Association Field Report (April 13, 2020)



Hi, friends. Update from the field, it’s Monday, April 13.
I’ve got news for you, it won’t come back the same.
Your sponsorship program that you knew needed adjustment will need to be updated now. The type of program that was always event based, didn’t have any virtual components, and didn’t bring in all the assets of the organization. You’re going to have fewer member prospects and fewer members that are going to renew. You’re going to have to be outbound and engaging with these folks. It’s going to take more work to get a renewal and more work to get a new member than ever before. You knew that your annual conference, that was big and broad, wasn’t really connecting with your younger audience. You’ll have to adjust them to possibly be smaller, more unique, and more targeted events. I’m not sure how long it is going to be before people start getting on planes and going to big events.
All of these adjustments are going to have to happen, because it won’t be like it was before. I think you’re ready for it. We’re seeing associations now talking to us about changing their sponsorship program. At first, they were going to kick the can down the road, maybe another few months to see how things will play out. Now, they’re like, “No, we got to change it right away!”
Are you that type of leader? Are you that type of association? I think those are the ones that are going to survive this and we’re with you all the way.


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