Shana Killips, sales manager for the James B. Henry Center for Executive Development at Michigan State University, and Aaron Wolowiec, founder and president of Event Garde.

From the editor: Considered Michigan’s premier education and networking event for professionals in the nonprofit sector, ORGPRO 2013 will be held from July 8 to July 10 at the Radisson Plaza Hotel at Kalamazoo Center. So why should you attend? This week, Shana Killips, chairperson of ORGPRO’s Community Engagement Subcommittee, will give us a sneak peek of what’s in store.

The ORGPRO Task Force created a Community Engagement Subcommittee in 2012 to support three areas of need:

1. Help new and less experienced participants feel welcome
2. Encourage all participants to get acquainted
3. Plan networking activities

The 2012 volunteers successfully launched an ORGPRO mentoring program with 24 participants and hosted a community engagement reception on the opening night of the conference last year. This year, we’re excited to offer two additional services. We believe participation in these programs will create a comfortable environment for participants, allowing them to maximize their learning and networking opportunities throughout ORGPRO.

1. ORGPRO ambassadors

Have you ever seen someone with an “Ask Me?” button at a conference? We’re providing a new service this year based on that concept, which will create a more comfortable experience for every ORGPRO participant. An army of volunteers will be present throughout the conference at general session entrances, in myLounge, at all transportation drop-off and pick-up sites and at networking events. The ambassadors will serve as the welcome parties of each event. We still need volunteers to participate in this program, so if you can commit 15 to 30 minutes of your time during the conference, please consider this opportunity. To volunteer, please designate your interest on your ORGPRO registration form or e-mail louttit@msae.org.

2. ORGPRO tips and tricks webinar

Created specifically for first- and second-year ORGPRO attendees, the tips and tricks webinar will teach participants how to network at ORGPRO; suggest the best business supplies to pack and the proper attire to wear during the conference; how to get the most from education sessions; and what to do at Marketplace, a speed networking event. Facilitators Cassandra Jorae, from the Michigan Economic Development Corp., and Dawn Dye, from the Calhoun County Convention and Visitors Bureau, represent both the association professional and supplier perspective of ORGPRO.  Based on the positive response from our June 5 participants, we will host a second session from 2 to 2:30 p.m. on June 27. To register, please e-mail Michigan Society of Association Executives (MSAE) at louttit@msae.org. All webinar participants will receive an invitation to the private ORGPRO member engagement reception (see below).

3. Mentoring program

We’ll offer the mentoring program again this year. The program will provide mentees with a direct contact to help them prepare for ORGPRO; discuss how to maximize their learning experiences; and introduce them to new contacts throughout the conference. Participants who request a mentor during the registration process will be paired with a volunteer mentor prior to arrival.  The private member engagement reception on July 8 will provide mentors and mentees with an opportunity to meet face-to-face upon arrival at the hotel. To request a mentor, or to volunteer as one, please indicate your interest when you register or e-mail louttit@msae.org.

4. Member engagement reception

We’ll welcome new members, first-time participants and volunteers for each of our engagement programs during the member engagement reception, where there will be a concierge desk to help mentors and mentees find their partners. Member Insurance Solutions and the Community Engagement Subcommittee will host guests from 6 to 7 p.m. on July 8 at Weber’s Prime Steak House in the hotel.

Our goal is to help you feel welcome and comfortable in a learning environment that fosters ideas and creativity. But if you’re new to ORGPRO, we know you’ve got questions. So ask away. What would you like to know? For those who’ve attend before, why should newbies join us?

Shana Killips, CMP, is a sales and marketing professional with a commitment to loyalty, community and balance. For the past 12 years, she has served as the sales manager for the James B. Henry Center for Executive Development at Michigan State University, an award-winning conference center. Killips is currently the chairperson of MSAE’s Emerging Professionals Committee.

Donna Oser, founder of Vital Associations and chair of the ORGPRO Task Force

But what if associations took a risk? What if they thought out of the box a bit more? What if leaders granted more empowerment and flexibility to their staffs?

What if…

The first step to answering the “what ifs” is to attend ORGRPO 2013, said Donna Oser, founder of Vital Associations, and chair of the ORGPRO Task Force. Considered Michigan’s premier education and networking event for professionals in the nonprofit sector, the conference will be held from July 8 to July 10 at the Kalamazoo Radisson.

“Knowledge is the most significant competitive edge and sharpening our skills and learning about new trends are important strategies for building relevant, vital associations,” she said.

ORGPRO 2013 will offer two full days of educational programming for all levels of the employment spectrum. So who should attend? Everyone from top executives to volunteers to vendors.

Of course there will be networking opportunities. Lots of them. The first day, attendees will choose among Golf at Yarrow, a Kalamazoo Beer and Wine Tour or a tour of some of Kalamazoo’s best treasures, including the cottage of W.K. Kellogg and a backstage tour of Miller Auditorium. And for the first time, ORGPRO will offer myLounge, the ultimate place to connect, create and collaborate.

Education
The second and third days of ORGRPO will feature three keynote presentations, 23 education sessions, two deep-dive learning sessions, three themed “Genius Bars” and a chief staff executive conference, Oser said. Education sessions cover eight tracks and are based on the Michigan Society of Association Executives’ (MSAE) new professional development model, ELEVANCE, which aims to increase competency in the areas of knowledge, relationships and perspectives.

C.R. Conant, of Consultant Executives in Action and CRC Creative Consulting Services, will kick off the keynotes. Speaking about empowerment, he’ll discuss how employees can become accountable for their own learning and professional development to achieve success.

Michael Gallery, president and founder of OPIS, LLC, will help conference attendees define outputs and performance while answering the tough questions that often seem to have no answers.

Finally, Cheryl Ronk, president of MSAE, and Susan Robertson, executive vice president of American Society for Association Executives (ASAE) and the president of the ASAE Foundation, will discuss trends in association management, technology, government and demographics – on a state and national level.

myLounge
Some of the best learning stems from conversations outside the classroom and the blending of brainpower among colleagues. Thus, myLounge was born. For the first time, ORGPRO will offer a comfortable place for informal learning and idea exchange. Attendees can grab a coffee, sit back and watch the creativity unfold.

“This is particularly important because, in the digital age, anyone can learn anytime. Value can be added to face-to-face meetings,” Oser said. “Learning, relationship development and business can flow quite naturally in the right face-to-face environments, and this is reflective of the type of dynamic learning experiences organizations need to create for their customers and members if they’re going to succeed.”

MSAE’s silent auction will also take  place in myLounge. Proceeds from the auction will benefit the Kevin A. Kelly Scholarship Fund, the MSAE Building Fund and Gryphon Place, a local dispute-resolution service provider.

Genius Bars
Modeled after Apple’s innovative approach to customer service, myLounge will host Genius Bars, where industry experts will provide counsel on everything from technology to meeting planning. Association and supplier leaders will staff the Genius Bars during refreshment breaks. And the best part: It’s noncommercial. Nothing is for sale and advice is free.

For example, at the technology Genius Bar, an expert could discuss the importance of a mobile responsive website. Or a mid-career meeting professional could learn more about convention and visitors bureaus at the meeting management Genius Bar, Oser said.

In other words, it’s hybrid learning and networking at their best, and ORGPRO is the perfect platform for the launch.

Fun
With all the buzz and excitement, Oser hopes conference attendees enjoy some downtime exploring Kalamazoo.

“Kalamazoo is a gem of a destination,” she said. “One of the neatest parts about attending ORGPRO is that participants get to experience the very best of a city in a very intimate, behind-the-scenes kind of way.”

In fact, the city has put together a guide called “269 cool things to do in in the area code 269.” It’s a perfect guide for children and/or spouses who attend the conference.

When all is said and done, conference attendees will leave ORGRPO rejuvenated. With pages of notes in their hands or on their laptops, they’ll walk away ready to challenge the norm. They’ll have a strong network of colleagues with whom they’ll exchange stories of success and challenges.

Registration fees will increase after June 24, so attendees are encouraged to register as soon as possible. Questions about all things ORGRPO can be directed to MSAE at (517) 332-6723 or info@msae.org.

But why go really? Because, “Together we can create better outcomes than we can individually – this is the real magic of associations,” Oser said.

What do you think? Tell us what you’re most excited about.

Kristen Parker is digital content manager for Event Garde. She’s the former editor of an international trade publication and the former communications director for a nonprofit long-term care association. A loyal Spartan, Kristen graduated from Michigan State University’s journalism program in 2000, and now works as a media communications manager for the university’s public relations office. Follow her on Twitter.

Kristen Parker
Digital Communications Manager

It’s every blogger’s worst nightmare. You have the ideas, the insights and the expertise to share, but your “day job” prevents you the necessary time to sit down and actually write the posts. And, as we know all too well, the world around us isn’t so forgiving. Regardless of our busy schedules, each news cycle is filled with countless stories and events that both inspire and influence our work.

Therefore, the time has come to make a deliberate and exciting change to the Event Garde blog. I’m pleased and humbled to introduce to you today both a new face and a new format.

First, I’m delighted to announce that Kristen Parker has joined the Event Garde team as our digital communications manager. Since 2008, Kristen has worked as a communications manager for Michigan State University, serving in the university’s central public relations office. Prior to her current role, she was the alumni relations director for the MSU College of Education.

Kristen is experienced in several key communication disciplines, including publications, print media, media relations and issues communications. She is the former editor of an international trade publication and the former communications director for a nonprofit health care association. Likewise, Kristen is a 2000 graduate of MSU’s journalism program. Go green!

But far more pertinent to you is this: Kristen is a storyteller by trade – in fact, she’s been writing and editing professionally for 13 years. She looks forward to keeping you abreast of the issues, trends and must-knows that define our profession. Together, we hope that you’ll find some words of wisdom in the blogs we post, and we also hope that you’ll share with us ideas about what you’d like us to explore.

Second, it’s all about the format. Moving forward, we’ll select a new theme each month. This will allow us the time and the space to focus on the issues of importance to you. Assuming everything goes according to plan, we’ll share a new post with you each Tuesday. And the posts themselves will also get a facelift (just in time for spring). In practice, following is what the new format will mean to you:

• An original post from me introducing each month’s theme
• Two posts from Kristen based on interviews with industry leaders
• A behind-the-scenes guest post from someone “in the know”

So, as we prepared to jump-start the blog with a new purpose and a new approach, it was clear this launch should focus on ORGPRO. As you likely know, I’ve served as the chair of the ORGPRO 2013 Program Committee for the last year. I’m particularly excited about next month’s event because of the renewed focus on quality learning opportunities during both the keynote and the breakout sessions.

Therefore, here’s what you can expect for the balance of this month on the Event Garde blog:

• June 11: Kristen will interview Donna Oser, CAE, chair of the ORGPRO Task Force and CEO/founder of Vital Associations, about what to expect during this year’s conference
• June 18: Shana Killips, CMP, CTA, sales manager at The James B. Henry Center for Executive Development, will share with us the projects she’s working on as chair of the ORGPRO Community Engagement Committee
• June 25: Kristen will interview Susan Robertson, CAE, executive vice president of ASAE, president of the ASAE Foundation and ORGPRO 2013 closing keynote speaker, about association trends and future strategic issues

Finally, we want to engage with you even more in the coming months. So, please don’t be shy; be sure to tell us what you think. If you have a recommendation for a topic we should tackle or an interview we should schedule, let us know via your comments or shoot us an email at info@eventgarde.com. Likewise, don’t be afraid to sound off – good, bad or indifferent. We want to hear from you.

And should you ever wish to serve as a guest blogger, we welcome both your interest and your enthusiasm. Above all, the Event Garde blog hopes to earn your confidence as a trusted source for reliable industry news and information affecting the association, professional development and meetings communities. We hope you’ll join us on this exciting journey.

Webinar Poll Questions

It’s no surprise to discover that most associations are guided by a strategic plan carefully crafted by key leaders and stakeholders. This plan often does not drill down, however, into the specifics of education strategy (and the chances it extends to digital learning are equally shaky). This is despite the prominence of professional development in both the organization’s mission statement and annual budget projections.

On Feb. 28, I had the opportunity to deliver a Wit and Wisdom webinar for my friends at CommPartners. During this session, I shared a more intentional approach to meeting the unique needs of association constituents. We discussed simple, but effective tactics for evaluating and developing relevant content, effectively marketing programs, and leveraging innovative instructional strategies to pique member interest.

At right, you’ll find the results to two different poll questions on the topic of education strategy. The first queried participants about “a separate strategic education plan.” Those answering “yes” have a strategic education blueprint separate from the organization’s comprehensive strategic plan. The second question asked participants about “a separate online education strategy.” Not surprisingly, the breakdown of responses was similar.

Should you be interested, the webinar is available on-demand. Likewise, the worksheets and presentation slides are also available for download. I’ve also curated the stream of participant comments shared in this program’s chat feature. Organized by topic, following are the lightly edited participant insights I think you’ll find invaluable:

Identifying relevant content

• We use an advisory committee of member experts to help identify topics and speakers.
• I do an annual education survey via email. The subject line reads “15 second education survey” and I ask for their top three education topics. Our response rate is overwhelming.

Effectively marketing programs

• I gather emails for all education attendees and do a lot of contact via email.
• We have done a member email swap with other associations for one-time use to advertise. We don’t do it consistently, but strategically.
• We offer team discounts for groups of five or more.
• We ask attendees for referrals (e.g., names, emails and phone numbers) for those in their company or other peers who might be interested in the course they just completed.
• We actively engage our speakers and have them leverage their relationships in trade magazines to announce their presence on a webcast.
• We offer snippet previews of past webinars. We also select older recordings that have broad appeal and offer them as a free benefit to show the target audience what we offer.
• We have the luxury of on-air talent for our radio webcasts, so we aim to get one popular on-air personality per webcast to address the topic in a five minute promotional video.
• Find the stars in your industry and try to feature them in a way that’s easy for them, good content and easily promoted.
• Marketing and education departments should work hand-in-hand because the marketing department is the one responsible for getting the event or education offerings out there. The main goal should be the bottom line.

Competition

• Our association has to compete with companies in our industry that offer free CE. This makes it more difficult to offer quality at low rates.
• It’s hard to beat free. Try stressing that the CE you offer is a true *investment*, where free CE might lack quality.
• Try to ensure your program is a lot more robust than what your competitors offer for free.
• We had to stop trying to compete with others and simply offer the best education out there in our industry. People return to our programs because of the background and expertise of the instructors/speakers, as well as the ability to interact with the other attendees. Interaction matters.
• We don’t address the “free” aspect because it puts us on the defensive. Offer a quality product and those that are looking for “real” professional development from quality speakers are your target audience.
• Make your program more interactive, and provide tools and resources your competitors cannot provide with free CE programs.
• A quality product is the key. There are members willing to pay for quality. It’s also important to know who’s doing the speaking or the teaching.
• Both collaboration and communication are necessary to ensure you’re not competing with other departments within your own association in promoting events.

Innovative instructional strategies

• Providing a constant stream of content outside of the webcasts helps.
• We encourage live tweeting during our conferences, and are evaluating the live tweeting during our education courses. However, social learning is difficult to explain up the chain.
• Our association offers live tweeting, but it is still not completely catching on. We are engaging content experts to do the tweeting.
• We’re exploring gamification, such as offering “badges.”
• We do promote live tweeting during our live annual meeting; however, not many members participate yet.

Economies of scale

• One association I’m aware of gets the top people to do live webinars in one room over the course of a day, such as at their annual meetings where the speakers are already onsite. This is a great way to capitalize on having people accessible and to record the webinars for later delivery.
• We actually do webcasts with multiple people live in a studio at once. And taking advantage of travel schedules is paramount to maintaining a shoestring budget.

So, my question to you is this: Does your organization have a separate strategic education plan? What about a separate online education strategy? How have these documents elevated the quality and sophistication of your programs, built the reputation of your meetings department and/or improved your organization’s bottom line? Likewise, how did you convince your organization’s leadership (staff and board) to expend more resources/time on creating these documents?

If you’re not familiar, Key Club International is the oldest and largest service program for high school students. It’s a completely student-led organization that teaches leadership through service to others. Members of the Kiwanis International family include Kiwanis (adults), Circle K (college students) and Key Club. Ultimately, Key Club members build themselves as they build their schools and communities.

Although I regularly speak to the association community, this younger audience was a new challenge for me. The process began, as it usually does, with an engaging content outline comprising key talking points. It included a brief welcome, a small group discussion, a self-reflection activity and a progressive story-telling activity in which participants practiced their public speaking prowess.

Of the various activities and discussions, I found the self-reflection to be the most enlightening. The students were given an index card and were asked to write down their confidential responses to the following scenario: “You’ve been asked to deliver a speech at your senior graduation. What’s going to keep you up at night in the days leading up to this public speaking engagement?”

Near the end of each session we spent approximately 10 minutes pulling these index cards at random and addressing the various questions and concerns that arose from the students. Since then, I’ve had an opportunity to more closely review and aggregate these responses. Of the nearly 200 answers, the one garnering the top spot – appearing 28 different times – was a fear of messing up.

Following are the six other top vote getters:

• Writing and editing my speech – 16 responses
• Forgetting what to say – 15 responses
• Stuttering, slurring or mumbling – 14 responses
• Content not good – 13 responses
• Nerves – 12 responses
• Saying the wrong thing – 11 responses

In the middle of the pack, between two and eight people said each of the following:

• Won’t relate to everyone
• Embarrassed
• Trip/fall
• Humiliated
• Mispronounce a word
• Appearance/attire
• Topic
• Not loud enough
• Audience too large
• Not breathing
• Freezing up
• Panicking
• Throwing up
• Fainting
• Audio/visual equipment not working
• Making a joke, but no one laughs

Finally, each of the following concerns garnered one mention each:

• Changing people’s perspectives
• Speaking with my hands
• Going off topic
• Not having eye contact
• Face breaking out
• Not getting a standing ovation
• Won’t practice/be ready
• Speaking in front of peers
• Not delivering speech well
• Hecklers
• Physically shaking
• Voice shaking
• Talking too fast
• Talking too quietly
• Being booed
• Ruining friendships
• Going over/under time

So, my question to you is this: When it comes to your work (e.g., launching a new member product or service), do you have many of these same fears and concerns? How do you overcome them? In what ways do you and your organization create a culture that’s okay with “messing up”? What advice would you offer the next generation of leaders, college students and, ultimately, association professionals as they pursue their goals, dreams and interests?

Kelly Van Dyke, CMP

This post is authored by guest blogger Kelly Van Dyke, CMP. Kelly is a convention service manager at the Amway Grand Plaza Hotel. Email: kvandyke@amwaygrand.com

Your venue CSM should be your number one go-to person, your number one collaborator, your biggest fan, maybe even your best friend (even if only for a short period of time). This person wants a successful conference just as much as you do. His or her primary role is to assist you in planning a conference within your means. Likewise, he or she is charged with maintaining the venue’s profitability, as well as delivering a pleasant and memorable experience for your attendees. Ultimately, the key to a successful relationship with your CSM is communication. Following are a couple of tried and true tips guaranteed to help you communicate more effectively with your convention services manager.

First, share information – and share it early and often. Tell your CSM everything you can about your organization, its conference and all the quirks that come with it. Don’t hold back. Include historical figures, past experiences and even those elements of your conference that remain a work in progress. In return, your CSM will offer ideas and suggestions to be sure your conference runs as smoothly as possible (given both the strengths and the limitations of the property). Likewise, if you are not experienced in a particular area, be sure to speak up. For example, I once worked with a planner who had very little experience in exhibition services. Ultimately, in an effort to break even, he was seeking new ways to lower event costs. When we started discussing exhibitor needs, including power and Internet access, I recommended these services be offered to exhibitors as add-ons. In turn, this saved his organization more than $4,200 per day. In the end, he looked like the hero. By sharing with me his goals, objectives and concerns, we were able to identify and implement a thoughtful solution.

Just remember that CSMs work equally hard for you as they do for their own company. Case in point: We ask a million questions in advance of your event to avoid those awkward onsite moments (if you’ve never before experienced one, consider yourself lucky). For example, if you have plans to place 300 stick-on footprints throughout the hotel as directional signage, your CSM would need the proper approval (in advance of your arrival) to do so. Although it’s a great idea – especially in light of the sheer number of blank stares I see on the faces of lost people each day as I walk the floors of my property – there are many considerations that must be factored into this type of way-finding strategy. For starters, there’s the venue’s approval process. This type of signage may or may not be permitted by your property’s management team. Can you imagine what a bummer it would be if you began strategically placing these footprints onsite and midway through the installation your CSM asked you to remove them? Or, better yet, if someone removed them all for you without your knowledge? That’s why communication with your CSM prior to your function is the single most important resource you can leverage as a planner.

Through thick and thin, your CSM should be a trusted friend and advisor. This person is your liaison to the venue staff, a key factor in the success of your conference and, ultimately, the person you’re most likely to work with on future events. The more they know the better. And, over time, the better you get to know one another, the more your CSM can anticipate your needs and requests. Share with them your plans, your expectations, your dreams and your wonders; they will breathe life into your vision the best way they know how. (Editor’s note: And if they don’t, kindly address this concern with your sales manager or the venue’s general manager.)

So, my question to you is this: What other recommendations do you have for enhancing the CSM/planner relationship? What’s worked well for you in the past? What “best practices” have you picked up and implemented over the years? Consider sharing with us an example of CSM/planner collaboration at its best.

Heidi Brumbach, CMP, CTA

This post is authored by guest blogger Heidi Brumbach, CMP, CTA. Heidi is the general manager of Technisch Creative. Email: heidi@technischcreative.com

So you’ve decided to have an event, and you’re not sure whether or not you need professional assistance. A good event management company should be an asset to your event, not a liability. They will bring knowledge and experience to the table which can help you save time and money. But not all event managers are created equal. Here are a few tips to help you find the right professional.

Ask about their experience. Event planning sounds like a glamorous job, which is one reason why event planning and management companies are popping up all over the world. However, there is no licensing or education required for one to call themselves an event planner, so ask to see examples of past jobs. And if they have beautiful pictures to show you, make sure they explain what their involvement was in the event pictured. Did they actually manage the event, or were they a volunteer helping with a small portion of the event?

Ask for references and follow-up with them. It’s invaluable to find out what a past client’s experience was like. Make sure that you get a list of past client references and not personal references. Also, does the company have a list of repeat clientele? Consider checking with these clients, because repeat business is a testament to the quality of their work.

Ask about the company’s relationship with venues that you are considering for your event. An experienced professional should be able to work in most environments, but it can be an added bonus if they are experienced working with a particular venue. This can help save you a lot of time and expense with labor scheduling, site visits, and any union issues that could arise.

Ask how the company will charge for their service. Is it an hourly charge or is it a percentage of the event? Are they contracting and paying the vendors or will you be responsible for payments? If the company is responsible for paying the vendors, do they have good credit terms? If they are not responsible for contracting and paying the vendors, you will need to make sure that each vendor is properly licensed and insured.

Ask if the company owns/operates their own equipment. Some event management companies are able to provide services such as audio/visual production, decor, rentals, etc. in-house, which may help reduce the end price. If they do not own or operate the equipment themselves, find out who are their partners in service.

Ask about the company’s network. Do they have access to unique ideas and services for your event? Are they current on industry trends?

Ask the name of the individual on staff who will be in charge of your event. After the contract is signed, will you work with an event coordinator throughout the process? Will that individual be on site for the event? If there is an intern or assistant coordinating the details during the planning phase, how are they being supervised?

Ask if they will be responsible for assuring the load out and clean up will be completed according to the facility’s requirements. Every event has an ending, and the clean up is an important part of the production. There may be fees involved if anything is left behind, so someone needs to be in charge to be sure the job is complete.

Ask for an example of how they’ve handled an emergency. If there’s one thing all experienced event managers will agree on, it’s that things never go exactly as planned. A good event manager will be able to analyze the situation and make quick, informed decisions to keep the event on track. The ability to make good decisions is what makes a good event manager great.

For those that don’t know, Kawasaki is the author of 11 previous books, including What the Plus!, Enchantment, and The Art of the Start. He is also the cofounder of Alltop.com and the former chief evangelist of Apple.

Likewise, Welch is the author of From Idea to App, iOS 5 Core Frameworks, and iOS 6 for Developers, and is also the developer of several iOS apps. Previ­ously he worked as a senior media editor for Pearson Education. He also helped pioneer many of Pearson’s earliest efforts in iPad solutions.

But enough about them, what did I think of the book?

The short version: Pick up a copy today. It’s totally worth it. The Kindle ebook is now available for just $9.99 (with other versions hitting the market soon) and you’re bound to stumble upon something interesting or helpful that’s sure to support or otherwise enhance your work.

The book is broken down into three distinct sections: author, publisher and entrepreneur. As a blogger (and someone who’s dabbled more in professional writing as of late), I found the author section chock-full of tips, tricks, tools and techniques for further refining my approach to this craft.

Likewise, I secretly (or not-so-secretly) hope to write at least one book in my lifetime. Without even the slightest clue of where to start, this book (given the experiences of both Kawasaki and Welch) provided me the foundation to do so confidently (when the time is right).

The second section focuses on the reader’s role as publisher. Regardless of whether you ever plan on publishing a book, those even remotely interested in writing will find this section interesting. From editing to book cover design, distribution, sales, file conversions, pricing and everything in between, it’s a behind-the-scenes look at what makes the publishing world tick.

Finally, the book closes with a section on entrepreneurship. Again, whether or not you ever plan to author or publish a book, this section is relevant to anyone reading this review. It includes information on marketing, branding, social media and blogging – from the perspective of a little fish in a big pond. These are lessons we can all apply to our development as both leaders and professionals.

Other than content, what else makes this book a must-read? Well, the approach is conversational and neither Kawasaki nor Welch takes themselves too seriously. It’s also an easy and quick read. In fact, I recommend getting through it once without stopping and then returning, as necessary, to reference specific sections or passages of the book.

Likewise, the text contains approximately 400 hyper­links. It’s the modern-day choose your own adventure. If you’re reading the ebook version, you can simply click on the links. If you’re reading the print version, you can visit the book’s dedicated website. Here you can also access a variety of free downloads, tests, templates and sample contracts.

But what’s the connection to the association community? That, my friends, is simple. The role of professional writing (particularly when it comes to curating industry content and publishing original research) continues to grow. As associations strive to remain both relevant and valuable, the author-publisher-entrepreneur model provides tremendous opportunity in the pursuit of this vision.

So, my question to you is this: Of the author, publisher and entrepreneur roles, which does your organization currently fill? Do opportunities for growth exist in these areas? If your organization doesn’t currently dedicate resources to each of these three roles, what might change if it did?

Alex Kontras, a data manager for the City of Grand Rapids, and I were delighted to author this report. Likewise, it was edited by Kristen Parker, a media communications manager for Michigan State University. Finally, the finished product was jointly published by the Michigan Society of Association Executives (MSAE) and my Grand Rapids-based consulting firm Event Garde.

The 16-page research report represents the first-ever Michigan association meetings industry survey and key recommendations examining the characteristics of senior education/professional development staff, characteristics of association meetings, professional speaker hiring practices, industry speaker preparation and compensation, and meeting evaluation practices.

While respondents primarily represented statewide trade associations (meaning the resultant benchmarking data is largely Michigan-specific), the five key recommendations precipitating from this 65-question survey and follow-on analysis are not only instructive and actionable, but remarkably universal across state lines. In fact, when applied to any association’s annual education strategy, these simple but effective tactics can substantively redefine how success is measured.

And the report is equally valuable to suppliers.

Whether you’re representing a CVB, a hotel, a consulting firm or a product/service provider, you’re bound to find the report – and its data, trends, tables and figures – incredibly helpful. Key findings and statistics include annual budgets, meeting revenue, fiscal year comparisons, meeting types, exhibits and cancellations, outsourcing, speaker bureaus, decision-making, contracting, room pick-up, funds/contracts, site selection and much more.

A copy of the report may be ordered via MSAE’s website. This invaluable resource is free to contributors, $59 for MSAE members and $99 for non-members.

Additionally, I’ll be speaking about the five key recommendations precipitating from this research throughout 2013. Following are select dates in February and March representing the launch of this series:

Feb. 13
The Meetings Report Seminar
9 a.m. – 12 p.m.
Okemos, MI

Become one of the first to hear the results from the first-ever meeting practices research conducted in Michigan. Core content with include report findings, organizational and meeting professional demographics, professional and industry speaker best practices, and evaluation trends. Expect a highly engaging and discussion-filled seminar that drills down into each key recommendation. Register here.

Feb. 20
The Meetings Report: Five Game-changing Tactics Redefining Education Strategy & Success
12 – 1:30 p.m.
Atlanta, GA

Join me as I reveal each of the five game-changing recommendations guaranteed to transform your organization’s programs and events into dynamic (and profitable) professional development experiences your members will value. Register here.

Feb. 20
From Theory to Practice: Applying Game-changing Tactics to Your Association’s Education Strategy
1:45 – 3:30 p.m.
Atlanta, GA

In this highly interactive follow-on session, evaluate your organization’s current education strategies and develop actionable next steps to operationalize The Meeting Report’s key recommendations. Focus on ways your association can elevate the quality and sophistication of its events, build the reputation of its meetings department and improve the association’s bottom line. Register here.

March 19
The Next Generation of Meetings
9:15 – 10:45 a.m.
Troy, NY

Learn about the five game-changing recommendations guaranteed to transform organization programs and events into dynamic (and profitable) professional development experiences. Likewise, evaluate current education strategies and develop actionable next steps designed to operationalize the report’s findings. Register here.

In the meantime, you’re ready for that list – aren’t you? Following are the five key recommendations discussed in this report:

• Tactic 1: Diversify revenue
• Tactic 2: Reward difference
• Tactic 3: Value context
• Tactic 4: Maximize opportunities
• Tactic 5: Prioritize learning

Together, these key recommendations are intended to provide the executive summary for this study’s research findings. Should your organization wish to further explore the intricacies of this study’s data, including the application of these game-changing tactics to your organization’s current practices, I recommend purchasing the report, attending a program (or two) and exploring one-on-one consultation.

So, my question to you is this: Which of these five key recommendations represents the single-most important action your organization could take in 2013 to make your education department even more successful?

If you’ve not yet participated in one or more of the programs broadcast as part of this free series, you can view the full lineup here to register. In a nutshell, the interactive webinars help association professionals think differently to drive member engagement. The world has changed – and continues to do so. Various thought leaders, from a wide variety of perspectives, have been assembled to share tangible strategies for dealing with this new environment. The series runs now through February 2013.

Past presentations have included:

• “What Does Member Engagement Mean to You?” with Eric Lanke, CEO, National Fluid Power Association
• “Membership Engagement… How to Maximize Your Value Proposition to Grow 10 Times in 10 Years” with Tom Morrison, CEO, Metal Treating Institute
• “Building a Spirit of Engagement: The New Volunteerism” with Peggy M. Hoffman, CAE, president and association manager, Mariner Management and Marketing
• “Beer and Bar-B-Que is a Membership Strategy” with Shelly Alcorn, CAE, principal, Alcorn Associates Management Consulting

Future presentations will include:

• Jan. 9: “Diagnosing and Solving Your Membership Marketing Challenges” with Tony Rossell, senior vice president, Marketing General Incorporated
• Jan. 23: “Fierce Membership: 7 Ways to Keep from Losing Your Most Engaged Members” with KiKi L’Italien, president and CEO, Amplified Growth Inc.
• Jan. 30: “Engagement Strategies for a Social World” with Andy Steggles, president, Higher Logic
• Feb. 6: “The New Rules of Engagement: Understanding and Using Member Value to Drive Engagement” with Andrea Pellegrino, principal, The Maia Marketing Group LLC

And, of course, I’m excited to share my presentation on “Adopting Education Strategy to Jump-Start Member Engagement” on Jan. 16. So, what do I have in store for you?

It’s no surprise to discover that most associations are guided by a carefully crafted strategic plan developed by key stakeholders. However, this plan often does not drill down into the specifics of education strategy despite the prominence of professional development in both the organization’s mission statement and annual budget.

While the education equation is simple (Education = Engagement = Loyalty = Retention = Revenue), transforming this theory into action requires intentional planning.

During this program, learn more about the education equation (Incidentally, this is an Aaron original. You won’t find it presented in the Professional Practices in Association Management.), explore considerations for developing your association’s very own education strategy, and identify actionable next steps.

Ultimately, my goal is to help the association community work smarter (not harder!) to leverage current education offerings and content to jump-start member engagement.

So, my question to you is this: What engagement best practices do you employ in your own organization that I should mention during this program? What resources would you recommend I share with participants? If you plan on attending this program, what questions would you like answered as part of my presentation?