May June 2019

FOCUS NORTH May/June 2019

Constructing a Path to the Future

Associated General Contractors (AGC) of Minnesota is using its 100th anniversary to remember its past and construct a path to the future. PG 5

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www.associationsnorth.com

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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

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The opinions expressed herein are those of the authors and do not reflect the opinions of Associations North. Editorial contributors in any area of association management are welcome. Articles accepted for publication are subject to editing

by Associations North.

Advertising is accepted on a space availability basis. Contact angela@associationsnorth.com or call 651-647-6388 for further advertising information.

Staff Angela Kisskeys, Co-Director VP of Operations & Communications Sarah Ruzek, Co-Director VP of Finance & Education

CONTENTS

Amanda Aldrich Events Manager

May/June 2019

FEATURES

Chris Villeneuve Membership & Office Manager

a Path Leaders: 5 Constructing 7 Advancing to the Future Fuel For Forward-

Mission

Thinking

Associated General Contractors (AGC) of Minnesota is using its 100th anniversary to remember its past and construct a path to the future

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.

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Diversity & Inclusion

In principle and in practice, Associations North values and seeks diversity and inclusiveness within the association management industry. Associations North advocates for and promotes involvement, innovation, and expanded access to leadership opportunities that maximize engagement across underrepresented groups in the Associations North membership.

Advancing Engagement + Recruitment: Moving Membership

The Inevitable Surprise of Executive Transition

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Moving Forward Together

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What’s CO-ing On?

18 Conversations 19 Calendar of Events 20 Brain Power

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3 Mistakes We Make with Welcome Emails

22 The North Experience Advancing Meetings + Events: In The Details

24 Et Cetera 25 Spotlight: Member in Motion

Nine Different Conference Planning Shifts to Adopt

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

Leadership Programs Lead to Effective Diversity and Inclusion Efforts

Benefits of Paid Advertising & SEO

Employee Handbooks: A Must-Have for All Associations

Board of Directors One of my favorite books or podcast is...

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

Anything by Stephen King, George R.R. Martin or J.R.R. Tolkien

Cassie Larson, CAE (Past - Chair) MN Nursery & Landscape Association Robbie Thompson (Chair - Elect) Professional Liability Underwriting Society

“Speed of Trust”

by Steven Covey Jr.

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

“Good to Great” by Jim Collins

Sarah Ruzek Associations North

Angela Kisskeys Associations North

Justin Bieganek Mercury Creative Group

Clara DeRosier MN Electrical Association

Travel books - on my way somewhere fun or made memories!

“Relentless” by Julian Edelman

“Switch” by The Heath Brothers

“Reply All” Podcast

Janel Fick Global Management Partners LLC Amanda Friedrich, CMP Visit Saint Paul

“To Kill a Mockingbird”

by Harper Lee “Girl Wash Your Face”

by Rachel Hollis

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

The Hidden Brain Podcast.

All about why we do the things we do.

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Moving Forward Together: Associations North Partners

YEAR LONG SPONSOR: AVEX Why we partner with Associations North…

AVEX is a long-time vendor/partner of Associations North (AN). We have had the distinct pleasure of growing alongside this organization and have benefitted from the relationships we have made with its members and staff. The opportunity to learn and network with the companies, planners, venues, and associations that utilize our services is crucial to support the growth of our organization. Here at AVEX, we believe that relationships are built on trust, not transactions, and through our partnership we have the opportunity to build and maintain those relationships.

“I can’t over emphasize the importance of our relationship with Associations North. AN gives us the opportunity to better understand the unique needs of an association. Through our membership, we are able to build new and nurture existing relationships, all while supporting the mission of AN.” - AVEX Team

PREMIER PARTNERS

ADVANCER SPONSOR

INNOVATOR SPONSORS

ENGAGER SPONSORS

CONNECTOR SPONSORS 3

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

What’s CO-ing On?

A Heart-Felt Thank You While discussing highlights and key successes to share with members at the upcoming annual meeting, we recently looked at each other and said, “it’s been a really great year!” Recognizing that we couldn’t have done it without the support of the Associations North Board of Directors, staff, volunteers and members, we want to give you all a heart-felt thank you!

2018-2019 has been a memorable year filled with opportunity and exploration. As Associations North continues to grow and thrive, we couldn’t be more proud. Here are learned lessons from the past year.

We continue to be inspired by our members. The Associations North Diversity & Inclusion Leadership Program (ANDI) launched in January 2019 and it was the committee’s tireless efforts to develop this cohort program and secure financial contributions that made it possible. 2019 introduced a three-part CEO Strategy Series with Mary Byers, CAE bringing together 26 chief staff executives to provide peerto-peer idea sharing, dedicated time to focus on strategy and practical tools to create a clear vision for the future of their associations. Meeting Planners Symposium brought our first-ever mini hack-a-thon. Other innovations were made at Solutions Conference, Leadership Conference, Insights Summit and other events throughout the year. Thank you to the 90+ members who volunteered countless hours and provided creative ideas serving on our committees.

Our members are busy and want resources easily accessible so Associations North introduced new resources to help members along your journey. The Samples & Templates resource center provides access to over 125+ policies, procedures and templates all in one location!

The Leader, a quarterly CEO newsletter, was launched to provide valuable insights and ideas to help chief staff executives thrive in their role. The 2019 Compensation & Benefits Study is now available and offered in digital format.

Thank you for entrusting us as your professional resource, we hope you have found great value in these new offerings.

We are thankful for all you do to serve the association industrY. We applaud each and every one of you for your role in making a difference. It was a highlight connecting with members at the Member Meet & Greets and visiting over 20 associations outside the office while hitting the pavement during members visits. See more from our recent member visits on page 12. Additionally, we welcomed nearly 130 new members this year! Our sponsors and partners continue to amaze us; we couldn’t put on such high caliber events without your support.

Associations make the world a better place and we thank you for your dedication to this industry.

It’s a great time to be a member of Associations North.

In the next year, we look forward to the exploration of member pain points and challenges to better serve you, the re-imagination of Solutions Conference with Annual Meeting & Expo, identifying a new membership structure to provide increased value and developing a three-year education calendar. Thank you to each of these task forces for your strategic thought, commitment and enthusiasm to advance the Associations North community.

We continue to be humbled and honored to serve all of you, our members. Thank you for a memorable year and we look forward to another engaging and rewarding year ahead.

Let’s celebrate at Solutions Conference May 21st and enjoy the outdoors together at the Golf Classic on June 6th!

Cheers to YOU and again, thank you!

Co-Directors, Associations North

Thank you members for

a great year! #yourock!

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Constructing a Path to the Future Associated General Contractors (AGC) of Minnesota is using its 100th anniversary to remember its past and construct a path to the future.

When AGC’s staff began to plan the centennial anniversary, they wanted to do more than simply throw a party that would be forgotten the next week. Instead, they opted to turn the spotlight on their members and kick off an entire year of celebrations recognizing their industry’s rich history and future potential.

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“We’re using the centennial to celebrate our members and also introduce ourselves to a new generation that might not be familiar with us,” explained CEO Tim Worke. “We’re an association of largely family-owned companies that have a lot of history, so there is a lot for us to commemorate.”

AGC of Minnesota was the first state chapter chartered by the Associated General Contractors of America. While the association was established on December 11, 1918, the organization chose to not only recognize that momentous date, but to continue the celebration throughout 2019. Its statewide membership of almost 400 companies is made up of general and specialty contractors, suppliers, and service providers that serve the commercial construction industry.

AGC staff and volunteers began the planning process by pouring over reams of historical documents to inspire activities and events. An opening reception, attended by more than 400 people, kicked off the festivities on December 11, 2018. A legacy and leadership dinner the previous evening honored past board chairs and leadership award recipients.

“We’re using the centennial to celebrate our members and also introduce ourselves to a new generation that might not be familiar with us.”

In late January, AGC invited member employees and their families to enjoy a day at Nickelodeon Universe at the Mall of America. Included in the event were activities to bring attention to the key industry issue of workforce recruitment and retention. In partnership with several member companies and representatives from construction unions, AGC created a hands-on, interactive experience in the rotunda to educate the public about career opportunities in construction, with opportunities for Mall visitors to operate equipment simulators, experience a jobsite through virtual reality, work with real bricks and mortar, and view robotics demonstrations.

In March, AGC installed a historical display in the north corridor of the State Capitol. Incorporating photos, artifacts, written materials, equipment scale models, and informational banners, the display offered an overview of construction’s labor-intensive past and technology rich present.

“The idea was to bring visibility to lawmakers about who we are and what our members can accomplish,” Worke said.

“When they appropriate funds for projects, it’s our members that do the work.”

During the two-week public exhibition, association members participated in an advocacy day at the Capitol, which included meeting with legislators in person.

Remaining 2019 centennial events were designed to offer members opportunities to network and further engage with the association. Members can look forward to a Twins game and a St. Croix River cruise highlighting the recently completed Stillwater river crossing. A reception in December will complete the anniversary year.

In order to facilitate increased personal connections with its membership, AGC is also conducting a Member 100 Tour, during which staff will visit member offices and jobsites.

“When a member has an event for their employees, we visit them wherever they are, serve root beer floats made with 1919 root beer, and conduct giveaways,” Worke said.

The Member 100 Tour has been especially helpful at connecting AGC with its members in Greater Minnesota, where member companies are less likely to have frequent interaction with the association.

To fund centennial activities, AGC looked primarily to its affiliate members for sponsorships. They offered tiered sponsorship levels to give affiliate members the opportunity to honor and thank their contractor customers. This support has enabled the association to deliver high-quality events, keep costs to attendees at a reasonable level, and make events accessible to a greater number of participants.

As Worke thought back on the centennial planning process, he offered some advice to other associations interested in doing something similar. “It takes planning (sometimes years), and it can be difficult to do with just your own staff. Consultants can be key to pulling elements together.”

To learn more about AGC of Minnesota’s centennial, visit www.agcmn.org/centennial.

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Advancing Leaders: Fuel for Forward-Thinking

The Inevitable Surprise of Executive Transition Stephen Usery, MBA Leadership Advisors, LLC

One of the hallmarks of strong, strategic leadership is to anticipate and prepare for “inevitable surprises.”

At some point, every successful association will go through an executive transition. It is inevitable. But why don’t more organizations plan for the inevitable? Whether the transition is well anticipated, or brought about by unexpected circumstances, there is both great risk and great opportunity.

2. When a transition is imminent, the Board should step back to assess what sort of leadership is needed for the future. Leadership transition frequently leads to a reassessment of strategy, current programs and projects, organizational structure, finances and more. The Board should hire a leader not just for the present state of the organization, but to drive the future as well.

Here are a half-dozen tips to help ensure a successful transition:

3. The Board should consider bringing in an interim leader to allow time for careful assessment of long-term needs. An experienced interim executive can maintain ongoing operations, deal with problematic issues (clearing the way for a new permanent executive) and provide new perspectives to the Board.

1. A formal, written, Board-approved transition plan should be in place at all times. The plan may not be implemented for years, or it might suddenly be required tomorrow.

Thinking about the key steps required for a transition, well before the fact, provides a solid foundation for success.

Key elements of the plan include notification requirements for the outgoing executive, the composition of a search/transition committee, an outline of the search process, internal and external communications plans, and an on-boarding process for the new leader once hired.

“one of the best legacies a longtime leader can provide their association is to make sure it is ready for the inevitable.”

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The skills required of a leader in the short term may be very different from those required over the longer term.

The right interim executive can help bridge that gap.

4. Hiring the new leader is only the mid-point of the transition process.

A well-planned onboarding process will help the Board, the new executive, and staff coalesce as a team. Rather than have a Search Committee whose role ends when the new executive is hired, the Board should form a Transition Committee whose role includes the onboarding process.

5. Often overlooked is Board level training – clearly defining the roles of

the Board, how the Board and executive can best work together, and crafting Board level goals to fully utilize the expertise and experience available. This is an excellent topic for a Board retreat early in the new executive’s tenure.

“One of the hallmarks of strong, strategic leadership is to anticipate and prepare for inevitable surprises.”

6. Open and honest communications are always critical, but no more so than during the first year of an executive transition. The Board, the new executive, and staff should all have forums to identify and discuss concerns, resolve conflicts, and ensure a consistency of vision. Key to success in this regard is the role of the Board chair – who needs to be well prepared for this task.

Understandably, many executives are reluctant to raise this topic with their Board. They may be contemplating moving on (or retiring) but don’t want the Board to know of those plans yet. They may fear that such a discussion could lead the Board to decide it is time for a leadership change.

One of the best legacies a long-time leader can provide their association is to make sure it is ready for the inevitable, so that it is not a complete surprise.

Advancing Engagement + Recruitment: Moving Membership

3 Mistakes We Make with Welcome Emails Cathi Hight, Hight Performance Group, Inc.

Don’t overlook the importance of the welcome email that you send to new members. This initial email after making the decision to join will set the tone that you cannot do over. The power of the welcome email at the onset of a new member relationship can yield an open rate that is 3x that of a promotional one and will have a 135% higher clickthrough rate if you do it right. Put yourself in the shoes of a new member who made a conscientious decision to join your organization, invested in some hard-earned dollars, and is now anticipating on “What’s next?” in the journey of being part of your community.

If new members then receive payment confirmations, messages that provide their log-in credentials and a bombardment of promotional emails, does that create a “red carpet” feel or buyers’ remorse? Is the “Welcome” what they expected and that you planned to deliver? Probably not.

To ensure that your welcome email kicks off memorable firstyear experiences, avoid these common mistakes of creating bad first impressions and to ensure your new members are happy with their decisions.

The “Canned Email” Using a generic subject from an unrecognizable sender that lacks personalization feels empty. It lacks warmth, appears to be a “one size fits all” approach and makes new members feel “herded.” You can create a warmer experience and one that encourages members to open your emails by: • Using a meaningful subject line that catches the new members’ attention, like “John, now that you’ve joined, what’s next?”

• Use a recognizable sender name and address rather than membership@acme.org. Molly@acme.org is more likely to be opened and no-reply emails are not allowed!

• Be mobile friendly since 55% of all emails are opened with a smartphone or tablet. Which is why subject lines should be shorter than 50 characters.

• Get personal and acknowledge new members by name.

Write with a conversational feel that doesn’t sound like a robot talking. If you were talking to a new member on the phone or in person, how would it flow? This is the start of a new relationship and it should feel like one.

Focus on You and Not the Member Spending too much emphasis on talking about your mission, strategic plan or promoting additional “things to buy” can make new members feel overwhelmed. Make them feel good about joining and excited about what’s to come by: • Give a sincere “Thank you!,” express how excited you are to have them as a member and emphasize that they are part of something really special.

• Reinforce their decision to join by saying something like, “You’ve just joined a community of 3,000 leaders who represent over 300,000 professionals in Austin!”

• Remind them that you are working on their behalf and that this is a partnership. Let them know what kind of content you will be sending (i.e., newsletters, updates, invitations) and how often they can expect to hear from you. Encourage them to provide input and to share information with their peers.

No Call to Action Help them to get off to a good start by giving them a few things to do to get started, like: • Provide a link to upcoming events/programs and customize the list based on specific reasons for joining (e.g., networking, education, issues-based meetings).

• Invite them to be social by encouraging them to join in on online dialog and provide the social media buttons to get access instantly. Point out if you offer Special Interest Groups (SIGs) or Professional Development Forums so they can self-select communities of peers.

• Ask them to schedule a one-on-one call or meeting with a staff or volunteer who can help them to create a customized engagement plan. Give them a link for who to contact or send an online request.

• Give them an online checklist of things to do to get started with tips from other members.

• Tell them what action you will be taking to follow up with them so they can anticipate your call or next email.

Don’t miss out on this opportunity to create an email that makes new members glad they made the decision to join and launches them on a successful 1st-year journey. This opportunity only happens once for your new members. Make it count!

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Advancing Meetings + Events: In The Details

Nine Different Conference Planning Shifts to Adopt Jeff Hurt, 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 with 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 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 listen.

Instead think of it as a participatory experience where your registrants act as the main characters that collaboratively co-create solutions to their challenges.

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 creating 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 dodge 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 when disagreement occurs. Conference organizers create and facilitate safe, secure spaces that foster respectful civic engagement.

7. From solutions to struggles.

Don’t just reveal and relay solutions to current challenges. Design experiences where audiences struggle with and wrestle with potential problems and their outcomes. Effortless education results in lost learning. When learning is more effortful, it is remembered and applied.

“Too many conferences just copy what other conferences are doing thus ensuring a sea of event sameness and commoditization.”

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 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 the event with transformed ways of thinking and working.

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Advancing Diversity & Inclusion: Journey Forward

Leadership Programs Lead to Effective Diversity and Inclusion Efforts Jenna Kellerman, LeadingAge Minnesota 2020 Diversity & Inclusion Leadership Program details coming this fall: associationsnorth.com/andi

Addressing the topic of diversity, inclusion, equity, and cultural humility can be one of the more challenging and emotionally charged efforts faced by an organization.

According to Jim Zaniello, president and founder of Vetted Solutions, and James Pogue, CEO of James Pogue Enterprises, “most Diversity and Inclusion programs fail.” They share that many organizations implement check-box programs. Do we have enough women? Check. Do we have enough people of color? Check. Unfortunately, those check-box efforts don’t work to create a culture of respect and inclusion.

What does work? According to the Women in the Workplace 2018 report (Krivkovich et al., 2018), “Companies need to change the way they hire and promote entry and managerlevel employees to make real progress.”

Cue the team at the American Academy of Neurology (AAN).

The AAN started their journey into diversity and inclusion work more than five years ago, with a focus on creating diverse member leaders.

“Our members are predominantly Caucasian and until recently majority male,” said Christine Phelps, Deputy Executive Director, American Academy of Neurology Institute. The organization realized to make change they needed to see diversity in leadership.

“It’s about offering opportunities to people and making sure we do as much as we can by developing leaders.”

A task force was formed, and it recommended developing Diversity Leadership Programs with a focus on gender, race, and ethnicity. In a very short time, the number went from two to over 10 programs. The goals for the Leadership Programs are to achieve a more inclusive membership, recruit a diverse workforce, and provide opportunities for leadership development and advancement.

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“We are doing this so we can engage a diverse group of professionals in committees and governance in our organization,” shares Phelps. “Many graduates of the Leadership Program have gone to serve on AAN Committees, which have enhanced our organization.”

A key factor in the AAN’s success is that this change has been organic. “It hasn’t been about checking the box,” Phelps explains. “Workforce and organization systems are better because you get differing opinions and life experiences. It’s not that we had the wrong people at the table, we just have a greater breath of experience.”

Although the AAN’s work in recruiting and developing a diverse set of leaders is showing signs of success, the process has not gone without challenges. “It comes down to comfort,” says Phelps. She explains that organizations must overcome peoples’ biases, and individuals must understand that they have internal biases. A good place to start, Phelps recommends, is with the Harvard University Implicit Association Test.

The AAN has come a long way in just five years. “It’s not a novelty anymore,” Phelps says. “Now when I go to committee meetings, equity, diversity, and inclusion are part of the discussion. When we are developing curriculum and inviting speakers we want to make sure we have inclusion. This is for the better of everyone.”

The AAN has seen success. They see people of color in governance, 40-50 percent of new residents are women, and four of the six officers on the American Academy of Neurology’s Board of Directors are women. “I envision the rest of my career helping people who are coming up behind me” says Phelps. “It’s about offering opportunities to people and making sure we do as much as we can by developing leaders.” To learn more about the American Academy of Neurology Leadership Programs, visit AAN.com/view/leadership.

• Harvard University Implicit Association Test: https://bit.ly/1m808ph • Meet the ANDI Class at Solutions Conference 5.21 • Do you have a noteworthy D&I story to share? Let us know

Additional Resources

Associations North: Out in the Community

Associations North enjoyed a day on the road visiting members. The day was all about connections and conversations. We learned more about what our member associations do on a daily basis, got to meet new friends, toured office spaces, enjoyed enlightening conversations and had a lot FUN too!

We will be hitting the road again on September 6th and would love to see you.

If you are interested in a visit, email: chris@associationsnorth.com.

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SPONSORED CONTENT

Community Insights

Planning Premier Golf Events As Golf Operations Manager of Rush Creek Golf Club, Jenny Stendahl masterfully works with groups to host memorable events. Discover her top tips for success.

Located 20 miles from downtown Minneapolis, Rush Creek Golf Club is Minnesota’s premiere golf facility. Rush Creek has been named “Best Public Golf Course in the City”

by Forbes contributor, Larry Olmsted.

1) Goals and Planning: While all opinions are valid, ultimately there should be 1-2 key decision makers who keep things moving along. Establish goals ahead of time, then dive into the fun extra details.

2) Signage: Bring your own signage or specialized branding, such as sticking branded decals on golf carts or pin flags. “At Rush Creek, you can opt to have your logo on its golf carts’ GPS system!” Jenny says.

If it’s a longer shower, groups can head back to the club house for food and drinks for an hour or two before resuming play.

New to golf or haven’t played in a while? Jenny offers her tips for beginners.

3) Scramble Format: For groups, go with the Scramble format.

Teams of four people select the best drive, the best second shot and so on, until the ball is in the cup. This format keeps the game moving.

“If you’re nervous, ask the staff questions because they love introducing golf to someone who’s not familiar with it,” Jenny says. And you can rest easy – “golfers love the social aspect of the sport infinitely more than anyone’s ability,” she says. If you’re still worried, consider a practice round before the big event.

4) Get Creative: Host a trendy wine-and-paint night, have a bagpiper serenade golfers as they tee off, or add a round of bean bag toss to the start of each hole. Consider incorporating contests, such as longest drive or closest to the pin contests.

5) Food Options: Cater to your audience. Consider cocktail hours, buffets or sit-down meals. Grilling/BBQ themes are very popular in the summer, along with fancy steak dinners for more formal events.

6) Prizes: Winners love a reward. Whether you’re having a silly contest or want to reward the winning team, make sure to pick out gifts, prizes or gift certificates.

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7) But what if it rains? Often rain passes through without much delay and groups can continue playing within minutes.

No matter your skill level, you must keep moving along.

“You don’t have to be good to keep up,” reminds Jenny. And dressing the part never hurts. “Look the part of a golfer and you’ll feel like a golfer,” she says. Generally, no jeans, cutoffs, sweatpants or sandals.

Ready to start planning your event? Contact the team of area experts at Minneapolis Northwest. We’ll match you with the perfect venue and resources. Also, ask about our Event Assistance Fund to help with the cost of your event.

Contact Megan Diaz, Director of Business Development: megan@mplsnw.com

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Advancing Communications: Stay Connected

Benefits of Paid Advertising & SEO Zach West, Creative Graphics

What is Paid Advertising, or Pay Per Click (PPC) Advertising?

Pay-Per-Click, Cost Per Click, Search Engine Marketing, {Insert the latest keyword}. Whatever you wanna call it, paid advertising can be a good way to get leads to your website.

Paid advertising is accomplished through search engines like Google and Bing, and it can also be done across social media channels like Facebook and LinkedIn. PPC ads can provide conversions faster than SEO because the ads appear at the top of the search results in Google. Top placement is good for branding your association as well as getting people to click through to your website.

To oversimplify the concept a bit, your association creates ads and will organize them by campaigns and ad groups. You then bid on keywords associated with your services in order to appear on the top of search results and get conversions.

For example, if a company provides recycling services, they’d bid a certain amount of money to appear for keywords such as “appliance recycling.”

You are only charged if someone clicks on your ad. The cost-per-click is based on a number of factors, including competition, quality score and how relevant your ad is to the search.

If executed well, paid ads can deliver conversions quickly. If executed poorly, companies can lose money in a hurry. But hey, no pressure, right?

This topic is very deep and I could dedicate a whole article or two on the subject. To break it down to a brief, bulleted list, your association is more likely to have PPC success if you have the following pieces in place: • Transparent brand voice. No corporate jargon or vague copy.

• Clear, simple product or service offers.

• Easy user experiences with clear pathways pointed to a desired end goal. Simple overview –> Straight-forward callto-action –> Submission form with a clear result.

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80%

Paid search ads increase brand awareness by 80% and mobile devices account for 53% of paid clicks.

That’s Great, But What About SEO? Search Engine Optimization (SEO) is one of the most important things you can do for your website and your traffic. SEO is a topic with a lot of layers. Here are two basic things to know about it: 1. Search Engine Optimization Helps You Show Up Higher in Google Search Results If your website shows up closer to the top of search results, more people will visit your website. Who doesn’t want that?

More visitors = Higher potential for new clients and customers.

2. Your Association’s Website Will Be More Relevant to Potential Customers Through extensive research and strategic keyword placement, you can optimize your website copy to speak directly to your ideal target audience. That’s the corporate way of saying that good SEO appears natural and conversational.

Your web pages should feel as though they’re talking directly to the end user. You know a guaranteed way to ruin your copy?

By stuffing too many keywords into it! Don’t overload your copy with keywords. It looks spammy and it doesn’t work.

These were just a few benefits of paid advertising and search engine optimization. We encourage you to invest in both of these and help increase your brand awareness.

Advancing The Essentials: Invaluable Insights

Employee Handbooks: A Must-Have for All Associations Arlene Vernon, HrX, Inc.

Frequently the last “to-do” item for an organization is writing or updating their employee handbook. It’s a mixture of lack of desire, not knowing where to start, and not having the expertise to know what should and shouldn’t be in a handbook.

The most recent handbook a client sent me to audit was prefaced with “we had this written by a professional.” But sadly, they had not. It was disorganized, incomplete, and seriously out of compliance – which just made me sad.

The reality is that while we’re experts at the services we provide our customers and members, in other areas we just don’t know what we don’t know.

A well-written handbook should be the guide for you and your managers to reference for consistency and to take the “personal” out of employeerelated decision making. Does the association pay for snow days? What if the employee has exhausted their PTO? Does sick time count towards overtime?

What information is confidential? How many breaks can employees take?

How many weeks can a new employee take for a medical leave or parental leave? All of these decisions should be

“Many organizations create a handbook, and like those long-lost job descriptions, they’re soon forgotten.”

clearly stated in a handbook, so that you’re making objective HR decisions regardless of whether you like the employee, they’re a top performer, or have an attitude problem.

Many organizations create a handbook, and like those long-lost job descriptions, they’re soon forgotten. So, find your handbook, dust it off and assess whether it’s providing you the day-to-day support it’s designed for. Here are some core policies that every handbook should have: • At-Will Employment • Equal Opportunity • Employment Definitions • Conflict of Interest • Pay and Timekeeping • Rules of Conduct • Harassment • Attendance • Confidentiality • Benefits • Breaks and Holidays • Paid Time Off • Medical and Parenting Leave • Other Leaves Additionally, you need a protective Introductory Policy and Signature Page that your handbook revokes all previous policies, that you have the right to change and modify these and future policies without notice, that your handbook is not all-inclusive, that it’s not a contract of employment, and that all employees are required to read and abide by the policies.

If you don’t have a handbook, ask yourself how much additional work not

having one is creating. Then, borrow several other handbooks and draft your own, consciously writing policies that are right for your association. The handbook has to fit your culture and your philosophy for treating employees.

Then have it reviewed by someone who truly knows what the State of MN, Federal regulations and local laws require. When you’re busy running an association, unless you have a dedicated HR person, it’s difficult to track the old and new laws that affect us. I recommend having the handbook reviewed by an HR professional and by an employment attorney. The HR professional will offer you the practical administrative review that comes from the experience of managing HR on a day-to-day basis. The employment attorney provides the compliance review.

If you already have a handbook, when was it last updated? Does it work? Are you making more exceptions than follow what’s written? What gaps need to be filled? Have you grown or downsized into new categories of compliance? At 15 employees you must comply with the Americans with Disabilities Act. Minnesota uses 21 employees as its threshold for many regulations. And at 50 employees FMLA may apply.

Once updated, present details of the handbook to all employees, so everyone understands their expectations, accountability and benefits. It’s your responsibiliy to educate everyone and ensure your handbook is the useful tool it’s designed to be.

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COMMUNITY. IMPACT. Doing our part to bring people together.

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952-447-5044

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

What is one thing that surprised you working for an association?

Joseph Satter Senior Director of Communications Minnesota State Bar Association Hennepin County Bar Association Ramsey County Bar Association

Realizing how much you actually make an impact on others (volunteers, members, staff) and how much of an impact it also makes on you.

I was surprised how involved our members were, beyond just governance. Members help plan networking events and educational seminars, write articles, create community service programming, provide mentoring, serve as association ambassadors, and so much more. I’m honored to get to work alongside so many awesome members.

Jacquie Durant Program Manager MN Dental Association

Chris Villeneuve Membership & Office Manager Associations North

I’m always surprised by how much time, effort and treasure volunteers are willing to put in for the greater good of their industry and organization. In a world that is becoming more and more focused on “what’s in it for me,” I’m pleasantly surprised about the endless generosity of the members I’ve represented.

The amount of meetings and events that are planned and executed throughout the year. Education and networking are a big part of Associations North and associations in general.

Tyler Verry, CAE Executive Director MN Academy of Ophthalmology

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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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TUESDAY MAY

6

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THURSDAY JUNE

TUESDAY JUNE

Solutions Conference with Annual Meeting & Expo Hyatt Regency Minneapolis 7:30 am - 4:00 pm

34th Annual Golf Classic Prestwick Golf Club, Woodbury 7:30 am - 3:30 pm

Webinar: Using Digital Analytics to Drive Your Association At Your Desk 12:30 pm - 1:30 pm

Expanded education, deeper learning and enhanced trade show await you at Solutions Conference.

Connect with industry experts and walk away with the ideal mix of inspiration and solutions you’ve come to expect while discovering new strategies and innovations to move your organization forward.

Join Associations North for our 34th Annual Golf Classic. It’s an 18-hole best ball scramble tournament with great networking, prizes, contests, golf and more! Being a good golfer is NOT a requirement, it’s all about having fun and golfing a great course.

Online, mobile and social media networks have made it easier for associations to reach their members wherever they are. These platforms spit out data and analytics that can fuel your marketing efforts and boost member engagement — but only if you plan properly and know what to look for

Upcoming Events May 9

June Webinar: Go from Worrier to Warrior. Practical and Fun Stress

34th Annual Golf Classic, Prestwick Golf Club

Reduction

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Advocacy Meetup Group

20

Associations North Diversity & Inclusion Program:

18

Webinar: Using Digital Analytics to Drive Your Association

Executive Presence - LAB on Skills

26

21

Solutions Conference with Annual Meeting & Expo

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Webinar: The Non-Obvious Solution to the Employee Engagement Equation

Webinar: Cross-Generational Member Engagement

Membership Meetup Group

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CEO Strategy Series: Leadership Development

August

July

19

6

25

Associations North Diversity & Inclusion Program:

1

Member Meet & Greet

Conflict as a Productive Tool and Change Management

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6

CAE Informational Meeting

Meetings Meetup Group

7

Webinar: Who Is Afraid of the Big Bad Camera?

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Membership Meetup Group

BRAIN POWER Why Multitasking Isn’t Good for You

By: Jeff Davidson Multitasking has now been touted for more than a decade as a way to stay productive in a world that requires more and more of you. The idea is that if you can handle two or more tasks at the same time, then, by golly, it must be more productive and time saving. Multitasking is analogous to multi-switching. In 2012, research published in Psychology Today showed that “Multi-tasking is a myth. You are really task-switching.” Moreover, “if you do a lot of switching in a day it can add up to a 40 percent loss of your productivity.”

What Did You Miss?

Consider this scenario: You’re in a retail showroom that features widescreen television sets. While you’re looking at one screen, the one to the right is displaying a different program. As you turn to take in that screen and then look back to the left to take in the first, think about it: Did you miss anything? You can continue switching back and forth between screens, but if any action occurs on either, you are at a bit of a deficit since you can’t give one your constant attention.

The same is true with multitasking. Even with relatively simple tasks, when switching back and forth between them, you never quite achieve the momentum and level of productivity you are capable of if you remain on one task at a time and take it to completion.

While in a few instances, multitasking is okay as an operating procedure, these generally involve familiar, non-complex tasks. In almost all cases, however, you are simply not doing your best.

So, why do people multitask at all? For one, it provides the illusion of greater productivity. After all, aren’t you balancing two items at virtually the same time? Actually, you’re not. During the time you switch between tasks, even when it takes a fraction of a second, your brain has more work to do than if you stayed focused on one thing.

As a result, you’re not saving time or elevating your productivity – indeed, you’re diminishing it.

No Choice?

Unfortunately, many people don’t feel like they have a choice. “So much is demanded of me that unless I double up or triple up on tasks, I’m not going to make it.” This feeling is erroneous. It also undermines your ability to do your best work.

Perhaps worst of all, the perceived need to multitask also sends the wrong message to your subconscious. When you do it because you feel you have no other options, you’re essentially saying to yourself, “I can’t make it any other way,” and “I need to do this to keep up or otherwise I’ll fall behind” and other unhelpful messages.

Focusing on one thing at a time, soon enough, will prove to be its own reward. Your level of concentration will rise, as will your productivity and peace of mind. When you develop the habit of doing one thing at a time, you’ll begin to experience a renewed sense of inner satisfaction..

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It’s not about being the best golfer, it’s about having fun, making connections and playing a great course!

Golf One of the Twin Cities Premier Golf Courses

Thursday, June 6, 2019 Prestwick Golf Club, Woodbury

REGISTER TODAY! associationsnorth.com/golf 21

WE’RE READY. ARE YOU? Solutions Conference with Annual Meeting & Expo Tuesday, May 21 | Hyatt Regency Minneapolis associationsnorth.com/solutions

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EXTRAORDINARY BY

CONTACT US www.earlebrown.com • 763-762-9946

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Et Cetera: Association Extras

WELCOME, NEW MEMBERS! Mackenzie Bennett

Hampton Inn and Home2 Suites by Hilton Brooklyn Park

Sara Camps

Synergos AMC

Cynthia Jones-Banks

Global Management Partners, LLC

Ruth Kraemer

Minnesota Educational Facility Management Professionals

Bryan Mowry

Global Management Partners, LLC

Amber Murphy

Professional Liability Underwriting Society

Yande Musonda

Discover St. Louis Park

Jaime Nolan

Skip Rock Consulting

Trisha Reinwald

Metropolitan Alliance of Connected Communities MN

Sandra Sabo

Sandra Sabo

Heather Smith-Ahrens

Greater Alexandria Area Association of REALTORS®

Becca Stickney

Pique Consulting

Chad Weinstein

Ethical Leaders in Action, LLC

Laura Zenz

League of Minnesota Cities

NOW AVAILABLE! 2019 COMPENSATION & BENEFITS STUDY The 2019 Compensation & Benefits Study is now available for purchase! Order your copy and be the first to have access to data and trends from over 85 Midwest associations and over 1,100 organizations nationally. Get your digital copy at: associationsnorth.com/salary.

2019-2020 MEMBERSHIP RENEWALS Associations North is excited to head into the second year of our 3-year strategic plan, this July. Watch for details on exciting new education, programs and services coming your way like the Resource Center and Compensation & Benefits Study this year. To prepare for the upcoming year, 2019-20 membership renewals will be emailed soon. 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.

LEADERSHIP CONFERENCE IS OCTOBER 6-8 Mark your calendar for Associations North 2019 Leadership Conference: October 6-8 in Rochester, MN. If you haven’t attended before, it’s a two-day retreat designed for all association professionals to provide relevant education and proven strategies to strengthen your association. Rochester welcomes all members to this conference and guarantees an unforgettable experience. Details to come! Learn more at: associationsnorth.com/leadershipconference.

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

Matt Anfang Executive Director MN Commercial Association of Real Estate/REALTORS®

Words to live by...

Do unto others, as you would have others do unto you.

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

Grilling in summer.

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

What is the best purchase you have ever made?

Build something.

My wife’s wedding ring.

How do you recharge and relax?

I enjoy the activities of my kids, but left to my own time, I’d binge watch on Netflix / Prime.

Who was your childhood idol?

The 1980 Olympic Hockey Team.

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What gets you out of bed every day?

Your biggest pet peeve with modern technology...

Low battery life.

Knowing that something I may do will have a positive impact on someone’s day.

More Than A Meeting, It Is Your Next

193,000 Square-Foot Arena and Convention Center, and a whole world to

explore .

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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