THE BACKGROUND
Like many nonprofits, associations nationwide are facing major challenges. In the past three years, nearly half of associations reported falling membership numbers. Engagement is declining, too.
THE CHALLENGE
When the Association for Positive Behavior Support’s (APBS) new executive director started, she noticed a troubling, years-long trend: falling membership numbers, conference attendance and overall member engagement. APBS needed a communications strategy and updated messaging to share their refreshed direction and attract new members. The first conference after the new strategy launch was a make or break moment.
MEDIA
Our Children Deserve Better
— The New York Times
Poor children deserve a question in the presidential debates
— Change.org petition
OUR SOLUTION:
Forthright jumped in feet first – starting with the data.
First, we rolled up our sleeves and conducted a thorough communications audit. We looked at everything – the website, social media, emails, member outreach – you name it. We didn't just look at the materials. We chatted with stakeholders to really understand what was working and what wasn't. We gave the annual conference the same treatment, digging into feedback and structure.
Then, we pulled all our findings into a straightforward report full of actionable recommendations APBS could make right away to achieve their goals.
Then, we used what we learned to create a powerful conference marketing plan. We:
Created a new look & feel for the conference, including a logo and graphics, to visually demonstrate that this conference (and future ones) are different from the past.
- Designed conference t-shirts so attendees could literally wear their values on their sleeves. These sold like hot cakes – and attendees asked for yearly t-shirts from now on.
We redesigned the conference program, because stakeholders told us that they found previous years’ conference session descriptions confusing. The newly designed program not only helped attendees navigate the conference (yes, we color-coded), but showed off all the new and exciting features of this year’s conference.
““LOVEEEEEEEEEEEEEEEEE! APBS looks so professional. I appreciate all your help has done to help us improve the professionalism of our Conference. It's been a labor of love! Additionally, I wouldn't have been able to complete everything without your support.”
— cheretta clerkley,
apbs
(executive director)
