CONTENTS
Chapter One A NATION OF ASSOCIATIONS = 1
Association Access = 5
Traditional Association Marketing = 6
Association Partnerships = 8
Chapter Two ASSOCIATION TARGET MARKETING = 14
Trade and Professinal Associations = 14
National, State, and Local Associations = 16
Association Sections and Councils = 19
International Associations = 20
Association Specialization = 21
Association Budgets = 22
Association Location = 24
Association Subsidiaries = 25
Association Foundations = 26
Association MultiManagement = 26
The Bottom Line = 27
Chapter Three INSIDE THE ASSOCIATION = 29
The Organization = 29
Association Motivation = 32
Ups and Downs of Membership Dues = 32
Growth of Nondues Revenue = 33
The Future = 39
Chapter Four SUCCESSFUL PROGRAM DEVELOPMENT = 41
Win-Win Programs = 42
The Association Member = 42
The Association = 42
The Partner = 43
The "Inside" Criteria = 44
Chapter Five GROUP-PURCHASING PROGRAMS = 49
Group-purchasing Program Criteria = 49
Business Forms and Supplies = 51
Business Equipment = 54
Specialized Programs = 56
Computer Hardware/Software = 56
Freight/Overnight Mail = 57
Long Distance and Communication Services = 58
Travel Services = 61
Car Rental = 62
Prepaid Legal Services = 63
Premiums/Incentives/Novelties = 64
The Future = 65
Group Purchasing-Keys to Success = 66
Chapter Six INSURANCE PROGRAMS = 68
Group Insurance = 68
Property/Casualty Programs = 72
Association Agencies = 75
Insurance Program Development = 77
Association Prospecting = 77
Insurance Program "Inside" Criteria = 80
The Future = 82
Insurance Programs-Keys to Success = 83
Association Insurance Interview Worksheet = 85
Chapter Seven FINANCIAL SERVICES OPPORTUNITIES = 90
The Pioneer : Credit Cards = 90
The Future = 94
Mutual Funds = 95
Pension and Retirement Programs = 97
Home Mortgages = 98
Cash Management = 99
Member Loan Program = 100
The Future = 100
Financial Services-Keys to Success = 101
Chapter Eight EDUCATIONAL OPPORTUNITIES = 104
Educational Programs = 106
Education Services = 109
Association Partnership Opportunities = 109
Association Promotion and Distribution = 110
Association Branding = 111
Association Collaborations and Copublishing = 112
The Future = 116
Educational Programs and Services-Keys to Success = 116
Chapter Nine PROSPECTING PRIMER = 119
The Association Partner = 119
Step 1 Individual or Business = 119
Step 2 Where Are Your Customers or Propects = 121
Step 3 Broadbased or Specialized Association = 121
Step 4 Association Support = 121
Corporate Considerations = 123
Your Own Backyard = 126
Prospecting Summary = 127
The Bottom Line = 127
Prospecting Primer Worksheet = 127
Chapter Ten TARGETING THE ASSOCIATION = 131
Directoies = 131
Electronic Access = 133
Association Assistance = 138
Additional Research = 141
The Direct Mail Option = 142
Cover Letter = 142
Product Pamphlet = 143
Response Options = 144
The Interview = 144
Logistics = 146
Attendees = 146
The Questions = 146
The Wrapup = 149
The Bottom Line = 150
Association Interview Worksheet = 151
Chapter Eleven A PROPOSAL TOO GOOD TO REFUSE = 154
Nomination Forms and Requests for Proposals = 154
The Proposal Components = 158
Proposals-An Insider's View = 162
The Bottom Line = 164
Proposal Worksheet = 164
Chapter Twelve THE CLOSE = 169
The Decision-Making Process = 169
Step 1 Staff Review and Evaluation = 170
Step 2 Membership Review and Evaluation = 172
Step 3 Association Approval = 175
The Marriage Contract = 175
Chapter Thirteen THE AGREEMENT = 176
Key Components = 177
Sticking Points = 183
Execution = 186
Association Agreement Checklist = 186
Chapter Fourteen THE MARKETING PLAN = 188
Association Capabilities = 189
The PASS System = 193
Promotion = 193
Advertising = 202
Sales Efforts = 205
Support = 207
The Marketing Plan = 209
Monitoring = 210
Marketing-Keys to Success = 212
Chapter Fifteen MANAGING THE RELATIONSHIP = 214
Profit-Nonprofit Culture Gap = 214
Relationship-Keys to Success = 216
Chapter Sixteen THE FUTURE OF ASSOCIATION PARTNIRSHIPS = 220
The Corporate Partner = 220
Association Growth = 221
New Associations = 225
The Bottom Line = 229
Conclusion = 230
Appendixes
A Glossary of Association Terms = 231
B The Largest Associations by Membership Size = 233
C The Largest Associations by Budget Size = 235
D Association Magazines = 237
E Association Trade Shows = 242
F Association Assistance = 244
G Prospecting Resources = 254
H Publications and Books = 256
INDEX = 259
