Understanding the impact of COVID-19 on Association Revenues

CS-Effect partners with many associations on membership communication and engagement, and relationships with corporate sponsors. Over the past 6 months, we have witnessed the impact of COVID-19 on association revenues, and wanted to better understand how sponsorship funding has been affected by the pandemic.

We partnered with Researchscape, a market research firm, to conduct a national survey of associations entitled the “Impact of COVID-19 on Association Revenues.”

We discovered that in a world of uncertainty and unpredictability, corporate leaders and executives have had to make a number of accommodations to adapt to this ‘new normal.’

Survey results revealed that nearly 80% of associations were conducting ‘business as usual, only remotely.’ Additionally, while nearly 60% expected their annual sponsorships to remain unchanged in 2021, more than half of survey participants indicated that it is too early to tell just how their 2020 sponsorships will be affected. In other words, executives are assuming their roster of sponsors will continue to support them through 2021, but of course, nothing is certain.

Interestingly, associations’ top two revenue streams are membership dues (44%) and events (33%). Nearly three out of four associations named exhibiting at a conference as the primary sponsor benefit. With the ensuing challenges of declining member engagement, the added element of cancelled annual conferences requires new revenue strategies to address the quick shift to a more diverse revenue stream.

Leaders are saying ‘we don’t know what the future holds, but at the same time, we expect our sponsors will still be there next year.’ While there is a level of uncertainty about the future of conferences and sponsorships, this is not the time to pause activity, nor to get comfortable. Association leaders must use this time to grow creative solutions to increase revenue, especially through corporate partnerships.

Read the full details on the survey and access an infographic you can share on social media.

CS-Effect Welcomes New Communications Expert-In-Training

CS-Effect welcomes Maggie Wenzel as the new Communications Expert-In-Training. Maggie graduated from DePaul University earlier this June, where she majored in Public Relations and Advertising and Music Performance. While in school, she was a member of DePaul PRSSA and a cellist in the Symphony Orchestra. Before her start at CS-Effect, Maggie worked as a PR and Marketing intern at Academic Approach and Universal Wellness Source. Passionate about creating and sustaining brand relevancy for healthcare companies and nonprofits, Maggie will work with the CS-Effect team to support digital and media outreach and social media initiatives for CS-Effect clients. This includes developing media materials including news releases, fact sheets and social media messages and securing media coverage for clients.

“I am looking forward to the many opportunities I will gain in working at an agency like CS-Effect. Strategizing alongside such experienced PR professionals will provide the experience I need for my future career.”

Moving Forward!

As we bid adieu to our Communications Intern Allison Harris, we asked her to share a few parting thoughts with us…

“I have had the pleasure of interning at CS-Effect for the past seven months. As a rising senior, I started at CS-Effect eager to expand on my public relations knowledge and become prepared for my future career in the field. Looking back on this experience, I can say I did just that!

I realized on my first day how beneficial this experience would be when I was immediately involved in a media training session with a client. Being so client-facing was something I had not had the chance to experience in previous internships and I am grateful I was able to have that opportunity before I graduated. Under Candice and Lynda’s leadership, I have also become more confident in media relations and writing social media copy and communications materials.

I graduated this month from DePaul University and am leaving CS-Effect to begin my career in public relations! I will soon be starting my new role as an assistant account coordinator at an agency, here in Chicago.

I am so grateful for my internship at CS-Effect and the invaluable experiences I gained from it. Thanks for everything!” ~ Allison Harris

5 Points in Communicating through the COVID-19 Journey

In a time with increasing anxiety and fear, companies are scrambling to adjust to the cautionary recommendations to keep their employees and members safe, while balancing the requirements to keep their business running. People’s opinions of proper protocols, responses and prevention vary, as the issue heats up.

The coronavirus has added stress – at a minimum – to the lives of us as communicators. There are a few key points to keep in mind as we communicate through this experience to prevent an issue from turning into a crisis.

1. Transparent and proactive communications ease anxiety.

Whatever the news, it’s better that it starts with you, rather than lands on your desk (or in your Inbox) to now mitigate damage control. Communicate the facts, even if you don’t have everything yet – share what you do know, acknowledge what is still developing. Anticipate initial questions that your audience may have, and build that into your messaging. The point is, even if you don’t have all the answers right now, that’s ok. Knowing that you’re working on it, and recognizing your audiences’ concerns, will help during the transition.  

2. Co-present your decision.

Odds are, you did not make the decision to cancel your event/restrict unnecessary travel/mandate closings on your own. This decision was likely made under the consultation of Board members, executive leadership, and the like. Therefore, when announcing said decision, do so with your fellow decision makers. Confident leadership from the top will help assure your members and employees.

3. Set your message – and stick to it, confidently. 

The last thing people need during times of uncertainty is a wishy-washy leader. Make your decision, and communicate that one message far and wide. And, keep saying it. Just because you sent one email out does not mean your message was received. Send another email next week, with an update. Let your audience know you are in this for the long haul, and have their best interests in mind.

4. Meet them where they are.

What is the best way to reach your audience with this important information? For some, email may reach only a segment of your audience, once it gets through firewalls or Spam filters. Consider the most effective means of reaching your audience, including the demographics of each of your audiences. Leave no channel unturned. Share on your social channels, your intranet, your e-newsletter, your website, and on your lunchroom refrigerator.

5. Engage ambassadors. 

Invite those around you – other leaders, colleagues, members – to spread the word by sharing your message. Engage influencers, and create easy ways to share your messages. Maybe it’s a social graphic that outlines your key messages, or a video that can be shared easily on mobile devices. The easier it is to share your messages, the more likely accurate information will be communicated. Be direct with your request – “Please share this with your network” or “Share this post to make sure we are reaching everyone” – as a crystal clear call to action.

BONUS ROUND: Establish a point of contact.

Does that “info@” email actually go to someone? Is your company or association Twitter handle or Facebook page being monitored closely to respond quickly to concerns and comments, or offer support? Establish a protocol for addressing audience responses and questions, and discuss how the communications and responsibilities will flow. Just as the transparent and timely communications is important, your response to inquiries and concerns is equally as important in managing an issue from becoming a crisis.

CS-Effect Launches Corporate Sponsorship and Industry Engagement Service

CS-Effect launched a new service “Corporate Sponsorship and Industry Engagement” designed to assist associations with identifying and implementing new approaches to increase revenue, engagement and ROI. 

Last year, membership dues accounted for only 30 percent of revenue for professional associations, according to the American Society of Association Executives.  Declining memberships due to retiring members and millennial members seeking opportunities elsewhere has caused associations to seek other revenue streams. 

To address this issue, CS-Effect has developed a 3 phase approach to corporate sponsorship and industry engagement that includes an Industry Audit to determine the association assets; the development of the detailed corporate sponsorship and industry engagement plan and implementing the recommendations. 

Learn more about the service here.

CS-Effect Announces Practice Leader of Corporate and Industry Engagement

We are proud to announce that Bryn Reese has joined CS-Effect as Practice Leader of Corporate Sponsorship and Industry Engagement. Bryn will lead CS-Effect in launching a new line of client service focused on increasing non-dues revenues for associations and nonprofit organizations, effective February 2020.  

“Bryn is the right person to lead CS-Effect in launching this new line of service to our clients, given her strong command of engaging corporations, developing long-term industry relationships, and delivering significant revenue results for associations and non-profit organizations,” said CS-Effect Founding Partner Candice Warltier.

Bryn has significant experience developing new revenue opportunities for a wide range of regional, national and global institutions including the Chicago Council on Global Affairs, Chicago Botanic Garden, Chicago Academy of Sciences, Metropolitan Family Services, Schwab Rehabilitation Hospital, and Girl Scouts of Greater Chicago and Northwest Indiana. Bryn will also continue in her role as the Director of Professional Relations at the American Academy of Periodontology where she had been since 2015.

Turning Members’ Insight Out

Association membership is changing. Many leaders express concern about attracting and engaging with a younger membership while keeping the pulse on the needs of their long-time members.  Association leaders have a sense of who their members are –the average age, trending demographics and even their likes and dislikes. But perceptions and the value their members place on the association can change quickly, making it more important for association leaders to tap into their members mindset from time to time.

 At CS-Effect, we often work with associations to capture insights from their diverse membership base through focus groups and surveys. Gathering a small group of members representative of all corners of membership, can lead to extraordinary learnings, which can lead to anything from a change in website content to a shift in strategic direction, new programming, marketing initiatives and more. Founding partner Candice Warltier had the opportunity to speak with the following three executives at AIHA (American Industrial Hygiene Association), LGC (Leadership Greater Chicago) and NBCRNA (National Board of Certification and Recertification for Nurse Anesthetist).

CS-Effect Announces New Client: American Craft Exposition

We are excited to announce our partnership with the American Craft Exposition (ACE). ACE is one of the country’s premier fine craft shows, bringing together over 140 artisans to exhibit their one-of-a-kind pieces. This annual event is put on by the Auxiliary of NorthShore University HealthSystem to support research and care. In the past two years, ACE has raised over $1.13 million to support mental health initiatives and has seen over 6,000 attendees each year.

We will be working with ACE to implement a marketing communications strategy that will drive both attendees and artists to the event in 2020. We are so thrilled to be working with an event that makes such a positive impact on our community!

Training for a Media Marathon

Message development and media training sessions are high-energy and high-impact, and our most recent session did not disappoint. Beth Meyers and Wendy Benson of 2x2 Health were prepared to deliver their messages and speak with the media about their new book, The Confident Patient. Shortly after, they nailed their interview on Chicago’s Fox TV noon program.

2x2 Health is a team of experienced healthcare professionals who fill the gaps by providing coordination of services, clinical companionship and recovery care for individuals and their families.

CS-Effect Announces New Client: AIHA

CS-Effect is excited to work with the AIHA (American Industrial Hygiene Association), in partnership with 88 Brand Partners. Founded in 1939, AIHA is an association of occupational health and safety professionals, who protect people by using applied science to measure and reduce potential hazards at work and in communities. AIHA creates a supportive community for education and collaboration among these scientific professionals so that they can more effectively protect the health and safety of workers and the general public.

CS-Effect will work to increase awareness of AIHA and the occupational health and safety profession and spread its mission of creating a world where all workers are healthy and safe. We are pleased to expand our expertise in the association community and work with a company who shares our desire to drive change.

CS-Effect Certified as a Women’s Business Enterprise

CS-Effect is excited to announce our certification as a Women’s Business Enterprise through the Women’s Business Enterprise National Council (WBENC). The WBENC is the largest certifier of women-owned businesses in the U.S. and a leading advocate for women business owners and entrepreneurs.

 As a woman owned and run company for over 15 years, CS-Effect has always believed in the power of women. This certification will welcome CS-Effect into a community of over 14,000 Women’s Business Enterprises who share the same vision. Through this community, CS-Effect will be given new opportunities to connect with other changemakers and access to new resources that will in turn, help us cause the greatest effect with our clients.

CS-Effect Welcomes New Communications Intern

CS-Effect is happy to welcome Allison Harris as the new communications intern. Allison is a senior at DePaul University studying Public Relations and Advertising with minors in Marketing and Event Planning. At DePaul, Allison serves on the executive board for her sorority, Chi Omega, and is also a member of Order of Omega. Originally hailing from Philadelphia, Pennsylvania, Allison has had multiple experiences in the communications field throughout Chicago, including interning with mHUB Chicago, Riddle & Bloom, and Jo Chicago Communications. It is Allison’s hope that she will continue to live in Chicago after graduation and pursue a career in public relations, specifically within the lifestyle industry. At CS-Effect, Allison will work directly with the team to draft communication and social media content, pitch to the media, and create media lists and fact sheets.

“I am so excited for the opportunity to intern with CS-Effect and learn from their experienced team. Working directly with their wide range of clients is such invaluable experience that I know will greatly prepare me for my future in the field.”

Mission of New Client, Beyond Hunger, Resonates with CS-Effect

CS-Effect recently caused the greatest effect alongside our new client, the Oak Park River Forest (OPRF) Food Pantry when we helped launch its new name – Beyond Hunger – and visual identity (www.gobeyondhunger.org).  We partnered with the organization to develop and implement a strategy to announce the new brand with widespread media coverage and engagement on social media. Highlights included segments on NBC Chicago and Oak Park.com .

We are proud to work alongside clients with missions that resonate with our own and align with our team’s personal interests. Several members of our team volunteer at food pantries with their families and believe in the power of volunteering to cause positive change in their communities. 

“For years, my daughters and I have volunteered for several pantries in nearby communities. It is important to me that my daughters understand that hunger is not something that just happens to those who are homeless, or those far away in other countries. Lives change. Things happen. Some of our friends and neighbors could be just a few paychecks away from needing help. Kindness and compassion will take them far in life,” said Lynda Baldwin.

“I am always thrilled to get behind a client who we really support like Beyond Hunger,” said Candice Warltier. “I’m passionate about their mission to feed the hungry and provide innovative solutions to solving hunger throughout their greater community. I’m equally committed to the issue on a personal level and want to instill those values in my family. My daughter and I help serve hot meals to the hungry and prepare take away lunches at St. James Cathedral Chicago.”

Listen Up!

CS-Effect Partner Candice Warltier had the opportunity to speak with a number of association executives about how they are modernizing often “stale” affinity programs for an article in the Association Forum’s Forum magazine.  Many executives agree that several factors are essential to ensuring a successful affinity program and leads to added value for membership and new revenue. From identifying valuable partners to really understanding your audiences, successful, revenue-boosting affinity programs require strategy to drive member value and retention.

Affinity programs are just one way in which organizations are listening to their audiences. At CS-Effect understanding our clients’ audiences leads to better strategies and thoughtful communications plans that ultimately cause the greatest effect. Knowing your audiences allows us to develop messages that resonate and move your audiences to change their behavior.  

A few tried and true ways we learn more about target audiences is by uncovering insights through focus groups, one-on-one interviews, and surveys. Communications audits are another point of insight, which include reviewing Google and social media analytics to determine audience behaviors. We then develop audience personas based on research to drive the strategic plan.

Beating the Odds and Launching Our New Brand

Communication Strategies Group is the New CS-Effect

The Bureau of Labor Statistics estimates that less than 50 percent of small businesses successfully make it past four years of operation. As we beat these odds, Communication Strategies Group (CSG) has risen as one of the top boutique communications agencies in Chicago as we celebrate our 15th anniversary. As we recognize this tremendous success, we knew it was time to evolve alongside our ever-changing industry. Last month we announced our new brand, CS-Effect.

Our behavioral-driven approach along with our integrated communication and marketing services work to drive impact. The new brand represents our purpose: to drive change and cause an effect through communications. 

Read more on our exciting rebrand and the wide range of services offered to cause the greatest effect here.

Securing Partnerships for our Clients

Often the most effective ways we reach our client’s audience is through their membership organization or professional society. Identifying influencers and establishing relationships with potential partners adds a new dimension to audience reach.

One example we are proud to share is a monthly blog feature on brain health that we secured in AARP for our client NorthShore University HealthSystem’s Center for Brain Health. This guest blog post covers a variety of topics as it relates to their audience of Illinois residents age 50+. AARP Illinois has 1.7 million members in Illinois; 800,000 of those members are in the Chicago area. 

Here’s the latest blog post:

https://local.aarp.org/news/exercise-on-the-mind-by-dr-smita-patel-chicago-il-2019-04-01.html

Not only has the content developed  for the blog reached AARP members, the posts have been picked up by other organizations, extending the audience reach and positively influencing SEO.

Using Podcasts and Storytelling to Share the Impact of Regifting

Who’s up for a feel-good podcast just in time for the holidays? Digital marketing tools, such as podcasts, allow our clients to bring their stories to life. In our latest podcast project, we sat down with the team at 88 Brand Partners, along with one of our favorite shared clients, NorthShore University HealthSystem, as they share stories of their Regifting Program.

For the fourth year in a row, each 88 employee was given $500 to make a positive impact on the world. Their Regifting Program is not only about donating $500, but for the 88 Brand Partners team to get involved applying their passions to better their community . Through fun, meaningful interviews, the CSG team was able to capture the impact the program has on the greater community. 

Hear how 88 Brand Partners used their passions, talents and $500 to make the holidays even brighter.

What does Member Engagement Really Mean?

How does your association define member engagement? What does member engagement really mean? 

Member engagement can vary depending on the association and is a measure of how active, involved and committed a member is to the work of the organization. Engaged members differ in identities, interests and associations, but increasing engagement with members is important across all associations, regardless of its definition of member engagement.   

Learn more about how different associations define and increase member engagement in an article authored by CSG's Candice Warltier that appeared in the Forum Magazine.

New Intern Joins Communication Strategies Group

Communication Strategies Group is happy to welcome Katy Bozich as the new communications intern. Originally from Ann Arbor, MI, Katy is a senior at DePaul University studying both Public Relations and Political Science. At DePaul, Katy is the social media chair and athlete on the DePaul Women’s Rowing team, PR coordinator for Student Government and is competing in the PRSSA Bateman Case Study Competition. After graduation, Katy has hopes of pursuing a career in corporate communications, but is excited to explore many avenues. Throughout her internship at CSG, Katy will draft communication and social media content, pitch to media, create media lists and fact sheets and assist with other tasks as a part of the CSG team.

“I am very excited to be an intern at CSG. The CSG communications professionals will provide me with great mentorship along with opportunities to develop new skills and become a stronger, more effective communicator. I am eager for all that I will learn during my time at CSG.”

DISENGAGED AND CONFUSED?

Do your association members understand your brand? Are you delivering a consistent message? If you aren't delivering a consistent message in a recognizable package, your members may be disengaged and confused. In the worst-case scenario, they don't even recognize that the communications, the programs or the advocacy work you spend so much time creating are ultimately coming from your organization.

Learn more about what we are doing to help associations develop and share consistent messages with diverse membership groups and potential members in an article authored by CSG's Candice Warltier that appeared in the Forum Magazine.