Explorer's Journal

November 14th, 2017

Ultra-convenience is coming to all email recipients—sooner than you think, according to John Murphy, president of Reachmail. And that will mean huge headaches for marketers. Spurred by the growth of spam, “one-click unsubscribe” is on the near horizon, Murphy says. “While better than current systems for unsubscribing, one-click unsubscribe will cause marketers immense frustration.” One-click unsubscribe will allow recipients to opt out of a list without visiting a landing page…

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October 30th, 2017

Edward Segal, CAE, contributed today’s post. He helps publishers and associations generate publicity about their events and activities. How would you handle these scenarios? Hackers have taken control of your organization’s website, posting content on the home page and stealing confidential data about customers. If you do not pay a ransom within 24-hours, they threaten to release to the public embarrassing and damaging information from the hacked computer files. Several…

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October 27th, 2017

Ray Schultz, writing for Mediapost, surfaced the most arresting—and actionable—findings of a new study by Cvent. His article appears below in its entirety. Email is the most used channel in event marketing—almost all attendees receive it before conferences. And it is important in post-event follow-up. But the targeting may suffer because of the difficulty of collecting data, judging by a study by Cvent. Of 406 event professionals surveyed, 75% feel they are not up to speed…

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October 26th, 2017

Most nonprofits are running on empty, according to a new survey by BDO. Forty percent have less than six months’ reserves; thirteen percent have none. The financial picture’s worse among small nonprofits (those with annual revenue under $25 million). Loss of revenue can cripple a nonprofit. That’s why BDO recommends keeping liquid reserves for at least six months. Executive directors and board members in a bind over money have a clear choice: they can hide their heads in the…

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October 24th, 2017

You probably wonder what your association’s “new normal” is. We have detected the answer. Community is the new normal. Community is your value proposition for the 21st century. And your events are the gateway. But most associations are marketing their events based on a 20th century model. It’s not their fault: it’s the result of marketers’ and event planners’ training, which is 30 years out of date. If you’d like to learn how to extract more non-dues revenue from…

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