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Welcome to MCA's new on-line newsletter, Confluence
Long-time friends and clients may have wondered what happened to our quarterly newsletter, Connections. With the best of intentions to produce it at least semi-regularly, we found that it kept falling back to the bottom of our priority list as client needs came first. As we expanded, contracted, expanded some more, and welcomed many changes into our business, the time came to revive our newsletter, it also seemed to be time to rechristen it with a new name. Hence, we bring you Confluence - and we hope you enjoy reading it as much as we enjoyed creating it.
The word "confluence" is most commonly used to describe the point at which two rivers join together. It can also be a coming together of people or things, as in trade and professional associations. It comes from the Latin confluere "to flow together," from con, "together" + fluere, "to flow."
What a tremendous word to describe what associations do! Just as Pittsburgh is located at the confluence of the Allegheny and Monongahela rivers, associations are at the confluence of people and ideas. Associations bring together diverse professional interests, viewpoints, cultures, generations, and technologies. The result is an almost alchemical reaction creating opportunities, solutions, and engaged communities of like-minded people.
Melby, Cameron & Anderson is celebrating our 30th year of confluence - working with trade, professional, and philanthropic organizations to advance their profession or cause. We've seen a lot of changes over 30 years: From producing newsletters on IBM Selectric typewriters (some of you may need to ask an older colleague what that is) to state-of-the-art desktop publishing. From meetings where people rushed out the door at breaks for a cigarette, to ones where they rush to a quiet corner to check their BlackBerries. And from boards composed primarily of middle-aged white males, to boards - and associations - representing the broad diversity of the industry or trade, and of our communities.
With so much change happening at unprecedented rates, it is easy to become impatient for the changes that aren't coming so quickly - the ones we've been working for, often for many years - for the legislative milestone, the affiliation with other like-minded groups or the achievement of long-range plans. Associations don't always move as quickly as we would like, and in a volatile environment, sluggishness can mean demise. Association leaders are wise when they learn to be "actively patient" - working toward a goal while at the same time accepting that it may not come overnight. Confluence has a lesson for us there, as well.
One of my favorite illustrations of confluence and active patience is the "wedding of the waters." It's not something many of us will ever see, because it takes place in the middle of the Amazon rain forest, about 1500 miles inland from the Atlantic Ocean. It's where the nearly-black waters of the Rio Negro converge with the café-au-lait waters of the Amazon River. The two rivers flow side-by-side - light and dark - for more than 15 miles before they finally combine to become one. It's a lesson in patience (and courtship!) that we can all learn from.
While some changes come too slowly, and some too fast, what hasn't changed in associations is the commitment to work together to advance a cause or profession, the need for quality education and training, the importance of clear and accessible communications, and the desire of people to connect, engage and create community. Welcome to Confluence.
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What's Been Happening at MCA?
It's been some time since we produced a newsletter, and there have been many changes. Perhaps most visibly, Melby, Cameron & Hull became Melby, Cameron & Anderson. Partner Patty Anderson, CAE, returned to her maiden name, and we thought this would be a good opportunity for us to rename the company. Since Eric Featherstone, CAE, and Dana Murphy-Love, CAE, are also partners, we toyed with the idea of adding more names to the letterhead. Melby, Cameron, Anderson, Featherstone & Murphy-Love was far too large a mouthful, so we quickly discarded that idea. We decided to look for an entirely new name, one that would capture the imagination and convey the spirit of the Company. We played with Greek words, Latin words, nonsense words and clever word combinations. We sought the advice of experts and received expert advice: "You've spent 30 years building a solid reputation and brand awareness for Melby, Cameron & Hull ... don't throw it away and start anew." So, after much ado we... don't. With little fanfare, MCH became MCA, and so it shall stay.
We've also welcomed several new client associations since our last newsletter, and several new members of our team. We hope to highlight the many accomplishments of both in future newsletters.
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How do Associations Fare in a Turbulent Environment?
There's no easy answer to that question. One thing that's certain: "business as usual" isn't going to be a successful strategy for many organizations. An association's health and vitality usually mirrors that of the industry or trade it represents. When times are rocky in the industry, you'll usually see plenty of rocking in the association. Forward-thinking association members also know that this is the time to come together to work on addressing the industry's problems and creating long-term solutions. While many economic, political and environmental factors are outside an association's control, the response to them is not. Working together with colleagues, competitors, and like-minded professionals is what associations are all about, and what makes them successful. There are very few associations that are not feeling some effects of the current climate (see the 12/15/08 article from the Washington Post for an eye-opening look at how associations are faring). The challenge to volunteer leaders and staff is to analyze the situation, identify challenges, opportunities and appropriate risks, and then work together to make wise decisions based on sound information. The association that positions itself to be in a place of strength during the storm, and when it passes, is the one that will endure and thrive. |
Web Video Now Easy and Affordable
We're very pleased to announce that Melby, Cameron & Anderson is partnering with CET Stream to make the latest technology in web-based video streaming available to our associations.
We have purchased equipment that will allow us to make videos in our own in-office "studio," as well as to capture video remotely from events and meetings. Working with CET Stream, we can then quickly post them to the association's website or send them out in an e-mail. As we explore the possibilities for this technology, we see that there are no limits to its uses. Here are just a few of the applications we're envisioning:
ˇ Periodic messages from the president or executive director which could be sent directly to members or posted to the association's website.
ˇ Educational or informational video for consumers, potential members, or others to be streamed on the association's website.
ˇ Training modules and educational programs for any association whose members want or need continuing education. These can be one-time online seminars, or a series of web-based training classes. The learner's computer screen can show the speaker side-by-side with his/her Powerpoint, and it will be completely searchable (i.e., if they look for a certain section of the speaker's program, it will immediately synchronize with the PPT, and vice versa). We will be able to track continuing education hours, do testing, and issue certificates of completion.
ˇ Video could be used to promote an upcoming event or to prepare leaders for a planning retreat, or perhaps to communicate to members the outcome of an annual retreat.
ˇ For associations with a legislative component, reports from lobbyists or government relations committee chairs can be posted to the website, sent directly to members, or embedded in an electronic newsletter.
This technology will enable our clients to increase their visibility and greatly enhance communication with members. Plus, it's a great way to supplement face-to-face meetings and conferences, and provide a new revenue source at a time when most businesses are tightening their belts.
We think the opportunities for this technology are extensive, and we're looking forward to working with our client associations to create new and valuable programs to serve the associations and their members. If you'd like to view a sample web video, click on the image below to view a program from WSAE's annual conference.
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We hope you enjoyed reading our new and improved company newsletter. Please watch for a new edition in your inbox each quarter. We invite your questions and feedback.
Sincerely,
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Donna Cameron, CAE, President
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Melby, Cameron & Anderson |
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