Chapter Performance & Benchmarking Unwrapped: Creating a Compelling Chapter Story
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This document discusses creating compelling chapter stories and benchmarking chapter performance. It provides tools and strategies for chapter leaders to communicate the value and impact of their chapters. This includes identifying strategic goals chapters can support, selecting key performance indicators to measure chapter effectiveness, and crafting different types of stories around chapters, such as highlighting their overall impact, specific initiatives they enable, and smaller successes. The document emphasizes using data and member insights to guide these efforts and shares examples of effective storytelling from other associations.
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Chapter Performance & Benchmarking Unwrapped: Creating a Compelling Chapter Story
- 1. CHAPTER PERFORMANCE & BENCHMARKING UNWRAPPED Creating a Compelling Chapter Story
- 2. What’s your chapter good news story? Share briefly Chat
- 4. Do you have a chapter you can brag about? Zoom Reaction
- 6. How can I provide chapter leaders with tools to alleviate the administrative burden? How do I provide better resources and support to my volunteers? Ask the Hosts…
- 7. Day 1: How associations view chapters – CRP, CEO & CL perspective Day 2: Using dashboards to tell the story of chapters & guide health Day 3: Creating a compelling chapter story Our Roadmap 01 02 03 Recordings, slide decks, resources & the report all available next week! Watch your email!
- 8. Today’s Agenda 01 02 03 04 Quick Recap Stories, Stories, Stories Storytime What’s Next?
- 10. Preparing for the Future: 3 Deserts DATA DESERT Let’s show chapters & staff the power of data VOLUNTEER DESERT Let’s reduce the load & embrace the new volunteer STRATEGIC DESERT Let’s put on the member shoes to change the conversation
- 11. Begin with your association’s strategic goals? Ask Yourself… Setting Up Your Dashboard What role can/should chapter play? (Think “Local Presence”) What should we measure to accurately assess their effectiveness in fulfilling their role(s)? How can we measure it? (We tend to manage what is measured) How should we share those measurements?
- 12. 01 Actionable Do I have any control over this outcome? Common Interpretation Does my “10” = your “10”? 02 Accessible/Credible Is the data available with modest effort from a trustworthy source? 03 The Right KPIs Transparent/Simple Calculation Does everyone understand how it was generated? 04 Valid/Reliable Does this truly measure the desired outcome? 05 The Right Data Sources Direct Access Sampling Reports
- 13. Insight to Selecting Chapter Roles & KPIs Important to get feedback from members & chapter leaders • What do they care about? • What do they see as achievable? • Can they see the big picture?
- 14. Strategic Pillars Primary Inputs Intermediate Inputs/Outcomes Ultimate Outcomes Education - A Well- Qualified Workforce Seminars Workshops Conferences Publications Participation Posts Registrations Volunteering Donations … Satisfaction NPS Ratings Comments CEUs Certifications Graduations Promotions Awards Recruitment Retention Market Penetration Advocacy - A Safe Work Environment Letters/Calls Town Halls PAC$ Media Placements Influencers Passage/Defeat Awareness Behavior Change Operational Strength & Flexibility - Long Term Viablity Leadership Staffing Systems Financials Legal Compliance Collaboration Long Term Viablity SAA – The Sample Association of America – Chapter Roles
- 15. Strategic Pillars Primary Inputs Intermediate Inputs/ Outcomes Ultimate Outcomes Education: A Well- Qualified Workforce Seminars Workshops Registrations Satisfaction CEUs Certifications SAA – The Sample Association of America – Chapter Roles What do we measure? Just because it’s easy to count, does it really count? Do we want quantity or quality? What’s the right “blend” of metrics?
- 16. Dashboard becomes way you have strategic conversations with the chapter leaders and the c-suite
- 18. Big Picture ROI impact of all chapters Winning Plays Small successes and bright spots Theme How chapters contribute to key initiatives What stories can we tell?
- 19. React! How successful have you been communicating your chapters’ “why” to volunteers, members, execs, staff?
- 20. POLLS Who do you share your chapter story with? What stories do you tell? How do you share your story?
- 21. Identify clear focus 01 Be authentic 02 Have a clear outcome 03 Crafting your story … Get Members involved 04
- 22. STORY #1 The Big Picture
- 23. 11 Common Channels distribution channel direct value track profit/income communication channel price service track saved cost of the service listening channel price volunteer hours track value of hours training/mentoring next-gen indirect value track increase in participation
- 25. AGC of America Association that cares …
- 26. STORY #2 Theme or Key Initiative
- 27. Key Initiative Connect to association’s strategic initiative Collect ways chapters support initiative & aggregate outcome/input Choose video, blog posts, infographics … legislative victory, COVID response, collective CE offerings …
- 30. BRIGHT SPOTS: EARLY GLIMMERS A bright spot is something that’s going right. They can be described as “early glimmers.” TIMES OF CHANGE Bright spots are particularly helpful in times of change. Story 3: Winning Plays
- 31. POLL Have you seen bright spots in your chapters? • Yes • No • Somewhat • Not sure • Haven’t looked
- 33. We have lots of ‘winning plays’ NAIOP FL legislative victory PMI military program operation NTMA Utah chapter bright spot
- 34. Make a Case for Chapters Pull your numbers together to make your case • Members reached • Events, services offered • Sharing of national info/resources • Advocacy wins • Retention numbers Capture the intangibles • Insight gained through chapter activities • Insight gained about members through chapters • Progress on critical issues (trust, collaboration…) Tell the chapter value story • Think AGC’s video
- 35. How to Hack It Reporting to Management Let the Dashboard be a visual Create a high-level report to share with staff Annual report highlighting impact
- 38. Download the report! https://bit.ly/34cyCKv 2022 Chapter Benchmarking Report
- 39. Billhighway Mariner Management • Current financial reporting • Chapter member engagement data • Number of events they’re hosting • Types of events they’re hosting • Percentage of members and non- members attending • Discovering your chapter ROI • Innovating your chapter structure • Rethinking your volunteer strategy • Training & developing chapters leaders • In-depth & quick bites Tap us for… With Billhighway, you can see chapter performance data in real time—no more nagging chapters for: Want more? Contact us for a 15 minute chat. Your chapters need help? You need help with your chapters? Want more? Contact us for a 15 minute chat.
- 40. Peggy Hoffman & Peter Houstle Mariner Management (301) 725-2508 phoffman@marinermanagement.com phoustle@marinermanagement.com Mark Prevost Billhighway (740) 817-0135 mprevost@billhighway.com Contact Us
- 41. Give us your feedback
- 42. Thank You!
Notes de l'éditeur
- @Peggy WE’LL COVER How to build and create a compelling story about the value of your chapters
- @Peggy Ice Breaker #1 – It's time to warm up your fingers... Share one quick aha you’ve had recently. Maybe it was from yesterday’s convo, maybe not
- @Peggy Let’s keep things fun and light throughout…if you hear a data point and like it, give us a thumbs up or applause.
- @Peggy here’s a chance to use the reactions ….
- @Peggy Quick shout out to the “Behind the Scenes” crew…
- Let’s Meet the Team – This workshop & study is brought to you by the fab partnership of Billhighway & Mariner Management! @Mark - Billhighway – Chapter Management Solution. We increase ROI across your entire organization by providing technology tools to help chapters perform better; as well as delivering member engagement and component performance data to headquarters. @Peggy - Mariner – Let’s create the greatest possible value for your members and volunteers! Our Shared Purpose To build community the component relations community and connect CRPs.
- @Peggy – We will be recording the sessions so attend what you can and we’ll send out the recording afterwards! Roadmap Day 1 > where we are today. Useful helps us see the challenges, opportunities, adjust services Day 2 > future & your strat plan. That’s were we want the chapters to be. The dashboard is how we bring them to that success. Measuring and celebrating and resourcing the goals that matter Day 3 > telling the story to (a) create a shared vision for having meaningful data and the power of data (b) getting resources and making support decisions (c) celebrating volunteers in a way that helps build the volunteer pool, muscle and membership through member engagement
- @Peggy
- Quick recap from Day 2 Reminder that we recorded Day 1 & 2, so if you missed it, we’ll be sending the recording , slide deck, and full report out next week! @Sarah – drop reminder in the chat as well
- Preparing for the future: 3 Deserts Data Desert - The “data desert” represents a consistent and disturbing theme throughout this research. We continue to rely on fragmented, disconnected systems which offer a fractured view at best of how our chapter system delivers value to the member and serves the mission. Though none are perfect, there are plenty of systems out there which could provide a far more accurate picture of our chapters’ performance and a much stronger basis on which to allocate our limited resources to the support of that system. Use the dashboard to teach the value of collecting the right data & using it Use the dashboard to show the power of shared data Volunteer Desert – One CEO observed, “The grass is always greener…where you water it!” Our volunteers represent a precious resource which we tend to waste by asking them to spend their very limited time dealing with administrative “checklist” functions rather than the mission and member service. We need to apply our resources to those areas (esp. technology) to those areas which reduce or eliminate the need for volunteers to fulfill such roles and build a volunteer development system that supports and places our volunteers in roles where they are most likely to succeed. Use the dashboard to move from checklist to outcome tracking Use the dashboard to help leaders focus on less that matters rather than chasing to-do lists Strategic Desert – Far too much of our collective time (CEOs, CRPs and Chapter Leaders) is spent in the tactical weeds. We need to step back and view our chapters as one part of what should be a vibrant ecosystem working collaboratively to serve the member and move the mission. We allow ourselves to be hamstrung by territorial squabbles which reinforce an us vs them culture. Let’s throw off our HQ shoes or chapter shoes and put on our member shoes so we can focus on why we’re here in the first place. Use the dashboard to show the collective impact of chapters
- Setting up your dashboard What is your goal? What are the strategic goals for your components? Clearly articulate how your components advance the mission of the association. How will you know that has been achieved? How can you measure that?
- Checking your list: are these the right key performance indicators (Valid, Reliable, Appropriate)? Actionable – Do I have any control over this outcome? Common Interpretation – Does my “10” = your “10”? Accessible/Credible – Is the data available with modest from trustworthy source? Transparent/Simple Calculation – Does everyone understand how it was generated?
- Wasn’t sure if you wanted to include in recap or not Insight to CRP’s to creating your metrics: Important to get feedback from members on what they value – to discover what are the priority points
- Dashboard > start with your assn strat plan > strategies > where is chapters/affiliates? What does success look like > how can I measure that > metric that the dashboard shows [follow example from Peter; look at education … they offer x hours that draws in x people; maybe they offer sponsored which brings in x registrants (and dollars) Shows the power of having data
- [follow example from Peter; look at education … they offer x hours that draws in x people; maybe they offer sponsored which brings in x registrants (and dollars) Shows the power of having data What do we measure > Just because it’s easy to count, does it really count? Do we want quantity or quality? What’s the right “blend” of metrics? How > What do/don’t we have direct access to? Should we sample? Rely on reports? Invest in tech?
- How this dashboard then becomes the way you have strategic conversations with the c-suite
- Story options – think (1) big picture, (2) theme, (3) small/specific successes (aka building your picture out of many individual successes) ROI impact of all chapters – Big Picture How chapters contribute to key initiatives -- theme Bright spots – specific successes
- Who do you share your chapter story with – mostly keep it in the chapters, share with some or all staff, report to the board, page or promo to members? [Chapters, Internal Staff, Board, Members, Other] What stories do you tell? [Just the basics (we have chapters, check out the link); Stats (member counts, number of events, etc.); Impact (tell us more in chat); Other] How do you share your story? [Website; Chapter communications/training events; Member publications; Board reports; Social media; Other]
- #1: Id clear focus … Set The Parameters Your business story should be engaging. But if it doesn’t have a clear focus, you’ll quickly lose the attention of consumers. Establish context right off the bat. Who is telling the story? Why is the story being told? When and where is the story taking place? Who are the people in the story? What are the people trying to achieve? What challenges are faced? #2: Be Authentic Authentic storytelling is key to gaining consumer trust. Don’t try to fool your audience with an over-the-top tale. Your business’s story doesn’t need to be elaborate. In fact, if your business doesn’t have an earth-shattering history, your story shouldn’t try to create one. A genuine narrative is more likely to connect with consumers #3: Have A Clear Outcome A great business story leaves your audience with something. What lesson was learned in the story, and what should consumers learn from hearing it? Business stories should have a clear outcome. Provide a hopeful, thought-provoking message with actionable points that compel your audience to connect with your brand. #4: Get Members Involved Use business storytelling to strike an emotional connection with customers. Talk about how an event related to your business affected you and what you learned. This creates an immediate response that makes your story memorable and shareable. People like to be a part of stories. Your customers can be characters in your brand. Come up with ways to get your audience involved.
- Big picture – impact of the chapter “system” on member value and the association’s strat plan One way of doing this is calculating your chapter ROI
- Discovering your chapter system ROI is about telling the story of how your chapters contribute value in economic terms to the association. We did a webinar on the ROI Valuation Matrix which outlined channels/ways in which chapters can contribute. In its simplest terms, you might show The value of the education produced system-wide in terms of contact hours or CEUs awarded or registration fees The value of membership dues – new or renewals – generated through your chapters There are 11 common channels – let’s look at four to see four ways of calculating value of the contribution Serving as distribution channels for selling and delivering products to members > direct value Delivering marketing and communication messages > price of the “service” Providing a listening tool for the association to learn about developing issues, trends, and more > price of the volunteer Training and mentoring next-gen professionals and preparing them, if applicable, for certification > indirect value Other channels Channeling association advocacy messages to lawmakers Purchasing and participating in continuing education Being a local resource the association can turn to for additional expertise Assisting in product development by testing and giving feedback on new programs Demonstrating member engagement by volunteering for short-term projects Offering leadership development to members that allows them to improve their readiness to participate on the national stage Watch this webinar for a deep dive: https://www.billhighway.co/chapters-are-they-worth-the-effort-a-chapter-roi-template/ @Sarah drop link into chat
- Here’s an example from RAPS: #of events – 44 # people attended – 1465 # of chapters – 17
- Here’s an example from AGC In response to the threat of COVID-19, AGC chapters immediately took action and provided a new level of service to their members. Chapters took unique measures to ensure that their members had the latest news, resources, support, and even the COVID-19 compliant PPEs they needed. @Sarah share link: Watch the video >> https://www.youtube.com/watch?v=MrCtcETHp-c&feature=youtu.be&fbclid=IwAR3_cW0DkWpBpNO4esmpzhmP27B9qY7ISuf1Nf850HjhiexuoT_uHc4sKG0 Just look at the number who sourced PPE for members like the AGC Texo Chapter. Purchased 2,000 touchless thermometers and supply list for members. Made $350,000 PPE purchases for members. Established hotline for any member to call if they had concerns.
- Key initiative, e.g. legislative victory, AGC Chapter covid response (we just talked about), collective total on local CE offerings supporting chapters
- Key initiative, e.g. legislative victory, AGC Chapter covid response, collective total on local CE offerings Connect to the association’s strategic initiative Collect the ways chapters support that and aggregate the outcome or input Choose video, blog posts, infographics
- APTA Legislative wins – they shared the wins and the almost or pending wins … few states didn’t make it across the finish line before adjournment or are still awaiting their fate in committee or elsewhere @Sarah drop link - https://www.apta.org/article/2021/07/26/state-legislative-roundup-july-2021
- Story 3: Winning Plays! Think bright spot – success in the face of challenge. Think innovation – try something different that makes a difference.
- Let’s start with bright spot – success in the face of challenge. We did a webinar on how you find these and then how you clone them or replicate. What we didn’t talk about is the power these have in sharing the power of chapters to other staff, CEO, board, key stakeholders, members @Sarah – share link to webinar & perhaps the blog posts
- Bright Spot story that NACE shared a replicated … NACE Maine: #postponedontcancel Launched information campaigns for the industry like NACE Maine Chapter #PostponeDon’tCancel Watch the video >> https://youtu.be/0Bv1_Ry-nSo View article. https://www.specialevents.com/news/industry-professionals-maine-come-together-postponedontcancel-campaign?_mc=sm_sm_x_x_x_x_hashtagcampaign_11-10-2020&fbclid=IwAR3tu_8I_C6C2hNbAdE49k8Dmu2A7ccxGMvvnUBm_PrEHe7A_XlvMmVVNFA
- We have three stories that we’re going to share with you and each one taps into a slightly different element of how to share and replicate bright spots across your chapters. NAIOP FL big leg win - In fact, the 2021 legislative session was one of its most successful. https://www.naiop.org/en/Research-and-Publications/Magazine/2021/Fall-2021/Advocacy/NAIOP-of-Florida-Achieves-Major-Legislative-Victories PMI’s successful Military Program Operation: Quality for Hire Local > Regional > National Aid Veterans, active military and/or their families Help them make the transition back into the Civilian world (and into the project management community) Assist them in becoming qualified for project management certifications and help them secure employment in the Project Management profession https://ncpmi.org/38-membership/206-pmi-s-military-program-operation-qualify-for-hire Maddie No Utah Chapter shared this as a bright spot at the conference I did this week. I’m trying to get more info … Interestingly NTMA postponed their national 2020 Emerging Leaders Conference, originally scheduled for April 27 – 29 in Kansas City, MO. So this was a bright spot for NTMA
- @Peggy – Make the case for your chapters. Chapter relevancy in 2021 is tied to engagement, recruitment & retention....local is important, you an get some interesting things going on quickly, connect with people you might not be able to connect with. Components reach a whole new segment of members and non-members. Opportunities to focus on chapter members and highlight the local angle and impact of broad national topics. Ability to create micro-moments. Pull your numbers together to make your case. Show the number of people, registration counts, events happened, how many chapters did what. Teach chapters how to tell their value. Metrics for the stuff we’re not getting done or doing and how its impact was negligible so we can do other things.
- Reporting to Management Let the Dashboard be a visual Create a highlight level report (monthly?) to share with staff Annual report highlighting impact
- Closing the conversation [combo of Peggy/Peter/Mark]
- Chat What will you try? 60 seconds of silence – Take a moment to reflect on the last 90 minutes Where do you go from here? What's your next step? Take a minute to think. What is the first thing you need to do? Write it down. Put a date to accomplish it by. Make sure it’s SMART. No lofty “revamp our volunteer strategy”…make it something actionable like “call 3 volunteers in the next 30 days and check-in/ask how I could better support them.”
- Billhighway Software like Billhighway allows for a healthy balance of association visibility and chapter autonomy. You can see chapter performance data in real time—no nagging required. For example, with Billhighway, you can see the: Full financial picture of chapters Insight into member data Number of events chapters are hosting Types of events they’re hosting Percentage of members attending Percentage of non-members attending Mariner We are all about optimizing your local presence, whether it’s the traditional chapter or something else. We help you empower volunteers, improve the member experience, answer tough questions about components.
- If you’re looking to bring technology into the ROI fold…contact Billhighway! If you’re looking to up your volunteer game…talk to Mariner!
- @PEGGY You’ll be directed to a post-event survey – please fill it out and tell us what you thought of today’s session! We’ll be sending out the recordings and CAE credits next week. Proposed Survey Questions: 1-5 How much did you enjoy the workshop? What was your biggest take-away from today? What would you change about today? What other topics do you want to hear about? Are you interested in any services provided by today's speakers/hosts? (check all that apply) Billhighway Mariner
- Any questions? Thank you! See you tomorrow!