In this teardown, we review the website of the American Society of Workers Compensation Professionals and discuss how to make it more effective.
"How Do We Prove ROI" is the Wrong Question
The 2019 Marketing General Membership Marketing & Benchmarking report has a section on internal challenges to membership.
The #3 largest internal challenge is “Difficulty in proving ROI.”
“How do we prove return on investment,” is not a great question for improving retention.
Nicole Hodson On Changing to a Virtual Conference
"We did see a big drop-off in sponsors and exhibitors saying, 'Well, I don't want to do this. I don't want to do a virtual thing.' Now they're actually calling us back."
Nicole Hodson is the executive director of the National Association of Nutrition Professionals. In this interview, she shares how she was able to rapidly transition from a physical to remote conference.
How RFP's Work Against Associations
On the surface, a request for proposal (RFP), seems like a methodical and rational method to find a vendor to work on your project. You create criteria, assemble a pool of possible solutions, and choose the best one.
But there are three serious problems that occur when you apply this approach that make its effectiveness mediocre at best.
The Magic Moment to Identify What Members Value
Imagine a member’s entire experience with your organization as a timeline.
What is the specific second on that timeline where you can find out the most about what they value?