For many associations, the decision to host a virtual event this year was made quickly, prompted by the sudden spread of COVID-19 and statewide stay-at-home orders. Groups had little time to choose which technologies to adopt for an online conference, webcast, or board meeting. But that first virtual event can be a powerful symbol of how an association will evolve.

“We only have one shot to do it well,” says Mary Connor, vice president of client relations at Stringfellow Management Group. Offering a virtual meeting or conference that is meaningful and relevant to members’ professional growth is key to ensuring engagement—and a critical starting point for more virtual events.

So how can an association pivot to virtual and do it well? Many are finding that partnering with an association management company offers benefits, including increased access to expert information, tech vendors, and innovative solutions.

Quick Connections

AMCs are “very connected” to what’s going on in the association community, inside and outside their portfolios, so they can adapt to the changing environment and identify solutions, says JoAnn Taie, partner and owner of Global Management Partners (GMP). AMCs are a valuable resource to suggest advanced online meeting platforms or A/V vendors that can transform physical events into virtual ones.

Associations also gain exposure to cutting-edge solutions via AMCs. At GMP, Taie and her staffers were among the first to learn that its long-time A/V vendor, Any Screen, had repurposed its technology and services during the pandemic to aid client organizations in offering live webcast services. The company pivoted to virtual events using pre-recorded educational sessions integrated with real-time dialogue from the presenters. GMP had previously leveraged the company’s A/V solutions during in-person conferences, so several of its client associations became early adopters of virtual conference solutions.

Vish Kalambur, Association Management Center’s chief information officer, says associations that partner with AMCs reap the benefits of working with experienced staffing teams. Kalambur, who runs a “tech innovation team” to monitor new solutions, says his AMC was educating clients about the many capabilities of Microsoft Teams long before the pandemic hit. Last year, one client implemented the web-based version of Teams to facilitate communications among its 50 committees and task forces, some of whom were challenged by hospital firewalls that prevent access to desktop-based meeting platforms. When COVID-19 forced other clients to seek virtual meeting solutions, the AMC was well-versed in the pros and cons of this platform.

Right-Fit Solutions

AMCs have the capacity to conduct in-depth research when choosing new solutions, says Connor. When the pandemic closed offices, the Stringfellow team assembled virtually to share information regarding online meeting platforms. Connor herself researched 14 different platforms, evaluating their strengths, weaknesses, and price tags—learning that their average cost can be $10,000 per day.

Seeking a more budget-friendly solution for one small client, Connor amassed her years of association management expertise to do the next best thing: create “the ultimate virtual experience, leveraging existing technologies” in an integrated manner. “We have people on staff who are innovative and can extrapolate parts of existing platforms,” she says.

Stringfellow staff are currently designing an event that will feature speakers, panel discussions, member-to-member chats, and other facets to “replicate the conference experience.” Connor anticipates a successful outcome once the virtual solution—optimized for the client and its unique member needs—goes live.

Associations also may benefit from more individualized solutions when AMCs work in tandem with their existing vendors, says Taie. Today, every tech company is rethinking its services and platforms, and AMCs have an opportunity to work with them to “help shape different operational platforms in a post-COVID world.”

You can’t just take an in-person meeting and turn it online.
—Vish Kalambur, Association Management Center

Targeted Tech Offerings

Beyond virtual meeting platforms, AMCs can match clients with different types of individualized tech solutions. Kalambur tells of working with the Association of Pediatric Hematology/Oncology Nurses to introduce the Gather Voices app for its member base. APHON sought to capture video testimonials outside of the annual meeting. The app allows members to use their own smartphones to make an introductory video to serve as a resume, or to answer guided questions. APHON members adopted the tool to provide a supplemental video when applying for board or committee positions, or to provide testimonials for membership or conference registration drives.

At GMP, Taie helped several small clients create weekly online “engagement lounges,” modeled after the AMC Institute’s Engagement Lounge series, as a way for members to meet virtually and share ideas as the stay-at-home mandates went into effect. These lounges are economical to implement, says Taie, yet provide a critical service in offering networking and engagement opportunities that pull members into the association.

Strategic Thinking

When moving an in-person meeting to an online offering, Kalambur advises small organizations to think about a virtual event as an entirely new product; his AMC created a Virtual Conference Framework to guide clients through this process. “You can’t just take an in-person meeting and turn it online,” he says. The new program may require different content, features, presenters, and even weekend or evening sessions to attract a larger audience. He also urges associations to choose technologies that will resonate with their members. “Look at it from the end users’ perspective; live in their shoes for a day and experience the solution,” he says.

For organizations that can’t afford expensive virtual meeting platforms, leveraging existing technologies to meet an association’s needs is a viable option. Connor suggests surveying current tech tools, such as your association management system and conference app, and then contacting your service providers to see if they are upgrading their offerings in light of COVID-19. “Talk to vendors to see if they can help you integrate,” she says.

Whatever type of platform associations select for virtual gatherings, they will need to educate members on how to use the technology—especially for multiday virtual conferences. “We need more preconference training; we need to create videos and documents” explaining how to connect to and navigate these events, Connor says.

Most importantly, associations need to be flexible. “A year from now, there will be many more options on the market,” says Connor. Leveraging the right technology to meet members’ needs in a virtual world will be a key skill set, in 2020 and beyond.