Small associations: kicking big goals
Kersten Gentle, CEO of Frame and Truss Manufacturers Association of Australia, shared that she commits to doing one new thing every year, with her most recent venture being a podcast which was started with a team of two, herself and the Marketing Coordinator. Fitting of the industry she represents, she adopts the mindset of thinking outside the triangle.
The Neighbourhood Houses Victoria is a unique story, in that, it has almost 100% coverage of the sector, and as such, CEO Keir Paterson, says they are not about growing, but to respond to the needs of its members. One example was the association’s response to the burnout of neighbourhood house managers during COVID as the pressures were mounting on them, often a small or a one-person team. The association hired locums to go out to the neighbourhood houses and relieve the managers, giving them a much-deserved break. A true testament to the success of the program is that the locums are now in 12 neighbourhood houses in the State.
How to make more profit in your association
Speaking on Forestry Australia’s financial reporting to the board, Sue Bruce, Finance Manager, shared that they include a ratio analysis to provide a comprehensive view to the Board on how much is in excess funds for investment opportunities.
Having a governance model that allows the association to make money is the important first step to ensuring that associations can make money. As CEO of Swimming Pool and Spa Association of Australia (SPASA), Lindsay McGrath, says “doing good means you need surplus”.
Lindsay says SPASA is run more like a marketing company, because the association could not have grown both in its membership and revenue if they were limited to only talking to builders and retailers. Any products or services, like its education or standards offerings, are launched quickly – within 90 days – then reiterated after launch. Referencing its sponsorship drive, Lindsay says to “always bundle” and to offer your product or service for free the first year, then charge the next year.
Communications Rapid: association communications with impact
Helen Dehen, communications consultant and former TV journalist, offered advice for associations to “do some of the journalists’ work for them” to increase their chances of scoring media coverage. Helen shared this checklist for what makes your story stand out to journalists:
- Is this story interesting or exceptional?
- What’s new? Data, opinions, breakthroughs, guidelines, photo opportunities etc.
- What’s the context? Concise background information on who, what, when, why and how
- What’s the impact? Try to quantify
- Where’s the human interest? Interview someone whose life has been impacted (case studies)
- Who else will bring the story to life? Head of organisation, spokesperson, independent experts, celebrity etc.
- What will bring this story to life? TV, newspaper, radio etc.
- Why is this story interesting to this journalist/outlet? How does it fit with their news agenda, and/or interesting to their target audience?
- What could go wrong? Confusing information, and chances of narrative getting twisted etc.
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