Forum - November 2009

Association
Problems, Web
2.0 Solutions

Aspirin treats headaches. Water quenches thirst. And a big breakfast usually does the trick when you’ve got a hangover. If you’re wondering what can cure associations’ biggest ailments, however, you’ll want to turn to the computer instead of the cupboard, according to ThePort Network, an Atlanta-based company that specializes in building branded online communities for associations.

ThePort recently surveyed 123 association executives and asked them to identify from a list of 25 choices their organizations’

top three goals for 2009. Respondents’ rankings — acquire members ( 41 percent), improve member retention ( 39 percent) and improve non-dues revenue programs ( 23 percent) were cited as top objectives — reveal a desire among associations to more effectively engage both members and prospects, according to ThePort, which released a whitepaper alongside the survey in which it demonstrates how social media can help associations achieve their strategic goals.

“In the current difficult economic climate, there are more challenges than ever facing trade associations, especially with regard to keeping members interested and active so that they continue paying dues,” says ThePort CEO Bob Cramer. “Social networking provides a way for these organizations to add depth and value to member services to justify the cost of belonging.”