, and follows best practices. 
  • Partnership and Funding Opportunities 
    Accredited programs may be eligible for partnerships, grants and other funding opportunities that non-accredited programs may not access. 
  • Continuous Improvement 
    The accreditation process encourages ongoing program evaluation and improvement, ensuring relevance and quality over time.
Reasons Not to Become Accredited: 
  • Cost 
    Accreditation can cost tens or even hundreds of thousands of dollars, both in upfront costs and ongoing fees, which may not be feasible for smaller organizations. 
  • Time-Consuming Process 
    Preparing for accreditation requires significant time and resources, from staff training to adjusting program structures, which may strain limited organizational capacity. 
  • Sufficient Market Position without Accreditation 
    Some associations already have a strong reputation or industry influence and may feel that accreditation wouldn’t significantly boost their standing. 
  • Complexity and (In)Flexibility 
    Accreditation demands adherence to specific standards, which can reduce flexibility in customizing or evolving the certification program. 
  • Lack of Regulatory Requirement 
    If accreditation is not required for the industry or doesn’t offer clear advantages in the marketplace, some associations may decide it’s not worth pursuing. 

The team at Ewald Consulting can help review your association’s situation and guide you to the solution that works best for you! Here are just two recent examples. 

When the Professional Development team at Ewald Consulting took over certification management for the National Association of Productivity & Organizing Professionals (NAPO), they faced a significant challenge: candidates lacked a formal preparatory course to help them succeed in the certification process. We assessed the need and guided development of a full-fledged preparatory course. After evaluating the gaps and opportunities, we recommended not only moving forward with a prep course — but also adding a practice examination to enhance candidate readiness. The newly developed prep course and practice exam have equipped candidates with the tools they need to succeed, further strengthening the certification program. 

When we first partnered with AmSECT, our team received numerous daily inquiries from candidates asking basic questions like exam schedules, requirements, application status, and renewal timelines. This detracted from the candidate experience. We assessed the process to identify areas for improvement, focusing on creating a more user-friendly system. We restructured AmSECT’s website to present key certification information more clearly, reducing the number of incoming questions. We also implemented automated confirmation and renewal reminder emails to ensure candidates are well-informed throughout the process. Candidates now experience greater clarity, convenience, and support, enhancing both the credibility of the certification and the satisfaction of those pursuing it. 

Contact us to learn how we can create a better experience for your members. 

Leading with confidence-fun-crop

Having Fun While Leading with Confidence

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If you think your board meetings are chaotic, hold my beer. We’ve imagined and dramatized how board meetings, leadership, and just generally being a board member can go off the rails in our Leading With Confidence video series. While what you see in the short video sample below is fiction, there’s a kernel of truth in each of our videos that veteran association leaders will recognize.

We’re not advocating that you try any of this at your next meeting. But what we do know is that making education fun makes it more likely people will watch and learn. Well-run meetings, effective communication, and a focus on mission can elevate an association’s governance and make it more effective. That’s why we produced this series of videos. 

New to Board Service?

When you first join a board, it can be a little intimidating. You want things to go well, and you want to have an impact. Understanding your role, preparing properly and practicing a few habits will help you stand out as a leader and make a difference for your organization. Mistakes can be a great teacher. In that spirit, we present How Not To Be An Effective Board Member, where we explore some not-so-far-fetched scenarios of fundraising ideas getting completely divorced from an organization’s mission and values. 

Subcommittee Purgatory

Committee meetings are part of the job for most board members. It’s where a lot of the work gets done. Subcommittee Purgatory is a cautionary tale of what happens when meetings lose their purpose and become a rote exercise. Remembering purpose turns this dark and comically dismal meeting into a bright, joyful event. 

First-Time Board Chair

Chairing a board can be a challenge — even for board veterans. You’re in charge, but how do you get things done? A good board chair knows how to listen and engage other members in the discussion. In First Time Board Chair, we follow the adventures of a new board chair who learns what not to do the hard way. 

Bring Professional Video Production to Your Organization

Ewald’s Studio E content team produced these dramatized videos with professional actors and script writers from Danger Boat productions. It’s an example of the level of production we bring to all of our videos, including promos to increase conference attendance, recruit new members, workforce development and more. 

We have more videos to help board members. If someone just joined your board, we have the perfect video to share with them: Welcome to the Board is a pep talk for new members, reminding them they wouldn’t have the job unless other people believed they had the skills and know-how to succeed.

For those who may be new to association leadership, we have a video demonstrating the difference between mission, vision and values. Yet another shows how the Superpowers of Associations touch our lives every day. 

All these videos are available free at www.ewald.com/leading. We encourage you to watch, laugh, learn and share as we serve at the intersection of business, government and society to improve industries and professions. 

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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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