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Three major trends -- content marketing, cause marketing and social media -- are converging to impacta Associations and Nonprofits. This paper quickly outlines what DrakeCo -- an accredited association managment company -- is seeing.
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Making Dreams Fly
®
Converging Trends Impacting Associations
Making Dreams Fly
®Why People Join
• Mailboxers: judge the association almost entirely by what they get in the mail. Likely to ask “Is the material I get in the mail worth the dues?"
• Relevant Participants: judge the association by meetings; attend meetings for both information-gathering and networking purposes.
• Cognoscenti: join and stay because they are seeking specialized information that they cannot get anywhere else. Ensure these individuals get up-to-date and accurate information.
• Status-Conscious: join for the status an association provides. This might include its reputation, awards programs, publisher or speaking opportunities or other recognition programs.
• Shapers: join and stay primarily to have the opportunity to shape association policy.
• Altruistics: generally motivated by the values of the association; must be motivated by the message.
• Comparison shoppers: shop between associations that can meet the same or similar needs.
• Doubters: need to be continually convinced why they should belong.
• Not-relevants: will leave if the organization becomes irrelevant to their needs.
Making Dreams Fly
®Groundswell
A social trend in which people use technologies to get things they need from each other rather than from traditional institutions such as corporations or associations.
Making Dreams Fly
®P.O.S.T. Process
P = People
O = Objectives
S = Strategies
T = Technology
© Groundswell, Forrester Research
Making Dreams Fly
®Tecker’s 6 Trends
1. New Intermediaries Since anyone can provide content, people looking
for trusted experts Associations could serve as the trusted community
of experts
2. Reverse Mentoring Millennials adaption of Web 2.0 impacting all Web 2.0 tools for discussion & distribution
3. Green Economics Green has evolved from philosophy to economic
necessity
© 2008 Tecker Consultants LLC
Making Dreams Fly
®Tecker’s 6 Trends
4. Inverted Workforce Boomers retreading taking positions formerly held by
young entrants who are now taking mid-level positions requiring technology
5. Maturing Globalization Act Global: Think Local is new mantra Global companies decentralizing to get close to local
6. Brain, Brawn & Bucks Aging Boomers + less healthy children mean universal
healthcare will result in a supply-demand crisis Costs will be paid from reallocated resources meaning
some associations will represent winners and some will represent losers © 2008 Tecker Consultants LLC
Making Dreams Fly
®
Converging Trends Impacting Associations
ContentMarketing
CauseMarketin
g
SocialMedia
Making Dreams Fly
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What: Sharing contentOld: Controlled, Members OnlyNew: Open to all (w/exceptions)Why? Be filter for members
Be thought leaderBecause if you don’t
someone else willExamples: marketingprofs.com
raintoday.comDrakeCo Clients:CLA – Weekly TipsDCHA – R
Content Marketing
Making Dreams Fly
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Making Dreams Fly
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Making Dreams Fly
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What: NonProfit & For ProfitOld: PhilanthropyNew: Marketing for Purpose & PassionWhy: Engagement, awareness, fundsExamples:
Trees for TroopsMO KidsFirst
Cause Marketing
Making Dreams Fly
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What: Community, relationsOld: Word of mouth, networking, gossipingNew: Web-based tools w/o gatekeeper Why: Community buildingExamples:
Facebook Fan PagesLinkedIn GroupsYouTubeFlickrTwitter
Social Media
Making Dreams Fly
®SlideShare
Making Dreams Fly
Making Dreams Fly
Making Dreams Fly
®Twitter Ties
Contacts
Concepts
Content
Making Dreams Fly
®Content lead from Twitter
Making Dreams Fly
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Social Media as Fundraiser
Making Dreams Fly
®Media Portfolio
Making Dreams Fly
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Converging Trends Impacting Associations
ContentMarketing
CauseMarketin
g
SocialMedia
