2023 Smart Women in Meetings: Visionary
Denise McGinn, CAE
Founder and President, Association Guidance
Empower, Teamwork, Positivity
Aha Moment: I immediately felt at home in the meetings/hospitality industry. The very nature of the people that gravitate to this industry makes you feel like family. It’s a close network of hotels, convention and visitors bureaus, convention centers, AV providers, speakers, consultants, and more. We share a common bond of trying to make every attendee feel safe and to have a positive experience. In that effort we share a deep bond and make lifelong friendships.
What One Thing Made All the Difference? Starting my business 30 years ago (this month) was a defining moment in my career. It gave me the opportunity to not just work on meetings/events in one industry. I have the opportunity to work on events in multiple industries. Depending on who they are and what they do, or for the educational outcome they are interested in, each has their own historical background that can dictate what is done. Although events are just one of the services my association management company offers, it is one of my favorites because of the locations we go and the people we meet.
Advice for My Younger Self: To better enjoy your work and allow for plenty of white space. Work/home life balance is key to eliminate burn-out. You will be better able to solve complex problems with a clear head.
Next Goal: On a personal level, I’m working on my photography skills. While I prefer to take nature photos, I’ve also been working on taking better event photos, (including award winners, trade shows, keynotes, etc.) that we can use for marketing purposes. I’ve invested in taking part in photography workshops and have joined some photography clubs.
On a professional level, I’m in the beginning stages of investigating the possibility of turning a 501(c)3 organization that does not have members into a membership organization. It would require changing their bylaws and how they currently operate. And, would result in several different new income streams.
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Recently, on International Women’s Day, American Trucking Associations, the largest national trade association for the trucking industry kicked off a weeklong campaign recognizing a few of the amazing women in our industry. Today we honor Jill Sokacz who recently became President and CEO of the Michigan Trucking Association. Jill is an enthusiastic leader who empowers others to do their best and we are looking forward to cheering her on for years to come. Jill, congratulations on your new position and thank you for your commitment to our industry. #ATAWomeninMotion #womenshistorymonth
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New Approaches to Engaging the Grassroots
Engaging the grassroots in association advocacy efforts is more challenging than ever. The planning committee for MSAE's Public Policy Roundtable tapped some of Michigan's smartest public relations strategists to address this challenge in a panel conversation held at Tuesday's event. The panel discussion was moderated by Haleigh Krombeen, Director of State Advocacy with Michigan Credit Union League & Affiliates, and featured Andie Poole, APR, a partner with Martin Waymire, Joshua Pugh, Senior Director of Government Affairs with Truscott Rossman, and Matthew Resch, President & Owner of Resch Strategies.
Challenges & Opportunities
Panelists began by highlighting the importance of grassroots engagement in advocacy efforts. There was a consensus that post-COVID/post-2022 advocacy efforts have to reckon with voter mistrust/fatigue, diminishing efficacy of social media, and increasing difficulty in making it through firewalls. Key themes that emerged from the discussion were storytelling and the importance of building relationships with members who are passionate about the issue and influencers in the industry. Because personal stories are so compelling to the public and legislators, activists and influencers have the potential to draw more engaged people to a cause.
Andie Poole emphasized the importance of direct versus mass communication in grassroots advocacy. She noted that with changing social media algorithms, it's very difficult to reach a significant number of people, even when organizations are paying to boost posts.
Josh Pugh agreed, stating that associations should recognize their owned media (such as websites) as valuable tools and highlighted the importance of really knowing who your organization is, who your target audience and where the powerful connection points may be.
Matt Resch underscored the value of leveraging a targeted list for eliciting meaningful engagement versus all calls or purchased lists.
Storytelling, Relationships and Using Tech Differently
Overall, the panel discussion highlighted the importance of building relationships, telling compelling stories, and using technology and data to inform and shape grassroots advocacy strategy versus counting on technology or data to actually engage the grassroots. By taking a thoughtful and strategic approach, organizations can engage their grassroots supporters in meaningful ways to drive positive change on the issues that matter most to them.
MSAE appreciates the panelists' insights and thoughtful moderation by Haleigh Krombeen, Director of State Advocacy with Michigan Credit Union League & Affiliates.
