Global Connections

This week is shaping up to be one of the most exciting weeks of the year.  It could be bigger than envisioned.  By the time we get to May 1 (May Day) 2008, we might discover that we have actually done or restarted, what we set out to do when we were 20 years old:  Change the World.

Like hundreds of rivers that have traveled for thousands of miles, only to converge into one, wide and fast-moving river, more than 800 leaders of national and international associations and businesses will come together, starting tomorrow, at the Global Summit for Social Responsibility, organized by the American Society of Association Executives & Center Social Responsibility Initiative.   Most of these national and global leaders are a decade or three past 20 years old.

There are more than 8,000 reasons why we wouldn't miss this and this blog posting is the beginning of a series on leadership, connections, global customers, and passionate organizations.  That's a lot to cover so you'll just have to grab your inner tube and jump in this river with us, participate in the conversations and enjoy the adventure with unconditional wonder.

I will be among the 700 or so gathered in person at the big, new Gaylord National Harbor in the Washington, DC metro area for the Global Summit. Another 100 or more will be joining us virtually from 18 connection sites in many countries.   If you've ever been to the Gaylord Opreyland complex in Nashville, you have an idea of the environment where we'll be this week.  It's like an entire world, under very high,
massive glass roof structures.  It always reminds me of Thunderdome.

David Cooperrider, an organizational development expert and faculty leader at the Center for Business As An Agent of World Benefit,who developed the methodology for organizational renewal known as Appreciative Inquiry will be our guide on a day of "Discovery" on Wednesday, then a day of "Dream & Design" on Thursday, then on to "Destiny" on Friday.

All of that provides plenty of fascinating, immediately useful and relevant information to feed this blog and your appetite for participation for the rest of the year.  Maybe longer. It's really up to you and depends on your active involvement.  Just to be on the safe side, go ahead and put this blog in your RSS feeder so you don't miss all the good parts.

What about the other 7,200 you ask?  There's another global community we will involve in our journey and you might want to get thee to this website and dive in:  Global MindShift. There's a lot to love about this, starting with their focus: "To change the world, change your mind."  Now THERE'S social responsibility, globally.  What was it Michael Jackson said?  "I'm starting with the man in the mirror."

Other things we love about this site:

• You are invited to "connect with others in a conversation that matters."
• The site is well organized and responsible.  It has real people behind it with names, addresses and phone numbers that they answer, in Palo Alto, CA. (As a rule, we don't frequent places that are way too virtual and unsafe.)
• There is data all over the site that tells you exactly how many are in the Global MindShift Community and who is in what conversation.  In other words, this is like a well-managed convention with great topics, good signage to help you get to the right conversations, and just enough rules to keep the conversations productive and not chaotic.

Let's blog and see how these worlds connect, shall we?

Saturating the Market

I had a conversation with a certification organization recently that reminded me of the basics…..you have to know your customer base and know what makes them tick. A certification program will typically have early adopters in the first few years. These are champions that have a deep commitment to the industry your program serves. These individuals will quickly give their time and energy to advance the industry and see the public benefits of your certification program before personal ones.

Certification Professionals love this audience and it is easy to forget that this group, while vocal, is small. These are your first test takers and a group that is relatively easy to attract. Consequently, the first year or two of your program has great participation and your parent organization applauds your marketing program. Then, the numbers drop off and you are caught off guard. You wonder what has happened and where you have gone off course. This is when I typically get the first call for help.

To capture the attention of early adopters, you simply have to open your doors and let them know what you are doing and, how it will benefit the industry. Okay, this may be a little oversimplified, but just a little. To capture the attention of the majority of professionals in your target industry, you have to know what makes them tick. You have to know how they will personally benefit from your certification program. And, you have to package your program’s message to target those benefits. Each certification program has at least five different audiences/customer bases and you need a marketing program that is unique for each customer base.

-Anna

What Matters...Customizing Your Message

Do you package your organization’s message in a gift bag or in custom wrapping paper?  We have all been to parties where the majority of gifts are brought in the standard gift bag with three pieces of tissue paper sticking out of the top. And, often in the midst is a nicely wrapped box with unique ribbons and something dangling on top. Our eyes are drawn to the wrapped package.

We should strive to ensure that our organization’s message is packaged in custom wrap that reflects our understanding of the event and the attendees. I am not referring to the fancy folder or nice cover, although these are important. I am focusing on the message that you are conveying in the collateral you create and the words you use.

Take the extra time to personalize the content of your package for the recipient. Research the recipient and add a few lines that reflect your research. Convey that you understand what makes them tick. Find the places where their goals and objectives intersect with your goals and objectives, and focus on those points of intersection. This personalization will capture the attention of the recipient and distinguish you from your competitors.

-Anna