Transcript 9-11 Impact and Strategies

Governing & Marketing Associations
& Nonprofits in the 21st Century: 9-11 Event
Impact, Issues & Strategies
Presented to:
The New York Society of Association Executive’s
Leadership, Marketing and Membership Institute
October 17, 2001
[PPT update: 3/8/02]
By:
Stephen C. Carey, Ph.D., CAE, Lead Strategist
Association Management & Marketing Resources
www.ammr.com 301.530.9066 [email protected]
Exploring the Future: Publication &
Facilitation Services
• Buy the Book
E-mail: [email protected]
Product number 218089
• Create a Board, Volunteer or Staff
Retreat to review the current &
create the best scenario for the
future!
Approved ASAE Foundation Exploring
the Future Facilitator:
Stephen C. Carey, Ph.D., CAE
Lead Strategist
Association Management & Marketing
Resources
www.ammr.com 301-530-9066
© 2002 AMMR - Association Management & Marketing Resources www.ammr.com
About Association Management
& Marketing Resources...
• AMMR specializes in conducting detailed studies using
qualitative in-depth interviews and focus groups and
quantitative needs assessment research in the key areas of:
  Membership marketing and development
  Marketing & Communications research and planning
  Member needs assessments and qualitative research
  Volunteer and staff training in governance, marketing
and communications -- Staff Retreats and Executive
Search
  Governance and staff management & strategic planning
© 2002 AMMR - Association Management & Marketing Resources www.ammr.com
Presentation Overview
 Introduction:
After September 11…how the following
areas are affected:
 Future Association Trends
 Key Symptoms & Pressures on Members, Volunteers &
Staff
 Continuing Problems in Governance, Communications &
Marketing

Key Governance, Marketing & Communications Issues
© 2002 AMMR - Association Management & Marketing Resources www.ammr.com
Presentation Overview Cont’d…
 Post 9-11 Emerging Association Strategic and
Operational Issues, Concerns and Strategies
 Issues and Strategies
 Meetings and Programs
 Insurance & Operational Issues
 C-3 Foundations
 Workplace Health Issues and Emergency Procedures
 Key Questions Going Forward
 Member Needs of the Future
© 2002 AMMR - Association Management & Marketing Resources www.ammr.com
Future Association Trends
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Mass customization / desktop delivery
Sophisticated segmentation
Aggressive protection/deregulation
E-association research & information
New markets/global tactics
Warp speed decision making
Environmental scanning/needs detection
Governance & dues structure equity
Cultural integration demands
Volunteer and staff retention
Increased member expectations!
© 2002 AMMR - Association Management & Marketing Resources www.ammr.com
Key Symptoms & Pressures on Members,
Volunteers & Staff
 Transaction Speed
 Technology
 Mergers &
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Consolidations
Competitive Pressure
True Value & ROI
Expectations
Blur: 9-11 issues
Fear and Reluctance
© 2002 AMMR - Association Management & Marketing Resources www.ammr.com
Continuing Problems in Governance,
Communications & Marketing
 We do not communicate well
 We are not vision-focused
 We are not training-oriented
 We disconnect strategies & operational plans & budgets
 We focus on everything... but the key priorities
 We operate in silos and do not integrate marketing efforts
 We still have more governance than we need
 We are not simplifying fast enough
 We still cannot quantify and articulate value to dues
© 2002 AMMR - Association Management & Marketing Resources www.ammr.com
Key Governance, Marketing &
Communications Decision-making Issues
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Leadership, Governance & Management
Structure and Programs
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Competition & Collaboration
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Membership Issues & Concerns
© 2002 AMMR - Association Management & Marketing Resources www.ammr.com
Leadership, Governance &
Management
• Blended governance &
operations
• Simplified structure
• Decentralized
decision-making
• Vision & mission
driven
• Wisdom &
knowledge-based
© 2002 AMMR - Association Management & Marketing Resources www.ammr.com
Structure and Programs
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Bio-organizations
Teamwork structured
Outsourced-based
Technology-driven
Customer service directed
Future focused on
stakeholder needs
• Cross-functional biomarketing systems (viral)
© 2002 AMMR - Association Management & Marketing Resources www.ammr.com
Competition & Collaboration
• “Colleagues no
longer”
• Niche competition
from forprofits
• Segment competition
from nonprofits
• Consolidations &
merger tendencies
• Chapters & affiliates
© 2002 AMMR - Association Management & Marketing Resources www.ammr.com
Key 21st Century Membership
Issues and Concerns
 Value to dues articulation failures
 Inter-generational communications issues
 Time commitments
 The good ‘old boys’ club & diversity
issues
 Specialization & desktop delivery of content
 Product line marketing planning
 Component disconnects
© 2002 AMMR - Association Management & Marketing Resources www.ammr.com
Letterman’s Top Eleven Association
Issues To Date in the 21st Century
11. Globalization & diversity
10. Government relations,
merges & acquisitions
9. Leadership participation &
segment messaging
8. Information delivery
7. Customer service
6. Adapting technology/blur
(cascading effects of
change)
5.Reliance on dues and nondues revenue,
competition, dues caps
4. Staff recruitment &
retention
3. Volunteer recruitment,
motivation & training
2. Member recruitment &
retention – value issues
1. Post 9-11 issues and
strategies
© 2002 AMMR - Association Management & Marketing Resources www.ammr.com
9-11 Emerging Association
Financial Issues
• Normal is out -- be a model for members
• Unless you have no reserves, don’t freeze or cut staff, staff salaries or
benefits -- use your reserves or special assessments. Saving reserves
for possible episodes later does not help proactive marketing and
communicating activities now when you need them most.
• 29% of organizations anticipate 2002 budget/salary changes according
to WorldatWork, Scottsdale, AZ (11/6/01)
• Overall average Association budget effects on 2002-- +/- 5%-Conferences -5% --Membership--breakeven/flat (Survey by AFC
1/15/02)
© 2002 AMMR - Association Management & Marketing Resources www.ammr.com
Managing Marketing and
Communications in Uncertain Times
 Constantly Research &
Scan Members &
Competition -Be Proactive
 Review Strategic &
Tactical Mkt & Com Plans
Monthly- Use Reserves
 Communicate Factually
and Dispel Rumors
 Review & Revise Metrics
Often
 Demand Results
© 2002 AMMR - Association Management & Marketing Resources www.ammr.com
Crisis and Emergency Planning
and Implementation Strategies
• Create your plan with communications as your first priority: Create
multiple interactive channels for communications between staff and
leaders first, then members
• T-1’s, Cable, DSL, Satellite, Wireless -- Ensure you have one
multi-channel wireless solution
• Establish an Exigency Plan with several reporting structures, priorities
and resource scenarios, including a volunteer-only model
• Keep two weeks payroll in a safety deposit box in cash, along with two
weeks operating funds.
• Concentrate on reviving core value operations (key benefits and
services) first
• Find a sister association for emergency I/T & Opns exchange (Drill!)
© 2002 AMMR - Association Management & Marketing Resources www.ammr.com
9-11 Emerging Association Issues
and Strategies
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Exigency plans & crisis management
Grief management (trained facilitators)
Conduct more frequent staff meetings
Use technology for meetings, 9-11 chats,
daily updates, stories
• Pass a resolution of support from the Board
• Balanced product and service portfolio
© 2002 AMMR - Association Management & Marketing Resources www.ammr.com
9-11 Impact and Strategies
• Effect on Meeting Venues and Programs
• Cancellations:
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45% cancelled 1 event from 9/11 – 11/1(AFC survey)
6% cancelled 1 event after 11/1 (AFC survey)
15% of assns have replaced on-sites with electronic venues
Less than 4% of Corporate and Assns have cancelled after 1/02
(Equation Research)
Of associations polled after 10/1/01 (AMG):
Zero cancellations –some looking at different venues
Attendance at or near projections
Registrations later than usual or on-site
More business-like-less fun, more subdued
Wanted to relate 9-11 issues to industry, refocused programs
o
Thanks to Association Management Group!
© 2002 AMMR - Association Management & Marketing Resources www.ammr.com
9-11 Impact and Strategies
Insurance-related Concerns
o Business Interruption Insurance
o Event Cancellation Insurance
o Carriers are backed up with claims (11/6/01)
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Claims Documentation
Check other groups at your future venue
Re-evaluate attrition clauses
Evaluate future terrorist related clauses
© 2002 AMMR - Association Management & Marketing Resources www.ammr.com
9-11 Impact and Strategies
Effects on C-3 Foundations
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70% of Americans have contributed to 9-11 funds
58% gave a financial contribution of some type
73% say they gave above and beyond their normal giving pattern
50% say no impact on giving
50% say that the economic slowdown will reduce giving
39% gave in the workplace; 32% through religious appeals
23% through the mail; 9% over the telephone;20% over the internet
35% increase in spiritual and community activity (30% prayer vigil)
26% donate $100-250 to charitable organizations other than religious
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Thanks to Wirthlin Worldwide and ©Independent Sector-- survey at:www. independentsector.org
© 2002 AMMR - Association Management & Marketing Resources www.ammr.com
9-11 Impact and Strategies
C-3 Foundation Impact
• Relief funds taking priority over other charitable operations in the near
term
o Nail biting over event attendance and donations
o AIDS Walk attendance 4,500 down from 20,000
o David and Lucille Packard Foundation – $5 billion down from $13
billion revenue, but will fund 475M
• Many donors say the economic slowdown will reduce giving
• Mixed signals on impact: Some C-3’s report good or better results this
year, while others experience a slowdown (Maryland Association of
Nonprofit Organizations ( Annual Meeting---December 12, 2001)
© 2002 AMMR - Association Management & Marketing Resources www.ammr.com
9-11 Impact and Strategies
Events and Workplace Integration
o Dealing with immediate or general grief
o General feeling of organization malaise
o Concentration remains limited
o Need for more frequent breaks
o Pace, quality and quantity of work has changed
o Additional events “syndrome”
o Inability to separate work from events
© 2002 AMMR - Association Management & Marketing Resources www.ammr.com
9-11 Impact and Strategies
Workplace Employer(e) Assistance
o 50% of workers display some anxiety or depression related
behaviors (Pew Research Center Study-12/01); 90% of individuals
experiencing one or more stress related symptoms (New England
Journal of Medicine-12/01
o Trama symptoms: depression, sleeplessness, trouble
concentrating, fear of flying, big cities and tall buildings
o Help is available through the National Partnership for Workplace
Mental Health--a consortium of Best Practice Companies (offices at
the Am Psychiatric Assn--www.workplacementalhealth.org)
© 2002 AMMR - Association Management & Marketing Resources www.ammr.com
9-11 Impact and Strategies
Core business and operational/functional questions?
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Will we survive financially?
Will members still pay dues?
Will members buy products?
Will they come to meetings?
How will they travel to the venue?
How can we be thorough in our risk assessment?
Can we afford more insurance?
How can we adopt a “technology based” leadership infrastructure?
Will our business partners abandon us?
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Thanks to The American Occupational Therapy Association for their input!
© 2002 AMMR - Association Management & Marketing Resources www.ammr.com
9-11 Emergency Procedures
• Create procedures to handle emergency situations,
implement and train:
 Incoming mail
(http://www.fbi.gov/pressrel/pressrel01/mail3.pdf)
 Suspicious packages or objects in the building (PD)
 Evacuation Procedures (building, drill)
 Onsite emergency response measures (National Safety
Council)
 Instant member communications
 Appoint one key director/manager responsible for crisis
management (HR)
© 2002 AMMR - Association Management & Marketing Resources www.ammr.com
Key Questions Going Forward
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Linking vision/mission/goals to operations
People and technology
Training
Association structure & procedures simplification
Marketing research
Outsourcing
Emerging electronic technologies
Mass customization
Competition
ROI and true value
Sources of non-dues revenue
Collaborative opportunities
© 2002 AMMR - Association Management & Marketing Resources www.ammr.com
Member Needs of the Future
To peer
communicate
To be educated
To participate
TO DO
BUSINESS
© 2002 AMMR - Association Management & Marketing Resources www.ammr.com
Exploring the Future: Publication &
Facilitation Services
• Buy the Book
E-mail: [email protected]
Product number 218089
• Create a Board, Volunteer or Staff
Retreat to review the current &
create the best scenario for the
future!
Approved ASAE Foundation Exploring
the Future Facilitator:
Stephen C. Carey, Ph.D., CAE
Lead Strategist
Association Management & Marketing
Resources
www.ammr.com 301-530-9066
© 2002 AMMR - Association Management & Marketing Resources www.ammr.com
About Association Management
& Marketing Resources...
• AMMR specializes in conducting detailed studies using
qualitative in-depth interviews and focus groups and
quantitative needs assessment research in the key areas of:
  Membership marketing and development
  Marketing & Communications research and planning
  Member needs assessments and qualitative research
  Volunteer and staff training in governance, marketing
and communications -- Staff Retreats and Executive
Search
  Governance and staff management & strategic planning
© 2002 AMMR - Association Management & Marketing Resources www.ammr.com