Quick clicks: August 30, 2012
It's been three weeks since the last edition of Quick Clicks, so there's a lot to catch up on. First, a reminder about the #ASAE12 Scoop.It page, where you can find all the articles and posts from the community related to the 2012 Annual Meeting & Expo, which is already two weeks behind us. (Only 338 days until #ASAE13!)
Social media. How much is a tweet from an association CEO worth? A whole lot more than one from other staff, says Maddie Grant, CAE.
Membership marketing. Tony Rossell writes that most associations underbudget for membership recruitment: "Frequently, I speak with organizations that have very lofty plans on how many new members they want to add. When I ask them what they have budgeted to accomplish this, the answer is shockingly low."
Innovation. Jeffrey Cufaude explains how your association should work toward a range of innovations, from small, quick wins to big bets, which he likens to managing an investment portfolio.
Management. Speaking of portfolios, Jamie Notter shares a lesson the book Beyond Performance that applies the portfolio concept to changing organizational culture.
Loyalty. Eric Lanke, CAE, says for-profits organizations that want to create "brand superfans" can learn much from the associations.
- Jeff De Cagna digs deep into the first of his six recommended "radical shifts" for associations: de-emphasize membership.
- Elizabeth Engel, CAE, argues that perhaps membership is simply changing, not dying, which calls for new strategies for engaging different types of members.
- Shelly Alcorn, CAE, says she doesn't buy that the end is near for associations. Instead, she sees them continuing to thrive on the same core principles: education, networking, and democracy.
Content marketing. Deirdre Reid, CAE, says associations should get on board with the concept of creating a Chief Content Officer position: "Content strategy isn't a social media, website, or magazine issue, it's a management issue."
Member relations. Shannon Otto asks what association staff could learn if they swapped lives with their members: "Imagine how improved communication and understanding between staffers and members could be."
Conferences. Dave Phillips, CAE, explains why his association stopped booking a keynote speaker for its conferences.
Education. Jeff Cobb says he likes the new education formats he sees associations trying, but they can be doing much more. He lists five changes for a true revolution in association education.
Online community. Maggie McGary shares a cautionary tale about the lack of control an association has over its groups on third-party social networking platforms, in this case LinkedIn.