Associations Look Their Event Gift Horses in the Mouth

association-showsGenerating non-dues revenue is quickly becoming a problem for association executives. According to Bob James in his blog post last week, 54 percent of association executives said that in Naylor’s 2016 Association Adviser Communications Benchmarking Report. The killer is that same figure was only 11 percent a year ago.

Dig a little deeper into the report and you come up with some even more interesting findings:

90 percent of association executives believe events are their best channel of communication with both members and non-members. However, they also report that only one out of five members are repeat attendees at their annual events.

And, they admit, they’re not really trying too hard to turn that around either. Fifty-seven percent of association executives said they need to do a better job of “customizing” messages they send to both members and non-members and nearly half (48 percent) said they take a one-size-fits-all approach when it comes to customizing event sponsorship packages.

It’s becoming clearer every day that associations and their events could easily become tomorrow’s basket cases. Lulled into believing their events would pay the bills while association executives ran them on autopilot, they have been slower to heed the call for change than their for-profit colleagues.

Bob’s suggestion in his post is that associations work a little harder to diversify their revenue streams (e.g., rent membership lists, sell sponsorships to nonendemic sponsors, etc.) – and that might help in the short term.

In the long term, they’ve got to do something about that statistic that indicates only one out of five of this year’s annual meeting attendees will be back next year. If an association can’t even once a year supply its members with a venue where they can do business and learn about the industry that represents them, what are they there for?

The strategy should be to not look further afield, but to dig deeper – deep enough to identify what members want and give it to them immediately.

Michael Hart is a business consultant and writer who focuses on the events industry. He can be reached at michaelhart@michaelgenehart.com.

 

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Michael Hart

I focus on helping companies and organizations associated with events, destination marketing and business travel create and market the best products and services possible. I can assist with project management services, providing content and strategic planning.

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