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In the vibrant world of associations, the term “components” is used to denote the various subgroups that exist within an association. These may take the form of branches, specific interest groups, or communities of practice.There are four types of components that can coexist within a single association. Each type is designed to help different members realise the unique value they seek from the association.Not all types of components are relevant to every association, and it often becomes a strategic choice to determine which ones align best with the association’s goals and its members’ needs.Let’s delve into the four main types of components:<ol><li>Regional Components: These refer to parts of an association grounded in specific geographic areas. Structured often as chapters, branches, or divisions within a larger national or international association, these components cater to regional interests and needs while maintaining cohesion and unity at the national or international level. For example, a national teachers’ association might have state branches, each focusing on issues pertinent to teachers in that state. An emerging trend is the increased use of digital tools to foster connection and collaboration within these components, breaking down geographical boundaries and enhancing regional activities.</li><li>Demographic Components: These components cater to the specific needs or interests of a subgroup within the association, based on shared characteristics, interests, or demographics such as gender, race, or age. For example, within a large engineering association, there might be a group specifically for women engineers. This subgroup offers a platform to address unique challenges, share experiences, and advocate for issues relevant to the subgroup within the larger professional community. Recently, there’s been a growing recognition of the importance of diversity and inclusion, leading to a rise in these demographic-focused components.</li><li>Expertise-Based Components: Focusing on specific technical or professional areas within a broader field, these components cater to the diverse specialisations in a profession. For example, a medical association might have groups for cardiologists, neurologists, paediatricians, etc. These groups enable a deep focus on specialised areas, encouraging the sharing of advanced knowledge, best practices, and advocacy for issues specific to those technical areas. In response to the rapid pace of industry-specific developments, these components are becoming more dynamic and adaptive, frequently evolving to accommodate emerging trends and new areas of expertise.</li><li>Operational Components: These components fulfill specific purposes or roles within the association. They are instrumental in carrying out the core functions of the association. For example, the Board is typically responsible for oversight and strategic direction. Committees may be set up to handle specific tasks such as advocacy, policy, governance, finance, etc. These groups collaborate to ensure the association operates effectively and achieves its mission and goals. An ongoing trend is the growing importance of transparency and member engagement in these operational components, as members seek greater involvement in the governance and strategic planning of their associations.</li></ol>A strong component strategic is key to driving the strength and versatility of an association, making it capable of addressing a broad array of member needs and industry challenges.Identifying which components best align with your association’s purpose is key to driving strong member engagement, positive member experiences, and sustainable success for your association.At SMS we specialise in helping associations to build sustainable membership programs. This includes support to ensure your membership model and component strategy is aligned to your purpose. If you are looking for support to optimise your membership programs, please&nbsp;<a href="https://smsonline.net.au/about/" target="_blank" rel="noreferrer noopener" aria-label="contact us (opens in a new tab)" data-mce-href="https://smsonline.net.au/about/">contact us</a>&nbsp;to set up a time to speak further.

Leverage Your Components to Improve Member Engagement

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Sponsorship is a valuable source of funding for many associations. Tailoring a compelling sponsorship package is crucial for associations looking to create a package that appeals to potential sponsors to secure their support. Following are important elements to consider when creating your compelling sponsorship package. &nbsp;Identify your target audience.Before you start putting together your sponsorship package, understand who your target sponsors are and what they are looking for. Consider the type of organisation you are targeting, their industry, size, and goals, and tailor your package accordingly.Define your value proposition.Sponsors aren’t interested in what you do. Instead they are interested in how you can help them meet their goals. So clearly communicate how your association can deliver that value to potential sponsors. This can include exposure to your audience, access to networking opportunities, and the opportunity to align their brand with your purpose and values.Offer long-term partnerships, not one-off sponsorships.Instead of focusing solely on one-off sponsorship opportunities, look to establish long-term partnerships with sponsors. An annual or multi-year approach can enhance the value to the partner, streamline your internal sponsorship processes and revenue, and increase the likliehood of success for all parties.Offer a range of sponsorship levels.Offering a range of sponsorship levels can help to appeal to sponsors of different sizes and budgets. Consider offering different levels of exposure, access, and benefits at each level, and make sure to clearly communicate the differing value of each level to potential sponsors.Provide clear and measurable benefits.Sponsors want to know exactly what they will get in return for their support, so it’s important to clearly outline the specific benefits that they will receive that will support the value you are offering. Consider offering benefits such as logo placement, website advertising, social media promotion, and recognition at events.Highlight past sponsorship success.Showcasing the success of past sponsors can help to build credibility and demonstrate the value of your sponsorship program. Consider including testimonials, case studies, and other examples of the impact that past sponsors have had on your organisation.Use visual aids.Visual aids such as infographics, charts, and graphs can help to clearly communicate the value of your sponsorship package and make it more compelling. Consider including visual aids in your sponsorship proposal to help illustrate the benefits and return on investment for potential sponsors.Follow up and be responsive.After you have submitted your sponsorship proposal, it’s important to follow up and be responsive to any questions or concerns that potential sponsors may have. Be prepared to negotiate and tailor your package to meet the needs of the sponsor, and consider offering additional value to secure their support.At SMS we specialise in helping associations to build sustainable high-value partnership programs. This includes our sponsorship coaching program where we guarantee to work with you – for no additional fee- until your mutually agreed revenue target is met. So, if you are looking for support to optimise your partnership programs, please contact Julian Moore from SMS at&nbsp;<a href="mailto:julian@smsonline.net.au" data-mce-href="mailto:julian@smsonline.net.au">julian@smsonline.net.au</a>&nbsp;for more information.

How to Create a Compelling Sponsorship Offering

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Every experienced association leader has encountered a challenging Board member at some point. I recall an incident from my early career where I served on a Board with an individual who resorted to throwing things at people when faced with disagreement (not surprisingly, I didn’t remain on that Board for long).Dealing with a difficult Board member can present challenges that extend beyond the confines of the Boardroom. Whether it involves disagreements over strategy or clashes in personalities, there are several strategies that can assist in effectively addressing such situations:Communicate openly and transparently.One key to dealing with a difficult Board member is to ensure open and transparent communication. This means being clear and direct in your communication and setting clear expectations for how you expect to work together. Don’t expect subtle hints to work.Seek to understand their perspective.They may be expressing a valid opinion in a challenging manner. It’s important to try to understand the perspective of a difficult Board member and consider their concerns and ideas. This may require active listening and asking questions to get a better understanding of their point of view.Establish clear boundaries.To prevent conflicts from escalating, it’s important to establish clear boundaries and communicate these to the difficult Board member. This could include setting limits on the amount of time you’re willing to spend discussing certain issues or establishing clear rules for communication.Encourage collaboration.Encouraging collaboration and teamwork can help diffuse tension and foster a more positive and productive environment. Consider encouraging the difficult Board member to work with other team members on projects and tasks to help build relationships and foster a sense of teamwork.Seek support from other Board members.If you’re struggling to effectively manage a difficult Board member, it can be helpful to seek support and guidance from other members of the Board. This could involve seeking the help of a neutral third party, such as a mediator, to facilitate discussions and find resolution.Consider alternative dispute resolution.If conflicts with a difficult Board member are unable to be resolved through normal channels, it may be necessary to consider alternative dispute resolution methods. This could include mediation or arbitration to help find a resolution that is acceptable to both parties.Remove the Board member.Removing a difficult Board member should be considered as a last resort when all other attempts to resolve the issues have been exhausted. It is essential to follow the proper procedures and consult legal guidance to ensure the process is conducted appropriately and within the boundaries of the governing rules.Take care of your own well-being.Managing a difficult Board member can be stressful and can take a toll on your well-being. It’s important to take care of yourself and seek support when needed. This could involve seeking the help of a coach or counsellor, or finding ways to manage stress, such as through regular exercise or mindfulness practices.If you are looking for support to ensure your Board is performing optimally, I recommend having a chat with the team at&nbsp;<a href="https://www.enterprisecare.com.au/" data-mce-href="https://www.enterprisecare.com.au/">Enterprise Care</a>&nbsp;– specialists in association governance.

Dealing with Difficult Board Members

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A clear sense of purpose and vision is essential for the success and growth of your organisation. However, it can be easy to fall into common pitfalls when it comes to developing these important guiding principles. Here are some of the common mistakes to avoid when seeking to create a purpose and vision that truly resonates with your members and stakeholders: Keep it succinct. Keep your vision and purpose statements short and powerful. No one is going to be motivated by a vision and purpose that requires a cup of tea and a lie down halfway through.&nbsp;&nbsp; Don’t make assumptions about your members’ values and goals. It’s important to engage your membership in the process of defining your purpose and vision. This means soliciting their input and feedback, and being open to their ideas and perspectives. Avoid being too broad or vague. A purpose or vision statement that is too broad or vague will lack the necessary focus and direction to guide your organisation’s actions. Be specific and clear about what you hope to achieve, and how you plan to get there.Don’t neglect to consider the needs of your stakeholders.There may be people who are not currently members as your existing purpose is unclear or mis-aligned. Your purpose and vision should not just reflect the desires of your membership, but also take into account the needs and concerns of other stakeholders, such as staff, partners, and the broader community. Don’t be afraid to challenge the status quo. A purpose or vision statement should inspire and motivate, and sometimes that means going against the grain or thinking outside the box. Don’t be afraid to be bold and innovative in your approach. Create a narrative. Make sure that your purpose and vision are aligned and complementary. The vision statement is the end state you want to achieve and the purpose is how you are getting there. Statements that fit together create a cohesive and consistent direction for your organisation. Don’t forget to review and revise. As your organisation grows and evolves, so too should your purpose and vision. Regularly review and revise these guiding principles to ensure that they remain relevant and meaningful to your organisation and its stakeholders. Don’t neglect to communicate and live your purpose and vision. Once you have developed your purpose and vision, it’s important to clearly communicate them to your members and stakeholders. But more importantly, you must actively work to live these principles in everything you do as an organisation. If you need a briefing on the future of associations for your board or a facilitator to ensure the success of your next strategic planning process, please contact&nbsp;<a href="https://smsonline.net.au/about/" target="_blank" rel="noreferrer noopener" aria-label="Belinda Moore (opens in a new tab)" data-mce-href="https://smsonline.net.au/about/">Belinda Moore</a>.

Common Pitfalls To Avoid When Developing Your Associations Purpose and Vision

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As an association, it’s crucial to stay competitive and relevant in today’s fast-paced digital landscape. One way to do this is through the use of marketing automation. Marketing automation refers to the use of software and technology to streamline, automate, and measure marketing tasks and workflows.Save time and resourcesMarketing automation allows you to automate repetitive tasks, freeing up time and resources to focus on more strategic, high-impact activities. For example, using a marketing automation platform, you can set up an automated email campaign to send a series of welcome emails to new members, without having to manually send each email individually.Improve lead generation and conversionBy providing personalised content and experiences, marketing automation can help to generate and nurture leads, leading to increased conversions. For example, you can use marketing automation to segment your audience based on their interests and behaviour, and then send targeted emails or ads with relevant content that speaks to their specific needs.Increase engagement and retentionMarketing automation can help to build relationships with members and keep them engaged through targeted, timely communications. For example, you can use marketing automation to send automated birthday or anniversary emails to members, showing that you value their membership and helping to foster a sense of community.Enhance data management and analysisMarketing automation enables you to collect and analyse data from various sources, giving you a more comprehensive view of your audience and allowing you to make informed decisions. For example, you can use marketing automation to track how members interact with your website and emails, and then use that data to optimise your marketing efforts and better understand your audience.Streamline workflowsMarketing automation allows you to streamline workflows and improve efficiency by automating tasks such as email marketing, social media posting, and lead nurturing. For example, you can use marketing automation to schedule social media posts in advance, ensuring that you have a consistent presence without having to manually post updates each day.Boost ROIBy automating tasks and targeting the right people with the right messages, marketing automation can help to drive more qualified leads and increase ROI. For example, you can use marketing automation to create targeted landing pages and forms that are tailored to specific audience segments, increasing the likelihood that they will convert into members or customers.Stay ahead of the competitionBy leveraging the latest technology and marketing best practices, associations that embrace marketing automation will be well positioned to stay ahead of the competition. For example, you can use marketing automation to A/B test different subject lines or email templates, helping you to identify what works best and staying ahead of the curve in terms of email marketing best practices.If you are looking to enhance your marketing automation, I recommend reaching out to&nbsp;<a href="https://memberboat.com.au/" data-mce-href="https://memberboat.com.au/">MemberBoat</a>. MemberBoat specialises in supporting professional associations and membership organisations with all their marketing efforts, and can provide cutting-edge marketing solutions for your membership.&nbsp;<a href="https://memberboat.com.au/" data-mce-href="https://memberboat.com.au/">Find out more here.</a>

Why Associations Should Embrace Marketing Automation

Sponsorship plays a vital role in the financial health and success of many associations. However, retaining sponsors can be a challenge. Here are some tips to help you develop strategies to keep your sponsors engaged and committed to your association:Establish clear expectations and deliverables.Before entering into a sponsorship agreement, make sure that both parties understand and agree on what is expected from the relationship. This includes specific deliverables, such as branding opportunities and recognition, as well as more general expectations, such as alignment with your organisation’s values and goals.Deliver on your promises.If you have made certain commitments to your sponsors, it is important to follow through on those promises. Failing to deliver on your end of the bargain can lead to frustration and disappointment, and may ultimately result in a sponsor choosing not to renew their support.Communicate and build relationships.Sponsorship is not just a transactional relationship. It is important to communicate regularly with your sponsors and build personal relationships with them. This can help to strengthen the connection between your organisation and your sponsors and increase the likelihood of their continued support.Show appreciation and recognise your sponsors.It is important to show appreciation for your sponsors’ support and contributions. This can include verbal recognition at events, as well as more formal gestures, such as awarding sponsors with plaques or certificates of appreciation.Offer value to your sponsors.Sponsors are investing in your organisation because they expect to receive some kind of value in return. Make sure that you are delivering on this expectation by offering them meaningful opportunities, such as networking and promotional opportunities, which are aligned with their business goals.Review and evaluate the sponsorship relationship.Regularly review and evaluate the sponsorship relationship to ensure that it is meeting the needs and expectations of both parties. This can help to identify any potential issues or concerns and address them before they become major problems.Be proactive and responsive.If you want to retain your sponsors, you must be proactive in addressing their needs and concerns. This means being responsive to their inquiries and requests and being proactive in suggesting ways that you can further support their business goals through your sponsorship relationship.If you are looking for support to optimise your partnership programs, please contact Julian Moore from SMS at&nbsp;<a href="mailto:julian@smsonline.net.au" data-mce-href="mailto:julian@smsonline.net.au">julian@smsonline.net.au</a>.

Blog

Leverage Your Components to Improve Member Engagement

How to Create a Compelling Sponsorship Offering

Dealing with Difficult Board Members

Common Pitfalls To Avoid When Developing Your Association...

Why Associations Should Embrace Marketing Automation

Retention Strategies to Keep Your Sponsors