Examples abound of once-dominant organizations that
succumbed to competitors because they failed to adjust their business model
when such a shift amidst rapid change could have made all the difference.
Associations feel the pressures of change because the attributes that used to
matter have taken a backseat to other ones (accessibility, flexibility). Sheri
will guide participants through a process that will help them make their
organizations more nimble and relevant to future audiences. I often see
associations make small changes in an attempt to fix big challenges. They
adjust the price of membership when the core issue is a lack of value to
members. The redesign their websites but don’t really improve accessibility and
usability of content – which is often the frustration of members and customers.
You can adjust your prices – but without value, people won’t give their money
or their time. Add to this that in today’s market, good enough will often
suffice and associations that built their reputation on rigor, depth and
quality may lose ground to other organizations that emphasize accessibility,
flexibility and mobility.
Drawing from research, observations from the consumer world,
interviews with association thought leaders who have successfully altered their
organization’s business model, and ideas garnered from working with hundreds of
associations, Sheri Jacobs will share the key elements for pivoting that
understanding the trends shaping the behavior of today’s members and customers
incorporating five essential characteristics into your organization’s DNA
building a stronger value proposition to drive engagement and retention
Attendees will learn how to reimagine their portfolio to
increase reach and engagement.
About the Presenter:
Sheri Jacobs, FASAE, CAE, President & CEO
As the founder of Avenue M Group, Sheri is a leader, innovator and visionary whose organization has helped more than 100 associations, small and large, tackle their most challenging issues by pivoting their value proposition and business model. A senior executive, best-selling author of Pivot Point: Reshaping Your Business When It Matters Most and association management veteran with nearly 20 years of experience, Sheri applied her experience in research, marketing, strategy and pricing projects to create a unique firm that helps associations achieve their goals.
Prior to opening Avenue M Group, Sheri served in staff leadership roles at the American Academy of Implant Dentistry, the American Bar Association and the Association Forum of Chicagoland. During her tenure at the Association Forum, she built award-winning campaigns that resulted in double-digit membership and meeting attendance growth.
Over the years, Sheri has served in numerous leadership, speaking and volunteer roles, including chair of the ASAE Foundation Development Committee, chair of the ASAE Membership Council and a member of the Marketing Council and Professional Development Committee. In 2018, she was selected to serve on the ASAE Board of Directors and ASAE Foundation Board of Directors. She is the author of The Art of Membership, co-editor and a contributor to ASAE’s best-selling membership book, Membership Essentials and author of the ASAE marketing book 199 Ideas: Powerful Marketing Tactics That Sell. She has been invited to speak as a keynote or present at more than 100 industry conferences and events. She is the 30th recipient of the ASAE Academy of Leaders Award.