1. Association 101
CAE Domain 8:
Programs, Products & Services
Penney De Pas, MA, CAE
Senior Account Executive
FirstPoint Management Resources
AENC Association 101
September 26 & 28, 2012

2. Association
Programs, Products & Services
The
Tangibles
of Association Work
(Delivering the Benefits of Membership)
AENC Association 101

3. What do Members want from their
Membership Dollars?
Leadership Vision – Where is the world going? How
can we as a group make an impact on the world and
our lives in a positive manner? What is new that I need
to learn to improve my business/profession?
Connection – Building social relationships and
community through networks of conversations and
idea-exchange.
Contribution and Reward – Making a difference
through giving and recognition of that difference.
AENC Association 101

4. How can our Association
provide programs, products,
and services to
address what the members
want?
AENC Association 101

5. Idea Development and Measurement
Brainstorming
Feasibility needs assessment
Introducing New
Modifying Existing  RESEARCH
Discontinuing Existing
Comprehensive Implementation  PLAN
Plans for  IMPLEMENT
Operation, Marketing, and Cost-
Effectiveness  EVALUATE
Periodic Evaluation –
maintain, improve, discontinue
Monitor revenue streams
AENC Association 101

6. What are some programs, services,
or products typically offered by
associations?
AENC Association 101 :15

7. Categories of Traditional Programs,
Products & Services offered by Associations
• Meetings and Events
• Communication & Publications
• Fundraising, Sponsorships & Development Programs
• Certification, Accreditation and Licensure
• Affinity Programs
• Professional Development Programs & Delivery
• Advocacy
• Best Practices
• Career Placement/Networking
AENC Association 101

8. Meetings & Events
Large or Small Gatherings:
Conferences
Conventions
Board & Committee
meetings
Trade shows
Webinars
Receptions
Regional Gatherings
AENC Association 101

9. What are some of the principal
functions of association meetings?
AENC Association 101

10. Principal Functions of
Association Meetings
Peer Interaction/Socialization
Education
Conducting Business Among Members/Vendors
Recognition
Conducting Association Business
Important to understand and communicate the
Underlying PURPOSE of the meeting. This helps dictate the
selection of the FORMAT for the meeting (degree of human interaction).
AENC Association 101

11. Meeting Formats
Convention Industry Council APEX Standards:
http://www.conventionindustry.org/StandardsPractices/APEX.aspx
Formal Lectures
Plenary vs. Breakout Sessions
Panel Discussions
Workshops/Roundtables
Interactive/Hands-on Participation
Simulations
Poster Sessions
Webinars
Exhibits/Trade Show
AENC Association 101

12. Special Considerations & Terms in
Meeting & Event Planning
Request for Proposal (RFP) Special (tricky!) clauses
 Force Majeure*
– specifies meeting dates and  Indemnification
requirements  Most Favored Nation
 Commissions
Proposal – meeting venue’s basic  Concessions
response to RFP; does not address  Cutoff Date
most contractual issues  Attrition (Rooms, F&B)
Contracts  Cancellation
 Billing Arrangements & Deposits
Everything is negotiable, but  Litigation
certain items are more  Outside Vendors
negotiable than others  Signatures
Seller’s market vs. Buyer’s  Exhibits
market  Addenda
Standard contract – hotel’s vs.
*Event Cancellation Insurance
association’s
Legal review
AENC Association 101
:30

13. RFP & Contract Components
Association name/Venue Auxiliary suppliers
Dates of event Food & Beverage Events
Number of sleeping Financial billing/payments
rooms/suites
Cancellation/Attrition
Room rates
Commissionable? Hold Harmless/ Indemnification
Complimentary rooms Americans w/Disabilities (ADA)
Reservation Procedure Insurance
Meeting Space Location of Adjudication
Exhibits Signatures
AENC Association 101

14. Special Considerations & Terms in
Meeting & Event Planning cont’d
Banquet Event Order (BEO) Drayage
 Acts as a contract of performance, specifies  Commercial hauling of shipments
every detail of an event, each page is  Exhibitions and trade shows need to
signed. contract with an official drayage firm.
 Exhibit hall contracts usually include a
 Created by the facility staff and sent for provision that defines financial
review to the association meeting planner. consequences for early shipment to the
The details of count, set-up, menu, and facility.
timing are presented in the order.
 The banquet event order (BEO) should be Open Space Meetings
reviewed carefully within the timeframe  Effective, economical, fast, and easily-
specified by the facility sales repeatable strategy for organizing
department, and should also be available meetings of self-organizing groups of all
and checked during the event to assure that sizes to deal with complex issues in a very
short period of time.
you have received everything the  Open space technology allows the group
association is paying for. to create its own agenda for discussion
 May be preceded by association sending around previously specified themes. The
detailed Meeting Specifications in writing. end result is a plan of action to create a
vision for the future.
AENC Association 101

15. From Contract to Event
Agenda Additional suppliers:
Speakers Airlines
Agreement Ground Transportation
Honoraria Car Rental
Travel costs & arrangements Destination Management
Meeting Specifications Companies (DMC)
Room setup Travel Agents/Tour Agencies
Food & Beverage Off-site caterers
Audio-visual Entertainers
Promotion Speakers
Registration Audio-Visual companies
Housing Trade Show decorators
AENC Association 101

16. On-Site Operations at Event
Preparation and promotion of a meeting can take months of work,
but on-site operations are the most visible.
Good on-site work cannot make up for poor planning, but poor on-
site performance can undermine months of good planning.
Early Arrival
Advance Shipment of materials
Pre-Con meeting with venue staff
Facility tour
Emergency (fire, medical, other ) Procedures
Responsible, accountable, business-like, calm
Sufficient and trained support staff
Transportation
Guest/Spouse Programs
Pre- & Post-Conference Events
AENC Association 101

17. Why are some key considerations
for association communications
and publications?
AENC Association 101

18. Communication & Publications
To Inform or Educate
Print or Digital Media
Communication Mix
In-House or Out-Sourced
Order Fulfillment Methods
Journal/Magazine
Newsletter
Whitepaper/Research results
Website
Directory/Buyers Guide
Annual report
Press release
Study guide
Press kit
Pamphlet
Book/DVD/CD
Audio-Video Conference
Social Media
AENC Association 101 :45

19. Legal (e.g., copyright, licensing, advertising, etc.)
Issues for Meetings & Communications
Copyright/Intellectual Property Rights
Music Licensing (BMI/ASCAP)
Royalties & Commissions
Advertising - UBIT
Vendor Endorsement
Mailing List Rental
Americans with Disabilities
Act (ADA)
Member vs. Non-Member Pricing
Confidentiality/Privacy
AENC Association 101

20. Fundraising, Sponsorships &
Development Programs
Fundraising &
Development Activities
• Special Events Sponsorships
(e.g., golf, running, • Specific Events
charitable activities) • Web
• Silent Auctions Advertisements
• Donations with • Directory Ads
Renewals • Year-long
• Direct Mail Sponsorships
Appeal • Named
• Telemarketing Sponsorships
• Foundation • Scholarships
• Grants
AENC Association 101

21. Why do people donate?
AENC Association 101

22. Why People Give
People give to people, not to organizations.
They care and feel involved.
They want to express their personal values, ideals, and goals.
They have a deep gratitude for life, benefits, and services
received or for personal achievements.
They may have personal or family pride.
They want the opportunity to join an organization’s success.
They want a provision for tributes and memory.
People very seldom give only for tax reasons.
AENC Association 101

23. Fundraising Terms & Major Activities
Annual Fund - The cornerstone of many fundraising programs, this fund generates money
for ongoing support and seeks to enroll new donors, renew donations, and upgrade the level of donation.
Contributions typically support current programs through unrestricted gifts.
Capital Campaign - Raises funds aimed at constructing or renovating a building, or for
purchasing equipment. This appeal is a time-limited campaign and encourages gifts in the form of multi-year
pledges, sometimes over five or six years.
Foundation - Many 501(c)(6) associations have 501(c)(3) foundations as subsidiaries in order to
fulfill a special educational or charitable need. Donors to a 501(c)(3) make tax-deductible
contributions, whereas contributions to a 501(c)(6) can only qualify as a business expense. A bonus to
501(c)(3)s is to take advantage of tax and postal-rate benefits for that classification.
Grant Writing - A skill needed for successful fundraising through application to other
foundations, government agencies, or other funding organizations. The grant writer prepares a professional
proposal that must persuade the granting foundation to give the money to your organization. The proposal
includes what you want to do, why this program is needed, how you will do it, how much it will cost, and
how much money you want from the foundation. Proposals of this type compete for available moneys from
foundations and government agencies.
AENC Association 101

24. Fundraising Terms & Major Activities
cont’d
LAI Principles - The LAI principle usually proves helpful when researching and identifying true donor
prospects.
Linkage is any contact, bridge, or access through a peer to a potential donor, i.e., who do your Board members
know?
Ability is an assessment of whether the potential donor has the ability or sufficient holdings to make a contribution.
Interest assesses the potential donor’s interest in the organization’s cause, mission, or accomplishments.
Planning Giving - Planned giving refers to the solicitation of gifts from current asset holdings or a
person’s estate. The gift can be cash or assets, such as stock, property, or insurance bequests. The donor makes the
bequest as a trust, contract, or gift.
Endowment – The principal is invested for the long-term while the interest is used to support a specific
cause or program and may be restricted or unrestricted. The campaign is more slowly paced than an intensive, short-
term capital campaign.
Special Events - Fund-raising events that connect donors to the institution, but integrate fun
and social capital into the mix.
AENC Association 101 :00

25. Fundraising Issues
Charitable Solicitation License – federal & state laws
Registration
Solicitation methods
Disclosure requirements
Documentation obligations
Tax deductibility
Annual reporting
Own Staff vs. Outside Consultant vs. Professional Solicitor
Verification of Donations/Amount of Deductibility
AENC Association 101

26. Credentialing Programs*:
Certification, Accreditation & Licensure
Accreditation: usually refers to a process of
standards setting and compliance measurement
for systems, organizations, or institutions.
Certification: usually implies the measurement of
competency for individuals. Certification and
accreditation programs are also referred to as
credentialling activities.
Licensure*: programs administered by
government agencies. (*Therefore, it is technically
NOT an association activity.)
*As a premier vehicle for defining Excellence, Quality, and Acceptable Performance in a field or
industry, credentialing can be a large revenue source for an association, but it does require a long-term
AENC Association 101 commitment and a large commitment of resources.

27. Considerations for
Certification & Accreditation
As a quasi-public undertaking, credentialing criteria should be established
only after reasonable notice and opportunity to participate is afforded to
all who may be affected (e.g., Grandfathering) and must not restrict or
boycott competitors. It does not guarantee or ensure competence.
1. Participation should be voluntary and open to nonmembers.
2. All candidates should be treated equally.
3. Associations should not promote credentialed individuals by name or
disparage the non-credentialed.
4. Should not be used to blackball or limit competitors.
5. Denial of credentials should be made by written notice, giving reasons for
denial; opportunity for an appeal in writing or at a hearing should be
offered, to be decided by a body other than the one that made the initial
decision.
6. Decisions on applications should be made by an objective body not
composed exclusively of credentialed individuals who might stand to gain
AENC Association 101 financially from a decision affecting competitors.

28. Affinity Programs
(aka “Non-Dues Revenue”)
The association licenses its intangible property (e.g., name, logo, members lists) to
the vendor company in return for receiving royalty payments.
Most Common Types of Affinity Programs:
• Group Insurance Coverage – particularly for specific industry or hard-to-insure
• Group Purchase Discounts for items such as office supplies
• Credit Card Issuance – licensing of Association logo
• Product Endorsement by Association of vendor product
• Job Board managed by vendor
AENC Association 101

29. Advantages to Affinity Programs
For association and its members:
Offers members additional services with little investment of
association money or staff resources
Reinforces loyalty between association and members
Provides group discounted services
Keeps dues lower
For vendor:
Greater sales efficiency – captive market
Enhanced credibility and recognition
Increased customer loyalty
AENC Association 101

30. Disadvantages of Endorsing Vendor
Products & Services
Associations granting third parties permission to use their names and logos
in connection with various programs and activities expose themselves to
liability in product and tax issues. Legal concerns arise when such use is
perceived as giving official advice or providing a formal endorsement of a
product or service related to the field or industry the association
represents.
Consider:
The market power of your endorsement. It may be considered as anticompetitive.
Tort liability. An endorsement may give the impression that the association is an
expert on the product being endorsed, exposing the association to negligence claims.
The tax implications. Revenue generated may be considered UBIT.
Product endorsements: the association's endorsement may be regarded as vouching
for the product's safety, efficacy, or propriety.
Liability risk: potential for misuse of intellectual property.
AENC Association 101 :15

31. Professional Development
Programs & Delivery
• Incorporate Adult Learning Styles – peer-learning, solution-focused
• Address Codes of Conduct, Conflicts of Interest, Self-Regulation, and
Anti-Trust
• Professional Development Education cuts across multiple areas:
• Meetings and Events
• Certification and Accreditation
• Communication and Publications
• Issues of Privacy and Confidentiality
• Standardization
•
Best Practices
•
Testing
•
Classification, Definitions
•
Design or Performance Standards- Interchangeability
• Statistical Reporting – salary/cost surveys
AENC Association 101

32. Advocacy
Members will come together when
there is a mutual crisis to address.
Lobbying – State &
Federal
• Building relationships
with legislators and
staff Grassroots Advocacy
• Knowing and • Inform
presenting the issues • Educate
• Being succinct and • Make it easy to act
clear while remaining • Who knows whom?
flexible • Not just in crisis but
• Knowledge of continually
lobbying laws at state • Behind the scenes and
and federal levels. in front of the pack
• Behind the scenes and
in front of the pack Union negotiation &
AENC Association 101
representation

33. Potential Anti-Trust Issues
in Programs, Services & Products
Codes of Ethics:
Codes request or require members to adhere to minimum standards of practices and policies.
Codes must:
• Not address issues or decisions that relate to competition, pricing, or market relationships.
• Have procedural safeguards designed to ensure that no disciplinary action is taken without
affording the affected party the right to due process.
• Identify penalties in the Code of Ethics.
• Allow for expulsion only for the most severe ethical violations.
Statistical Reporting:
To avoid anti-trust violations in statistical reporting programs:
• Survey instruments must be in written form and prepared by an independent contractor.
• Participation must be voluntary and open to all industry members.
• Information should be based on data at least three months old when published.
• All data should be presented in aggregate form and only in categories where there are
more than five responses.
AENC Association 101

34. Best Practices
The goal of a best Best practices research -
a statistical study that identifies key practices or
practices study in sharing conditions that
information is to raise make the difference between average perform-
ance and high impact performance within an
performance and industry, profession, or field of business.
otherwise increase Steps in best practices research:
progress and innovation. Gather performance data
Identify high performers
Awards programs are Identify practices used by the high performers that
often designed to reward set them apart from average performers.
Published Study could allow practitioners to
best practices. compare their own performances with the
benchmarked performances to determine their
own status.
Provides comprehensive education program that
AENC Association 101 teaches the best practices identified.

35. Research, Plan, Implement, and…
Evaluate,
Evaluate,
Evaluate,
Evaluate
AENC Association 101

36. Questions?
AENC Association 101 :30

37. Penney De Pas, MA, CAE
Senior Account Executive
FirstPoint Management Resources, Inc.
(919) 787-5181, ext. 1221
pdepas@firstpointresources.com
AENC Association 101