We’d liken white space to the gaps a composer uses to build suspense. When a musician follows the composer’s direction and observes the rests, those silences enrich the other notes to dramatic effect. Ever sat in a concert hall when the entire orchestra pauses in unison before the final chord? The audience holds its breath in anticipation, then explodes into applause after that last crucial note.

White space serves a similar purpose. Some clients want to cram as much information on a single webpage or a brochure as possible, but the result can be overwhelming to the audience. Look at the margins on this blog. If the text blended right into the images, then neither text nor images would be very effective (or visually pleasing). Similarly, if a logo doesn’t have a little breathing space, then it’s harder to process. Give it a little more space and suddenly it appears to jump right off the page (or screen).

But we’re not about to just insert white space for the sake of having white space. These voids should be used purposefully. They need to be part of the overall design concept and strategy. And since we’re all about helping associations and nonprofits improve their communication strategy, it’s only fitting that our WhiteSpace newsletter reflects this approach.

PURL’s
Personal URLs are perfect for potential attendees to interact with the marketing materials. For example, as you send out your save the date postcard, you can send along with it a PURL for the recipient to log on to. On their personal page, you can have them register early, fill out a questionnaire, or have them choose or suggest topics that they would like to have covered during the conference. By allowing the attendee to participate during the pre-conference stage, the conference value and attendance will increase.

Twitter
During the pre-conference stage, you can begin to setup #hashtags for your conference on Twitter. Invite possible attendees to follow your conference twitter account to receive instant updates about the conference and to begin conversations about what they would like to see at the conference and to start networking with other attendees.

Twitter can be used during the conference as well to let attendees provide their own personal views on subjects and to strike up hot topics throughout the conference. Have the speakers setup their own accounts so they can get involved with conversations through twitter.

For more information, check out our newsletter on Twittering your Annual Conference.

Facebook
Setting up a group on Facebook for your conference is a great tool. As you add friends to the group, you can gauge the potential for attendees at your conference. Utilizing the upcoming events tool, the group will be notified about key dates for the conference.

Check out this blog post about using Facebook for your organization.

Registration Offers
Who does not like a discount or special offer? Why not offer a discount for early registration using PURL’s? Provide special offers to your Facebook Fans who participate in discussions. Conduct contests through Twitter during the conference where you provide information or clues only seen through your Twitter updates.  Providing more options for early registration and participation in pre and post conference sessions will encourage members to take advantage of the situation and in turn it will help with conference attendance and late registration because we know “it’s not just a trend, it’s a fact.”

By incorporating these personalization tools, you will help with the overall value of the conference, but more importantly it will help increase your attendance.

When it comes to meeting conference attendance goals or fundraising goals, we know that sometimes you feel like the champ, but there are also times when you’ve taken a hard hit.

The competition can be tough as you battle for your audience’s attention and commitment. Many associations are finding that marketing plans that have worked in the past are now producing poor results.

Remember the classic game Rock’em Sock’em? The hours of fun spent knocking off the block of your tough opponents? And, the strategy that went into moving your red or blue robot into position, throwing punches at the perfect time – and most importantly, to try again after defeat.

Association marketing can often feel like today’s adult version of Rock’em Sock’em. You take those hard-blowing punches when e-mail blasts give less-than-desired results, or few members are jumping on board for early-registration.

It’s times like these that you simply have to pick yourself up, and keep swinging. Think on your feet and keep an open mind to new possibilities. If the same old punches aren’t working anymore, learn some new ones. Strengthen the impact of your conference marketing with a finely tuned logo. Improve membership retention with better communication through social media. Re-think your event marketing plan.

Keep rockin’ and sockin’ to discover those block-buster punches, and celebrate with that beloved gotcha victory cry!

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.

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.

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.

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.

Typically the first words a new member hears from their association are, “Thank you for joining; here is your new member kit.”

Most associations put a lot of thought and energy into creating their new member kits. They fill their kits with basic information about the membership, some educational pieces and a thank-you note. To most this seems like a well-rounded kit to welcome your newest member. And, sending an association welcome kit with a consistent message is very convenient for the member; however it does not allow for any feedback. Meaning, the first interaction with the new member is entirely one-way.

If you want to know what your members think about your association, and you’re serious about using the feedback they provide, then engaging them when they first join is an opportune time. Also, imagine how the association-to-member relationship could be enhanced, if right from the beginning the association made an effort to recognize they value member feedback?

How you survey your new members really depends on what works best for your organization. From printed surveys to an online survey posted on your website, there are several options for capturing and interpreting the data.

The association new-member survey should be brief including questions that emphasize the basic demographics of members, membership benefits and involvement, such as conference attendance. Here are a few examples:

• What is your primary reason for joining the association?

• Are you interested in volunteering on an association committee?

• Are you interested in volunteering for an association activity?

• What do you feel is the most important benefit you receive from being a member of the association?

Rank the value of the following association member benefits.

1. Association Event
2. Association Newsletters
3. Association Publications
4. Member Discount Benefits
5. Networking
6. Standards, codes of ethics, and certification
7. A forum to discuss common problems and solutions
8. Providing a community of interest

Which of the following association events do you think you might attend?

1. Annual Conference
2. Section Events
3. Local Training Events
4. National Training Events

Encourage input from your new members regarding your association’s community activities because they may have some fresh, exciting thoughts and asking for their input will show that you are interested in their opinions. Also, with proper follow up to this survey your association can effectively involve new members in activities immediately. Once you know what your members want and need, association leaders can be confident in their actions, which can increase member involvement and retention.