Here is a new and free strategic resource for your Not For Profit Marketing. The database was created with a simple goal in mind – to help NFPs develop a positioning statement that works best for them. ‘Our Story’ (AKA Positioning Statement or Elevator Pitch) is a statement that addresses your market’s most pressing problem and focuses on outcomes or benefits. In just 10 words or less it clearly says why they should care about what you do. ‘Our Story’ is therefore the foundation for all your communications as it … Read More
If you are reading this you are a member of at least one professional or industry association. Professional Associations that are expensive and so many never seem to do enough to justify their cost. Now, within 5 years 80% of them will vanish. And the 20% who survive will look nothing like they do now. ‘Social’ networking is changing their world forever. How are they meeting the threat? Over 90% are rearranging the deckchairs: pretty new websites; working on their ‘positioning statements’ with high priced marketing consultants; and revamping their cash cow, … Read More
It should be clear just how many threats there are to Industry Associations. Luckily, we have the solutions to help yours prosper in today’s climate. All Industry Associations must continually assess the value they provide their members; that much is a given. But, we see three additional steps for Industry Associations to turn threats into opportunities… Be the first in your field to build a LinkedIn Group (“LIG”) – with both critical mass in your market and engaged membership. Such a group is ideal both as a powerful marketing tool … Read More
Online Forums offer subscription services and a multitude of privileges to members, so why do many Associations fail to see forums (essentially websites) as a major threat? Sure, they’ve been around for over 20 years, but forums have recently boomed in size, transforming into serious competitors for smaller Associations. Online Forums: What we already know about the threats… One of their primary draw cards is a provision of links to external content. In addition to what’s provided on their pages, this offers users access to a wider range of resources and … Read More
LinkedIn Groups (LIG’s) aren’t the only danger to local associations – Professional Associations with a global focus are one of the factors, larger associations going international pose a similar threat and are the second giant component of the new world of ‘hypercompetition’. For small English-speaking countries like Australia, the biggest challengers are the USA and the UK. These giants Associations are also feeling the effects of the two big threats: Baby Boomers retiring and the spread of free Social Media platforms. Therefore maintaining and growing membership in their domestic markets is … Read More
Social Media platforms such as LinkedIn threaten the future of the many hundreds of professional and industry associations in Australia, predicts online marketer Toby Marshall. Toby predicts that services traditionally provided by industry associations will become redundant as the same specialist services become readily available through the internet and social media platforms such as LinkedIn, Facebook and Twitter – often for free.