governing & marketing associations & nonprofits in the 21 st century: 9-11 event impact,...

Governing & Marketing Associations& Nonprofits in the 21st Century: 9-11 Event

Impact, Issues & Strategies

Presented to:

The New York Society of Association Executive’s

Leadership, Marketing and Membership Institute

October 17, 2001

[PPT update: 3/8/02]By:

Stephen C. Carey, Ph.D., CAE, Lead Strategist

Association Management & Marketing Resources

www.ammr.com 301.530.9066 [email protected]

© 2002 AMMR - Association Management & Marketing Resources www.ammr.com

Exploring the Future: Exploring the Future: Publication & Facilitation Publication & Facilitation ServicesServices

• Buy the BookE-mail: [email protected]

Product number 218089

• Create a Board, Volunteer or Staff Retreat to review the current & create the best scenario for the future!

Approved ASAE Foundation Exploring the Future Facilitator:

Stephen C. Carey, Ph.D., CAELead Strategist


www.ammr.com 301-530-9066


About Association Management & Marketing Resources...

• AMMR specializes in conducting detailed studies using qualitative in-depth interviews and focus groups and quantitative needs assessment research in the key areas of:

Membership marketing and developmentMarketing & Communications research and planningMember needs assessments and qualitative researchVolunteer and staff training in governance,

marketing and communications -- Staff Retreats and Executive Search

Governance and staff management & strategic planning


Presentation Overview

Introduction: After September 11…how the following

areas are affected:

Future Association TrendsKey Symptoms & Pressures on Members, Volunteers &

StaffContinuing Problems in Governance, Communications &

Marketing

Key Governance, Marketing & Communications Issues


Presentation Overview Cont’d…

Post 9-11 Emerging Association Strategic and

Operational Issues, Concerns and Strategies Issues and Strategies

Meetings and Programs

Insurance & Operational Issues

C-3 Foundations

Workplace Health Issues and Emergency Procedures

Key Questions Going Forward

Member Needs of the Future


Future Association Trends

• Mass customization / desktop delivery

• Sophisticated segmentation

• Aggressive protection/deregulation

• E-association research & information

• New markets/global tactics

• Warp speed decision making

• Environmental scanning/needs detection

• Governance & dues structure equity

• Cultural integration demands

• Volunteer and staff retention

• Increased member expectations!


Key Symptoms & Pressures on Members, Volunteers & Staff

Transaction Speed Technology Mergers &

Consolidations Competitive Pressure True Value & ROI

Expectations Blur: 9-11 issues Fear and Reluctance


Continuing Problems in Governance, Communications & Marketing

We do not communicate well We are not vision-focused We are not training-oriented We disconnect strategies & operational plans & budgets We focus on everything... but the key priorities We operate in silos and do not integrate marketing efforts We still have more governance than we need We are not simplifying fast enough We still cannot quantify and articulate value to dues


Key Governance, Marketing & Communications Decision-making Issues

Leadership, Governance & Management

Structure and Programs

Competition & Collaboration

Membership Issues & Concerns


Leadership, Governance & Management

• Blended governance & operations

• Simplified structure• Decentralized

decision-making• Vision & mission

driven• Wisdom &

knowledge-based


Structure and Programs

• Bio-organizations

• Teamwork structured

• Outsourced-based

• Technology-driven

• Customer service directed

• Future focused on stakeholder needs

• Cross-functional bio-marketing systems (viral)


Competition & Collaboration

• “Colleagues no longer”

• Niche competition from forprofits

• Segment competition from nonprofits

• Consolidations & merger tendencies

• Chapters & affiliates


Key 21st Century Membership Issues and Concerns

Value to dues articulation failures

Inter-generational communications issues

Time commitmentsThe good ‘old boys’ club & diversity

issues

Specialization & desktop delivery of content

Product line marketing planning

Component disconnects


Letterman’s Top Eleven Association Issues To Date in the 21st Century

11. Globalization & diversity10. Government relations,

merges & acquisitions9. Leadership participation &

segment messaging8. Information delivery 7. Customer service6. Adapting technology/blur

(cascading effects of change)

5.Reliance on dues and non-dues revenue, competition, dues caps

4. Staff recruitment & retention

3. Volunteer recruitment, motivation & training

2. Member recruitment & retention – value issues

1. Post 9-11 issues and strategies


9-11 Emerging Association Financial Issues

• Normal is out -- be a model for members

• Unless you have no reserves, don’t freeze or cut staff, staff salaries or benefits -- use your reserves or special assessments. Saving reserves for possible episodes later does not help proactive marketing and communicating activities now when you need them most.

• 29% of organizations anticipate 2002 budget/salary changes according to WorldatWork, Scottsdale, AZ (11/6/01)

• Overall average Association budget effects on 2002-- +/- 5%--Conferences -5% --Membership--breakeven/flat (Survey by AFC 1/15/02)


Managing Marketing and Communications in Uncertain Times

Constantly Research & Scan Members & Competition -Be Proactive

Review Strategic & Tactical Mkt & Com Plans Monthly- Use Reserves

Communicate Factually and Dispel Rumors

Review & Revise Metrics Often

Demand Results


Crisis and Emergency Planning and Implementation Strategies

• Create your plan with communications as your first priority: Create multiple interactive channels for communications between staff and leaders first, then members

• T-1’s, Cable, DSL, Satellite, Wireless -- Ensure you have one multi-channel wireless solution

• Establish an Exigency Plan with several reporting structures, priorities and resource scenarios, including a volunteer-only model

• Keep two weeks payroll in a safety deposit box in cash, along with two weeks operating funds.

• Concentrate on reviving core value operations (key benefits and services) first

• Find a sister association for emergency I/T & Opns exchange (Drill!)


9-11 Emerging Association Issues and Strategies

• Exigency plans & crisis management

• Grief management (trained facilitators)

• Conduct more frequent staff meetings

• Use technology for meetings, 9-11 chats, daily updates, stories

• Pass a resolution of support from the Board

• Balanced product and service portfolio


9-11 Impact and Strategies

• Effect on Meeting Venues and Programs• Cancellations:

o 45% cancelled 1 event from 9/11 – 11/1(AFC survey)

o 6% cancelled 1 event after 11/1 (AFC survey)

o 15% of assns have replaced on-sites with electronic venues

o Less than 4% of Corporate and Assns have cancelled after 1/02 (Equation Research)

– Of associations polled after 10/1/01 (AMG):

o Zero cancellations –some looking at different venues

o Attendance at or near projections

o Registrations later than usual or on-site

o More business-like-less fun, more subdued

o Wanted to relate 9-11 issues to industry, refocused programso Thanks to Association Management Group!



Insurance-related Concerns

o Business Interruption Insuranceo Event Cancellation Insurance

o Carriers are backed up with claims (11/6/01)

o Claims Documentationo Check other groups at your future venueo Re-evaluate attrition clauseso Evaluate future terrorist related clauses



Effects on C-3 Foundations

• 70% of Americans have contributed to 9-11 funds

• 58% gave a financial contribution of some type

• 73% say they gave above and beyond their normal giving pattern

• 50% say no impact on giving

• 50% say that the economic slowdown will reduce giving

• 39% gave in the workplace; 32% through religious appeals

• 23% through the mail; 9% over the telephone;20% over the internet

• 35% increase in spiritual and community activity (30% prayer vigil)

• 26% donate $100-250 to charitable organizations other than religious– Thanks to Wirthlin Worldwide and ©Independent Sector-- survey at:www. independentsector.org



C-3 Foundation Impact• Relief funds taking priority over other charitable operations in the near

term

o Nail biting over event attendance and donations

o AIDS Walk attendance 4,500 down from 20,000

o David and Lucille Packard Foundation – $5 billion down from $13 billion revenue, but will fund 475M

• Many donors say the economic slowdown will reduce giving

• Mixed signals on impact: Some C-3’s report good or better results this year, while others experience a slowdown (Maryland Association of Nonprofit Organizations ( Annual Meeting---December 12, 2001)



Events and Workplace Integrationo Dealing with immediate or general grief

o General feeling of organization malaise

o Concentration remains limited

o Need for more frequent breaks

o Pace, quality and quantity of work has changed

o Additional events “syndrome”

o Inability to separate work from events



Workplace Employer(e) Assistanceo 50% of workers display some anxiety or depression related

behaviors (Pew Research Center Study-12/01); 90% of individuals

experiencing one or more stress related symptoms (New England Journal of Medicine-12/01

o Trama symptoms: depression, sleeplessness, trouble

concentrating, fear of flying, big cities and tall buildings

o Help is available through the National Partnership for Workplace

Mental Health--a consortium of Best Practice Companies (offices at

the Am Psychiatric Assn--www.workplacementalhealth.org)



Core business and operational/functional questions?o Will we survive financially?

o Will members still pay dues?

o Will members buy products?

o Will they come to meetings?

o How will they travel to the venue?

o How can we be thorough in our risk assessment?

o Can we afford more insurance?

o How can we adopt a “technology based” leadership infrastructure?

o Will our business partners abandon us?o Thanks to The American Occupational Therapy Association for their input!


9-11 Emergency Procedures• Create procedures to handle emergency situations,

implement and train: Incoming mail

(http://www.fbi.gov/pressrel/pressrel01/mail3.pdf)Suspicious packages or objects in the building (PD)Evacuation Procedures (building, drill)Onsite emergency response measures (National Safety

Council) Instant member communicationsAppoint one key director/manager responsible for crisis

management (HR)


Key Questions Going Forward

? Linking vision/mission/goals to operations? People and technology? Training? Association structure & procedures simplification? Marketing research? Outsourcing? Emerging electronic technologies? Mass customization? Competition? ROI and true value? Sources of non-dues revenue? Collaborative opportunities


Member Needs of the Future

To peer communicate

To be educatedTo participateTO DO

BUSINESS


Exploring the Future: Exploring the Future: Publication & Facilitation Publication & Facilitation ServicesServices

• Buy the BookE-mail: [email protected]

Product number 218089

• Create a Board, Volunteer or Staff Retreat to review the current & create the best scenario for the future!

Approved ASAE Foundation Exploring the Future Facilitator:

Stephen C. Carey, Ph.D., CAELead Strategist


www.ammr.com 301-530-9066


About Association Management & Marketing Resources...

• AMMR specializes in conducting detailed studies using qualitative in-depth interviews and focus groups and quantitative needs assessment research in the key areas of:

Membership marketing and developmentMarketing & Communications research and planningMember needs assessments and qualitative researchVolunteer and staff training in governance,

marketing and communications -- Staff Retreats and Executive Search

Governance and staff management & strategic planning

governing & marketing associations & nonprofits in the 21 st century: 9-11 event impact,...

Documents

membership marketing

future slide

emerging association

issues strategies

strategies issues

staff training

reluctance slide

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