July August 2020 by Associations North

FOCUS NORTH July/August 2020

Connecting with the Community Saint Paul Area Association of REALTORSÂŽ is building stronger communities with its charitable grant program. 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 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

CONTENTS

Sarah Kragness Education & Project Manager Sarah Ruzek, Co-Director VP of Finance & Education

Chris Villeneuve Membership & Office Manager

Connecting With the Community Saint Paul Area Association of REALTORS® is building stronger communities with its charitable grant program

Mission

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

Vision

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

A New Era of Leadership: The Turnaround CEO

Advancing Engagement + Recruitment: Moving Membership

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.

Moving Forward Together

What’s CO-ing On?

18 Conversations 19 Calendar of Events 20 Brain Power 24 Et Cetera

Advancing Meetings + Events: In The Details

25 Spotlight: Member in Motion

Nine Different Conference Planning Shifts To Adopt

Should I Launch A Membership Campaign and Other Questions Facing Associations. A Guide to Making Decisions Today – And in the Future

Diversity & Inclusion

Advancing Leaders: Fuel For ForwardThinking

16 Advancing 15 Advancing Communications: The Essentials: 11 Advancing Diversity & Inclusion: Stay Connected Invaluable Insights Journey Forward

Associations North Member Diversity + Inclusion Member Profile: Professional Liability Underwriting Society (PLUS)

Board of Directors

Take the Podcasting Plunge!

Liability Waivers for Association Meeting Attendees in the Era of COVID-19

What job would you be terrible at? Robbie Thompson (2020 Chair) Professional Liability Underwriting Society Mark Salter, CAE, ABC (Past - Chair) CFA Society Minnesota David Siegel, CAE, IOM (Chair - Elect) Builders Association of the Twin Cities Clara Albert, CAE (Secretary / Treasurer) MN Electrical Association Sarah Ruzek Associations North

Mechanic

Auto Mechanic

Anything in a restaurant

Math professor

Daycare Provider

Angela Kisskeys Associations North

Justin Bieganek Mercury Creative Group

Mary Detloff, CAE

Janel Fick Global Management Partners LLC

Amanda Friedrich, CMP Visit Saint Paul

Maria Huntley, CAE, MANM Minnesota Academy of Family Physicians

Surgeon

Karla Keller Torp Minnesota Shopping Center Association

Mortician

Christi Kokaisel, CAE, MBA American Academy of Neurology

Mechanic

Teacher

Scientist

Professional baker

Engineer

Teacher

Moving Forward Together: Associations North Partners

YEAR LONG SPONSOR: D2L

Why we partner with Associations North Even though our partnership with Associations North is brand new, the organizers have been incredibly welcoming; we feel as if we’ve been partners for years! We look forward to building relationships with the members of Associations North, learning from other organizations, as well as sharing best practices and resources related to training & development.

D2L + Associations D2L’s Brightspace is a learning platform for associations who value member success as a driver of association success. We believe a great learning experience is critical to driving engagement and retention. D2L’s learning platform helps prepare and engage your membership with a personalized learning experience, leadership development, certification, microcredentialing, and more.

PREMIER PARTNERS

ADVANCER SPONSOR

INNOVATOR SPONSORS

ENGAGER SPONSORS

CONNECTOR SPONSORS 3

Fargo-Moorhead CVB | Kahler Hospitality Group | St. James Hotel | Visit Duluth

What’s CO-ing On?

A Time of Opportunity We are living and working in a time of crisis. How can we not only survive, but thrive? If we look at this time as an opportunity, it allows freedom to explore, innovate, re-focus, and provide solutions. It may sound crazy but hear us out. After connecting with over 160 association members, participating in several local and national mastermind groups, hours of virtual meetings, articles, podcasts and following industry leaders, we have come to the conclusion that this time is indeed an opportunity to evaluate ‘what was’ and create new ways to Move Professionals Forward. We are committed to the association community not only surviving but thriving. Here are a few notable findings that have inspired us to embrace this opportunity. Explore + Innovate Embrace the terms test, pilot, create and try. If this crisis has taught us anything, it’s to expect the unexpected. We’ve been thrust into a new world of operating, educating and serving. Take this time to create a future that incorporates learning from the past and brings new innovations to meet the needs of your industry. Purposeful abandonment allows organizations to let go now (in the short-term) and forever. This is the green light you’ve been waiting for to change, update or let go. What do you want to be true when this season of uncertainty is over? Use this to guide your strategy. What can you influence? What is outside your influence? Where can you seek new partnerships or collaborations? Ask questions. Brainstorm new possibilities, new ways to meet member needs and permission to test without fear of failure. Welcome this time of exploration and accelerated innovation!

perfect behind the scenes. They don’t know if you went with Plan B. They don’t see the imperfections. They have empathy. They know you are doing your best and would rather have a solution that is roughly right than wait for the perfect one. Don’t Forget About You! One of the most important things we have learned during this time is self-care. You must first take care of yourself so you can properly take care of your team and members. Self-care ensures a clear mind. Lean into your team. Ask for help. Create balance, be flexible and know you don’t have to have all the answers. Lead with empathy. Give grace. This time has proven to be difficult on everyone. Leaders, staff, family and friends. We are in this together and can only be our best when we take care of ourselves. We thank Mary Byers, CAE for this daily reminder and welcome you to say it with us… “We will figure it out!”

Co-Directors, Associations North

Re-Focus + Provide Solutions Adapt, learn and unlearn has become the new workplace currency. How can you re-skill your arsenal of tools and talent to thrive during this crisis and post pandemic? Now is the time to look for ways to add value as an employee to your team and organization. Embrace the term roughly right. New programs do not need to be polished and perfected to launch. Time is of the essence. Members are looking for solutions to their challenges right now. Your members don’t know if something isn’t quite

Meeting Planner s Symposium att endee, Stacey Ca recipient surprised ris was the lucky with Kat Perkins co ncert at her hous e!

Connecting with the Community Saint Paul Area Association of REALTORS® is building stronger communities with its charitable grant program. If you’re looking for an enthusiastic and supportive group of people dedicated to fostering growth and development in their local communities, look no further than the agents who comprise the Saint Paul Area Association of REALTORS®. Through the REALTORS® Charitable Foundation grant program, SPAAR shines a spotlight on the good work its members do every day. They do much more than help people buy and sell their homes: they’re helping to educate the community, build relationships, and volunteer to make a difference in their neighborhoods. 5

“This isn’t a traditional grant program: it’s a community investment,” explained SPAAR’s CFO Kara Maurer. “It’s a way for us to build on the story of what our agents are already doing.” Although SPAAR has been around since 1886, the grant program started three years ago. After it began as a pilot program the first year, it moved to SPAAR’s charitable foundation for the two following years. Each year, the program has awarded a total of $100,000 in grants to nonprofit organizations in the St. Paul region. “When we created the program, we wanted to ensure the grants were substantial enough that they would capture attention and help the recipients reach their goals,” said REALTORS® Charitable Foundation president Amy Peterson. Potential applicants to SPAAR’s grant program often have existing relationships with SPAAR’s REALTOR® members through their volunteer work in the communities. After that connection is formed, the non-profits become uniquely positioned to apply for and receive a grant to support their work. SPAAR highlights members who volunteer through monthly (“SPAAR Hero”) and annual recognition (“SPAAR Good Neighbor”) programs.

“This isn’t a traditional grant program: it’s a community investment.” After the foundation reviews the applications and narrows them down, the top five candidates give presentations, ask and answer questions, and explain why they would like to be sponsored. (Due to COVID-19, this year’s presentations took place virtually over Zoom.) This year, SPAAR recently announced that it approved three separate grants totaling $100,000. “The applications that were selected in this latest round are all very timely,” said Joe McKinley, SPAAR’s VP of Advocacy & Community Engagement. “They’re related to what has been occurring in our country in larger ways, which is exciting for our members.” The first grant winner that received $50,000 is the University of Minnesota’s Mapping Prejudice Project. Although it began in neighboring Minneapolis, the project is expanding to St. Paul in Ramsey County. Even though the Fair Housing Act

has been in existence for several decades, redlining and crowdsourcing research still consider a person’s race as they move through the process of purchasing a home. The Mapping Prejudice Project seeks to remove those restrictive covenants that have limited where people of color can own a home, helping to incite systemic change in St. Paul communities. “The Fair Housing Act is so important for our members, like the North Star that guides everything they do,” McKinley explained. “It seems so contradictory that these covenants still exist, so the Mapping Prejudice Project will provide a platform for our members to promote fair housing by removing them.” As the second grant winner, Safe Summer Nights – which is similar to National Night Out – received $25,000 from SPAAR’s charitable foundation. In a partnership that began between Tom Campion and the St. Paul Police, members of the community are invited to sit down together for picnic-style cookouts. By focusing their outreach efforts on underserved communities in the Twin Cities, it helps build relationships between the people who live in the community and the police. “It’s so heartwarming to see how these events are cultivated, with the police going door-to-door with fliers to invite people to the cookouts,” Maurer said. “Our members love the positivity and networking.” The remaining $25,000 grant went to Housing First Minnesota Foundation, which builds transitional housing for veterans. Through a partnership between the Realtors®, the builders, and the Minnesota Assistance Council for Veterans, the initiative helps veterans get back on their feet while providing support and resources to find permanent housing. “We don’t just write a check and move on,” Maurer said. “We’re trying to find ways to deepen these relationships, find ways to volunteer, and continue to contribute to the nonprofits in our agents’ communities, which is really important to our members.” To learn more about SPAAR and the grant program operated through its charitable foundation, visit www.spaar.com.

Advancing Leaders: Fuel for Forward-Thinking

A New Era of Leadership: The Turnaround CEO C David Gammel, FASAE, CAE, Principal, McKinley Advisors

The “turnaround CEO” is known for bringing an organization back from the brink of failure. Through intensive financial scrutiny and smart decisionmaking, these leaders reinvent distressed businesses. What they accomplish is often unconventional and bold — terms not typically associated with nonprofit leadership. Yet the events of this year have challenged all of us to redefine effective leadership. In the face of abrupt and steep revenue declines, massive disruptions to members and their industries, and physical distancing that compromises our ability to connect, a term has emerged that succinctly captures this evolved type of leadership: the new turnaround CEO. Why is the turnaround mindset so critical for association leaders right now? Besides the obvious business imperative, associations – like all organizations – must manage and motivate people in a time of extreme uncertainty and distress. From staff to volunteer leaders to members, individuals are looking to the CEO to restore confidence and foster inspiration. It is this psychological shift that distinguishes exceptional leaders. I recently sat down with Abe Eshkenazi, CEO, Association for Supply Chain Management (ASCM), Bob Chalker, CEO of NACE International and Jay Younger, President and CEO of McKinley Advisors to understand what it takes to “turn

around” a mission-driven, membershipcentric organization; one that three months ago, would have been described as thriving. Here are Characteristics of the New Turnaround CEO: Prioritize people above all else. People are fundamental. There is an emotional toll of the conversations, decisions and work that needs to happen. Leaders must motivate staff while remaining highly attuned to the implications that a crisis has on an individual’s stamina and mentality. Jay asked, “How do we responsibly allow recovery to take place for our staff so they can reinvest for the next round?” Reframe how the board functions. For most associations, decisions are made through consensus building. During times of crisis, the opportunity and time frame to gather consensus is significantly diminished. This makes communication, information and dissemination essential. CEOs should give significant forethought to who to advise, where to get input and how to make decisions so that board members don’t feel disenfranchised when those decisions are made. Bob shared an example of how he worked with the board to confirm where he had authorization, such as spending down a portion of reserves, and where he needed to come back for approval. Make rapid, strategic decisions. In times of significant and rapid change, the typical timeline for decision

making must be compressed. In other words, a turnaround CEO should think in months rather than years. You must quickly assess conditions, anticipate the impact of a decision, and focus on amplifying what’s working and be willing to cut back on what’s not. Abe compares this to preparing for and putting out a fire. Preventing a fire takes a lot of preparation and proactivity. But when you are actually fighting the fire, you must be directive. Immediate, rapid, strategic decisions must be made. Maintain transparency and consistency. Communication is critical. Bringing in the right individuals at the right time helps foster transparency and limit surprises. While messages should be adapted depending on the audience, you should maintain transparency and consistency within those conversations. Even more important, marry the talk with your actions and recognize that your audience, particularly volunteer leaders, are dealing with their own challenges. The magnitude of this crisis is bigger than anyone could have predicted. Having a very deliberate approach to your communications will foster trust and inspire others. Prepare for potential scenarios ahead. What lies ahead and how should your association respond? By applying a consistent framework to your forecasting, you will bring greater clarity to the short, medium and long term to empower action rather than speculation. This is not the time to preserve programs that have little impact or relevance. Double down on activities that create value and pull back on those that do not. Then look for chances to expand. Don’t hesitate. If you are reticent to take action, someone else in your market will gain the advantage. Some associations will retreat due to fear of the risks and focus on preserving reserves over proactive investment. The new turnaround CEO will embrace risk and rapidly invest in their organization’s future.

Advancing Engagement + Recruitment: Moving Membership

Should I Launch A Membership Campaign and Other Questions Facing Associations. A Guide to Making Decisions Today – And in the Future Sheri Jacobs, FASAE, CAE, President & CEO, Avenue M Group

Every day, we make thousands of decisions. Researchers from Cornell University (Wansink and Sobal, 2007) stated we make 227.6 decisions each day on just food. During the Coronavirus pandemic, some of the decisions we are making may have changed and these decisions can have more serious impact – possible life or death decisions. Let’s say your organization was planning to launch a member recruitment campaign in August. During a virtual staff meeting, one colleague expresses concern that a recruitment campaign could come across as tone deaf when so many members may soon become unemployed. Another colleague argues that it’s okay to launch a campaign if you use the right tone and communicate how the organization is helping members during the crisis. The HiPPO believes you should wait a month and then decide if you should launch a campaign. In many organizations, the HiPPO wins. A HiPPO is the Highest Paid Person’s Opinion. For associations, this can be a CEO, a member of the executive leadership team, or a committee chair or board member. When the highest paid person in the room shares their intuition, it can be difficult for others to question their statements. Intuition is key to marketing, but testing is also indispensable. It’s the marriage of intuition and data that helps organizations thrive. “You need intuition to discuss different approaches, come up with ideas and identify concerns, and data to filter out the good ideas from the bad. The companies that iterate and evolve are the ones that embrace intuition and data,” said Troy Henikoff, managing director of MATH Venture Partners as well as co-founder and former CEO of SurePayroll. Testing can be a game changer for your organization because it lets a target audience guide you to the right decision. Think back to discussion regarding launching a member recruitment campaign and imagine you work within a culture that embraces testing. In this case, your colleagues share their intuition on the right tone, offers and message, and you spend cognitive energy constructing the test for determining the best approach. Your prospective members can show you the right answer through their actions. You can create an A/B/C split test and use the results to make a decision based on data rather than intuition. If you create a culture that encourages

ideas to come from anywhere and anyone, you are more likely to iterate and learn at a rapid pace. Below are several takeaways and considerations for associations: 1. Use intuition to brainstorm ideas and test to collect the data to make decisions. Encourage your team to share their thoughts and concerns. To ensure their contributions are not influenced by others – conduct a poll or an internal survey but don’t share the results until you hold a meeting to discuss the project. Design a test that will enable your organization to move forward and collect some data in a controlled environment. 2. If you’ve seen one association, you’ve seen one association. In other words, marketing tactics that work (or don’t work) for one organization will not necessarily provide the same results for your group, even if similarities exist between target audiences. It’s not about “best practices,” it’s about learning what works best for your audience and your organization. 3. Test everything. Test tone, member value, timing, images, and marketing channels. A simple way to test different copy is to create a small sample from the overall contact list and split it into two groups. Use the results to send the more successful campaign to the remainder of the list. 4. Explore new pricing options and conduct the financial modeling. Unsure about how to price your annual conference now that it will be virtual? Begin by establishing your goals – participation, revenue, reach – and use financial modeling to create break-even, loss and growth scenarios. Consider testing either Buy One Give One (Not Get One) or Pay What You Can to ensure you keep your members during this challenging time. 5. Plan for mistakes and missteps. Not every idea will be a good one. If you incorporate intuition into your marketing efforts, you’re likely to experience hits and misses. When your intuition leads you down a path where your ideas are a success, take the lessons learned and apply them to other marketing efforts. When the hunch you had didn’t produce the expected results, celebrate this as well. Don’t stop taking risks. Act on your intuition and learn from it.

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Advancing Meetings + Events: In The Details

Nine Different Conference Planning Shifts To Adopt Jeff Hurt, Chief Epiphany Officer Empowered Epiphanies

The conference of tomorrow will succeed because of a focus on experimentation and innovation through the lens of what’s in the best interest of their primary customer. Conference organizers and their planning teams will courageously implement radical innovation. They will embrace an open-mindedness to try new things. These planning teams understand that to develop, grow and maintain their attendees’ loyalty, they have to challenge some of the conference dogmas of the past. They have to do conferences differently especially since most event uniqueness is no longer unusual. Too many conferences just copy what other conferences are doing thus ensuring a sea of event sameness and commoditization. Here are nine core ideas, nine different ways successful conference planning teams forge closer ties and stronger relationships with their target market and core community. (Adapted from findings of two Danish journalism researchers.) 1. From neutrality to identity. Your conference should let people know exactly why it exists and a futurefocused perspective of tomorrow’s success. It should not just be the neutral annual membership meeting required by your bylaws. 2. From anthology to niche. Trying to be all things to all people no longer works. It waters down your purpose and intention. Providing a

compilation of everything you’ve done in the past will not reach everyone. So don’t try. Instead, create strong bonds with a very targeted audience. 3. From herd to club. You are not after anyone who will pay your registration fee or speak at your event. Nor are you after all of your members at this one event. You want to attract a specific group. You want a loyal target market that serves as your advocates, evangelists and influencers. 4. From idleness to engagement. Stop thinking of your conference experience as a spectator sport where audiences are entertained and listening. Instead think of it as a participatory experience where your registrants act as main characters that collaboratively cocreate solutions to challenges they face. 5. From monologues to polylogues. Transition from one-way expert soliloquys and panel dialogues shared with passive audiences to dialogic, exploratory discussions as the audience connects and communicates with each other. Conversations about pressing issues and potential solutions happen in multiple directions thus create polylogues—many people talking to many others. 6. From arm’s length to cooperation. For too long, conference planning teams have evaded addressing the sensitive, delicate issues. They have avoided controversy in order to control a sterile, proper environment. The shift today is to not doge 10-foot pole topics that no one will touch to inviting authentic

adult dialogue as participants wrestle with difficult nuances. The foundation is that everyone agrees not to walk away with disagreement occurs. Conference organizers create and facilitate safe, secure spaces that foster respectful civic engagement not polizaration. 7. From solutions to struggles. Don’t just reveal and relay a solution to current challenges. Design experiences where audiences struggle with and wrestle with potential problems and their resolutions. Effortless education results in lost learning. When learning is more effortful, it is retained more and more likely to be applied.”

“The conference of tomorrow will succeed because of a focus on experimentation and innovation through the lens of what’s in the best interest of their primary customer. ” 8. From delivery to process. The old idea that the conference is primarily about delivering information and transferring knowledge shifts to a focus on participants’ processing information and learning it. People must be given time to think about new information, make sense of it and then consider how to apply it. Conference planning teams secure facilitators that give as much attention to how their audiences will process that information during the session as they do the development of that information. 9. From transaction to transformation. Traditional conferences are transactional: people pay to hear content and conference planning teams secure experts to present that information. Successful conferences instead focus on developing learning experiences where participants shift their thinking into new mental models. They leave with transformed ways of thinking and working.

Advancing Diversity & Inclusion: Journey Forward

Associations North Member Diversity + Inclusion Member Profile: Professional Liability Underwriting Society (PLUS)

Associations North Member Professional Liability Underwriting Society (PLUS) is committed to equity and proud of its diversity and inclusion initiatives. We interviewed Robbie Thompson, CEO at PLUS to learn more about it. What does PLUS do? PLUS provides education, community, and resources to individuals and companies that are active in the professional liability insurance industry. It is a robust society with 13 chapters and members from all around the globe. When and why did PLUS become involved in diversity and inclusion work? The insurance industry traditionally has struggled with diversity, but has been making real strides in the last few years. About 8 years ago, a passionate group of PLUS Board members recognized the strong business case for diversity of thought and perspective, along with the need to support the industry efforts, and began PLUS’s first coordinated D&I initiatives. What are the focal points of PLUS’s diversity and inclusion initiative? There are two main components to PLUS’s diversity and inclusion efforts. The first is its leadership and mentorship program called LAMP. LAMP works to advance the careers of those in traditionally underrepresented groups within the industry. The other component focuses on PLUS working toward being a leader in the industry for diversity and inclusion. This involves being intentional about everything PLUS does, such as training, board and committee member selection and structure, choice of speakers, and ensuring that every event provides a welcoming environment for all. This model strives to establish equity at every level. Can you describe the LAMP program in more detail? LAMP seeks to advance the careers of program participants, help motivated leaders fuel organizational success, and enhance the effectiveness of the professional liability community. During the one-year experience, participants

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“While it is difficult to change culture and develop programming, it is critical to the long-term success of the organization and important to association industry.” receive group leadership training, mentorship, and free attendance at the annual PLUS Conference and other educational programs. The PLUS Foundation will soon be assuming responsibility for the LAMP program as the Foundation’s core focus has shifted to supporting tomorrow’s professional liability workforce, especially those facing obstacles and from underrepresented groups. What successes have you seen since starting this work? One significant success is the number of LAMP graduates who are taking leadership roles within PLUS and their own organizations. Program participants have become a board member, chapter chairs, and sit on committees. Serving in these roles, these leaders make PLUS stronger and while building their professional brand. If an association wanted to start a diversity and inclusion initiative, how would you suggest they begin? There are many resources within Associations North that they can utilize as a starting point. They will also want to talk with other associations to learn about their initiatives. Most importantly, the efforts must be fully supported embraced by volunteer and staff leadership. While it is difficult to change culture and develop programming, it is critical to the longterm success of the organization and important to association industry. For more information on PLUS and its diversity and inclusion initiative, visit: plusweb.org/About/Diversity-and-Inclusion.

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Community Insights

5 Ways for Event Planners to Prioritize Mental Health

Choosing a career in the event industry is not for the faint of heart. Let’s face it: Event planning is stressful. The last-minute changes, demands from clients and surmounting urgency of a quickly approaching event can make it difficult to maintain a healthy work-life balance. The good news is that the industry is making self-care and mental health a priority. Here are some top ways to care for your mental health as a meeting planner: 1. Incorporate mindfulness exercises into your events. Any event, whether virtual, in-person or hybrid, should look at incorporating mindfulness breaks into the schedule, including yoga, breathing techniques, or a guided meditation. These are activities everyone can benefit from. 2. Get outside. When the work piles up, go for a walk outside where you can breathe a little deeper. Getting some (literal) outside perspective allows you to think through the big picture of your event, instead of getting lost in the details and lastminute changes. 3. Select simplified event locations. For events with an in-person component, choose a venue that will cut down on the amount of details you’ll need to handle, such as an event site located just outside a large city, as opposed to in a downtown area. Focus on walkable venues or ones with free an ample parking. 4. Take care of your body. A healthy body reflects a healthy mind, and to put on a good event, you must be healthy. Make regular exercise a priority and be conscious of your eating habits. Work with caterers 13

on healthy menus and develop a schedule that gives both the mind and body a much-needed break. 5. Define your priorities for the day. It’s easy to feel overwhelmed by all the needs of your clients and events. Selecting three to five priorities for each day allows you to focus your efforts instead of getting bogged down by the flurry of incoming emails and demands that come your way. Best of all, it gives you a sense of real accomplishment at the end of the day. Event planning is demanding, but when everything comes together, it’s extremely rewarding. Next time you plan an event, make your mental health and work-life balance a priority. When you’re the best you can be, your event will be, too. During this time of uncertainty, the team at Minneapolis Northwest is here to help point you in the right direction. Whether you’re planning a virtual, in-person, or hybrid event, we can help get you started and steer you through the process. Contact Ashlee Mueller at ashlee@mplsnw.com.

Amid uncertainty, weâ&#x20AC;&#x2122;ll point you in the

RIGHT DIRECTION.

MinneapolisNorthwest.com 14

Advancing Communications: Stay Connected

Take the Podcasting Plunge! Becca Stickney, CAE, Owner, Pique Consulting

Associations are devoted to helping members stay on top of the latest trends in their field. While content strategy is key, sometimes a leap outside our communication comfort zone can bring fresh ideas for connecting with our members. Many associations are experimenting with expansion into the world of podcasting. While at first it may feel intimidating, the learning curve is often rewarded with unexpected benefits. If you helped your members transition from conference calls to Zoom, from in-person meetings to virtual platforms, you too can podcast! Start by looking at your product portfolio and communication plan. Is it time to introduce a new mode of engagement? Perhaps your association typically offers in-person events as a way for members to connect, and you are seeking inventive ways to keep in touch and inform members remotely. Podcasting provides a new way to recruit, engage, and retain members. Audio content is easy for your members to access, and they can listen while they work, walk, cook, drive, and workout. It is an opportunity to share ideas, studies, articles, services, products, and best practices. Associations can use their podcast program to develop industry reputation and position themselves as an expert in their field.

“If you helped your members transition from conference calls to Zoom, from in-person meetings to virtual platforms, you too can podcast!”

If your association is considering podcasting, take some time to consider what your association offers that is unique. Be sure to choose an overarching theme that will continuously provide enough content to produce consistent episodes. Next, determine the format. Does it make the most sense to conduct interviews, promote products, discuss articles, or share personal experiences? In all decisions, involve your members by asking them what is most valuable to them.

Some associations create committees to lead the charge on content and interviewing, while staff drive the production. Regardless of the direction you take, aim to create a podcast that will be beneficial to your main audience. A common first question is, what expenses are involved? First consider whether you have the talent in house to produce episodes, or if you need to outsource. The amount of time and money spent is dependent on the number of podcasts you produce and episode length. From start to finish, one podcast typically takes 5-7 hours of production time. You will also need to purchase a hosting platform to upload episode files that are then distributed to other platforms such at iTunes. Equipment costs can be adjusted up or down depending on your budget. You can simply use your computer and recording software like Zoom, or you can invest in nice equipment like microphones, headphones, and a pop filter. Editing software is also a must, with both free and paid services available. If you invest in good quality recording equipment, it will pay off! Once you get going, how will you measure the success of your new endeavor? For some associations this includes the number of listeners and downloads, podcast reviews, increased website traffic, networking and referrals, product and service revenue, and revenue from sponsorship and advertisements. That’s right! Your association’s podcast program can provide an additional revenue stream by increasing your advertising and marketing space for sponsors. As your audience grows, you can charge for logo placement and commercials. You can also use your show to promote your own products or services (books, courses, or consulting, for example). Aside from the monetary benefits, don’t forget that podcasting is a new avenue for building your member base. If your podcast program hosts various guests for each episode, your network will expand and provide a platform to reach people you might not have been able to otherwise. Your ability to reach out to high-profile experts in your industry will also increase as your audience expands. Every person you invite to be a guest on your show can potentially become a valuable contact for life. Podcasting is helping associations take center stage. If your association has been sitting on the sidelines, now may be a perfect time to take the podcasting plunge!

Advancing The Essentials: Invaluable Insights

Liability Waivers for Association Meeting Attendees in the Era of COVID-19 Jeffrey S. Tenenbaum, Esq., Managing Partner, Tenenbaum Law Group PLLC T h is a r tic le s h o u ld n o t b e ta k e n a s le g a l a d v ic e ; th e a d v ic e o f a k n o w le d g e a b le le g a l p ro fe s s io n a l is s tro n g ly e n c o u ra g e d .

As we begin to contemplate and plan inperson meetings, should our association require all attendees to agree to a liability release and waiver (“waiver”) as a condition of attendance, assuming the risk of attendance and agreeing not to hold the association liable if the attendee contracts the COVID-19 at the event? If the association believes it can get most of its prospective attendees to agree to the waiver, it cannot hurt the association from a legal risk management perspective and may well help it to require such waivers. That being said, waivers are regularly challenged and nullified by courts for a variety of reasons; as such, they can virtually never be viewed as a complete liability shield and should never be relied on as such. Most courts, for example, will not enforce a waiver if it finds that the plaintiff was harmed by gross negligence. In order to avoid liability for negligence if an attendee contracts COVID-19 at the event (and can prove it was contracted at the event), waivers are no substitute for the association undertaking necessary health and safety measures; the CDC’s June 12, 2020 guidance for large gatherings may well establish the current “standard of care” that event organizers are obligated to follow to mitigate negligence liability risk. The event venue(s) has a shared obligation to provide for the health and safety of attendees; both to help protect attendees and to help mitigate the association’s liability risk, be sure to get the venue to agree to undertake – and

pay for – a specific, appropriate list of health and safety measures. The association’s commercial general liability insurance and workers’ compensation insurance policies – neither of which contain exclusions for communicable disease-related claims (as of yet) – should, at a minimum, provide a legal defense for the association should it be sued by an attendee or employee claiming that he/she contracted COVID-19 at the event; if possible, also try to get the venue to name the association as an additional insured on its commercial general liability insurance policy. If the association does end up utilizing waivers, consider adding a provision to the form whereby attendees affirmatively agree to engage in certain health-and-safety-beneficial conduct while attending the event (e.g., wearing a mask at all times in public areas, engaging in appropriate social distancing, not attending the event if the attendee is ill or has had recent exposure to a COVID-19 case). Below is a model attendee liability waiver for consideration by associations in connection with future in-person association events: Attendee assumes all risks and accepts sole responsibility for any injury (including, but not limited to, personal injury, disability, and death), illness, damage, loss, claim, liability, or expense, of any kind, that attendee may experience or incur in connection with attending the EVENT. Attendee hereby releases, covenants not to

sue, discharges, and holds harmless ASSOCIATION, its employees, agents, and representatives, of and from any such claims, including all liabilities, claims, actions, damages, costs, or expenses of any kind arising out of or relating thereto. Specifically relating to the global COVID-19 pandemic, attendee acknowledges the highly contagious nature of COVID-19 and voluntarily assumes the risk of exposure or infection by attending the EVENT, and that such exposure or infection may result in personal injury, illness, disability, and/or death to attendee. Attendee understands that the risk of becoming exposed to or infected by COVID-19 at the EVENT may result from the actions, omissions, or negligence of others who may attend the event or their families, colleagues, or others with whom they may have contact. Accordingly, attendee understands and agrees that this release includes any claims based on the actions, omissions, or negligence of ASSOCIATION, its employees, agents, and representatives, whether a COVID-19 infection occurs before, during, or after participation in the EVENT. In addition to all other rules and regulations relating to the attendee’s attendance at the EVENT, attendee agrees to comply with all COVID-related procedures that may be implemented by ASSOCIATION and EVENT VENUE, including, but not limited to, maskwearing and social distancing requirements and restrictions on certain activities that carry higher COVIDrelated risk, in order to protect as much as possible the health and safety of all EVENT attendees.

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

If you could learn one new professional skill (especially during virtual times) what would it be?

Lucy Persaud Samaroo Senior Manager, Graduate Education American Academy of Neurology

One professional skill I would like to master is to learn better ways of coaching and developing staff skills remotely.

Mary Christensen Support Services AGC Minnesota

If I could learn a new professional skill I’d like to learn how to make short videos that I can embed in my newsletters etc... It might help get more member views and engagement, and be a better substitute for meeting in person, which we are missing these days.

In our current environment we need to keep up with various options available to engage and conduct business virtually. Prior to now, I think I used Zoom maybe once. Now, I have at least 2-3 meetings per day via Zoom. Having three kids in three different classes this past school session meant being versed in Google platforms and various other learning apps. Being able to adapt to new technologies especially now is a vital skill.

Brandon Miller President MN Workers’ Compensation Insurers Assn

With today’s world being virtual and digital, I would love a class specifically to teach me tips and tricks on digital design for marketing.

Abbey Bryduck Executive Director Minnesota Asphalt Pavement Association

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

TUESDAY

AUGUST

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Key Elements and Processes of Government Relations At Your Desk 12:30 pm - 1:30 pm

Tactics for Sponsor and Exhibitor Engagement (and Results!) in Challenging Times At Your Desk 9:00 am - 11:30 am

In this presentation, you will learn what is important in creating and/or improving the organizational elements of an effective governmental affairs program. You will also learn where the focus should be on developing advocacy tactics and strategies.

Are you an association professional who needs to fine tune your sales approach? Understand the latest trends and expectations from the advertiser, sponsor and exhibitor community and learn how active listening and being empathetic can help those relationships for the short and long term.

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Key Elements and Processes of Government Relations

Webinar: 10 Non-Dues Revenue Ideas Youâ&#x20AC;&#x2122;ve Probably Never Seen

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Associations North Diversity + Inclusion Leadership Program

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November 19

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Keeping you and your association financially safe during COVID-19

By: Kate Cole, CAE, AAP, Executive Director, Financial Retailers Protection Association We are in a new storm with many different threats. While you think you’re staying safe from a virus, you may not be safe from bad actors. Now is the time to be vigilant and educated on the bad actors’ scams. Below is information on scams now being seen and ways for associations and individuals alike to protect ourselves. Associations • If you have applied for the Paycheck Protection Program (PPP) or the Economic Injury Disaster Loan Program (EIDLP) make sure you are ONLY responding to emails from the bank that you originally contacted. Look at the email address closely. When you do respond to requests, ask for details about the loan for which you applied, the amount, and the date you submitted the form. You do NOT have to submit a credit card, send funds, or pay for anything before you are approved. • With more of your staff working remotely, make sure they know who to call if they have technical problems. Bad actors are creating emails offering to sell or give away tech support. Some offer first hour free but then request a card on file. Don’t give access to your computer to unknown persons. • Continue to monitor your website for attempted hacking. Make sure your staff knows what to do if they receive a request for an emergency wire transfer. To ensure a wire transfer request is valid, forward the email back to the sender using an address on file. Wait for confirmation from the account holder. This step will help to ensure it is a valid request and their email has not been compromised.

Individuals • All US Citizens that are qualified to receive a stimulus check will receive one. If you receive an email or call telling you that they can get your money to you faster, it’s a scam. If you receive a text message regarding the status of your stimulus check, it’s a scam. Do not click on it. • The federal government does not have any mandatory COVID-19 testing currently. If you receive a call or email saying that you have been chosen for mandatory testing in order to keep your benefit, it is a scam. Do not, under any circumstances, let anyone into your home or business for testing. They will come in groups of two to four. You may be held hostage, and they will steal items from you as well as any personal information they can get you to provide. • Grandparents and the elderly are being targeted. Individuals, pretending to be a person’s grandchild, are calling to claim they have COVID-19 and need funds for life saving treatments. It is a scam. • With so many people out of work, the phone line and email inboxes with all state unemployment offices are overloaded. Bad actors are calling people, knowing that so many are now unemployed, asking for funds to put them on the top of the list for their benefits. It’s a scam! If you feel that you’ve been a victim of any Internet scam, contact www.ftc.gov/complaint and www.ic3.gov.

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association appreciation week Coming September 14-18!

Weâ&#x20AC;&#x2122;re going to make this week simple - no hard decisions required, just enjoy and know how much we appreciate you. Associations North thanks YOU, our members, for the innovative ideas, creative solutions and the difference you continue to make everyday. Watch for details to come and how to participate. Psst... Look forward to mindfulness + wellness activities, inspiring content, free resources, prizes and more!

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