234 episodes

JP Moery’s Association Hustle Podcast: Host JP Moery, President of The Moery Company, offers a weekly episode featuring insights and strategies – and, a little bit of hustle – to help 21st-century associations thrive in a progressively complex and competitive business landscape.

Association Hustle The Moery Company (JP Moery)

    • Non-Profit
    • 5.0, 17 Ratings

JP Moery’s Association Hustle Podcast: Host JP Moery, President of The Moery Company, offers a weekly episode featuring insights and strategies – and, a little bit of hustle – to help 21st-century associations thrive in a progressively complex and competitive business landscape.

    Moving Forward: How to Recover, Relaunch, and Rebound – Association Hustle Podcast Episode 234

    Moving Forward: How to Recover, Relaunch, and Rebound – Association Hustle Podcast Episode 234

    This week we're covering topics that association leaders should be focusing on when it comes to communications, virtual events, and sponsorships. This episode is packed with useful tips and actions you can take today to help your association – and industry – move forward by shifting the focus to recovering, relaunching, and rebounding.



     



     



     



     



     







     



    Hello and welcome to JP Moery’s Association Hustle Podcast. President of The Moery Company, JP’s mission is to arm today’s associations with insight and strategy to thrive and a progressively complex and competitive business landscape. 21st century associations must move forward with a little bit of hustle and revenue development at their core.



    Here’s JP.



     



    Today I want to talk about communications, virtual events, and sponsorships and how to use them to help your association – and your industry – recover.



     



    Communications



    First, some observations on what we’re seeing here at The Moery Company. Our newsletter open rate is up 20% and our click through rate has gone up to 22%. Here's why: we’ve been providing timely resources and insights for associations to navigate the pandemic and now we’re focusing our content on how to move into recovery mode. More resources, more interpretation. That's what your members want from you.



    Our podcast downloads are up 66% from last month. Friends, if you don't have a podcast after this era of change that we're going through, I don't know what you're doing. You need to get into podcasting as another channel for your thought leadership in your industry.



    Our performance on LinkedIn remains very strong. In fact, it's my favorite social platform for business people. Notes from our conversations with CEOs performed best last month. Again, insights into our industry geared towards the audience of the social channel helps drive more shares and more activity on LinkedIn. Give your audience – your current and potential members and sponsors – information that they’re seeking in a format tailored to each social network.



    I’ve got some great observations on video, too. We post videos to Facebook, YouTube, Instagram, and LinkedIn. We’re seeing best engagement on videos that are less than two minutes. That's the attention span of my wonderful audience. That's okay! One to two minutes means I need to get to the point, too. Good for you to know that.



    The number of visitors to our website have doubled. Here's the key thing, friends, all of this outbound communication and posting of content and resources that you have has to be directed back to your website so they can see all of the other resources that you have available.



    There's been a surge in demand for educational offerings and training. Some companies, like ours, received payroll protection money to help us continue moving forward. Others many not have as much work as they did before the pandemic. This is a great opportunity to focus on education since the workload may be lighter than usual and they have time to focus on additional training. If you have a virtual training program for your industry you ought to be doubling down on the marketing of it right now.



    Here's another important thing to note: we're shifting from pandemic content to content focused on recovery. Now is the time to shift your content focus to recovering, rebounding, and relaunching your industries. Don't forget that the tide shifts and to watch the trends in your content engagement. I’m paying a lot of attention to that, probably more than I ever have. It's key to make sure you keep your audience engaged. Don't just be trotting out the same old stuff.

    • 10 min
    An Association Sales Crisis – Association Hustle Podcast Episode 233

    An Association Sales Crisis – Association Hustle Podcast Episode 233

    We're getting ready to see an association sales crisis like we've never seen before. For those associations that adapt and get into it will be the ones that survive. It's not too late. Listen to this episode for a plan on how to ramp up sales when it comes to membership recruitment, membership renewal, and sponsorships.



    P.S. We're doing a giveaway! Listen to the end of the episode for the details or check out the show notes below.



     



     



     



     



     







     



    Hello and welcome to JP Moery’s Association Hustle Podcast. President of The Moery Company, JP’s mission is to arm today’s associations with insight and strategy to thrive and a progressively complex and competitive business landscape. 21st century associations must move forward with a little bit of hustle and revenue development at their core.



    Here’s JP.



     



    I've been in this association business for almost 30 years and I've heard a lot of conversations about membership sales.



    And let me tell, you, I've heard it all!



    "We’re just a nonprofit, we don't really like selling that much."



    "You know, we really don't need membership recruitment help. We've got 90% of the market!"



    "Oh, we’ve got an 89% renewal rate! We just send out the invoices, no need for an intentional retention program."



    And my favorite, "You guys just take orders for sponsorships, ads, and exhibits. Doesn't really take any selling. We just send out the prospectus and get the orders in so we don't really need any sales help or strategy."



    Where are those people now? I guarantee you that they're probably in the corner of the room in a fetal position because everything around them is falling apart or they're sitting there wondering when things are going to “return to normal” and hoping that they do. Hope is not a strategy. We're getting ready to see an association sales crisis like we've never seen before. For those associations that adapt and get into it will be the ones that survive.



    So, I've got a plan with a number of steps to ramp up sales when it comes to membership recruitment, membership renewal, and sponsorships. And will share tips on leveraging communications that might be helpful to you.



    Membership Renewal



    You're going to need a membership sales renewal process during this billing cycle more than ever. Sending out emails and invoices in the ninth month of membership will require more outbound work. In addition to the billing cycle you're likely going to add additional calls and direct engagement especially if you're extending deferrals, payment plans, and any kind of adjustment to your regular membership. My guess is to expect a 25% reduction in membership renewal rates from your average in 2021, depending upon when your billing cycle lands in a calendar year. You're going to need outbound folks calling your members to talk to them about the renewal process. It's going to be very critical if you have any kind of expectations to return to the renewal rates of the past.



    Membership Recruitment



    Associations are doing unbelievable work in the area of membership recruitment and the role of communication has enhanced. We're stretching our communications teams thin! There are more Monday briefings than ever before with newsletters and videos coming out from CEOs. Associations are increasing content output by sending information to the entire industry about what's happening, how to reopen their businesses, and how to adapt to a new era within their industries. It's very good stuff. However, here's the trick, every single outbound communication should be tracked for opens, clicks,

    • 8 min
    It’s Time to Get Tough – Association Hustle Podcast Episode 232

    It’s Time to Get Tough – Association Hustle Podcast Episode 232

    Things aren't coming back like they were. This is a test. What grade will your association get? The latest on what is happening in the association field regarding memberships, events, and sponsorships.



     



     



     



     



     







     



    Hello and welcome to JP Moery’s Association Hustle Podcast. President of The Moery Company, JP’s mission is to arm today’s associations with insight and strategy to thrive and a progressively complex and competitive business landscape. 21st century associations must move forward with a little bit of hustle and revenue development at their core.



    Here’s JP.



     



    I've got a very direct message for you today: it's time to get tough. Things aren't coming back like they were. This is a test. What grade will your association get?



    This is a great opportunity for us as well, here's what I mean:



    This is probably the biggest professional economic test we are ever going to face within our associations and in our lifetime. You will look back and recognize that it either knocked you out and it was never the same or you came out of it by punching through and in better shape than before.



    It's time for us all in the nonprofit, in the association, and in the small business space to get tougher.



    Here is a personal take how to get tough and come out of this stronger on the other end of the pandemic:



    I have developed a daily Power Five list, a list of items I must do every day. Some of them are business related, some of them are not. For example, my current list includes the following: read scripture, work out, say I love you to my daughters and my wife, send a thank you note, and contact 20 associations. I try to do those things every single day. Some days I win, some days I lose. It's not a to do list, it's a Power Five list that helps me stay focused on reaching personal and professional goals and live a better life. It also helps me stay productive. I got this from Andy Frisella, who's a leadership guru, and I encourage you to follow him.



    The other thing I want you to think about is how to measure yourself every single day. It's very difficult, in this day and age when days and weeks blend into each other, to measure yourself every single day and share that measurement with someone else. Measuring and tracking your progress towards goals is more important than ever.



     



    And here are my recommendations for associations:



    There are a number of things that will happen in the next several months, if they're not already happening in your association right now regarding membership, events, and sponsorships.



     



    Membership



    Membership recruitment, engagement and retention will be – for the foreseeable future – the key revenue driver for associations. Most trade associations are generating somewhere around 60% of their revenue from membership. That is at risk at a greater rate than it was before. I don't think we can expect a 90% retention rate in 2021. Some associations tend to be good at recruitment, engagement and retention but often not all three. We've got biases and we have strengths. My point is, we should be good at all of those now.



    Membership Recruitment



    Have a specific plan, activity, and pipelines each week. Feel free to refer to past episodes to hear about membership recruitment!



    Membership Engagement



    Have a full year, step-by-step plan and start slow. Provide your members value and then continue to buil...

    • 8 min
    Exclusive Notes from Our Association Chief Executive Roundtable – Association Hustle Podcast Episode 231

    Exclusive Notes from Our Association Chief Executive Roundtable – Association Hustle Podcast Episode 231

    We recently hosted an association executive roundtable to get a pulse on what is happening in the association world. We learned a great deal about how associations are pivoting, and even thriving, during the pandemic and how they foresee their operations continue to adjust moving forward.



    An executive summary of the meeting can be found here.



     



     



     



     



     







     



    Hello and welcome to JP Moery’s Association Hustle Podcast. President of The Moery Company, JP’s mission is to arm today’s associations with insight and strategy to thrive and a progressively complex and competitive business landscape. 21st century associations must move forward with a little bit of hustle and revenue development at their core.



    Here’s JP.



    Hi, it's JP Moery, welcome to the Association Hustle Podcast.



    I want to dive right in by giving you some notes from a Zoom call that I hosted with our association CEO and COO clients. We talked about membership, events, virtual events, sponsorship, government relations. Let me tell you about some of the key findings.



    Communications. Your industry is really hungry for information, the ability to communicate and connect with people right now is a key opportune time to develop relationships in your industry. Members and non-members really are welcoming compassionate messaging and great content. Your ability to show expertise and how to navigate the PPP program, emergency loans, access to capital, reopening issues, and other issues are being very well received in the marketplace. In effect, associations are working harder than ever before.



    Membership Renewal. Most of the associations we were speaking with are launching their renewal program. They may be thinking about deferred payments, partial payments, lowering of dues for certain membership categories, temporary complimentary access for folks who have lost their jobs, and so on. Associations have also opened up information portals for non-members for now. Some non-members are actually ready to join as they see the information and the value that the association provides. We're actually selling new memberships right now! Can you believe that? Make sure that, if you are offering complimentary information, to capture the names and the contact information of those people showing interest because someday, when business opens up and becomes more regular, they could be a very key prospective member.



    Events. Everyone knows that associations are converting from face-to-face to virtual events right now, in terms of content delivery and marketing. We need to be mindful that not everyone's going to sit through a four- to five-hour virtual meeting. They're just not going to do that. Associations are thinking about the cadence of the delivery system. They're also looking at segmenting groups into smaller, more focused, networking opportunities. Think of the early Zoom calls where you may have had 500 people on, now associations are starting to segment the meetings into smaller groups with shared common goals and to solve common problems. Partner and facilitate those discussions based on interest, problems to be solved, age group, and region of the country since different parts of your industry may be opening at different times. Something to think about.



    Meeting Security. Associations and firms are forbidding the use of certain virtual meeting platforms because of security concerns. Whether it's Microsoft Teams, Zoom, GoToMeeting; associations are really thinking about the security issues when it comes to protecting members in their associations...

    • 7 min
    What We Learned From the PPP Application Process – Association Hustle Podcast Episode 230

    What We Learned From the PPP Application Process – Association Hustle Podcast Episode 230

     



    On this week's episode JP provides an update on The Moery Company's business operation and what we learned during out application process for the Payroll Protection Program (PPP) loan.



     



     



     



     



     







     



    Hello and welcome to JP Moery’s Association Hustle Podcast. President of The Moery Company, JP’s mission is to arm today’s associations with insight and strategy to thrive and a progressively complex and competitive business landscape. 21st century associations must move forward with a little bit of hustle and revenue development at their core.



    Here’s JP.



    Hey everybody, I’ve got a great story for you today: The Moery Company qualified and received a Payroll Protection Program loan last week. I want to share an update on the business operations and how this pandemic affected us and how we've responded.



    We had a couple things happen last week. Our small family business here in Virginia received a Virginia 30 Day Fund grant, we had an angel investor loan us some resources, and the PPP loan came in. All of this happened within a 48-hour period. The process of this brought feelings of hope, frustration, gratefulness, and waves of other emotions. I don't think there was any way the infusion of resources would occur without the help of many.



    We pursued the PPP option in the same way we pursue new members for our association clients. We did it with professionalism, facts, tenacity and follow up. Without those things our company would likely be looking in from the outside at that program. All of these infusions added up to about $200,000 in cash for us.



    We pursued the PPP loan and called our bank almost daily. We bank with Eagle Bank, here in the Washington DC area, and they were very helpful. However, there were times when we read information in the press or from other resources and it didn't seem to be the same in terms of what we were getting with the bank. We were very tenacious with them, following up with our VP, and emailing our account rep. We had help with our forms from someone who had been successful in applying for another company. That made a real big difference because we wanted to make sure the information that we sent in was accurate. We stayed on top of it. I don't know about all of the information that's going to come out about big companies getting the loans, that's for another day in another time.



    My realization that at this time in place this was where the money was and the money is almost always in the system somewhere. In this case, the “system” had the money with the government and it was in a different place.



    I recognized the money wasn't in the traditional place that The Moery Company was used to getting it from. It wasn't with new clients and we had limited opportunities in membership sales, sponsorship sales, and consulting projects. So, I had to go where the money was. I had to shift quickly to a new place to get resources and I had to do it. Here's why: prior to this, we already put in place several savings decisions that we implemented and I was literally minutes from communicating with my team about salary cuts across the board that many of you and your organization's have faced. My goal from the beginning of this economic freefall was to keep my team in place and all employees working at full salary. That is now a reality.



    We will take a financial hit in the coming months, there's no doubt about it. As sponsorship sales slow, and we change to new formats for sponsorship types, delayed strategic and membership recruitment cycles are going to lengthen and get longer. However, for the foreseeable future, we are intact with our team and delivering some o...

    • 6 min
    Five Areas of Focus for Association Leaders During a Crisis – Association Hustle Podcast Episode 229

    Five Areas of Focus for Association Leaders During a Crisis – Association Hustle Podcast Episode 229

     



    Listen to this week's episode to learn how you can adapt and adjust your association's membership acquisition, value proposition, communications, meeting and events, and leadership to the current environment.



     



     



     



     







     



    Hello and welcome to JP Moery’s Association Hustle Podcast. President of The Moery Company, JP’s mission is to arm today’s associations with insight and strategy to thrive and a progressively complex and competitive business landscape. 21st century associations must move forward with a little bit of hustle and revenue development at their core.



    Here’s JP.



     



    It's great to be with you. I've got another COVID-19 pandemic themed episode for you and we're going to cover a lot of topics.



    Association Membership



    Every industry is being affected by this and I'm not sure how much. My sense is that it's somewhere from catastrophic to very hectic. Despite that, this may be an incredible time for you to increase your outreach and your engagement with your members and industry.



    A few ideas for you.



    You can launch a trial membership during the pandemic that allows those that are non-members to access resources that you are currently providing to your members. Open up channels of communications with them, engage them, and continue to deliver more than ever. Give them a chance to experience how valuable membership is with your association.



    Along with the trial membership offer you will need to have an intentional plan to convert them to full memberships when things return to “normal,” possibly in the next quarter. You may already know the difficulty of converting trial memberships so be ready. You’re doing so much fantastic work that the trial period should build loyalty that will help with conversion down the road.



    Value Proposition



    Relaunch your association with a new value proposition with access to corresponding materials. The other day I saw an association that launched a great program that extended membership for three months for free for those who are unemployed along with a $125 credit for any of their educational programs, and a COVID-19 resource page where they’re delivering webinars and podcasts on a regular basis. As you can see, they're delivering all this value to their members without necessarily saying it will all be free forever. They set up a program that unique to the time to help their members and they're delivering more information, services and benefits than maybe they ever had before.



    Communications



    Increase your information delivery. We're seeing here, at The Moery Company, a 50% increase in social media engagement. Our open rates on our email newsletter has gone up almost 10%.



    The other thing that could be unique for this moment in time, is connecting with people on the phone: more return phone calls and more phone conversations, in general, are happening right now. It won't last forever. There is no doubt that the pace has slowed down but people are very active and they're much more willing to speak on the phone. What an unbelievable time to connect person to person.



    Meetings and Events



    My guess is you have cancelled meetings. I saw a study the other day that said 65% of all associations have cancelled an event and they pivoted to adjusted meeting, holding sessions online, and found sponsors for webinars and Zoom gatherings. One of our smaller clients told me about a webinar that had near 1000 people on their online webinars, they’ve never had that before! Prepare for the future of smaller, more exclusive meetings, which were already becoming very popular.

    • 7 min

Customer Reviews

5.0 out of 5
17 Ratings

17 Ratings

Scott from DC ,

Must Listen for Association Professionals

JP offers practical ideas from his years of experience and challenges his listeners to take their organizations to new heights.

sophie/maddie ,

Amazing Podcast

Best podcast I’ve heard in a while. Excellent insight

ARLCAE ,

Must Listen for Association Execs

JP provides food for thought and good reminders for best practices

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