July August 2019

FOCUS NORTH July/August 2019

Word of Mouth

The Minnesota Dental Association Supports its Members through Innovative New Initiatives. PG 5

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Focus North is published 6 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.

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Staff Angela Kisskeys, Co-Director VP of Operations & Communications

CONTENTS

Sarah Ruzek, Co-Director VP of Finance & Education

July/August 2019

FEATURES

Chris Villeneuve Membership & Office Manager

5 Word of Mouth

Mission

Leaders: 7 Advancing Fuel For Forward-

The Minnesota Dental Association Supports its Members through Innovative New Initiatives.

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

Vision

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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.

Advancing Engagement + Recruitment: Moving Membership

Thinking

Hiring in an Employee Market: A 5-Point Checklist

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Resistance is Predictable and Normal

Winning Back Lapsed Members: Solutions for Non-Renewal Reasons

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Advancing Diversity & Inclusion: Journey Forward

Advancing Meetings + Events: In The Details

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Moving Forward Together

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What’s CO-ing On?

12 The North Experience 18 Conversations 19 Calendar of Events 20 Brain Power 24 Et Cetera 25 Spotlight: Member in Motion

16 Advancing 15 Advancing Communications: The Essentials:

Workplace Inclusion: Welcome to the Dance

Stay Connected

Invaluable Insights

Components of a Marketing Plan: What to Include and How to Measure

Association Reserves: What’s Right for Your Organization?

Board of Directors One thing that is always in your bag...

Mark Salter, CAE, ABC (Chair) CFA Society Minnesota

Phone charger.

Sarah Ruzek Associations North

Associations North pen.

Janel Fick Global Management Partners LLC

Cassie Larson, CAE (Past - Chair) My phone.

MN Nursery & Landscape Association

Angela Kisskeys Associations North

Sunglasses.

Amanda Friedrich, CMP Visit Saint Paul

Robbie Thompson (Chair - Elect) Professional Liability Underwriting Society

Justin Bieganek Mercury Creative Group

Clara Albert, CAE MN Electrical Association

I don’t carry a bag.

David Siegel, CAE, IOM (Secretary / Treasurer) Builders Association of the Twin Cities

Work that I always take home and never get to.

Cash or laptop.

Chapstick.

Gum.

Cody Nuernberg Northwestern Lumber Association Dave Renner, CAE Minnesota Medical Association

Chapstick.

Pen and notebook.

Cell phone.

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Moving Forward Together: Associations North Partners

YEAR LONG SPONSOR: Event Lab

Why we partner with Associations North…

We feel so fortunate to be a long standing partner with Associations North. We anxiously await the next fantastic event they are planning so we can collaborate on décor and creative ideas to enhance the program.

The entire team is so welcoming, open to ideas, extremely knowledgeable, helpful, creative and continue to up their game offering the best programming, events and education for all.

Favorite Associations North memory…

So many memories for so many years but specifically watching as the association has grown, changed names, worked hard to offer unique venues, programming and networking opportunities, all the while ALWAYS being open and responsive to questions and suggestions from members. They work so hard and so smart to help us succeed. What a GREAT team!

PREMIER PARTNERS

ADVANCER SPONSOR

INNOVATOR SPONSORS

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CONNECTOR SPONSORS 3

Fargo-Moorhead CVB | St. James Hotel | Visit Duluth | Visit Greater St. Cloud | Visit Saint Paul

What’s CO-ing On?

Pain Points, Re-Imagining and Membership Structures – Oh my!

Just like the rising Mercury level in your thermometer, Associations North task forces are hard at work raising the bar on innovation, value and transformative experiences at Associations North.

As part of the Associations North three-year strategic plan, we are excited to share updates on three initiatives that will enhance the landscape of this organization and, ultimately, better serve members.

Pain Points - Challenges come in all shapes and sizes, but the one commonality every association has is the need for continuous improvement to advance and serve members.

Utilizing strategic planning survey data, researching industry trends and listening to feedback, this task force has been hard at work examining pain points, challenges and opportunities for associations to thrive and grow in the future. Our goal is to help members be more innovative, future-forward and adept at responding to change. Through peer-to-peer sharing, training and collaboration, we hope to create more relevant connections to help you and your association evolve.

Additionally, Associations North is exploring ways to keep a continuous incubation of ideas for future developments, educating association leaders to think like entrepreneurs and forming a permanent structure for idea generation.

Solutions Conference Re-Imagination - Drawing on industry knowledge, member interviews and a strategic planning session in May, the task force is re-imagining Solutions Conference to provide an elevated experience to further transform you and your association. What will that look like? That’s a good question, we’re not sure… yet. Before jumping in to how the conference will be re-imagined, the task force is focusing why we are going through this process and serving members better in the future. Our success depends on your success. As we take this journey together, we will share what we’re learning, planning and continue to be the model for piloting new initiatives and experiences.

Additionally, we will be listening – feel free to reach out anytime with questions, concerns and/or feedback.

Membership Structure - Ah, members… the lifeblood of associations. Behind each member is a membership structure asking to be current, relevant and beneficial.

Right?! Examining a membership structure for future relevance, value and engagement is where the fun comes in.

Associations North currently has 12 individual membership categories, 7 organizational membership categories and 9 subcategories. Whew! Insert brilliant membership

association volunteers. This group is taking an in-depth look at the current situation and moving toward a structure that will provide increased value and opportunity among staff within associations. How we get to the end result is the adventure this task force is undergoing. Little by little, we continue to plug away identifying a solution that fits our technology, member and future needs. Until then, raise your hand if you are a member code: ASSNORG16-25PRIMARYMBR. #currentlyseekingsimplicity Is it hot outside or is it just us sweating from all the incredible developments these task forces are making? Speaking of, let’s give a shout-out to all the task force members for your dedication and commitment to reaching our goals. Together we are better! As we work diligently to provide the products and services to help advance your association we will continue to keep members informed and share exciting developments.

Cheers to enjoying your summer. Being creative, innovating and continually raising the bar takes hard work. You deserve it, because after all… “Your future is so bright you need shades.” - Anonymous

Co-Directors, Associations North

Associations North August

1st Member Meet & Gre

et.

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Word of Mouth The Minnesota Dental Association Supports its Members through Innovative New Initiatives.

While all associations work for the betterment of their members, very few can say that they literally help put a smile on someone’s face. The Minnesota Dental Association supports its 3,000 dentist members who do just that every day, caring for the oral health of patients of all ages across the state. Through educational and professional development, distributing the latest news, and regulatory and legislative advocacy, MDA ensures its members are well equipped to care for the smiles of Minnesotans.

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“At MDA, advocacy is a priority,” Executive Director Carmelo Cinqueonce said. “We envision the three pillars of our organization as representation, communication, and education.”

MDA takes pride in listening to its members and providing what they need. That’s how their Star of the North Meeting has grown to become one of the ten largest dental conventions in the country. This past April, over 8,000 attendees descended on St. Paul to learn about the latest breakthroughs in dental services and technology, complete continuing education credits, and network with colleagues in the industry.

In March of 2018, the MDA launched an online marketplace named Hesy-Re to serve the exclusive needs of dentists.

Named after the ancient Egyptian who is known as history’s earliest recorded dentist, the site allows members to post jobs and buy and sell dental practices and dental equipment.

With 70-80 posts a month to the site, it has been a successful endeavor for the MDA. The MDA has been working to expand the program to other state dental societies such as South Dakota, New Mexico, and Washington, DC.

“Patients come from as far away as neighboring states and line up 48-72 hours in advance for the opportunity to participate.”

Last year, the association introduced MDA Supply Source, an online storefront that allows members to buy dental supplies at a discount rate. It also rolled out Total CE (compliance and education) this past spring. Twice a year, the program provides dentists with a one-day opportunity to learn what they need to know for regulatory compliance.

“We have a lot of irons in the fire, but we’re committed to meeting the unique needs of our members,” Cinqueonce said.

Some of the MDA’s more public and passionate work happens through its charitable Foundation. On the first Friday and Saturday of February, many member dentists open their doors to offer free dental care to children in need through the Give Kids a Smile program.

Every other year, the Minnesota Mission of Mercy offers free dental care to those who, for one reason or another, have difficulty getting the care they need.

Through grants and volunteers in the MDA membership, dental industry, and community, nearly 2,000 patients arrive at a temporary clinic (most recently held at the Minneapolis Convention Center) for cleanings, root canals, extractions, and other dental work.

“We have over 1,000 wonderful volunteers who donate their time and expertise to this cause,” Cinqueonce explained.

“Patients come from as far away as neighboring states and line up 48-72 hours in advance for the opportunity to participate.”

When a dentist joins the MDA, they gain a tripartite membership with representation not only at the state level, but at the local district and national levels as well. MDA has collaborative relationships with each level, from providing support for email communication to sending a legislative team to DC every year to advocate for legislative priorities.

The MDA works hand-in-hand with other state dental associations as well. Members of the Wisconsin Dental Association help promote the MDA’s Star of the North Meeting in exchange for discounted registration fees. The Midwestern Dental Officers Conference convenes in early August every year as a chance for leadership to exchange best practices and discuss issues related to dentistry.

No matter what project the MDA is working on, the association makes sure to keep member dentists and the public apprised of its activities through periodic newsletters and its wellrespected regional journal.

“All of our work is done by nine full-time staff members, plus other contractors as necessary,” Cinqueonce said. “Just like our members, we can do a lot with a little.”

To learn more about the MDA and its activities, visit www.mndental.org.

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Advancing Leaders: Fuel for Forward-Thinking

Hiring in an Employee Market: A 5-Point Checklist Catherine Iste

With a strong jobs market and steady drops in unemployment, we are firmly in an employee market. Instead of holding on to mediocre talent or hiring the next somewhat qualified warm body, take these steps to improve your odds of attracting strong talent.

1. Poaching is not just for salmon.

While it may feel uncomfortable to actively try to attract an employee away from their current employer, in small markets, for specialized positions or any time there is a lot of competition for skilled workers, it may be necessary.

Consider this: without opening up the recruiting pool to those who are already happily employed, we are left with unemployed candidates (see #3 below), unhappy employees and wildcards. On the flip side, a happy employee who considers leaving their job to work for our company is presumably making the change for more thoughtful, positive reasons.

“It is always better to invest the time and effort at the beginning of the hiring process than in trying to discipline, work around or terminate a less than stellar employee.�

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2. Honesty sells.

That said, it is more important now than ever to get clear about the message, culture and job offer. To honestly and ethically attract someone away from a job they enjoy or be competitive securing active job searchers, we must be able to honestly and consistently convey what it is really like to work at our firm, even if we have not been voted a best place to work.

The balance of power in this market shifts to the candidate. Respect this power by allowing them to see the truth about the organization and make the decision on their own.

3. Read between the lines.

If someone is unemployed right now, find out why by doing a more thorough background and reference check.

Taking time off to care for a family member or travel around the world are great things that should bode well for a candidate, not work against them.

However, did they travel around the world to deal with the existential angst of losing their last job unexpectedly?

Was the mutual parting of ways really the result of a dispute subsequently handled via a confidential separation agreement?

Do not settle for a warm body or a good story, comprehensive background and reference checks are still critical recruiting tools.

4. Leverage the gig economy.

The gig economy is not just about driving for Lyft or online freelancing. It has created an open dialogue and increased acceptance around the idea that some people choose to work multiple, part-time jobs.

This choice does not mean they are less committed to any of their multiple employers than if they had just one employer. This gives employers the opportunity to rethink vacant positions: perhaps the job could be done part-time, as a job-share or remotely by someone in another state.

Considering other options increases the pool of potential candidates.

5. Get efficient.

Taking time to review our hiring systems can help us identify gaps, bottlenecks or other shortcomings in the process.

Understanding those shortcomings can helps us more clearly define their associated cost.

With this cost, we can make a more informed decision on whether it is more economical to use a recruiter, update/add/ change software solutions or consider other sourcing services to attract talent.

In other words, before you balk at spending 30% on a recruiting firm consider how much you are already spending when department managers try to do the work themselves.

The bottom line is, while it may seem onerous, challenging or plain frustrating, remember, it is always better to invest the time and effort at the beginning of the hiring process than in trying to discipline, work around or terminate a less than stellar employee.

Advancing Engagement + Recruitment: Moving Membership

Winning Back Lapsed Members: Solutions for Non-Renewal Reasons MemberClicks

Former members represent a whole pool of potential new members who are a little easier to recruit. Why? They’re already familiar with your organization, so you don’t have to spend time explaining who you are and what you do!

That said, they left for a reason. Here are a few solutions for overcoming common non-renewal reasons when reaching out to your lapsed members: REASON: Didn’t feel engaged.

SOLUTION: Enlist your active members.

According to Marketing General Incorporated’s 2018 Membership Marketing Benchmarking Report, lack of engagement with the organization was the top cited reason for not renewing membership. This probably comes as no surprise - it’s a common frustration! And you’ve probably tried a number of things to engage members so they never leave in the first place. Have you ever thought about enlisting your active members in a re-engagement campaign? Here are a few angles to try: • Show tangible examples of a member getting value out of their membership.

• Ask them to call former members they had a relationship with.

• Ask them to call former members who they’re similar to.

(Job role, Age, Needs, etc.)

REASON: Cost was too high.

SOLUTION: Offer a discount.

Whether it’s personal finances or an employer who’s stopped paying for dues, cost is another big reason for leaving.

Offering a discount is a quick and easy way to encourage your lapsed members to come back. Consider even extending the discount over a few membership periods as a sort of “bulk” discount. (For example, purchasing a three-year membership at $100 off per year.) That way you can count on their renewal for three years (or so), and they’ll enjoy extra savings.

REASON: Missing specific benefits.

SOLUTION: Talk about new benefits.

Chances are, you’ve introduced some new or enhanced benefits since they left. Hype them up when talking to lapsed members, and be sure to include a testimonial or two from current members. This should be easy if you’ve been conducting member exit surveys. Look back at your records and see what benefits members have noted were missing from their experience. You can use that information to do a mass campaign, or individual outreach.

REASON: Didn’t understand membership value.

SOLUTION: Show them a list quantifying your benefits.

Sometimes members simply can’t see the return on their dues investment, so they leave because they think they aren’t getting anything out of it. But you can easily demonstrate that value by assigning a dollar amount to each benefit. Take a look at our guide on tiered dues for some simple steps. Once you’ve gone through the process, keep a list to use as a tool when this comes up in conversation with lapsed (and current) members.

This is also where your association management software comes in handy. Many systems allow you to pull a report for each member that shows how much they’ve gotten out of your organization in dollars. Dig into yours to see if this is an option.

REASON: They’ve retired.

SOLUTION: Create a new membership type.

Retired members of your industry or community are an incredibly valuable resource, and should be treated as such.

However, it’s likely they won’t need most of the benefits you offer. Create a new retiree membership type that is cheaper and includes less (or just different) benefits than a regular membership. Alternatively, retirees are also great volunteers and speakers for conferences and panels. Consider some kind of trade agreement where they’ll receive certain benefits in exchange for helping out a few times a year.

Whatever you do, be sure your communications are personal.

These folks were once a part of your organization: It wouldn’t be a good look if you treated them like a stranger. For more tips on improving how you engage members (lapsed and active), download our membership engagement guide.

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Advancing Meetings + Events: In The Details

Resistance is Predictable and Normal Jeff Hurt, Empowered Epiphanies

Any time your organization undertakes a new project or commits to a quality improvement process such as reimagining an annual meeting, you are going to face some resistance.

We assume that if we communicate any changes clearly that people will understand. We believe that articulating the modifications logically results in people aligning with our new direction. We naturally suppose that they will accept our expertise and recommendations.

However, we soon discover that no matter how artfully we present any changes, some of our members meet us with resistance.

Resistance is as predictable and natural as the sun rising every morning. It is normal. At its core, resistance is an emotional response to change or having to face a new situation which may be challenging. It is an indirect response of reservations.

Resistance is also progress. It is a step forward after denial. Resistance is not a reflection of your rational conversation with your members. It is purely an emotional response. And resistance is part of one’s normal learning process.

The main thing to do when facing resistance is to not take it personally.

Resistant members are counteracting against the fact that they will have to make a difficult choice: confront some reality that they are trying to avoid or retreat.

Wired To Resist Any Perceived Risk Our brains are naturally wired to avoid any type of threat. We prefer familiar and predictable circumstances to the unknown.

Author and cognitive psychologist Dr. Melanie Greenbert says that our brains are like prediction machines. We are hardwired to predict and detect threats and danger.

Sometimes, we perceive change as a threat and immediately react with fear and anxiety. Our brains go into action and create the best response possible: fight, flight or freeze. We feel before we think. Often we respond with resistance.

According to Greenbert, just understanding how your brain processes emotion means you can react differently instead of acting on impulse.

With knowledge and practice, you can actually rewire your brain to think differently and lessen the fear. That is the challenge facing us with resistance.

Allowing others to react differently and rewire their brains.

Dealing with Resistance There is no way you can talk people out of resistance because it is an emotional process, says author and expert Peter Bloch.

Behind that resistance are specific feelings. You cannot talk people out of how they feel. Nor can you ask them to deny those feelings.

Acting like you must conquer the resistance by throwing more data, research or information at those that resist does not work either. It only intensifies the resistance.

The best strategy is to allow people to directly express what they are feeling.

It is not to fight the resistance head on which creates more stress and negativity.

Take the Zen approach instead.

Ask the individuals to fully express the concerns they have. Let their storm “blow itself out,” says Bloch.

“Resistance is an emotional response to change or having to face a new situation which may be challenging.

It is an indirect response of reservations.

Block identifies three steps for dealing with resistance.

1. Identify what form the resistance is taking. Identify the clues as you observe what is happening.

2. State, in a neutral, non-threatening way, the form the resistance is taking and then stop talking. Name the resistance.

The challenge is finding neutral language.

3. Let the person resisting respond.

Be quiet and let them respond. Too often we want to keep talking to reduce tension. Instead live with that tension.

And remember, the person resisting is not a reflection on you. The person needs to respond with their defenses.

Defenses and resistance is a sign that you have touched something important and valuable.

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Advancing Diversity & Inclusion: Journey Forward

Workplace Inclusion: Welcome to the Dance Maan Hashem This article originally appeared on ASAEcenter.org. Reprinted with permission.

Copyright ASAE: The Center for Association Leadership (November 2017), Washington, DC.

Inclusive management means ensuring that everyone gets to participate in the dance by contributing meaningfully to our shared success. Here are a few of the lessons I’ve learned in striving to be an inclusive manager.

1. An inclusive workplace makes room for introverts.

Several of my most skilled team members are introverts who excel at jobs that require intense focus for extended periods, such as editing, data quality review, or software testing. As these team members succeeded and their responsibilities grew, however, they were expected to play bigger, more visible roles, such as representing our organization to external stakeholders by speaking at large forums.

2. Public speaking is scary for almost everyone.

For introverts, it can be terrifying. For some of the introverts on my team, this fear was easily addressed with instruction and regular practice. For others, this didn’t work, and there was no solution. For situations where job tasks and individual employees are seriously mismatched, I support job shaping, where responsibilities can be moved around a team to place them where they best fit an individual’s talents.

3. An inclusive workplace values the whole employee.

As a manager, I’ve seen many versions of the challenge of work-life balance. A flexible management approach—such as supporting remote work (either a few days a week or full time), being flexible with work hours, or even offering an extended leave of absence—can help you retain talented team members.

During challenging times in an employee’s personal life, the organization has the best opportunity to show that it cares about each team member’s welfare, even if this causes some short-term delays to deliverables.

4. An inclusive manager recognizes and roots out favoritism.

When I took a hard look at my own attitudes about work styles, I recognized that I tended to favor people who displayed more traditional work behaviors.

In this way, I allowed my unconscious bias to diminish inclusivity on my team. Recognizing this challenge and

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addressing it effectively ensures that managers are open to and value every team member’s contribution so they don’t miss a great idea or fail to leverage individual potential.

“During challenging times in an employee’s personal life, the organization has the best opportunity to show that it cares about each team member’s welfare.”

Three Tips 1. Build in flexibility. Build a team with overlapping and complementary skills. This means recruiting team members with specialized and deep skills, as well as generalists with a broad skill set who are best equipped to fill in the gaps.

2. Uncover your own biases. The work of eliminating implicit bias begins with recognizing and understanding your own biases. Once you realize your own biases, you can actively challenge them.

3. Don’t treat everyone the way you want to be treated.

My assumption that others want to be treated like I want to be treated often creates unrealistic expectations. To avoid that error, I need to do more listening, keep an open mind, and do more work. Over time, I have learned to listen better to discover how others want to be treated.

Navigating these dynamics while working hard to deliver on organizational goals requires effort, patience, and lots of trial and error. Enjoy the dance.

Associations North 2020 Diversity & Inclusion Leadership Program details coming this fall.

Find out more at: associationsnorth.com/andi NEW! Check out two new Diversity & Inclusion resources recently added to Associations North Samples & Templates: associationsnorth.com/samples

The North Experience: Solutions Conference Over 350 members participated in this year’s Solutions Conference at Hyatt Regency Minneapolis. Highlights included in-depth workshops to deepen learning and peer-to-peer relationships; inspiring keynotes with actionable items to take back to the office; quick 45-minute sessions to spark ideas; and solutions trade show to provide business solutions and connections.

SPONSORS

To see more photos, visit Associations North Flickr page: flickr.com/photos/associationsli ve

Brede Exposition Services | Premier Transportation | Video My Story | VoiceHive

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SPONSORED CONTENT

Community Insights

Incorporating Health & Wellness Into Your Next Meeting Minneapolis Northwest Tourism’s Katie Lofrano provides simple, top-notch ideas on how to incorporate health and wellness into your next meeting or event.

Brain break food not only recharges your mind but is what your body needs to keep you focused and energized for your meeting or event.

We’ve all heard the statistics – sitting all day at work is not good for our productivity, and it negatively affects our well-being. Thankfully, with a few small changes, you can make your meetings more health-conscious. Unsure where to start? Check out Minneapolis Northwest – comprised of Brooklyn Center, Brooklyn Park and Maple Grove – which is home to plenty of opportunities for incorporating wellness into an event program. Say goodbye to cooped up conference rooms and hello to health in Minneapolis with these ideas.

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1. Host your meeting in an activecentric location Minneapolis Northwest has event spaces that offer outdoor activities and amenities for groups, including the historic Earle Brown Heritage Center, beautiful Elm Creek Park Reserve and Central Park of Maple Grove. At Fish Lake Regional Park, groups can participate in kayaking, canoeing, stand-up paddle boarding and even a SUP Squatch, a unique six-to-10-person paddleboard! Gather on the green at one of Minneapolis Northwest’s two championship courses, Edinburgh USA

and Rush Creek Golf Club, or tee off at Topgolf in Brooklyn Center, perfect for every age and skill level.

2. Encourage wellness breaks An easy way to incorporate wellness into your event is providing brain breaks to recharge both mind and body. Offer attendees a five-minute meditation break and encourages them to unplug and rest their eyes. An alternative to meditation is a movement-based “recess” that encourage attendees to get outside and get out of their headspace.

Wellness can mean dancing, too – turn up some tunes and encourage everyone to let loose for a song or two!

3. Provide healthy food options Offer healthy snacks throughout the day, as well as nutritious options at every meal. Consider swapping out high-carb, sugary foods for energyboosting options that prevent fatigue and increase focus. Instead of donuts with coffee, opt for yogurt and granola or fruit & veggie shooters. Another way to incorporate a healthy meal is to make cooking the team-building activity of the day. Lemon Grass Thai Cuisine, a Thai

and sushi restaurant in Brooklyn Park, offers cooking classes where food is made with farm-to-table produce and spices that are freshly ground.

4. Incorporate beneficial surprises Meetings require a lot of sitting and focusing. Giving guests tools, such as fidget spinners and stress balls, helps them release pent-up energy.

Additionally, whether within the main meeting space or break areas, add some variety to the setup with standing tables, allowing attendees a chance to stretch their legs and burn a few calories.

Incorporating these tips will help keep your attendees focused and get their creative juices flowing, resulting in a more productive and memorable experience for everyone.

Contact Katie Lofrano to learn more about the complimentary services offered by Minneapolis Northwest Tourism. katie@mlpsnw.com

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Advancing Communications: Stay Connected

Components of a Marketing Plan: What to Include and How to Measure Melissa Harrison, Allee Creative

Setting your association’s marketing plan can be quite an undertaking. With the continued shift of marketing efforts to being more digital in nature, it becomes even more important to have a documented marketing plan as a way to manage all the moving parts and ensure that your entire team is on board with the processes. In the past, marketers and executives thought of marketing plans as being massive 3-year or 5-year strategies. While it’s still valid to think to the future, the speed at which marketing strategies change makes it difficult to plan anything more than 12-months out. So today, I give you permission to think in 12-month increments with 10 key areas of focus. Here are some tools you will need on hand to craft your plan.

Business goals: Marketing plans are only as good as the business goals they are set to support. If you do not have goals outlined for your association, start there. Talk to your membership director, your fundraising department, your program leads, your executive director—those that can talk to you about internal pain points, struggles and ultimately, what you’re trying to achieve together as an organization.

Those are the goals by which your marketing plan should be defined.

Competitive research: Everyone has a competitor.

Keeping tabs on them is not only a good way to understand what they’re doing/who they’re reaching in the market place but also as a benchmark of sorts. Are there channels or ways to communicate that you can do better? Are there things those organizations are doing that you love and want to emulate? Know who you’re up against and you put your marketing strategies in place.

Personas: Who are you really trying to reach? Personas are a deeper dive into setting target markets. It’s a way to define 2-5 people with specific characteristics and demographics. Define them. Name them. Outline where in the buyer’s journey they sit. Focus on these when developing the scope of your marketing plan.

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Remember to create a plan that is specific to your association’s needs—whether those be membership growth and retention, employee engagement and staffing, or new

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months is how long you should plan out your marketing plan. 3-5 year massive marketing plans are a thing of the past. Your plan should be moveable and flexible.

program awareness. Breaking your marketing plan into 10 areas of focus will help ensure the marketing plan you craft is a resourceful tool that can be used throughout the year: 1. Overview and value statement (unique selling proposition) 2. Key messaging (or boilerplate verbiage) 3. Goals 4. Target audiences (personas) 5. Competitive analysis 6. Channels and frequency 7. Budget 8. Measurement (KPIs, ROI, etc.)

9. Timeline 10. Resources and supporting documents Measuring success It can sound cliché, but it’s the truth: marketing is a marathon, not a sprint. Even if you are working on a short-run campaign or strategy, the fruits of your labor will continue to come in after that campaign has wrapped. Acknowledging that results will not be immediate is the first step of setting up successful measurement strategies. There are a lot of ways to measure and track success. Before you launch any part of your plan, determine what success will look like.

Your marketing plan is meant to be a guide; just as marketing tools and tactics change frequently, so may the needs of your association. Review your plan often and adjust things throughout the year as needed. If you reach a goal, set a new one. If your budget changes, update accordingly. It’s OK to modify your plan. It’s meant to be a living document that is communicated to your team and assessed along the way. Don’t be afraid to modify as you go and craft a plan to works with you, not against you.

Advancing The Essentials: Invaluable Insights

Association Reserves: What’s Right for Your Organization?

Linda Nelson, CPA, Olsen Thielen & Co., Ltd

Many of our clients have asked us questions about reserves over the years.

These are important questions for any organization, in budgeting, for shortterm and long-term planning, for the sustainability of your organization.

What are reserves?

Reserves are the portion of your association’s net assets that are set aside for a specific purpose. An operating reserve is the organization’s financial safety net, unrestricted, liquid funds available in case of a budget shortfall or an emergency.

Long-term reserves, which are often called endowments, generally have donor restrictions on them, such as a scholarship fund or an endowment for a new program or a capital campaign.

An association’s board is instrumental in developing a policy on reserves; building and maintaining an association’s financial reserves is a longterm commitment. Each organization is unique, so the amount needed for a reserve varies based its own facts and circumstances.

Key considerations in determining the right amount for your association would include: Cash flow: Does our income come in evenly throughout the year, or is it cyclical?

Dues and conference revenue: Often cyclical, which could indicate a need for a larger reserve, to get through those leaner times in the year.

Expenses: what flexibility does your association have in its expenses? If a large portion of your expenses are for staff compensation and benefits, a larger operating reserve might be a priority for meeting those obligations on a timely basis.

Having a healthy operating reserve gives an association a stronger sense of sustainability so that you will be able to serve your members well and meet your mission goals.

“Reserves are the portion of your association’s net assets that are set aside for specific purpose.”

So, how much is enough?

Generally, three to six months of expenses are common in an operating reserve, or you might choose to maintain more than six months, depending on your association’s specific needs.

You should also consider what would be too much in your operating reserve. An association’s members are concerned with the value they are getting for their dues and assessments, also fees for conferences and other events. Keeping an operating reserve that members consider excessive might have them asking why their cost of membership is so high.

Regarding long-term reserves or endowments, an association needs to be very clear about the restrictions on the use of those funds, and make sure that the donors’ restrictions are followed.

For example, members of your organizations might establish a scholarship fund, with only the income of the fund being distributed each year for scholarships, and the initial contributions to the fund being maintained permanently. It is the board’s responsibility to make certain that the fund is maintained according to those restrictions. It’s also important to keep written records of any donor restrictions on endowments, so this information doesn’t get lost with board turnover and staff changes over time.

In establishing and maintaining operating and other reserves, remember that your association’s needs are unique, and that those needs can change over time. It’s important to periodically review and update your reserve policy and amounts when necessary.

View and download sample investment and reserve policies on Associations North Samples & Templates page.

Check out over 125 sample policies, procedures and other templates relating to various association management topics at: associationsnorth.com/samples 16

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952-447-5044

Call Toll Free (888) 654-6901

Conversations: In Focus | Different view points. Different solutions.

What are your favorite way(s) to un-plug and re-charge during Summer months?

Elizabeth Anderson Membership Director Minnesota Medical Association

We have a lake home up North so our family enjoys water sports, relaxing around the fire and eating great food! Summer time together with my wife, children, family and friends is very precious to us.

Mary Rehm Director of Learning and Development Professional Risk Managers’ International Association

That’s easy! Getting out on the road in our 2007 Mustang convertible. Top down and radio on.

Exploring the back roads, stopping at a favorite café, or just cruising mile after mile. A perfect way to unwind and enjoy a Minnesota summer.

Getting outside! Whether it’s a walk to the library or a hike with my family at our cabin in northern Wisconsin, getting outside and moving helps me re-energize and clear my mind.

Jon Millerhagen Executive Director Minnesota Elementary School Principals’ Association

Head to the woods. Our family takes at least one camping trip a summer and sometimes we head to Ely and into the BWCA to really un-plug. Last year, we brought our teen-aged sons for the first time and they too loved the feeling of being completely disconnected with the wired world.

Tom Getzke Executive Director Minnesota Builders Exchange

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Calendar Of Events: Mark It + Make It For more details and to register, visit: www.associationsnorth.com/calendar

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WEDNESDAY AUGUST

10

TUESDAY

SEPTEMBER

26

THURSDAY

SEPTEMBER

Webinar: Talk Triggers: Turn Your Members into Volunteer Marketers At Your Desk 12:30 pm - 1:30 pm

Webinar: Pivot Point: Reshaping Your Organization When It Matters Most At Your Desk 12:30 pm - 1:30 pm

Webinar: Webinar: Ethics in the Association Work Place At Your Desk 12:30 pm - 1:30 pm

The best way to grow ANY association is for your members to grow it for you. But that only occurs if you deliver a customer experience that creates conversations. We assume that our members will talk about us. But they won’t, unless you give them a story to tell.

During this session, Sheri Jacobs will share ideas based on realworld examples for creating an organization that is more responsive, nimble, and open to the dynamic nature of its operating environments.

Personal and professional trustworthiness is important in every organization. Requiring an ethical foundation is one way association leaders can establish standards of honesty and integrity in the work place.

Develop solutions to build a strong foundation for individuals working in professional associations.

Upcoming Events August 27

Membership Meetup Group

28

Webinar: Talk Triggers: Turn Your Members into Volunteer

Marketers

September 10

Webinar: Pivot Point: Reshaping Your Organization When It

Matters Most

12

Advocacy Meetup Group

20

CEO Meetup Group

26

October

19

Webinar: Ethics in the Association Work Place

November

6-8

Leadership Conference - Rochester, MN

10

6

Meeting Planners Symposium

Webinar: The MPLC Umbrella License-Are you compliant?

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7

Webinar: Association Storytelling

Meetings Meetup Group

30

8

CEO Meetup Group

Webinar: The Successful Mentoring Mindset

21

Communications Meetup Group

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Membership Meetup Group

BRAIN POWER

4 (Mostly) Free Ways to Appreciate Your Employees

By: Spencer Creal, Nonprofit Hub

Nonprofit employees are truly unsung champions. They work tirelessly for the causes they care about, and usually for a lower wage than their for-profit counterparts. They deserve our recognition and celebration, but it can be hard to show your appreciation on a shoestring budget.

Here are easy, cheap (or free) ways to show your employees how much they mean to you.

Block out time for recognition The easiest way to show your employees that they’re doing good work is to verbally recognize it. It sounds simple enough, but so often a job well done goes unnoticed. It might be because your organization doesn’t have time set aside to recognize staff. At Nonprofit Hub, we block off an hour of our Friday mornings to celebrate everything that was accomplished that week. Sometimes we bring in donuts or breakfast pizza, but none of the bells and whistles are necessary. Each and every team member gets recognized for their work every single week. Celebrate jobs well done!

Change the norm for a while You probably don’t have the extra cash to throw around for bonuses or extravagant gifts for your employees. However, something else might work just as well, and it won’t cost you anything—not directly, anyway. If your office usually enforces a dress code, consider easing up on it (or eliminating it) for a week or two. Frame it as a reward for your employees for their hard work.

Or, if your employees are expected to show up for work at 8:00 am, try pushing it to 8:30 or 9:00, or let them leave a little early. Not only will employees appreciate the gesture, but research shows shortening workdays can actually improve overall productivity.

Go beyond work Believe it or not, employees do have lives outside of work. They have hobbies, passions, families and other projects that keep them sane when they’re out of the office. And while some employees like to keep their work life and personal life separate, it can’t hurt to show interest in what they do beyond their nine-to-five. For example, if a member of your staff writes poetry in their free time, go see them read at an open mic night. Or if they’re runners, go cheer them on at a race. Of course, you’ll want to make sure they’re comfortable with it, but showing that you care outside of the workplace can reinvigorate your staff when they’re on the clock.

Broadcast successes to the world Okay, you might not get primetime TV airwaves to brag on your employees, but you should still share their successes with whomever you can. Post finished projects on your social media, publish success stories on your blog or feature staff in your newsletter. There’s no reason why the success of your team should be kept to yourselves!

These are a few ways you can appreciate your employees without spending a penny.

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The North Experience: Golf Classic

Prestwick Golf Club in Woodbury provided the perfect setting to host our 34th Annual Golf Classic. Not only do our golfers know how to have a good time (and hopefully hit a few good shots), they know how to embrace a beautiful day and build relationships. Thank you to all who participated!

Education, team-building and making connections, all while having FUN!

SPONSORS

To see m ore photo s, visit th Associati e ons Nort h Flickr p flickr.co age: m/photo s/associa tionslive

Oak Ridge • Grand View Lodge • Visit Mankato • Olsen Thielen • Visit Greater St. Cloud • Radisson Roseville & Roseville Visitors Center Mystic Lake Center • Discover St. Louis Park • Radisson Blu Minneapolis & MOA • Intercontinental Saint Paul Riverfront • Hilton Minneapolis Visit St.Paul • DoubleTree by Hilton St. Paul Downtown • Hyatt Regency Minneapolis • Renaissance Minneapolis Hotel, The Depot Visit Greater St. Cloud • Fargo-Moorhead CVB • Crowne Plaza Minneapolis West • Owatonna Area Chamber of Commerce & Tourism

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Relax on the shore of Lake Superior

Enjoy a unique setting for your event at Canal Park Lodge! We have an amazing location, great amenities, and cozy accommodations, PLUS: Catered Meals and a variety of nearby Restaurants Amazing Views of Lake Superior & Ocean-going Ships Indoor & Outdoor Exercise Options REGINA FODNESS, RFODNESS@CANALPARKLODGE.COM 250 CANAL PARK DRIVE DULUTH, MN 55802 - CANALPARKLODGE.COM

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Et Cetera: Association Extras

WELCOME, NEW MEMBERS! Mallory Arnold

Explore Alexandria Tourism

Carrie Chang

Minneapolis Area REALTORS®

Quincy Gottwig

The Harrington Company

Janet Klingbeil

Association Development Services, Inc.

Suzanne Lamoreaux

MN Social Services Assn

Thad Ludwiczak

Do-Good.biz

Dolly Matten

Greater Lakes Association of REALTORS®

Emily Mauter

Hospitality Minnesota

Ashlee Mueller

Minneapolis Northwest Tourism

Karen Peterson

MN HomeCare Association

Nicole Ramaker

DoubleTree Rochester

Charlie Theros

Best Western Capitol Ridge

Patrick Tschida

Madden’s Resort on Gull Lake

Ellen Uhrich

Association Development Services, Inc.

CONGRATULATIONS NEW CAE’S! Congratulations to Clara Albert, CAE, MN Electrical Association, Tara Owens, CAE and Melissa Place, CAE, CWT Meetings & Events on becoming Associations North newest CAE’s. We are proud of you and your accomplishment. Learn more about the CAE at: associationsnorth.com/cae.

2019-2020 MEMBERSHIP RENEWALS Associations North is excited to keep executing our 3-year strategic plan, which kicked off last year. Watch for details on exciting new education, programs and services coming your way. 2019-20 renewals have been sent, feel free to process online or mail payment. If you have any questions or would like to know how to get your entire staff involved, email Chris@associationsnorth.com or call 651-647-6388.

GET INVOLVED Volunteering is a great way to give back, make a difference and connect with your peers. Associations North has many ways to volunteer including (but not limited to) event committees, task forces, hosting a meeting, photography, writing, etc. If you are interested in serving as a volunteer, please fill out your interest at: associationsnorth.com/volunteer.

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SPOTLIGHT: MEMBER IN MOTION Get to know industry movers and shakers.

Janie J. Ritter Vice President Minnesota Safety Council

Words to live by...

What is something you like doing the old-fashioned way?

Be kind.

Homemade pie crust.

What is something you think everyone should do at least once in their lives?

What is the best purchase you have ever made?

Scuba dive in the Caribbean .

A 2000 VW Passat.

How do you recharge and relax?

Beach vacation with a few good books.

What gets you out of bed every day?

My family.

Who was your childhood idol?

My father.

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Your biggest pet peeve with modern technology...

Auto correct.

See you in Rochester!

October 6-8, 2019

Connect with over 100 of your peers.

Explore Rochester, MN venues.

Timely education to grow your association and career.

Details at: associationsnorth.com/leadership

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MORE CHOICES TO STAY. MORE SPACE FOR ASSOCIATION GROUPS.

With over 42 hotels, six new properties, and 9,200 guest rooms, Bloomington is home to the largest concentration of hotels in Minnesota. That means there’s always room for groups to stay, meet and work. And the Mall of America® serves as a dynamic backdrop and instant entertainment complex for evening outings that everyone can enjoy.

Explore Bloomington and book your association group at tcook@bloomingtonmn.org