Maggie,
All I can say is right on! I have to wonder who ASAE thinks their primary constituency is. It's great to talk about the great work associations are doing. It's great to have a site dedicated to that fact (the jury is still out on that as they could have created a sub-section on the main ASAE site to talk about that), but why did they need to engage Ogilvy? I mean don't get me wrong, I'm not bashing PR firms and in many instances they can bring a lot of value to the table, but to your point the answer to the value of association question lies in showcasing what associations are doing in an authentic way. ASAE has all of the attention, audience and assets necessary to have created what they did on the Power of A instead of asking a PR firm to help them shape and craft a message. I thought the power of associations, and particularly the power of ASAE was the fact that it was a dedicated and devoted group of folks who are passionate about what associations do.
I think they missed a huge opportunity here and it's pretty disappointing.
Maggie, I think your point to the amount of money that ASAE threw at this campaign should not be ignored. It's one thing to spend money on a fruitful and effective campaign, but what's the goal here? Please don't tell me that it took a high-priced firm like Ogilvy to pull this off.
I still think that ASAE has a chance to shift their direction, but they're going to have to listen to their members. And realize they have the chance to truly forge a new direction. Will they listen?
I just commented about this at Chris' blog too, and these thoughts riff off that comment, I'm still stewing about this. Plus I haven't had any coffee yet this morning so I don't have any other original thoughts right now. 
Imagine a world where our professional associations (ASAE, state associations) were incubators of new and improved association management practices, rather than models for the tired uninspiring status quo. Wouldn't that be great? Why can't they take some risks (gasp!) and experiment with new models of membership, communication, management, marketing, and public relations? That's what for-profit companies do all the time. Show us by example your paths to success, or failure, so we can all learn together. Why are ASAE members often more progressive and successful than they are? Whom do we look to for guidance? Not them, certainly. Why aren't they leading? What's holding them back?
I think your headline speaks volumes. I can hear Homer Simpson saying "D'oh!" As Wikipedia says, "D'oh is typically used when Homer injures himself, realizes that he has done something stupid, or when something bad has happened or is about to happen to him. Other members of his family including Bart, Lisa, Grampa, and even his mother and brother have been known to use it themselves. Other characters have also used this phrase."
As an ASAE member, I'm saying "D'oh!" Will the ASAE Board and Center Board say "D'oh!" Is ASAE's staff saying "D'oh!" Obviously, ASAE's President and CEO is not saying "D'oh!" But he should be!
ASAE staff shows up & follows the same procedures they always have and their leaders and board can't figure out why they've lost respect from some members. Their volunteers go through the same motions of supporting the organization they've always gone through and they're getting the same results they've always gotten. The entire organization is working overtime to maintain its status quo. It's so sad to watch and it's so common. Leadership is the antidote yet I don't see innovative, heretic leadership at ASAE's helm!
They're trying to create a movement around "The Power of A" and we're all saying "Huh? WTF? D'oh!" Let's see if they use some strategic principals to make a mid-course correction.
1) Transparency really is their only option with this campaign.
Fess up regarding the confusion and mistakes, make changes and get back on track.
2) The message of "The Power of A" needs to be bigger than ASAE.
They're trying to change the way people--politicians or the public--see associations. (Although we're all trying to figure out who the audience is for this campaign.) Where are the stories about associations building communities?
3) True movements will grow and thrive, not shrink and die.
People will line up around the block if the campaign is right. Obviously, many people are repelled by this campaign. We're running away from it! It's not something I want my city to see or air on local TV.
4) The Power of A is a media channel and right now and their media is missing the mark.
It will be interesting to see if ASAE makes any changes, although I'm not holding my breath.
Two thoughts:
1) I do like it that ASAE is spotlighting many associations. I knew there were many quirky associations, now I found out there are more than I expected. As a recruiter trying to find clients, this is gold.
2) What I don't like about this is ASAE is telling us what they're doing during this recession, which beats the purpose of knowing the organization. I want to learn more about the organization and why should I care, not what you're doing during rough times.
IMO, they're aiming at Congress and Lobbyists since they're talking about their own recovery plan, but after looking over it, I don't mind the promotion oof these associations. This should be a general site about these unique organizations and what they do, not a pitch to Congress. Personally, this is gold for me for potential clients, but not for the others.
Maggie,
What's you're saying is right on. It have all the same questions that you do. Also one of the biggest problems I have with this Power of A campaign is that it didn't involve the people that work that these associations before and during the launch. They told us about it, but how did they amp us all up to participate. The answer is that they didn't.
As I have been fairly critical about ASAE in the past on issues, in my post (thanks for the link love btw!) I was trying to look at how can we as members of ASAE make this huge amount of money they spent on a PR campaign that doesn't seem to really help the members of the association into something that we can all benefit from. As members of ASAE I think we need to stand up and use the tools in front of us to really make this campaign our own. They want to use social media to try and engage the members to participate, so lets use that and truly show the Power of A that us as members of ASAE have.
I see an opportunity for us to do something good, so I think we all need to step up to the plate and knock this out of the park. Forget what ASAE intended, lets make this one our own.
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