What those in associations need to know...

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Has Your Association Adapted to the New Marketing Reality?

by Tracy Talbot

As an association, you can’t afford to implement marketing the same way you did five years ago. What once was a game of simple awareness has become a dizzying world of digital, mobile and content strategies designed to create meaningful, engaging experiences for members and prospects alike. It’s a collision of data, strategy, design and […]

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A/B Testing: Lessons Learned with the National Council of Teachers of Mathematics

by Lindsey Burns

How do I Increase Audience Engagement? When we talk marketing and communications, associations ask a lot of questions and we’ve noticed there is a commonality between them all. Oftentimes it boils down to one all-encompassing question: how do we best engage our audiences—especially those that aren’t currently engaged at all? While you might think of […]

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“It’s OK to Take More Risks” and More from Forum Forward 2017

by Mike Norbut

Agility. Speed. Experimentation. These were just some of the themes discussed at Forum Forward 2017, the annual meeting hosted by Association Forum. The meeting, held June 28 at Morgan Manufacturing in Chicago, focused on the idea of accelerating the success of your association by combining some tried-and-true principles, such as promoting staff culture and positive […]

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Association Portfolio Analysis: Three Steps to Identifying Effective Products and Services

by Brian Gilman

There are few things more advantageous to your association than a complete understanding of how your products are performing and where to prioritize your future investments. Seeing the big picture of your portfolio—and understanding which products are driving revenue and engaging members—is absolutely critical to keeping your strategy on course. But with limited resources (both […]

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The 3 R's of Effective Volunteer Programs: Recruitment, Retention, Responsibility

by Megan Maher

Understanding and impacting the lifecycle of volunteer programs—from recruitment and retention to engagement and beyond—is critical to the association business model. Without engaged volunteers, associations cease to function. And without a proper strategy for managing their “volunteer experience,” associations risk their member-volunteers becoming disengaged—putting their likelihood to renew membership and, in turn, the financial stability […]

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McKinley Advisors Unveils Succession and Expansion Plans

by Emily Larson

Slaughter to Retire, Younger Becomes President & CEO, Hockman Joins Executive Leadership Team. After founding and dedicating nearly 25-years to transforming McKinley Advisors from niche affinity marketing agency to the 40-person, global market leader that McKinley is today, Jodie Slaughter, FASAE, will retire and transition to an advisory role effective March 1, 2018. Slaughter will […]

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Challenges, Options and Best Practices for Association Chapter Models

by Jay Younger

  Why do members join your organization? At the highest level, your member’s reasons for joining fall into two categories: functional and emotional. The functional drivers serve a specific purpose, address a need or alleviate a pain point: I need a job, I want to meet peers in my field, I need education credits to […]

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Finding Direction: Results of the 2017 EIA Study

by Alison Bramer

The results are in for the tenth installment of McKinley’s ongoing series examining the impact of shifting economic conditions on our sector. This study, and our work with associations over the past year, has shown us that many association executives are unsure of “what’s next” for their organization and the field/industry their organization represents. Jay […]

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Segmentation and Strategy Led the Way in 2016

by Mike Norbut

2016 was a year to focus on segmentation and strategy, at least according to McKinley’s business development data from our client work last year. Just as data from our Economic Impact on Associations study has highlighted a growing focus on regular strategic planning among organizations, analysis of the work we did with clients last year […]

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Developing a Data Strategy that Fits the Association's Culture

by Patrick Glaser

Many association professionals have a “love AND hate” relationship with data and research. While they recognize its importance in providing insights for decision-making, they may also feel overwhelmed by the challenge of collecting, understanding and interpreting information. However, while incorporating data into your management approach does not need to be difficult or expensive; it does […]

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