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

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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