VirCon 2022 On Demand

Associations and nonprofits are at a pivotal point where the needs, interests, and behaviors of younger generations entering the workforce are influencing marketing, programming, and membership modeling for decades to come.

HighRoad’s VirCon22 focused on highlighting how organizations need to be self-aware, visionary, and malleable to manage the kind of change that is approaching. If you didn’t have a chance to attend VirCon22 live, or simply want to review the topics again, browse through the sessions and join us as we dive into the many different ways associations can avoid detention and reinvent themselves for the future.

Opening Session: In the simplest terms and most convenient definitions

With only 3 months left until the end of the year to ponder how you want your organization to perform, it's now time for associations to not only consider what today’s kids are going to need to succeed in the future, but how they should be poised to serve them and sustain membership. Join us as a few of HighRoad’s youngest make an appearance to help us uncover how:
- different generations gravitate to different technologies and content formats
- new customer behaviors and experiences are going to affect associations
- associations can best prepare to stay ahead of the market

Is Barry Manilow raiding your wardrobe? Embracing your next gen makeover

With the new generations coming of age in the workforce, a shift in buying behaviors, new content formats, consumption interests, and customer experiences are impacting the future of associations. With value props built on the backbone of content, community, and communication, organizations need to rethink their go-to-market strategies and org models.

Join us as we talk real-world on how organizations like Rotary International have reshaped their org for growth.

Saved by the bell: Key signals that your members are leaving you

In 3-5 years, the retention ceiling will slowly start falling, given generational shifts in the workforce. So while net new member growth will be important to fill the exit gaps, keeping a sharp eye on retention indicators is crucial to forecasting the inevitable void your organization needs to fill. Join us as we:
- Compare retention and engagement metrics used now vs the future
- Dive into indicators that tell you your members aren’t renewing
- Understand ways to head off members disengaging from your association

Avoid conversion detention: Creating campaigns and content with intent

Content isn’t just a marketing term tossed around to make things sound important, and it isn’t the word used to describe what sits in the body of an email. While it can help to influence and educate, content isn’t promotional in nature either. Content is actually what anchors the entire member experience and gives the user the chance to create their own story. Hear how FICPA leverages a wealth of practitioner-based content to centralize and fuel their content engine.

Can you describe this data ruckus, sir? How data management, activation and governance can align to deliver a meaningful narrative

It’s easy to get lost in data anarchy. The convergence of practices such as data management, data activation and data governance can either mean success or an unmanageable labyrinth of data intelligence. Hear as a CIO and a CTO share their perspectives on:
- Data management, data activation and data governance
- The emerging need for a “Data Czar” role that champions a framework for data ownership
- How they have executed on their data narrative to achieve a cohesive strategy

Don’t mess with my API. You’ll get the horns.

Identifying the right integration is like opening the combination lock on your high school locker. It’s easy to find the need for centralized data. It’s less easy identifying the right tool (or set of tools) to do the job. Particularly when your segmentation and campaigns all hinge on integrated, organized, and actionable data. Hear technical experts break down the types of integration solutions available today, and how best to identify the right integration for your tech stack.

Demented and sad, but social: Legacy pitfalls to avoid with your new tech

If your organization isn't adopting your new tech in the right way, you’re just not making the grade. True adoption isn’t just about adding domains and assigning permissions. Tech embracement includes cultural acceptance, incremental demonstrated return, and philosophical and practice-based changes that transform the way you go to market. Join us as we discuss what true tech transformation looks like and explore what not to do with your "shiny new toy".