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October 7, 2009
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Stars Go Green
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| Don't let disclosure requirements trip you up. Check out Argy's discussion of Fin 48, UPMIFA, taxes, endowments, and more. Two hours of CPE credit offered. Tues, Oct. 13. (More info) |
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| The Association of Performing Arts Presenters isn't all about song and dance and really good stage makeup. The environment is high on its agenda, too. |
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CEO Sandra Gibson wants to lead by example when it comes to getting members (concert venues, academic institutions, artists and their managers, etc) to go green. APAP plans to cut back the carbon footprint at its January expo in New York by giving away recycled totes and reusable water bottles and reducing handouts. They hope to eventually go paperless.
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Sandra poses with artwork from a former assistant-turned-costume designer. But back to green: APAP will launch a “virtual expo” in November. The association published its last hard-copy member directory a year ago and is building a new online database that will allow people to search each other by category (think "comedian" or "flamenco"). From there, users will easily be able to access websites, view audio and video, or arrange business meetings. Instead of taking a "build it and they will come" approach, they plan to preview it in stages and get feedback along the way.
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MEMBERSHIP TIPS
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In a membership rut? We sat down with association marketing consultant Scott Oser (of Scott Oser Associates) to get some tips on how to maintain your membership in tough times.
- Keep your membership application form short and user-friendly (name, job, contact info). A blank 4-page form may scare some people away (hey, they're not enlisting in the army), and you can always get more details after they join.
- Don't overwhelm new members with what Scott calls a "hernia kit" of information upon joining your organization. Target your message and your materials. For example, if someone is a student, talk to them as a student.
- Communicate with members frequently—and not just when you want money.
- You'll have more luck recruiting past members then picking up total strangers (same is true at a bar). If you're going to woo them back with deals, Scott prefers to offer extra months rather than a discounted price and only after a decent period of time has passed since they lapsed.
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Yesterday, we attended a membership marketing seminar run by Scott and fellow marketing consultant Kevin Whorton at the Mathematical Association of America. Society of American Florists member services director Lisa Sidletsky (above) says you don't need a fancy association management system to analyze membership data. She used Excel to cross-check data from members who left the association this spring. The trends she found will help drive SAF's message to new and existing members. Lisa also points out that just because a member leaves, doesn't mean he or she isn't interested in your association's services. Accordingly, SAF plans to launch an e-newsletter geared toward non-members.
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Shelly Good-Cook, marketing director for InSide Job (a Facebook app that connects users with people willing to help them find a job) shows off her Poken. This cute device swaps your social media info with other Poken carriers when you "high-five." The only problem: Her sister is the only one she knows who has one. The Poken may not be a must-have (yet!), but Shelly says Facebook, Twitter, and LinkedIn are. Just make sure your association creates a social media policy and trains all staff on it. And in case you’re wondering, Shelly Good-Cook says she is a good cook. It helps that her husband imports gourmet food products for a living.
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| Send story ideas to Jessica Sidman jessica@bisnow.com |
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This newsletter is a journalistic news source which accepts no payment for featured interviews. It is supported by conventional advertisers clearly identified in the right hand column. You have been selected to receive it either through prior contact or professional association. If you have received it in error, please accept our apologies and unsubscribe at bottom of the newsletter. © 2009, Bisnow on Business, Inc., 1323 Connecticut Avenue, NW, Washington, DC 20036. All rights reserved.
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