The Case for Outsourcing
by Rebecca Rolfes
executive vice president, association publishing
ASSOCIATIONS OUTSOURCE MANY THINGS: event organization, ad sales, direct mail, lobbying, research.
But when it comes to member communications, many associations have their own publishing department, their own marketing function, their own researchers. They do everything short of having their own printing plant.
The case for outsourcing is compelling, however, especially where association publications—print and digital—are concerned.
Overhead declines as quality improves. In fact, outsourcing provides the three ‘must-haves’ (according to Geoffrey Moore’s Crossing the Chasm) of a compelling value proposition.
- The association will gain a strategic capability that was previously unavailable and thereby gain a dramatic competitive advantage in a prime operational area.
Publishing is not an association’s core competency. Outsourcing to a professional publishing company brings strategic capability, resulting in greater reader/member satisfaction, higher ad sales, the ability to drive traffic via actionable information that leads to revenues and, in many cases, award-winning publications that compete successfully with trade magazines vying for the same audience. - There will be a radical productivity improvement in an area that is already well understood.
Publishing is central to what associations do, the means to communicate with members and industry stakeholders. Associations understand the uses and benefits of a good publishing program but have often let that area stagnate—it feels like an obligation. Improving productivity begins with cost savings and extends to smoother processes and greater returns. - This will result in a visible, verifiable, significant reduction in total overall operating costs.
Overhead will decline. Head count can be reduced or resources can be re-assigned. More important, quantifiable metrics adhered to as part of a publishing agreement give the association more control over costs and quality.
Audio Alert!
Listen to Rebecca Rolfes explain why the competitive landscape is shifting for professional associations.
Comment
Related Content
- Imagination in FOLIO: >
- Association Marketing: How One Association Went Web-Only >
- The Association World is Flat, Too >
