What we heard from association leaders at PAR RevUP Summit.
We had the opportunity to interact with a particularly engaged group of association leaders recently at the PAR (Professionals for Association Revenue) RevUP Summit. It was fun, and not difficult to draw them to our booth for a good conversation. But being good marketers, we sweetened our appeal with a survey question and the chance to win a brand-new Stanley mug.
We simply asked, “What is your greatest challenge today?”
Granted, the process was far from scientific, and our respondents knew they were talking to a marketing agency. Still, we were struck by how many of their “greatest challenges” were directly related to branding, marketing, and communication.
“New ways to engage corporate partners that add value for them and drive non-dues revenue.” Sponsorships are down, and many industries are consolidating. Associations need to present a compelling case to their corporate partners and broaden their reach. This can be a big driver for rebranding. A recent rebranding by the Public Sector HR Association (PSHRA, formerly IPMA-HR) played a role in the sellout of annual conference sponsorships and contributed to their best financial results in a decade, alongside their efforts to refine the positioning and marketing of sponsorship opportunities.
“Personalization and member value.” Members expect the kind of curated online experience they experience get from top commercial websites. When the Wallace Foundation launched its newly overhauled website, the new site design enabled grantees, researchers, and advocates to sign in and choose what resources they wanted featured in their interactions with the organization.
“The impact of new competitors.” No longer are associations the only game in town for most industries and professions. Much of the education, connections, and community that used to be exclusive to associations can now be obtained from other sources—sometimes free of charge. Associations need to reach out to nontraditional sources for members and partners by broadening their horizons. Vertical Aviation International (VAI, formerly the Helicopter Association International) used its rebrand, new website, and renamed conference to engage with emerging sectors, including the burgeoning drone industry, among other areas of innovation, for the first time.
“Creating a culture that supports the drive toward revenue optimization.” It’s not just external marketing and PR that makes the difference. Associations have to foster change internally to position themselves for growth and relevance. The results of a content audit for the American Forest and Paper Association (AF&PA) revealed a whole new understanding of what members and sponsors valued and a multifold increase in online engagement.
We were glad to see that RevUP Summit attendees saw such a close relationship between marketing and their biggest challenges. That’s why at Yes& we say we don’t just solve creative problems; we solve business problems, creatively. And if you guessed that the successful associations we mention are recent Yes& clients, you would be right.
If you share any of these challenges—or have others you would like us to know about—we invite you to get in touch. We’ll be happy to sit down and explore what we can do to help.
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