On day two of the Leadership Conference, I made my way around the room saying hello, making face to face connections, and shaking hands. I always make an effort to do this so that I can look leaders in the eye and thank them for the service they give to help better the profession and themselves.
People like to sit together, the AE, the President and President Elect. It’s a comfortable seating arrangement. They get to learn together. At certain times during the talk their eyes meet as if to say “what do you think?”
I met Andrea B., her Board President Elect and their Association Executive who proudly serve. The AE said she has been in the position for 43 years.
There are 50 local associations in Georgia with ranging memberships from 100 to 8,000. Many bump up right next to each other. Several are in the vicinity of Atlanta. Five or six of them are inside or touch Atlanta.
Andrea stood up so that we could talk face to face and said, “Stop selling and start sharing … that was my money moment from yesterday. I can’t wait to find my money moment for today.” Every person in the room has a different money moment. Andrea defined this as “the one take-away that represents the return on my investment for sitting here today.”
Each person in the room has a different money moment. Everyone is braving their leadership position with anxiety, uncertainty, anticipation, and with their own predisposition towards their leadership position. Each is securing their place in the leadership fold and all want to make a difference.
Andrea’s money moment came from yesterday’s presentation about how important it is to articulate the association’s “So What?” What an association offers members that they (members) need most that they (the association) does best. I reference what Naylor says about association communications in general: “Associations greatly underestimate the impact of communications overload and clutter on a member’s perception of value.”
Jennifer H., Communications Director at Oregon Association of REALTORS® once said that “We have two kinds of communications at OAR:
“Selling and Sharing. We do much more selling (attend this event, contribute…take the course) and not enough sharing of information that actually helps the member learn how we can help them be more successful in their business and make more money.”
Listening to members answer what they worry about in their business is a vital step to discovering what value means to them. Using this first step FIRST to define the link between member needs and association benefits is a demanding, intense, and crucial process. It has to happen before sharing any information in order to link the next class, or event, or RPAC investment to what it means to the member.
Thanks Andrea B. for challenging every one of your 200 counterparts to find a Money Moment! Byron B., a small associations Association Executive reminds us that the most value able asset for a CEO is one hour of work from a willing volunteer. We need to make sure we use their time in the most effective way possible. Money is a rational, effective motivator. #moneymoment