Blog
Do You Know How to Be A Member?
YAY! You just got a new member! Hopefully, she’ll acclimate and find her place and stay with you forever. Wait: “hopefully”? We can do better than that. Here’s the question you need to ask yourself:…
Read More →What Is Your “Customer Journey”?
Reading a recent article in the Harvard Business Review on the topic of “customer journeys” got me thinking about their role in the association space. What is a “customer journey”? The example HBR used was of…
Read More →Turning Ideas into Reality
Also known as “the hard part.” I’ve been working with an association lately where the focus of the engagement is on transforming the organization. I’m specifically working with them on a membership transformation, but a…
Read More →Engagement: It’s Not About You
There was a lot of talk about measuring and scoring member engagement at December’s ASAE Technology Conference. People talked about scoring systems. People talked about tech platforms to track and report on the scores. People…
Read More →Recruit the Whole Person
I was recently chatting with the smart and talented Andrea Rutledge (Executive Director of the National Architectural Accrediting Board) about membership recruitment. Andrea’s been a volunteer with ASAE’s research committee, which supports the work of the…
Read More →Retention is a Relationship
And you can’t claim to have a relationship with people you don’t know. This topic has come up frequently with clients in the past six months, both within full engagements, where we’ve been looking at…
Read More →What’s Your Marketing Resolution for 2016?
I’m totally stealing this idea from smartie Beth Brodovsky, who emailed me this same question recently for her Driving Participation podcast series. My resolution for association marketers would be for us to stop talking about…
Read More →Giving Tuesday Thoughts
#GivingTuesday is not a huge thing in associations – although the ASAE Foundation has done some nice work on social media drawing attention to their donors today (more than directly asking for donations). But it’s…
Read More →The Lean Startup Changes Everthing
I’m excited to share the launch of the seventh whitepaper in the ongoing Spark whitepaper series, Innovate the Lean Way: Applying Lean Startup Methodology in the Association Environment. The whitepaper addresses a simple (but not…
Read More →Innovate the Lean Way
“There’s no bigger waste than investing resources working on the wrong thing.” Guillermo Ortiz de Zárate, Director, Information Systems, National Council of Architectural Registration Boards (NCARB) Given associations’ tight resources, we can’t afford to waste…
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