Jeffers MirukaJeffers Miruka

African Association of Agricultural African Association of Agricultural Economists Economists

: jmiruka@aaae-africa.org: jmiruka@aaae-africa.org : @jnyagiro: @jnyagiro : jeffersn : jeffersn : :

jeffers.nyagirojeffers.nyagiro

• The world we live in is made of associations, right The world we live in is made of associations, right from our familiesfrom our families

• Associations have a multitude of names… Associations have a multitude of names… organizations, federations, alliances, institutes, guilds, societies, foundations, clubs, congresses, coalitions, centers, networks, unions, chambers, bureaus, fraternities, sororities… they are all they are all associations.associations.

• For almost every association in existence For almost every association in existence today, there was a beginning when a group today, there was a beginning when a group of people bonded together for a common of people bonded together for a common purpose and declared,purpose and declared, ""We need our own We need our own groupinggrouping." ."

• An urgency or need prompts people to work An urgency or need prompts people to work together to pursue certain goals and together to pursue certain goals and interests. interests.

• For your group, it might have been an industry For your group, it might have been an industry crisis, a need to certify members of a new crisis, a need to certify members of a new profession, or the desire to split away from a profession, or the desire to split away from a parent organization. parent organization.

• According to the American Society of Association According to the American Society of Association Executives (ASAE), there are simply lots of Executives (ASAE), there are simply lots of associations around the world and the number associations around the world and the number keeps growingkeeps growing

• Americans are forming more than 1,000 Americans are forming more than 1,000 new associations and clubs each yearnew associations and clubs each year

• Whatever the motivation, the decisions you Whatever the motivation, the decisions you make during the start-up will have a make during the start-up will have a profound impact on the success, profound impact on the success, effectiveness and longevity of your effectiveness and longevity of your associationassociation

• An association is a group of persons banded An association is a group of persons banded together for a specific purpose, having common together for a specific purpose, having common opinions and organized for a certain end. opinions and organized for a certain end.

• These groups of people find strength in numbers These groups of people find strength in numbers while sharing common interests in industries, while sharing common interests in industries, professions, charities, hobbies, philanthropic professions, charities, hobbies, philanthropic actions, etcactions, etc

• A common thread of interestA common thread of interest• Safety in bonding Safety in bonding • Safety in numbersSafety in numbers• Find a sense of togethernessFind a sense of togetherness

• We voluntarily join associations because we We voluntarily join associations because we want to work together on a common cause want to work together on a common cause or interest.or interest.

• Political, trade, religious, profession, cultural Political, trade, religious, profession, cultural & aesthetic, & aesthetic, philanthropic are examples of philanthropic are examples of associations which are in existence todayassociations which are in existence today

The Association for Pet Obesity Prevention

National Association for Self-Esteem

Association for Pet Loss and Bereavement

Association for Crime Scene Reconstruction

National Association of Professional Pet Sitters

• There are probably hundreds of thousands of associations in Africa.

• Kenya alone has over 20K registered associations

• A few are active associations, while majority are dormant.

• Legally, associations cannot exist in a vacuum, each country, has laws governing such groups

• At the end of every financial year, associations file returns.

• So, if all associations must adhere to the law, what’s the problem with our associations?

• This begs the following questions; 1. What happens to our associations once

registered?2. What are the objectives of our associations if

they cannot live up to their purpose?3. What role do elected officials play?4. Do our governments know the importance of

associations in economic growth?

• The answer to these questions is simple; “African associations must wake up

and live to their purpose and objectives and help in economic empowerment of our continent”

• In 1830, French statesman and author Alexis-Charles-Henri de Tocqueville toured America and remarked that “the new nation seemed to be succeeding so well at democracy because Americans of all ages, all stations of life, and all types of disposition were forming associations”.

• This trend toward community coordination has shaped and advanced America since its birth and has historically set USA apart from many other nations on earth.

• Until we in Africa realises the significance of associations like America did in the 19th Century… we still have a long way to go and that should be our WAKE UP CALL!

• This year, ICCA released a report This year, ICCA released a report on meetings worldwide between 2004-2013, based on the ICCA Association Database

Number of Meetings Worldwide based on ICCA Association Database

Continent/ Year 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 TOTALS

Africa 202

266

250

297

364

418

389

385

344

375

3,290

Asia/Middle East

1,275

1,352

1,594

1,783

1,922

2,022

2,200

2,123

2,240

2,179

18,690

Europe 4,124

4,381

4,757

5,166

5,578

5,891

6,265

6,598

6,627

6,313

55,700

Latin America

638

723

812

911

997

1,113

1,161

1,241

1,294

1,243

10,133

North America

1,036

1,075

1,107

1,211

1,336

1,351

1,404

1,448

1,398

1,291

12,657

TOTALS 7,275

7,797

8,520

9,368

10,197

10,795

11,419

11,795

11,903

11,401

100,470

Key

2004 2005 2007 2008 2009 2010 2011 2012 2013

Worldwide Number of Meetings Based on ICCA Association Database

YEAR

Num

ber o

f Mee

tings

Region Percentage %Africa 3Asia/Middle East 19Europe 55Latin America 10North America 13

• Market share per region by number of meetings.

2013: Africa Country DestinationsCountry World

RankingAfrica Rank

Meetings

South Africa 34 1 118Kenya 55 2 38Morocco 61 3 30Tunisia 71 4 18Egypt & Ghana

74 5 17

2013: Africa City DestinationsCity World

RankingAfrica Rank

Meetings

Cape Town 52 1 45Durban 97 2 25Nairobi 99 3 24Jo’burg & Marrakech

136 4 18

Accra 148 5 17

• MembershipMembership• Dues Payment Dues Payment • Our business modelsOur business models• FundingFunding• Capacity building

• SustainabilitySustainability• ManagementManagement• PartnershipsPartnerships• Investing in R&D to help Investing in R&D to help

create effective strategiescreate effective strategies

• Demographic shift Demographic shift - - Traditionalists prior Traditionalists prior to 1946, Baby Boomers (1946-1964), to 1946, Baby Boomers (1946-1964), Gen. X (1965-1979), Gen. Y/Millenials Gen. X (1965-1979), Gen. Y/Millenials (1980-2000), Post Millennial (2001-(1980-2000), Post Millennial (2001-present)present)

• Technology advancement Technology advancement – Internet, – Internet, Social mediaSocial media

• Economic Dynamics Economic Dynamics - A paradigm shift in economic policies - Over reliance on supposed growth

measures- Deficit budget burdens on most world

economies- Mixed government controlled emerging

markets

Can be said to be akin to Can be said to be akin to –A volunteer jobA volunteer job–A business arrangementA business arrangement–A marriageA marriage

• How Effectively do you demonstrate value to members?• Your members are looking for benefits that add value to

their businesses and lives, not merely a basket of products and services.

• Your members are looking for Value On Investment

• They also want experiences that give them a sense of belonging without leaving them feeling like they've had to earn the privilege.

• Your association value statement needs to concisely express the reason why membership is not only important, but necessary.

• It needs to address why prospective members should join and existing members renew.

• When done properly, it helps your association become a natural choice, stand out from competition and win over prospective members

• Communicating the real value of membership to aspiring members helps your association demonstrate and deliver a compelling membership VOI proposition.

• TransparencyTransparency• PermanencyPermanency• HonestyHonesty• LoyaltyLoyalty

• The most successful member benefits solve a problem or deliver a positive experience or emotion.

• Regularly survey members to monitor those changing needs.

• Nothing can replace the open, honest feedback you receive from members.

• Non-dues revenue, is any revenue Non-dues revenue, is any revenue generated by an association from a generated by an association from a source other than membership fees.source other than membership fees.

• Non-dues revenue activities encompass Non-dues revenue activities encompass services, ranging from training, services, ranging from training, accreditation, group buying programs etcaccreditation, group buying programs etc

• A common myth is that non-dues revenue A common myth is that non-dues revenue is just about increasing revenue and is just about increasing revenue and diversifying income sources. diversifying income sources.

• However, successful non-dues revenue However, successful non-dues revenue activities are those that create additional activities are those that create additional benefits for members. benefits for members.

• It’s not just about adding value for the It’s not just about adding value for the organizations; it’s also about adding value to organizations; it’s also about adding value to members. members.

• Creative association executives should also Creative association executives should also think about how non-dues revenue can play a think about how non-dues revenue can play a role in both member recruitment and role in both member recruitment and retention. retention.

• As employers, associations require numerous As employers, associations require numerous skill sets to effectively serve their members. skill sets to effectively serve their members.

• There are career opportunities in traditional There are career opportunities in traditional fields like finance and accounting, marketing, fields like finance and accounting, marketing, advertising, communications and public advertising, communications and public relations, government relations, legal, relations, government relations, legal,

• information technology, and in industry-information technology, and in industry-specific areas like membership marketing, specific areas like membership marketing, foundation grant-writing, event planning, and foundation grant-writing, event planning, and trade show management. trade show management.

• Due to breadth and diversity of the Due to breadth and diversity of the profession, there is literally something of profession, there is literally something of interest for everyone. interest for everyone.

• Corporate memberships safeguards that Corporate memberships safeguards that payments are made within specific times. payments are made within specific times.

• This ensures that even non-active members This ensures that even non-active members will still have their dues by their corporate will still have their dues by their corporate companies which could be difficult when companies which could be difficult when depended on individual membershipdepended on individual membership

• CollaborationsCollaborations – work with government – work with government of the day to bid for regional conventions of the day to bid for regional conventions where you can generate income thru where you can generate income thru registrations and other outdoor activities registrations and other outdoor activities such as excursions and group tours. By such as excursions and group tours. By that, you also market your association.that, you also market your association.

• PartnershipsPartnerships – build partnerships for – build partnerships for training with other countries to help training with other countries to help members to build capacity, to members to build capacity, to network, and to develop exhibitions. network, and to develop exhibitions.

• TechnologyTechnology - The potential of our - The potential of our industry is immense and while industry is immense and while technology is starting to leverage technology is starting to leverage the incredible opportunities, there is the incredible opportunities, there is still a long way to go. still a long way to go.

• Knowledge sharing Knowledge sharing – since most association – since most association membership are professionals in their own membership are professionals in their own right, you can start a consulting wing where right, you can start a consulting wing where required knowledge can be given out at a required knowledge can be given out at a fee. This will benefit both the members fee. This will benefit both the members individually and also the associationindividually and also the association

• Research & Development Research & Development – Investing in – Investing in R&D would help associations to R&D would help associations to understand the changes in membership understand the changes in membership needs, and what new business models needs, and what new business models that need to be targeted for the benefit that need to be targeted for the benefit of the association and its membership.of the association and its membership.

• ConventionsConventions - A study from the - A study from the Convention Industry Council calculated Convention Industry Council calculated that the contribution of the meetings that the contribution of the meetings industry to the USA economy in 2012 industry to the USA economy in 2012 alone, was in the order of $770.4 billion alone, was in the order of $770.4 billion ((that is not a spelling mistakethat is not a spelling mistake).).

• Total contribution to GDP was $393.8 billion. Total contribution to GDP was $393.8 billion. • Meetings activity in 2012 supported Meetings activity in 2012 supported

approximately 5.3 million jobs and approximately 5.3 million jobs and generated $234.6 billion in total labor generated $234.6 billion in total labor income.income.

• More meetings bring more jobsMore meetings bring more jobs