Alan/Anthony's Trade Association Operations (TAO) group manages nonprofit trade associations on behalf of their Boards of Directors. AAI also creates and manages user groups on behalf of for-profit companies seeking to build closer relationships with important user segments.
We provide two levels of service depending on the needs of the client.
Projects. Established associations frequently need help overcoming specific challenges or introducing new programs. For-profit companies seek to develop single or recurring customer events before considering the creation of a formal user group. AAI's TAO service makes available our skilled and experience staff for:
Outsourced Management. Associations and for-profit companies can also take advantage of TAO's ability to provide a complete outsourced solution, including:
Our association and user group solutions leverage the latest online tools, from searchable databases to social networking, to deliver services cost-effectively and build loyalty among members and users.
Example: Trade Association. A trade association, founded in 1983 to serve individuals working in the satellite industry, had reached a crossroads. Having hired full-time management to grow the association, the Board found itself saddled with costs that were too high and a growth rate that was too low. The number of individual members had leveled off at 800 and showed no sign of changing. About 25 companies in the industry were corporate sponsors. The association hosted the largest social event in the business, a Gala dinner for 900 people, but had not found a way to leverage it to advance the association's mission. We assumed management in 2001 when the full-time executive director resigned. Within six years, we increased membership 275% to nearly 3,000, more than doubled the number of corporate sponsors, and boosted attendance at the Gala dinner by 45%. Under AAI's management, the number of Chapters and their activity level also grew, and the association introduced new social networking events in the US and overseas.
Example: User Seminar. A for-profit company sought to introduce a new outsourcing service for high-volume billing and statements. Deciding that its customers were its best salespeople, the company asked Alan/Anthony to create a seminar to communicate the high value of the service to both existing clients and qualified prospects. Our first challenge was to overcome the perception that such meetings are merely glorified sales opportunities. We created a program that included a presentation on industry trends from a leading consulting company and a case study by one of the client's customers, as well as a presentation on the client's own service. The seminar was marketed to customers and prospects through mailed invitations, email and calls by sales and customer service staff. The first breakfast seminar attracted seventy attendees, including many highly-qualified prospects who became customers. The second seminar, six months later, draw over 100 attendees and helped spur strong growth of the new service as well as reduced customer churn.
Example: Think Tank. An association operated a special interest group (SIG) of members who were among the association's founders but whose interests were no longer core to the association's mission. When the Board of the association decided to stop supporting the special interest group, a set of dedicated members chose to spin out the SIG as an independent organization. Alan/Anthony became its manager. Within four years, AAI translated the organization into a successful think tank that conducted research, produced an annual summit, produced an international awards program that drew participation from four continents, and organized an international study tour for members and non-members.Next Steps. To learn more about Trade Association Operations, contact Tamara Bond at 212-825-1582 x103 or firstname.lastname@example.org.