By Ida Shessel, M.Ed.
Over the course of your business and personal life, you’ve probably in one way or another been connected with a variety of associations and groups. I know I have.
When I wanted to grow my business and meet prospective clients, I joined networking groups (women’s groups, chambers of commerce, boards of trade, and business referral groups). When I wanted to enhance my professional skills and connect with people who do the same type of work that I do (speak, facilitate, and coach), I joined the same groups they joined. When community service was my intent, I got involved with the associations that championed the causes in which I was interested.
I have felt connected, part of the inner circle, if you will, to some groups and not to others. Why? What is it that creates or doesn’t create a feeling of connectedness for members?
To answer this question, let’s first consider why people affiliate themselves with an association. What are they looking for?
They are looking for the three “I’s”: Information, Inspiration, and Interaction.
Your website, brochures, and office staff will give them the first “I” – information. But if information were the sole goal, then people would buy the books or surf the Internet only. So they take it one step further, and wanting to hear it first hand, they sign up to attend the meetings and conferences your association hosts. The speakers will give them information, and added to that, the second “I” – inspiration.
But what about the third “I” – interaction? Your attendees are also looking for connections to other people. Interaction and the quality of that interaction are the keys to becoming part of the inner circle of your organization.
But, don’t assume people know how to interact effectively and make good connections. Many have “non-conversations” such as the following:
"Hi, how are you?"
"Not bad. How are you?"
"Not bad. What's new?"
"Not much. What's new with you?"
Help your members make great connections and become part of the inner circle of your organization. Follow these 10 tips for behind-the-scenes planning that will create a “network-friendly” culture and ensure people get the interaction they’re looking for.
1. Plan Pre-Event Preparation
Put articles and tip sheets on “networking know-how” in your magazine, newsletter, and convention packets. Focus on the etiquette for making contact in your industry or profession. Clear “how-to’s” give attendees the confidence to turn casual conversations into mutually beneficial, professional relationships.
2. Put Networking Know-How in the Spotlight
Give attendees at your events the rules and tools for making networking an art, not an accident. Schedule a keynote or opening session that shows attendees how to make the most of the meeting and handle the key moments that come up over and over again in every business and social situation. Later on during the event, include a session on how to follow-up, re-connect, and stay in touch with the people they’ve met.
3. Make Nametags Novel
Print the first name as LARGE as you possibly can. As a conversation starter, add a colored ribbon or sticker to designate “first timer” or “award winner.” Give people colored dots and let them choose how to code their nametags. For example, yellow = new to this group; green = taking the certification exam this year; purple = more than 1000 kilometers from home. Include several blank nametags for each person. Tell people to wear a new one each day (or at each event) and write something on it they’re eager to talk to others about - an enthusiasm or resource, or something they want to find, or learn, or connect with at the event. Wearing “agenda-based” nametags makes it easier to start conversations.
4. Light a Fire Under the Hospitality Team
Have your association leaders, staff, and volunteers attend events. Train them to be great greeters! Have them set the tone by welcoming people at mixers and sessions, introducing people to each other, and inviting people to go out for dinner or come to special events. Encourage them to mingle with the attendees and offer their help. Questions such as, “Whom would you like to meet?”, “What is your current challenge and how can the association help you?”, or “What suggestions do you have to make this event better?” begin conversations and connections that draw people in
Don’t leave newcomers on their own! Assign buddies who will introduce the newcomers to other attendees at your events. Personal one-on-one attention from those who are already a part of the inner circle makes members and guests feel valued. Have your staff or committee leaders personally invite people to join their committees, volunteer as presenters or event assistants, facilitate table discussions, or write an article for your newsletter.
5. Maximize the Mix & Mingle
Include some short, structured one-on-one or small group activities to encourage mixing and meeting. Choose an upbeat, energetic, well-known person to lead the session. Plan the questions to fit the group’s interests and culture.
Examples: “Talk about a trend affecting your industry in the next 3-5 years and how you and your organization are responding.” Or, “Design a new business using the skills and interests of people in your group (ideal for 3 or 4 people groups.) Give the business a name.” (This one helps people loosen up and think outside their profession to other interests. Expect some hilarious answers when the MC asks a few groups to tell what they came up with.)
Give people an excuse to begin conversations with each other as they come into a session by having a provocative question or topic on the screen and inviting people to chat until the meeting starts.
Don’t assume people will find each other. Create small group sessions around topics of interest. Many people are intimidated by crowds and end up feeling like conversational klutzes. They will feel more comfortable in small group meetings based on special interests. Give time for them to meet once or twice during the event, then by email during the year.
6. Spark Up Your Speakers
Remind speakers and trainers that attendees want to get to know each other as well as listen to experts. Suggest that speakers invite everyone who asks a question at their session to first give their name and possibly one other piece of information. This raises visibility, prompts others to ask questions, and increases interaction after the session. Encourage speakers to include interactive exercises in their presentations. Ask speakers to suggest that people continue to explore the topic at lunch.
Offer “Meet the Pros” Sessions. Attendees can sign up ahead of time for a 30-minute round table session with a “Pro” who will talk about a “hot” industry issue that is of interest to your group. One association I belong to schedules 20-minute “experts” sessions during the breaks at their regular monthly meetings. Small groups of attendees have an opportunity to get up close and ask questions of an industry or association leader.
7. Make the Most of the Meals
Table talk isn’t easy when the room is noisy and the tables are set for 8 or 10. Work with the hotel on noise control and request smaller round tables of 4 or 6 whenever possible. Alternatively, request rectangular tables so people can talk to those sitting across from them as well as to the people on their left and right.
Arrange the seating at lunch based on “Table Talk Topics”. Ethical issues, future trends, or current challenges and happenings are topics that generate a lot of energy. Assign a member as the facilitator for the table. Then give the facilitator specific questions to ask that will get the conversation going.
Invite people to sign up to go out for dinner in small groups. Designate a restaurant, a member as host or hostess, and a meeting place.
8. Manage the Music
Use music to energize or entertain, but don’t let it compete with conversations. At receptions or parties, consider using a classical guitarist or pianist, and keep the volume low so people can converse.
9. Foster Follow-Up
Be bold about suggesting how people can follow up and stay in touch after a meeting. Give them reasons and tools (e.g. postcards, chat rooms, list serves) to stay in touch. Hand out an attendee list. Set up Internet meetings or conference calls to brainstorm solutions to common problems. Suggest reasons for people to stay in touch (e.g. to share resources).
10. Find Out With a Focus Group
Don’t just wonder how things are going. Interview members at breakfast focus groups or call a handful of them after an event. Send out e-surveys to gather opinions to questions such as “How could we make our events more network-friendly?” One association I belong to sends out an email survey after every event. They value their members’ opinions! Trust them to tell you what helps them be a part of the inner circle.
Finally…
There are lots of way to help members become part of the inner circle of your organization, and when they do, they’ll:
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come back to your events year after year
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volunteer for committee and leadership positions
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donate time and resources to your causes
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recommend your association and events to others
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bring in new members
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eagerly renew their memberships
It’ll look good on your organization!
