Pace Magazine Digital Issue : simplebooklet.com

pace SPRING 2015 08 12 Cover Story pg 8 Welcome to the new digital PACE Magazine Our cover story is about a roundtable discussion with seasoned Association Managers 17 Lisa Trofe CAE Association Headquarters Inc Published for Mid Atlantic Society of Association Executives 170 Kinnelon Road Suite 33 Kinnelon NJ 07405 p 973 283 4347 f 973 838 7124 www midatlantic sae org SALES MANAGER Patricia S Koziol LAYOUT DESIGN Kinnelon Graphics 08 Pace Membership Roundtable 12 Keeping Your Membership Engaged Should Be Top of Mind for Your Association 14 MASAE 2014 Annual Conference 18 Mission Driven Associations Are They Dying 21 The Membership Value Myth Departments 19 PACE EDITOR Features 04 President s Perspective 07 Executive Director s Viewpoint 16 Education Calendar 16 New Members To submit editorial or request information email info midatlantic sae org or call 973 283 4347 For information regarding advertising please contact Pat Koziol at 973 283 4347 or info midatlantic sae org Please note Editorial and contents of this magazine reflect the records of the Mid Atlantic Society of Association Executives MASAE has done their best to provide useful and accurate information but please take into account that some information does change Peak Management Solutions for Associations publishers and MASAE take no responsibility for the accuracy of the information printed inadvertent omissions printing errors nor do they endorse products and services We take no responsibility regarding representations or warranties concerning the content of advertisements of products services for a particular use including all information graphics copyrighted materials and assertions included in the advertisements The reader is advised to independently check all information before basing decisions on such information pace SPRING 2015 3

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Perspective MASAE will only improve if quality people continue to get involved You are the reason that MASAE will be the best resource for education and networking Timothy Bower CAE MASAE President President s Perspective I am excited to have the opportunity to serve as the MASAE President and look forward to working with all of you in the upcoming year I want to start this President s article by telling you what MASAE means to me I have been involved with MASAE for many years and was on the Board of DVSAE and a member of NJSAE It was many many years ago when I got involved in DVSAE and by getting involved I mean I was at a DVSAE Social Outing and Mike Taylor talked me into Co Chairing the Education Committee That simple conversation started me on a journey that would allow me to serve as Education Committee Chair for DVSAE and MASAE serve on various Mid Year Meeting Conference Planning and Golf Committees as well as serving on the MASAE Board and Executive Committee I owe Mike a BIG THANK YOU for talking to me that night many years ago My involvement in MASAE has provided me with an experience that I could not have imagined I have become a more accomplished professional made some great friends have expanded my resources and have had a great time doing it Getting involved in MASAE is one of the best professional decisions I have ever made Why am I starting my first article with this bit of information because I want you to get involved in MASAE and join an MASAE Committee Join MASAE as a volunteer and start your journey 4 pace SPRING 2015 MASAE is working very hard to expand the resources available to you and to make information more accessible to you Some of the initiatives are outlined below and all of them have improving the member experience at the core of each initiative MASAE is launching a new and improved website The website will give the members increased functionality to connect through Forums and allow for more resources and information This new website will also be a great membership recruitment tool We are continuing the membership drive started in 2014 You may ask how more members will help our current members and for me the answer is simple As we increase the membership numbers we increase our resources More members also mean increased networking opportunities and the networking component is a critical aspect in all of our success as we progress through our careers MASAE is launching a new blog that will be sent about every two weeks The articles will be a resource for timely information and will feature various professionals on the local and national scene This will be launched shortly after the new website MASAE is working with champions in the various geographic regions we serve and discussing what they need and what type of meetings work best for them It is these champions that will make these geographic subgroups successful Please do not worry there will still be plenty of opportunity for all of us to get together at the Mid Year and Annual Meetings and of course the local meetings are open to all BOARD OF DIRECTORS President Timothy Bower CAE Bower Management Services LLC tbower bowermanagementservices com Vice President President Elect Amy Williams CAE MPA Association Headquarters Inc awilliams ahint com Immediate Past President Don Pendley CAE APR CFRE NJ Hospice Palliative Care Organization don njhospice org DIRECTORS Kyle Fernley Fernley Fernley Inc kfernley fernley com Lisa Mannon Chauncey Conference Center lmannon ets org James Marota Caesars Entertainment jmarota caesars com Nichole Murton CAE The Institutes murton theinstitutes org William Schankel CAE Society of Cable Telecommunications Engineers bschankel scte org Gene Terry CAE Association Headquarters gterry ahint com

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Secretary Joseph Sapp CAE Talley Management Group jsapp talley com Treasurer Todd Von Deak CAE MBA TVD Associates todd toddvondeak com Executive Director Patricia S Koziol MBA Peak Management Solutions for Associations pat koziol midatlantic sae org COMMITTEE TASK FORCE CHAIRS Awards Scholarships Sheri Acconzo Bylaws Don Pendley Conference Bob Waller Education Joe Sapp Golf Jim Marota Membership Joe Sapp Nominations Don Pendleton Finance Investment Todd Von Deak Associate Member Task Force James Marota Lisa Mannon CAE Tim Bower The items above are some of the newer items we are working on but rest assured you can still count on MASAE for the consistent high quality educational programs that you have come to expect from us Below is a list of the upcoming events More events will be added so please check the MASAE website frequently for updates and information on how to register April 23 Breakfast Club at Ponzio s in Cherry Hill NJ April 30 Executive Management Forum in Princeton NJ June 3 MASAE Mid Year Meeting at the Inn at Penn in Philadelphia PA June 25 Breakfast Club at Ponzio s in Cherry Hill NJ August 20 MASAE 6th Annual Golf Outing at Sea Oaks Golf Club in Little Egg Harbor Township NJ September 24 Breakfast Club at Ponzio s in Cherry Hill NJ December 2 3 MASAE 6th Annual Conference Exhibition at Harrah s in Atlantic City NJ If you want to champion a Breakfast Club or Lunch Bunch type of meeting in your area please contact me and MASAE will help promote the meeting There is no formal speaker and it is a great opportunity for colleagues to get together in a less formal setting They are a great opportunity to reconnect with old friends and meet some new friends I really want to make sure we are engaging the MASAE Members and other association professionals at times and locations that are easy for them to attend The key to the success of MASAE is communication and engagement I hope that you will contact me or any of the MASAE Board about what is working what is not working what might need a little tweak and what we are not offering that we should be offering MASAE is here to serve the members the profession and the industry and those of us that are fortunate enough to serve on the Board are only temporary stewards of this great organization That is why your involvement is so necessary to ensure the current and future success of MASAE I have listed the Committees below and all of them could use additional volunteers The purpose of each committee and the sign up form can be found online under the About tab and pull down to Committees to access the sign up form If you have additional questions please feel free to call or email me at any time Awards Committee CAE Committee Communications Committee Conference Committee Education Program Committee Golf Committee Membership Committee Associate Vendor Member Task Force Pace Magazine Scholarship Committee To those of you already involved thank you for everything you do for MASAE and if you are not involved please consider getting involved Joining a committee would be great but your first step could be attending an event talking to a colleague about joining or just letting us know how we are doing I can be reached at 215 858 8023 or by email at tbower bowermanagementservices com and welcome all communication P Thank you Tim Bower CAE MASAE President pace SPRING 2015 5

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Viewpoint From Your Executive Director Patricia S Koziol MBA MASAE Executive Director Are you ready for the Mid Year Meeting it is an efficient and effective way for you to network with suppliers who can help solve your business issues MASAE S 5th Annual MID YEAR MEETING The Rules of Engagement Enhancing Membership in Your Associations will be held on June 3 2015 at the Inn at Penn Philadelphia This event is for association leaders who want to stay on the cutting edge of membership trends membership officers who need to enhance their communications and benefit offerings and meeting planners who want to meet members needs and wants at all levels of engagement This is your Mid Atlantic member community so take advantage of The rules for engaging your members are changing daily How are you keeping up with the marketing and communications strategies necessary to build your membership community The MASAE MID YEAR MEETING has quickly become your go to event for the important local content and education you need to succeed And 6 SPRING 2015 meeting with your peers and top level speakers like Greg Melia CAE ASAE s Chief Membership Volunteer Relations Officer Explore these topics The future for membership models and engagement Content strategy and social technology Messaging and communications that breaks through the clutter And more Attendees are eligible to receive up to 4 CAE Certified Association Executive credits for attending the full day conference MASAE is your association community where association professionals can network and learn from each other and the resources we present We hope you will join us on June 3 for this content rich one day conference Our goal is to help you reach the highest levels of performance by connecting great ideas and great people right in your local area P

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MASAE 5TH ANNUAL MID YEAR MEETING June 3 2015 The Inn at Penn Philadelphia The Rules of Engagement Enhancing Membership in Your Association Schedule At A Glance 8 00 am Breakfast with MASAE Leadership 9 00 am Opening Keynote Presentation 10 Lessons for Cultivating Member Commitment Greg Melia CAE ASAE Chief Membership Volunteer Relations Officer 10 30 am Break 10 45 am Concurrent Workshops 1 Your 1 Page Strategic Plan Judy Ozbun Jay Vogt 2 Membership Components Data Success Trevor Mitchell 11 45 am Lunch and Exhibitor Showcase 12 45 pm Break 1 00 pm Concurrent Workshops 3 Innovative Membership Models Bill Schankel 4 How To Grow An Online Community for Your Organization Melea Blaskovich 2 00 pm Break 2 15 pm General Session Young Professional Strategic Plan Judy Ozbun Jay Vogt 3 45 pm Break 4 00 pm Closing Keynote Buckle Up Kids Behind the Wheel of the Disruptionmobile Shelly Alcorn 5 00 pm Social Networking in The Library 6 00 pm Join your friends at PCMA s Phillies Night pace SPRING 2015 7

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Feature EDITOR S NOTE As PACE transitions to a new digital home we are exploring new approaches that increase our ability to introduce you to association leaders in our backyard and to share their stories We hope you enjoy Membership is a core construct in the vast majority of associations The collective voice of a membership allows an industry to make an impact in a myriad of ways that benefit the community that the association serves and the greater societal good If you work day in and day out in the membership space you know that there has been a good deal of discussion about the changing face of membership Concepts like a la carte pricing pay what you want or virtual memberships have all found their way back to the head of the classroom and are being kicked around in search of what s next PACE MEMBERSHIP ROUNDTABLE To help make sense of the changing landscape of membership PACE Magazine convened a roundtable of seasoned association executives They participated in a moderated roundtable led by Lisa Trofe Association Headquarters PACE Editor and Todd Von Deak TVD Associates Participants Included John Connors Executive Director South Jersey Mechanical Contractors Association Ed Grose CAE President Alta Management Services Victoria Elliott RPh CAE Senior Account Executive Association Headquarters 8 pace SPRING 2015 Dominick Mondi Executive Director New Jersey Nursery and Landscape Association Denise Neff President Neff Downing Over the course of lunch the group covered a host of membership topics from data to engagement In this high tech environment you may be surprised at the group s feeling of what prevails at the end of the day

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Feature PACE Few would disagree with the statement that metrics matter At the same time what metrics are you the most concerned about with your organizations Connors It s all about conveying value If I do that membership will grow I m constantly looking for whatever can help me do that to both current and prospective members Grose At the end of the day it s a numbers game for most As your membership grows the organization has greater revenue streams to do more things I m getting more and more interested in sharing metrics with my boards about what we re doing to bring in newer less experienced members the thinking being that if we do that we re making a stronger contribution to growing the industries we serve Neff Associations need to spend more time thinking about just that type of strategic impact Mondi I m glad you re asking we ve been trying to push the conversation into more data driven conversations I want the storyline with my board to be about engagement Not just engagement from an economic perspective engagement from a participation perspective especially in what we re doing to increase non member involvement Elliott The career stage at which a neuroscientist decides to join and why what triggered their decision to join email personal invitation attendance at a meeting retention rates institutional penetration PACE So what s your secret Grose Find ways to engage an organization s leadership in the process There is something time honored in the peer to peer relationship Technology has gotten in the way of that to a large degree 10 pace SPRING 2015 Mondi It s funny you have to be disruptive to get noticed and old is new again The personal touch is key to what we do it s still a relationship after all Connors I agree with Ed we can all do more with our leadership I d also look for ways to break the ice and just get the conversation started Elliott Constant reminders about what you are who you represent and what you have to offer that is relevant and returns real value to the prospect member Neff Be open to ideas and don t be afraid to try new approaches P A special thanks to our roundtable participants Keep an eye out in future editions of PACE for additional roundtables Want to be a part of an upcoming roundtable or have a topic you would like to read about in this column We would love to hear from you email Lisa ltrofe ahint com or Todd todd tvdassociates com

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Social Media Karli Horn Associate MarCom Manager Association Headquarters khorn AHredchair com www AHredchair com Keeping Your Membership Engaged Should Be Top of Mind for Your Association At Association Headquarters one of our top priorities is helping our client partners with coming up with ways to keep their members engaged throughout the year In 2014 AH found that three particular methods worked very well for client partner The Wound Ostomy and Continence Nurses Society WOCN The WOCN Society is a professional nursing society that supports its members by promoting educational clinical and research opportunities to advance the practice and guide the delivery of expert health care to individuals with wounds ostomies and incontinence They have experienced excellent member engagement over the past year through social media conference focus groups and online forums SOCIAL MEDIA By implementing a social media strategy along with Red Chair Communications the in house AH marketing agency member engagement is at an all time high for the society The WOCN Society s Facebook page has over 3 000 likes and with about 5 000 members 12 pace SPRING 2015 that s an incredible number Twitter and LinkedIn are hovering around 1 300 and 2 000 respectively The Red Chair Communications team interacts with WOC nurses through Facebook Twitter and LinkedIn with contests information sharing and more Conference information is posted to each social network along with contests like guess the keynote which keep attendees abreast of who will be present and may even entice them to register In 2014 the society participated in WOC Nurse Week WOC Nurse Week creates awareness about the care that WOC nurses provide along with the exceptional outcomes they receive with patient care The society recognizes this special week by creating brochures and posters and mailing them to their members to display in their offices Through social media channels the society is able to promote and encourage participation in WOC Nurse Week which shows a lot of engagement During a one month period WOCN members were asked to submit stories highlighting how they show compassionate care in their current role and or a patient story that showcases exceptional outcomes and results based on the care they provided After the stories were gathered the Red Chair Communications staff

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News 2015 MASAE EDUCATION EVENT CALENDAR BOOKMARK THESE EVENTS IN YOUR 2015 CALENDAR AND SAVE Sign up for the entire package of MASAE programs and save 10 off each event APRIL 30 EXECUTIVE MANAGEMENT FORUM Princeton NJ JUNE 3 MID YEAR MEETING FOCUS ON MEMBERSHIP Inn at Penn Philadelphia AUGUST 20 MASAE 6TH ANNUAL GOLF OUTING Sea Oaks Egg Harbor Twp DECEMBER 2 3 MASAE 6TH ANNUAL CONFERENCE EXHIBIT Harrah s Atlantic City MASAE THANKS ITS ANNUAL SPONSORS FOR THEIR SUPPORT MASAE Welcomes NEW MEMBERS Renaissance Woodbridge Hotel Shatia Wise Destination Hotels Resorts James O Donnell Association Headquarters Inc Cacilda Barros Tropicana Casino Resort James Ziereis CMP IEEE Kathy Colabaugh Bower Management Services LLC Andrea Bower MBA YourMembership com Melissa Blaskovich IEEE Patrick McCarren CAE Sheraton Baltimore North Kerry Haviland IEEE Denise Hurley Sheraton Virginia Beach Oceanfront Hotel Kimberly Liller Association Headquarters Inc Anna Shnayder Association Headquarters Inc Danielle Smith 16 pace SPRING 2015

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Management Mission Driven Associations Are They Dying Ed Rigsbee CSP CAE T here seems to be a continual old guard new guard debate as to the purpose of associations This might mean paid staff volunteer leaders or rank and file members The old guard position is generally that people in the industry or profession need to join the organization to serve and give back our job is to advocate for the industry profession The new guard position seems to be to prove our relevance in the industry and today s marketplace we need to demonstrate a stellar member value proposition Erroneous Beliefs Just for the sake of discussion let s assume that the new guard is more in touch with their peers than the old guard Continuing on this line of thinking how in the world will the old guard effectively recruit new members those beyond the age of baby boomers How will the join because you should sales presentation influence the up and coming business leaders that associations so dearly need in order to survive and prosper Perhaps conventional wisdom has become stale If so how will the mindset of the old guard transition to that of those they are trying to influence Might the term mission driven organization simply be code for 18 pace SPRING 2015 we are not going to evolve regardless of computers and used to finding much of what the marketplace is telling us the information they seek via a quick Google search on their mobile device The Distinction not the desktop computer the paradigm It seems very difficult for the old guard to has clearly shifted in many cases to the understand the difference between blind eye of the old guard The new guard industry benefit activities and member expects and demands this reasonable only services When a membership return something far beyond the old organization embarks on activities that join because you should With this in serve both members and non mem mind there is an exceptional opportunity bers those activities cease to be consid for today s membership organizations to ered member only benefit That does experience explosive growth through not necessarily mean that the activities are calculating and communicating the bad or should be discontinued it simply return on investment ROI of membermeans those activities deliver benefit to ship and doing it in actual dollar all As such the activities or services are numbers Within this opportunity is the not true features of membership as one need for organizations to take a very hard does not have to hold membership to look at what resources are being used for gain the benefit The old guard tends to the entire industry and what are being hold onto these all industry benefit invested into member only activities activities and expects the new guard to services and products These progressive value these activities the way the old organizations are sometimes misguidedly referred to as retail associations meaning guard has that they only sell to their members New Era Benefit The tendency of the new guard business leader or professional that might consider membership in their industry professional organization is to seek honest value in return for their investment of time and money Since many were raised with Walking the Tight Rope Many membership organizations are struggling with the need for old guard activities that generally tend to satisfy the long term member Fair enough that is an honest member retention challenge

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Membership Does it make sense to ask someone to pay for something they are already getting at no cost to themselves or to their company Well that is precisely what many of North America s associations and societies are trying to do The old Baby Boomer model of you should join to support your industry is dead Let it go and move on What the generations that follow the Baby Boomers want to hear you say is Let me prove to you that membership in our organization is a good business decision To prove that membership is a good business decision you have to separate the member only benefits from the industry stakeholder benefits In most cases all of an organization s advocacy and legislative work falls into the category of free industry stakeholder benefits As stated earlier this work is good for member retention it is frequently a no sale for member recruitment determine their personal value coming to a reasonable group consensus Add all the numbers and divide by the member cost you will then have a membership ROI return on investment number It takes a skilled facilitator to correctly draw the numbers from members and is rarely successful when the process is led by a staff member This is because staff members have personal agendas in specific programs or silo areas of the organization If your organization s members see their membership as an expense during tough times membership is one of the first things to go Real Dollar Value Member only benefits are what your members should measure to determine the real dollar value of their membership As you would expect member only benefits are the activities products and services and discounts that are only available to people or companies through holding membership in your organization As an example while your legislative work is generally an industry stakeholder benefit your legislative update is a member only benefit that is of course if you do not freely distribute this to non members If you do stop doing that NOW If you offer your legislative update to non members at a higher price than to members the deferential in price is the member only benefit Priceless To determine the yearly real dollar value a member receives from their dues have your members in a qualitative focus group process go through each member only benefit to Copyright 2014 Ed Rigsbee Using the lexicon of North America when I hear members or staff stating that membership or a specific benefit is priceless I think Where s the beef In the area of member only value relying on the word priceless to describe an activity product or service is for the weak lazy and uninformed Relying on priceless is a 1990s paradigm that died in the early 2000s The membership value myth is clearly that of trying to sell to non members that which the industry stakeholders already receive at no cost The member recruitment paradigm of today is to prove to non members the realdollar value in member only benefits that is available to them Part of the real dollar value of your legislative update is figured only from membership in your organization The paradigm by the amount of time it would take a member or their of today is to prove to non members that membership in your clerical staff to amass the information critical to their business organization is a good business decision or profession that you provide If it would take the member 20 hours a year to find and access the information that you If you would like help in proving that membership in your spoon feed them then part of the real dollar value is 20 times organization is a good business decision I m happy to supply the hourly income of the member or their staff person This you at no charge my dazzle them with brilliance rather is not just their paycheck number but the real cost per hour than baffle them with bulk member recruitment brochure the company pays for that person to be there including template Email your request to ed rigsbee com and put benefits cost and workstation office space costs template request in the subject box P 22 pace SPRING 2015 See page 19 for details on Ed Rigsbee or visit his website at www rigsbee com or Ed Rigsbee com

Pace Magazine Digital Issue

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