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4 ways resilient associations have survived and thrived in the pandemic

Stacey Miller • October 6, 2020

By Personify - Associationnnow.com


What have resilient associations done to prioritize members, strengthen their mission and remain successful during the COVID-19 pandemic? Personify spoke with leaders across the industry to learn more.

Like all businesses and organizations, associations have been hit hard by the devastating physical, mental and financial effects of the coronavirus pandemic. From the biggest associations to the smallest, the lockdown put team members into last-minute scrambles to salvage conferences, to communicate constantly-changing best practices to members—in short, to find fast fixes to keep their organizations alive.

During this unprecedented time, Personify, the leading technology provider for associations, spoke to numerous associations in the industry to better understand what strategies and tactics allowed agile associations to not only survive this dark period in history but to thrive in it. Here are some of the common traits of resilient associations.

EMPATHY FOR MEMBERS

Successful associations don’t simply see their members as sources of revenue, they see them as people. Genuine concern and empathy exhibited by associations fosters gratitude from its members, which according to the Harvard Business Review, is the most powerful way to create long-lasting loyalty.

Case in point: The American Health Information Management Association built a plan to support new members as soon as the pandemic hit. Vicky Betzig, Director of Meetings at AHIMA explained: “We’ve had a lot of people in our profession who experienced salary reductions or lost their jobs entirely. So at the association, there’s been a lot of advocacy around helping them find resources for employment.”

Betzig explained that the AHIMA offered “hardship discounts” for new membership and renewals, and also assisted out-of-work members in how to transfer their skills to other means of employment, like contact tracing.

The American Optometric Association took a similar approach. “When COVID-19 started sweeping across the United States, we knew instantly that the doctors we advocate for would take a hard impact,” explains Adam Reider, Manager of Technical Training & Support. “Overnight, they went from seeing their patients regularly to ‘emergency-only’ scenarios.” The AOA sprung into action with instructional webinars for their members and non-members alike, to help them navigate everything from telemedicine to PPP Loan applications. “We did not feel it was appropriate for us to throw up a giant firewall,” says Reider of this content. “We want to be able to look back after this crisis is over and know that we truly stood for this profession.”

RENEWED FOCUS ON THE MISSION

“During challenging times, it is not uncommon to go back to those foundational elements that serve as the core pillars of value for your members,” said Teresa Zimmerman, Vice President of Marketing at Personify. “Members look to their associations to connect them to a network of people and opportunities that help them advance their discipline, move forward their industries, expand their reach, support their community and create lasting impact.”

Organizations like the Association for Supervision and Curriculum Development found that the pandemic re-energized and re-focused their sense of purpose. Citing the disparity that members reported in the quality of remote learning based on the socio-economic conditions of districts, CIO of ASCD, Fara Francis described a newfound urgency within the organization to help.

“We are tirelessly working to build communities that can connect, advocate and share resources with one another to make sure that no students are abandoned during this time.”

DATA-DRIVEN DECISION-MAKING

“Very few had a playbook ready to go for managing through a pandemic,” said Zimmerman. “We worked closely with our clients to help them better understand what their members needed so they could align experiences and connections through their technology stack and be successful and relevant to their members in this new digital-first world.”

“A mistake I’ve seen many times is an association will develop products and services and experiences in a vacuum, and then try to convince people why they need to buy it,” says Dennis Sadler, Deputy Executive Director for Operations for the National Association of Secondary Principals.

Angel Baltimore, Vice President, Digital Strategy and E-Commerce at American Pharmacists Association, agrees. Rather than guessing what their members needed in the initial days of the pandemic, she analyzed data collected by their AMS, Personify360.

“We’re able to segment and look at the analytics on session attendees to see things like who are members, who are nonmembers, who are repeat customers.” This, Baltimore says, allowed the APhA to focus their energies on the products and services their members wanted most, and which high-value users they should be targeting with their marketing.

A FOCUS ON INNOVATION

The idea of going from in-person to virtual conferences seems commonplace now, but just a few months ago, it came with big unknowns. Namely, how do you execute a virtual conference and will anyone attend?

For the National Association for Home Care & Hospice’s annual meeting, Scott Baum, NAHC’s Senior Director of Meetings, the key to pulling off a dynamic experience that was more than a very long Zoom meeting was technology. “Utilizing Personify’s A2Z Events solution, we added a matchmaking suite that collects demographic information on our attendees and exhibitors,” he explained. “So instead of exhibitors fishing through the 500 attendees, they’re able to narrow it down to the 25 they really want to connect with.” Unlike in-person conferences, this cut down considerably on wasted time (not to mention aching feet.)

“My advice during these unprecedented times is to ‘embrace it’. Very rarely do you have an opportunity to rewrite the playbook for your organization,” said Zimmerman. “This is a career catalyst moment for those that take it and drive their organizations forward with technology transformations that strengthen their relationships with their members in our rapidly changing and always connected world.”
By Stacey Miller May 25, 2023
The recruitment and selection process is a systematic approach used by organizations to attract, assess, and hire qualified candidates for job openings. Here are the key steps involved in the recruitment and selection process: Identify hiring needs: Determine the staffing requirements based on organizational goals, departmental needs, and job analysis. Clearly define the job roles, responsibilities, and qualifications needed for each position. Job advertisement: Develop compelling job descriptions and advertisements that accurately represent the role and attract potential candidates. Advertise the job opening through various channels such as job boards, social media, career websites, and professional networks. Resume screening: Review the received resumes or applications to shortlist candidates who meet the required qualifications and experience. Assess the candidates' skills, education, work history, and any relevant certifications. Screening and assessment: Conduct initial screening interviews, either by phone or video, to further evaluate the shortlisted candidates. This helps assess their suitability for the role and their fit with the organization's culture. Depending on the position, additional assessments such as tests, assignments, or presentations may be conducted to evaluate specific skills or competencies. Interviews: Invite qualified candidates for in-person or virtual interviews. Structure the interview process to assess both technical skills and cultural fit. Use behavioral or situational questions to gauge candidates' past experiences and their ability to handle job-related challenges. Background checks and references: Before making a final decision, conduct background checks, including verification of employment history, educational qualifications, and professional references. This step ensures the accuracy of the information provided by the candidates and validates their suitability for the position. Decision-making: Evaluate the gathered information, including resumes, interview performance, assessment results, and background checks, to make an informed hiring decision. Consider factors such as qualifications, skills, experience, cultural fit, and potential for growth within the organization. Job offer: Extend a formal job offer to the selected candidate, including details on compensation, benefits, start date, and any other relevant terms and conditions. Provide a reasonable timeframe for the candidate to consider and accept the offer. Onboarding: Once the candidate accepts the offer, initiate the onboarding process. Provide the necessary information, paperwork, and resources to help the new hire integrate smoothly into the organization. This may include orientation sessions, training programs, and introductions to team members and key stakeholders. Evaluation and feedback: Regularly evaluate the effectiveness of the recruitment and selection process. Gather feedback from hiring managers, interviewers, and new hires to identify areas of improvement and refine the process for future recruitment cycles. It's important to remember that the recruitment and selection process may vary based on organizational size, industry, and specific job requirements. Flexibility and customization are key to tailoring the process to suit your organization's unique needs. Recruitment and selection strategies have evolved with the changing dynamics of the modern workforce. Here are some key strategies to consider when recruiting and selecting candidates for your organization: Employer branding: Develop a strong employer brand that reflects your organization's values, culture, and benefits. Showcase your company's unique attributes through various channels such as social media, career websites, and employee testimonials. This will help attract top talent and create a positive perception of your organization. Targeted sourcing: Utilize a mix of traditional and modern sourcing methods to reach a diverse pool of candidates. In addition to job boards and referrals, leverage social media platforms, professional networking sites, and online communities where professionals in your industry are active. Mobile-friendly application process: Optimize your application process for mobile devices, as more candidates are using smartphones and tablets to search and apply for jobs. Ensure that your career website and application forms are mobile-friendly and easy to navigate. Skill-based assessments: Move beyond traditional resumes and interviews by incorporating skill-based assessments. Use practical tests, case studies, or simulations to assess candidates' abilities and job-related skills. This approach provides a more accurate evaluation of candidates' capabilities. Diversity and inclusion initiatives: Foster diversity and inclusion throughout the recruitment and selection process. Actively seek candidates from underrepresented groups and create an inclusive environment that promotes equal opportunities. Develop diverse interview panels and establish structured evaluation criteria to mitigate unconscious biases. Technology-driven solutions: Leverage technology to streamline the recruitment and selection process. Applicant tracking systems (ATS) can help manage and track candidates efficiently, while AI-powered tools can assist with resume screening and candidate matching. Video interviews and virtual assessments can also be conducted to save time and resources. Employee referrals: Encourage and incentivize your existing employees to refer potential candidates. Employee referrals often lead to higher-quality hires who align with your organization's values and culture. Implement a structured referral program and provide rewards or bonuses for successful referrals. Continuous talent engagement: Establish ongoing communication and engagement with candidates, even if they are not selected for a particular role. Maintain a talent pool or a talent community, where you can nurture relationships with potential candidates for future opportunities. This helps build a positive employer brand and enhances the candidate experience. Data-driven decision-making: Leverage data and analytics to make informed recruitment and selection decisions. Monitor and analyze key metrics such as time-to-hire, cost-per-hire, and candidate conversion rates. This data can provide insights into the effectiveness of your strategies and help optimize the process over time. Continuous learning and improvement: Regularly evaluate and refine your recruitment and selection strategies based on feedback and industry best practices. Stay updated on emerging trends, technologies, and evolving candidate preferences to stay competitive in attracting and selecting top talent. Each organization is unique, so it's important to tailor these strategies to align with your specific goals, values, and industry requirements.
By Stacey Miller May 25, 2023
Productive team meetings are crucial for effective collaboration and achieving desired outcomes. Here are some ideas to make your team meetings more productive: Set a clear agenda: Share the meeting agenda in advance, including the topics to be discussed and the desired outcomes. This helps participants come prepared and stay focused during the meeting. Time management: Allocate specific time slots for each agenda item and stick to the schedule. This ensures that discussions stay on track and prevents the meeting from running overtime. Encourage active participation: Create an inclusive environment where everyone feels comfortable contributing. Encourage team members to share their ideas, ask questions, and provide feedback. Consider using techniques like round-robin discussions or breakout groups to involve everyone. Use technology effectively: Utilize collaboration tools like project management software, online whiteboards, or video conferencing platforms to enhance engagement and streamline communication. These tools can facilitate brainstorming, document sharing, and real-time collaboration. Foster open communication: Encourage open and honest communication among team members. Create an atmosphere where everyone feels safe to express their opinions, concerns, and challenges. Actively listen to team members' feedback and address any issues constructively. Action-oriented outcomes: Ensure that each meeting ends with clear action items and assigned responsibilities. Document the decisions made, action steps, and deadlines. Follow up on these action items in subsequent meetings to ensure progress. Avoid unnecessary meetings: Evaluate the need for a meeting before scheduling one. If the purpose can be achieved through email, instant messaging, or a quick discussion, consider those alternatives to save time and increase productivity. Rotate meeting facilitation: Assign different team members to facilitate meetings. This helps distribute responsibility, encourages leadership development, and brings a fresh perspective to each session. Regular check-ins: Schedule regular brief check-in meetings to address quick updates, progress reports, and address any urgent issues. This prevents the need for lengthy discussions in main team meetings and allows for focused deliberation on critical topics. Evaluate and improve: Periodically assess the effectiveness of your team meetings. Solicit feedback from participants to identify areas of improvement and implement necessary changes. This ongoing evaluation ensures that your meetings continue to be productive and beneficial. To increase employee engagement during meetings, consider incorporating the following ideas: Set a positive tone: Start the meeting on a positive note by acknowledging team members' contributions, recognizing achievements, or sharing uplifting news. This helps create an engaging and motivating atmosphere. Encourage participation: Actively involve employees by encouraging them to contribute their ideas, opinions, and perspectives. Provide opportunities for each team member to speak and be heard. Avoid dominating the conversation and give equal importance to all voices. Use interactive activities: Incorporate interactive activities or icebreakers to energize the meeting and encourage participation. This could include short team-building exercises, brainstorming sessions, or group discussions on relevant topics. Share success stories: Give employees a platform to share their success stories, lessons learned, or best practices. This not only recognizes their achievements but also promotes knowledge sharing and learning within the team. Rotate meeting roles: Assign different roles to team members for each meeting, such as a note-taker, timekeeper, or facilitator. This provides opportunities for growth, encourages active involvement, and diversifies the meeting dynamics. Provide learning opportunities: Dedicate a portion of the meeting for learning and development. This could include short presentations, workshops, or guest speakers on topics relevant to the team's work. Continuous learning keeps employees engaged and invested in their professional growth. Celebrate milestones and achievements: Take time during meetings to celebrate team milestones, project successes, or individual accomplishments. Recognize and appreciate the efforts and achievements of team members. This fosters a sense of pride and boosts employee morale. Seek input and feedback: Involve employees in decision-making processes by seeking their input and feedback on relevant matters. This gives them a sense of ownership and demonstrates that their opinions matter. Act upon their suggestions whenever feasible. Use visual aids: Incorporate visual aids like charts, graphs, or presentations to support your discussions. Visual elements can enhance understanding, engage participants, and make the meeting more dynamic. Follow up on action items: Ensure that action items from previous meetings are reviewed and progress is discussed. This shows that the organization values accountability and keeps employees engaged in their commitments. Keep meetings focused and concise: Respect employees' time by keeping meetings focused on the agenda and avoiding unnecessary tangents. Be mindful of the meeting duration and aim for concise and efficient discussions. Express gratitude and appreciation: Express gratitude and appreciation for employees' efforts, hard work, and contributions. A simple thank-you can go a long way in fostering engagement and creating a positive meeting environment. Employee engagement is a continuous process, and it requires intentional effort and a supportive culture. By implementing these ideas, you can create meetings that are not only productive but also engaging, fostering a sense of belonging and motivation among team members.
By Stacey Miller March 23, 2023
Employee wellness programmes encourage employees to adopt healthy habits. The goal of these programmes is to reduce absenteeism and liability while improving worker health and happiness. Virtual employee wellness programme ideas are innovative ways to improve remote employees' mental, social, and physical fitness. Ideas for employee wellness programmes: Living a Healthy Lifestyle Healthy Living is a programme that can be used to assist employees in practicing self-care. This programme provides guidance to the staff, employees are more likely to benefit from the gesture, and the regularity of the practice encourages employees to maintain healthy habits. Clean Desk Competition Keeping your workspace clean promotes focus and mental health. Launch a clean desk challenge to encourage your members to keep their at-home offices tidy. Ask participants to upload photos or video clips of clean desks at the end of each workday or workweek. You can also request pictures of clean desks at random intervals to encourage employees to keep their desks clean on a consistent basis. At the end of the challenge, you can give the teammate with the most clean desk photos a larger prize. Alternatively, you could raffle off digital gift cards each day of the contest by selecting a winner from the daily entries. Online Workout Groups Desk jobs are typically sedentary, and employees who work from home may walk even less. Hosting online group workouts is one way to motivate employees to move. Sending a recurring calendar invite with a video meeting link is the best way to host an online exercise class for staff. When the class starts, the staff connects via video call and works out together. You could either hire a fitness instructor to lead the session or recruit a member of an athletic team and compensate them with a perk such as a bonus or extra time off. Online Happy Hours Employees who are in good health, have active social lives and positive relationships with their coworkers. Virtual happy hours help teammates to bond and interact in person. Colleagues gather on video conference software during virtual happy hours to sip drinks, play games, and unwind from the workday or workweek. To keep with the wellness theme, you could even host dry virtual happy hours where attendees can enjoy nonalcoholic beverages such as milkshakes or mocktails. Employee Book Club Online book clubs provide employees with personal enrichment as well as social time. Every month, assign a reading assignment to participants. You could send members a physical or digital copy of the book, or you could offer to reimburse their purchase price. Teammates will meet in real time to discuss the book, or they will post reflections on an internal forum. The books chosen do not have to be work-related. Instead, members can read recent best-sellers or personal favorites. Make certain that the title you choose is appropriate for the job and easy to understand. Meditations at Midday Remote teammates can struggle with focus even without the distractions of a traditional office. Midday meditations are one way to promote mindfulness and reduce stress. Send an alert to participants each workday to take a moment to breathe and clear their minds. You could have an employee lead the meditation, watch a video together, or use a meditation app like HeadSpace. Alternatively, you could create your own company meditation portal and have employees upload calming images, music, and audio meditations. Club for Healthy Cooking  Remote workers are not subject to the temptations of cake in the breakroom or improvised lunches out. Even if employees work from home, they may not eat nutritious meals. Start a healthy cooking club to encourage remote workers to eat balanced meals. Employees can share healthy recipes using a collaborative Google Doc or link collector, and they can upload photos of completed dishes to a cloud-based photo album. You could even schedule ongoing remote dinners or virtual cooking sessions centered on healthy meals, or send meal kits to participants.
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