Chapter Performance Data Has the Power to Improve Your Association’s Relationship with Chapters

I sometimes wonder what the break-up rate will look like on the other side of the pandemic. A crisis can bring some couples closer together but drive others further apart.

How has the pandemic affected your relationships with chapters? Are you talking regularly with chapter leaders or getting ghosted? Are you “all in it together” or regressing into “us vs. them” territory?

Would you believe me if I told you that chapter performance data could put you and your chapters on the path to a rewarding relationship? Read on to find out how data makes you a much more alluring chapter partner.

CHALLENGE: BALANCING YOUR NEED-TO-KNOW WITH CHAPTER AUTONOMY

Understandably, you want to know what’s happening—and what’s not happening—in chapters so you can provide the support they need and build a stronger relationship with them. But, even in the best of times, you probably have to incentivize (or strong arm) your chapters into submitting the data you need.

We’ve seen several successful strategies for getting chapter data:

• The chapter recognition program at the Association of Government Accountants awards points to chapters based on their activities and compliance with affiliation requirements.
• The Association for Corporate Growth gets the chapter data it needs via the annual chapter self-assessment
• The College and University Professional Association for Human Resources collects data through its chapter awards program.

But sometimes, the threat of disaffiliation is the only thing that works. That’s no fun for anyone.

Even if you explain the rationale behind your data request and spell out what’s in it for them, some chapters will get around to it on their own timeline or never bother to comply. During the pandemic, submitting data to HQ is way down on the list of priorities for a busy, stressed out volunteer leader.

Nagging for chapter data does absolutely nothing for relationships. It feeds the “us vs. them” mentality, and, if that’s already the norm, this dangerous mindset becomes even more entrenched. You get the reputation for always wanting something and always pushing something.

AN UNCERTAIN FUTURE REQUIRES TRUSTED CHAPTER PARTNERSHIPS

You can’t face existing challenges or future unknowns without strong relationships with chapters. They need your support and the connections you can help them make with other chapters. Since chapters personify the association for most members, you need them to be a voice for your association.

The Illinois Principals Association (IPA) recognized the influential role chapters had in members’ purchasing decisions. IPA asked their chapters to help them increase annual conference attendance, giving each chapter a targeted prospect list. Chapter leaders had access to a Nucleus dashboard from Gravitate Solutions where they could see their progress toward regional goals—and the progress of other chapters. Conference attendance increased by a whopping 30%.

Chapters have a potentially huge role in your 2021 (and beyond) conference strategy. Next year, large in-person events are not likely to happen at the national level since members and industry professionals won’t be willing or able to travel.

Make chapters part of your hybrid event strategy with HQ hosting a virtual conference and chapters (or regions) hosting in-person conferences. The International Congress and Convention Association (ICCA) recently hosted a virtual conference “hub” with eight regional “spokes” around the world. The virtual live feed was broadcasted to the spoke locations. The spokes also had live in-person programs.

These collaborations require strong relationships with chapter leaders who are willing to share both the work and rewards (revenue). HQ provides the resources and chapters provide the local, personal touch. Chapter performance data can help you lay a foundation for your association and chapters to learn from each other and grow stronger together.