In recent months, our team has met with many industry partners and association clients who were in the midst of finalizing their strategic plans for this year, and here are a few trends and insights that emerged: 

1. Practical AI Tools to Better Manage Your Association 

You would have to be living under a rock to not have heard about the hype with generative AI technology. Since launching in late 2022, one of the bigger players, ChatGPT has grown considerably with 1.7 billion monthly visits in October. While there is a lot of interest in leveraging generative AI to create efficiency and automate work, you may be wondering—okay, but how do I use it and what practical applications of AI make sense for my association or nonprofit? 

To avoid getting swept up in the hype, think about the strategic ways you can leverage AI systems to support member engagement and retention. Here are a few ideas: 

• Content creation- In sending out your annual member renewals notices, you can use an AI tool to craft a communication that is tailored to an individual member and highlights their tenure with your organization, programs they have engaged with recently and future opportunities for the upcoming year. You could also have the tool review member data and provide tailored recommendations for events, programs and other resources that may be relevant based on their membership data. 

• Streamline data and visualization- Your organization maintains a wealth of information on members including their demographics, preferences, interests, and program and event history. While an AMS solution like ThreeSixty comes with powerful reporting and data visualization, you can augment this by using AI tools to summarize board meeting documents, identify key insights or generate visualizations and charts based on membership data or a recent survey sent out to your members. You can also create clusters or themes of data, which is helpful for understanding emerging trends in presentations at your annual conference or meeting.  

2. Thoughtful Event Planning in the Face of Rising Costs 

In conversations with industry partners, we’ve heard that many associations approved smaller and sometimes negative budgets year-over-year for 2024, and a primary driver of this is due to increasing costs for AV and food and beverage expenses at events.  

In fact, a report by CWT Meetings & Events and the Global Business Travel Association found that the cost per attendee was 25 percent higher year over year in 2023 and is expected to grow an additional 7 percent this year. While inflation has driven up most of these costs, there are options available to help you stay within your budget. 

Negotiating event contracts are an important way for event professionals to maximize their ROI, while still delivering an exceptional event. Here are a few tips to get the most of your negotiations: 

• Share a comprehensive RFP with all potential vendors, including a detailed event budget. 
• Obtain multiple quotes and see if your preferred partner or vendor can match pricing from the quotes you receive. 
• Consider long-term partnership options with suppliers that can lower your cost per event because you are committing to a multi-event contract. 
• Going back to trend #2, use an AI tool to help you generate initial drafts of event contracts, which may help save time and money during the process of legal review with your law firm or general counsel. 

There are also options to limit food and beverage costs at an event, including: 

• Providing a more limited menu to keep food costs low, such as providing a plated meal instead of a broader buffet where food may end up going to waste. 
• Explore timing options, such as hosting your event during “off-hours” where you can provide snacks instead of a full meal. 

In 2024, we predict that event professionals will make strategic decisions around event management and negotiate with vendors to plan and execute events that delight their audiences but stay within their (likely smaller) budgets. 

3. Selectivity with Technology Selection Consultants 

As a leading provider in the market, we regularly connect with association leaders who have used a consultant to guide their technology strategy. We’ve recently heard feedback and concerns about the overall experience, particularly with the larger, established firms, for two reasons.  

First, their vendor and product knowledge are out of date. Several associations leaders have noted that consultants haven’t done their homework or taken the necessary steps to broaden their product knowledge, understanding and expertise. Their “advice” was based upon the same dated, inaccurate product and industry knowledge that they’ve scripted for years. And unfortunately, this is consistent with our experience as a technology provider in recent years.  

As an example, Personify made two acquisitions that impacted the association technology market – MemberClicks in 2020 and GTR Event Technology in 2022. None of the established association technology consultants reached out to learn more about our acquisition rationale or planned strategy for either product. And our attempts to engage them were met with limited or no response.  

The concern is that these firms are not knowledgeable enough to objectively help their clients make informed decisions about our solutions, and we suspect this is true with competitors as well. This lack of intellectual curiosity and engagement should give any association pause before hiring a consultant and ensure that they choose one with a broad and up-to-date understanding of the market landscape – this is, after all, the expertise an association is paying for. 

The second issue is that, as firms have expanded into managed services, CIO services, IT support services, etc., they have lost the appearance of objectivity by becoming technology resellers or steering clients toward tech that their staff are trained to use. To be clear, this may be more of an “optics” problem than a true indication of bias, but objectivity is crucial to the consultant-client relationship, and many associations are questioning whether that’s truly the case. 

We’d be remiss if we didn’t say that there are exceptions to this trend and there are several consulting firms that have deep industry experience and a reputation for impartiality. But the larger point remains that the industry needs a re-set or risks losing relevance. This year, we predict that associations will carefully consider the consultants they use to guide their technology purchases. 

4. Increased Focus on Data Security and Cyber Attacks 

With data breaches becoming increasingly common across industries, associations, and their IT teams in particular, are thinking carefully about efforts to strengthen data security and prevent attacks. In 2024, cybercrime is expected to cost organizations $9.5 trillion and grow 15 percent annually in the coming years. 

In creating your 2024 data security plan, be sure to understand your technology provider’s policies including access control, encryption standards, password policies, backup and recovery plans and more. Your AMS provider should be a partner on this journey and help you continuously monitor networks, logs and security events to detect and respond to any potential breaches within the system. All of the software and applications used in your organization should be patched on a regular basis to mitigate potential vulnerabilities.   

In 2024, we predict that association professionals will: 

• Execute stricter access controls, including multi-factor authentication, to serve as the first line of defense against potential threats. 
• Implement annual PCI audits and regular penetration tests with internal and external stakeholders to proactively identify and resolve vulnerabilities within your system. 
• Develop new education campaigns for staff and share how members can protect themselves against attacks, which will instill confidence that you’ve got the right team and processes in place to manage the threat landscape. 

If you’re looking for a robust AMS solution that can give your team peace of mind about data security, we would be happy to share more about ThreeSixty. 

5. Workforce and Professional Development as a Key Value Driver 

While the labor market cooled in the last quarter of 2023 and unemployment remained steady at 3.8 percent, many economists are predicting growth in 2024 and a labor force participation return to pre-pandemic levels. In the near term, as competition remains high for open positions, associations can play a unique role in ensuring that members take advantage of workforce training and professional development opportunities to help them stand out as a candidate. 

80 percent of professionals said that growing their skillsets and expertise is an important way to stand out in the job market. In 2024, you can ensure that your organization supports a journey of continuous learning and skill development for your members by: 

• Move to a mindset of “resources not courses”- What we mean by this is that your goal should be to deliver content focused on a member’s need in a given moment, as opposed to pushing them to a full course. You can conduct an audit of your professional development offerings and learning management library and consider breaking courses into bite-sized pieces that can be easily consumed and targeted to a specific topic or need. 

• Create lasting connections – Extend the connections made at your annual conference or events by creating groups in your online community for members with a shared interest, profession or skillset to network and stay in touch. 

• Teach your members how to use a generative AI tool – You know how we discussed in trend #2 that a lot of folks are hearing about AI tools but aren’t quite sure how to use them? Host educational sessions with an expert in your industry on practical ways your members can automate their daily activities and free up their workday. 

We would love to hear your thoughts on these and other trends and predictions for association professionals in 2024. Send us your thoughts via marketing@personifycorp.com or in our client community. 

The post 5 Key Trends for Association Professionals in 2024  appeared first on Personify.

One prevailing theme was that ROI is everything. Exhibitors want actionable conversations that lead to high-quality leads, not just badge scanning. They’re not interested in just any lead but rather valuable ones that translate into dollars. Therefore, quality conversations are essential, and organizers need to provide concrete demographics on the audience before the event. This will help exhibitors to talk to the right people, which is what they’re looking for. 

“For us, ROI is actionable contact, actionable conversation, “explains LaFleur. “We are looking for the number of actionable leads that are true leads, not fluffy. They are not just taking a badge scan to take a giveaway.” 

Saad agrees that true leads are essential. “I want to know how much we are closing from the result of our attendance at a trade show,” he says. “We tend not to collect many badge scans but collect the information from people with whom we have great conversations. People are qualified to purchase our services potentially.” 

Another critical trend is smart budgeting. Exhibitors are more thoughtful about their investments and want to know what they get for their money. Quality means everything, so event organizers must be honest about the numbers. Phone calls go a long way in building trust between exhibitors and organizers, and trade show organizers must offer creative sponsorship opportunities as well. 

“Just getting on the phone and keeping the conversation going all year long, and really nurturing that relationship, is so important,” Brush explains. “So, when it is time for them to sell us that prospectus, it goes a long way.” 

One crucial factor that exhibitors look for is impactful touches that go a long way. Make it easy for them and give them a high likelihood of value. Ensure that there are networking opportunities, and make it easy to exhibit. Give exhibitors step-by-step instructions, and everyone likes to be treated special. First-time exhibitor discounts also go a long way, and organizers must offer an Exhibitor Resource center, exhibitor education, and suggestions for activations. 

Knight says that networking opportunities for exhibitors and attendees is something that stands out to him when considering attending a show.  

“Networking opportunities are important; maybe have some event in a different area,” he says. Anytime we can network and socialize with the personas we are interested in helps us with building those connections.” 

In conclusion, the exhibitor’s wishlist for 2024 is clear – exhibitors want real value for their investment, whether in conversations that lead to quality leads or impactful touches that make their investment worthwhile. Exhibitors are thoughtful about their budgets and want to know what they get for their money. Organizers that can offer this value will attract more exhibitors and ensure that their event succeeds. So, to stay on top of the exhibitor’s wishlist, start thinking about these trends today! 

Watch the recording here.

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According to our recent research report of trade show and conference exhibitors, millennials are the most important demographic exhibitors focus on, with 47% indicating that this group was their primary target. With an estimated purchasing power of $1.4 trillion globally, event organizers must consider this demographic’s preferences when hosting events. Millennials are now (or will soon be) in a position to exercise considerable buying power, making them an attractive target demographic for businesses of all kinds. 

In this blog, we will dive deeper into trends and insights that will help event organizers cater to millennial attendees effectively. 

Technology is Key 

Millennials are a tech-savvy generation, and they expect technology to play a significant role in events. They want to be able to access information about the event using their smartphones, tablets, and laptops. They want to interact with exhibitors, sponsors, and other attendees on social media platforms before, during, and after the event. They want to meet and expedite connections with similar attendees through tools such as matchmaking (but they view matchmaking as something different).  

One great way to cater to millennials is by leveraging technology to create a seamless registration process. Millennials are always on the go and want to be able to purchase tickets, RSVP, check-in, secure their badges, and access event schedules quickly and easily. Intuitive mobile apps that allow users to access information on the go are highly appreciated by this generation. In our recent registration survey report, survey respondents said that their attendees value ease of use more than anything else. 

Another way to use technology to engage millennials is by creating interactive displays encouraging social sharing. Millennials want to share their experiences with friends and family on social media. By providing interactive displays and event-specific hashtags, organizers can increase engagement and widen their reach to more attendees. 

Lastly, event organizers can use tech to elevate the attendee’s experience. For example, they can provide a customized experience by offering interactive activities like virtual reality, gamification, personalized experiences, and more that will keep attendees engaged and excited. 

Sustainability Matters 

A recent study by Nielsen found that 75% of millennials are twice as likely to support organizations that practice sustainability and are willing to pay more for eco-friendly products. 

To cater to this demographic, event organizers should take steps to reduce their event’s carbon footprint. This can be achieved by using eco-friendly materials for event signage, reducing food waste by donating unsold food to local charities, and encouraging attendees to use public transportation or carpool. 

But it’s not just about the environmental impact. Millennials are also interested in how events give back to the local community. Consider partnering with local charities or non-profit organizations to incorporate a community service aspect into your event. For example, attendees could participate in a volunteer project or make a donation to a local cause. Don’t forget to involve your exhibitors and sponsors who may want to donate their product after the trade show to the local community versus shipping it back to a warehouse – it’s good press for your show and the exhibitors.  

And it’s also not just about displaying sustainability – it’s about following through with it. Make sure you communicate the sustainable initiatives you’ve implemented at your event, so attendees know what efforts you have made. Providing recycling bins may not automatically reduce your environmental impact, but it can also encourage your attendees to adopt more sustainable practices, leading to a positive ripple effect. 

By prioritizing sustainability and community involvement in your events, you not only appeal to the values of the millennial demographic but also contribute to a better future for all. It’s a win-win situation! 

Diversity, Inclusion, and Community (DE&I) 

When it comes to catering to millennial attendees, promoting diversity, inclusion, and community is crucial. This generation values authenticity and transparency, and they want to feel a sense of belonging at any event they attend. 

One of the best ways to achieve this is by offering diverse and inclusive experiences that celebrate different cultures and marginalized groups. Event organizers can hire or select a diverse set of speakers, performers, and vendors to ensure representation for all attendees. 

Another essential element is providing opportunities for networking and building connections. Millennials often prioritize building relationships over solely attending the event itself. So, offering community-building activities will go a long way in making attendees feel welcomed and appreciated. 

It’s also vital for event organizers to keep accessibility in mind when planning their events. This includes ensuring equal access for people with disabilities and other marginalized groups. Providing amplification devices, wheelchair accessibility, and sign language interpreters are just a few examples of what event organizers can do to make their events more inclusive. 

Finally, it’s important to remember that diversity and inclusion aren’t just buzzwords – they’re essential for creating real, meaningful connections with millennial attendees. Whether you’re planning a conference, trade show, or festival, make sure you’re actively working to create an inclusive and welcoming environment that celebrates diversity and promotes community. By doing so, you’ll create an unforgettable experience that will keep millennial attendees coming back year after year. 

Create Memorable Experiences 

This generation seeks unique and immersive experiences to share with their friends and family. A recent study found that 72% of millennials prefer to spend money on experiences rather than material things.  

One way to create memorable experiences is by focusing on the overall ambiance of the event. Millennials are drawn to events that offer unique and aesthetically pleasing environments that allow for socializing and networking. Think of a music festival that incorporates art installations, food trucks, and interactive pop-up shops. Providing a holistic and well-rounded experience is sure to leave a lasting impression on attendees. 

Another way to create memorable experiences is by offering attendees exclusive access to speakers, workshops, or demonstrations. Millennials want to feel like they’re part of something exclusive and unique. Offering VIP experiences can help create a sense of camaraderie and exclusivity that appeals to this demographic. 

Lastly, event organizers can create memorable experiences by incorporating surprise and delight moments throughout the event. This can be anything from small giveaways, special guest appearances, or unexpected activations that catch attendees off guard and leave a lasting impression. 

By focusing on creating memorable experiences, event organizers can cater to the millennial demographic’s desire for unique and personalized events that go beyond the traditional conference or trade show. With a little creativity and attention to detail, organizers can create events that will leave a lasting impression on attendees and build a loyal following for years to come. 

Conclusion 

Catering with thoughtful event design to millennial attendees is crucial in hosting a successful event. From integrating technology to promoting sustainability and community involvement, event organizers must follow the trends and insights to attract this influential consumer group. The purchasing power of millennials is enormous, and businesses of all kinds are striving to capture their attention.  

As event professionals, our job is to create unique and immersive experiences that offer value to all attendees. By following the latest trends and insights, we can ensure that our events not only attract but also retain this crucial demographic. So, let’s embrace technology, sustainability, diversity, inclusivity, and community-building activities to create memorable experiences that will leave a lasting impression on our millennial attendees. 

The post How to Cater to the Millennial Attendee: Trends and Insights for Event Organizers appeared first on Personify.

These events illustrate how crises, even outside or near your event can have severe financial, reputational and disruptive implications for event organizers. Hurricane Katrina, for example, caused over $100 billion in damage and negatively impacted tourism in the city for years. At the same time, the Route 91 Harvest Festival shooting’s long-term effects on the music festival industry are still being felt. And the impact of COVID-19 on the event industry has been staggering, with billions of dollars in lost revenue. 

Navigating such crises requires intricate planning, coordination, and communication with stakeholders. Event professionals must be equipped with the necessary competencies, like crisis assessment, response, recovery, and evaluation, to prepare for, respond to, and learn from crises. This blog will explore the strategies and tools that event professionals can leverage to mitigate and recover from crises effectively while ensuring the industry’s long-term success and sustainability. 

Understanding Types of Crises  

In the fast-paced and unpredictable world of events, crises can arise anytime. From natural disasters and security breaches to financial issues and health emergencies, event professionals must be prepared to handle a wide range of potential crises. 

Some of the most common crises in the event industry include severe weather conditions, accidents, medical emergencies, technological failures, data breaches, and security threats. Each of these crises can significantly impact the event, its attendees and exhibitors, and the professionals involved in planning and executing it. 

In the case of severe weather conditions, events may need to be postponed, relocated, or even canceled altogether. Accidents can result in injuries or property damage, while medical emergencies require immediate medical professionals’ attention. Technological failures such as power outages or equipment malfunctions can cause major disruptions, and security threats can risk attendees’ safety and security. Overall, understanding the various types of crises in the event industry is imperative for successful event planning. 

Preparing for a Crisis  

Effective planning for a crisis is the first step in successful crisis management. Event professionals must develop comprehensive crisis management plans that outline preventive measures, response strategies, and communication protocols. These plans must be flexible enough to accommodate different crises and updated regularly. 

“As a Public Safety and Crowd Management professional, I recommend that any crisis management plans should be written in generalities to note where your concerns are for your particular event(s),” explains Mark R. Moss, Vice President of Sales & Marketing at RA Consulting.  

Moss added that this is important because every major, and most minor facilities and properties have crisis and emergency management plans that will ultimately drive true crisis and emergency management in their facility. 

The preventive measures in a crisis management plan include screening and vetting vendors during the planning phase, conducting safety and security audits, and implementing contingency plans for potential disruptions. Response strategies might consist of the following: 

• Establishing emergency procedures and protocols. 
• Designating a crisis management team. 
• Conducting periodic drills to prepare for emergencies. 

Effective communication is critical during a crisis. Event professionals must have a clear and concise communication strategy that outlines who will be responsible for communicating with stakeholders during a crisis and what information will be shared. 

Transparency is also key. Event professionals must be honest and forthcoming with everyone involved about the crisis’s impact and how they plan to navigate it. Offering frequent updates and answering questions in a timely manner can help manage expectations and mitigate any negative impact on the event’s reputation. 

Amy Peters DES, Vice President of Events at ASIS International reiterates the importance of making sure the whole staff gets a copy of the crisis management plan, as well making sure everyone is in the know. 

“Ensure that the lines of communications, as well as the methods (cell, radio) are crystal clear,” Peters said. “Establish an off-property meeting site for staff in the event of an evacuation.” 

Implementing a Crisis Management Plan 

Implementing a crisis management plan is essential in ensuring that potential crises do not result in disastrous outcomes for your organization. When a crisis occurs, there is usually a sense of panic and urgency; this is where the crisis management team comes into play. The team must remain calm, composed, and analytical while responding quickly and effectively. 

The first key element in implementing a crisis management plan is assessing the situation. This involves gathering as much information as possible to identify the severity of the crisis, the potential consequences, and the parties involved. This will help the crisis management team determine the resources, response protocols, and communication channels required to manage the crisis effectively. 

Activating the appropriate response protocol is the second step in implementing the crisis management plan. This protocol typically includes alerting the relevant authorities, securing the premises, evacuating everyone, and contacting emergency services if necessary. It is critical to have a well-defined crisis response protocol to ensure a quick and effective response in these situations.  

Acknowledging that a crisis can have severe financial implications, reputational impact, and legal liabilities is essential. The crisis management team should clearly understand the organization’s risk and exposure to such factors to address and mitigate the consequences appropriately. This may involve legal counsel, insurance providers, public relations experts, and other relevant stakeholders. 

Learning and Growing from a Crisis 

Every event carries some risk, and every crisis presents a unique set of challenges to event professionals. The COVID-19 pandemic has taught event professionals that they need to plan for crises that can impact events at every level, and that means incorporating new strategies into their crisis management plan to help them adjust to changing circumstances and stay ahead of the curve.  

To ensure that the crisis management plan is comprehensive, event professionals must effectively evaluate their response protocols, communication strategies, and decision-making processes. During crisis management situations, the ability to respond quickly, effectively, and with accurate information is essential for success. Therefore, evaluating the internal communication system’s strength is crucial because it is the backbone of a successful event crisis management plan. Additionally, reviewing the effectiveness of the plan’s decision-making process is vital, as it can significantly impact the event outcome.  

Regular post-event debriefs are an essential element of crisis management planning. It provides an opportunity to review the decisions, communication strategies, and actions taken during the crisis and revise the crisis management plan as necessary. It is important to debrief the entire team, including staff and volunteers, to gather valuable insights and feedback.  

Event professionals must also learn from other professionals’ experiences worldwide. The event industry is a global industry. Therefore, event organizers must stay up to date with industry standards, best practices, and learnings from previous crises worldwide. There are workshops, webinars, and conferences available to event professionals to expand their knowledge base, learn new strategies and skills, and share insights with others. 

The Bottom Line 

Navigating crisis management in the event industry requires extensive planning, preparation, and effective communication. From severe weather conditions and security breaches to health emergencies and technological failures, event professionals must be prepared to handle various potential crises. 

By understanding the types of crises that can occur, preparing for a crisis, and implementing a crisis management plan, event professionals can mitigate potential damage to their reputations and ensure the industry’s long-term success and sustainability. In the fast-paced and unpredictable world of events, crisis management is a fundamental competency that must be embraced to navigate through uncertain times successfully. 

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Event registration should be as easy for the organizer as it is for potential attendees—but that isn’t always the case. That’s why Personify, Inc. (“Personify”), a lifelong technology partner to associations, nonprofits and event professionals, compiled research from over 300 organizations to create your go-to handbook on the subject: “The A2Z Guide to Event Registration.” The research provides valuable insights into industry trends, common challenges and practical guidance on crafting efficient, successful event registration.

“At Personify, we understand that as the first touch an audience has with an event, registration sets the tone for the entire experience,” said Daria Knupp, Senior Content Manager at Personify. “We conducted this research to provide event organizers with a roadmap to streamline the event registration process, optimizing it to address the frustrations most expressed by audiences. Of those surveyed, 44% identified registrants as the most critical metric to an event’s success, which tracks when you consider that an event ultimately hinges on attendance. The more people register, the more attendees you have to engage with content. We believe our findings are vital to successful event registration, and by extension, to a successful event.”

Above all, our research showed ease of use to be the most important factor when developing an event registration process—with 54% of respondents ranking it as their top priority. By putting ease of use first, event organizers can create a user-friendly, low-stress experience that increases the likelihood of attendees following through with registration and enhancing their satisfaction with the brand overall.

While ease of use may be top of mind, registrants also have their data and privacy to worry about when registering for events. As registration trends move toward personalization, protecting users’ data remains imperative, with 66% of survey respondents opting to use secure online registration software. By staying vigilant and proactive with cybersecurity, event professionals can build trust with attendees and ensure their data remains safe and secure.

Once you have your event registration built out, secure and ready to go, what’s the best way to promote it? In our increasingly digital world, it’s no surprise that our survey revealed social media as the most popular tool for promoting event registration. Social media is indispensable when it comes to both planning for and promoting events, and our research proves users’ preference for it as a means of communication. And though email marketing came in at a close second, it’s important to be wary of email fatigue: when emails start to pile up, registrants can start to tune out.

Despite the potential challenges of email fatigue, email still presents a unique marketing opportunity for event professionals—granted if they’re able to stand out in a sea of emails. Our research shows that a strategic approach leveraging a combination of personalization, segmentation, A/B testing, value proposition and multi-channel marketing is the most successful. Personalizing according to topics of interest, certification renewals and past attendance can help forge a connection between brand and recipient, while clearly communicating the event’s value gives potential attendees compelling reasons to attend.

A successful event starts with a successful registration process. As your attendee’s first impression of the event itself, it’s essential to keep the process simple, secure and easily accessible through social media and email marketing. Adhering to the insights uncovered in this report can help increase engagement, boost event attendance and strengthen the bond between you and your users—meaning even more attendance down the line!

Download the “A2Z Guide to Event Registration” for free and gain access to 20 pages of insights into what makes registrants tick, tips to streamline the registration process and practical steps to keep your users’ data safe. Our research team surveyed over 300 organizations from various industries managing registration for at least one event annually.  Some of the organizations surveyed manage over 20 events each year, and while most of the events are held in person, a small percentage of the organizations also host virtual and hybrid events. While every event registration process is unique, our findings speak to broader truths about what compels potential attendees to register—or not register—and can be used to optimize your event organization process, increase investment returns and maximize engagement for your next event.

About Personify

Personify partners with associations, chambers of commerce, nonprofits, event professionals, YMCAs, JCCs and other organizations to help them bring people and ideas together. Our technology platform, combined with our professional service and support, empowers organizations of all sizes at every step of their journey. Personify’s integrated solutions enable clients to build reliable revenue streams and achieve greater success, and our partnership means they never do it alone. 

For more information, visit https://personifycorp.com/.

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The beauty of the Indiana Jones franchise is that there is always another mysterious artifact to be discovered, people with bad intentions to thwart and joy experienced in seeing these events play out on screen again and again. But, it’s worth stating that our joy as the audience is due in part to the fact that each of these adventures is successfully resolved by the end of the movie. The adventure simply can’t continue in perpetuity. If it did, it would no longer be thrilling and satisfying but instead meandering and tedious. 

The Quest for an Association Management Software Solution 

How is this relevant to the world of Association Management Software (AMS)? Many large associations, which I’m defining as ones with $10 million or more in annual revenue, are, like Indiana Jones, on a similar type of quest. Their quest is to craft a modern technology ecosystem that can survive and thrive in an environment increasingly characterized by changing member demographics ⁱand expectations across different generationsⁱⁱ.   

And of course, as the foundation of this ecosystem, the AMS solution deservedly gets much attention in this quest. Unfortunately, many of the largest associations have been led astray by promises of a modern member experience that simply must include supposedly flashy tools such as “AI” or “machine learning” without much thought given to the actual use-case and strategic outcomes. Additionally, association professionals hear that the path to nirvana is through a “best of breed” technology model, although it is unclear which products are truly best of breed and very little mention is made of the true cost of ownership for all these best of breed tools. Many association professionals are also told that their AMS must be built-upon Salesforce or Dynamics even though those platforms come with costly licensing fees and were never designed for the association market in the first place. 

The result is that this quest, no matter how well-intentioned, often doesn’t end successfully (if it ever truly ends). Instead, an association could invest hundreds of hours and hundreds of thousands of dollars only to realize, after the fact, that at best, they are right back where they started. And, in many cases, the changes they have enacted have disrupted the experiences their members have with the organization and their operational performance. 

None of this is to say that associations should simply keep their current technology, particularly if using an outdated solution. Living with antiquated tech is not a strategy for long-term success for any organization that cares about their customer experience (just ask Southwest Airlines).   

Instead, association leaders should consider a measured approach that is less about chasing shiny new tools and more about balancing technological evolution with the practical needs of all relevant stakeholders, including IT staff, internal power users and, of course, members.   

With that in mind, here are three questions that association professionals should consider when on a quest to modernize their AMS. 

Question 1: Does your AMS Have a Strong Financial Backbone? 

Most associations operate under the premise that member management features are most critical to one’s evaluation of an AMS. And, while those features are certainly important, the reality is that many large associations have a highly diverse revenue model, including membership dues, donations, event registration and sponsorships, trade show booth sales, online career centers, certifications, educational content and possibly even the sale of third-party partner products and services. For this reason, the robustness and sophistication of the financial management features is often the most important characteristic of a modern AMS. 

The need for an AMS to provide advanced financial management features is not casual, but critical and is a common shortfall in most CRM-based AMS solutions. Those platforms are not designed to manage the complex revenue management workflows of a large association, which usually requires the association to look elsewhere for more sophisticated financial management.   

Platform-based AMS providers will try to spin this feature gap as somehow furthering the “best of breed” technology model, but it’s really an attempt to hide that their product has significant limitations that require writing a large check and undertaking a major integration to resolve, thus inflating the cost and complexity of the association’s technology stack.   

Question 2: Who’s Your Identity Provider (IDP)? 

It’s not particularly profound to proclaim that identity management and single sign on (SSO) is critical to crafting a seamless member experience. No member wants to recall more than one account password or authenticate multiple times to navigate their association’s website. And, in many cases, it’s assumed that the AMS provider has the tools necessary to implement SSO.   

However, it’s important to read the fine print because, if an AMS can’t be the Identity Provider (IDP) for the entire technology stack, then the association will be left with no choice but to purchase a separate third-party identity solution such as OKTA or OneLogin, which will increase their annual cost by tens of thousands, or in some, cases hundreds of thousands of dollars per year.  If evaluating a CRM-based product, it’s critical to understand whether the identity management tool is incorporated into the AMS subscription fee or (more likely) is licensed separately and, if the latter, the impact on total cost of ownership. 

If an AMS provider claims that they can be the IDP, then, it’s crucial to determine whether their solution uses industry standard SSO authentication protocols, such as SAML, OATH and OIDC. If not, then there will almost certainly be substantial costs incurred to integrate with other technologies and maintain those integrations over time. 

Question 3: How Much Control Over Your Data Do You Require? 

In our experience working with some of the largest, most sophisticated associations in North America, we’ve found that virtually all have unique integration, reporting or data management needs that necessitate access that is safe, secure and compliant. However, because of the way some have designed the infrastructure around their product, many AMS providers are fundamentally unable to meet this requirement.   

To address this limitation, providers will make bold claims about their supposed world-class managed services organization that will ensure the IT team’s needs are met.  Unfortunately, too often, the managed services organization doesn’t deliver on those claims, leaving the IT staff feeling frustrated by their inability to access and manage their associations data in the best manner possible. 

The three key criteria for any AMS provider to successfully meet this requirement are:  

1. A dedicated, single tenant database 

2. Hosting through a world-class cloud provider 

3. A cloud operations team with deep experience to work collaboratively with the client using industry best practices 

Looking for Guidance on Choosing an AMS? 

Finding the most effective association management software is: “Not as easy as it used to be” — Indiana Jones. 
 
While this is not a conclusive list in covering all relevant criteria for selecting a modern AMS, our goal is to underscore the importance of evaluating an AMS solution as the foundation for any large association’s technology ecosystem and understanding the AMS through the lenses of cost of ownership, feature robustness and practicality.   

ThreeSixty by Personify is the only purpose-built AMS for large associations that delivers a modern member experience while also anchoring the broader technology ecosystem that aligns to your organization’s overall goals and objectives.  

ThreeSixty can empower your organization by providing: 

• A robust and flexible technology infrastructure that supports your unique processes and complex workflows 
• A powerful foundation that can be customized to meet your needs today and tomorrow with a modern and extendable, browser-based interface  
• An in-house professional services team with extensive platform knowledge and industry expertise  

This combination delivers a uniquely-tailored and purpose-built system with a team that is committed to supporting your staff on every step of the journey. 

The post 3 Questions Every Large Association Should Ask in Crafting their Technology Ecosystem  appeared first on Personify.

Did you know that badges are a prime opportunity for sponsor exposure? They’re worn throughout the event, providing continuous brand visibility to a captive audience. With the right sponsor, you can offset some or even all of your badge costs. And it’s not just about getting the financial benefit – strategic sponsorships can enhance the attendee experience by providing relevant information, networking opportunities, and other value-adds.

In this blog, we’ll dive into the details of badge sponsorships – from identifying the right sponsors to measuring the success of your badge sponsorships. You’ll walk away with practical tips and insights to apply to your next event, helping you make the most of your budget and delight your attendees. So, let’s get started on maximizing your sponsorship opportunities and covering those badge costs!

Understanding the Potential: Why Sponsorships are Valuable for Covering Badge Costs

Regarding covering the costs of event badges, sponsorships can be a game-changer. Not only can they help you save money, but they can also add significant value to the attendee experience. But what makes sponsorships so valuable for badge coverage?

For one, badges are visible and worn by every attendee throughout the entire event. This means sponsors have a prime opportunity to promote their brand and reach a captive audience. And with the right sponsor, you can offset the cost of your badges while still providing a high-quality experience for your attendees.

But sponsorships are more than just a financial benefit. They can also add value to your event by providing attendees with relevant information, networking opportunities, and other value-adds. By partnering with sponsors who align with your audience’s interests and needs, you can enhance the attendee experience and create a more memorable event. 

So, how do you make the most of badge sponsorships? It starts with understanding your audience and identifying sponsors who can add value to their experience. From there, you can work with sponsors to create customized packages that meet their objectives and provide a real impact.

Don’t underestimate the power of sponsorships when covering your badge costs. With the right partners and a strategic approach, you can create a memorable event while saving money and maximizing opportunities. Let’s explore how you can make this happen with our practical tips and insights in the rest of this blog.

Identifying Potential Sponsors: Where to Look for Sponsorship Opportunities

So you need to cover your badge costs with sponsorships, but where do you start? Luckily, there are many potential sponsors out there who may be interested in supporting your event or organization.

First, consider reaching out to your existing network of partners, vendors, and suppliers. More companies are looking for brand visibility as they return to live events. These individuals and companies have already expressed an interest in working with you and may be willing to sponsor your event or organization.

Second, consider finding companies that are relevant to your event or cause. For example, consider contacting pharmaceutical companies or medical device manufacturers if you’re hosting a healthcare conference. If you’re hosting a fundraising event for a local animal shelter, consider contacting pet supply stores or veterinary clinics

Social media can also be a powerful tool for identifying potential sponsors. Use LinkedIn, Twitter, and Instagram to search for relevant hashtags and topics related to your event or cause. You may be surprised at the number of companies and organizations actively engaged in your field.

Finally, consider partnering with local businesses and community organizations. Not only can these partnerships provide valuable sponsorship opportunities, but they also help promote your event or cause to a broader audience.

Remember, focusing on those who share your values and goals is essential when identifying potential sponsors. A successful sponsorship should be a win-win partnership that benefits both parties. So, take the time to research and identify the right sponsors for your event or organization, and you’ll be well on your way to covering your badge costs and more.

Leveraging Sponsorship Benefits: How to Make the Most of Your Badge Sponsorships

Okay, now that we’ve tackled how to cover your badge costs with sponsorships, let’s dive into the nitty-gritty of leveraging sponsorship benefits to make the most of your badge sponsorships.

First off, let’s talk about what exactly a badge sponsorship entails. Typically, a badge sponsorship involves placing a sponsor’s logo on the official event badge. This gives the sponsor increased visibility throughout the conference and allows them to promote their brand directly to attendees. Many times, sponsors also have their names on the badge lanyards for increased awareness.

But how can you make the most out of your badge sponsorships? Here are a couple of tips to help maximize your sponsorship benefits:

First, make sure you choose a sponsor whose brand is aligned with the values and interests of your event and attendees. Selecting a sponsor that resonates with your audience is crucial to create a successful partnership. This will help ensure that attendees are receptive to the sponsor’s brand, making it more likely that they’ll engage with the sponsor throughout the event.

Additionally, consider offering your badge sponsor additional benefits beyond just the logo placement. For example, is there real estate on the back of the badge to include something more about the sponsor? A QR code for attendees to click for more information or gamify the badge to encourage visits to the sponsor’s website, booth, etc.

You could also consider offering the sponsor a speaking slot or a booth space at the event. This will increase the sponsor’s visibility and give them opportunities to share their expertise and connect with attendees on a deeper level.

Finally, remember to promote your badge sponsor’s involvement in the event through your marketing channels. This could include social media posts, email newsletters, or even an announcement during the opening keynote. Ensuring attendees know about your sponsor’s involvement will help increase their visibility and drive more engagement with their brand.

By following these tips, you’ll be able to make the most of your badge sponsorships and build successful partnerships that benefit both your event and your sponsors.

Measuring Success: Evaluating the Impact of Sponsorships on Your Event Experience

You did it! You successfully secured sponsorships to cover the costs of your event badges. But now what? How do you measure the success and impact of these sponsorships on your overall event experience?

Firstly, it’s crucial to identify the goals you had in mind when seeking out sponsorships in the first place. Was it to enhance the attendee experience by offering more opportunities and amenities? Or was it to increase visibility and brand exposure for your event and the sponsor?

Once you have identified these goals, it’s time to start evaluating the impact of the sponsorships. Here are a couple of factors to consider:

Feedback: Did attendees provide positive feedback on the sponsorships? Did they engage with the sponsors and utilize the opportunities provided?

ROI: Did the event experience result in a positive return on investment for both the event organizer and the sponsor? Were there measurable increases in brand exposure or revenue?

By evaluating these factors, you can gather data that will help you determine the overall success and impact of the sponsorships on your event experience. This information can also be used to improve future sponsorship opportunities and tailor them better to meet your goals and the needs of your attendees.

Remember, sponsorships are valuable to any event, but their success relies heavily on how they are executed and evaluated. By staying mindful of your goals and gathering data, you can maximize the impact of sponsorships on your event experience.

Conclusion

In conclusion, covering your badge costs with sponsorships can significantly impact your event’s budget and attendee experience. By identifying the right sponsors and leveraging their benefits, you can save money on badge costs and provide attendees with valuable information and networking opportunities.

Remember, choosing the right sponsor is crucial to creating a successful partnership. You want to select a sponsor that resonates with your audience and aligns with your event’s values and goals. Additionally, offering your badge sponsor additional benefits beyond just logo placement can help enhance their visibility and provide even more value to attendees.

And remember to measure the impact of your sponsorships on your event experience. This can help you evaluate the success of your partnerships and make adjustments for future events.

Covering your badge costs with sponsorships is a smart strategy for event professionals and organizers looking to maximize opportunities and create memorable experiences for attendees. So, explore potential sponsorship opportunities today and see how you can take your event to the next level.

The post Maximizing Opportunities: How to Cover Your Badge Costs with Sponsorships appeared first on Personify.

Planning and organizing events come with a significant responsibility to consider their environmental impact. Sustainability in events is not just a buzzword but a crucial aspect that should be prioritized. Here are some reasons why sustainability matters in events and highlight why it should be in every show organizer’s mind. 

1. Preserving the Planet: Events, regardless of their scale, can leave a substantial ecological footprint. By embracing sustainable practices, event organizers contribute to preserving our planet. Every small step can make a significant difference in mitigating environmental damage, from reducing waste to minimizing energy consumption. 

2. Setting an Example: Events can inspire and influence many people. When sustainability becomes a core principle in event planning, it sets a positive example for attendees, exhibitors, partners, and other stakeholders. By showcasing eco-friendly practices, events become a catalyst for broader societal change and encourage individuals to adopt sustainable habits in their own lives. 

3. Enhancing Reputation and Brand Image: People increasingly expect businesses and events to prioritize sustainability in today’s socially conscious world. Incorporating eco-friendly strategies into events helps build a positive reputation and enhances brand image. Organizations that demonstrate a commitment to sustainability are more likely to attract like-minded partners, exhibitors, sponsors, and attendees who align with their values. 

4. Cost Savings and Efficiency: Sustainable practices often lead to cost savings in the long run. Energy-efficient lighting, minimizing waste through recycling and composting, and choosing sustainable suppliers can all contribute to reducing expenses. Moreover, embracing sustainability encourages organizers to streamline processes, optimize resource utilization, and create more efficient event experiences. 

5. Meeting Legal and Regulatory Requirements: Many regions have introduced regulations and policies on waste management, energy consumption, and environmental impact. By incorporating sustainability into events, organizers ensure compliance with these requirements and avoid potential legal and reputational risks. 

6. Fostering Community Engagement: Sustainable events provide an opportunity to engage with the local community and build meaningful relationships. Collaborating with local organizations, businesses, and residents fosters a sense of community ownership and support for the event. By involving community members in sustainable initiatives, events can leave a lasting positive impact beyond their immediate timeframe. 

7. Supporting Social Responsibility: Events have the potential to support social causes and make a positive impact on society. By incorporating sustainability practices, event organizers can align their efforts with broader social responsibility goals. For example, donating surplus food to local charities or partnering with environmental organizations can address societal challenges and create a more inclusive and equitable event experience. 

 Integrating sustainable practices into event planning cannot be overstated as we move towards a more sustainable future. By recognizing the significance of sustainability, event organizers can create impactful experiences while minimizing their environmental footprint and leaving a positive legacy for future generations. 

Promoting Eco-Friendly Practices: Key Strategies 

 To truly embrace sustainability in events, it is essential to implement and promote eco-friendly practices. Here are some critical strategies that event organizers can employ to encourage and support environmentally responsible behavior among everyone. By adopting these strategies, events can become powerful platforms for driving positive change and inspiring a greener future. 

Raise Awareness and Educate 
One of the first steps in promoting eco-friendly practices is to raise awareness among all stakeholders. Communicate the event’s commitment to sustainability through various channels, such as event websites, social media, and email campaigns. Educate attendees about the importance of sustainable choices and provide information on how they can actively participate in reducing environmental impact during the event. In our recent survey of exhibitors, sustainability is also top of mind with 45% of respondents citing it as a high priority when they exhibit. Exhibitors also felt education was key as many of them don’t know where to begin their sustainable journey. 

“As a company committed to sustainability, we align our tradeshow presence with our environmental values,” explains Jennifer Harris of Southern Ohio Financial Services. “We believe that exhibiting at tradeshows should be an opportunity to showcase our products and services and our dedication to sustainability. By implementing eco-friendly practices and choosing sustainable materials for our booth, we can create a positive impact while engaging with our audience. It’s about demonstrating that our commitment to sustainability extends beyond our core business, and we take pride in walking the talk.” 

Implement Waste Reduction Programs 
Waste is a significant concern in events, but organizers can take proactive measures to minimize it. Set up recycling and composting stations throughout the event venue, clearly labeled with instructions for proper disposal. Encourage attendees to bring reusable water bottles and provide water refill stations—partner with vendors who prioritize sustainable packaging and minimize single-use items. 

Opt for Sustainable Materials 
When selecting event materials, prioritize eco-friendly options. Use recycled or FSC-certified paper for printed materials, such as brochures and programs. Choose reusable or biodegradable alternatives for event signage and decorations. Consider using digital platforms for event registration and communication to reduce paper waste. 

Source Sustainable Suppliers 
Partner with vendors and suppliers who share your commitment to sustainability. Seek suppliers offering environmentally friendly products and services, such as sustainable catering options, energy-efficient equipment, and eco-friendly transportation. Prioritize local suppliers to minimize carbon emissions associated with long-distance transportation. 

Minimize Energy Consumption 
Events often consume significant amounts of energy. Implement energy-saving measures by using LED lighting, which is energy-efficient and provides vibrant illumination. Optimize energy usage by turning off lights and equipment in unoccupied areas. Consider renewable energy sources, such as solar or wind power, to further reduce the event’s carbon footprint.  Encouraging exhibitors to also use LED lighting is key.  

Encourage Sustainable Transportation 
Promote sustainable transportation options to minimize the environmental impact of attendee travel. Encourage carpooling or public transportation use by providing information on accessible routes and alternatives. Offer incentives or discounts for attendees and exhibitors who choose eco-friendly transportation methods, such as biking or using electric vehicles. 

Engage Attendees 
Active involvement of attendees is crucial in promoting eco-friendly practices. Organize interactive sessions, workshops, or panel discussions focused on sustainability topics. Provide opportunities for attendees to participate in hands-on activities, such as composting demonstrations or DIY recycling projects. Encourage attendees to share their sustainable practices and ideas through social media platforms, fostering community and inspiring others to adopt similar behaviors. 

Measure and Communicate the Impact 
Track and measure the sustainability performance of your event to understand its environmental impact. Collect data on waste reduction, energy consumption, and carbon emissions. Use this information to set targets for future events and communicate your achievements transparently. Share success stories and lessons learned with attendees and stakeholders, inspiring others to embrace sustainability in their own events and initiatives. 

Event organizers can create an eco-conscious culture and drive positive change by implementing these key strategies. Promoting eco-friendly practices benefits the environment and enhances the event experience, strengthens brand reputation, and contributes to a sustainable future for generations to come. 

Overcoming Challenges and Barriers to Sustainability 

While the importance of sustainability in events is widely recognized, there are often challenges and barriers that event organizers face when trying to implement eco-friendly practices. We explore some of the common obstacles encountered and provide strategies to overcome them, enabling organizers to successfully navigate the path toward a more sustainable event. 

Limited Budget and Resources 
One of the primary challenges is often limited financial resources or tight budgets. However, sustainability doesn’t necessarily have to be costly. Look for creative solutions that offer sustainable alternatives without breaking the bank. Seek partnerships with local, sustainable businesses or organizations that may provide discounts or sponsorships. Additionally, prioritize resource allocation by focusing on initiatives that have the most significant impact on reducing waste and energy consumption. 

Lack of Stakeholder Buy-In 
It is crucial to gain buy-in from all stakeholders, including event organizers, sponsors, vendors, exhibitors, and attendees. Some may resist change or fail to recognize the value of sustainability. To overcome this barrier, emphasize the benefits of sustainability, such as cost savings, positive brand image, and alignment with attendee values. Communicate the long-term advantages and demonstrate how sustainability can enhance the event experience. Engage stakeholders early on and involve them in decision-making to foster a sense of ownership and shared responsibility. 

Limited Awareness and Knowledge 
More awareness and knowledge about sustainable practices and alternatives is another challenge. This can make it difficult for event organizers to know where to start or how to make informed decisions. Invest time in researching and educating yourself about sustainable event management. Attend industry conferences or workshops on sustainability to stay updated on the latest practices and trends. Collaborate with sustainability experts or consultants who can provide guidance and share best practices specific to the event industry. 

Resistance to Change 
Change can often be met with resistance, particularly if it disrupts established routines or processes. Overcoming resistance requires effective communication and stakeholder engagement. Clearly articulate the reasons for embracing sustainability and address concerns or misconceptions. Encourage open dialogue and involve stakeholders in the decision-making process. Show how sustainability can align with their values and help achieve shared goals. 

Complex Event Logistics 
Planning and executing events involve intricate logistics that can challenge implementing sustainable practices. For example, sourcing sustainable suppliers, managing waste disposal, or coordinating transportation options. Overcome these challenges by conducting thorough research and establishing partnerships with vendors experienced in sustainable event solutions. Simplify logistics by leveraging technology like event management software to streamline communication and reduce paper waste. Break down complex tasks into manageable steps and assign dedicated team members to oversee sustainability initiatives. 

Lack of Data and Measurement 
With accurate data, it becomes easier to track progress, measure the impact of sustainability efforts, and set targets for improvement. Implement systems to collect and analyze data related to waste reduction, energy consumption, and carbon emissions. To guide data collection and measurement, leverage sustainability reporting frameworks, such as the Global Reporting Initiative (GRI) or ISO 20121. Regularly evaluate and communicate the results to stakeholders, demonstrating the positive impact achieved and identifying areas for further improvement. 

By acknowledging and proactively addressing these challenges, event organizers can overcome barriers to sustainability. Remember, sustainability is a journey; incremental changes can lead to significant progress over time. Embrace collaboration, continuous learning, and adaptability to integrate eco-friendly practices into event planning and create a more sustainable future for the event industry. 

Conclusion 

In conclusion, sustainability in events is not just a trend but a critical approach to minimizing our environmental impact and promoting eco-friendly practices. Event organizers can make a positive difference by recognizing the importance of sustainability. From reducing waste and promoting eco-friendly practices to overcoming challenges and barriers, every step taken toward sustainability matters. 

By embracing sustainable strategies, events can preserve the planet, set an example for others, enhance the reputation and brand image, achieve cost savings, meet legal requirements, foster community engagement, and support social responsibility. Promoting eco-friendly practices involves: 

• Raising awareness. 
• Implementing waste reduction programs. 
• Opting for sustainable materials. 
• Sourcing sustainable suppliers. 
• Minimizing energy consumption. 
• Encouraging sustainable transportation. 
• Engaging attendees. 
• Measuring impact. 

Although challenges may arise, such as limited budgets, lack of stakeholder buy-in, limited awareness and knowledge, resistance to change, complex logistics, and lack of data, these barriers can be overcome through creative solutions, effective communication, stakeholder engagement, education, and measurement systems. It is a continuous journey that requires dedication, collaboration and a commitment to making a positive impact. 

By integrating sustainability into events, we can create impactful experiences while minimizing our environmental footprint and leaving a lasting legacy of sustainability for future generations. Let us strive for events that entertain and inspire and contribute to a greener and more sustainable world. 

The post <strong>Sustainability in Events: Strategies for Reducing Waste and Promoting Eco-Friendly Practices</strong>  appeared first on Personify.

In a webinar hosted by Personify, leading industry experts explored these personas and their member journeys. Which experts you ask? 

• Wes Trochlil, President of Effective Database Management 
• Megan Woodburn, Founder and Co-CEO at Strategic Association Management 
• Nick Ruffin, President and CEO of AMR Management Services 
• Erin Sullivan, VP of Marketing at Personify  

This blog recaps the highlights. You can watch the full discussion anytime, on-demand here.  

What are member personas and why should you care?  

A persona is a fictional representation of a person built on common traits. They’re used to help understand and predict user behaviors and empathetically speak to individuals you don’t know personally. 

In the context of your members, the same use case applies. Understanding personas helps you build interactions that different individuals can relate to. Segment audiences and refine activities for each member’s journey with your association. 

Below is a graphic of the 10 different personas that make up your association. Your members can be any combination of them. People join your association for a variety of reasons and their persona is a big part of why they join.  

Example: The Advocate 

An advocate will join because they’re passionate about the association’s mission. They want involvement and to help raise awareness. They’ll engage in activities such as fundraisers and volunteer opportunities. Their need is to fulfill their purpose as true believer, which is the core of the advocate persona.  

Membership is no longer a one size fits all.

By embracing member personas, you’ll have happier members and boost engagement and retention.  

What the experts say about member personas 

How have you seen levels of engagement evolve or change in associations in recent years?  

After the dramatic changes we saw after the 2020 pandemic, member engagement has evolved. Member expectations have shifted. Technology offers opportunities to run virtual events and build disparate communities online. 

Nick Ruffin noted “the numbers we’ve seen of attendees for a virtual, annual conference is double or triple the numbers they had ever seen in person…it showed that there was this audience that was out there, that for whatever reason, just wasn’t going to come out to a conference.”  

This demonstrates that there’s a persona of members who want to take part and engage. But, maybe just not in person.  

We can give to all members, whether they prefer to engage in person or virtually. Megan Woodburn said it best, “how are we engaging the whole rather than just who has been our typical member or typical registrant at these events?”  

Should evolving engagement trends change how associations run their business and programs? If so, how?    

YES! We’ve acknowledged shifting member expectations. Wes Trochlil noted “members and customers are now saying you need to meet me on my terms and so how are you going to do that?”  

Asking your members what’s working and what isn’t is a great way to boost engagement. Host a focus group, send out surveys and listen to your members when they give feedback.  

Megan warns us to “be cautious about listening to only the loudest voices, make sure you’re doing this thoughtfully. Make sure you’re thinking about the whole rather than just solving one solution.”  

How can we better understand and serve people of all types and engagement levels in an association?  

Nick Ruftin started this off by saying “there’s 1,000 ideas of things we can do, but we can’t afford to do all of them. You could maybe afford to do 2 or 3 of them well. Using the data of what your members actually want and participate in is where you should focus your energy on, in alignment with your strategic plan, mission and vision.”   

Of course, this is easier said than done.  

Wes drove this point home discussing situations where a segment of members seems to not care. They may always be members and have high retention. But they don’t interact, participate in surveys or volunteer. These members don’t engage in the same way you anticipated, but that’s okay. They’ll consume the content they want and participate in a level that works for them. Have your team encourage the engagement of these members and try to boost that engagement. Even if a member isn’t participating now, it doesn’t mean they won’t in the future.  

The hybrid experience is something that has proven to engage all types of members. Erin Sullivan commented, “the post-pandemic member expects a hybrid experience and hybrid is expensive to put on…so you have to prioritize which events and programming make sense to provide a virtual component for, and which ones we want people to join in person.”  

Given the past few years, how are you feeling about events and conferences in 2023?  

Confidence in the events space is extremely high according to our panelists. It seems post-pandemic that people are craving in-person interaction. Megan spoke to this saying “events are back and they’re back strong. If fact we’re seeing about a 10% increase in attendance…a 60% increase in registration.”  

People belong to an association to meet with peers, network, learn and ask questions. Bringing back in-person events provides the perfect platform for all that to happen. 

Which persona(s) do you identify most with?  

Nick, being passionate but resistant to participation, identified as a combination of an advocate and curious.  

Wes felt similar to Nick and is an influencer, giver and advocate.  

Megan agreed that she is a combination of curious, advocate and influencer.  

Erin identified strongly with the connector, as one of her strengths is winning others over and bringing people together.  

All panelists felt their personas evolved over the course of their career. They identified with different personas in different career stages.  

Looking at 2023, what opportunities and challenges do you foresee for associations?  

Taking a hard look at your association is key here.  

Is your association addressing member needs? Speaking their language and offering them relevant experiences will build strong relationships. You’ll ultimately build a stronger program with better retention. 

The technology you use is critical. If you’re not evaluating it every couple of years you may be missing new opportunities.  

Want to hear more? Learn how the American Society of Nutrition used their tech stack to pivot to online meetings and events during the pandemic.  

A huge challenge our panelists identified was a possible recession. This will impact member travel budgets for events. It also speaks to agility and organizations staying nimble in the face of change. 

Looking on the bright side, Nick noted, “this could be an opportunity for associations to network and create value for members. We all survived the 2008 recession, and we have way more resources, tools and technology now.” 

Leverage your technology stack to understand your personas  

A robust association management software (AMS) will allow you to segment member data. By evaluating demographics, preferences, job titles, event attendance and content engagement, you can better understand your association personas. Once you have an understanding you can craft programs and messages that resonate.  Below are a few great technology options to help build engagement and programs for your many personas. 

Learning Management System (LMS)  

An LMS, like Classroom, engages your learning personas. You can provide opportunities to learn and gain certifications through Classroom. Bonus: this provides a good reason for employers to cover employee membership dues!  

Members who benefit most from an LMS are:   

• Researchers
• Climbers  
• Scholars   

Online Community  

An online community, like CommUnity, enables networking and community building. Members can engage and stay informed about your association’s programs. A community is a great way to connect people on specific topics or in geographic areas. You can go as big or as small as you want and let them lead the conversation.  

We’ve heard a lot of success in online communities connecting members in disparate locations – or globally. Or for onboarding young members. If your community syncs with your Association Management Software, even better. This creates more data points you can lean into to work with those personas. 

Members who benefit most from online communities are:   

• Entertainers  
• Influencers  
• Givers  
• Advocates  
• Connectors  
• Mentors

Job Board  

A job board, like Personify’s Job Board, enables members to post and search for jobs. They can also learn about volunteer and research positions. This is great for those seeking career path growth or to grow their association or business.  

Members who benefit most from a job board are:  

• Climbers  
• Advocates  
• Scholars  
• Researchers  

Event Management  

An event management tool (we have a lot of those at Personify) will help you create events members will love. Connect people virtually and face-to-face for professional development, networking, friendship and more.  

Members who benefit most from events are:  

• Influencers  
• Advocates  
• Connectors

To watch the full conversation between Megan, Nick, Wes and Erin click the link below!  

The post <strong>Webinar Recap “The New Member Journey: Emerging Member Personas for Associations” </strong>  appeared first on Personify.

While visions of sugarplums and holiday cheer were dancing in my head this morning, they were interrupted by a brilliant, if not concerning opening headline from Reuters: Recession, or recession-ish?

It was a good reminder why one of my New Year’s resolutions will be to stop scrolling through my emails first thing in the morning. I would have rathered stayed in my Christmas bubble a little longer.

Still, the article gets to the heart of what so many of us are trying to prepare for as we finalize budgets and strategic plans for 2023. Will there be a recession and how bad will it be?

Turns out, the answers aren’t easily found, even by some of the country’s best economists. But we do believe in being prepared, and in our “Top Association Trends for 2023” e-book, we break down some practical steps your team can take to help support your members and your mission in case hard times come knocking in the next several months.

One of our recommendations is to develop or re-evaluate your organization’s resiliency plan.

The Need for a Resiliency Plan 

Over the past several years, we have witnessed unprecedented economic growth in the U.S. Association membership was on the rise, attendance at annual tradeshows was solid and engagement was high. But the pandemic changed everything in a matter of months. Organizations have had to scale back operations, postpone or cancel events and make significant changes and decisions on a very quick timeline. And, many are still in the trenches. 

A resiliency plan can help your organization not only anticipate but also plan for changes and events that will affect your revenue projections and your bottom line. And this is particularly relevant now. According to the ASAE Research Foundation, 77 percent of associations anticipate the need to use financial reserves to offset revenue losses due to the current global health crisis.   

Developing a Resiliency Plan 

First, I should clarify that resiliency planning is not a one-time activity but rather a cycle where leaders regularly monitor and evaluate progress and then re-assess their needs and priorities. A robust plan will support both the short- and long-term sustainability of your organization.  

Here are the building blocks of a resiliency plan for an association or nonprofit: 

1. Assess risk and vulnerability 

Create a leadership task force made up of individuals across the organization that can contribute to the resiliency plan and highlight things to keep in mind for their respective functions and impact on the business. Do this before making any moves or decisions that will impact your staff and your members. You want to ensure that you have the right people in the room and that it’s a group of diverse, representative voices at all levels of the organization. 

With your task force, hold a series of discussions where you evaluate your organization’s bottom line, look at where membership revenue and renewals stand today, revisit your mission and vision, identify vulnerabilities that could arise as a result of a recession, and identify how you are engaging stakeholders to address these challenges. Consider sending a survey to members to understand which programs, activities and events they want to take advantage of now to help determine changes to staffing and your budget. 

2. Plan and prioritize 

Once you have an understanding of your organization’s vulnerabilities, challenges and opportunities, prioritize the strategies and potential actions to address those issues.  

For example, has membership suffered in recent months? If so, do you offer a payment plan to members and does it make sense to offer a free one-year extension to people who have lost their jobs? Are you taking your meetings and annual conference virtual? What percent of revenue do in-person events account for? And, do you need to spin up digital programs to offset the lack of events taking place this year to reaffirm the value that you offer to members? 

Develop short- and long-term priorities for each area of your business that takes today’s economic environment and public health concerns into account, and your expectations for these a year or two from now. 

3. Reshape Your Strategy 

Most associations and nonprofits have experienced significant disruption to business-as-usual operations and will continue to do so post–COVID-19. To help address these challenges and keep your organization humming, consider these actions: 

• Evaluate short-term liquidity. Your finance team is likely evaluating cash flow and working capital to understand how the pandemic has affected the growth of the organization. Monitor short-term cash flow and maintain a strict discipline around collecting receivables. If you don’t offer a payment plan for members, consider adding this option to increase recurring revenue and provide flexibility. 

• Assess financial and operational risks. Associations should monitor increases in their direct costs and the impact to overall margins. Look to re-negotiate terms with vendors or lock in pricing for a longer period to provide stability for your organization. Explore solutions that can offset losses in membership revenue such as online learning, virtual events and more. Evaluate your organization’s technical debt and how your technology stack enables or prevents operational flexibility and efficiency. 

• Determine how the pandemic affects budgets and business plans. Organizations should stress-test their financial plans for multiple scenarios to understand the effects on economic performance and any long-term impacts. If you’ve had to furlough staff at your organization, will you be able to reinstate these positions in late 2023 or early 2024 given your current cash flow expectations? Should you budget for a hybrid conference option in 2023 to ensure that you’ll recoup attendance and sponsorship revenue even if members cannot afford to meet face-to-face? 

4. Communicate with Stakeholders  

Clear, transparent and timely communication is crucial when developing a plan to reshape your association and to secure ongoing support from members, staff, partners, suppliers, your board of directors and more. Share updates regularly as policies change and as you are putting any programs or activities on pause and introducing new ones.

Revisit the survey that you sent to members and create targeted messaging based on their previous engagement. For example, if you are creating virtual coffee chats to replace a monthly networking event, send a personal message to members who have participated in networking events over the past six months and let them know about the changes. Also, share the activities broadly to encourage participation from people who may not have been able to join previously due to time conflicts or geographical limitations. 

Share regular updates to members in your member newsletter or in weekly emails that detail changes to membership dues and renewals, the addition of digital programming or virtual events, plans to postpone in-person meetings and networking activities and more.  

5. Monitor, evaluate, and adapt 

If I’m looking for the silver lining, the current environment offers an opportunity for reflection and a chance to evaluate what’s working and what’s not. But I want to reiterate that this isn’t a one-time activity. Continually monitor and re-assess your efforts throughout this pandemic and afterward.  

Consider both internal and external cues to understand when your strategy needs to change and evolve. Internal cues include staff sentiment for going back into the office, the number of staff needed in a particular facility and which programs and services can be delivered virtually. External cues include local and state restrictions around gathering, whether cases are declining or increasing along with the availability of testing and hospital capacity in your area. As these numbers and information change, update your plans accordingly. 

Want to Learn More? 

Economic downturns are hard to predict but we can be confident that they will happen. Build a resiliency plan now so that you’re ready for when a downtown occurs. Join me to learn how organizations leveraged technology to develop a resiliency strategy to emerge from a crisis, whether a global pandemic or recession, stronger than ever. 

During the session, you’ll explore concepts in: 

• A review of the shutdowns and re-openings that took place across the country and the effects for member-based organizations  
• How organizations are adapting with examples from the National Association for Home Care & Hospice, the American Optometric Association and the National Association of Secondary School Principals 

• Tips for building a resiliency strategy to weather the current pandemic and evolve for the future 

Watch Now 

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