By Tony Rossell, Senior Vice President
Associations Evolve: 2022 and Beyond was just released under the editorial leadership of Belinda Moore. The publication includes articles from 50 leaders in the global association community. I was honored to be included in the group. With over 100 pages of content, I thought it might be hel...
By Tony Rossell, Senior Vice President
The past year and a half has presented associations with significant economic challenges. Many have realized lower revenue from meetings and less dues revenue.
One association executive summed up the situation this way. “It’s a lost year (and maybe two). . . The impact on our financial health may extend well beyond the pandemic as it takes years of careful financial stewardship to build reserves and we’re spending it now.”
To help offset the reduced revenue, associations are exploring increasing dues. Based o...
By Tony Rossell, Senior Vice President
With the proliferation of virtual meetings and new membership models, getting the price right is a hot topic. Proper pricing has a significant influence on an offering's viability and profitability, and should be part of the conversation from the start of the development process. Here are some of the ingredients that go into establishing a successful approach to pricing.
Pricing Strategy
For almost any product or service, there is a wide ra...
By Tony Rossell, Senior Vice President
“Why isn’t my membership growing?” We hear this question often in our consulting with associations. When we investigate the concern, a consistent theme emerges. In most instances, the root of the problem comes down to issues with the membership recruitment program.
That is why in the book, Membership Recruitment: How to Grow Recurring Revenue, Reach New Markets, and Advance Your Mission, Tony Rossell explores the impediments holding back associations’ me...
By Tony Rossell, Senior Vice President
Some of the most used words by association professionals this past year have been “pivot,” “adapt,” and “shift gears.” We have had to make changes in real-time. In short, we have had to innovate.
The need to innovate has led me to study some of the best practices in building an innovative mindset and culture. I have found two books as helpful guides. First is How Innovation Works by Matt Ridley, which I wrote about here. The second is a classic, The Innovators DNA, by Dyer, Gregersen, and Christensen....