Navigating the Waters of Association Marketing and Revenue Generation
August 13, 2024, 7:31 am
Location: United States, Virginia, McLean
Employees: 201-500
Founded date: 1969
In the ever-evolving landscape of associations, change is the only constant. Recent developments at Naylor Association Solutions shine a light on this dynamic environment. The promotion of Taylor Kessel-Salomonsson to Executive Vice President of Marketing is a significant move. It signals a shift towards a more integrated and cohesive marketing strategy. This change comes at a time when associations face mounting challenges, particularly in generating non-dues revenue.
Kessel-Salomonsson steps into her new role with a wealth of experience. She has navigated the turbulent waters of marketing in various organizations, including Bloomfilter and DocuSign. Her track record speaks volumes. She has built high-performing teams and driven substantial growth. Now, she aims to unify Naylor's marketing efforts. The goal is clear: to enhance brand presence and drive revenue growth.
But why is this important? Associations rely heavily on non-dues revenue. It’s the lifeblood that keeps them afloat. The 2024 Association Benchmarking Report reveals that generating this revenue remains the top challenge for associations. For the second year in a row, this issue looms large. It’s a storm that many associations struggle to weather.
The report, a collaboration between Naylor and Association Adviser, provides a detailed look at the current state of associations. It highlights key trends and challenges. The data collected from senior staff across North America paints a vivid picture. Associations engage with their members an average of 28.2 times a month. Yet, despite this engagement, barriers to generating non-dues revenue persist.
Three primary barriers stand out: understaffing, limited resources, and insufficient member engagement. These hurdles create a perfect storm. Associations find themselves unable to capitalize on opportunities. They struggle to innovate and grow. Kessel-Salomonsson’s leadership may be the beacon of hope needed to navigate these choppy waters.
The report also sheds light on communication channels. Traditional conferences and events remain the most valued. However, the digital landscape is changing. Social media, particularly LinkedIn, is gaining traction. It’s a reminder that associations must adapt. They need to embrace new tools and strategies to engage their members effectively.
AI is another area ripe for exploration. While a fraction of associations use AI regularly, the majority remain hesitant. This reluctance could hinder progress. Embracing technology is crucial for future growth. Kessel-Salomonsson’s experience in tech-driven environments may help bridge this gap.
Event hosting is evolving too. More than half of associations plan to mix live and virtual events moving forward. This hybrid approach reflects changing member preferences. It’s a response to a world that demands flexibility. Associations must be agile. They need to pivot quickly to meet their members' needs.
Staffing is another critical issue. The report highlights that data and strategy teams are the most understaffed. This lack of resources can stifle innovation. Associations need to invest in their teams. They must equip them with the tools and support necessary to thrive.
The challenges are daunting. Yet, they also present opportunities. Kessel-Salomonsson’s vision for a unified marketing organization could be the catalyst for change. By fostering collaboration and innovation, she can help associations break through barriers. The potential for growth is immense.
Naylor Association Solutions has a long history of supporting associations. Founded in 1969, it serves over 1,600 associations across more than 80 industries. Its comprehensive suite of tools and services empowers associations to enhance member engagement and increase non-dues revenue. The recent changes in leadership and the insights from the benchmarking report underscore the importance of adaptability.
As associations face these challenges, they must also embrace the future. The landscape is shifting. Member expectations are evolving. The need for effective communication and engagement has never been greater. Associations must rise to the occasion.
In conclusion, the promotion of Taylor Kessel-Salomonsson marks a pivotal moment for Naylor Association Solutions. Her leadership could steer the organization towards a more cohesive and effective marketing strategy. Meanwhile, the 2024 Association Benchmarking Report highlights the pressing challenges associations face. Generating non-dues revenue remains a top concern. However, with the right strategies and leadership, associations can navigate these turbulent waters. They can emerge stronger, more resilient, and ready to meet the demands of their members. The journey ahead may be challenging, but the potential for growth is vast. The future of associations depends on their ability to adapt and innovate.
Kessel-Salomonsson steps into her new role with a wealth of experience. She has navigated the turbulent waters of marketing in various organizations, including Bloomfilter and DocuSign. Her track record speaks volumes. She has built high-performing teams and driven substantial growth. Now, she aims to unify Naylor's marketing efforts. The goal is clear: to enhance brand presence and drive revenue growth.
But why is this important? Associations rely heavily on non-dues revenue. It’s the lifeblood that keeps them afloat. The 2024 Association Benchmarking Report reveals that generating this revenue remains the top challenge for associations. For the second year in a row, this issue looms large. It’s a storm that many associations struggle to weather.
The report, a collaboration between Naylor and Association Adviser, provides a detailed look at the current state of associations. It highlights key trends and challenges. The data collected from senior staff across North America paints a vivid picture. Associations engage with their members an average of 28.2 times a month. Yet, despite this engagement, barriers to generating non-dues revenue persist.
Three primary barriers stand out: understaffing, limited resources, and insufficient member engagement. These hurdles create a perfect storm. Associations find themselves unable to capitalize on opportunities. They struggle to innovate and grow. Kessel-Salomonsson’s leadership may be the beacon of hope needed to navigate these choppy waters.
The report also sheds light on communication channels. Traditional conferences and events remain the most valued. However, the digital landscape is changing. Social media, particularly LinkedIn, is gaining traction. It’s a reminder that associations must adapt. They need to embrace new tools and strategies to engage their members effectively.
AI is another area ripe for exploration. While a fraction of associations use AI regularly, the majority remain hesitant. This reluctance could hinder progress. Embracing technology is crucial for future growth. Kessel-Salomonsson’s experience in tech-driven environments may help bridge this gap.
Event hosting is evolving too. More than half of associations plan to mix live and virtual events moving forward. This hybrid approach reflects changing member preferences. It’s a response to a world that demands flexibility. Associations must be agile. They need to pivot quickly to meet their members' needs.
Staffing is another critical issue. The report highlights that data and strategy teams are the most understaffed. This lack of resources can stifle innovation. Associations need to invest in their teams. They must equip them with the tools and support necessary to thrive.
The challenges are daunting. Yet, they also present opportunities. Kessel-Salomonsson’s vision for a unified marketing organization could be the catalyst for change. By fostering collaboration and innovation, she can help associations break through barriers. The potential for growth is immense.
Naylor Association Solutions has a long history of supporting associations. Founded in 1969, it serves over 1,600 associations across more than 80 industries. Its comprehensive suite of tools and services empowers associations to enhance member engagement and increase non-dues revenue. The recent changes in leadership and the insights from the benchmarking report underscore the importance of adaptability.
As associations face these challenges, they must also embrace the future. The landscape is shifting. Member expectations are evolving. The need for effective communication and engagement has never been greater. Associations must rise to the occasion.
In conclusion, the promotion of Taylor Kessel-Salomonsson marks a pivotal moment for Naylor Association Solutions. Her leadership could steer the organization towards a more cohesive and effective marketing strategy. Meanwhile, the 2024 Association Benchmarking Report highlights the pressing challenges associations face. Generating non-dues revenue remains a top concern. However, with the right strategies and leadership, associations can navigate these turbulent waters. They can emerge stronger, more resilient, and ready to meet the demands of their members. The journey ahead may be challenging, but the potential for growth is vast. The future of associations depends on their ability to adapt and innovate.