For most associations, adopting a new technology—particularly omni-channel marketing automation platforms—is all about shepherding legacy mindsets out the door. The biggest challenge comes down to large-scale adoption of new methodologies and practices that organizations may have never used before. Or even worse, failed to successfully implement in the past.
With any major adjustment, there are common pitfalls: expectations aren't accurately set; adaptation is rushed; or the organization isn't culturally and mutually owning their newly acquired technology.
As you, your fellow executives and board members gaze into the future, you may be throwing around or even “test driving” ideas of new models to diversify your revenue streams and change how you monetize your content. This could be due to revenue declines, or just the need to adapt to new market drivers.
Whatever the reason, you're not alone. Over the last few years, a majority of associations have reported difficulties in membership engagement and growth, and have turned to innovation before degradation.
Associations, non-profits, and societies tend to find themselves in the perfect storm of resource-deprivation and program decentralization.
This equates to small marketing teams with lean operating budgets working as in-house agencies to a suite of program managers. The fall-out from this often comes down to inefficacy, lack of focus, and inevitable burnout among team members.
So what can marketing team leads and managers do to shore up scope with resource reality?
It's been more than two decades since the New York Times Best Seller, Who Moved My Cheese, was published. And while alot has happened since the proverbial self-help book was released, the sentiment has stayed the same...
Change is hard.
While change is inevitable and necessary, personally and professionally, it’s uncomfortable and anxiety-inducing for most.
The reality is that most people just don’t like leaving their comfort zones. And that creates challenges for marketers, who are typically organizational innovators and change agents. While you, as the association professional knows there's a need for change, broaching the topic with your internal and external stakeholders can be a painstaking effort.
"Our stacks are mismatched to our future," said Reggie Henry, Chief Information and Engagement Officer at ASAE.
The controversial albeit thought-provoking statement kicked off our HighRoad Spring VirCon 2021 virtual event last month, where Ron McGrath, HighRoad's CEO, interviewed Reggie in an exceptionally data-forward keynote.
In the talk, the two industry leaders riffed on the definition of digital maturity as it becomes more and more synonymous with organizational success.
The beginning of a new year always brings an air of excitement, and we’re not sure there’s ever been a year we’re more anxious to welcome in than 2021. We’ve taken a look back at lessons learned from 2020 and compiled six hot takes for you to consider prioritizing in the new year so that you're making the most of new opportunities.