How to create a memorable recognition and awards program for your association

by Alison Keller

Running an awards program is a lot of work. An association will want to keep top of mind how to publicize the program in order for the association and the award recipients to gain the most benefit. Also, it is important to keep the program fresh and exciting for members. Below are a few ideas to help in these areas.

Drive the Excitement Here are a few simple items to add to your awards programs:

• Collect quotes and pictures from previous award recipients (stating the benefit they received from the program) to include in your marketing in newsletters, website, emails, etc. 
• Host a conference call where staff can explain rules and process regarding the awards program and previous award recipients describe their entry process. 
• Send email reminders with tips for submitting a nomination. 

Provide the Tools In order for recipients and associations to gain added publicity, associations can provide recipients with the tools to aid in marketing their award.

One option is to provide branded marketing tools such as: web banners, PowerPoint templates (for internal presentations), press release templates, Facebook logos, email signature logos, award photos and more. 

The tools should include the award program logo, date (year) and award recipient status. To further emphasize and explain the process, set-up a conference call with the recipients to review the items and encourage their use. Also, it is helpful for the tools to be in one place and easy to access. Look into creating an Awards Program Marketing Tool Kit site for easy downloading of the tools.

Create an Award Ceremony to Remember We all know that awards banquets can get long and boring. Make this an event your association members will not want to miss. The following are a few ideas. 

• Instead of having long and drawn out recipient speeches, require each recipient to provide a 60-second video that highlights their award project and team. Use this in lieu of a speech and encourage them to make the video fun. 
• Playing upbeat music during the ceremony can add to the hype
• Hire a professional photographer to take pictures during the ceremony and then afterwards with each award recipient and the association president.

Using Board Members to Engage Attendees at Your Trade Show

by Lauren Mangnall

Your conference committee, board of directors and association staff has spent countless hours putting together a trade show or convention that will be beneficial for both attendees and exhibitors.

There are various activities, games and giveaways staff can organize to help increase traffic on the trade show floor. But there is another untapped resource.

Here are a few tips to help facilitate engagement among exhibitors and attendees at your trade show by utilizing the great resources your association already has: Board Members.

1. Double Duty – Board members are great resources because they are often experts in their industries. Ask other board members to do double duty by conducting a breakout sessions or workshop on a topic related to their industry or profession.
2. Table Topics – If attendees and exhibitors will be eating meals in the trade show, recruit board members to sit at each table and act as a moderator for various table discussions. Each table might have a small sign displaying the topic so attendees can choose which table and topic interests them. Conversations can be very casual with the board member simply there to get the conversation going.
3. Demonstrations – setup a small stage with a microphone and a seating area inside the trade show and have board members conduct short demonstrations (15 minutes) on various products or services.
4. Designated Stations – If your trade show is on the smaller end, have each board member “assigned” to a handful of booths. They can check in with the exhibitors, talk to attendees in the area. If you have a large trade show, have designated times that board members will be stationed at a certain area. For example, do you have a recharging station or another similar area in the trade show? Have each noard member sign up for a 30 or 45 minute timeslot to be “stationed” in that area to talk to members and attendees walking by or stopping to recharge their mobile devices.
5. Board BINGO – games and giveaways are often used to help generate traffic on the trade show floor. This game will work best if you have a large board of directors. Create a BINGO board that contains the photos of all of your Board Members. Every attendee will receive a BINGO card at registration. Instead of calling out numbers, call out names. The names will only be announced in the trade show. Offer a significant grand prize for the first person to complete a row on their BINGO card.
6. Contests and games - Setup a small stage inside the trade show and have board members go head-to-head with attendees on different fun games like balancing a soda can on its rim, bouncing ping pong balls into glasses or balancing an egg on its end (think of the NBC show Minute to Win It). If the attendee wins, they are entered into a raffle for a prize at the end of the day.
7. Raffles – Have your board members walk around the trade show floor and sell tickets for a 50-50 raffle. It’s a great way to raise money for a new project or program that needs funding or collect donations for a charity or foundation. And it’s a great opportunity for board members to get to know the attendees and exhibitors and build relationships.

As an association leader, you should be the face of your organization. Getting involved in the trade show is a great way to get engaged with attendees and exhibitors.

What other ways could you use your board of directors and committee leaders in your trade show?

How to Start an Association

Every now and again, we go through a phase when we get multiple calls or inquiries from individuals looking to start an association or formalize a loosely knit group. I had a businessperson contact me recently who had a 60,000-member group on LinkedIn. He wanted to monetize the group by creating an association, establishing a membership dues structure and soliciting sponsors.

Certainly not a bad idea. He has a significant and engaged audience plus industry support. There is value in what he's doing -- connecting members, providing job posting services for employers and hosting some educational opportunities. For members, and for shareholders (he was considering a for-profit model, but the same applies for non-profits), there was money to be made.

Launched in 2010, U.S. Farmers and Ranchers Alliance -- affiliate 

representatives pictured -- started as an idea. With goals and 

objectives in place, the founding affiliates took steps to put their 

vision into action. 

Our discussion was broad-ranging, but here are a few basic items we went through to determine whether this was a good idea or a non-starter:

Steps to start an association

Form an organizing committee or task force to determine interest: is there enough to get started? Is the interest local, regional, national, international? Is there a need for a "stand-alone" association or could the needs be better met by becoming a special interest group of an existing association with similar goals?

If you decide to move forward and organize an association:

1. Write preliminary vision and mission statements
   Include a section on why you are organizing the association; who should be a member of it; what services and benefits members will receive, etc. Carefully consider your value proposition -- what sets you apart from your competition; what makes your new association unique. Emphasize this.
2. Determine the organizational structure: board, committees, chapters, etc.
   To be effective, a board should be not more than 15 members. Current trends suggest no more than 5 board members, but some boards get extremely large (50 or more) because they want to represent all interests, but a board this large becomes a representative body requiring an executive committee that functions as a board. Check out Race for Relevance by Harrison Coeveur for current trend information.
3. Determine the membership structure
   Who can be members? Do you have different member classifications; e.g., active, associate (for suppliers), student, etc.
4. Determine the not-for-profit structure and file articles of incorporation and bylaws
   You should use an experienced association professional or attorney to draft articles, bylaws and incorporation papers.
5. Develop a tentative budget and revenue sources
   Setting dues level is difficult. Dues establish the perceived value of the organization. Don't set the dues too low, but setting it too high could discourage membership. One key factor to dues is whether it is being paid by the individual or the company.
   
   Dues account for about 42 percent of today's typical association. The remaining revenue comes from meetings and conventions, publications, contributions, suppliers, etc.
6. Develop sound communications tools
   This can range from a printed or email newsletter to a simple website.
7. Focus efforts on both member recruitment and retention
8. Determine short and long-term plans for management of the association
   Volunteers (board & committee members) implement management functions (newsletters, programs, dues notices, etc.) of most start-up associations. Once the organization is running, volunteers normally hire staff to manage the association.
   
   You have two choices when paying for management services: you can hire an executive director and staff which also involves renting office space and equipment. This is often too expensive for a new organization. Or, you can contract with an association management firm. These organizations specialize in providing staff for the various needs of several organizations. 

These steps will help you get started, but one item you'll need to be best equipped for success is cash. Just like a start-up business, start-up associations need investors. Although the amount of investment needed is difficult to assess based on the unique needs and structure of various associations, $250,000 is a good place to start if you're working with an association management company like AMR Management Services. This will get you through year one covering staff costs and marketing expenses.

Certainly, individuals can launch an association for less money buy more sweat equity, but experienced professionals are more likely to launch a new association successfully.

One thing I've learned through working with and talking to start-ups is that everything always costs more, takes longer and is not as successful as you initially anticipated.* When you finish your budget projections, subtract 30 percent from your revenue and add 30 percent to the expenses. For good measure, stretch your time lines by 6 months.

Now that I've discouraged you to start an association, ignore it. Work the steps, research your target audience fanatically, thoroughly consult experts and find smart people to help. Associations can do great things and the nonprofit sector needs innovators to shake it up. Good luck.

Here are some other resources:

• ASAE White Paper: Starting an Association
• Growth in Startups -- A Counter Trend
• What 501(c) Status is Right for My Organization

* This is not always true, but rather a gross generalization. Your idea may be great, but it's probably not the exception to the rule.