Posts Tagged ‘associations

21
Oct
14

Know Your Members Through Better Surveys: A How-To Guide

This month’s guest blog post is by Kent Agramonte, a marketing supervisor at Naylor. He has four years’ experience helping associations with member surveys and data. It was originally posted at AssociationAdviser.

Are you interested in submitting a guest post? Contact Kristen Parker at kristen@eventgarde.com.

Kent Agramonte, marketing supervisor at Naylor LLC.

Kent Agramonte, marketing supervisor at Naylor LLC.

When we discuss knowing who our members are, we sometimes speak in nebulous terms, such as “We need to find out what’s best for our members” or “How can we better serve our members?” We tend to put the how or what before the who.

Recently, I was talking to an association about some of the challenges it faced and the subject of who its members were was brought up. I was surprised that this particular association didn’t know exactly who its members were. Associations tend to put members into categorical groups as broad as “regular members,” which can lead to a lack of understanding of its members. To figure out what our members truly need from us, the first step is to find out who they are. But often, this key element of association management is overlooked.

Associations tend to commission studies of their industries as a whole. While that is a great way to gauge the overall health of the industries they represent, it may not gauge the health of your individual members’ businesses. An association-specific survey will help you directly gauge the health of your membership and future needs you must address.

Getting started

So where do we start? The first step in a successful membership survey is to establish its goal. If you are trying to figure out your members’ overall business health, it is important to look at three key factors:

  1. Demographics. Questions that ask about member titles, where they fall in the chain of command and whether they are the ultimate decision-makers for their organizations can help you find out how influential your members are and the influence your association has within your industry.
  2. Economic factors. How much do your members spend on products and services each year? Do they expect their business to expand or shrink in the next 12 months? What is their organization’s revenue? These questions can help you find out the economic health of your members and will act as a benchmark for growth in future surveys.
  3. Member needs. Ask your members questions about what they need or want from your association. For instance:
    • What issues are you and your company most concerned about?
    • Is our association doing enough to focus on legislative issues that affect your business?
    • What can we do to bring additional value to you, our member?

By asking these questions, we can begin to paint a picture of what your members are going through and the state of their businesses. This information is also key to generating non-dues revenue because it is vital information for any advertiser, sponsor or strategic partner that wants to reach your members.

surveySurvey build and deployment

The second step in any successful survey is building and sending the survey. There are several free and low-cost survey tools that can help you generate basic surveys online. For example, SurveyMonkey offers a free, easy-to-use, basic version of its survey tool. Survey Gizmo is a low-cost alternative and offers a free trial. For more advanced metrics, try Qualtrics.

Once you enter your questions into the survey tool, test the survey on yourself and make sure all question logic flows the way you intended.

When you are 100 percent confident that your survey is ready to be sent out, you may want to test it on a small sample of potential respondents before sending to your full distribution list. That’s called a pilot. It’s a good way to tighten up the wording or answer choices that may end up confusing respondents.

Most online survey tools will allow you to include a link to the survey in your member outreach efforts. Our suggestion is to email this link to potential respondents or include it in an e-newsletter to your members. If you do not have a way to mass email your members, MailChimp is a commercially available tool that is free to anyone with fewer than 2,000 subscribers.

Once sent, keep your survey open for at least two weeks (but not forever) and send an update email at the beginning of the second week to remind members to take the survey if they have not already done so. If you are worried about not getting enough responses to your survey, you should offer some type of incentive to take the survey. Gift cards go a long way to helping you get responses.

recruitmentanalyticsFrom data collection to analysis

After two or three weeks, it is typically time to start looking at the results. Remember that you only need about a 10 percent response rate to make your survey statistically viable. For example, if you send your survey to 1,000 members (this is your sample size) and 100 members take the survey, than you can statistically project the results to your entire membership.

So, if 75 percent of respondents in a statistically generalizable sample are CEOs, then it would be safe to say that 75 percent of your members are CEOs. If you don’t meet the 10 percent threshold, then your results are still viable as “non-scientific” insight into your membership base. No, you cannot generalize to your entire association, but the small result pool will give you the overall pulse of members.

Once you have taken a look at the results, make sure to turn them into ratios if possible. For example, if 63 percent of your members say they are concerned about tax legislation, then it is better to say nearly two out of three members are concerned about tax legislation. Expressing numbers as ratios gives a human face to your members and allows people to better visualize results. Most people can picture two out of three people in their head, but a concept like 63 percent is harder to imagine.

Results like the ones in your survey are interesting to you, your members, potential non-dues revenue generating advertisers and the industry as a whole. So it is a good idea to share them with as many people as you can. An easy way to accomplish this is to create an infographic with short bullets that details the findings of your survey. This infographic shouldn’t be much longer than a page and should be emailed to members, industry stakeholders and included in your official communications pieces as much as possible.

Surveys generally only retain their validity for about two years. So plan to send out member surveys every other year to make sure you will always have the most up-to-date information about your members.

Conclusion

Good research, with good information, adds value to your association, your association’s communications and your members. When members see that you are making a concerted effort to understand more about them and their concerns, the more benefit they see in being a member of your association. Learning about your members helps you learn more about your association’s goals and the direction in which your association should be heading while helping you recruit potential members and associate members. The brain always knows what the body is doing, but when it comes to association management, sometimes the brain needs a road map.

30
Sep
14

Tips for improving trade show participation in 2015

Mariama Holman

Mariama Holman, content marketing specialist for MultiView.

This month’s guest blog post is by Mariama Holman, content marketing specialist for MultiView, a digital marketing company for associations.

It’s never too early (or too late) to start fine-tuning your organization’s participation in a trade show. The time is now; the fourth quarter of 2014 is filled with a myriad of seasonal events. Additionally, there are plenty of major events on the horizon for early next year, such as the Springtime Expo hosted by ASAE. This event hails as the most significant one-day show for association meeting professionals, attracting leaders from across the nation.

Headed to a trade show soon? Heed these helpful hints:

Develop a strategy

The association should be like a tactician competing on the battlefield – vying for new members and the continuing loyalty of old ones.

Lee Ali, managing director and founder of Expo Stars Interactive Ltd., states that 65 percent of exhibitors do not have a clear strategy or plan of action for trade show participation. Given these events are often costly, it is important to put time into thinking through trade show involvement and determining a worthwhile ROI.

Set and track goals

What are the goals for participation? How did the association perform?

Answers to these questions are necessary for assessing performance and creating a strategy to improve. Unfortunately, 97.5 percent of exhibitors do not keep track of any quantifiable results from their events. It is a best practice to always outline what “success looks like” for trade show participation and keep track of performance.

Train for success

Olympic sprinters train to win medals. Artists rehearse to perform concerts. Entrepreneurs practice their pitches to gain funding. Why shouldn’t associations train for success as well?

According to Ali, 74 percent of exhibitors do not train their staff for trade shows and events. There is a certain set of skills unique to trade shows. These skills are a hybrid of marketing and sales – knowing how to not only “sell” visitors once they enter a booth, but appropriately attract them in the first place. It is important to prepare staff by teaching best practices, running through set-up/tear down time frames and developing a familiarity with the hustle and bustle of a trade show.

Optimize

People, events and organizations are not perfect and never will be. However, organizations can always strive to improve – getting better, faster and smarter year after year.

An association is bound to make some mistakes at a trade show, whether it is falling behind schedule or not securing the amount of X, Y or Z it hoped. Utilize these moments as opportunities to learn and improve your organization’s involvement in the future.

23
Sep
14

The benefits of educating about benefits

surveyAs a follow up to my Aug. 19 post about associations offering voluntary benefits to their members, I thought it would be wise think about benefits for association employees.

I’ll mention it again: With extensive media coverage of the Affordable Care Act, benefits are on everyone’s mind. In fact, just the other day while I was grocery shopping, two women were discussing their benefits while they compared the price of cheese.

It’s true that larger organizations can generally provide better – and more comprehensive – health care benefits. But according to a rather surprising Unum survey conducted recently, most employees don’t know or understand the benefits they have.

And employers are at fault, the study found. Surveying 1,521 working adults, it revealed that employee satisfaction with their workplaces and benefits is at its lowest since 2008.

Conducted by Harris Poll on behalf of Unum, an insurance provider, only 49 percent of workers indicated their places of employment are good places to work, while only 47 percent ranked their benefits as good.

But here’s the kicker: The research also showed that employees don’t feel they’re getting adequate information about their benefits. In the survey, only 33 percent of employees rated the benefits education they received as excellent or very good – a drop from 2012 and a reversal to the upward trend in ratings since 2009.

So why does this matter? Associations generally operate with small staffs, so it’s important that your employees are happy, and the survey found a correlation between good benefits education and employee happiness. In other words, an informed employee is a productive employee.

In addition, according to the survey, 79 percent of workers who reviewed benefits in the past year and rated their education as excellent or very good also rate their employer as excellent or very good – compared to only 30 percent of those who said the education they received was fair or poor.

“This research underscores the value of an effective benefits education plan because when an employee understands their benefits, they tend to value them more and in turn may then value their employers more for providing access to them,” said Bill Dalicandro, vice president of the consumer solutions group at Unum.

educationBottom line: Employers need to do a better job educating their staffs about benefits. But how?

It doesn’t matter how large or small your organization is, chances are, a dedicated staff person handles human resources. That person should be responsible for providing such an education.

How? Rapid Learning Institute shared some tips in a recent blog post. It suggests offering materials for various learning types: printed materials and videos for visual learners; podcasts and audio conferences for auditory learners; and interactive online tools or worksheets for tactile learners.

The most common way to educate continues to be printed materials, the institute said, but emails, social media and internal messaging systems also work well.

Or consider hosting educational benefit sessions throughout the year. Have a little-known perk? A tax tip? Communicate with your employees on a regular basis.

16
Sep
14

Fun and games for associations

Chase-Bank-Gamification-Example-CaseStudy-IGamifyJust about everyone I know is addicted to Candy Crush. (Not me. I tried and was terrible.) And I have quite a few friends who thrive on becoming king of a location on FourSquare.

Me? I get excited when I get a new badge on my hotels reward program and can share it on Facebook.

Ah, Facebook. Its gamification genius has taken social media by storm. In fact, it seems companies of all sizes are joining the gamification bandwagon.

But what is it?

According to Clickipedia, “Gamification is used by brands to motivate employees, create healthy competition among teams, generate buzz or social proof and encourage customer loyalty, among other benefits. With a variety of techniques – some easy to implement, some requiring advanced planning, coding, or technical expertise – any business can use gamification to get better results, no matter what your goals.”

And this means associations.

For example, if your association operates a blog, consider ranking users – and commenters – to reward those who contribute the most to your blog. Create badge levels and then allow commenters to share the badge on Facebook. You can also do this on your website. Create reward programs for the materials your customers buy, the articles they read and the events they attend.

Or, if you’re unveiling a new education module, consider making the demo a game.

For more ideas, check out Clickpedia’s 25 Best Examples of Gamification.

According to EventMobi, there are five basics of gamification:

  • collect points
  • achieve new levels
  • earn achievements such as badges and prizes
  • participate in challenges
  • compare progress with others via leader boards.

g1But where to start? In June, Incentive Research Foundation released a whitepaper on gamification, listing some important dos and don’ts.

It suggests thinking of those you’re trying to entice as “gamers.” These gamers could be employees, customers, community members or meeting attendees. An app might be the best way to do it. For instance, if you’re hosting a conference, create an app. Think about doing a mobile scavenger hunt with the app to foster networking and creativity. Or, reward conference attendees with badges for taking short quizzes at the end of a session.

Gamification is mostly about psychology, not technology, the authors wrote. So it’s important to identify the behaviors you’re trying to engage.

But be careful. Games can be addicting and they can alienate a potential customer base. So make sure that your efforts are valuable.

“Gamification is hyped and often touted as a kind of magic bullet for getting consumers or employees to do what you want,” IRF said. “Yes, gamification can change human behavior, and it is effective, but your players aren’t stupid. Regardless of the experience you are gamifying, it must eventually generate some real value. Otherwise, your players will eventually realize that you’ve wasted a lot of their time playing, but provide no value what so ever. This leads to gamification backlash, where your players start to resist your future attempts at gamification.”

Has your association entered the gamification world? If so, tell us about it.

09
Sep
14

Hack attacks: Headed your way?

bigstock-Hacker-Typing-On-A-Laptop-44548564Home Depot. Apple Inc. (celebrity nude photos). Target (last Christmas). JP Morgan Chase.

The list goes on and on. It seems every day we hear about another cyber security attack.

While the attacks have targeted big businesses and corporations, associations, small businesses and nonprofits aren’t immune to security breaches, association experts have said.

So what if someone hacked into your system and stole your members’ credit card numbers?

In a June 1 Associations Now story, industry professionals linked data breach mistakes to employee error. For example, employees are lax with confidential information, and should change passwords every three months. But most don’t.

Malware attacks and phishing attempts are two of the biggest culprits, according to an Inc. Magazine story.

It’s scary just how quickly your business’ weak spots can become portals to your most protected information. But there’s help.

In October, the Department of Homeland Security will sponsor “National Cyber Security Awareness Month,” offering educational workshops, events and resources to combat cyber attacks. It may be wise to have your IT department check it out.

In the meantime, below are some other resources to explore:

  • In April, Zurich released a report on cyber security, which lists recommendations for organizations of all sizes. One of the recommendations: Organizations should employ the same cyber strategies as government agencies. Education is a must. And so is awareness. “Unfortunately, cybersecurity professionals often assume that the risk posed to the system as a whole is merely the sum of all the point risks,” the authors wrote. “They analyze cyber vulnerabilities looking at one technology, one organization or one nation at a time, paying little attention to how risk might emerge from the interaction of those organizations or technologies. Just as sound, internally-focused risk management failed to protect companies from the collapse of the financial system, strong internal computer security controls won’t shield even the best-protected companies from a ‘cyber sub-prime’ failure.”

Perhaps one day there will be a professional association dedicated to cyber security professionals. A new report by Pell Center for International Relations and Public Policy at Salve Regina University advocates for such an organization, arguing a lack of skills and information is undermining efforts to improve cyber security.

Has your association fallen victim to hacking? If so, I’d like to hear about it – and how you resolved the situation. Email me at Kristen@eventgarde.com.

Until then, stay safe. Be smart.

19
Aug
14

Take advantage of the benefits gap

health-care-benefitsA friend of mine was lamenting the other day that soon she’ll have fewer health care benefits. Looking to cut costs, her employer switched health care plans and decided to eliminate some “frills.” But the kicker: She’ll be paying more.

Unfortunately, as businesses continue to recover from the recent economic downturn, and now with the introduction of the Affordable Care Act, this scenario will probably become more common.

As much as businesses would love to provide full coverage for all their employees and their families, some just can’t. In addition, many employers are no longer offering optional benefits, such as life and accident insurance.

And that’s where your association should step in, according to a new whitepaper by Genius Ave.

Associations can easily grow their memberships by offering voluntary benefits, which are traditionally benefits that employers offer as all-employee-paid options. In fact, offering such benefits may be the most effective method for increasing non-dues revenue.

“The impact of offering voluntary benefits to your members is two-fold,” the authors wrote. “First, providing members with access to valuable benefits and savings opportunities can greatly improve the perceived value of their membership, help increase their engagement and boost retention rates. Second, it can drive non-dues revenue for your organization through commissions or revenue sharing with benefit providers. And obviously, the more benefits you provide, the greater the opportunity for engagement and revenue.”

Experts argue the voluntary benefit market will continue to grow, so now is the time to jump on board, Genius Ave. said.

Examples of voluntary benefits include critical illness, identity theft protection, accident coverage, preventive care/wellness screenings, supplemental medical coverage, legal assistance and, yes, pet health.

Perhaps one of the most popular options is discount programs. According to the report, only 24 percent of associations provide discount programs for their members. But who doesn’t love a discount? Good discount programs include gym memberships, prescription drugs, office supplies and pet products.

So how does an association decide what to provide? Ask your members. Conduct a survey and collect data about what members truly want. It’s important, Genius Ave. says, to offer diversity. Make sure you offer a range of options to meet the social and economic demographics of your membership.

Health Benefits-315*304And it’s best to partner with one company that can provide a multitude of options, rather than scoping the industry for multiple providers. Once all that has been established, communication and marketing are musts.

“Overall, individuals feel that the most important attributes of voluntary benefits are ‘cost’ and the fact that these benefits are ‘guaranteed issue’ – or available without underwriting,” the authors wrote. “Members will also value that you have carefully vetted offerings for value and reliability and that they are able to leverage your organization’s buying power for affordable rates. Your communications should carefully reinforce these attributes while promoting the specific emotional benefits of each product in terms of an individual’s key interests and desires: convenience, security, exclusivity, good health and peace of mind.”

When communicating with your members, it’s best to use multiple channels, especially to reach younger audiences. So try social media, email and text messages.

It seems like a lot, so start small. Perhaps start by providing life insurance. Or maybe solicit your community to form partnerships with local businesses. (Cross advertising works incredibly well.)

I’d like to learn more about voluntary benefits so I can help spread the world. So tell me: What does your association offer? What seems to be the most popular?

29
Jul
14

Happy employees, big dollars

EmployEngagementI remember the first time a boss took me out to lunch for a job well done.

It was my first job out of college, and the editorial staff had just launched our newly designed magazine. As editor, I wrote and scrutinized thousands of words. I’m pretty sure the designer and I spent weeks staring at a computer screen and proofs.

I’m fairly certain the lunch wasn’t that amazing. But the conversation was. As a new college graduate, the praise tasted far better than the food. It wasn’t much, but at the end of the day, we felt appreciated and engaged in the success of the association.

The morale of the story: Engaged employees work harder and smarter. Happy, loyal employees are the backbone of a successful organization, or so it seems, according to a recent study by Gallup.

It found that companies with an average of 9.2 engaged employees compared to every one disengaged employee experienced 147 percent higher earnings per share than their competition. In addition, companies in the top 25 percent of Gallup’s database have significantly higher productivity, profitability and customer ratings and less turnover and absenteeism.

And it flows from the top down. The Gallup report found that managers are almost solely responsible for building employee engagement.

The problem: Only 22 percent of employees in the study indicated they felt engaged, with service employees feeling the least engaged.

So what’s the trick? According to Gallup: Measure the correct forms of engagement (emotional); hire the right managers, who should be expected to cultivate engagement among their employees; design day-to-day engagement opportunities, rather than build lofty goals; and find ways to connect with each employee.

It sounds easy, right? But it’s not. Managers need to be coached and encouraged to participate in professional development. Mentoring programs work well, according to those surveyed.

But what about associations?

Generally equipped with smaller staffs, it seems employee engagement should be easier to foster. That’s not always the case, as employees often juggle multiple responsibilities and wear several hats. Associations operate with less to do more, and sometimes, finding the time to foster engagement is tough.

thank-you“When it comes to recognition, there is no ‘one-size-fits-all’ approach,” wrote Tara Ericson, group vice president for Naylor, LLC, in the July 22 edition of Association Adviser. “I find the most success when I tailor the way I acknowledge employee achievement to how they want to be appreciated. Knowing your employees on an individual basis is the only way to know how to manage and recognize their accomplishments effectively.”

For example, Ericson creates a list of her employees’ favorite things – hobbies, restaurants and leisure activities – and refers to it when it’s time for recognition.

Also, she celebrates milestones – birthdays, marriages and births – and budgets for appropriate items.

“Sometimes, a reward isn’t justified, but your staff still deserves feedback,” Ericson said. “My rule of thumb is to say what’s on your mind. If a team member is performing well or not meeting expectations, I tell them immediately. Being direct and honest lets your team always know where they stand with you. It encourages better productivity and a more secure job culture by combating rumors and unjustified fears, and creates a constructive environment where coaching and open feedback are the norm.”

Ericson offers some other free or low-cost reward ideas:

  • Flex hours and telecommuting
  • Casual dress day
  • Public recognition
  • Reserved parking spots
  • Time off (leaving early, extended lunches, days off)
  • Happy Hours
  • Gift cards

At the end of the day, whether you have a large staff or a small staff, it’s important to remember that “an army of one” is a fallacy. Your association needs members, and your employees work to recruit and keep them.

As a manager or executive, remember that small gestures go a long way. So next time you’re craving a long lunch, or a lunch meeting at the golf course, ask your employees to join. You’ll do more than just foot the bill.




meet aaron

Association learning strategist & meetings coach. Founder & president of Event Garde. Passionate about cooking, hot yoga, blogging, old homes, unclehood & pet parenting (thanks to Lillie the pup).

meet kristen

Writer, editor, public relations professional. Proud mom of three. Total word geek. Spartan for life.

Enter your email address to follow this blog and receive notifications of new posts by email.

Join 3,243 other followers

Twitter Updates

Featured in Alltop

Follow

Get every new post delivered to your Inbox.

Join 3,243 other followers

%d bloggers like this: