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Cute little detective with evidence against brick wall

When making decisions that have a significant impact your associations strategic direction, or its members, it’s crucial to rely on solid evidence. Just like you wouldn’t build a house on shaky ground, you shouldn’t base strategic decisions on gut feelings alone.It’s paramount that decisions impacting our members are anchored in concrete evidence. This means truly understanding the nuanced needs, preferences, and challenges of your members and the sector you operate within.So, where does one find this invaluable evidence? Some of my favourite places include:<ul><li>Your Current, Past, and Never Members: It’s right under your nose. Directly engage with your market through surveys, focus groups, and feedback forms. Understand their firsthand experiences, challenges, and aspirations. This continuous feedback loop ensures that the association remains attuned to evolving member needs. It can also offer insights into potential areas of improvement or untapped opportunities.</li><li>Stakeholders: From sponsors to industry experts, their external perspectives can shed light on areas that may be overlooked internally. Regular check-ins, surveys, and collaborative workshops can help harness their insights.</li><li>Other Associations:&nbsp; This immensely useful information source is often overlooked. Don’t need to reinvent the wheel when other associations have overcome similar challenges. Collaborating and sharing knowledge with other associations (even from unrelated industries) can lead to better strategies for all involved. If you’re short on connections, check out the ‘<a href="http://www.answers.net.au/" data-mce-href="http://www.answers.net.au/">Answers for Associations</a>‘ free online community. One click on the “Ask the Community” button sends your question to over 2,000 association professionals.</li><li>Industry Research: Stay updated with the latest studies, reports, and whitepapers relevant to your industry. This macro perspective is invaluable for strategic planning and anticipating future trends.</li><li>Competitive Analysis: Keep a tab on peer organisations. Analyse their strategies, initiatives, and member feedback to identify benchmarks and potential areas of differentiation.</li><li>External Consultants and Experts: Their bird’s-eye view, combined with industry expertise, can offer a fresh perspective on challenges and potential solutions.</li><li>Social Media Monitoring: Digital platforms are rife with discussions, feedback, and emerging trends. Regular monitoring can provide real-time insights into member sentiments and industry shifts.</li><li>Trade Shows and Conferences: These events offer a dual opportunity: direct member engagement and a glimpse into industry advancements. Feedback forms and open forums during these events can be a source of immediate and relevant feedback.</li></ul>Grounding decisions in evidence ensures not only alignment with member needs but also positions the association for future success. If you are looking for some support to gather evidence and insights to inform your activities, please email&nbsp;<a href="mailto:belinda@smsonline.net.au" data-mce-href="mailto:belinda@smsonline.net.au">belinda@smsonline.net.au</a>&nbsp;and I’d be happy to share some of the strategies we use with our association clients.

Generating Evidence to Inform Decision Making

Discussing pay packets can sometimes feel like treading on eggshells. It’s all about striking the balance between offering attractive salaries and what the association can realistically afford. When walking this tightrope, it is worth considering the benefits of externally benchmarking salaries. These include:<h4 class="wp-block-heading">Fairness and Transparency</h4>This approach bring fairness and transparency to the table. When you weigh your organisation’s pay packages against the going rates in the association sector, you’re setting the stage for a fair and transparent pay culture. It’s like giving your team a morale-boosting high-five, while championing openness at the same time!<h4 class="wp-block-heading">Recruit and Retain Quality Staff</h4>Paychecks talk, even in the association sector. Mapping salaries against market trends ensures your salary packages remain competitive – helping you retain your existing team and ensuring you are attractive when recruiting new staff. It’s about making sure your team knows they’re valued, without the fear of greener pastures elsewhere.<h4 class="wp-block-heading">Realistic Budgeting</h4>In the association sector, where squeezing the most out of every dollar counts, benchmarking salaries help you avoid inadvertently overpaying or underpaying your team, letting you channel funds where they matter most.The best place in Australia to find salary benchmarks for associations is&nbsp;<a href="https://www.enterprisecare.com.au/portal-overview/" target="_blank" rel="noreferrer noopener" aria-label="Enterprise Care's NFP Remuneration Portal (opens in a new tab)" data-mce-href="https://www.enterprisecare.com.au/portal-overview/">Enterprise Care’s NFP Remuneration Portal</a>. Their portal enables you to view 80 roles across Board, CEO and Staff. Within each role you can view data as Base Salary or Total Package Value and filter these by a raft of organisation characteristics such as organisation expenditure (OPEX), headcount, NFP Classification, State and more.Until Tuesday 2 October, Enterprise Care are collecting the data that will inform the 2024 benchmarking data. If you&nbsp;<a href="https://survey.websurveycreator.com/s.aspx?s=62a5a5de-9b6e-4a1d-bbb1-fa57d7c77aee" target="_blank" rel="noreferrer noopener" aria-label=" (opens in a new tab)" data-mce-href="https://survey.websurveycreator.com/s.aspx?s=62a5a5de-9b6e-4a1d-bbb1-fa57d7c77aee">complete a 5-10 minute survey&nbsp;</a>they will send you a very useful complimentary summary report of the data they collect.

Why Salary Benchmarking Matters.

In the hustle and bustle of an association’s daily operations, we often find teams falling into the trap of working in their own worlds. If this becomes a frequent habit, it can put a dampener on creativity and efficiency. Following are a few strategies to help you break down these walls and foster a closer-knit, more collaborative environment in your association.Let’s Talk!Open, honest communication is where it all starts. Set up regular meetings where teams can swap ideas, or set up an easy-to-use platform where everyone can share their thoughts. A bit of chit-chat can sometimes spawn the brightest ideas!Making Friends at WorkEncouraging people to get to know their colleagues can really help in building a friendly and cooperative workspace. Maybe a casual get-together or a fun team-building event could do the trick. Just respect that out-of-hours time of your staff by keeping these to office hours unless you have the enthusiastic support of all staff to go out of hours. Make this time about fostering friendships and understanding amongst the teams.United We StandReinforce the common goals that everyone shares can really boost unity among different teams. Make sure everyone is working together towards a common destination by structuring your KPIs to to align everyone with the broader purpose of the associationTeamwork Makes the Dream WorkGive teamwork the spotlight it deserves! Create opportunities for staff from different corners of the association to collaborate on projects. This sets the stage for some fantastic synergies and shared victories.Sharing is CaringSharing knowledge can be a win-win for everyone involved. Run workshops or training sessions where teams can share their know-how, learn from each other, and perhaps come up with innovative solutions to common problems faced by the association.A Melting Pot of IdeasEncouraging a culture where diverse ideas are welcomed can be a game-changer. It not only brings fresh perspectives to the table but also nurtures an inclusive environment where everyone feels valued.Clarity is KeyHaving clear roles and responsibilities means everyone knows what they’re supposed to be doing and how it contributes to the bigger picture. It’s about making sure everyone’s on the same page, working together harmoniously.If you would like to connect with other association professionals and industry experts to discuss association topics just like this one, take a look at the free Answers for Associations online community. The Answers community is a place where association professionals can connect and discuss sector related topics, share ideas, experiences and resources, explore opportunities, and more.

Fostering Collaboration Amongst Association Teams

Texture of a multi-colored wall close-up. The wall is painted in blue, pink, yellow and pink, divided into segments.

Your membership categories are not just an administrative classification. The labels you apply to your membership categories play a significant role in shaping member expectations, fostering inclusivity, and optimising the allocation of resources.Labels create expectations.Consider the implications of using the term “member” versus “supporter”. The former generally evokes a sense of personal benefits tied to a fee (eg: “What will I get in return for my money?”), while the latter creates the expectation that your fee will contribute towards advancing the association’s purpose (“I’m paying to support the cause.”). It’s important to select membership labels that align to purpose to ensure you are creating the right expectations with your members.Intuitive labels help prospective members find their “Home”.Counter-intuitive labels such as “affiliate” or “full member” don’t immediately allow a member to see which category is right for them without getting additional information.They can also infer a bias – for example a “Full member” would be regarded as better than an “associate” member. When a member feels a bias against them, they can easily assume the association is not the best one for them to join.Intuitive categories such as “student”, “retired”, and “10-20 staff” enable people to easily find where they fit. Intuitive membership categories are a great first step to fostering a welcoming and inclusive environment.Labels aligned to market segments make it easy to personalise the membership experience.By aligning categories with top-level market segments, associations can create offerings that resonate deeply with each group. For example, a category for “Owner/Operatos” could contain a focused mix of benefits that address their specific needs – as opposed to a “Over 50 staff” category that would have a different set of needs.This strategy not only ensures targeted service delivery but also enables the association to focus limited resources where they can make the most impact for each market segment.But what about the Constitution!Constitutions often specify the membership categories an association offers. And, most of the time, associations use the labels in the constitution when promoting membership. Ideally, the constitution should be updated to reflect practice. However, if constitutional change isn’t possible, keep in mind that the words we use for marketing don’t have to be a carbon copy of what’s in the constitution. Using more appropriate terminology when marketing membership (while noting the constitution alignment where appropriate) can generate the same benefits.&nbsp;At SMS we specialise in helping associations to build sustainable membership programs. This includes support to ensure your membership categories are optimised. If you are looking for support to optimise your membership programs, please email&nbsp;<a href="mailto:belinda@smsonline.net.au" data-mce-href="mailto:belinda@smsonline.net.au">belinda@smsonline.net.au</a>&nbsp;and we can set up a time to speak further.

Aligning Membership Categories to Enhance Outcomes

Illusionist conjure with magic wand gambling things from a cylinder

This week’s article was brought to you by the dynamic duo of Julian Moore and ChatGPT4, who are filling in for Belinda as she is down with a bad case of writer’s block …Let’s take a little trip down memory lane – not too far back, just to the pre-AI days, say around November last year.Back then, the process of scoring sponsor meetings resembled an intricate dance routine. We’d craft proposals, scout potential organisations, and play detective on their websites to unearth all the juicy details. Then, armed with this treasure trove of info, we’d create tailor-made proposals fit for the discerning eyes of marketing directors.We’d rinse and repeat this routine about 50 times, crossing our fingers to summon around 10 meetings, of which we’d hope for a 4 to 5 strike rate. But, of course, that’s if everything went as smooth as butter.And boy, oh boy, did this whole affair gobble up time – roughly 3 to 4 weeks on average. Then came the encore – a marathon of 6 to 8 weeks, just for follow-ups to secure these elusive meetings.Talk about a resource-intensive and time-sucking spectacle!Fear not, dear sponsorship seekers, for our knight in shining digital armour, ChatGPT4, is now here to save the day and de-complicate the dance. Here’s the latest groove to secure sponsor meetings:Summon&nbsp;<a href="https://openai.com/" data-mce-href="https://openai.com/">ChatGPT4</a>Fire up the interface and introduce yourself – your role, your company, and the digital face of your company aka your website. Clarify the air with ChatGPT4 by engaging it in a bit of Q&amp;A.Lay Out Its RoleOnce ChatGPT4 knows you and your company like the back of its digital hand, let it in on its new gig – your trusty partnerships assistant. It’s here to be your partner-in-crime, helping you pick the perfect match for your organisation, project, or shindig. Ready for the plot twist?Handpick Beneficial IndustriesHave a heart-to-heart with ChatGPT4 about industries where your company can bring home the bacon and industries that’d happily send some back your way. In return, ChatGPT4 will unravel a neat list of industries and sectors that are just dying to team up with your gang. And wait for it… it’ll even school you on why these alliances make sense.Unveil Top OrganisationsNext, task ChatGPT4 with revealing the crème de la crème – the top five organisations in each sector. Armed with this intel, you’ll have the inside scoop on the aligned players in each sector, the why behind wanting to join forces, and the kind of relationship these big shots are after.Tango with LushaTime to sashay over to&nbsp;<a href="https://www.lusha.com/" data-mce-href="https://www.lusha.com/">Lusha.com</a>&nbsp;and play detective to find the right folks to knock on the digital door at each company. If someone isn’t on the Lusha database then they probably don’t exist!Cook Up Your ApproachNow, armed with a list of potential contacts, whisper to ChatGPT4 the names and roles of these fine folks. Request it to cook up a sizzling pitch that’ll snag you a spot in a Zoom call. And, oh yeah, remind it that we’re in Australia, so the spelling should be down under style, minus the slang. Ask it to add a sprinkle of humour (5%) and a increase the detail by 10% to really make it pop. ChatGPT4 will whip up an email masterpiece for you. Copy, paste, and off it goes to your potential partners.By waltzing to this new tune, the time and effort for your outreach gets dialled down, and your chances of sealing a face-to-face powwow shoot up by a whopping 400%. We’ve road-tested this groove with various groups, and guess what? We’ve managed to swing at least 10 meetings with some top-notch prospects every single time. So go on, dance your way to those successful meetings!We’ve had a massive amount of success using AI to enhance sponsorship outcomes. If you’d like more information about how we can help you, email&nbsp;<a href="mailto:julian@smsonline.net.au" data-mce-href="mailto:julian@smsonline.net.au">julian@smsonline.net.au</a>.&nbsp;

Quickly Generate Sponsor Meetings with a Dash of AI Magic

Male hand pointing at a sales funnel chart printed on a white sheet of paper during a business meeting

Thanks so much for&nbsp;<a href="https://www.answers.net.au/member/question/5296003-looking-for-some-feedback-on-other-associations-approaches-to-membership-sales-and-growth" data-mce-href="https://www.answers.net.au/member/question/5296003-looking-for-some-feedback-on-other-associations-approaches-to-membership-sales-and-growth">this question</a>&nbsp;in the Answers community after last week’s article which inspired today’s message&nbsp;…When looking to grow your association’s revenue do you go out and hire a sales professional to get the money rolling in? Or do you get everyone on your team selling the dream?It’s a classic debate between putting one person in the driver’s seat or getting the whole crew to on-board. Both options have their pros and cons – and it’s certainly not a one-size-fits-all decision. Here are a few things to consider:The Role of a Salesperson.Think about hiring a professional salesperson as hiring a sniper – someone who’s good at finding and making sales fast. They know how to answer questions, guide people through the signup process, and get the job done quickly.Beyond just speeding up revenue generation, a talented salesperson can bring other benefits to the table. They’re often experienced with CRM systems, able to segment potential leads, and can tailor their approach effectively. Plus, a dedicated salesperson frees up other team members to focus on their core tasks, making the overall operations more efficient.But there are risks. While a salesperson can quickly rack up sales numbers, they might focus too much on getting “the sale” at the expense of long-term relationships. This could translate to high member turnover rates down the line. And, hiring a skilled salesperson comes with a cost—salary, commissions, and maybe even a sizeable budget for wining and dining potential high-value prospects. Other staff can feel resentment at this expense – particularly if their incomes are significantly less.The Power of an Embedded Sales Culture.Imagine if everyone in your team became a sort of mini-salesperson. From the front desk to the CEO, everyone knows what your association offers and can chat about it comfortably. This isn’t just about selling; it’s about creating a sense of community. That way, your team can leverage their own unique skills to connect with new members on a more personal level.This approach isn’t just about increasing revenue; it offers broader benefits that touch different aspects of your association. For instance, a cohesive sales culture can serve as a built-in customer retention mechanism. When every team member is a brand ambassador, the quality of interactions with members usually improves, boosting retention.Additionally, when everyone is involved in sales, they also become more engaged in their other roles. It adds a sense of collective ownership and purpose, which often leads to an increase in overall job satisfaction and productivity.But there are risks. A culture focused on sales can sometimes lead to inconsistent messaging if not managed carefully. Each team member might bring their own ‘flavour’ to the sales pitch, potentially diluting the core value proposition of the association. Also, training an entire organisation to adopt a sales mindset can consume considerable time and resources.Sometimes, emphasising a sales culture can inadvertently take focus away from other key operational areas. When everyone is responsible for selling, who’s left to innovate or manage existing programs effectively?The Hybrid ApproachDo you really have to pick one over the other? Can’t you have your cake and eat it too?The answer is yes, you absolutely can. A hybrid approach lets you enjoy the strengths of both strategies while compensating for their weaknesses.Have a dedicated salesperson for the heavy lifting and everyone else contributing to the sales culture. This way, initial inquiries are dealt with quickly, and all other interactions provide added value.How Does a Hybrid Approach Work?First, consider that a dedicated salesperson is like your striker — quick on their feet, making those important plays. They’ll handle the initial inquiries and get prospects across the line.&nbsp;(I don’t usually use sports analogies but the Matildas have inspired me).&nbsp;On the other hand, an embedded sales culture is like your team’s overall fitness — it keeps the engine running smoothly. Every touchpoint, whether a conference, webinar, or even a newsletter, becomes a sales opportunity. This ongoing commitment to sales and community is essential for long-term growth and member engagement.Implementing a hybrid approach requires:&nbsp;<ul><li>A Considered Strategy: Have a strong strategy that resources regular training sessions and workshops for the team. Your leaders must walk the talk, encouraging the team to live and breathe this sales culture.</li><li>Strategic Division of Labour: Allocate specific tasks to the salesperson, such as following up on leads and managing enrolment. Let the rest of the team focus on value-added interactions, like member engagement and community building.</li><li>Regular Coordination: Keep lines of communication open between the salesperson and the team. Regular meetings ensure everyone is aligned with the membership growth objectives.</li><li>Cross-Training: Even if you have a dedicated salesperson, cross-train other employees in basic sales techniques. This enables team members to step in during busy times or to provide a more personalised experience when the opportunity arises.</li><li>Monitor and Adjust: Continuously track the performance metrics of both strategies. Are you seeing increased engagement from one particular aspect? Or perhaps better first year retention rates? Use this data to tweak your approach accordingly.</li></ul>The hybrid model isn’t a one-size-fits-all answer, but it can provide the flexibility to draw on the best aspects of a dedicated salesperson and an embedded sales culture. You get speed and efficiency along with a deeply ingrained sense of community.If you have any questions you’d like me to answer in a future&nbsp;Association Insight, please email&nbsp;<a href="mailto:belinda@smsonline.net.au" data-mce-href="mailto:belinda@smsonline.net.au">belinda@smsonline.net.au</a>&nbsp;or tag me in an “<a href="http://www.answers.net.au/" data-mce-href="http://www.answers.net.au/">Ask the Community</a>.

Sales … whose job is it?

SMS specialises in AI, strategy, research, membership, and partnerships for associations, charities, unions, and other not-for-profit entities. Our assistance is tailored to your needs and budget with a focus on insightful ideas and practical solutions. We can assist with anything from a discussion on a specific issue to working with you on longer term projects.