Our Top 10 Viewed Blogs for #Association Execs in 2014...

What a great year we had!  There has been several thought-provoking articles that have hit the #OGCSAE Chapter Blog this year; and we wanted to celebrate the support we have received by showcasing the top blogs this year:

1. 5 Big Sponsorship Trends to Watch in 2014 (from March 2014): This post was provided by Bernie Colterman, Managing Partner of the Centre of Excellence for Public Sector Marketing (CEPSM), who suggested that increased focus on the customization of sponsorship benefits packages, increased focus on sponsorship activation, less emphasis on the “Metal Levels”, increased focus on content distribution, and integration with social media were trends to watch this year.
2. Blogging Best Practices (from February 2014): This post was written by Angie D’Aoust, Director of Marketing & Communications with the Canadian Dental Hygienists Association (CDHA), who provided 10 steps/tips/best practices to a better blog.
3. Don't Let Your Board Get Decision Fatigue! (from March 2014): This post was written by Meredith Low; of Meredith Low Consulting, who talks about decision-making, the decision-fatigue phenomenon, and tips to optimize the way your board makes decisions.
4. Lessons in Hybrid Meetings: Hybrid or Not? (from March 2014): Written by Mahoganey Jones (a Certified Meeting Professional and Digital Event Strategist with a background in continuing professional development),  talks about hybrid meetings, and questions to ask to help determine if your organization should produce a hybrid event.
5. 10 Things to Do Before Implementing Something New (from August 2014): This post was submitted by Scott Oser, of Scott Oser Associates, which provides a running checklist of things to take care of before taking the leap.
6. Best Practices to Maximize Your Conference Experience (from June 2014): In this industry, we attend many conferences; our own, those for our association memberships, and those relevant to our area of work.  This post provides 0 tips to maximize your attendance at a conference.
7. An Association's Road Map to Handling Criticism on Social Media (from November 2014): This post was written by Marc Cousineau, President and Founder of Incline Marketing, offering eight things to take into account when responding to criticism on social media.
8. Lessons in Hybrid Meetings: 5 Steps to Getting Senior Management Buy-In (from April 2014): Written by Mahoganey Jones (a Certified Meeting Professional and Digital Event Strategist with a background in continuing professional development), who recommends the 5 steps to gain executive level buy-in to ensure the success of your meeting or event.
9. Membership in the Age of Google: What Are You Serving Up? (from June 2014): This article was originally featured in the April-May issue of CSAE Ottawa-Gatineau Executive, and was written by Jennifer Hagen, CAE, Director, Chamber Development & Services with the Canadian Chamber of Commerce, and looks at how you can create engagement with current and future members.
10. The Secret to Member Engagement Is... Being Nosy! (from April 2014): Written by Sarah Hill is the primary blogger for MC Talks, the blog for MemberClicks, which suggests getting at the root of your members' "why" and find out what is most important to them to engage!

Thank you to all who submitted posts for our blog this year - we really appreciate it!  If you want to submit a post in the future, please email Meagan Rockett.  Happy holidays to all, and we look forward to a thought-provoking 2015!

Image courtesy of Stuart Miles at FreeDigitalPhotos.net

There's No Life Like It: Associations!

When you were a child, did you say to yourself, "I think I want to work in associations when I grow up"?  If you're like most MarCommers who gathered for our October session - young or more (ahem) seasoned - you fell into association work by opportunity not by design.

Our session, "Young Professionals in Association Communications," included a reach into the young professionals (YP) group of CSAE Ottawa-Gatineau in order to provide a multi-generational look at association communications work.  Through a round table discussion, all participants (YPs and senior professionals [SPs]) shared in a lively conversation about association communications/marketing/membership careers - the good, the bad, and the ugly.

Not one person present arrived at their association position having had a career counsellor say, "Association work is a path you should consider."  All arrived at their first association either as a recent graduate in search of a welcome pay-cheque or as a student in a work placement role.  Most have never left.

When you consider the collective years of experience around the table - closing in on 200 years of association experience - it is clear that this is a career that more people should consider.  Association work can be a stopping point on a career map but it can also be a career.

Together, we discussed our varied paths to association work and what has kept us here (flexibility, ability to achieve, grow into roles, try new things, etc.), as well as what the positive rewards are for staying (immediate feedback, inspiring volunteers, and the ability to see an idea from drawing board to reality).

Given that this was an intergenerational group, we asked YPs what SPs could be doing to help them in our organizations.  All YPs said that the gift of time is most beneficial; that is, taking the time to review what has been done and to help YPs understand what the corporate values are.  Second, they stressed the ability to let go and let YPs try new things - not all of which will work out - and having the grace to accept failure when it happens.

Turning the table, the SPs were asked what the look for in YPs when they are hiring or considering promotions.  Attitude was cited as the most valued trait in any new hire or promotion; this valued trait applies to all generations.  Given that associations seem to be chronically understaffed, the ability to see and the attitude to do what needs to be accomplished and to make it happen are key for any generation of employee.

All YPs present indicated their intent to remain in the association environment, at least for now.  This is good news for associations!  Those with more years of experience reinforced the values that had kept them in the association world for their careers: adaptability, the ability to be creative and problem solve (with its own rewards), and community.  For YPs to hear a number of SPs indicate that association work can be a lifelong career path must be reassuring at this point in their journey.  YPs are eager to learn and be mentored, so SPs need to embrace this mentoring opportunity and remember to let go at times, which isn't always easy!  Both generations have valuable contributions to make to the success of our organizations.  Let's not forget this important point.

Did you know?  The MarComm group meets the second Tuesday of every month.  We encourage all generations to participate.  Watch CSAE Ottawa-Gatineau event listings for meeting notices/topics.

A BIG thank you to Jennifer Hagen, with the Canadian Chamber of Commerce, for submitting this article.  We appreciate all that you do!

 Image courtesy of photostock at FreeDigitalPhotos.net

The Power of Why (Guest Post by @Lowellmatthew)

I believe that the further we get in our careers, the more we discover that the questions we ask have the potential for learning and growth much more than the answers we receive.  Honing focus on our assignments, gaining organizational vision, insight into industry direction and determining our own personal career paths are each potential adventures of discovery – fueled by the question why.  Depending on how we utilize this three letter word, we can paint a self-portrait of an up and coming organizational leader, or a stubborn employee who isn’t a team player.  Here are five perspectives on the question why:

1. “Why are our resources aligned with these priorities?”  You have read the mission and the vision, you have reviewed the strategic plan.  The true value that an organization is trying to produce is often a deeper narrative than what resides in these pieces – and how an organization assigns its staff and finances can tell the backstory to how it is trying to achieve its goals.  Asking for better understanding into the formula behind organizational success can demonstrate that you are looking to be a key contributor to that success.  In addition, these insights can show opportunities for cross-silo collaboration and cooperation, building bridges and help you produce stronger results.
2. “Why do I have to do this?”  When we know how the work that we have on our plate impacts the success of our organization we often find greater feelings of achievement/accomplishment.  With that said, there are also times that we have to do what logistically needs to get done.  This question can be a double edged sword – asked in the right context it shows intent to be a key organizational contributor, asked in another light it can be taken as petulant.  Navigating the delicate balance is essential to demonstrating that you can get the job done with the right attitude.
3. “Why do I have this job?”  A question for personal reflection, it is important to take stock and align how your current position reflects that career path you are pursuing.  What are you looking to learn at this job?  What successes will be milestones that will show future employers what you bring to the table?  How is your current position not just a job, but an intentional step in your successful career path?
4. “Why are certain topics trending in industry discussions/publications/conferences/online forums?”  Knowing the path you want to take in your career means knowing where your industry is going.  What publications do you read?  What blogs make you think, question and push your own pre-conceived concepts?  Keeping abreast of industry issues, problems and opportunities coming down the line will never be part of a job description, but should be part of our personal resolution.  Discovering our personal professional paths in an intentional fashion means also exploring the professional universe where we will have our journey – so start drawing your map!
5. “Why do I rock?”  What are your strengths?  How do you keep those strengths in your mind as a toolbox and intentionally bring them to the table with every assignment you have?  What tools do you want to develop to add to your repertoire?  We each need to know what we bring to the table, both so we can use those strengths for awesome results and so we can build teams around us to help balance our areas for growth with others strengths.  

This advice for the emerging association pro is by Lowell Aplebaum, CAE. He's the author of Association 141+ blog (http://association141.blogspot.com/) and a spectacular association pro himself with the Society of Neuroscience.

Image courtesy of FreeDigitalPhotos.net

Engaging Next Generations

Recently, over 100 members of the Ottawa-Gatineau CSAE Chapter met at the Sheraton Ottawa to listen to a panel of three association executives that discussed member engagement, particularly the challenges they faced involving the next generations of members.

Panelists Sean Kelly(National Director of Membership at the Canadian Bar Association), Linda Palmer, CAE(Director of Membership Services and Trainee Programs at the Canadian Cardiovascular Society) and Leacy O’Callaghan-O’Brien, CAE (Director, Advocacy, Communications and Events at the Canadian Association of Medical Radiation Technologists) shared the experience of their organizations. In each case, the association had identified early signs of weakening interest from younger generations.

The panel was moderated by David Coletto, CEO of Abacus Data, an Ottawa-based full-service market research firm. David was particularly well-suited to facilitate a discussion on this topic as his firm offers a Canadian Millennial practice (which includes advice for engaging with this emerging generation) and David is a millennial himself!

As part of his opening remarks, David presented a compelling overview of the importance of member segmentation based on the premise that different generations will have particular interests and needs. For example, education and mentorship rank as highly important benefits for millennials while networking and discounts were the highest ranked incentives for boomers to join an association.

A great deal of valuable information was shared during this session. It was clear that associations need to be attentive to signs or triggers that may indicate that they are, or will soon be, facing a drop in involvement by younger cohorts. Potential indicators include difficult economic conditions (making it harder for organizations to justify a membership dues expense), competition for membership from other organizations, low renewal rates amongst those transitioning from academia to the workforce particularly where membership is voluntary, and difficulty in getting younger members to participate in programs.

All of the panelists agreed that once indicators have been identified it is critical to make informed decisions based on research and consultation so that appropriate solutions can be identified and implemented.

Here are a few of the diverse and original solutions shared by the panel. Some of these may be helpful within your organization:

• Ensuring the voice of younger members is being heard by providing opportunities to participate in meaningful decision making
• Inclusion at the top -- dedicating a board position for younger members
• Naming young professional ambassadors
• Creating a committee dedicated to new members
• Implementing recognition programs and awards
• Increasing social media presence
• Going visual -- making videos about the brand
• Delivering specifically what they value
• Being willing to think outside the box -- not relying on how things have always been done

After implementing a number of these changes, each of the three organizations represented by the panel reported significant improvements in participation from younger generations. Success indicators included increased conversions from trainees to members as well as an overall boost in member numbers.

Ultimately, the fate of membership associations rests with our ability to attract and keep younger generations engaged. The earlier this is recognized and addressed, the greater the likelihood that your association will enjoy a sustainable future.

Latest #CSAE Ottawa Gatineau Executive now available!

In this issue....

• Ottawa Rocks!  See who has won some of the awards at the September 2013 CSAE National Conference & Showcase from the chapter.  Congrats everyone!
• Our Chapter President, Susie Grynol, writes about the "New Now" in her Presidents Column
• Check out our re-caps on the September Kick-Off at the Brookstreet Hotel.
• Engaging Younger Generations is as hot a topic as ever - and the chapter had a panel discussion about this in September.  Check out the re-cap available if you were not able to attend.
• Are you thriving or surviving in your current work situation?  Alan Kearns of CareerJoy discusses Generational Leadership.
• View our most recent grads of the CAE Program - congrats to everyone!
• Carleton University Launches its First Master's Program in Philanthropy and Non-Profit Leadership - get more info here.
• Daniel Brunette spoke with us in October at our lunch on Successful Fundraising Strategies - read the re-cap if you missed the lunch
• Meagan Rockett talks about member segmentation and Canada's Anti-Spam Legislation in the "Invest In Your Future" Article
• Do you work in (or, are interested in) Marketing & Communications, in the association space?  Our MarCom group may be just the thing for you!  Check out the line-up for discussions this year.
• In October, we also had a 1/2 day session on association tradeshows and non-dues revenue.  A great set of roundtable discussions, with a panel of experts too!  If you missed it, read the re-cap here

The Events Corner: November 2013

This November, there is a ton of networking and learning opportunities taking place in the chapter. What a great group we have!


Have you been thinking about adding a blog to your associations’ repertoire?  What’s stopping you?  Maybe you have concerns about how often you should post, who should be writing and managing the blog, and what kind of benefit it would provide to your community.  Well then let’s talk about it!  Our Marcomm group is having their November session on this very topic, and it’s complimentary to attend.  Click here for more information and to register.

Are you under 35 in the association space?  Or, perhaps you have staff that fit that criteria?  Is it time to get networking with other Young Professionals to share experiences, ask questions, and meet new people?  Our recently launched Young Professionals Program has been designed to do just that – and in a format that is suited to enhance the experience!  Our launch party will be taking place on November 13th, don’t miss it!

Our monthly lunch session takes place on November 21st, and will be held at the Minto Suite Hotel.  This month, back by popular demand is our Roundtable discussions.  Stay tuned for more info, but don’t wait to register (spaces are limited and will go quickly).  Click here for more info.

As an executive, have you been concerned about getting the most (and best) value from Human Resources, with a very tight budget?  How to engage employees?  How to keep them, and keep them productive?  And, how to cover yourself appropriately with the right employment contract?  On November 26th, we are going to have a breakfast session addressing just that.  Taking place at the Radisson Ottawa, our presenter Christine Roy will lead you down the path of success.  Register for the event today!

What’s new in social media?  Our chapter strives to ensure that we are sharing the most relevant information with you on our various social media accounts.  Take a moment and follow us on Twitter, Facebook, and LinkedIn Groups.  Please note, that there is a special group just for Marketing & Communication professionals!

If you are interested in submitting a blog, please check out our guidelines and let us know.

David Coletto on engaging younger generations

Millennial Members – We’ll Come to You

It’s easy to overlook things about this generation when you’re not connected to anyone from this age group. If you try to think about what an average day is like for a Canadian Millennial you will probably think about someone who you know from this age group, maybe your son or daughter or niece or nephew, a neighbour’s kid or a new employee at work.

Your perception, the way you imagine, an average day for this person might be close to accurate. But the most important to think about is that people in this age group are all over the map when it comes to life stage. You might understand those kids who walk past your house on their way to high school every morning. But this is a completely different life than those who are just a few years older and living on campus in university. And completely different from those who are only a few years older than that who are looking for their first job in their field and thinking about saving up for a house or car.

Some are studying, some are working full time, some are working part time, some are having children of their own and some are still living in their parents’ basements. 

We consider all those born between the years of 1980 and 2000 to be Millennials or members of Generation Y. This is the key group of young people that organizations are aiming to target today as they seek to develop their careers and follow their passions.

For associations, Millennials represent the next wave of members, conference attendees or donors, leaving them to ask two important questions; Who am I looking for? And how do I reach them?

Abacus Data’s Canadian Millennial Research Practice has developed a proprietary segmentation model of the different personality and life style clusters that fall within this generation. The Stampeders are one of the six segments; made up of younger males who want it all – they are athletic, career-oriented and they are always the first to get the newest technology and learn the newest trend. On the other hand the Pacers, another group made up mostly of male Millennials are content to stay at home and would rather be surfing the net or playing video games than going out.

It is important for the organization to really understand who they’re looking for before they think about how to reach them and interact with them.

Association members who are Pacers might not want to go to ten networking pub events this year. They might rather participate in an online forum. If you’re seeking out those in the Stampeders group then a well-planned, invite-only networking event would likely be more appealing.
As young people operating in a social-media world, Millennials are always looking to define themselves. They will seek out hobbies and interests, additional education, books, films, video games, Facebook statuses that help them to define their personal brand.

Sarah Sladek’s book, the End of Membership As We Know it: Building the Fortune-Flipping, Must-Have Association of the Next Century talks about carving out your niche, showing the benefits of membership and focusing on member ROI instead of program ROI.

We think this is good advice. How do we know? Well for one, we are all Millennials. But second, Millennials are unlike any generation before. Think of us as one huge group (24% of the Canadian population) who spent most of our lives in some institutionalized environment (day care to post-secondary) receiving constant feedback and being told that we can achieve anything. Only to find out that all our dreams can’t come true even though we have 500 friends on Facebook.

We love customization, think we are all special (because you told us we were), and have adopted personal brands.

So how does your association deal with us? Here are three tips:

Carve out your Niche

If your organization has figured out who it is you’re looking for the next step is easy; let the Millennials come to you. Usually people in this age group will do their research ahead of time. If you articulate the benefits of your organization, in a way that is authentic, they will find out themselves if you are what they’re looking for and they’ll find you.

Who’s going to be there? Is it my scene? Is it a better way to spend my time than hanging out at home or with friends or seeing a movie?  Is it better than the other place?

If you can help those in your Millennial target to answer some of these questions easier – with photos, social media interaction, a simple website then you help them to understand that the organization will fit in with their personal brand.

Show the benefits of Membership

From our 2012 study we know that the Millennial generation is interested in opportunities for education and networking. Most notably they are seeking opportunities for mentorship at a much higher rate than older generations.

Understand your target and understand what they’re looking for from your association. When you understand what the target group is looking for, then you can better communicate the benefits your association provides them.

Consider the results from a survey we conducted last year when we asked Canadians who are employed to rank possible benefits of joining an association. 29 % ranked skills and education first, followed by network.

But when we compare results between Millennials and older generations we can tell that there are differing expectations. The Millennials are far more interested in education and far less interested in networking events.

This is probably because we have extensive networks of our own through online connections to basically everyone we’ve ever met. Instead we value opportunities for real mentorship and ways to help us develop our own leadership skills.

The chart below shows which of the possible association benefits Millennials value most (and least).

Focus on member ROI instead of program ROI

The third most important thing that will help you let the Millennials come to you is to enable your current Millennial members to promote the organization among their own groups of friends and networks.

By allowing them to share events and news about the organization on their own social media networks, they can directly emphasize the activities they are participating in and the cool things they’re learning about as a member.

Again, it is essential that you understand the target because different segment groups will have different interests and seek to share about different things in different ways, online and in person, on campus or at work.

So...

It won’t be easy getting Millennials to join and participate in your association, but the survival of the organization likely depends on it.

Get to know your members, target services and messages to them based on their preferences AND personalities and deliver what you promise. Research this generation, and research who it is that your organization is looking to attract.

Abacus Data’s Canadian Millennial Research Practice

To succeed, organizations need to understand and engage this generation.

Our company practice was founded to help marketers and policy drivers understand where to start when it comes to engaging the Millennial generation.

Gen Y, or those in their teens, 20’s and early 30’s today are an elusive group when it comes to tracking and traditional market research methods. We found it necessary to expand and innovate recruitment, messaging and the channels used to measure Millennial opinions and find feedback.

Our Millennial research team sets out to find who you’re looking for and ask them the right questions, the right way to optimize your campaign efforts.

David Coletto, PhD is CEO of Abacus Data, a full service market research firm with offices in Ottawa and Toronto specializing in public affairs, association, and consumer research.