“This wasn’t just a design update. It was a response to what WildApricot users told us they needed,” said Erin Sullivan, Vice President of Marketing at Personify. “From an intuitive and modern design to a simplified free trial process and more robust educational resources, everything about the new site reflects what today’s association, nonprofit and club professionals are looking for when shopping for member management software.” 

Redesigned with Users in Mind 

The new WildApricot.com makes it easier for associations, clubs and nonprofits to find and implement the right tools for growth. 

Here’s what’s new and improved: 

• A clean, modern design for a trusted brand that feels current and credible 

• Smarter navigation that helps visitors find what they’re looking for faster 

• Tailored calls to action based on whether visitors are exploring, evaluating or ready to start 

• Real product visuals so visitors know exactly what to expect 

• A new mascot, Sunny, brings personality to the site and helps guide users through the experience 

The redesign also introduces more robust educational support. 

Resources That Help Organizations Grow 

Whether someone is brand new or ready to dive deeper, the updated site makes it easier to access WildApricot’s learning and support tools. 

Helpful highlights include: 

• A 60-day free trial that comes with personalized coaching 

• A Help Center with over 900 how-to guides and tutorials 

• An industry-leading education hub packed with blog posts, webinars and best practices 

• Live boot camps for step-by-step onboarding and setup help 

The goal is to reduce guesswork, build confidence and help organizations get value quickly, starting from their very first visit. 

“WildApricot has helped more than 15,000 organizations streamline operations and grow their communities,” Sullivan added. “This redesign honors that legacy and makes it easier for the next 15,000 to get started.” 

Experience It Firsthand 

Ready to see it in action? Visit the new WildApricot.com to meet Sunny and explore the powerful tools trusted by 15,000+ organizations. 

For more information, visit www.wildapricot.com. 

About Personify and WildApricot 

Personify partners with associations, chambers of commerce, nonprofits, YMCAs, JCCs and other mission-driven organizations to bring people and ideas together. Its technology platform and service offerings empower clients to build strong revenue streams, deepen engagement and achieve long-term success. 

WildApricot is the #1 membership management software for small associations, nonprofits and clubs. With intuitive tools for managing memberships, events, websites and more, WildApricot helps organizations grow and connect with their communities. 

The post Personify Unveils WildApricot.com Redesign to Accelerate Growth for Member Organizations appeared first on Personify.

From Austin to All of Texas: The Massive Economic Impact of Associations
As an Austin, Texas-headquartered company, I represented nearly 50 employees from Texas, 1,857 associations, and 27,650 association employees, according to a 2019 TSAE research study. Texas associations generated 3.2 billion dollars for the Texas economy, supported 124,430 jobs, and generated 2.5 billion in economic spending related to association meetings and events.

What happens when lawmakers need to find $4.5 trillion under the metaphorical couch cushions? If you’re a tax-exempt organization, the answer might be too close to home. As discussions heat up in Washington over extending the 2017 Tax Cuts and Jobs Act (TCJA), the nonprofit and association sectors are staring down a familiar barrel: becoming the next big “pay-for.”

Having participated in legislative action, advocacy, and fly-in days for over a decade at Personify, this year brought even greater significance to our thousands of association and non-profit clients and the 70,000+ association employees who use our solutions daily. As Mary Kate Cunningham of ASAE shared, “This is the potentially largest impact on associations in over 50 years!”

Meetings That Matter: How 20 Minutes Can Shape Policy
Even in these turbulent times, I have always approached this day with reverence and excitement. Part of it is seeing so many colleagues fly in from all over the country (300 this year with this sold-out event). The other is that my own efforts can make a difference and be part of the solution to move the industry forward and showcase the Power of Associations. Walking the halls of where our country’s most significant decisions are made is such a rush.

Each meeting with representatives and their staff is meticulously planned, and each delegation spends the day prior preparing talking points, understanding the issues, and genuinely delivering messages that matter to each member of Congress. Most meetings are roughly 20 minutes and allow each delegation member to share the potential impact on their organization or customers and, more importantly, the impact on each representative’s constituents.

Misunderstood and Under Fire: The Trillion-Dollar Question
So how did we get here, what’s at stake, and how you can—and must—respond? Let’s start with the elephant-sized spreadsheet in the room. Just extending the core provisions of the TCJA is estimated to cost over $4.5 trillion. That doesn’t even include the grab bag of additional tax priorities lawmakers want to cram into the package.

That kind of spending requires offsets, and some lawmakers have started considering tax-exempt organizations—yes, the very ones filling in where the government often falls short—as a source of revenue.

Jason Smith, Chair of the House Ways and Means Committee, and Scott Hodge, a familiar name in anti-tax circles, have both voiced skepticism about whether certain tax-exempt entities deserve their current status. From accusations of partisanship to complaints about unfair competition with for-profits, the narrative is shifting—and not in our favor.

Red Flags Are Waving
Here’s what ASAE leaders are seeing:

• Tax-exempt organizations were included in the House Oversight Plan—and not in a good way.
• The House Budget Committee’s “pay-for” list specifically mentions scaling back deductions for charitable contributions and targeting nonprofit revenue streams.
• Hill insiders report that lawmakers are being instructed to submit lists of potential revenue sources, including creative options like taxing nonprofit income at corporate rates.

In other words, a storm is forming, and we can’t afford to ignore it.

The Real Problem? A Serious Education Gap
“Don’t assume they know what you do,” warned Allie, a lead advocate with the Community Impact Coalition. She’s been on the front lines in DC, meeting with lawmakers and staffers who—frankly—don’t understand the nonprofit landscape beyond food banks and homeless shelters.

That’s not a knock. It’s a reality. With a wave of new lawmakers and even more new staffers, many weren’t around when the TCJA was first written (we witnessed this firsthand in many of our appointments). They don’t know the rationale behind tax exemption. They don’t see how associations support professional standards, research, public health, or industry safety. And they don’t understand the impact of those services disappearing. Associations offset and do the work where the government often doesn’t or can’t exist.

The Power of a Good Story (and a Good Analogy)
If data doesn’t move them, stories will. Allie shared examples that have created real lightbulb moments for staffers that we frequently use in our meetings:

• Goodwill vs. a retail clothing store: Both sell goods. Only one uses that revenue to provide community services. The other lines a shareholder’s pocket.
• YMCA vs. a for-profit gym: Sure, they both offer a place to sweat. But only the Y uses those fees to fund kids’ summer camps and community programming.

These analogies help demystify why tax-exempt orgs are… well, exempt. They serve a mission, not a bottom line.

Unity Over Division: No Picking Winners and Losers
Here’s where things get trickier. Some lawmakers want to play favorites—targeting advocacy organizations or politically active nonprofits while leaving others alone. That’s a dangerous precedent.

“We don’t want to start cherry-picking who gets to keep their status,” Allie stressed. Today, it might be groups you don’t align with. Tomorrow, it could be yours. The IRS determines tax-exempt eligibility, not politicians. That’s how it should stay.

What Happens Next (and Why YOU Should Care)
While the legislative process is still in its early stages, movement is underway. Ways and Means Republicans are holding closed-door sessions right now to workshop the framework of the next tax bill. The pressure is on to deliver a package—fast.

Advocacy doesn’t end after Fly-In Day is over. We must continue to advocate, educate, and communicate to our lawmakers about the Power of Associations and what we all do to support this vibrant and critical component of our world. Your stories make a difference, and regardless of your experience in advocacy, I encourage you to get involved!

You can also watch the day’s recap video here.

The post The Price of Purpose: Why Tax-Exempt Organizations Are Back in the Crosshairs on Capitol Hill appeared first on Personify.

October 22, 2024

In today’s rapidly evolving digital landscape, organizations don’t just need to keep up — they need to stay two steps ahead. Data Insights by Personify (“Personify”) makes staying ahead of the curve easier than ever with AI-powered insights for associations and chambers of commerce. In a market first, Personify is launching Data Insights, a built-in AI analysis and predictive modeling tool, for its MemberClicks Trade Association Management System (AMS).  

The new data reporting solution, which leverages large language models and machine learning, comes at a crucial moment, empowering organizations to take advantage of predictive analytics and personalized insights to drive member retention, engagement and growth. As associations and chambers of commerce face increasing demands to make rapid, data-driven decisions, Data Insights offers a timely, innovative solution designed to elevate their strategic capabilities.  

“How organizations interpret past data enormously impacts their futures, and we know that associations sit on mountains of data but don’t always have the tools to analyze it,” said Scott Collison, President and CEO of Personify. “Data Insights will enable these member-based organizations to harness AI technology to make data-informed decisions about the future of their associations.”  

Powered by Amazon Quicksight, Data Insights provides organizations with the ability to quickly understand long-term trends and see predictive models at a glance, providing greater knowledge about the state of their organization, their members and their revenue. MemberClicks Trade AMS users can now leverage AI to make smarter, more informed decisions for a data-driven future. By accessing directly from the MemberClicks Trade system, Data Insights contains four main modules: Dashboards, AI Data Analyst, Predictive Analytics and AI Assistant.  

Features and Benefits 

Within the Dashboards section of the system, users can view pre-built comprehensive data visualizations that analyze three key focus areas for today’s member-based organizations: Membership, Revenue and Events. Set in an intuitive, user-friendly format, each board ingests and compares datasets directly from the organization’s MC Trade database for easy, at a glance viewing. The Membership dashboard evaluates member joins, drops and retention data across multiple engagement points. The Revenue dashboard brings invoices and payment data into view alongside relevant member characteristics for the most complete picture possible. To round things out, the Events dashboard lets users review how member characteristics like status, level and tenure relate to event participation, allowing them to develop data-based strategies to improve both event and member engagement.  

The AI Data Analyst lets users pose nuanced questions about their organization and members for detailed, actionable answers based on their own data. The model can respond to questions about member profiles, revenue, payments, event registration and more. Each answer is provided in three parts: an explanation of how the AI interpreted the data, an AI-generated free-text response and visualizations which can be easily expanded or exported.  

In the Predictive Analysis module, users will find advanced data models that predict outcomes and segment data for a deeper understanding of their organization’s most important engagement factors. This feature also includes membership retention analysis, a data model used to predict which members are most likely to drop, which are most likely to be retained and a percentage likelihood for each. The fourth module within Data Insights is the AI Assistant, a generative AI tool to help with basic content creation, summarizing documents and more.  

Personify’s Data Insights represents a groundbreaking advancement in how associations, chambers of commerce and other member-based organizations can leverage AI analysis for strategic decision making and growth. As the first built-in AI-powered reporting engine purpose-built to work seamlessly within an AMS like MC Trade, Data Insights is poised to revolutionize how member-based organizations access, interpret, and act on data. For Personify, this innovation solidifies the company’s commitment to delivering cutting-edge solutions that elevate member engagement and organizational success in a rapidly evolving digital landscape — ensuring associations always remain two steps ahead.  

Visit memberclicks.com to learn more and to schedule a demonstration of the MC Trade Association Management System, now with Data Insights. 

About Personify & MemberClicks 

Personify partners with associations, chambers of commerce, nonprofits, event professionals, YMCAs, JCCs and other organizations to help bring people and ideas together. Our technology platform, combined with our professional service and support, empowers organizations of all sizes at every step of their journey. Personify’s integrated solutions enable clients to build reliable revenue streams and achieve greater success, and our partnership means they never do it alone.  

Designed to connect members and missions, MemberClicks by Personify is comprised of MC Professional and MC Trade, membership management solutions built to empower associations, chambers of commerce and member-based organizations to strengthen member relationships, boost renewal rates and grow revenue. 

The post Personify Launches New AI-Powered Reporting Engine for Associations and Chambers appeared first on Personify.

July 31, 2024

Personify, Inc. (“Personify”), a trusted technology partner to associations, announces a new website dedicated to showcasing ThreeSixty, a modern and scalable association management solution built to support the operations and growth of North America’s largest associations, nonprofits, YMCAs and JCCs. Viewers are invited to explore the new website which highlights how this purpose-built AMS stands out as a premier solution for enterprise organizations looking to engage members, manage campaigns, track detailed financials, grow revenue and gain unparalleled insights into their member base.  

While information about ThreeSixty is still accessible through Personify’s main website (personifycorp.com), the solution’s robust capabilities and unique position within the Personify portfolio warranted showcasing it on a website of its own – personifythreesixty.com. The new website highlights ThreeSixty’s powerful features – including CRM, Accounting, Fundraising and eBusiness, the uniquely customizable nature of the solution, its best-in-class implementation and in-house services capabilities and more.  

“Our commitment to the association and nonprofit industry spans decades, as we continue to refine and innovate our association management technology and services based on a deep understanding of mission-driven organizations and their challenges,” said Erin Sullivan, Vice President of Marketing at Personify. “By launching personifythreesixty.com, our hope is to showcase the unique and unmatched value of a system built from the ground up to support member-based organizations, while finding ways to connect more organizations to a purpose-built AMS built on a world-class infrastructure.”  

ThreeSixty embodies what it means to be purpose-built with an infrastructure created and continually developed to drive maximum value for one-specific audience, member-based organizations. The teams which support ThreeSixty can invest all resources to ensure continuous innovation and adaptability for associations. By leveraging a purpose-built AMS, our clients can optimize operations, customize their workflows in the platform, drive revenue growth and deliver exceptional value to their members, positioning themselves for long-term success in association management.   

Above all else, Personify is committed to the success of its users with client relationships spanning multiple decades. A big part of this commitment is high-quality, comprehensive service offerings, highlighted on the new website. Once onboarded, the ThreeSixty services team provides guidance, support and consulting every step of the way. Our in-house team of industry experts combine their extensive platform knowledge, ThreeSixty’s unique customization abilities and industry best practices to ensure clients experience sustained growth and success.  

Personify’s Journey  

When Personify was founded as TMA + Resources in 1996, few could have imagined the technology powerhouse it would become.  

“ThreeSixty was a part of the original Personify DNA, so being able to showcase this product on its own site feels like a full circle moment,” said Erin Sullivan, Vice President of Marketing at Personify. “The new site not only allows us to spotlight our dedicated service team and the work they do to support new and existing clients, but it will also help connect us with more nonprofits who can benefit from one of the most flexible and customizable AMS solutions on the market.” 

Personify remains steadfast in its mission to support its customers at every step, ensuring they have the tools and support needed to thrive. The launch of the new ThreeSixty website marks a significant milestone in the company’s ongoing commitment to innovation and customer success. Personify invites you to visit the new ThreeSixty site to discover how its customizable solution can transform your organization.  

The launch of the ThreeSixty website signifies the completion of a concerted effort to build more informative standalone websites for each core product within the Personify suite of solutions. In addition to ThreeSixty, Personify has highly differentiated AMS offerings for small associations and clubs with WildApricot and mid-sized professional and trade associations with MemberClicks.  We are also a recognized leader in the Event Management Software space with A2Z Events. 

About Personify & ThreeSixty  

Personify partners with associations, chambers of commerce, nonprofits, event professionals, YMCAs, JCCs and other organizations to help bring people and ideas together. Our technology platform, combined with our professional service and support, empowers organizations of all sizes at every step of their journey. Personify’s integrated solutions enable clients to build reliable revenue streams and achieve greater success, and our partnership means they never do it alone.  

As the original Personify solution, ThreeSixty is a powerhouse AMS built from the ground up to support the needs of associations and nonprofits. It runs on a world-class infrastructure and serves as your technology foundation to enable revenue growth and operational excellence. Personify’s comprehensive ThreeSixty platform is backed by an in-house services team with extensive knowledge of associations that provides users with a uniquely tailored and purpose-built experience.

The post Spotlight on ThreeSixty as Personify Unveils New Website appeared first on Personify.

In recent months, our team has met with many industry partners and association clients who were in the midst of finalizing their strategic plans for this year, and here are a few trends and insights that emerged: 

1. Practical AI Tools to Better Manage Your Association 

You would have to be living under a rock to not have heard about the hype with generative AI technology. Since launching in late 2022, one of the bigger players, ChatGPT has grown considerably with 1.7 billion monthly visits in October. While there is a lot of interest in leveraging generative AI to create efficiency and automate work, you may be wondering—okay, but how do I use it and what practical applications of AI make sense for my association or nonprofit? 

To avoid getting swept up in the hype, think about the strategic ways you can leverage AI systems to support member engagement and retention. Here are a few ideas: 

• Content creation- In sending out your annual member renewals notices, you can use an AI tool to craft a communication that is tailored to an individual member and highlights their tenure with your organization, programs they have engaged with recently and future opportunities for the upcoming year. You could also have the tool review member data and provide tailored recommendations for events, programs and other resources that may be relevant based on their membership data. 

• Streamline data and visualization- Your organization maintains a wealth of information on members including their demographics, preferences, interests, and program and event history. While an AMS solution like ThreeSixty comes with powerful reporting and data visualization, you can augment this by using AI tools to summarize board meeting documents, identify key insights or generate visualizations and charts based on membership data or a recent survey sent out to your members. You can also create clusters or themes of data, which is helpful for understanding emerging trends in presentations at your annual conference or meeting.  

2. Thoughtful Event Planning in the Face of Rising Costs 

In conversations with industry partners, we’ve heard that many associations approved smaller and sometimes negative budgets year-over-year for 2024, and a primary driver of this is due to increasing costs for AV and food and beverage expenses at events.  

In fact, a report by CWT Meetings & Events and the Global Business Travel Association found that the cost per attendee was 25 percent higher year over year in 2023 and is expected to grow an additional 7 percent this year. While inflation has driven up most of these costs, there are options available to help you stay within your budget. 

Negotiating event contracts are an important way for event professionals to maximize their ROI, while still delivering an exceptional event. Here are a few tips to get the most of your negotiations: 

• Share a comprehensive RFP with all potential vendors, including a detailed event budget. 
• Obtain multiple quotes and see if your preferred partner or vendor can match pricing from the quotes you receive. 
• Consider long-term partnership options with suppliers that can lower your cost per event because you are committing to a multi-event contract. 
• Going back to trend #2, use an AI tool to help you generate initial drafts of event contracts, which may help save time and money during the process of legal review with your law firm or general counsel. 

There are also options to limit food and beverage costs at an event, including: 

• Providing a more limited menu to keep food costs low, such as providing a plated meal instead of a broader buffet where food may end up going to waste. 
• Explore timing options, such as hosting your event during “off-hours” where you can provide snacks instead of a full meal. 

In 2024, we predict that event professionals will make strategic decisions around event management and negotiate with vendors to plan and execute events that delight their audiences but stay within their (likely smaller) budgets. 

3. Selectivity with Technology Selection Consultants 

As a leading provider in the market, we regularly connect with association leaders who have used a consultant to guide their technology strategy. We’ve recently heard feedback and concerns about the overall experience, particularly with the larger, established firms, for two reasons.  

First, their vendor and product knowledge are out of date. Several associations leaders have noted that consultants haven’t done their homework or taken the necessary steps to broaden their product knowledge, understanding and expertise. Their “advice” was based upon the same dated, inaccurate product and industry knowledge that they’ve scripted for years. And unfortunately, this is consistent with our experience as a technology provider in recent years.  

As an example, Personify made two acquisitions that impacted the association technology market – MemberClicks in 2020 and GTR Event Technology in 2022. None of the established association technology consultants reached out to learn more about our acquisition rationale or planned strategy for either product. And our attempts to engage them were met with limited or no response.  

The concern is that these firms are not knowledgeable enough to objectively help their clients make informed decisions about our solutions, and we suspect this is true with competitors as well. This lack of intellectual curiosity and engagement should give any association pause before hiring a consultant and ensure that they choose one with a broad and up-to-date understanding of the market landscape – this is, after all, the expertise an association is paying for. 

The second issue is that, as firms have expanded into managed services, CIO services, IT support services, etc., they have lost the appearance of objectivity by becoming technology resellers or steering clients toward tech that their staff are trained to use. To be clear, this may be more of an “optics” problem than a true indication of bias, but objectivity is crucial to the consultant-client relationship, and many associations are questioning whether that’s truly the case. 

We’d be remiss if we didn’t say that there are exceptions to this trend and there are several consulting firms that have deep industry experience and a reputation for impartiality. But the larger point remains that the industry needs a re-set or risks losing relevance. This year, we predict that associations will carefully consider the consultants they use to guide their technology purchases. 

4. Increased Focus on Data Security and Cyber Attacks 

With data breaches becoming increasingly common across industries, associations, and their IT teams in particular, are thinking carefully about efforts to strengthen data security and prevent attacks. In 2024, cybercrime is expected to cost organizations $9.5 trillion and grow 15 percent annually in the coming years. 

In creating your 2024 data security plan, be sure to understand your technology provider’s policies including access control, encryption standards, password policies, backup and recovery plans and more. Your AMS provider should be a partner on this journey and help you continuously monitor networks, logs and security events to detect and respond to any potential breaches within the system. All of the software and applications used in your organization should be patched on a regular basis to mitigate potential vulnerabilities.   

In 2024, we predict that association professionals will: 

• Execute stricter access controls, including multi-factor authentication, to serve as the first line of defense against potential threats. 
• Implement annual PCI audits and regular penetration tests with internal and external stakeholders to proactively identify and resolve vulnerabilities within your system. 
• Develop new education campaigns for staff and share how members can protect themselves against attacks, which will instill confidence that you’ve got the right team and processes in place to manage the threat landscape. 

If you’re looking for a robust AMS solution that can give your team peace of mind about data security, we would be happy to share more about ThreeSixty. 

5. Workforce and Professional Development as a Key Value Driver 

While the labor market cooled in the last quarter of 2023 and unemployment remained steady at 3.8 percent, many economists are predicting growth in 2024 and a labor force participation return to pre-pandemic levels. In the near term, as competition remains high for open positions, associations can play a unique role in ensuring that members take advantage of workforce training and professional development opportunities to help them stand out as a candidate. 

80 percent of professionals said that growing their skillsets and expertise is an important way to stand out in the job market. In 2024, you can ensure that your organization supports a journey of continuous learning and skill development for your members by: 

• Move to a mindset of “resources not courses”- What we mean by this is that your goal should be to deliver content focused on a member’s need in a given moment, as opposed to pushing them to a full course. You can conduct an audit of your professional development offerings and learning management library and consider breaking courses into bite-sized pieces that can be easily consumed and targeted to a specific topic or need. 

• Create lasting connections – Extend the connections made at your annual conference or events by creating groups in your online community for members with a shared interest, profession or skillset to network and stay in touch. 

• Teach your members how to use a generative AI tool – You know how we discussed in trend #2 that a lot of folks are hearing about AI tools but aren’t quite sure how to use them? Host educational sessions with an expert in your industry on practical ways your members can automate their daily activities and free up their workday. 

We would love to hear your thoughts on these and other trends and predictions for association professionals in 2024. Send us your thoughts via marketing@personifycorp.com or in our client community. 

The post 5 Key Trends for Association Professionals in 2024  appeared first on Personify.

January 4, 2024

Personify announces the launch of a dynamic new website, mya2zevents.com, for its A2Z Events brand featuring the full portfolio of event management products, including GTR, which has been officially transitioned to Registration Tech. Following months of dedication and careful planning, the company is excited to unveil a new website and integrated platform to event professionals.  

The new website includes blogs featuring best practices and expert insights, research reports and resources, and detailed product information about the brand’s complete platform of event management solutions. In addition to the newly transitioned event registration software, Registration Tech, A2Z Events also offers floor plan management, exhibitor and sponsor management, attendee engagement solutions, badge printing and much more.   

“We’re thrilled to bring Registration Tech under the A2Z Events brand. With this combined offering, users can grow their events year after year with more show insights and the ability to customize workflow registration through a single-platform solution,” said Erin Sullivan, Vice President of Marketing at Personify.  

With the intuitive, user-friendly interface, event professionals can manage participants and simplify tasks like data collection, registrant communication and payment processing. Not only can they collect attendee data, but organizers can put it to good use too, with detailed reports providing valuable insights on registration trends, attendee demographics, and promotional ROI.  

To simplify the event registration process for attendees and exhibitors alike, A2Z Events offers easy-to-use event registration software, badge printing and check-in. With these two often stressful event processes simplified, attendees can focus on enjoying the event, and organizers can focus on connecting with their attendees. A2Z Events’ lead retrieval solution makes it easy to record prospects with the simple scan of a badge, while the attendance tracking solution streamlines badge scanning capabilities with an intuitive mobile app.  

From registration forms to attendance tracking, A2Z Events has event professionals covered in creating seamless on-site experiences. With the integration of Registration Tech, A2Z Events remains committed to providing innovative solutions to meet the evolving needs of show organizers and event professionals.  

Visit mya2zevents.com to learn more about A2Z Events, Registration Tech and our entire platform of innovative solutions and services that can help organizations successfully manage and grow their events.   

About Personify 

Personify partners with associations, chambers of commerce, nonprofits, event professionals, YMCAs, JCCs and other organizations to help them bring people and ideas together. Our technology platform, combined with our professional service and support, empowers organizations of all sizes at every step of their journey. Personify’s integrated solutions enable clients to build reliable revenue streams and achieve greater success, and our partnership means they never do it alone.  

Part of the Personify suite of solutions, A2Z Events is a single connected platform for the ultimate event experience. Built for event professionals by event professionals, the robust all-in-one- event management solution is tailor-made to maximize attendee and exhibitor engagement.  

The post Personify Launches New A2Z Events Website and Announces GTR is Now Registration Tech  appeared first on Personify.

1. “Video Marketing in 2024: Trends and Statistics You Can’t Afford to Ignore”  

The events industry has always relied on engaging and connecting with audiences, but with the rise of video marketing, it’s become easier than ever. This blog takes a deep dive into the latest video marketing trends, including the dominance of short-form videos and the popularity of TikTok. With videos set to make up 82% of all consumer internet traffic by 2025, this blog provides valuable insights and opportunities for event professionals to stay ahead of the game.  

2. “Is the Hot AI Headshot Trend Worth It?”  

ProfilePicture.AI is the latest app that’s taken the events industry by storm, using artificial intelligence to create perfect profile pictures for anyone (and even our furry friends). This blog delves into the trend and explores whether it’s worth the hype. Whether you’re a professional or just looking for a good profile picture, this blog will give you the answer.  

3. “ECA Legislative Action Day 2023: Making Our Voices Heard on Capitol Hill”  

This year, event professionals stepped away from their events to make their voices heard on Capitol Hill. The ECA Legislative Action Day brought together industry leaders out to advocate lawmakers on the economic impact of the events and trade show industries. This blog shares the highlights of the day, showing the importance of taking action and making a difference.  

4. “Additional Words You Should Stop Using in The Events Industry…And Everywhere: Part 2”  

As the world becomes more aware of language’s power to perpetuate biases and stereotypes, this blog highlights the importance of examining the words we use in the events industry. Part 2 of the series explores more phrases and terms that promote exclusivity or have negative historical connotations. This blog provides valuable insights into shaping attitudes and actions in a positive way to create a more inclusive and welcoming environment for all.  

5. “Festivalization of Trade Shows – Myth, Reality or Bad Idea?”  

The concept of “festivalization” has been tossed around in the events industry, but what does it actually mean? This blog explores the idea and the impact of events like Fyre Festival, Woodstock ’99, and Burning Man on our desire to incorporate festival elements into trade shows. With insights and analysis, this blog offers a valuable perspective on the trend and its potential benefits and pitfalls.  

Conclusion 

As we conclude 2023 and say goodbye to all the excitement it carried, it’s clear that the events industry is constantly evolving and keeping us on our toes. These top 5 blogs have provided event professionals with valuable insights into the latest trends, technology, and advocacy efforts that will shape the industry in the years to come. From the rise of video marketing to the impact of festivalization, we’ve explored the opportunities and challenges that lie ahead for the events industry.  

 As we move forward into 2024 and beyond, it’s essential for event professionals to continue to educate themselves and stay up to date on the latest developments. By keeping a finger on the pulse, we can better understand their audiences and create experiences that stand out from the crowd. From incorporating new technologies to tackling social issues head-on, event professionals have the power to create meaningful change and impact in the world. So, here’s to another year of innovation, growth, and endless possibilities in the events industry! 

The post Exploring the Top 5 Most Popular and Impactful Blogs of 2023  appeared first on Personify.

One prevailing theme was that ROI is everything. Exhibitors want actionable conversations that lead to high-quality leads, not just badge scanning. They’re not interested in just any lead but rather valuable ones that translate into dollars. Therefore, quality conversations are essential, and organizers need to provide concrete demographics on the audience before the event. This will help exhibitors to talk to the right people, which is what they’re looking for. 

“For us, ROI is actionable contact, actionable conversation, “explains LaFleur. “We are looking for the number of actionable leads that are true leads, not fluffy. They are not just taking a badge scan to take a giveaway.” 

Saad agrees that true leads are essential. “I want to know how much we are closing from the result of our attendance at a trade show,” he says. “We tend not to collect many badge scans but collect the information from people with whom we have great conversations. People are qualified to purchase our services potentially.” 

Another critical trend is smart budgeting. Exhibitors are more thoughtful about their investments and want to know what they get for their money. Quality means everything, so event organizers must be honest about the numbers. Phone calls go a long way in building trust between exhibitors and organizers, and trade show organizers must offer creative sponsorship opportunities as well. 

“Just getting on the phone and keeping the conversation going all year long, and really nurturing that relationship, is so important,” Brush explains. “So, when it is time for them to sell us that prospectus, it goes a long way.” 

One crucial factor that exhibitors look for is impactful touches that go a long way. Make it easy for them and give them a high likelihood of value. Ensure that there are networking opportunities, and make it easy to exhibit. Give exhibitors step-by-step instructions, and everyone likes to be treated special. First-time exhibitor discounts also go a long way, and organizers must offer an Exhibitor Resource center, exhibitor education, and suggestions for activations. 

Knight says that networking opportunities for exhibitors and attendees is something that stands out to him when considering attending a show.  

“Networking opportunities are important; maybe have some event in a different area,” he says. Anytime we can network and socialize with the personas we are interested in helps us with building those connections.” 

In conclusion, the exhibitor’s wishlist for 2024 is clear – exhibitors want real value for their investment, whether in conversations that lead to quality leads or impactful touches that make their investment worthwhile. Exhibitors are thoughtful about their budgets and want to know what they get for their money. Organizers that can offer this value will attract more exhibitors and ensure that their event succeeds. So, to stay on top of the exhibitor’s wishlist, start thinking about these trends today! 

Watch the recording here.

The post Exhibitor’s Wishlist Unveiled: The Key Trends You Need to Know to Attract Top Exhibitors in 2024!  appeared first on Personify.

According to our recent research report of trade show and conference exhibitors, millennials are the most important demographic exhibitors focus on, with 47% indicating that this group was their primary target. With an estimated purchasing power of $1.4 trillion globally, event organizers must consider this demographic’s preferences when hosting events. Millennials are now (or will soon be) in a position to exercise considerable buying power, making them an attractive target demographic for businesses of all kinds. 

In this blog, we will dive deeper into trends and insights that will help event organizers cater to millennial attendees effectively. 

Technology is Key 

Millennials are a tech-savvy generation, and they expect technology to play a significant role in events. They want to be able to access information about the event using their smartphones, tablets, and laptops. They want to interact with exhibitors, sponsors, and other attendees on social media platforms before, during, and after the event. They want to meet and expedite connections with similar attendees through tools such as matchmaking (but they view matchmaking as something different).  

One great way to cater to millennials is by leveraging technology to create a seamless registration process. Millennials are always on the go and want to be able to purchase tickets, RSVP, check-in, secure their badges, and access event schedules quickly and easily. Intuitive mobile apps that allow users to access information on the go are highly appreciated by this generation. In our recent registration survey report, survey respondents said that their attendees value ease of use more than anything else. 

Another way to use technology to engage millennials is by creating interactive displays encouraging social sharing. Millennials want to share their experiences with friends and family on social media. By providing interactive displays and event-specific hashtags, organizers can increase engagement and widen their reach to more attendees. 

Lastly, event organizers can use tech to elevate the attendee’s experience. For example, they can provide a customized experience by offering interactive activities like virtual reality, gamification, personalized experiences, and more that will keep attendees engaged and excited. 

Sustainability Matters 

A recent study by Nielsen found that 75% of millennials are twice as likely to support organizations that practice sustainability and are willing to pay more for eco-friendly products. 

To cater to this demographic, event organizers should take steps to reduce their event’s carbon footprint. This can be achieved by using eco-friendly materials for event signage, reducing food waste by donating unsold food to local charities, and encouraging attendees to use public transportation or carpool. 

But it’s not just about the environmental impact. Millennials are also interested in how events give back to the local community. Consider partnering with local charities or non-profit organizations to incorporate a community service aspect into your event. For example, attendees could participate in a volunteer project or make a donation to a local cause. Don’t forget to involve your exhibitors and sponsors who may want to donate their product after the trade show to the local community versus shipping it back to a warehouse – it’s good press for your show and the exhibitors.  

And it’s also not just about displaying sustainability – it’s about following through with it. Make sure you communicate the sustainable initiatives you’ve implemented at your event, so attendees know what efforts you have made. Providing recycling bins may not automatically reduce your environmental impact, but it can also encourage your attendees to adopt more sustainable practices, leading to a positive ripple effect. 

By prioritizing sustainability and community involvement in your events, you not only appeal to the values of the millennial demographic but also contribute to a better future for all. It’s a win-win situation! 

Diversity, Inclusion, and Community (DE&I) 

When it comes to catering to millennial attendees, promoting diversity, inclusion, and community is crucial. This generation values authenticity and transparency, and they want to feel a sense of belonging at any event they attend. 

One of the best ways to achieve this is by offering diverse and inclusive experiences that celebrate different cultures and marginalized groups. Event organizers can hire or select a diverse set of speakers, performers, and vendors to ensure representation for all attendees. 

Another essential element is providing opportunities for networking and building connections. Millennials often prioritize building relationships over solely attending the event itself. So, offering community-building activities will go a long way in making attendees feel welcomed and appreciated. 

It’s also vital for event organizers to keep accessibility in mind when planning their events. This includes ensuring equal access for people with disabilities and other marginalized groups. Providing amplification devices, wheelchair accessibility, and sign language interpreters are just a few examples of what event organizers can do to make their events more inclusive. 

Finally, it’s important to remember that diversity and inclusion aren’t just buzzwords – they’re essential for creating real, meaningful connections with millennial attendees. Whether you’re planning a conference, trade show, or festival, make sure you’re actively working to create an inclusive and welcoming environment that celebrates diversity and promotes community. By doing so, you’ll create an unforgettable experience that will keep millennial attendees coming back year after year. 

Create Memorable Experiences 

This generation seeks unique and immersive experiences to share with their friends and family. A recent study found that 72% of millennials prefer to spend money on experiences rather than material things.  

One way to create memorable experiences is by focusing on the overall ambiance of the event. Millennials are drawn to events that offer unique and aesthetically pleasing environments that allow for socializing and networking. Think of a music festival that incorporates art installations, food trucks, and interactive pop-up shops. Providing a holistic and well-rounded experience is sure to leave a lasting impression on attendees. 

Another way to create memorable experiences is by offering attendees exclusive access to speakers, workshops, or demonstrations. Millennials want to feel like they’re part of something exclusive and unique. Offering VIP experiences can help create a sense of camaraderie and exclusivity that appeals to this demographic. 

Lastly, event organizers can create memorable experiences by incorporating surprise and delight moments throughout the event. This can be anything from small giveaways, special guest appearances, or unexpected activations that catch attendees off guard and leave a lasting impression. 

By focusing on creating memorable experiences, event organizers can cater to the millennial demographic’s desire for unique and personalized events that go beyond the traditional conference or trade show. With a little creativity and attention to detail, organizers can create events that will leave a lasting impression on attendees and build a loyal following for years to come. 

Conclusion 

Catering with thoughtful event design to millennial attendees is crucial in hosting a successful event. From integrating technology to promoting sustainability and community involvement, event organizers must follow the trends and insights to attract this influential consumer group. The purchasing power of millennials is enormous, and businesses of all kinds are striving to capture their attention.  

As event professionals, our job is to create unique and immersive experiences that offer value to all attendees. By following the latest trends and insights, we can ensure that our events not only attract but also retain this crucial demographic. So, let’s embrace technology, sustainability, diversity, inclusivity, and community-building activities to create memorable experiences that will leave a lasting impression on our millennial attendees. 

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Events in the Social Media Era   

Weeks and days leading up to the festival, there were numerous official and unofficial groups about the Ocean’s Calling Festival. The energy was palpable leading up to the event. People were planning meetups, recommending great places to eat and drink, and even arranging transportation.  

This all changed once the event kicked off. Festival goers were complaining about everything. The security and food lines should have been shorter. The stages were too far apart. Everything costs too much. People stepped on their blankets. There needed to be more buses to transport people. 

On the other hand, others posted that everything was great, and it was the best festival they had been to. Organizers were doing a fantastic job with everything. These posters were trying to drown out the noise and complaining about the complainers.  

How can the same festival ignite such polar opposite opinions? And what lessons can we take away to apply to our events? 

Understanding and Setting Expectations 

Reading the rants on social media, it was clear that people didn’t know what to expect of an event of 50,000 people in a relatively small area and how to prepare for it. A beach festival is far different from the lawn at Wolf Trap. Weather can be unpredictable. Cell service can be spotty. Public transportation might be challenging at key times. Prices are inflated. The list goes on.  

Setting the expectations of your audience is critical. As event organizers, we often assume attendees have experienced similar experiences and know what to expect. I would err on the side of educating every attendee. While not everyone will read these helpful guides, it helps.  

For example, on Day 2 of the festival, the city and organizers made adjustments but advised attendees to seek other travel options if they didn’t want extended bus wait times. Based on the social media posts, everyone adjusted. Attendees can often quickly adapt if they know how to make it happen.  

Know Your Demographics  

As I scanned the crowd, I saw all age groups. Some of the artists attracted a younger audience for sure. That said, many of the acts performing and the cost tended to push the audience older and more affluent. Some of the most expensive tickets were nearly a thousand dollars. This was not an inexpensive event if you added on the cost of meals, merchandise and several nights’ accommodations. 

Understanding your event’s demographics will help you develop a better experience to cater to those needs. At my age, I was excited to have something other than portable toilets and a place to sit. I was looking for more of a premium beverage and better food. While I am not saying that it isn’t of interest for every demographic, I heard some concertgoers looking for “cheap beer.” What will be important for your audience(s) and can you meet those expectations? And more importantly, can you increase revenue by knowing those desires?  

Premium = Revenue 

As you understand your demographic better, you also can understand the “revenue levers” to drive increased revenue. Can your audience afford (and want) a more premium experience?   

At Oceans Calling, every step closer to the stage costs more money. Want nicer bathrooms with less of a line? Want access to premium lounges with food included? It’s smart business as people are willing to pay. Only some audiences will have the means to pay for such premiums. However, exploring upgraded experiences, even if just for your VIPs at no cost, will create a more memorable experience.  

Logistics & Staffing 

Having overseen city-wide festivals attracting 70k people, I know how critical staffing and logistics are. It is often easy to overlook and more challenging in the current employment landscape. Large signs and dedicated staff for “Festival Experts” were easy to find throughout the festival grounds when you needed help. Gates were well-staffed to get people into the festival quickly and safely. As part of expectation setting, the organizers had made multiple posts and communications on what was allowed into the festival to speed check-in. Even having bag or no bag lines and RFID scanner ticket checks after security, all were designed to keep traffic moving.  

Involve the Community 

Whether it is a conference, event or trade show – involving the community and surrounding businesses is just good business. Events are huge economic drivers for the towns they are hosted in.  

Creating opportunities for local businesses to benefit and increase revenue goes a long way. At the Oceans Calling festival, boardwalk restaurants, shops, bars and entertainment got a piece of the nearly 50k per day attendance. It also gave out-of-town festival goers a chance to try a few of my OC favorites, Thrasher’s French Fries, a boardwalk Wrapper, ice cream from Dumser’s, Dolle’s Carmel corn, and many other local favorites. The festival also worked with local organizations to feature and help with items such as aluminum recycling.  

Can your attendees become involved or provide services or benefit your host city? For example, The American Society of Landscape Architects (ASLA) conference exhibitors can donate their materials to the underserved communities in the town where they host their event. 

What Makes a Festival a Festival? 

So, what makes a festival so special? Is it the shared experience of the event? The music? Multiple venues? Or is it being surrounded by similar or like-minded people (a community per se)? The communities at our events and with organizations are what we often do well already. Will festivalization amplify that?  

Or if we are being honest with ourselves as event professionals, is it simply bringing the “show back into our shows,” as Stephanie Selesnick, President of International Trade Information, says.  

I would argue in this post-pandemic world; we need to understand who our audience is and what they want before we “festivalize” in hopes of attracting the TikTok or Instagram crowd to make our event “go viral.” Do the core tenets of a festival make sense for your group? Will it distract them from the business at hand, connecting buyers and suppliers or gaining content for career advancement? How does this impact the audiences differently of a B2B versus B2C events?  

What does festilazivation mean to you and your events? 

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