FOCUS NORTH 2022 | Issue 1
Making History at Minneapolis Area Realtors® Association elects first Black President in 135-year history Pg. 5
Published by
www.associationsnorth.com
5.18.22
MINNEAPOLIS EVENT CENTERS
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Designed for the busy association professional, NFusion is all about collaboration, community, and empowering members to take action, develop as a leader, and thrive in an ever-changing world.
NEW THIS YEAR • Reimagined with your changing needs top-of-mind • Future focused and essential for today’s association leader and emerging leader • Facilitated “Connector Groups” to share, connect and inspire • Elevate leadership, culture, hybrid work, meetings, resiliency, member engagement, business models and more!
The Must-Attend Conference for your Entire Team! Register by APRIL 20 to SAVE at
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Focus North is published 4 times a year by Associations North 1970 Oakcrest Avenue, Suite 100, Roseville, MN 55113
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Phone: 651.647.6388 Fax: 651.647.6416 Website: www.associationsnorth.com Email: info@associationsnorth.com The opinions expressed herein are those of the authors and do not reflect the opinions of Associations North. Editorial contributors in any area of association management are welcome. Articles accepted for publication are subject to editing by Associations North. Advertising is accepted on a space availability basis. Contact angela@associationsnorth.com or call 651-647-6388 for further advertising information.
Staff
Angela Kisskeys, Co-Director VP of Operations & Communications Sarah Ruzek, Co-Director VP of Finance & Education Steffanie Berg Project Coordinator
CONTENTS History at 5 Making Minneapolis Area Realtors®
Association elects first Black President in 135-year history
Mission
To advance and serve the association management profession in Minnesota, North Dakota and South Dakota.
Vision
Associations North, our members, and their associations will thrive and grow.
Diversity & Inclusion
In principle and in practice, Associations North values and seeks diversity and inclusiveness within the association management industry. Associations North advocates for and promotes involvement, innovation, and expanded access to leadership opportunities that maximize engagement across underrepresented groups in the Associations North membership.
Leaders: 7 Advancing Fuel For Forward-
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Advancing Engagement + Recruitment: Moving Membership When Members are too Scared to Participate
11Advancing Diversity & Inclusion: Journey Forward
More Than Reflection: Black History Month + Removing Barrier to Black Leadership
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Moving Forward Together
Thinking
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Upstream Thinking: By Asking the Question, We Change the Future
What’s CO-ing On?
18 Conversations
Advancing Meetings + Events: In The Details
19 Calendar of Events 20 Brain Power 24 Et Cetera 25 Spotlight: Member in Motion
5 More Ways to Prepare Your Events for the New Next
16 Advancing 15 Advancing Communications: The Essentials: Stay Connected
Invaluable Insights
New Techniques for Social Networking + Lead Generation
7 Ways to Reengage Your Workforce + Inspire Loyalty
Board of Directors Question: What is something you are finally planning to do in 2022? Clara Albert, CAE (2022 Chair) Electrical Association Answer: “Go to a Yoga studio again” David Siegel, CAE, IOM (Past - Chair) Housing First Minnesota Answer: “Start studying Tai Chi” Janel Fick (Chair Elect) Global Management Partners LLC Answer: “Plan a vacation” Matt Gruhn (Secretary/Treasurer) Marine Retailers Association of the Americas
Sarah Ruzek Associations North Answer: “Travel again” Angela Kisskeys Associations North Answer: “Attempt to take on the sport of golf”
Carrie Chang Minneapolis Area REALTORS® Answer: “International travel”
Justin Bieganek Mercury Creative Group Answer: “Getting all my sisters + brothers together. It’s been five years since we have all been together”
Maria Huntley, CAE, MANM Minnesota Academy of Family Physicians
Mary Detloff, CAE Crescendo Consulting Solutions, LLC Answer: “Plant my garden on time”
Karla Keller Torp Minnesota Shopping Center Association Answer: “Vacation with my family – a get away to relax and reenergize!” Christi Kokaisel, CAE, MBA American Academy of Neurology Answer: “Live music and catching up on postponed concerts!” Shannon Thomasser Visit Roseville Answer: “Plan a vacation!”
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Associations North sponsorship levels have been simplified to suit your unique needs three levels, three unique focuses:
• GAME CHANGER: Fully customized with exclusive opportunities • ADVANCER: Specialized ala-carte options to purchase from a menu of choices • CONNECTOR: Annual recognition
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Learn more at associationsnorth.com/Sponsorship2022
What’s CO-ing On? Strength Through Community What makes a community? Is it the organization? The people? The common interest or purpose? We say it’s all three! Associations are uniquely positioned to create a sense of belonging, understanding, and community. At Associations North, we believe you, our members, are the spark that creates our dynamic community. You support one another, share knowledge, and develop solutions to name a few. Here are a few ways Associations North will be bringing connections and community, with a spark of fun! As you read this, we hope you have had a chance to jump over to SPARK, Associations North new online member community. If not, make spark.associationsnorth.com your next stop! SPARK is your destination for digital collaboration, discussions, sharing, supporting, celebrating, inspiring and making new connections. SPARK will focus on year-round support and engagement on key industry topics, knowledge, research, peer meetup groups, and continuing conversations among attendees, post-event. More importantly, you can be a part of something greater by contributing to SPARK: 1. Build Connections + Expand Your Network Increase personal and professional opportunities by introducing yourself, sharing a helpful resource, celebrating an important milestone, giving kudos, making a recommendation, or scheduling a coffee chat a member. 2. New Possibilities By making professional connections, you can open the doors to new possibilities, mentorships, new business, career opportunities, provide recommendations, or serve as a reference. The power and capacity of your possibilities lie within your participation. 3. Increased Development Learn and be inspired by creating discussion posts on hot topics, establish yourself as a thought leader by offering insights, knowledge, and resources that help advance associations. Use SPARK year-round to keep growing and developing. A SPARK is all it takes to create moments, memories, and a feeling of community. SPARK was designed to create a sense of belonging for all members. Enjoy, engage, and take full advantage of this new member offering! Speaking of new – it’s been two years in the making, and we’re thrilled to introduce NFusion 2022...coming May 18! Unique, all new, and reimagined for YOU, this conference is designed for the busy association professional. Our
largest conference of the year, NFusion, is all about creating connections, building community, and empowering members to take action, thrive in an ever-changing environment, and develop as a leader. Whether you’re a first-time attendee (hey – we’ll all probably feel like this) or seasoned pro, we’re looking forward to sharing this conference experience with you! Connect + Collaborate Facilitated “Connector Groups” will provide your goto-connection throughout the conference to deepen understanding, idea share, problem solve, and strengthen takeaways. Additionally, more time has been incorporated to allow for peer-to-peer conversations, connections and collaboration during breaks, SPARK Community Roundtables, and educational sessions. Elevate + Empower Future focused for today’s association leader and emerging leader. Unlock potential, move from purpose to impact, reclaim joy, and move forward with an action plan. Advance Associations Engage in powerful discussions around the future of membership models, supporting a hybrid culture, business models, staffing, membership engagement with changing expectations, the rise of the post-pandemic hybrid conference, meeting trends, and more! Have you added May 18 to your calendar yet? NFusion is a no-brainer on our quest to create community in all we do. From the moment you walk it the door, it will feel inviting and invigorating! Join us, May 18 – and bring your team! We’re not done yet! Keep your eye out of additional opportunities to connect and engage with the Associations North community: Connections Cup at Topgolf, Fall Retreat, Meeting Planners Symposium, Winter Celebration, and more! Thank you for helping create community within Associations North. See you soon!
Co-Directors, Associations North
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Making History at Minneapolis Area Realtors® Association elects first Black President in 135-year history
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A new year often brings new changes, and the Minneapolis Area Realtors® (MAR) is making history in 2022. Leveraging its reputation as an association that builds and connects all communities throughout Minnesota’s largest city, MAR has further demonstrated its commitment to inclusion by naming the first Black President in its 135-year history: broker and community leader Denise Mazone. “Real estate is not just a business,” said Mazone. “It’s the foundation of a vibrant community. Bridging the disparity gaps so that all people have a chance to be homeowners is the most important thing to me, and I’m excited to carry that vision as MAR’s 2022 President.” Comprised of over 9,000 Realtor® members throughout the Minneapolis area, MAR provides them with resources, leadership, and community. In electing Mazone to such an influential and visible role in the association, MAR is proactively advancing its goal of making sure that everyone has a seat and voice at the table. “Denise’s presidency is a historical moment, and one that’s long overdue,” said MAR CEO, Carrie Chang. “Real estate plays a critical role in building not only vibrant communities, but also equitable and just communities. Her vision for Minneapolis Area Realtors® is one that we are committed to and excited to help bring to life.” Mazone credits becoming a Realtor® with providing a pathway to fulfill her desire to make the world a better place. As the owner/operator of Mazone Real Estate Group, she brings over 25 years of experience in residential and commercial real estate. Appointed to the MAR board in 2015, she has served on the executive committee and became the first Black person to serve as the Secretary, PresidentElect, and now President of MAR. In addition to serving the local Minneapolis real estate community, Mazone is also active in the statewide Minnesota Realtors® association. She has volunteered her time and talent on its board of directors, participating on the government affairs committee and leading the association’s diversity, equity, and inclusion committee.
“Although I’m the first Black President, I certainly don’t want to be the last. I want to be an inspiration and confirmation to all that nothing is impossible in this life.” She works to fight racism in the real estate industry as an active participant in the Just Deeds coalition, of which MAR is a founding member. The project helps homeowners and cities discharge discriminatory racial covenants from property titles, which for decades have created segregated neighborhoods throughout Minnesota. It’s just one way that she promotes equity. “I am hoping to bridge the homeownership gap in the Black community,” explained Mazone. “I want to inspire other Realtors® of color to be in this chair, but it’s also important that they are represented in all areas of leadership. We must continue to build the pathways for them.” Not only is Mazone’s new role as President of MAR inspiring for people of color, but it’s especially motivating for female Realtors® of color to pursue leadership positions in community organizations. She notes that Black women are historically very resilient, and she hopes that her accomplishment serves as an encouraging example of what they can do. The hard work doesn’t stop here. Mazone has big goals for the future of both MAR and real estate. She and the rest of MAR’s board of directors and staff will endeavor to achieve them throughout this year and beyond. “Although I’m the first Black President, I certainly don’t want to be the last,” commented Mazone. “I want to be an inspiration and confirmation to all that nothing is impossible in this life.” As President of MAR, Mazone is aware of her capacity to shine as a beacon to others. She believes that everyone deserves a home of their own, and as a broker with agents, she works tirelessly to advocate and make that dream a reality. “I encourage other agents of color to become their own brokers too,” she said. “We all win when we are creating more homeowners of color.” To learn more about Mazone and her trailblazing work with MAR, visit www.mplsrealtor.com. 6
Advancing Leaders: Fuel for Forward-Thinking
Upstream Thinking: By Asking the Question, We Change the Future Mary Kay Delvo, INspiring Insight If you had to estimate how much time your organization spends on putting out fires, vs. preventing them, how much would you estimate? More than 50%... less? Unless your organization’s role is to fight fires or respond to emergencies, that number should be low. What if you could increase your capacity for prevention by identifying problems before they happen? If you’re interested, enter upstream thinking. What is Upstream Thinking? Upstream thinking is an approach which challenges the status quo by utilizing powerful questions as a foundation for uncovering gaps in information, data, and participation while also understanding if what we are measuring confirms or denies that we are being successful? Upstream thinking begins with core planning questions which invite multiple perspectives and shed light on early warning signs. Questions such as, “What if…?” or “How do we know?”; ‘”Who is not in the room that needs to be?” and “What don’t we know that we think we know?” Questions, not only change the conversations, but they also change the future. In his 2020 book, Upstream Thinking, Dan Heath articulates key components of upstream thinking and demonstrates its impact through a series of case study examples where upstream thinking contributed to system change. Key Components of Upstream Thinking
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1. Barriers to Upstream Thinking Three common barriers are shown to prevent people from thinking upstream
in the first place. If we don’t understand what prevents change from happening in the first place, change can’t be made. Problem Blindness – The problem is not seen because it is viewed as inevitable Lack of Ownership - People capable of addressing the problem don’t believe its theirs to fix. Tunneling – Because people only know what they are trained to see or are rewarded for, no one thinks to ask, “Why does this keep happening?” 2. How to Avoid Doing Harm Most of us are familiar with Smokey Bear for his infamous phrase, “Only YOU Can Prevent Forest Fires.” In case you are not, Smokey is a fictional bear created by the U.S. Forest Service and Ad Council for the sole purpose of engaging the public in preventing forest fires. Critics argue, the original Smokey message fostered the idea that all fires are bad and preventable. Richard Minnich, at Professor University of California at Riverside said in 2016, the Smokey Bear campaign completely ignored fire as a natural occurrence. In a 2007 paper titled, “Be careful what you wish for: the legacy of Smokey Bear,” two USDA Forest Service researchers attribute the long-standing policy of aggressive wildfire suppression as contributing to a decline in forest health, and an increase in some forest fuel loads which resulted in wildfires that are more difficult and expensive to control. While Smokey Bear campaign was grown out of good intentions, in 1944, little thought was given to what might occur upstream if such actions were taken. An upstream thinking approach would
likely have asked, Who will pay for what doesn’t happen? What will success look like? and how will success align with our mission? Today, the USDA Forest Service promotes preventing wildfires, not all forest fires. A small tweak in wording that is anticipated to have a big impact. 3. The Lens Being Used to Measure Success We should ask ourselves; how will we know we are succeeding and will what we are measuring confirm or deny that we are? Then we can focus the appropriate lens on how to define success. The distinction is demonstrated in this custodian performance measurement example. A group of custodians’ performance is rewarded for the amount of surface area they clean per shift. Knowing this, the custodians are motivated to clean as much surface area as possible during their shift. Meanwhile, complaints by other employees about their dirty workspace have tripled. The custodians are cleaning to the measurement but because the lens for successful performance is surface area, the result is on quantity, not quality. Despite good performance, majority of stakeholders would not call this success. Having feedback loops in place which surface early warning signs are critical for upstream thinking and increase opportunities to expose gaps, underlying causes, before they lead to crisis, ineffective results, inequities and injustices. Does your organization have the courage to go upstream and explore?
Advancing Engagement + Recruitment: Moving Membership
When Members are too Scared to Participate Amanda Kaiser, Smooth the Path
People have two choices when presented with the opportunity to participate. The two choices are either participate or stand back and observe. When I say ‘participate,’ I mean activities like typing in the chat during an online event, asking questions during the conference, playing a game during the reception, or talking to a stranger. If they watch too long, a gap opens, and it becomes more challenging to participate. At some point, perhaps not participating becomes awkward. So attendees are stuck between a rock and a hard place. It is too difficult to gain the momentum to bust in and participate, and at the same time, not participating feels weird. (It would have been better to stay home on the couch eating carbs binging Netflix.)
Then, I might move on to a quick and easy brainstorming type of question and encourage people to give one-word answers. Type your answer into the chat, write it on a post-it, or shout it out. Let’s all keep adding new words until we can’t think of any more. I hope these two questions demonstrate that participating is safe, fun, and worthwhile. When participation is the goal, think of all the ways you can give your members a friendly nudge to join in.
When you have an event that requires or is better with tons of participation, it can be helpful to encourage participants to jump in right away, so the gap never has a chance to develop. One of the techniques I use to close that gap is to pose a super easy question that has no wrong answers within the first 30-60 seconds of the event’s start.
Join the Membership Group on SPARK to respond or find answers to these questions: •
What techniques have you seen used or have implemented yourself to encourage engagement with members who seem hesitant to participate?
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Have you asked your members why they may be scared to participate? If so, what were their responses?
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When + where have you noticed members participate the most? The least? 8
Drive results by unlocking your leadership potential and exploring these topics in LeadershipSync: • • • • •
Leadership Presence + Facilitation Communication in Virtual/Hybrid World Productive Conflict + Difficult Conversations Time Management + Prioritization Resilience + Empowerment
Program kicks off Thursday, April 14 | Space is limited
associationsnorth.com/leadershipsync
"Organizations with the desire to evolve, grow & take risks, view us as an asset."
Leadership & Peer Group Coaching Strategic Planning & Board Development Facilitation & Enviornmental Scanning marykay@inspiringsight.com | 612-750-0814 Strategist|Certified Facilitator|CertifiedCoach|Enneagram Coach |Enneagram Leadership Trainer www.inspiringsight.com 9
Advancing Meetings + Events: In The Details
5 More Ways to Prepare Your Events for the New Next Beth Surmont, 360 Live Media
In the fall, after attending a few inperson events, we shared tips of how the onsite experience was changing and how you can prepare. Now, with a few more events under our belt (11!) we have a few more ideas for how planners can make the in-person experience even better for returning attendees. 1. Really Big Name Badges with Photos It’s hard to recognize people that you haven’t seen for two+ years, and it’s even harder when they are wearing a mask. Maximize your name badges with BIG font and a photo so you know what the person looks like without the mask on. Add an indicator of comfort level – a green dot for hugs, a red square for distance; and a space to write an “Ask me about” conversation starter. This is more than the standard name badge template might be able to handle, so consider printing the registration information on standard labels and setting up a badge customization area. Bonus: this creates a simple networking space instantly upon arrival! 2. Double Down on “Don’t Make Me Think” We are all rusty at traveling, negotiating airports, and finding our way around convention centers. Don’t Make Me Think design has always been foundational to a good attendee experience, but now it’s even more important. By the time your audience arrives at the registration desk, they have navigated multiple barriers that
they are no longer used to encountering. They are exhausted. Clear instructions, onsite signs, and “follow-me” footprints will go a long way to making your attendees leave the travel experience behind and get settled in for your event. 3. Diversify Your Networking In addition to traveling, we’re all out-ofpractice at interaction. It’s hard to read body language in a sea of masks and remember what to talk about. Give your attendees a break and provide different ways to connect beyond the reception. Set up a board game station. Have a speed networking hour. Post a meal share board. PCMA Convening Leaders had a great setup at the opening party where attendees could collect light-up swag from a big station at the entrance, giving people a place and purpose to connect instantly with excitement, instead of awkwardness. 4. Put some Breathing Space in your Schedule This has always been a recommended best practice, but it’s now more important than ever. Don’t feel the need to pack the schedule with content, especially lecture-style content that can be easily and comfortably consumed on demand. Instead, free up the afternoons to catch up on work, explore the city, consume digital content, or just chill and recharge before the evening activities. You can have some
organized options (hello new sponsorship inventory!) but you can also just provide recommendations for how people can spend their time. 5. Safety Should Not Be a Barrier Safety, and the perception of safety, is extremely important as people return to in-person. For this first year of reconvening, we will be dealing with several different comfort levels of attendees. Overdoing it on the safety messaging might end up making some nervous, and not having it front and center might make others confused. Safety information should be simple and clearly communicated, and easy to find on your website, your mobile app, and in your know-before-you-go. Keep the sentences short and skimmable and use bulleted lists and icons for easy reading. Think of it like providing the shuttle information: you are giving the details to find the buses, but you usually aren’t providing a lengthy background on the types of tires and insurance. It’s going to be an interesting year as we welcome people back to our in-person events and we are staying curious about how to create amazing experiences in this new next.
Beth Surmont is facilitating Associations North’s MeetingsSync cohort program. Learn more about the program at associationsnorth.com/meetingssync.com 360 Live Media is an event strategy, marketing and design agency that helps associations maximize the impact of their events to advance their mission.
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Advancing Diversity & Inclusion: Journey Forward
More Than Reflection – Black History Month + Removing Barriers to Black Leadership Sarah Korbel, Marine Retailers Association of the Americas
Did you know Black History Month was started by an association? It began with the Association for the Study of African American Life and History (ASALH). An Associations Now article, quoted Daryl Scot, ASALH President saying, “There was with Woodson (the ASALH Founder), a notion that you need a time of the year where special attention is given to a topic to show, in effect, what has been learned. And if anything, it has become more critical.” When we reflect on Black History Month, we think of Martin Luther King Jr. and Harriet Tubman. Sometimes we think of the firsts: The first Black President, Barack Obama; the first Black Baseball Player in Major League Baseball in the modern era, Jackie Robinson (though Moses Fleetwood Walker was the very first); the first Black person to not sit at the back of a bus (you might think it’s Rosa Parks, but it was actually 15-year-old Claudette Colvin). These leaders are known for overcoming incredible barriers to fairness, safety, and access. How can we not only recognize Black Leaders of the past, but also remove these same barriers today? In this article, I’ll share three barriers, pose questions for reflection, and suggest a path of action. Barrier: Exclusive Hiring Practices Reflect Are your hiring practices preventing Black Leaders from joining your organization? • It is a best practice to provide pay range in job postings for transparency in pay equity. If this isn’t something you do, can you identify why? • When reviewing resumes, are you looking at transferrable skills rather than prior industry knowledge? When we make industry knowledge a pre-requisite, we are limiting our applicants to a pre-existing pool of people. If you’re in an industry that already lacks diversity, this is a clear barrier to entering the field. Act • Add pay range to all job postings and distribute to current staff for promotion opportunities. • Offer training for new hires lacking industry experience.
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Barrier: Lack of workplace safety Reflect Are Black Leaders given the space to authentically be themselves? • Black leaders share experiences of being blatantly ignored, criticized for communication style, and receive disapproving comments regarding natural hairstyles. According to the Society of Human Resource Management, “Black professionals are more likely to encounter racial prejudice and microaggressions than any other racial or ethnic group. Forty-three percent of Black executives have had colleagues use racially insensitive language in their presence.” What can your organization do to prevent these harmful experiences? Act • Provide cultural sensitivity education for all staff and leadership by qualified professionals. • Create a formal code of conduct that states what is expected in a safe team environment both for physical and mental safety. Barrier: Lack of accountability Reflect Does your organization have systems in place to maintain workplace safety for Black Leaders? • While the last barrier suggested actions address preventative measures, accountability addresses aftercare measures. While we all hope no one in organizations would cause harm, the reality is that it can occur. What happens if it happens in your workplace? Are you prepared to address it with both your staff impacted, and the staff causing the harm? Act • Create clear processes of how one can report harm, as well as the consequences that can be expected if code of conduct is breached. • Plan to have a conversation with Black Leaders that incorporates additional support they may need. These are only a few of the barriers to reflect and act on. How can you and your organization not only reflect on Black History Month each February, but remove barriers for Black Leaders any time of year?
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Community Insights
SEO Insights to Gain Digital Traction A quick take on the importance of keywords and SEO for digital media success.
To get a deeper dive on SEO and keywords strategy, join Melissa Harrison, CEO of Allee Creative, for a workshop on April 14. Visit alleecreative.com/digital-marketing-workshop to register.
While we’d love for everything we put online to rank #1 on Google and reach ALL. THE. PEOPLE. The reality is search engine optimization takes time. To get started, define your why. Are you looking to boost revenue and drive membership? Do you want an increase in event registrations? Are you looking for general awareness? Be Reasonable with Expectations SEO is not a quick fix. You’re likely looking at 6-12 months to see significant results. To start: • Set up Google Analytics and Google AdWords accounts. • Enable on-site search on your website and use that data to guide your decisions. • Research keywords to foster ideas for blog posts, website, video and social media content. Conduct Keyword Research Start with a list of keywords to create meaningful content for your audience and increase the likelihood of being found. Build your keyword list with head terms and long-tail keywords. A head term is 1-3 words; a long-tail keyword is a phrase (think 4+ words). For example: ‘lawn care’ is a head term whereas ‘tips for summer lawn care’ is a long-tail keyword. Think about how and what your members search for to help you get started. Use listening tools to conduct your research and then: 1. Think about 5-10 topics for your organization. What do you want to be known/found for? 2. Make a list of words already driving traffic to your website. Review Google Analytics, organic traffic results and current website keyword clicks. 3. Research keywords by using search console date, Google Keyword Planner, SEMRush or other tools. 4. Use a spreadsheet to export/import data and keep track of your research. 13
Scan for access to the virtual “SEO and Keyword Workshop” on April 14.
What to do with Keywords After you’ve established your lists, use these keywords in your content (blog posts, social posts) and on the back end of your website. This will help drive higher, relevant traffic to your site and improve visibility. Ultimately, your keyword research drives your content. It helps you understand your members, your audience’s needs and how to solve pain points. Use your keywords to optimize, plan and organize: • Blog content calendars and social media content • Meta data (which can influence click through rates) • Video descriptions, images and uploaded content • H1, H2 and H3 tags (headings) and bodycopy on your website or blog A few other tips to keep in mind as you continue to grow in SEO: • Social media channels are search engines, too. Use keyword phrases in social posts so you appear in search there • Optimizing images is just as important as optimizing content. • Long-form content (think 3,000+ words) ranks better on Google than short-form content. Don’t be afraid to write what you know. For more insight, check out my SEO and Keywords Workshop online April 14. Scan the QR code above for info. Happy researching! -Melissa Harrison, CEO, Allee Creative
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Advancing Communications: Stay Connected
New Techniques for Social Networking + Lead Generation Dawn Wagenaar, Principal, Ingenuity Marketing Tip #1: Be Yourself. This concept has shifted over the last few years. Now, social media platforms want you to use your personal profile to build your brand. What does that mean? It’s time to get personal. Show your LinkedIn followers your work-from-home station, complete with snoozing cat to keep your feet warm. If you’re only using social media from the standpoint of your brand’s company profile, then use your style guide to ensure consistency across all posts. In all likelihood, your association has a brand style guide. Use this tool to inform your voice, use imagery that best reflects your brand, and this should also include keywords you use to reinforce your firm’s selling points. Tip #2: Respond. It takes time, and it may heighten your anxiety at first, but you’ll soon get used to utilizing your social media inboxes much the same way as you use Outlook to respond to member requests. Make sure you have your style guide handy when responding to messages that land in your company inbox. These messages tend to be brief, and professional. For example, you can respond to an inquiry with a timely reply like this: “Thank you for reaching out to COMPANY XYZ. We will get back to you as soon as we can. Hope you have a pleasant day!” If you go this route, you can use rules to send automatic replies to new inquiries. If there are multiple people accessing the account, make sure you include an identifier like “(~Tiffany, executive assistant)” at the end of your message so the next person knows who responded in the first place.
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The same goes for reviews. Reviews are integral to your lead generation, social media campaign, and business development strategy. According to Qualtrics, 93% of consumers read reviews before making a purchase decision. Tip #3: Automation. Make the system works for you. You’re busy. When you’re an executive, manager, or project manager, utilizing all the tools at your disposal works to your advantage. For example: On LinkedIn, you can use Sales Navigator to categorize leads so you know who is a lead and who is a peer from college. You’ll want to talk to them differently. You can use a tool like PhantomBuster to reach out to potential clients and “connect” with them. This tool also has the capabilities to automatically send initial messages and replies to connections. This is helpful when you’re crunched for time. You can’t spend all of your time on social media, right? Tip #4: Shake It Off. If a certain platform is not performing, if you’re not seeing any leads from it, and it’s just not proving of any value to you, leave it be. One thing we tell clients at the beginning of their social media journey is to focus on one social media platform at a time. Tip #5: One at a Time. You can’t scale every mountain at once, right? You have to learn your tools, possibly even buy tools, figure out if your audience is even on a certain platform, then develop your strategy.
• Pick Your Platform – For example: You hear everyone is back on Instagram. Should you be on Instagram? Instagram is a visual platform. If you’re selling cupcakes, architectural designs, or even nonprofit memberships you may want to consider being on Instagram. • Do the Research – Learn the platform. Do the research to see if your target lead generation audience is even on said platform. • Strategize – Your followers want to see consistent content. Social media algorithms like consistency. If you post every Wednesday at 2 p.m., you will rank higher in the feed. That’s one element of a good social media strategy: establishing timing. Shareable content: Twitter and Facebook algorithms are changing such that even if you’re not friends with someone or necessarily following a certain page, you will see seemingly unrelated content in your feed because a friend of a friend of a friend of a friend commented on it. Make sure your content invites comments and shares. Tip #6: Complete Your Profiles. This includes checking for typos, filling out everything you possibly can (for example: add a cover photo to LinkedIn, take skills tests, etc.) and ensuring your profiles look good. Take a step back, put yourself in your potential members’ shoes and see if there isn’t something missing that can bring your profile from a B to an A+. Ingenuity Marketing Group is a member of Associations North www.ingenuitymarketing.com/industries/ marketing-for-associations
Advancing The Essentials: Invaluable Insights
7 Ways to Reengage Your Workforce + Inspire Loyalty HR Adviser, Maguire Agency
You’ve probably been hearing about the Great Resignation (or however you want to describe it) for months now. Even if you’re not dealing directly with increased turnover, your employees know they have options. Their friends, family, and people they know peripherally or on social media have made the leap and are gleefully announcing it on LinkedIn. Some job-hoppers may be emboldened by the movement to quit good jobs in the hope of something better—better pay, more flexibility, or more opportunities for advancement. Some have simply been pushed to the brink by dead-end jobs, lousy company culture, or ineffective managers. Others have given up trying to “have it all” and left the workforce completely. But what if employers could capitalize on this current “I quit” mood? What if you could keep your employees engaged, inspire loyalty, and make it easier to attract and hire those that are looking for that next best thing? We’ve got some ideas for both prioritizing current employees and making it easier to attract new ones. 1. Understand and be responsive to employee needs, motivations, and priorities. A paycheck may be the reason everyone has a job in the first place, but it’s not the only reason people choose to work or decide to work for one employer over another. Your employees stick with you because there’s something in it for them besides the money. The job is useful to them. Knowing why it’s useful enables you to keep employees satisfied and, better yet, make their jobs even more appealing. 2. Prioritize employee development. A work environment in which people gain knowledge, learn new skills, and advance in their careers speaks more clearly and loudly than any marketing message can. People like working where they can grow and develop. According to a LinkedIn report, companies “that excel at internal mobility are able to retain employees nearly twice as long as companies that struggle with it.” And a better trained workforce is also a more productive and profitable workforce!
something when they see themselves in it. They’re more engaged when their decisions bring about real change. 4. Reward success. In fact, reward anything you want to see more of. Whether large or small, the rewards have to be meaningful. Ideally, figure out what type of reward speaks to each employee. For some, acknowledgment in a company meeting will make their heart sing. For others, receiving a token of your appreciation, such as a coffee gift card, will be more meaningful. 5. Allow for a healthy work-life balance. Flexibility is a big selling point for employees looking for better balance between work and life. Your employees have other commitments they need to attend to. Some are caring for young children or other family members while navigating daycare and school closures or multiple appointments. Give employees the time to see to those commitments and have a life outside of work, and you’ll get more from them when they’re on the job. Options may include remote or hybrid work, paid time off, flex hours, four-day workweeks, alternative schedules, and reducing workload. Remember, however, that policies are only as good as the practices around them. Ensure that employees don’t need to jump through hoops to request time off. Remind managers to be responsive to requests for time off and on the look out for signs that employees are feeling overwhelmed. 6. Conduct “stay interviews.” Don’t wait until people are leaving to investigate what could have inclined them to stay. Talk to employees now about what’s going well, what pain points they’re experiencing, and what could be done to take the relationship to the next level. Stay interviews enable you to address problems and unfulfilled wishes before they drive people out the door. 7. Let people go who want to go. You have only so much time in the day. Don’t spend it trying to entice people to stay if they really want to leave the organization. That time is better spent ensuring smooth transitions and engaging employees who don’t have one foot out the door.
3. Invite employees to be co-creators of the organization. Empower them to make decisions about how things are done and where the organization is going. People feel more a part of
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651-222-8004 | Jimf@allegrastp.com | allegrastp.com | image360stp.com
Conversations: In Focus | Different viewpoints. Different solutions.
What is something you do now that you wished you started doing sooner in your career?
Melanie Hultman
I try to always assume positive intent in others.
Director of Communications Northwestern Lumber Association
After the last couple of weeks that I have had, I can honestly say that I wish I had taken Excel classes and learned pivot tables and other advanced features of Excel sooner. I’m rushing to learn them now and wish I could go back and make an impact on some of the reporting I have put together in past roles. Never too late to learn, right?
Kim Carter
Membership + Events Coordinator HousingFirst MN
Kate Cole, AAP, CAE Coordinator, MNAFP
Executive Director, Financial & Retail Protection Association
Learned HTML for working on websites.
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2022 Calendar Of Events For more details and to register for events, visit: www.associationsnorth.com/calendar
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May 4 | Creating an Empathy Centered Organization May 12 | Time to Change Your Pricing Strategy + How to do May 25 | How to Be a Strong Leader and Confident Innovator Cohort Groups
May 20 | CEOSync (large) May 20 | CEOSync (small) May 12 | LeadershipSync
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Apr 29 | CEOSync (large) Apr 22 | CEOSync (small) Apr 13 | MeetingsSync Apr 14 | LeadershipSync
Professional Development
MAY 2022
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Apr 6 | The Power of Diversity On Your Leadership Team Apr 13 | Unlocking Potential Through Organization Design
Jun 15 | Best Practices of Digital Marketing Jun 22 | Digital Strategy Case Study
Cohort Groups
Jun 16 | CEOSync (large) Jun 23 | CEOSync (small) Jun 8 | MeetingsSync Jun 9 | LeadershipSync
How to Elevate Board Engagement Bob Harris, CAE and John Gormley, CAE
Brief is Better – In nearly every way, brevity is better. Volunteers respond best to brief committee assignments, brief reports, and brief meetings. Use bullets and infographics to communicate. Time is a valuable commodity. Mark Twain said, “If only I’d had more time, I’d have written a shorter letter.” Set an Altimeter – The governance altimeter reminds the board to stay at a level where they focus on strategy at an altitude of 50,000 feet and higher. Too often, boards delve into operational details or personnel matters. Committees get their authority from the board, working at 25,000 feet. The staff is responsible for implementing decisions at 10,000 feet. Help volunteers soar by focusing on what they need to know rather than operational and administrative details. Stay out of the weeds. Fiduciary and Trustee Roles – Not all board volunteers have knowledge of the responsibilities of serving as a fiduciary. Too many think the term fiduciary means they must raise money, rather than the proper reference to representing the interests of members. When told they serve as trustees of the corporation, they are confused thinking the association is simply a non-profit and they are only volunteers.
BRAINPOWER
The board’s fiduciary duty is to protect the organization’s assets and to be prudent stewards of the members’ money. Annual orientation, dubbed “refresh and blend,” helps the board understand their fiduciary roles. Strategic Plan – Transform the plan it into a placemat for the board table, frequently asking, “How does this discussion advance our strategic plan?” Create a pop-up banner for the conference room displaying the mission and goals. Integrate the plan’s goals into the meeting agenda. Without a strategic plan, directors may wonder why they should attend. When it’s woven into the fabric of the association’s culture, the strategic plan keeps the board, committees and staff focused on the right things. The Right People – When someone steps out of the meeting they return to hear, “We’ve made you the chair of committee.” Boards and committees perform best when they are comprised of dedicated, competent volunteers.
and accountability. If directors come from “chapters,” ask them to only send persons who are fully trained in governance. Agenda Design – It might seem like a small thing but when asked about agenda design you’re likely to hear, “It’s always been this way.” Craft a board agenda that ties to the strategic plan. Reduce time listening to reports by distributing them in advance; it is a fiduciary duty to read reports before the meeting. Focus the agenda on the goals in the strategic plan. Include the mission statement on the agenda to frame discussions. Know the Lanes – The four most important words of governance are, “Board governs, staff manage.” Discourage directors from having interest in micromanagement or snupervision. The board’s purpose is to be strategic and visionary, advancing the mission and serving the membership. When board, committees or staff get out of their lanes, help them get back on the right track.
Regarding committees, rely on task forces and quick action teams to get the work done. Few have time to join a year-long standing committee. As for the board, the average size is 15 persons, allowing for meaningful conversation
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Et Cetera: Association Extras
WELCOME, NEW MEMBERS! Oyedayo Afolabi
Ewald Consulting
Katie Lagoon
Ewald Consulting
Dana Altendorf
Ewald Consulting
Aijalon Langston
Ewald Consulting
Katrina Anderson
American Academy of Neurology
Nicole Lussier
American Academy of Neurology
Ellen Anderson-Benge
American Academy of Neurology
Wendy Mackie
Marine Retailers Assn of the Americas
Laura Arens
Ewald Consulting
Jake Mahabadi
Ewald Consulting
Bridgette Baker
Out There Advertising
Nicole Mattson
Care Providers of MN
Krista Benjamin
Minnesota Rural Electric Assn
Amanda Maw
Ewald Consulting
Soraya Benzoubair
Ewald Consulting
Karen Miller
Minnesota Rural Electric Assn
Alexandra Besch
American Academy of Neurology
Darrick Moe
Minnesota Rural Electric Assn
Taylor Bryant
Ewald Consulting
Heidi Murphy
American Academy of Neurology
Mike Bull
Minnesota Rural Electric Assn
Nancy Norr
Visit Duluth
Alexis Cartamil
Ewald Consulting
Gwendolen Nystrom
MN Nursery & Landscape Assn
Veronica Crosier
Ewald Consulting
Alyssa O’Sullivan
MN Corn Growers Assn
Lidia Dilley Jacobson
Minnesota Rural Electric Assn
Kory Petersen
American Academy of Neurology
Max Dodge
Ewald Consulting
Scott Purcell
ACA International
Terry Ehli
Minnesota Rural Electric Assn
Iain Rude
Ewald Consulting
Carly Ellefsen
Minnesota Rural Electric Assn
Ryan Russell
Minneapolis Area REALTORS
Ava Ewald
Ewald Consulting
Carla Sellner
Global Management Partners, LLC
Curt Freudenberg
Minnesota Rural Electric Assn
Emilie Simon
Ewald Consulting
Jessica Gaitlin
Ewald Consulting
Andrew Sjolie
Minnesota Rural Electric Assn
Melia Gellinas
Ewald Consulting
Theresa Skillrud
American Academy of Neurology
Nafisa Ghazi
American Academy of Neurology
Easton Smiskey
Ewald Consulting
Jenny Glumack
Minnesota Rural Electric Assn
Jordan Smith
American Academy of Neurology
Gabrielle Gonzalez
American Academy of Neurology
Tymple Spencer
Minneapolis Area REALTORS
Amy Harger
Ewald Consulting
Kelsey St. John
American Academy of Neurology
Erica Harris
Global Management Partners, LLC
Melissa Stachovich
Minnesota Rural Electric Assn
Molly Hemes
American Academy of Neurology
Jason Stewart
Minnesota Rural Electric Assn
Carol Hendricks
Minnesota Rural Electric Assn
Paul Thorne
American Academy of Neurology
Lauren Herzog
Independent Community Bankers of MN Summer Webber
Ewald Consulting
Quinnyana Houston
American Academy of Neurology
Shane Weinand
Ewald Consulting
Shelly Howard
ZMC Hotels
Katrina Werchouski
American Academy of Neurology
Theresa Hudachek
Ewald Consulting
Dom Weyker
Ewald Consulting
Cathy Johnson
American Academy of Neurology
Jennifer Wolf
MN Workers’ Compensation Insurers Assn
Gretchen June
DoubleTree by Hilton Roseville Minneapolis
Sun Xiaoyu
American Academy of Neurology
Cassandra Kangas
American Academy of Neurology
Angela Yamoah
Ewald Consulting
Sam Kroll
Ewald Consulting
Congratulations, New CAE’s! Congratulations to the following new CAE’s, Associations North is proud of your accomplishment! • Dirk Lammers, CAE, Partner/Chief Communications Officer, Cetera Services • Trish Shomion, CAE, Senior Director, Advocacy, American Academy of Neurology • Shannon Wild, CAE, Deputy Director, Unclaimed Property Professionals Organization The December CAE exam will be held December 1-14, 2022. The application deadline is Friday, September 23, 2022. Learn more about the CAE at: associationsnorth.com/CAE
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SPOTLIGHT: MEMBER IN MOTION Get to know industry movers and shakers.
I wish we’d all ask more questions of each other about if and how we’re living out the truest versions of ourselves. I believe life is about having an impact and positively impacting others.
Bob Goff
What was the last book you read?
If you could only eat one meal for the rest of your life, what would it be?
Personal reading Everybody, Always by Bob Goff. Politically I really like to understand opposing perspectives.
Italian
What podcast do you listen to most?
What skill would you most like to learn?
I really like any that deal with the intersection of logic, respecting people, and having a profound impact. Abdu Murray is a great example.
I still learning to play the piano, well, as a goal.
What motivates you to work hard?
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Chief Executive Officer ACA International
What is one question you wish people would ask you more?
Who is your favorite author?
I really like connection to people, and seeing communities thrive. I’ve chosen not to wait until retirement to have a significant impact through my personal hands-on philanthropy.
Scott Purcell
What is your proudest accomplishment? The work of ACA International Members, the Association of Credit and Collection Professionals. Collectively the work they do saves every American Family about $700 a year from the cost of goods + services rising if they didn’t do their impactful work.
What career advice would you give to your younger self? I’d keep the advice I gave myself earlier. Get a degree in Accounting— and you’ll have endless opportunities later in life!
Find something interesting in this issue? Continue the conversation on
Here’s a few ideas to get you started: • Create a discussion post with questions or insights you got from an article • Say “Hello” to Featured Member, Scott Purcell • Connect with one of our member contributors • Check the Membership Group to contribute to the posted questions from the Engagement + Recruitment article • Network with the Allied members who advertised in this issue Jump online using your Associations North login credentials to spark.associationsnorth.com New user? Let us give you a tour! Join Explore SPARK Fridays via Zoom | Fridays, 12pm-1pm Thank you to the following for your help with this project:
The Breezio/SPARK Task Force members:
Mary Detloff, Crescendo Consulting Solutions Jon Horsman, MN Nursery & Landscape Assn Christi Kokaisel, American Academy of Neurology Carl Sandusky, Mercury Creative Group
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