Mass marketing is so 1990's! Spend spend/waste wasteThis blog will take you in a different direction. It focuses on association recruitment and retention of members by using targeted methods and communications, and there will be an occasional sojourn into related topics of interest. Rather than discuss the broad, the general, and the "same old," the goal of this blog is to provide useful tools, fact sheets that answer specific questions, and inspiration to those looking to make their jobs more interesting and fun.Thank you for visiting and I welcome your feedback and ideas.

Posted By Leah Baker

Boards are concerned with setting objectives which involves discussions, debates and consensus building that can be time-consuming and somewhat less than precise. If board members are willing, it’s a good idea to quantify the decision-making process and it can be easily done with a fixed-sum preference scale.  

 

A fixed-sum preference scale measures both preference and intensity which makes it preferable to simple rankings. Each person is given 100 points to spend among several issues. It works best to have four, five, or ten issues. When they are finished, you add up all the points given by all the board members and see which item receives the highest number of points, which item receives the next highest number of points, and so on. You may find, for example, that developing a national ad campaign is considered three times more important than influencing legislation, or vice versa. Here is an example.

 

“There are several issues that the board can address in the next meeting and we’d like to know which you consider the most important. To indicate the relative importance of each issue, assume that you have 100 points to spend on the list. You can spend 100 points on one issue or any other combination. If the statements are of equal importance, each would receive 20 points.”

 

_____  Increasing non-dues revenue

_____  Redefining some governance issues within the Association

_____  Influencing legislative affairs

_____  Gathering industry statistics

_____  Developing a national ad campaign

 

This column should total 100 points.

 

For more info call 703-772-5263 or e-mail AllegianceResearch@gmail.com


 
Posted By Leah Baker

This is a continuation from the previous article where I described how we developed a new tag line for Family, Career and Community Leaders of America (FCCLA). It was formerly Future Homemakers of America and over 60 years they evolved to include boys as well as girls, and these students were involved in a wide range of community activities. Now they needed a tag line to explain exactly how FCCLA was different from other youth organizations.

 

The previous article described the process of counting points, and we included both teachers/advisers and students in the process. Since it is a student-driven organization, the teachers/advisers felt that students should take the lead. For example, teachers and advisers liked the term “future leaders” but students did not like it because they felt they are leaders now. Consider some of the most popular words and how they scored.

 

The Word        Teachers/Advisers       Students

Potential          320 points                     65 points

Leadership      130 points                   105 points

Build                 30 points                     75 points

 

Because the word “leadership” tested well in both groups, its inclusion in the final tag line is no surprise. The clear tag line winner was “The Ultimate Leadership Experience” for students, teachers, and advisers, and the FCCLA Board of Directors approved it very quickly. This tag line sets FCCLA apart from other youth organizations, conveys boldness, and enhances the organization’s efforts to create a new future. For more info see www.AllegianceResearch.com or e-mail AllegianceResearch@gmail.com


 
Posted By Leah Baker

Tag lines are powerful for their ability to establish a memorable image and streamline an organization’s mission statement. Here is one challenge and how we solved it.

 

The Challenge: Family, Career and Community Leaders of America (FCCLA) had changed its name from Future Homemakers of America. Across nearly six decades they had evolved to include boys as well as girls, and to provide a wide range of programs from child development to community youth violence prevention. But the message about how it is different was still not getting across. They hired a firm to facilitate meetings to find a tag line but the groups kept getting deadlocked and could not make progress.

 

Then they came to us because they know we have a unique methodology for research and breaking logjams - to find the best tag line, count points! We call this methodology Fixed-Sum Preference Scales.

 

Developing a new tag line was a key part of creating a new image for FCCLA and to find the best tag line we counted points. In focus groups we gave various members 100 points and asked them to spend their points on possible tag lines or words they found the most appealing. One tag line or word could receive all 100 points or the points could be spread among several options. The top picks were then tested again with another 100 points. This allows quantification of the entire process to produce a clear winner. It is also easier for respondents than ranking long lists and it is more effective because it reveals both preference and intensity.

 

In this process we are going from the general to the specific. The next blog article will describe how various words measured up, and the resulting new tag line.

 

To learn more about our unique research methodologies visit www.AllegianceResearch.com or call 703-772-5263 or e-mail AllegianceResearch@gmail.com


 

 

 
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