E-Mail ! Print ! Post ! Republish ! Get Photos ! More>

An association’s annual conference delivers, arguably, one of the strongest member benefits for being a part of that organization. To be successful in today’s competitive marketplace, numerous factors need attention, review and consideration before being incorporated into the conference plan. Doing so will develop the relationship and ties between the member and the association. Careful planning, considered programming, gaining the involvement and support of industry leaders while developing opportunities for those up-and-coming members’ participation, will help an association elevate its profile.

Why Conferences Are Successful

There are a number of reasons why conferences are successful within the not-for-profit sector. The value of education and the opportunity to network take top ranking and although they can interchange from conference to conference, they will always be close in their overall rankings vis-à-vis each other.

Education always has and will always be a number one contributor to successful conferences. Providing real learning opportunities is expected. Some associations deliver better than others but it is incumbent upon the association or host to really question the educational content and ensure that it lives up to expectations. This presents a perfect opportunity for the association to involve their leaders and draw from their expertise, showcasing their best practice programming ideas through the volunteer component. There are various types of sessions that promote learning and the blend of these experiences will contribute to the degree of learning and its overall value. Plenary speakers provide motivation and start the juices flowing. Concurrent sessions provide the opportunity to become more specific about issues, challenges and solutions. Through panel sessions, discussion becomes balanced with differing points of view allowing participants to learn different ways to address similar challenges. Workshops allow for hands-on learning through practice and team-building. Roundtable sessions dig even deeper and become more specific again on certain topics – with a more limited market, but helpful and supportive just the same. Abstracts, both oral and posted, convey the latest in research and scientific advances.

Conferences also allow for peer recognition and celebration. Award ceremonies recognize leaders in the industry who set a benchmark for counterparts to strive for. Their accomplishments teach us the value of excellence and enhanced performance. Not only do we learn from their example as we celebrate their achievement, we personally experience some of their accolades and become vocal promoters of both the individual and the industry.

Even in this age of technology, networking remains another key reason conferences are successful. As business becomes more competitive and the road to profitability becomes more challenging, the need to interact with peers to discuss and/or debate the current state of the business landscape increases. We learn from each other, and when we are in situations that allow us to speak to others who are experiencing the same concerns, we don’t feel as alone – or as helpless. We are fuelled to become more entrepreneurial, more creative and more patient. Our drive to succeed is enhanced and we also become more willing to share our thoughts, concerns, fears and successes with others. We are all in the same boat – and we can all take turns being the captain.

Making It Work For the Delegate

Understanding that education and networking are the top two reasons delegates attend conferences, it is incumbent on the association to create a schedule that maximizes both for the delegate. Learning objectives/outcomes should be identified for all learning opportunities and speakers should be selected for their degree of knowledge in addition to their ability to present. This will minimize the chance for mediocre content and poor communication ability. Coupling the education side with networking opportunities addresses the learning that can be found through peer interaction. Breakfasts, luncheons, receptions, and refreshment breaks of a length that will allow for discussion, are components that need to be built in and considered part of the programming, to fulfill the overall conference objectives.

Although it may seem trite, the quality of the food and beverage offered at conferences also impacts the value of the conference and the overall evaluation of the learning and networking. If the food is good, it elevates the conference’s overall assessment, but if the food is poor or uninteresting, then it affects the assessment of every other aspect of the conference. It is therefore important to choose menus that will engage the delegate in the social side of attendance without negatively affecting the other aspects of attendance. Fresh, light and healthy meals will act as fuel for the learning and networking opportunities that follow. Most facilities have recognized that it is imperative they offer menu selections to respond to societal shifts in healthy living and food intolerances. Incorporating scheduled meals ensures that delegate participation and attendance is not lost to outside facilities or outlets, and that sessions run on time.

Building in additional programming, be it pre- or post-conference workshops and/or committee meetings, responds to specific needs that may not have a place in the official program, but also increases the value of attendance. The opportunity to learn a specific is often easier to realize when it is attached to several days of learning. Being out of the office for an additional day may not be a burden when you consider what you accomplish from the learning perspective - and may be much easier than trying to find time elsewhere in a busy schedule to fill that educational need.

Location, location, location - it is all about location. Although it may be tempting to consolidate conference locations due to the geographical origin of membership, conference attendance is another way to clear one’s mind and to experience a new destination without the intrusion of offices, phones, or Blackberries. Registration can be given as a form of bonus recognizing achievement and therefore, the location becomes more critical as it can either help attract or detract attendance. Offering pre- or post- destination tours and/or activities also allows families to participate for those who choose to spend additional time in a desirable location.

Location also allows the association to provide access to the conference for those members who do not have the ability to attend the conference unless it is geographically accessible. Therefore, the rotation pattern supports locally based delegates, ensuring they have the opportunity to access the conference when it returns to their immediate area. Location allows a local flavour to be incorporated into the conference and delegates may learn about the people and predominant cultures within that region. Understanding cultures and their inherent differences to our own culture and lifestyle contributes to both the learning and the socialization of the members within a specialty area. These lessons also contribute to the value of the conference. We have more to give and to share when we return to our everyday offices.

The Impact of Technology

Technological advancements in our everyday lives – both at work and at home – have contributed to a weaker society in terms of communication. We used to connect one-on-one. Now we connect through Facebook and Twitter. And tomorrow, there will be another ‘app’ or program that will lead the way and enthral all of the techies amongst us. But ultimately, the intimacy and the personalization of meeting face-to-face, one-on-one, group-to-group, and at conferences, large and small, will continue to be a bankable and dependable exercise and necessary for association livelihood.

Click here for copyright permissions!