Wild Apricot Expert Webinar Series: Leading Engagement From the Outside-In

http://bit.ly/1GPNUM6 #wildwebinar @ewengel @AnnaCaraveli

Presented by: Elizabeth Engel & Anna Caraveli

Date: Thursday, February 25th, 2016Time: 3:00 – 4:00 PM (ET)

Build. Connect. Grow. Membership & more.

Leading Member Engagement from the Outside – In.

#wildwebinar @ewengel@wildapricot @AnnaCaraveli

Lori SmithSmiley Apricot

Community Manager

Terry IbeleLearning Apricot

Content Manager

Meet the Apricots

We are recording this!

Yes! We will be sharing the recording of this webinar with you in a follow up email sent out tomorrow.

See more webinars:

www.wildapricot.com/academy

Stay Tuned to the End!

…we have a very special announcement at the end of this presentation

Our Question…

1. What do you know about the outcomes your members seek?

2. What concrete things are you doing to help your members address those problems and achieve those outcomes?

Who is Elizabeth?

Author, Speaker & Thought Leader•CEO and Chief Strategist at Spark Consulting LLC •18 years of experience helping associations grow! •Speaks and writes frequently on a variety of topics in association management.

Outside of Work•Dance, Music•Cooking •Blog about the Philadelphia Eagles

Who is Anna?

Author, Speaker & Thought Leader•Founder and Managing Partner of The Demand Networks, LLC. •Author of The Demand Perspective: Leading From the Outside-In was just published by the American Society of Association Executives (ASAE). •Develops services, workshops and consulting to help associations increase members, bring about cultural change and launch new organizational and business models.

Outside of Work•Fanatic Washington Capitals Fan!•Loves Reading & Books•Loves Dogs

The BIG question:

Engagement is critical to associations, yet we aren’t

doing it well.

Why not?

Stop thinking about your association:

what engages you in your daily life?

Existing Model

New Model

From Inside-Out … To Outside-In

You engage by becoming engaging.

Product-Centric Customer-Centric

Goal Best product for customer Best solution for customer

Main Offering New products Personalized packages of products and services

Value Creation Cutting-edge productsUseful featuresNew applications

Customizing the best total solution

Focus Portfolio of products Relationship building

Portfolio of customersCustomer profitability

Organizational Frame SilosProduct profit centers

Customer segmentsCustomer teamsCustomer P&Ls

Key Process New product development Customer relationship management and solutions development

Measures Number of new productsRevenue from products Market share

Customer share of most valuable customersCustomer satisfaction & retentionLifetime value of a customer

Management Philosophy Rewards product development, efficiency Rewards understanding of customers, relationship management, outcomes that promote customer’s business

Key Question Divergent thinking: How many possible uses of this product?

Convergent thinking: What combination of products is best for this customer?

Today’s Competition

Association’s terms: we are the sole source of value

Members’ terms: we have multiple sources of value

But how?

8 keys11 stories

Focus on Member Outcomes

• How can we convince members to volunteer? • How do we persuade people of the value of our

programs, products, and services, and get them to join?• How do we get members to engage with us online?• How do we retain members who join because of a special

event or sales promotion?

Inside-Out Questions

• What motivates people to want to volunteer? Where do our needs and their interests converge?

• What are our members’ most pressing problems? How can we help solve them?

• What engages members in their own online forums? • How do we deliver concrete outcomes for our members?

Outside-In Questions

Trading Partners Program:

Facilitating strategic business partnerships

Build Authentic Relationships

Become a Learning Organization

SCMAOThe Listening Tour:

Re-weaving the “thread of connection”

Harness the Power of Collaborative Community

NFPAPower Users & Statistics Programs:

Co-creating the tool

1. Focus on Member Outcomes2. Create Authentic

Relationships3. Harness the Power of

Collaborative Community

Questions?

To Begin, Ask Yourself:• What problems keep our members up at night?• What outcomes matter the most to them?• Which types of unique solutions can we craft?• What specific outcomes do we deliver? • How do we measure those outcomes?• How do we include members in the discovery and design of solutions to

their problems?• How do we convert “engagement” into value for BOTH the association AND

our members?

Final Thoughts….

Keep in Touch!Anna Caraveli, Ph.D.Managing PartnerThe Demand Networkscaraveli.anna3@gmail.com703.647.9010@annacaraveli

Elizabeth Weaver Engel, M.A., CAECEO & Chief StrategistSpark Consulting LLCewengel@getmespark.com202.468.3478@ewengel

We have recorded this webinar and will be sharing it with you.

You can also find this recording on our website: www.wildapricot.com/academy/expert-webinar-series/past-webinars

THANK YOU!

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Wild Apricot Expert Webinar Series: Leading Engagement From the Outside-In

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