Key Lessons from the 2014 Association TRENDS Finance & Operations Excellence Survey
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Transcript of Key Lessons from the 2014 Association TRENDS Finance & Operations Excellence Survey
TRENDS LIVE
Key Lessons from the 2014 TRENDS Financial & Operational Excellence
Survey
4/22/2014
© 2013, Association TRENDS. All rights reserved 1
© 2013, Association TRENDS. All rights reserved
Today’s Speakers
Steve Lane President, Vertical Leap Consulting, LLC
David Kushner Founder & CEO, The Kushner Companies LLC
John Kagia Director, Strategy & Insight, ORI
Elizabeth Keyes Chief Operating Officer
American Pharmacists Association
Drew Gruenburg Chief Operating Officer
Society of American Florists
Laura Lott Chief Operating Officer
American Alliance of Museums
Methodology & Demographics
SAMPLE SIZE 2014 n=331 2013 n=295
Online Survey
Fielding: 3/11/14 – 3/31/14
Margin of Error: ±5.3
Trade Associations
Professional Societies
Association Management Company
Social, Military, Educational, Religious, or Fraternal
Other
50%
32%
6%
9%
2%
Association Types
Executive Director/President/CEO
COO/CFO/CAO
Another executive team member
The head of a division ordepartment
Other
30%
42%
14%
5%
9%
Titles
© 2013, Association TRENDS. All rights reserved 3
PRIORITIES: Operational and strategic planning, and member engagement are associations’ main priorities in
2014.
2014 2013
Operational planning processes 37% 45%
Member engagement strategy 33% -
Strategic planning processes 32% 38%
Marketing 26% 28%
New program/product development 23% 26%
Technology infrastructure for internal effectiveness 22% 26%
Match of internal capacity to the strategic objectives 19% 26%
Organizational climate/morale/staff engagement 18% 22%
© 2013, Association TRENDS. All rights reserved
Q:Which are the three most important areas of focus internally for you in your organization? (other than member recruitment, retention, and satisfaction) *Newly added in 2014
4
Beyond operational processes, associations will be focused on executing member engagement initiatives and
developing new products and services.
2014 2013
Operational planning processes 47% 48%
Member engagement strategy 44%* -
New program/product development 44% 41%
Marketing 41% 42%
Strategic planning processes 37% 36%
Technology infrastructure for internal effectiveness 34% 46%
Member communications 30% 28%
Match of internal capacity to the strategic objectives 24% 28%
© 2013, Association TRENDS. All rights reserved
Q: In which of the following areas do you have major, new initiatives planned this year?
*Newly added in 2014
5
Larger associations are significantly more likely to grow their staff in 2014 than smaller and regionally focused
organizations.
15%
27%
36%
13%
26%
42% 39%
0%5%
10%15%20%25%30%35%40%45%
© 2013, Association TRENDS. All rights reserved
Q: Do you expect the number of staff to increase in the next six months?
6
While technology remains a leading priority, associations are less likely to increase spending on new IT or member retention
initiatives in 2014.
2014 2013
Web development 56% 63%
Employee benefits/health insurance 55% 57%
Technology (excluding website) 50% 60%
Membership communications 47% 44%
Membership promotion/retention 45% 51%
Real estate 37% 40%
Product and service marketing 34% 37%
© 2013, Association TRENDS. All rights reserved
Q: Do you expect the following non-labor expenses to increase in this fiscal year compared to the last fiscal year?
7
While the majority of associations (62%) get less than half their budget from dues, smaller associations remain much more likely
to earn more than half of their budget from dues.
30%
18%
32%
25% 24% 26%
17%
30%
0%
5%
10%
15%
20%
25%
30%
35%
Total Annual budget = <$1mn
<25%
25-49%
50-74%
75-100%
© 2013, Association TRENDS. All rights reserved
Q: Approximately what percentage of your organization's annual budget comes from dues?
8
Organizations operating at the state and local level were significantly more likely to rely on dues for more than half of
their budgets than organizations with wider reach.
30%
40%
16%
9%
34% 32%
20% 14% 18%
21%
41%
21%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
<25% 25-49% 50-74% 75-100%
International
National
State/Local
© 2013, Association TRENDS. All rights reserved
Q: Approximately what percentage of your organization's annual budget comes from dues?
9
Annual meetings and advertising/sponsorships remain the main sources of non-dues revenue, while earnings from investments
have declined significantly.
Annual Meeting Registrations
Advertising/sponsorships
Investment income
Educational Programs
Products and Services
Exhibits
Royalties
Donations/Grants
Special member contributions
Research
76%
75%
61%
65%
56%
50%
40%
37%
13%
11%
75%
72%
67%
65%
56%
54%
45%
36%
15%
12%
Non-Dues Revenue Sources
2014
2013
© 2013, Association TRENDS. All rights reserved
Q: What are your non-dues revenue sources?
10
Fewer organizations started new nondues revenue projects than in 2012, however the number of small organizations who
launched new initiatives jumped significantly in the past year.
33%
45% 48%
54%
46% 43%
51%
42%
<$1mnannualbudget
$1-4.9mn $5-9.9mn >$10mn
2013 2014
© 2013, Association TRENDS. All rights reserved
59%
46% 45%
0%
10%
20%
30%
40%
50%
60%
70%
2012 2013 2014
Q: Have you initiated any new nondues revenue projects in the last 12 months?
11
More than half of the associations (56%) expected salaries to rise in the next year, with professional societies (64%) being most
optimistic about a staff salary increase.
56%
64%
45%
36%
0% 10% 20% 30% 40% 50% 60% 70%
Total
Professional societies
Trade associations
<$1mn annual budget
© 2013, Association TRENDS. All rights reserved
Q: In the next 6 months, do you expect staff salaries to increase?
12
Interest in dashboards and other visualization solutions continues to grow, but adoption has been slowed by the
complexity of the data design and management requirements.
24% 53%
17% 3%
Yes
No
It's planned for 2014
Don't know
© 2013, Association TRENDS. All rights reserved
Q: In 2013 did your organization make a technology change that will allow you to more easily create, monitor and utilize a “dashboard” of key operating metrics?
13
More than half the associations either adopted technology to help track member engagement in 2013, or plan to so in 2014,
underscoring the importance they are placing on better understanding their members’ experience.
36%
39% 16%
2%
Yes
No
It's planned for 2014
Don't know
© 2013, Association TRENDS. All rights reserved
Q: Did your organization make a technology change in 2013 to better track engagement levels and lifecycle trends of your membership?
14
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