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Thursday, May 17, 2007

An association gets it right

Today, I'm heading to Toronto (on a $14.00 return airline fare war ticket) for the annual Toronto Construction Association Members' Day. This event combines some educational sessions, free food (and beverages), and the opportunity for members who wish the opportunity, for a free display set-up to promote their business. There is no charge -- no one stands at the door seeking 'donations' -- and generally the weather outside the Construction Centre in Richmond Hill is beautiful this time of year.

It doesn't take a rocket scientist to see how this event creates good will between the association and its membership; adding to a sense of value and community. These days, many association events have a fund-raising element to them -- fees are to be collected, or companies are urged to sponsor with thousands of dollars in contributions. There is nothing wrong with this approach, of course, but it is refreshing to see an association knows that occasionally it makes good marketing sense to let go of the take, and simply give.

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