Listener note: this is a special broadcast of the Association Hustle Podcast. As associations deal with the coronavirus in their associations, and on behalf of their entire industry, we are providing almost daily updates via video on our LinkedIn, Facebook and Twitter feeds. These updates are live “from the field briefings” about what is happening as we contact businesses all over the nation. We are thinking about you, your families, your associations, and your companies. Thank you for being a listener. This week’s episode covers some ways your association can pivot to move forward during a pandemic.
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Listener note: this is a special broadcast of the Association Hustle. As associations deal with the coronavirus in their associations, and on behalf of their entire industry, I’m providing almost daily updates via video on our LinkedIn, Facebook and Twitter feeds. These updates are live “from the field briefings” about what is happening as we contact businesses all over the nation. I’m praying for you, your families, your associations, and your companies. Thank you very much and onto the podcast.
Hello and welcome to JP Moery’s Association Hustle Podcast. President of The Moery Company, JP’s mission is to arm today’s associations with insight and strategy to thrive and a progressively complex and competitive business landscape. 21st century associations must move forward with a little bit of hustle and revenue development at their core.
Catastrophic conditions, friends. Believe it or not, it has happened before and it’s likely it could happen again. Folks have very little control over what’s happening right now. However, we do have control how our associations and our teams respond.
It is the association leadership opportunity of our generation.
Let me repeat it.
It is the association leadership opportunity for our generation and that’s the way I see it. If we believe all the Power of A things, then now is the time to show whether it’s just an event ploy to get us to show up to the Building Museum or if it has real stuff behind it. For years, I’ve read membership brochures and watched videos and I’ve heard firsthand how connection works. Learning from others and exclusive information you can’t get from anywhere else is the reason why people join association over and over and over again. When I interview members for consulting projects about their value proposition, they tell me ~75% of the time it’s the connections that they make. So, now is the time to do exactly that and at a greater velocity and in a different way than we’ve ever done it before because many of your members are tied to a remote location right now.
So, what does that mean? Well, many of the things that we’ve been talking about on this podcast for the last almost 150 episodes is now more relevant than ever before. Now is the time for live video, podcasting, webinars on breaking issues, special editions of your newsletter on particular topics around this crisis, real time updates from your technical specialists and people in your industry. Reach out to your industry colleagues, if they have time to talk about it, and ask how they are responding and what they might need from each other. By the way, all of these items may be ways to keep sponsors involved. We’re in the field right now and sponsors are calling us to see if there are webinars that they can sponsor. Don’t forget it, your meeting that you just cancelled was a way that many of your vendors connected with your members. They need new opportunities or their business is going to fail. Make these things available to them with good manners and the right tone.
Here are some other ideas in the area of membership.
Lower the firewall on “member only” content and education. Now is the time to connect and show value. Implement grace periods for membership renewal. Here’s another thing that we’ve just been speaking about today, in our own office: now is the time to make sure that you’re enhancing and improving your contact list to go deeper into these member companies to ensure that you have more than one contact and the right contact information by email, phone, and mobile. You will be needing to reach out to those people and deliver more value and more information than ever before. This is the time to connect. I never thought I would actually say this because you can probably find Episode 78, or whatever it is, where I said a trial membership offered for three months is a terrible idea. It actually could be a great idea. Extend trial membership so your industry can get this critical information that you’re putting together because I’m seeing you do great work.
My message today is this: it’s challenge. Like I’ve said before, I think it’s the greatest association opportunity possibly we’ve ever had. If you aren’t working harder than ever before on behalf of your industry or, your members, just because you’re at home and working from a remote location, I really don’t know why you’re listening to this podcast. After all, it’s called Association Hustle.
Time’s now, opportunities are there, let’s prove our worth. Let’s go for it.
Thanks for listening.
We hope you enjoyed this edition of JP Moery’s Association Hustle Podcast. We’d love to connect with you. Check out our blog at moerycompany.com and subscribe to our weekly newsletter. You can also connect with JP on LinkedIn and Twitter at @JPMoery, as well as The Moery’s Company’s Instagram and Facebook page. To purchase a copy of JP’s book, Association Hustle: Top Strategies for Association Growth, go to JPMoery.com.