I work for a small association (less than 10 employees, enough ego for 40), and it's come to my attention that there are just certain words that you can't say within our walls. . I'm not talking the typical buzzwords either like 'cutbacks' or 'restructuring' - I'm talking about five simple words that, while completely harmless, seem to strike fear in everyone from staff to the board of directors to our members in general.
And here they are:
5) Free - Of course, I'm not referring to things that WE get for free. The quickest way to silence a rowdy conference table is to suggest giving something away for free. Whether it's a report, online education, publication or conference invitation; it's a word and a concept that chills us to the bones. Heaven forbid we expand our reach and increase value (I'll get to that word in a minute) for our members by letting them have something on the house. After all, we'll always have their membership money.
*twirls moustache and laughs greedily* 4) Spontaneous - Associations are a tricky ship to navigate. Not only do you have to answer to a chain of command in your office, but you also have a chain of command outside your office you need to be concerned with. A perfect example I've experienced was with a direct mail piece (don't even get me started on what a dumb idea I think direct mail is). First we came up with the idea of the piece, then designed it, then we had to have the big boss approve said piece and design. It then went to a committee that approved the piece and design before going to a board to approve the budget to get said design printed and sent. We came up with an idea and in only a few short weeks we had an even more outdated marketing piece. . .super! Committees can help keep focus on the big picture, but sometimes they just muck stuff up. There needs to be an understanding that sometimes it's ok to act on impulse without having to place several calls, a meeting, an e-community conversation, etc. I was hired for a reason - I have a specialized skill set. Please let me ride without the training wheels every now and then.
3) Change - I might as well also put technology in a big ole parentheses next to this one. Change is a good thing. . .a NECESSARY thing. There's a reason why associations are traditionally behind the curve on trends. . .we fear change.
2) Value - Justifying value is quite possibly one of the biggest hurdles we are currently facing. The economy is in the shitter and outside expenses are being slashed. Naturally, our members are coming to us asking where the value is in their membership. A discount on eLearning? Don't care. Discounts on valuable research that they provide the info for? Nope. A discount on a conference that is two timezones away at a posh resort? Hmm, maybe as long as the press doesn't find out. What the association sees as a value is no longer what the member sees. . .that's a problem!
1) Innovative - Less than two years ago we didn't have any recognition online. Common technology like Facebook, YouTube and Blogs were all vile creations used to promote pornography, people falling down and other tools for the un-education of the masses. Hell, I would have been surprised if people were familiar with a LISTSERV, texting or Google (am I being sarcastic?). The introduction to social media like an e-Community and Twitter was met with a fit tantamount to a small child refused candy at the grocery store. I'm not going to get into a generational thing by blaming this struggle on the Boomers that hold a majority of the Executive Director spots, but it's tempting. . .and probably warranted.
What about you? Any words that you find strike fear at your place of work?
