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How Associations and Nonprofits Can Benefit from Using Ning

Wednesday, May 20th, 2009

In our most recent White Space newsletter we discussed conference marketing tailored to Millennials, and briefly mentioned the slight addiction to social networking among this generation. Turns out, the addiction is contagious and now the Millennials are teaching their parents how to use Facebook and Twitter.

But, did you know that those are not your only options for creating social networks? Using commercial social networks is becoming more and more popular for nonprofits and associations. But, they may not always be the best fit. This is especially true if your members are really active within your social network.

The next step up for organizations is to create a house social network, which is not as difficult and technical as you might think thanks to the help of Ning.

What is Ning?

Ning is an online platform for people to create their own social networks. With little time investment organizations can set up their own house social network that can add an alternative way to engage with their members and fulfill their goals or mission.

In a recent survey, nonprofits answered questions about social networking, over three-quarters of the survey respondents indicated that the network is valuable asset to their communication efforts.

Popular Features of Ning

Ning has several features that allow members to easily share information with each other.

Communicate with members through blogs, forums and videos.
Members can also interact with each other through chat and sharing pictures.
Communication is encouraged through the ability to form groups based on interests or geography.
Nonprofits can increase fundraising efforts by installing widgets to collect donations.
Increase event participation by posting information to your members.
Export your social network member data to increase your list of contacts.

Enough Talk

We’ve done some research and found some quality house social networks from organizations to help give you a picture of how this tool can increase communication and engagement in your members. Check them out, then come back and leave us a comment on what you think.

ASPCA
American Library Association
Geographical Association Network (A network for geography teachers)
Bridge Builders

Tags: association members, associations, Connect with a Younger Crowd, member engagement, member feedback, Membership Marketing, Ning, nonprofits, social media tools, strategic thinking
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A Primer on Millennials

Tuesday, May 19th, 2009

There isn’t a precise consensus on which birth years mark the entrance of the Millennials, but you know who they are. They include the newest employees in the office and they can often be found giving technology tutorials to Baby Boomers.

In recent years there has been an increase in talk about generations mixing in the workplace. Many offices are a combination of Baby Boomers, Gen-Xers and Millennials (or Gen Y) trying to figure out how to work alongside each other in productive, efficient and enjoyable ways. What have you learned about the Millennials when trying to figure out how to manage your office? What can those lessons teach you about how to communicate with members in your association of that same age?

In our latest issue of White Space we covered tips for conferencing marketing to Millennials. Our tips are based on what we know about these young whippersnappers.

Marketing 101: Get to Know Your Target Audience

They have advertisers bending over backwards trying to figure out how to communicate to this group. They don’t respond to traditional marketing efforts like previous generations.
Millennials have grown up with technology. Cell phones and the Internet have affected the way they communicate, but also, how Millennials use technology has affected the development of many products and services.
They are team-oriented. They enjoy acting as resources and mentors for each other.
They have perfected the art of multi-tasking. On average they consume up to 20 hours of media a day, but accomplish it within only seven hours of actual clock time by using multiple media platforms at the same time. It’s not uncommon for them to be watching TV while uploading music to their iPod, texting friends, instant messaging friends, and checking in on their social networks all at the same time.
They expect recognition. They grew up receiving awards and trophies not only for winning, but simply for participating.
They believe they can make the world a better place. They will give time and money to causes, and in some ways are more charitable than other generations.
How an organization cares for the environment and gives back to the community is equally – if not more important than the quality and price of whatever product or service they are offering.
They are new to the professional workplace and need mentoring. Besides enjoying the personal attention of mentoring, they respect positions and titles and want a relationship with their boss and other authority figures.
They have grown up playing video games. But we aren’t simply talking about Mario Brothers. As teenagers Millennials started playing Massive Multiplayer Online Role Playing Games (MMORPG), which allowed them to form online teams with players all around the world and collaborate to complete complicated tasks. This reinforces the idea that Millennials are team-oriented, but it also shows that they have developed the necessary skills for complex, fast-paced team problem solving.

Check out our latest edition of White Space to learn how to take this information about Millennials and use it to better your communication with them.

Tags: conference, Conference Marketing Plan, Connect with a Younger Crowd, facebook, Increase Conference Attendance, Increase Member Retention, member engagement, member growth, member retention, Membership Marketing, millennials, social media tools, strategic thinking
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The Best of White Space, First Edition

Friday, May 15th, 2009

This week we are introducing The Best of White Space. This print version captures the highlights of our monthly e-newsletters over the past few months. Conference marketing, Twittering your annual conference and improving membership retention are just a few of the topics included in this premiere edition of The Best of White Space.

Keep an eye out for your copy to arrive on Tuesday or Wednesday of next week.

If you would like to receive a copy, simply email us at rcg@rottmancreative.com.

Tags: association members, associations, Increase Conference Attendance, Marketing a Conference, member engagement, member retention, Membership Marketing, Organizations, Rottman Creative Group, strategic thinking
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Nonprofits Benefiting from Social Media and Online Contests

Tuesday, May 12th, 2009

Bringing awareness to social issues and supporting charities is the fastest growing trend we see in social media. And lately the most successful campaigns have been ones that involve a friendly competition.

You are probably all aware of the recent Twitter challenge between popular TV star Ashton Kutcher and CNN. The heavily-publicized contest started with Kutcher and CNN battling to be the first to obtain 1 million Twitter followers, and ended with Kutcher, CNN and Oprah Winfrey purchasing mosquito bed nets to combat malaria. Kutcher also donated $100,000 to the Malaria No More Fund. The contest was talked about on everything from morning news shows to late night TV. It aided in boosting Twitter’s popularity, but also brought awareness to an important social issue.

A Facebook Contest worth $3 Million

A more popular way of using social media for online competitions is to have various charities compete for funds. Yesterday Target launched an online contest through Facebook called Bullseye Gives. The premise is that Facebook users can go to Target’s profile and vote once a day between May 10-25 to determine how Target distributes $3 million among 10 charities. The participating charities are:

American Red Cross
Breast Cancer Research Foundation
Feeding America
The HandsOn Network/Points of Light Institute
Kids In Need
National Parks Foundation
Operation Gratitude
Parent Teacher Association
St. Jude Children’s Research Hospital
The Salvation Army

Although it was just launched yesterday, nearly 6,000 votes have been cast, and St. Jude Children’s Research Hospital in the lead. At the end of the contest Target will tally the votes and allocate the $3 million based on the percentage of votes each charity received. The contest will result in each of the nonprofits earning some percentage of the funds, raising awareness about their organization and learning a new use for social media. As for Target, the contest is an opportunity to demonstrate their commitment to supporting nonprofits, which will enhance their brand.

The opportunity for nonprofits to win money through online contests is growing exponentially, adding another viable option for fundraising. Most of these contests will require nonprofits to sharpen their social media skills. Starting a blog, learning how to “tweet” and starting a profile page on Facebook are just the beginning. But, besides winning money through these contests, nonprofits are raising awareness and support through social media just by participating. To us it seems like a win-win situation.

Tags: associations, facebook, member engagement, Membership Marketing, social media, social media tools, strategic thinking, twitter
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Engaging Younger Association Members Using Social Media

Wednesday, April 29th, 2009

There were countless great discoveries and advancements in 2008, but one that peaks our interest is about changes seen in usage of social media. Social media sites experienced exponential growth in 2008. In addition to seeing a continual growth in usage, many social media sites are also having a shift in their user demographics.

Let’s take a quick look at some stats from 2008 for the increasingly-popular Facebook. We’re choosing to examine Facebook because it is one of the largest social networking sites with over 200 million users around the world; therefore, we feel confident that whatever assumptions we make from Facebook’s stats, will be true other social media sites.

By mid-2008 the fastest growing age demographic was 35-54 year olds
The 24-35 age population doubles every 6 months
Over 66% of all Facebook users are over the age of 21

What can we take away from these numbers?

First, social media is obviously not just something for teenagers. Second, more young professionals and Gen-Xers found their way in the jungle of social media. They figured out the tools, downloaded apps, learned new lingo and joined the online conversation…or in many cases, started new conversations online. These are people who are full of energy and want to get involved in worthy organizations, say, like your association or nonprofit!

Identify networks of users and online conversations that make sense for your organization. Ask yourself what is it about these social media/networking sites that are attracting millions and millions of people? Take it a step further and brainstorm how you can join the party in effective and strategic ways to help engage younger members.

We’ve come up with a few tips to help you engage younger members of your association through the wonderful world of social media.

Social Networking

If you hang out with a group of young adults between the ages of 21- 34, you’ll notice an interesting trend. They are more likely to say, “I’ll Facebook you”, instead of asking for a phone number or email address. Social networking sites, like Facebook, give users the ability to communicate with others, share pictures, videos, blog posts, articles of interest and more. Users can also create events and invite others. A major benefit is that it allows users to keep lots of information in one place, combined with a simple way to communicate with others. Create a Facebook page for your association, and use it to inform younger members about upcoming events, share your newsletters and any other organization news, add videos and pictures and show a little bit of personality and passion – two of the most attractive qualities young professionals enjoy in any group they associate with.

Through trial and error, young professionals are setting the etiquette for balancing their personal life and professional life using social media tools. LinkedIn is considered the professional version of Facebook. It allows users to interact with each other and share information, but it has the reputation of being more serious about networking and being a place for people to build community around their career.

Multimedia

There are several sites that allow you to share multimedia with others. Nearly everyone has at least heard of YouTube and Flickr, which allow you to post and share videos and pictures. Creating an account for your organization with each of these sites is free, and allows you the opportunity to allow younger members to watch videos from previous events – which may help them RSVP to your annual conference; or, allow them to see all the great photos from the last event they attended.

Blog

Whether it is a new product, a restaurant, an event or your organization – young professionals are going to Google it before giving it a try. In addition to wanting more facts about their new item of interest they also what to get a “feel” for it before they make a decision. We recently read a statistic that said nearly 40% of consumers place more trust, and have a more positive view of brands that have a blog. There are several guides with tips on how to start a blog, if you don’t already have one. Besides posting news information about your organization, make it social as well by sharing pictures, videos and information your younger members may find interesting. Not all blog posts have to be serious and directly related to your organization’s mission – they can be fun, with the sole purpose of trying to engage readers.

At first glance it might seem like some of these suggestions don’t directly relate to your organization’s mission, and might even seem like a waste of time. But, this is how your younger members are using social media to interact with everyone (and every organization/business) that is important to them. Understanding how your younger members consume, manipulate, produce and communicate information through social media will bring you much closer to understanding them, and how to get them more involved in your organization.

For more tips on using social media, check out these blog posts:
Social Media Goes Corporate
Fitting Social Media into Your Schedule
Managing Your Professional Relationships
Using Twitter at Your Annual Conference
Twitter to the Rescue

Tags: association members, associations, Connect with a Younger Crowd, facebook, LinkedIn, member engagement, Membership Marketing, social media, social media tools, strategic thinking, twitter, visual communicators
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A Lesson in Using Google Analytics to Optimize Web Performance

Tuesday, April 28th, 2009

One of the most sophisticated, safe, and user-friendly web analytics programs just happens to also be free for anyone to use, regardless of site size or amount of traffic. For many web developers, marketers and site owners, Google Analytics seems like a gift too good to be true. It performs just as well (if not better) than costly, high-end web analytics programs.

Google Analytics is enabled by including a tracking code in the template of your website. This code allows Google to see every page of your site and then give you information about the traffic you’re receiving.

We use Google Analytics to track the performance of our website by observing how visitors interact with our online content. On a regular basis we review our Google Analytics stats to evaluate which pages of our site are getting the most traffic, where those visitors are coming from, and how they are interacting with our site once they arrive.

This is invaluable information for any site owner who desires to make their website a powerful means of communication. The data provided to use from Google Analytics allows us to transform our website from being a one-way piece of communication, into a conversation with our visitors. Without this data, we would just be spewing information onto the web then sitting back hoping that the right people would find us, and that hopefully we’ve lived up to their expectations. But, through the magic of Google Analytics we discover how and why visitors come to our site, if they found what they were looking for, and how often they return. Then we respond in the conversation, by taking this information and tailoring our online content to better meet the needs of our visitors.

Most recently we identified a page on our site that was receiving a high amount of traffic compared to other pages on our site. Assisting associations with conference marketing is a popular service we offer our clients, but it was still pleasantly surprising to see the amount of traffic generated by a recent White Space (our monthly newsletter) edition on the topic. This simple page was where we dumped the newsletter after sending it out to our subscribers.

Our Google Analytics told us that visitors were coming to this page when searching for:

Conference Marketing Plan
Increase Conference Attendance
Marketing A Conference Steps Deciding On The Content
Conference Attendance Down
Marketing Plan + Annual Conference

This clued us in on what our visitors are expecting when coming to this page: they want to see tips, information and resources about annual conference marketing. As you can tell, this is not rocket science.

With this information in mind we decided to improve this page of our site in hopes of better meeting our visitors’ expectations.

First, we added a link to our blog – a place that we update regularly with tips and resources that can be useful to associations planning a conference.
Second, we added a blurb about who we are and what we do to give the user an idea of who they are taking advice from.
And lastly, we added a link to our digital portfolio, which is a great opportunity for visitors to get an idea of how our ideas translate to strategy and practical pieces of visual communication.

Now when visitors come to this page, they have easy access to more information on the topic of their interest, they get a better idea of who we are and our capabilities, and they generally have a more enjoyable user experience.

With the help of our Google Analytics data we have quickly and easily transformed a high-trafficked page of our site into a stronger means of communicating with prospects. Associations and nonprofits have very different goals for their websites than we have for ours, but this lesson in optimizing web performance can easily translate to your site. The data provided to you through Google Analytics can boost your website’s ability to capture the interest of potential members or sponsors and inspire current members for specific actions such as renewal or purchasing a product.

Tags: association members, associations, Conference Marketing Plan, Google Analytics, Increase Conference Attendance, Increase Member Retention, Marketing a Conference, member feedback, Membership Marketing, Non-Profit, nonprofits, Rottman Creative Group, strategic thinking
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Three Easy Steps to Energize Local Visibility

Tuesday, April 21st, 2009

Many associations and nonprofits have service areas that stretch far beyond their “hometown”, but that doesn’t excuse them from striving to build a vibrant, healthy reputation among the local population. Regularly communicating who you are, what you do, why you do it, and how your association makes a difference, can make a strong impression on the local community – which is comprised of potential sponsors, partners, volunteers, members and other valuable connections.

Many organizations are familiar with traditional means of PR, but are still a little uncertain how to take advantage of social media. Reaching out to your community through local websites and blogs is an easy, powerful, and often free way to increase visibility. Here is a simple three step process to help your organization seize rich, local PR opportunities.

Step 1: Scope out local blogs and websites.

You’re probably already familiar with the local newspaper and other print publications, therefore step it up a notch and search for online news sources. The first step to starting a local PR campaign is to identify where your audience is already having online conversations and where they are going to get information.

Spend an hour or two browsing the websites of your local newspaper and TV stations. You may be lucky enough to find a guide to your area’s best blogs. If not, specifically look for news that is being pulled into their website from local blogs. It is becoming very common for traditional media companies to aggregate information from smaller, topical, local blogs that are run by citizen journalists.

The first place you should start is with local business-focused websites. Regardless of your organization’s mission and reach, the common factor between you and the community is that you employ members of the community and conduct business with other local businesses. Secondly, start looking at topical blogs and websites.

Make a list of the blogs and websites that you feel have the best chance for promoting your organization’s news. Be sure to single out the contact person for each website you identify as having potential for your organization’s message.

Step 2: Send 1-2 press releases a month to local news sites.

All the local news and information sites you’ve identified need new, regular content since they likely update daily, and they will gladly welcome any news-worthy information or story you pass along to them. Also, one of the great benefits of a press release is that you have control over what information is shared. You will find that some websites may simply post your information (or a shortened version of it), which is typical for many print publications as well. But many blogs prefer to make their posts more personal, and may offer the opportunity to have a key staff or board member be a guest blogger.

It’s imperative that you follow basic guidelines of telling a compelling story with a strong news angle in each of your press releases. To increase the chances of your information being published on the websites you contact, make sure it is relevant to your audience and answers the 5 Ws: who, what, where, when, and why. Remember to include plenty of contact information.

Step 3: Add a news section to your website.

News pages are a great way to manage content about events, sponsorships, and all forms of company news. It can become a place where local media outlets can depend on getting the latest information about your organization. In addition to being an invaluable communication tool, it is a great opportunity to boost credibility and return the favor of linking to the websites that post your information.

A sound local PR strategy can go a long way in boosting local recognition and enhancing credibility for any association or nonprofit, especially if you are intentional in seeking out online hotspots for your community. While it’s fresh on your mind, jot down a couple of topics for upcoming press releases and start your search for relevant websites.

Tags: association leaders, association members, associations, Increase Member Retention, member engagement, member feedback, member growth, member retention, Membership Marketing, Non-Profit, nonprofits, strategic thinking, visual communicators
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Making Valuable Connections Through Twitter

Thursday, April 9th, 2009

One of the things we love about working at RCG is that we get the opportunity to meet and connect with amazing nonprofits that are making a positive difference in the lives of others. Recently we had the pleasure of “meeting” another influential nonprofit over Twitter.

Cradles to Crayons (@C2CPhilly) provides low-income and homeless children the basic essentials they need to be safe, warm, ready to learn, and valued. They also set a foundation for lasting change through the meaningful, tangible volunteer opportunities that they provide to thousands of youth and adults each year. Cradles to Crayons is not a client of ours, but we greatly respect the hard work they are doing to enrich the lives of deserving children. What a great way to impact a community! Connecting with them over Twitter has taught us another valuable lesson about social networking.

We do, and receive, a lot of preaching about how social networking can increase your business opportunities and resources– but a benefit that is often overlooked is the power of social networking to encourage and inspire. Connecting with Cradles to Crayons over Twitter allowed us to learn about their mission, which inspired and encouraged us in the work that we do for our clients who are also nonprofits. It’s a connection that served as a great reminder of the good in the world today, and for a few moments inspired us as we connected with the world beyond our desks.

Tags: associations, Connect with a Younger Crowd, Increase Member Retention, member engagement, member feedback, member growth, Membership Marketing, Non-Profit, nonprofits, strategic thinking, twitter
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First Quarter Review for Associations

Thursday, April 2nd, 2009

It’s hard to believe that we are already ending the first quarter of 2009. With all the hype from a new president to the worries over the economy, these first few months have gone by quickly. But, being aware of this and being mindful of how staying on track to achieve our annual goals is a great strength and opportunity for any organization or person to adopt.

It’s not uncommon for professionals or associations to set annual goals at the beginning of each year, but how often do they become like most other new year’s resolutions that are forgotten by Valentine’s Day? Even if you didn’t set annual goals for your association this year, you can still benefit from reviewing the first quarter. Use these prompts to help you reflect back on the first quarter of 2009 and identify successes and areas that need more attention in the coming months.

How many new members joined the association?
Are you on track to reach your annual goal?
How many renewed membership?
What is your retention rate thus far?
Are you on track to reach your annual goal?
Are you ahead or behind the game for accomplishing tasks that were scheduled to be accomplished in the first quarter?
What new connections with possible partners or sponsors has your association made?
Did you release any products/publications this quarter?
How much money has your association received through membership dues, donations and non-due revenues?
Are you on track to reach your annual goal?
Review the association’s spending, are you within budget?
What response did you receive from marketing efforts?
Did you receive positive feedback from communication with members?
What are areas that you’ve identified as successes for the first quarter of 2009?
What areas have you identified that need more attention, work and focus to help you reach your annual goals of 2009?
Are there areas of operation that you should consider outsourcing or getting assistance with?
How do you need to adjust your workflow, marketing, budget, plans, operation, etc. to get on track, or stay on track to achieve your annual goals?

Simply taking an hour or two to review how your association has preformed over the past few months can greatly increase your chances for having a successful 2009 as you can adjust your plan for the next 3 quarters.

Your Association’s Annual Conference Going Green

Tuesday, March 31st, 2009

It’s easy to relate to your members with the topic behind your association, but it’s also easy to connect with them when you take current trends and weave them into your association. Whether it’s a trend or a permanent shift in culture, making an effort to be environmentally friendly has gone from just being a buzz to drastically affecting the way people live, work and think about their impact. But, there’s a much greater benefit to going green other than relating to your members or saving money, it is the sense of doing something good.

Associations are continuing their attempt to reduce their environmental footprint at the encouragement of members, partners and sponsors who are also trying to be more socially responsible. The options of going green in your association are numerous and can range from placing recycling bins in your office and using recycled products, to investing in energy-saving office equipment and using online software to conduct virtual meetings. We could easily list over 100 changes you can make in your office and the way you conduct business to help reduce your environmental impact, but instead, let’s focus on one big opportunity to make a difference.

Let’s take a look at how you can go green with one of the most important interactions you have with your members each year: your association’s annual conference.

Planning & Marketing

Communicate via e-mail rather than traditional mail or memos.
Use a strategic e-mail marketing plan instead of direct mail to get the word out.
Use an online registration system.
Use online services to conduct virtual meetings for planning.
Give attendees an online avenue to connect with each other and arrange car-pooling to the conference.

Conference Materials

Utilize PowerPoint to reduce the number of handouts given to attendees.
Give attendees access to PowerPoint and interactive PDFs of conference materials either online or with a zip-drive.
Make two-sided copies, printed on recycled paper with vegetable-based ink.
Limit speaker handouts.
If giving a swag bag, make sure it is constructed of recycled materials.
Utilize social media sites such as Twitter and YouTube to create an online record of the event.

Food and Beverage

Serve items such as cream and sugar in bulk containers.
Provide water in pitchers instead of distributing individual bottles.
Use local and sustainable food products (great sponsorship opportunity).
Set up recycling bins throughout venue.
Use cloth napkins, cutlery, and real dishware/coffee mugs to eliminate use of disposable items.

Meeting Location

Recommend hotels within walking distance of the meeting location.
Give attendees information about public transportation and walking routes.

Follow-up

Send out thank-you letters, conference notes/reviews, and event surveys via email or post on website.

Following the best practices for environmentally friendly meetings has many benefits. These recommendations can reduce the cost of the event for the association, the venue and the attendee – which can have many positive ripple effects such as increasing attendance. Also, it’s a conscious effort to be socially aware that will make attendees proud to be a member of your association.

Tags: associations, conference, Going Green, Green Conference, Membership Marketing, Non-Profit, nonprofits, strategic thinking
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