Association Insight International & European 1 | Page 72

Association Success Story
Challenges
The three main challenges we faced were members/non-members who:
1) Had low to no budget for travel.
2) Couldn’t take the time away from work.
3) Struggled to convince higher ups that the convention was valuable.

Data Analysis:
The approaches and activities that will be covered in the roundtable discussion required tremendous work on
the part of all IFMA staff. We were simply doing something different hoping for a different result. In other
words, taking calculated risks to produce a greater ROI.

Results:
The results that we experienced were phenomenal. Our registration numbers grew by 10 percent in four
months, out-pacing our highest convention growth.

Learning Points:
In hindsight, I would have done the following things:
1) Embarked upon the strategic journey at least 2 years in advance
2) Included a hybrid element
3) Developed the budget to allow for some outsourcing of specific tasks
We will discuss how these elements could have saved staff time and helped to create a lasting monetary
effect for the association.

Conclusion:
We grew our convention registrations by being strategic, creative, engaging social elements pre, during and
post, and simply taking risks. We’ll discuss these elements further and after the roundtable you’ll be able to:
1) Understand how IFMA grew the annual convention and produced their greatest ROI.
2) Learn the grassroots steps taken to develop a cutting-edge program.
3) Explore ways you can apply these steps to your association meetings.
4) Take away innovative ideas for your congress programme that will produce greater ROI for your
association.

Quotes:
“The education at World Workplace this year was unmatched! The pre-conference deeper dive sessions,
keynotes and concurrent sessions were second to none. Keep up the great work. – 10 year Delegate.
“I had a fabulous time at World Workplace meeting new people, old friends and of course learning more
about my profession. The welcome reception, credentials reception, keynotes and closing gala were
spectacular. You all do an awesome job.” – Third year Delegate.
“I returned to my workplace with new, fresh and exciting ideas. I look forward to attending many more in the
future.” – First Time Delegate