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.

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/.

The post A2Z Events by Personify Presents the Ultimate Guide to Event Registration appeared first on Personify.

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.

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.

Personify, Inc. (“Personify”), a technology partner helping associations, nonprofits and event professionals to bring people together and build revenue, is pleased to release powerful insights and considerations for trade shows and events in 2023. The research report, “2023 Exhibitor Data: Research Findings,” presents the most relevant and current trends for trade show and event organizers with research conducted by A2Z Events in January 2023. The full report provides a deep understanding of the power of events today, changing expectations, unique challenges, expanding goals and demographic shifts, all from the eyes of the exhibitor.  

“At Personify, we understand the importance of staying informed about the current trends and expectations for trade shows and events,” said Rich Vallaster, Director of Event Marketing at Personify. “That’s why we conducted this research – to provide event organizers with a better understanding of exhibitor preferences and needs. The most surprising finding from the survey was that exhibitors cited increasing their visibility as more important than generating leads – a clear indication of the broader goals many companies have for events today. Overall, we feel this survey data is essential to help ensure that trade shows in 2023 meet the demands of modern exhibitors.” 

Within the report, our research affirms anticipated growth in event participation this year, highlighting that events are a powerful and versatile marketing tool for companies of all sizes. 89% of survey respondents reported their 2023 event participation is staying the same or increasing compared to 2022. Despite economic uncertainty, companies are looking to 2023 as a benchmark for successful events, recognizing the importance of event ROI and engagement in an ever-competitive market.  

Findings within the report suggest that events have become more than just a tool to acquire new customers. While generating new leads has always been a top priority, in 2023, exhibitors are looking to increase their visibility more than ever before. Exhibitors also reported that content will be a key motivator for attendance at an event and sustainability remains a focus for many when organizing events.  

Additionally, the report uncovers the most important demographic to target and consider when designing your event experiences in 2023. Today’s primary target audience may be younger than you think. The demographic insights within the report support a considerable shift in buying power and an increase in expectations for a curated, interactive and engaging experience before, during and after events.   

Meeting the needs of exhibitors is not easy in today’s world. On top of ensuring basic needs, such as having an exhibition space and marketing materials available, understanding exhibitor expectations and motivations will further enable show organizers and events professionals to maximize their events in 2023 and beyond.  

“2023 Exhibitor Data: Research Findings” is available to download for free and contains 16 pages filled with insights into the motivations, preferences and expectations of today’s exhibitors. The report was compiled from the survey responses of 318 participants employed by companies or organizations that have exhibited during at least one trade show, conference or event in the United States during 2022. While each company or organization is unique in its participation in trade shows and events, the findings can help inform show organizers as they develop strategies designed to support the long-term growth and success of their organization.  

The full report, conducted by A2Z Events by Personify, is available to download for free, here.  

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/. 

The post A2Z Events by Personify Completes 2023 Trade Show and Events Research Report 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 

The post Why Your Association Needs a Resiliency Plan appeared first on Personify.

What makes Personify stand out is the culture of encouragement and responsiveness; we foster a culture where we support each other’s ideas and welcome the innovation of individuals.

Can you describe your career progression at Personify over the last 13 years?

I was originally part of A2Z Events, and then, we were acquired by Personify. In that time, I’ve held roles as a business analyst, product manager and project manager. I’ve led teams and started business units. I was always on the lookout for something new, keeping up with changes and challenges and identifying potential benefits to the business. My focus area was to look into what I could do to make an impact on a broader organizational level; moving in and out of different areas and learning as I went. In addition, I was continuously building relationships and expanding my network to ensure I was connecting with senior leadership and colleagues outside of my team, which greatly benefited me in growing my reach and securing my future.

I bring a solution-oriented approach, a deeper understanding of business issues, the ability to create traction through data, and the determination to do whatever it takes to get things done. That ability to overcome obstacles and go above and beyond is critical to accelerating your career here or anywhere. What makes Personify stand out is the culture of encouragement and responsiveness; we foster a culture where we support each other’s ideas and welcome the innovation of individuals.

What’s your elevator pitch for why someone in sales should join your team?

It’s always fun to be in the forefront, see where the business is growing, and pinpoint how I can contribute to our broader success. One thing that excites us as a team is understanding the client, not just from one department’s view, but looking into the data and processes to gain an enterprise-level perspective of an organization. I enjoy working with different teams across the organization, from go-to-market to finance, to client success, customer success, professional services, and strategy. I see our role as a Sales team as one that leverages information and insights to make a difference for the people at an organization.

How would you describe yourself as a leader?

I like to focus on two aspects of team leadership: individual development and team impact. I work with team members on how they want to grow personally and professionally. I want to empower them with the skills and knowledge they require to go out in the world and not just be competent but to thrive. As a team, we contribute to the success of the company; so I want to nurture a culture of collaboration, where together we are better than we are as individuals. The three principles that tie to Personify values, which drive my approach to my own career and leadership, are curiosity, accountability and forgiveness. If you are motivated to figure things out, inspired to get things done, and open to learning from mistakes, you will find deep professional satisfaction here. 

What do you like to do for fun outside work?  

I listen to the podcast Hidden Brain about how our brain functions and how we perceive things. It’s one of the four podcasts I always try to listen to. 

For fun, this summer, we have been very active as a family. I have two boys, and this was the first time we tried camping. They enjoyed it, so we went on a few overnight trips this summer.

Are there any insights or words of advice you would like to share?

As a people manager, I want to know: how can I alleviate the problems you are facing? What barriers can I remove, relationships can I leverage, and deliverables can I take on for you to do your best work? As a leader, if I can free up their time, I will because I know it helps them perform better on deals they nurture. It may not always be possible, but I do what I can. 

As an individual performer, I want to encourage others to get in front their leaders and the people their managers report to. Increasing your visibility and demonstrating how you contribute is the most straightforward path to career advancement. At the same time, a profound understanding of the culture and values, with a focus on the team goals, is also essential.

People of Personify

The “People of Personify” is a multi-part series featuring profiles and interviews with leaders and talented team members at Personify who are driving innovation for professional associations and event management partners.

The post People of Personify: Get to Know Ashish Jain appeared first on Personify.

As the new year dawns, how can you stay ahead of the curve and make sure your association has the right tools in 2023?  

Well, 85% of nonprofits say technology is the key to the success of their organization. This means many organizations have identified tech as important to their mission and their members and are starting to think about a strategic tech plan to help achieve their goals.

Here are a few association tech trends that we believe can help make your communities stronger and more empowered in the coming year!

Trend #1: Economic concerns and recession preparation 

With inflation at a staggering 8.4% this past quarter, supply chain issues and the unprecedented nature of the past few years, the economy is at the forefront of everyone’s mind. How will the potential of a recession affect your association and its events for 2023?  

Although it’s hard to predict an exact fail-safe, the technology you use and the strategies you implement can help your members through a recession.  

Provide an online community for your members that gives them a voice. This space can give them support from other members, learning opportunities and an easy way to donate to special campaigns that can help members receive any emotional or practical support they need through a recession. Consider tech that allows you to check the pulse of your members using surveys or forms that you can post on your website and send via emails. 

Trend #2: Technology centered around your people  

Thriving organizations put their members and their team first. When it comes to budgeting for your technology stack, think about how your people will use it. Is this going to help your members develop? Does this tech strengthen your association’s mission? Will it optimize your staff’s processes?  

The association management software (AMS) you use should provide your team with automation and reliable reporting.   

During your planning for next year, choose technology that’s easy to use for your staff and intuitive for your members.  

Trend #3: Personalized giving experiences 

If your plan for 2023 includes any type of fundraising, you’ll want to give a personalized experience to your members. Utilizing a robust AMS to gather and segment your member’s data will make this easier and more efficient for your team. Members will see opportunities that matter to them based on their preferences. 

Organizations should also consider mobile giving for 2023. We’ve seen a 50% increase in donation transactions completed through mobile devices. This coupled with half of the website traffic coming from mobile devices shows how important it is to build a mobile-friendly website mobile. Implementing this technology for your fundraising is sure to help your association succeed in the coming year. 

Trend #4: Investment in tech talent and training 

Technology is essential for your staff to run efficiently, and it can also be used for training and learning purposes. Whether your organization hires full-time staff or freelance or contract workers to help manage your tech, skilled workers are a must — and if staff is limited in their knowledge, organizations will invest in training for their team in 2023.

Associations should plan to provide comprehensive training and continuous learning opportunities for the tech and data they use.

Ready for more? 

We’ve got 3 more association tech trends to share with you, including:  

• Prioritizing data security 
• Member-empowering technology 
• Curating event experiences for the new VIPs 

We want you to be prepared for 2023 with a robust and strategic technology plan. Join us on December 8^th at 12:30 pm ET for the full discussion with Ashly Stewart, Marketing Manager and Erin Sullivan, VP of Marketing in our webinar, “The Top Association Tech Trends for 2023.” 

The post 4 Association Tech Trends to Watch for in 2023  appeared first on Personify.

Are online communities a nice-to-have or need-to-have?

Starting off the webinar, Ashly and Don discuss the focal question of whether online communities are nice-to-have or a need-to-have. For a long time, the verdict was “nice-to-have”. The biggest contributor to this position? The cost of online communities. However, Don noted that online communities have evolved in recent years to a point where the cost is lower and the quality is higher!

Another concern from team “nice-to-have” is the automatic assumption that when you get an online community, no one actually uses it. Well, using the platform to its full potential often mitigates this concern – everything should be in the community and your members will want to use it! If you’re a member looking for something related to your association, it should be found in your online community. Discussion boards, event promotion, blogs, webinar registration, video recordings, meeting notes – put it in your online community.

The verdict: Online communities are a need-to-have

The biggest reason that online communities are a need-to-have is that members want them. “Our members are asking for it and not only are they asking for it, but if we don’t create a space for them, they will do it themselves,” said Ashly in the webinar. The problem with member-created communities, like a Facebook group, is that you don’t own these spaces, have no control over what is done there and they have low security. An example of low security came in 2021 when Facebook was hacked and millions of individuals’ profiles were affected. Having a dedicated space for members gives members the space they desire with the security they need.

Another key factor in why online communities are transitioning to a “need-to-have” is due to how they’ve changed recently. They are easier to use and more integrated with your current tech. As members become more remote, the need for connection to their community grows, hence the need for an online community.

Looking at some data to support online communities, Ashly referred to a 2021 Membership Marketing Benchmark Report which showed an uptick in visits to the members-only section of associations’ websites from 44% to 56%, clearly showing the growing interest in online communities.

5 reasons associations may need an online community

Aside from members wanting them, there are a few other reasons that an online community can help you.

1. Flexibility

Online communities are perfect for any size association – small, large or somewhere in between. An online community can grow and scale with your association’s goals. The options for managing an online community are plentiful as well. We’ve seen success for each of these management options:

• You can hire a full-time Community Manager role
• You can hire a part-time Community Manager role
• You can make community management a tag-team effort with your existing team
• You can recruit volunteers to manage your community
• You can build a board committee that oversees community management

One of the biggest things Don discusses about creating a successful online community is making sure everything members need/want is in the community. Rather than sending out emails or a zoom link to an event – put your information in the online community.

2. Group management and engagement

Clear segmentation is needed to allow your members to have the best experience in the online community. Having various discussion boards in your community for specific interests will give members a personalized experience, encouraging engagement in the community. The same goes for audience-specific groups, such as individuals who volunteer, attend events and new members.

The best part of having this segmentation is that members can opt into specific groups that meet their interests at any time, allowing everyone’s preferences to align with their experience in the online community.

This group management and segmentation is also helpful for staff members. They can use member data to get to know their members based on their behaviors in the community. Seeing this data allows organizations to communicate with the right individuals at the right time, increasing member engagement and building deeper, more personal relationships.

3. Additional revenue opportunities

When utilizing a member-exclusive online community, there are many ways an association can build additional revenue. You can provide member-only learning opportunities such as webinars, educational sessions, and certification programs by promoting them in the community. This is also a good place to give members easy access to merchandise or store links, you can offer special discounts and sales to those in the online community.

It’s also a great space to promote any branded items you’re selling and any events you’re hosting. Including a special early-bird price for members that register in your online community is another way to encourage members to use the space and engage with your content.

4. Better communication and workflows

Online communities should always be member-centric, but did you know they have benefits for your internal team and boards, too?

You can use your online community as a centralized location for your document storage and access. Ashly shared some data from a case study about a Personify client using CommUnity. The National Association of Nutrition Professionals (NANP) saved $1,600 per year after CommUnity platform replaced DropBox!

Leveraging your online community as a central place for everything is vital for getting the most out of the software. Use it for storing:

• Meeting minutes
• Working documents
• Annual reports
• Content to share with members
• Anything else your association may create

The best part is that you can restrict access to certain staff members using the group management feature.

For your marketing team, an online community provides benefits as well. Instead of using a typical email to communicate with members, you can post the same content in your community discussion board. This space encourages more interaction and engagement with members, giving you a better idea of interest and engagement than tracking email opens and clicks.

5. Increasing member loyalty

Members join associations for their mission and they will stay loyal due to the connections they make and the value offered to them. An online community is an interactive and live space for members to grow loyalty to your organization. This can happen because they:

• Get up-to-date announcements on new events
• Can build connections with other members
• See others engaging (and enjoying) their membership in your organization

 It’s hard to walk away from an organization that clearly cares about its members so much.

Member-driven content is also something we’ve seen contribute to membership retention. When members can interact with each other and build connections with those who have the same interests and values as them, it strengthens your community from the inside. When you see your members producing a lot of content and interacting with each other’s creations… that’s when you know your online community is doing what it should.

Your need-to-have online community

While many are viewing online communities as essential to their organization, it’s important to make sure it aligns with member needs and behaviors. The driving factor in building your online community should be that your members need it, want it and see it as enhancing their experience in your organization.

And try not to stress about how to manage your online community. There are many options ranging from hiring a dedicated community manager to having a volunteer team. For a deeper dive into how you can do more with less, check out “No Community Manager? No Problem.”

An online community can be a huge benefit for your organization. To watch the full conversation between Ashly Stewart, Marketing Manager from Personify and Don Knox, Executive Chair for Civica Associations Conferences and Exhibitions click the link below!

The post Webinar Recap: The Online Community Advantage appeared first on Personify.

For your association or nonprofit, anticipating and fulfilling your member’s needs is a high priority to retain members and boost new member registration. So, the question is – does having an online community contribute to your member needs?  What are the benefits of online communities?

Well, when you look at the data, members of associations and nonprofits want to be involved in online communities. In a recent webinar, we talked about how association professionals saw their website’s “members-only” section grow to 56%, up from 44% the previous year. We also saw that 76% of internet users participated in an online community in 2020 and 44% said it was more important to have an online community in 2020, according to The Journey Ahead: The Future of Associations, Nonprofits and Events.  

Between these findings and the increase in emerging data about members utilizing online communities, it seems to me that an online community should be a need-to-have when considering your budget for 2023. But other than showing your board and staff the numbers, how can you convince them to take the leap?  

We advise keeping these benefits top-of-mind when building a case for your online community to your board and creating an online community your members love to use.

1. Members want online communities  

As we’ve already seen from the 2021 Membership Marketing Benchmark Report, sections of your website that are dedicated to members only are increasing in popularity and usage. This report also notes that 71% of associations experienced an increased level of engagement by their members. A recent survey of nearly 1,000 association members and staff came to similar conclusions. Clearly, members are wanting to engage with their associations and believe it is vital for associations to have a community for their members to network and connect. An online community provides better learning opportunities, more connections, and better communication. If you don’t create this space for them, they’ll create it themselves. This makes it harder for your team to influence, and you lose valuable moments to connect and further the mission’s brand.  

2. Managing your online community is more flexible than ever 

This all sounds great, right? A space for your members that you know they want, they will utilize, and provides more value to their experience. But what kind of resources are needed for this community? The good news is managing online communities is more flexible than ever.  

Here are a few ways we’ve seen organizations manage their online spaces: 

Hiring a dedicated community manager  

• A community manager will take on all aspects of your online community. They will grant access to the community, help set up member profiles and answer member questions. They will also be responsible for providing new content from the association that is relevant for members and keep them informed about upcoming events.  
• This is also possible with a part-time community manager. If you have a smaller budget or a smaller pool of members, a part-time CM could be perfect for your online community.  

Utilize your current staff

• We’ve seen that a lot of marketing roles in associations align with the responsibilities of a community manager. By tag-teaming your current staff to help with all the aspects of an online community, you will be able to save your budget and create a stronger sense of unity between your current staff and members.
• We dive deeper into this idea in our guide “No Community Manager? No Problem?”  

Put together a small volunteer team or committee  

• A small group of individuals who love the idea of a collaborative space to network and connect with others will most likely love to help with your online community.  They can be your committee members to manage the community and handle administrative duties.  

The bottom line is that one of the biggest barriers to managing online communities is now gone as organizations of all sizes have proved that online communities can be successful with various management approaches.  

3. Online communities can be cost-effective and revenue-generating  

One of the most significant benefits of online communities that should be mentioned when pitching the idea to your board is the financial opportunities. Utilizing the discussion boards for non-dues revenue opportunities like learning courses and featured jobs is easy and effective. Members are already active on the discussion boards to connect with other members, promotions and updates about the association will be easily seen by your main audience.   

An online community is also a space where you can store all your documents and content for your association. This can save you money on storage applications like Dropbox. In fact, the National Association of Nutrition Professionals (NANP) saved over $1,600 a year after using an online community to store and share all their online documents. An extra plus to keeping all your documents in your online community is that you will have full control over who accesses them, keeping members-only and board-specific content secure.  

Ready to dive in?  

To hear more about the benefits and why online communities are becoming a “need-to-have” for associations and nonprofits, join industry experts, Don Knox, Executive Chair for Civica Associations Conferences and Exhibitions, and Ashly Stewart, Marketing Manager from Personify, for the webinar, “The Online Community Advantage” on 10/18 at 12:30 p.m. ET.  

The post 3 Benefits of Online Communities appeared first on Personify.