Creating an Association
Over the years I have worked with a number of membership based organizations. Often, it seems, the power of online tools is not utilized to its fullest potential. This presentation provides a simple outline for the creation of a membership based organization and some ideas for how to bring more benefits to the members. of th
Example Tourism Association
Mission
The mission of the Example Tourism Association is to
grow tourism and improve rural economic opportunities for businesses,
agriculturalists and citizens, in a sustainable way protecting the
environmental, social and cultural/historical character of communities and
regions throughout Iowa. A primary aim of the Association will be to enhance
diversity of economic activities utilizing a creative, cooperative
organizational model to expand tourism and complimentary activities to grow
regional, national and international markets. The means by which we will accomplish
this mission will include, but not be limited to:
- effective
and audience appropriate educational programs.
- utilize collaborative/cooperative networking practices and technologies.
- employ creative and ethical marketing attraction programs and techniques.
- employ internal and external evaluative practices to keep the Association’s
services current and beneficial to the
membership.
- establish relationships with appropriate organizations, institutions and
policy
makers.
- maintain open and effective internal and external communications, especially
to serve the best interests of the
members.
- provide greater use value and benefits than the cash value of the membership
fees and services.
How will the ExampleTourism Association serve its members?
- Produce
“Guidebooks” and feature member businesses and attractions.
- Create a “collaborative network” giving them access to state-of-the-art Web
presence and networking tools and
educational resources.
- Provide discounted educational programs and materials.
a) Courses (online and
classroom) in collaboration with institutions.
b) Workshops, seminars and
short courses.
c) Online tutorials and access
to expert advice and “white papers”.
-
Marketing, Promotions and attraction and advertising.
a) Through the Association’s
marketing efforts.
b) Regional, national and
international.
c) Co-op advertising.
d) Marketing educational
programs and consulting assistance.
e) Members will get preferred
rates for advertising in materials
produced by the Association (e.g. Guidebook,
magazine).
-
Membership to a “cooperative” that will effectively leverage the collective
interests of the individual members.
a) With policy makers.
b) With important regional,
national and international organizations.
c) With travel agencies and
online marketing organizations.
c) Building a team to pursue
grants and external funding for business
and other purposes.
- Provide services that are complimentary to regional tourism development
efforts.
a) Value-added agriculture.
b) Innovation in agriculture
for diversification
c) Environmental conservation
(e.g. habitat protection).
d) Cultural/historical
protection and enhancement.
e) Social “good works” in
collaboration with service organizations and
governmental programs.
f) Hospitality (hotel and
restaurant).
g) Festival and event
planning.