What Really Worked in 2016?

Beth Brodovsky, who hosts the Driving Participation podcast (and if you haven’t checked it conversation bubblesout yet, what are you waiting for?) recently asked a bunch of her former guests this insightful question for a year-end episode.

Here’s my answer:

One thing that really worked for my clients was talking to their members. I know that sounds obvious, but associations tend to – in my opinion – over-focus on surveying people to the detriment of other methods of learning about our audiences. I’m not saying that surveys aren’t important or a necessary part of our data gathering efforts. But they aren’t the whole picture.

Surveys can be particularly useful as an early warning system for identifying problem areas in your value proposition, if they’re properly designed and administered, and if you ask the right questions.

They’re not great at “blue ocean” situations, though. If you’re trying to learn about future goals and desired outcomes, new challenges, or emerging trends in the profession or industry your association serves, surveys are not effective. You learn about those sorts of things much more effectively and efficiently through open, honest conversation.

Association professionals can sometimes be nervous about talking directly to members in an unstructured way. What if they’re angry about something, or have complaints, or ask questions we can’t answer, or have requests we can’t meet? Those are all reasonable fears. I would argue, though, that it’s better to invite the momentary discomfort that comes from finding out something negative than it is to ignore it. When you know, you can do something. When you choose not to know, members walk away and you have no idea why.

In 2017, I would encourage your readers and listeners to start a formal program of regular audience conversations. There are lots of ways this can be accomplished: regular in-person or virtual focus groups, town hall style meetings or calls, tasking staff members or volunteers with calling one or more members a week, working with your chapters, setting up regular member visits, an emailed or online open-ended question of the week, doing Appreciative Inquiry style peer interviewing, hiring a consultant to conduct interviews, a mix of the above, etc. But regularly gathering and widely sharing this sort of information is vital for the long-term health of your organization and your relationships with your constituents.

Edited to add: the podcast is up now. Find out more and listen at http://iriscreative.com/dp137/.

What’s Your Marketing Resolution for 2016?

I’m totally stealing this idea from smartie Beth Brodovsky, who emailed me this same Magnifying glass pulling out one individual question recently for her Driving Participation podcast series.

My resolution for association marketers would be for us to stop talking about segmentation and personalization and start doing it.

We know it’s important, but we’re full of excuses for why we don’t do it (and no, by personalization, I don’t mean sending an email to “Dear Elizabeth” as opposed to “Dear Colleague”): we don’t have the data, our systems won’t support it, it takes too much time, our members respond to our “spray & pray” tactics so we don’t need to worry about it, we don’t know how…

It’s 2016! No more excuses! Figure out how to collect and use the necessary data to allow you to find out what your members and other audiences care about, need, and want to know, and then serve that – and ONLY that – to them.

What would your 2016 marketing resolution be? Tell me in the comments!

Need a little more inspiration? Check out Beth’s post for LinkedIn Pulse.

Rethinking What It Means to Be a Member

ElizabethEngel_PodcastCover

A few months ago, I had a chance to sit down (virtually) with Beth Brodovsky and talk about what’s changing in membership relationships. The podcast is out! Some of the key points include:

  • Not all members are created equal, and because of that, your limited resources should not necessarily be evenly distributed among them.
  • You need to start paying attention to your data and segmentation ASAP.
  • If you’re tracking what the association values and not what your audiences value, your data is likely to return false positives in looking for triggers for behavior.
  • Associations are “elective community,” not just a series of transactions. (which is a point Mark Golden has also made)

It’s a pretty interesting conversation, if I do say so myself, so if you’ve got 45 minutes – or will have on your commute home tonight – you may want to take a listen.

(You can also subscribe to Beth’s podcast series, Driving Participation, to hear more good conversations like this.)