Associations Seek Out Money and Members
By Gary Tufel -- Tradeshow Week, 4/17/2006
Three industry organizations recently restructured their membership and funding programs as they all seek more of both — money and members.
American Society of Assn. Executives & the Center established a new strategic plan, educational programs, membership categories and Web site. Destination Marketing Assn. Intl. is increasing dues for most members. And the Intl. Assn. for Exhibition Management is changing how it defines members and, in turn, the way it charges them dues. (See related story, page 1.)
ASAE & the Center will not be increasing dues. Rather, it will offer discounts for multiple membership purchases.
At DMAI, meanwhile, most members will receive dues increases beginning July 1. However, dues will actually decline for convention and visitors bureaus with annual operating budgets under $250,000, said DMAI Chairman and Sydney (Australia) Convention and Visitors Bureau Managing Director Jon Hutchison.
For example, a bureau with one individual member and an annual operating budget of $150,000 would see a decrease from $412 to $250. On the other hand, a bureau with a $10 million budget and six members would see its dues jump from $4,120 to $6,200.
DMAI President and CEO Michael Gehrisch said the dues restructuring parallels other changes at the organization. In the last year, the group has changed its name from the Intl. Assn. of Convention & Visitor Bureaus and expanded membership categories to attract more CVBs outside North America, where the largest membership potential exists.
The group is also pursuing accreditation, increased educational opportunities, performance reporting and the opening of a European office (most likely in Brussels, Belgium). Special membership guidelines are being considered for students, educators, and state and regional CVB associations.
DMAI dues remained unchanged from 1997 to 2001. They increased by 13 percent in 2002 and 3 percent in 2003. DMAI also generates revenue through sponsorships and alliances, DMAI Foundation grants, and the Destinations Showcase, which it repurchased last fall.
Greg Ortale, president and CEO of the Greater Minneapolis Convention & Visitors Assn., said larger bureaus benefit greatly from DMAI, and probably should make the greater contributions.
"The association needs to be supported for us to get the benefits we want," Ortale said. "If you compare our dues to what it would cost to get the information that DMAI provides, a dues increase is appropriate. There's no other organization that provides the type of organizational and other information DMAI does, and we want to continue to receive it."
ASAE & the Center has added a membership category for consultants and changed the associate member category to industry partner. The association has added a new framework for education programs called CenterU.
Vest said ASAE & the Center has just over 22,000 members, with no goals for membership growth. Instead, he said, growth will occur "when we are viewed as absolutely essential by our members."
He said last year's membership growth was fueled by ASAE's merger with the Greater Washington Society of Assn. Executives, a stronger economy and better recruiting and retention practices.
IAEM is making the greatest philosophical shift by basing dues on the amount of revenue a company generates, rather than the number of individuals it employs.
IAEM President Steven Hacker said his group's aim was to add new members in order to provide more services to members.
