BY GREGG H. TALLEY

As associations increasingly turn to information technology to maintain operations, many are racing to keep pace with an ever-evolving digital world. From wireless connectivity to Voice Over Internet Protocol, and Rich E-mail Marketing to Search Engine Optimization, organizations are tapping into a growing number of technological tools that could ultimately help boost business.

Computer-related technology has proven to be an extremely valuable resource in the association industry, helping cut down on staff time while subsequently enhancing member value. For example, a 2005 AMC Institute survey showed 95 percent of Association Management Companies (AMCs) use online registration for meetings and conferences for their association clients, with almost 30 percent listing increased cash flow for associations from faster signups and payments as a top benefit. 

This merger of business and technology means associations, regardless of size or budget, need a dedicated workforce capable of handling interactive needs. Many nonprofit organizations are now looking to AMCs as a solution to their technology woes. An AMC provides specialized services including Web design and development, allowing association staff to focus on daily operations.

Here are some tips for utilizing technology to drive business.

1. Step up the site. Typically, members, the media and the general public will first head to the World Wide Web when searching for information about a particular association. Providing plenty of educational material on the home site – along with easy navigation – can help visitors find the information they need. In addition to basic content, add members-only areas, searchable membership databases and news sections to satisfy existing members. Occasionally publish members-only documents on the home page to tease potential members into joining.
   
   Those really trying to please online guests can spice things up with virtual tours, live web cameras or Flash – an advanced Web development tool with animation, movement and special design effects.

2. Let them pay. Add a payment portal to your home site. This allows an association to sell memberships or materials to those who prefer making purchases via the Internet, while speeding up cash flow.

3. Put your Web site on the digital map.  Search Engine Optimization (SEO) is the process of changing elements of a Web site to boost its presence on the top search engines. Since more than 85 percent of all Internet users rely on search engines to locate Web sites, high rankings for commonly searched phrases are key to garnering new members. Optimization entails writing new content or changing existing content and writing clear and relevant meta tags – or hidden codes and text that describe the contents of a Web page.

4. Electronic Marketing draws attention.  Rich E-mail Marketing (REM) is a campaign-based service designed to achieve fast, efficient and effective marketing results and member communications. Marketing messages are optimized for the recipient's e-mail system and delivered with customized graphics, Flash, audio or video for a top-notch appearance. Because the rich-media is streamed from a server -- and not your server -- the message size is not overwhelming for those receiving it and it doesn’t bog down your system.

5. Go electronic.  E-mail allows an association to keep in frequent touch with members while reducing labor, printing, phone and postal costs. Organizations are now creating listserv mailing lists and online membership bulletin boards to increase member exchanges, as well as incorporating e-mail into governance activities to facilitate votes. Online newsletters are also becoming popular.
   
   When it comes to member directories, according to the AMC Institute Survey, 90 percent of members now publish at least part of their association clients’ directories over the Internet. This allows member information to be updated in an instant. Further, 26 percent say they no longer produce any type of printed directory.

6. Lighten the load. Offer a USB jumpdrive as an option to printed conference binders.  Print the device with your logo. These lightweight, removable data storage devices make it easy for members to take notes via laptops at conferences, unlike a read-only CD. Following the conference, they can continue using the device for other work, but will continue to see your logo every time they plug it in.

7. Try e-meetings. Where appropriate (perhaps for board meetings in between annual meetings), host Web-based and audio meetings. As the business world becomes increasingly global, such technologies will help associations in Iowa, for example, communicate regularly with organizations in Beijing.

Overall, AMCs today are more frequently leveraging technology to help boost response times and the bottom line for their association clients. Many AMC clients have been able to reinvest staff time in other strategic priorities. All of this will help AMC client associations retain or accelerate membership growth and satisfaction while focusing more resources on the association’s mission.

Gregg H. Talley, CAE, is President of TALLEY MANAGEMENT GROUP, INC., an AMC based in Mt. Royal, NJ.  He can be reached at Gtalley@Talley.com or at 856-423-7222, www.talley.com.