December 2017

FOCUS

December 2017

NORTH

LEADING

THROUGH THE HOLIDAYS I Want a Divorce - Why Members Leave Us

pg 5

pg 8

Cyber Myths Debunked pg 12

Published by

www.associationsnorth.com

Minnesota Retailers Association Advocates for Members from Main Street to the Mall

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Focus North is published 10 times a year by Associations North, 1970 Oakcrest Avenue, Suite 100, Roseville, MN 55113.

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

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CONTENTS December 2017

Amanda Aldrich Events Manager

FEATURES

Chris Villeneuve Membership & Office Manager

DEPARTMENTS

Through 5 Leading the Holidays

Mission

Leaders: 7 Advancing Fuel For ForwardThinking

Minnesota Retailers Association Advocates for Members from Main Street to the Mall

To advance and serve the association management profession in Minnesota, North Dakota and South Dakota.

Succeeding in an Unpredictable Business World

Vision

Associations North, our members and their associations will thrive and grow.

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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.

Advancing Engagement + Recruitment: Moving Membership

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I Want a Divorce - Why Members Leave Us

Advancing Meetings + Events: In The Details

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Moving Forward Together

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The Association Life

14 Conversations 15 Calendar of Events 16 Brain Power 18 Signature Event 19 The North Experience 20 Et Cetera 21 Spotlight

Endeavor to be Experiential

Advancing 11 Advancing Communications: 12 The Essentials: Stay Connected

Invaluable Insights

5 Ways to Get Your Content Game on Point for the New Year

Cyber Myths Debunked

Board of Directors What hobby would you get into if money wasn’t an issue?

International Cassie Larson, CAE (Chair) MN Nursery & Landscape Association Travel

Angela Kisskeys Associations North

Ann Kvaal, CAE (Past-Chair) AK Communications

Justin Bieganek Mercury Creative Group

World Travel

Mark Salter, CAE, ABC (Chair-Elect) CFA Society Minnesota Tara Owens (Secretary/Treasurer) MN Academy of Family Physicians Sarah Ruzek Associations North

Golf

Heliskiing

Flipping Houses

Dave Renner, CAE Minnesota Medical Association

Nature Photographer

Donnie Brown Minneapolis Area Association of REALTORSÂŽ Amanda Friedrich, CMP Visit Saint Paul

Dave Radziej, CAE Printing Industry Midwest

Real Estate

Boating & Sailing

Volunteer on Missions in Africa

Philanthropy

Scuba Diving

David Siegel, CAE, IOM Builders Association of the Twin Cities Robbie Thompson Professional Liability Underwriting Society

Collect Early & Rare Comic Books

Historical Researcher

Cody Nuernberg Northwestern Lumber Association

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Moving Forward Together: Associations North Partners

Our most memorable moment...

I have always marveled at the creative thinking the Associations North team have put into EVERY event they do.

There are so many memorable ones...all the theme Holiday parties, the Annual Meeting, 60th Anniversary Celebration at Aria - and Event Lab is honored to have been a part of adding our special touches. My memorable moment is anxiously awaiting to find out what you are doing next!

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Why we partner with Associations North‌ We are proud to partner with Associations North because of who your members are and how Event Lab can be a creative problem solving company for them.

Our partnership with Associations North gives Event Lab the opportunity to interact with the membership and together we are able to successfully problem solve.

PREMIER PARTNERS

GOLD SPONSORS

SILVER SPONSORS

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Global Experience Specialists | Fargo-Moorhead CVB | Visit Duluth | Visit Saint Paul

The Association Life

Featured Industry: Collections Whoever you are, whatever you do, there is an association working on your behalf.

NACM North Central NACM North Central helps business credit professionals and their companies drive results by providing the best education, networking, tools and information to excel and make smarter, more profitable credit decisions.

ACA International ACA International, the Association of Credit and Collection Professionals, is the comprehensive, knowledge-based resource for success in the credit and collection industry. Founded in 1939, ACA brings together third-party collection agencies, law firms, asset buying companies, creditors and vendor affiliates, representing more than 230,000 industry employees. ACA establishes ethical standards, produces a wide variety of products, services and publications, and articulates the value of the credit and collection industry to businesses, policymakers and consumers.

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Leading Through the Holidays Minnesota Retailers Association Advocates for Members from Main Street to the Mall

While sleigh bells ring and snow falls, many Minnesotans spend the time between Thanksgiving and Christmas planning for the holidays and selecting the perfect gifts for their loved ones. Whether they visit a local store on Main Street or a national department store, consumers’ needs are fulfilled by retailers of every shape and size around the state. The Minnesota Retailers Association represents these businesses as they provide valuable contributions to their communities.

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“If you sell something to a consumer, we consider you a retailer,” said MnRA President Bruce Nustad. “Our membership is comprised of brick and mortar stores that often have a strong online presence. Our constituency is innovative and leads the retail industry.”

MnRA’s membership is roughly equally divided between three groups: local “mom and pop” stores, regional stores in Minnesota and surrounding states, and national businesses. They include clothing stores, pharmacies, convenience stores, traditional department stores, discount stores, and specialty retail areas like bike stores or gift shops. With approximately 1,200 storefront members in Minnesota (around 750 in the Twin Cities metro area alone), the association primarily focuses on advocating for issues that are important to its members at the state and local levels.

While retailers throughout Minnesota are busy serving their customers and handling day-to-day activities, the MnRA stays current with the latest policy issues, which may include developments in the minimum wage, sick and safe leave, plastic bag regulations, or data privacy. A majority of MnRA’s legislative and regulatory work occurs at the state level, although in the last few years more efforts have been aimed at the local level.

“Between Halloween and December 31, the association conducts upwards of 50 to 60 media interviews.”

Some policy work is also done at the federal level in cooperation with the National Retail Federation and the Retail Industry Leaders Association. The MnRA sends a group of small retailer members to Washington, DC once a year. No matter what level or area of advocacy, MnRA often acts as the conduit for a retailer to tell their story to a regulatory or governmental body.

“When a retailer who is in his or her store every day takes the time to meet with their elected officials, it sends a strong message,” Nustad said. “These issues are important.

It’s fairly powerful from that perspective, since elected officials are used to seeing lobbyists, not regular folks.”

In addition to its policy work, the MnRA also hosts events and provides networking and educational opportunities for its members. In October, they hosted the inaugural

Retail Rally at the University of St. Thomas. It was the first time in the association’s 65-year history that they brought together members, key partners, and media to learn about significant industry topics, talk to one another, and recognize member achievements through various awards.

“Although we do some webinars, we really enjoy hosting these in-person events,” explained Nustad. “Because we’re storytellers, a lot of our interactions are best face-to-face.”

The holidays are a busy time of year for many Minnesotans, and that includes the three staff members at MnRA. As consumers increasingly think about holiday shopping and crossing off their wish lists, the MnRA increases the time it devotes to media relations. Between Halloween and December 31, the association conducts upwards of 50 to 60 media interviews. News outlets can get the latest information from MnRA on what consumers are buying this year, current retail trends, and retail hiring to report to the general public.

Even when media coverage isn’t as favorable to the retail industry, the MnRA maintains relationships with members of the media to provide background context to news stories and ensure a more balanced story.

MnRA members receive regular industry and legislative news updates to stay abreast of the latest issues. Every Monday, the Retail Beat provides an industry briefing with a weekly update on issues and trends impacting retailers.

When elected officials are in session in St. Paul, Retail at the Capitol is distributed every Friday with legislative news.

“We consider one of our jobs to help lead the industry on issues of the day,” Nustad said. “We really enjoy serving these innovative retailer members, because they tend to be the ones thinking about where we are today and leading the industry on a successful path to tomorrow.”

Learn more about the Minnesota Retailers Association by visiting www.mnretail.org.

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Advancing Leaders: Fuel for Forward-Thinking

Succeeding in an Unpredictable Business World Jill Johnson, Johnson Consulting Services Today’s economic, political and social environments are volatile, uncertain, complex and ambiguous. As a result, it has become increasingly difficult to develop strategies for success.

Every time you turn around there is another challenge that threatens your enterprise survival.

One of the most effective methods you can employ to navigate in this unstable business climate is to take a B.O.L.D. Approach. This four-point framework will focus your strategic mindset on gaining the insight and critical skills you need to thrive as a leader and for association success.

Business Strategy Focus on gaining information and insight you need to develop effective strategies. Leverage emerging opportunities and minimize the risks that an uncertain business landscape creates for your association and your members.

Those who thrive in an unstable environment focus on understanding the potential impact of evolving trends. Coalesce your strategies around innovation and adaption.

Manage your transitions by hiring talent to match your evolving needs.

Opportunities Effective strategic planning in turbulent times requires a deep assessment of your market 7 opportunities and understanding

significant market forces influencing your association’s success and longterm potential. These market forces impact your business lifecycle and the on-going value of your association offerings to your members.

Staying close to your members is crucial to your long-term success; however, their needs, wants and desires change over time. You must understand how your member is changing and why. Determine what you need to change to meet their evolving needs.

There are 9 key market forces impacting most businesses today: shifting demographics, competitive actions, fluid economic conditions, unstable capital markets, governmental interference impacting regulations and reimbursement, technology evolution, workforce skills and capabilities and industry changes as organizations adapt to these forces and generational shifts.

You have no control over these market forces. Yet you continually must adapt your strategies to respond to them. So will your members.

Leadership Developing leadership skills takes work. Effective leaders in turbulent times are not afraid to listen to divergent perspectives. They understand that their ability to take corrective action before things go completely haywire requires

candor from their teams and a full understanding of the potential market forces impact.

Confident leaders use objective advisors to get to the truth and to push their teams. Look for real expertise that has proven results. Stay away from advisors offering strong sales hype and marketing sizzle. They can do lasting damage to your association.

Decision Making Effective decision making in an uncertain world begins with a desire for clarity. Gaining clarity requires a comprehensive and candid understanding of your situation. Truth gives you information. Well-researched information gives you insight. Insight gives you the clarity you need to set the right priorities and focus your team on the most critical activities impacting your association’s success.

Make sure you are not operating under a false set of assumptions that were correct at one time, but have not been updated to reflect your current situation. Reassess your assumptions about the future. Look for deeper understanding of the critical issues you face.

By taking a B.O.L.D. Approach, you will integrate an action plan for uncertainty into every facet of your strategic mindset. By asking challenging questions to understand your evolving situation, you will build confidence that you are developing the strategies to enhance your success.

You will uncover the potential in your markets. You will be a more confident and effective leader. You will make better decisions.

Jill Johnson, President and Founder of Johnson Consulting. For more information, visit www. jcs-usa.com.

Advancing Engagement + Recruitment: Moving Membership

I Want a Divorce - Why Members Leave Us Cathi Hight, Hight Performance Group

Divorce patterns haven’t changed much in 150 years.

There have been numerous studies on divorce rates, what causes them and the factors they have in common. Some folks think that divorces happen more readily today than before. The reality is that patterns haven’t changed very much over time.

Study after study identified the average length of marriage to be about 8 years and that these three critical timelines are when divorces predominantly take place: • The Three-Year Glitch—25% of marriages end around the 3rd year because their initial expectations were not met, conflicting values and the reluctance to work through the differences.

• The Seven-Year Itch—50% of marriages ended before the 7th year which created an urban myth that has some truth behind it. Rough patches in the marriage, boredom and the absence of romance are the cited reasons.

• The Twelve Year Ache—represents the 75th percentile of divorce occurrence that happens between the 11th and 13th year of marriage. Couples often cite that they have “grown apart” or “fallen out of love” with their spouses.

They find themselves on separate paths and after a decade together decide that it’s time to walk away.

Membership “Divorce” Patterns I know it seems that correlating divorce patterns with member attrition seems ironic, but you may realize that there are similar timelines where most “drops” seem to occur. Here’s how I would define these pivotal points: • Hope Not Realized—40% - 60% of our new members drop before their 3rd renewal because what they thought would happen didn’t. Failure to access benefits, engage in a meaningful way and feeling “courted” after the sale are often the reasons why new members check out early.

• Disenchantment—Just when you think that members are “out of the woods” because they have renewed for five years, you encounter non-renewals with members who have been with you for six or eight years. Commonly cited reasons include “We haven’t done much with the

organization” or “We just haven’t seen the value lately.”

Perhaps the real reason is because we stopped paying attention to them and have taken them for granted.

• Going Down Separate Paths—It doesn’t happen as often, yet it’s really shocking when a longtime member, even those who are higher investors, drop their membership.

Oftentimes, the reason is “corporate decision,” change in leadership, or “We’ve decided to pursue different initiatives.” These drops create chaos, reactiveness and questions like “Where did things go astray?”

Strategies to Employ for Developing Lifetime Members Proactive approaches along the member life cycle could help you to identify early warning signs and strengthen your relationships with members. Consider these and discuss other possible strategies with your team: • Develop early engagement—of 1st and 2nd year members by understanding their expectations and helping them to develop engagement plans. Check in periodically and provide support as needed. Leverage other volunteers who can serve as mentors or resources for new members.

• Bring back the romance—with members who have been with you for 6 – 9 years by reaching out to them and learning “what’s new” or to ask them serve a special purpose (e.g., lead a committee, mentor a new member, join a special project). Help them celebrate their successes and feel like you are courting them once again.

• Check for alignment—don’t take your long-term or highest investors for granted and create a strategic outreach plan to meet with to decision makers twice a year. Learn about their corporate initiatives, share updates on your strategic goals and discuss how you could work together to achieve mutual interests. Perhaps there are emerging leaders in the organization to engage. Taking the time to conduct this outreach will provide insights, renew relationships and alleviate possible surprises that were avoidable.

Maybe if everyone applied relationship strategies, there would be less staff turnover, fewer divorces and more partnerships developed.

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Advancing Meetings + Events: In The Details • • •

Endeavor to be Experiential Convention and Visitor Bureaus (CVBs) are beneficial team members for planners across the board. These organizations have the distinct job of representing their specific location and easily become an extension of the planning team when it comes to hotel negotiations, service provider bids, and unique experience opportunities.

Remain cognizant in the fact that your brand is not your company name, logo, or tagline. Your brand is the emotional feeling attendees perceive from your company name, logo, or tagline.

Experiences create these emotions, so make sure to touch on all the senses when planning unique, hyperlocal experiences for your group.

The trend in events is attendees want more! Gone are the days of eight-hour, classroom-seated lectures. With the change in seating configurations, speaker formats, and overall engagement, the ‘experience’ is the major take away. Attendees want experience; they buy-in to experiential marketing, they engage with experiential learning, and they share their stories of experiential meetings.

To start, create interactive event advertising. Provide hashtags, get your venue and vendors involved, and share it everywhere! During your event, provide an ‘Instagrammable’ photo opportunity or two, these are great to have near registration areas to engage attendees and start active conversations amongst guests.

Experiential events drive a higher level of success. By aligning with CVBs, meeting planners are tapped into a network of experience curators. These networks will help you align your goals and leverage them into teambuilding experiences which provide an ROI by improving performance as a result of the meeting.

“Companies typically only realize about 60% of their strategy’s potential because of defects and breakdowns in planning and execution.”

For the younger crowd of attendees, consider creating a Snapchat® geofilter or two which can be used by attendees during your event. (For instructions go to www.mwmeet.com/ snappyfun ) If you aren’t sure where to start with experiences outside your conference venue, I have provided a few ideas: Food & Beverage • Cooking Classes • Garden/Farm Tours • Behind the Scenes at a Restaurant • Brewery/Winery/Distillery Tours and Tastings • A Lesson on Tea or Coffee Roasting

Walking Tours Morning Kayaking Meditation Circle

CSR • Build Bikes at a Local Bike Shop to Give to Charity • Clean Up a Park • Local Food Pantry

“Gone are the days of eight-hour, classroom-seated lectures. Attendees want experience.”

Adventure • High Ropes Course • Scavenger Hunts • Local #Selfie Hunt Entertainment • Local Live Band • Artist Engagement with Production Onsite or With a Studio Tour • Sporting Events The list goes on and on, by working directly with CVBs you will find the perfect experience to keep your attendees talking long after your event and looking forward to the next.

Charmaine N. Houck is the Editor of Midwest Meetings® magazine and the self-proclaimed ‘Advocate of Adventure.’ She has years of experience planning corporate, non-profit, and local events and loves meeting new people to share stories. Charmaine is a public speaker and author, having recently released her first book, “Uncollapsible Cakes.” Contact her at Charmaine@MidwestMeetings.com to share your planner perspective.

Wellness • Yoga (in the park, at the convention center, on a rooftop)

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Advancing Communications: Stay Connected

5 Ways to Get Your Content Game on Point for the New Year Melissa Harrison, Allee Creative It’s been the buzzword for some time now: content marketing. And while we like to throw it around, it’s important to understand what it truly means, especially in the sense of association marketing.

Content marketing is the process of creating relevant content that offers value to your audience by engaging them, providing answers to their pain points and, ultimately, driving action.

It’s not just a post on Facebook. Content marketing is two-way communication and there is no way around the importance that it has on your association’s brand.

So, how do you get in the mindset of successful content marketing? I have you covered with 5 ways to start: 1. Create content for your members, not your brand.

Here’s the deal: 70% of people feel closer to an organization because of content marketing. Furthermore, 82% of people feel more positive about an organization after reading custom content. It’s not about “selling” things to your members, it’s about finding out what problems they have and creating custom content that meets their needs. Instead of touting membership sign-ups, provide check-lists and quick tips. Start a “how to” post each week. Tell your stories. Highlight members doing great things in the community. Make it about them.

2. Understand where your audience needs you to be.

I don’t care if you’re not personally on Facebook, Twitter or SnapChat. If your audience is there, your association needs to be there. Think about it in terms of fundraising: Over half of high-wealth donors prefer to give online and 21% of peer-to-peer fundraising dollars are the result of a direct click-through on social media. If we know that donors are online, we must create content and engage with them there. Figure out where your audience hangs out and craft content for those channels based on that intel—not your comfort level with the channels.

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3. Create a plan.

Once you know what your audience wants and where they

want it, craft your plan. Your content marketing plan, at a very high level, should have four main components: 1. Goals and objectives (based on your association’s business goals) 2. Demographics and information about your members (and their preferences) 3. Channels and strategy for measuring success 4. A method for scaling over time and delegating tasks within the plan 4. Commit.

It’s a marathon, not a sprint. Content needs to be ongoing— it’s not a campaign. You will not see results after a couple months of posting to your Facebook page. You need a solid strategy that takes continuous content planning into consideration for the long-haul. Do this by using content calendars, source lists and scheduling tools. Don’t have a large budget? Excel spreadsheets can be set up as a productive way to plan content for your channels as needed.

5. Listen.

I don’t mean to sound blunt, but don’t bother if you’re not going to listen to your audience. There is a double-standard on how we treat our customers online versus anywhere else.

Somehow along the way, it became OK to stop listening.

Think about it: If someone sends us an email or leaves us a voice message, we return their call. We respond to their email. If we’re at a dinner party and someone comments on the shirt we are wearing, we say “thank you.” We answer questions that are asked of us in person. The same is not always true online. Ignoring your audience tells them that you don’t care.

Content marketing is successful because it reaches your audience on their time, on the channels they prefer and it gives them the opportunity to be a part of the discussion.

Your members want to feel valued. Build those relationships and trust with a thoughtful content marketing strategy. Start small. Craft custom content. Monitor. Repeat.

Melissa Harrisonm, CEO, Allee Creative. Connect with Melissa on Twitter @alleecreative or melissa@alleecreative.com.

Advancing The Essentials: Invaluable Insights

Cyber Myths Debunked According to a recent Cyber Security report conducted by IT governance association ISACA, 80 percent of security leaders believe their organization will fall victim to a cyberattack this year. Yet with so many other priorities competing for money and attention, leadership is ill-equipped to deal with the complex threat environment. In many cases, they fall victim to some common myths about cybersecurity that result in misguided plans for securing their systems and protecting their data. This article will debunk some of the more popular myths.

employees are bombarded with threats in the form of innocent looking emails, infected files, or compromised websites. A simple click of their mouse can instantly expose your network. Technology can’t fully fix this vulnerability. It’s a risk management problem which needs to be addressed at the top and communicated across the organization. To help mitigate this risk, you should build and maintain a cybersecurity awareness program that becomes part of the organization’s culture and keeps security awareness an ongoing priority.

We’re too small to be a target for hackers

I have a good backup system in place to protect me

While large companies like Equifax and Target make for big news stories, hackers do not discriminate based on size. Identity theft accounts for 74% of all data breaches and your data is as valuable as anyone else’s. Associations are gold mines of information for hackers, storing names, passwords, credit cards and other personal identification details for thousands of members, sponsors, donors, and staff. Smaller organizations may be better targets because they don’t have the resources to provide the level of security hackers might encounter in a larger organization. You must “think big” when it comes to security.

While having a good backup is a necessity and will help restore your data in the event of a virus outbreak or a ransomware attack, it does nothing to protect your organization from the exposure of staff and member’s personal or sensitive data. Systems can be restored using backups, but the time required to adequately respond to a system breach, and the possible harm to your organization’s reputation that may result are not as easily recovered.

Cybersecurity is an IT problem The technology used to protect your organization is only part of the solution. Every day your

Cyberthreat prevention is too expensive Dealing with the ever-changing security landscape is daunting to most IT professionals, and may require help from outside consultants. This can be expensive for an association which operates on a tight budget. However,

there are ways to improve security without breaking the bank.

As mentioned above, a good training program builds a perfect foundation.

There are inexpensive online training programs and even fake phishing campaigns you can use to educate and test your staff.

Consider joining efforts with other local associations to share the costs of hiring security experts to advise the group on best practices. Leverage the group to learn from each other.

If that isn’t an option, organizations like NIST, SANS, SCIPP and ICIT provide resources and guidance online without the high price tag of a hired consultant.

Purchasing cyber risk insurance usually involves a review of the association’s current security measures. While not as in-depth as a formal assessment, it can be an effective way to get an understanding of possible security weaknesses and guidance on where further action should be taken.

Cyber threats are a challenge that will not go away, yet only half of IT leaders have a formalized plan to address their vulnerabilities. It’s time to move beyond the myths, confront our fears, set priorities, get creative, and communicate the importance of security to all levels of the organization.

By: Lisa Dunnigan, MCTS, CNE, CIO, Principal, Olsen Thielen & Co., Ltd.

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Conversations: In Focus

Different view points. Different solutions.

What is one prediction or trend you see in the association community for 2018?

Kristin Lucas Managing Director of Operations PRMIA

Tara Owens

Technology advancements continue to be the most pressing (and sometimes vexing!) trends for associations, and 2018 looks to be as fastpaced as ever. Members are looking for connective, intuitive website experiences, virtual learning options over traditional classroom courses, and highly interactive meeting/conference apps, to name just a few examples.

Associations will need to keep pace in order to attract, maintain and support our increasingly tech-savvy membership.

The transition of traditional administrative roles to “process engineers�, i.e. people who know how to leverage technology and common sense to streamline and simplify administrative tasks toward the end of overall organizational efficiency. They look at the administrative processes of the organization holistically as opposed to doing specific administrative tasks in a silo.

Director of Engagement Professional Liability Underwriting Society-

Re-packaging programs and services to better meet member needs with an enhanced focus on digital elements.

Julia Kloehn Operations & Component Relations Leader Grain Elevator and Processing Society (GEAPS)

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For more details and to register, visit: www.associationsnorth.com/calendar

Calendar Of Events: Mark It + Make It

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TUESDAY

DECEMBER

Webinar: Best Practices for Association Publications At Your Desk 12:30 pm - 1:30 pm Gain information on optimizing your member newsletters or magazines. Sections will include strategic goal setting, editorial, design, sales/advertising, finance, and working with meetings departments and board members/ committees.

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FRIDAY

DECEMBER

Holiday Celebration & Silent Auction Renaissance Minneapolis Hotel, The Depot 11:00 am - 2:00 pm HYPE UP THE HOLIDAYS! Celebrate the holiday season with your Associations North friends and help support Associations North scholarship and educational programs!

THURSDAY DECEMBER

Webinar: Cyber Security and Fraud Prevention Tools and Tactics At Your Desk 12:30 pm - 1:30 pm What do you need to know to protect YOUR clients, educate your staff and preserve your business?

What can you do to prevent becoming the next statistic?

Upcoming Events December

January

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Webinar: Best Practices for Association Publications

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Webinar: Creating a Young Professionals Group at

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Webinar: The Age of Engagement

Your Association

(Meeting Planners Symposium registrants Bonus Webinar)

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Association 101

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Holiday Celebration & Silent Auction

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Webinar: Cyber Security and Fraud Prevention Tools and Tactics

Watch for details on exciting new programs coming in 2018!

Interested in serving on a committee or being more active in Associations North? Volunteering is a great way to give back, make a difference and connect with your peers. If you are interested in being a volunteer, let us know at: associationsnorth.com/volunteer.

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Brain Power

BECOMING MEMBER OBSESSED By: Tara Owens, Professional Liability Underwriting Society I heard this the other day and loved the sound of it.

Better yet, it got me thinking…

Is being member-obsessed different than being memberfocused or member-centric?

Not really, but the drama in the word “obsession” is captivating and makes us think about a stock association best practice in new and interesting ways.

What does it mean to be member-obsessed?

Strategy and tactics are going to be unique to every association, but at a high level, it means we:

1. Think about experience first. Today the bulleted list of member benefits is a non-starter. Instead, we need to define our quintessential value and drive it at every turn.

Whether it’s how you craft emails, events or products, your member experience is your new differentiator.

2. Put data at the center of everything you do. All of us have data, and likely want more, however collection is worthless without application: Member-obsessed associations are not just collecting data, but using it to make decisions. Daily.

3. Realize it’s a mentality. Expectations are the only constant in the marketplace, therefore we should spend time and resources to move the needle towards making each customer interaction better than the last. Rally the team around the flag of Delightful Member Experience.

Member obsession = better member experience.

Better member experience = more value.

More value = more members.

You get the picture.

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The North Experience: Meeting Planners Symposium

From the fast-paced Shark Tank inspired Idea Pitch competition to piloting new meeting formats, solution-based learning opportunities, action planning and fidget spinners to enhance engagement, this year’s Meeting Planners Symposium didn’t disappoint. Roger Haskett taught us engagement is active, inclusive and contagious. #ANMeetingPlanners #somanyideas #innovatingmeetings

TOP 3 SHARK TANK IDEA PITCHES See the Shark Tank Idea Pitch on Associations North Facebook Videos http://bit.ly/2jNkTBZ

“I want more :) Must bring more of my team with me next year!”

- Nicole Stephany

To see more photos, visit: flickr.com/p hotos/associ ationslive

In only 10 minutes, each group was tasked to create a post event engagement campaign and pitch their idea for cash.

• Virtual Reality - WINNER! • Coffee Follow Up • Point Participation & Engagement

Arrowwood Resorts | Lauren B Photography | Minneapolis Northwest Tourism | SeminarWeb 18

HYPE Up the Holidays

Celebrate the season and the holidays with over 200 of your Associations North friends at this year’s Holiday Celebration!

Friday, December 8 11:00 am - 2:00 pm Renaissance Minneapolis Hotel, The Depot

associationsnorth.com/holiday

Lauren B Photography • Minneapolis Northwest Tourism • Olsen Thielen & Co., Ltd

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Et Cetera: Association Extras

NEW MEMBERS Amy Anderson

Radisson Blu Minneapolis Downtown

John Atkinson

Allegra Downtown St. Paul - Image 360

Micah Fenlason

Hennepin County Bar Association

Larry Johnson

MN Nursery & Landscape Association

Nicole Kast

MN Veterinary Medical Association

Megan Moore

Professional Liability Underwriting Society

Kendra Myers

Minnesota Academy of Family Physicians

Betsy Rogers

MEA ENERGY Association

Melissa Stenberg

Consultant

Rhea Sullivan

The Harrington Company

Mike Trudeau

Country Inn & Suites | Bigwood Event Center

Jennifer Wenzel

Consultant

Brittney Yohannes

MN Veterinary Medical Association

BECOME A PUBLISHED AUTHOR In addition to our volunteer opportunities, have you considered becoming a published author? Focus North is seeking authors for our 2018 editorial calendar. Establish yourself as an association expert in front of 1,200+ readers and earn CAE credit while you’re at it. Interested? Email angela@associationsnorth.com.

HAVE YOU ATTENDED A MEETUP GROUP? Meetup Groups (formerly Networking Groups) are small, informal meetings comprised of Associations North members who have shared interests. Meetup Groups discuss issues, ideas and trends on many areas of association management. Stay informed, learn new skills, meet Associations North members. Find the next Meetup group on the Associations North website at: associationsnorth.com/meetups.

INTERESTED IN VOLUNTEERING? Associations North is always looking for volunteers to help with planning committees, articles, presenters, CAE proctors, photographers and many others. Consider giving back and making a difference. Details at: associationsnorth.com/volunteer.

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Spotlight: Member In Motion

Amanda Aldrich

Get to know industry movers and shakers.

Events Manager Associations North

My dream car is...

Pale pink Range Rover.

My personality in one word: Inspired.

An amenity you would add to the workplace...

One place I’d like to max out my credit cards is:

A wine fridge.

Target.

What’s the one dish you will never, ever eat?

Best Halloween costume?

Chicken wings.

The devil, only because I had really cool face make-up to go with it.

Live by the ocean, mountains or in the woods?

Words to live by...

The ocean, the weather is typically warmer.

I recharge by: What keeps you awake at night?

My kids.

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A good book and a glass of Pinot Noir!

One short-term goal of mine Be amazing in my new role as Events Manager for Associations North!

Accept what is, let go of what was, and have faith in what will be.

WE FOUND YOUR

NEW MEMBERS It was pretty easy, too. We just used search engine optimization and digital marketing the same way we handle your printing and direct mail — effectively and affordably.

We’ve been helping other associations with their marketing for years, and we can help yours, too.

Want to find new members?

Call us to start.

PRINT

DIGITAL

cgpl.com

MARKETING

PROMOTIONAL

info@cgpl.com

952.447.5044

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