If you don't see images, click here to view
Story Ideas  .  Events 

To ensure delivery, please add newsletter@bisnow.com to your address book, learn how
Association Bisnow
Real Estate | Legal | Tech/Fed IT | Association/Non-Profit | The Scene
Washington | New York | Chicago | Dallas-Fort Worth | Houston | Boston
   
January 12, 2010 
 
 
OBAMA'S GARDEN LURES OTA TO DC

Enjoy our event this morning? Then you'll love the Bisnow Total Schmoozarama tomorrow night: No learning required. Just come have fun at the open bar and buffet, at one of America's great clubs, Park at Fourteenth. 6-8 pm. Crazy low price. Sign up now!

 
The Organic Trade Association opened its first office in DC on Jan. 1 as part of an effort to beef up gov't relations. Executive director Christine Bushway gave us a tour of the new digs located blocks from the Capitol in the landmark Hall of the States building.
 
Organic Trade Association Executive director Christine Bushway outside her office

Christine says the DC office has been a longtime goal of the 1,500-member association, which is HQ'd in Greenfield, Mass. At a retreat this summer, the OTA board voted that policy was its #1 priority. And between the slew of food safety and nutrition legislation in Congress and the first organic garden on the White House's South Lawn, it was about time. The office, which OTA shares with the Ozone Transport Commission, was also chosen for its proximity to USDA and FDA headquarters. Christine is interviewing applicants for a legislative position this week and plans to add a third admin employee to the DC office soon.

Organic Trade Association Executive director Christine Bushway

Christine must have the cleanest desk in DC right now. The longtime lobbyist took the executive role at OTA less than a year and half ago and has since worked out of a home office in Alexandria. She tells us she won't have much time at her new desk—she’s usually on the Hill or on a plane. This summer, she traveled to NY for the association's first media tour, which involved 11 interviews in two days with pubs ranging from The New York Times to O magazine.


FIRST YEAR DISCOUNTS AND DIRECT MAIL

 
MGI account supervisor and AU marketing prof Jim Doyle

Giving a first year dues discount is the most effective way to recruit new members, according to a 2009 survey by Marketing General, an Alexandria-based association marketing agency. MGI account supervisor and AU marketing prof Jim Doyle tells us it's a myth that people won't pay a higher rate the second year if the organization offers a first year discount. "The renewal decision is based on value they saw in first year, not the cost in the second," he says. Anything less than 15% isn't perceived as a discount, Jim adds, but stating the number of dollars saved, instead of a percentage, can sometimes make the discount seem bigger than it is.

Direct mail is still the most effective way to bring in new members, the survey shows, followed by word of mouth and member-get-a-member campaigns. "A piece of mail physically is in the way. You have to touch it," Jim explains. E-mail, however, is the fastest growing medium for recruiting new members. Jim also tells us that associations wait too long to send out a renewal notices and don't do it frequently enough. Additional “touches” with members are almost always cost effective, but don't waste your time with the chronic non-responders: "The 17th piece of mail isn't going to do it."


WORD LOVERS
 

We knew associations were in love with Twitter, but here's proof. The American Dialect Society voted “tweet” (noun and verb) as word of the year at a meeting in Baltimore last week. The association of linguists, writers, historians, lexicographers, and other logophiles voted “google,” the verb meaning to search the Internet, as word of the decade. (Take that “Altavista,” meaning to disappear rapidly; eg, “Tiger Woods really altavisted this decade.”) Both words sure beat the American Name Society's choice for 2009 Place Name of the Year: “Salish Sea.”


UPCOMING EVENTS
 

January 13 - Bisnow Back to Business Total Schmoozarama - Park at Fourteenth - 6-8pm - Network with top level business execs, enjoy open bar, and gourmet buffet. Crazy low price. Join us!

 
Send story ideas to Jessica Sidman, jessica@bisnow.com
 
 
 
Arent Fox (Smart)
 
Akridge (Half St)
 
Cardinal (Sold)
 
RRB & ITC
 
Subscribe
 
 
CONTACT EDITORIAL
CONTACT ADVERTISING
CONTACT GENERAL INFO

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.

Association Bisnow Sent Using iContact