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Emily Petersen

Emily Petersen

Emily Petersen’s attention to detail and efficiency allow her to manage a variety of different services for our clients from membership strategy to meeting planning. Working closely with association leadership, Emily responds to volunteer leader and member requests with finesse and genuine interest in the success of our clients. She finds the diversity of AMPED’s clients refreshing and enjoys interacting with them daily. Internally, Emily helps keep AMPED moving by supporting our finance staff and IT partners. She interned with AMPED for nearly four years before graduating from the University of Wisconsin and joining the team full time.


Our members and volunteer leaders are inundated with emails on a daily basis. How do you get through, get what you need, and not result in confusion? Here are some email etiquette tips to be sure to follow to make everyone’s lives (yours included!) a little easier:

Tip #1: Be Clear and Concise
Nobody likes to receive an email that they have to scroll through. Can what you are asking for or saying be shortened? Use bullet points to clearly separate ideas, questions, etc. If you’re asking for multiple things, they can get lost in paragraphs of information. Calling them out will make it easier for the reader to refer back to.

Tip #2: Set Deadlines
If you need a response to or action from your email by the recipient(s), make sure to clearly lay out a deadline. Trust me—they’ll appreciate it! I like to call it out in the closing of my email, such as “Response is appreciated/needed no later than 5pm CT on Friday, February 23.”

Tip #3: Use BCC
In my opinion, nothing is worse than being overloaded with emails on a chain that you no longer need to be a part of or getting everyone’s responses. Below are a couple examples of when to use BCC.

  • Example 1: You’re emailing one of your Boards to confirm that a specific set of dates works for an upcoming meeting. Save the Board members from getting everyone’s responses if someone hits “Reply All” by blind copying everyone instead. As a courtesy, make note in the email that the entire Board is blind copied.
  • Example 2: A colleague makes an email introduction between you and another person. Said colleague does not need to remain on the chain back and forth between you and the new person. A simple “Thanks for the introduction, Tim – I’ll move you to BCC now” at the start of your reply to all will cover it.

Tip #4: Don’t Be Afraid to Change the Subject Line!
Are you on an email chain where the topic has changed or gone on a different tangent? Don’t be afraid to change the subject line to match! A recent example: I emailed a potential sponsor to offer them the opportunity to host a cocktail party with a client in Las Vegas. My subject line was “Sponsor Opportunity – Event in Vegas.” Throughout the chain, a marketing person got looped in regarding another topic—we were out of their flyers we typically include with our membership renewal invoices. When I replied to that marketing person, I used tip #3 and moved two individuals to BCC who didn’t need to remain on the chain for this particular topic. I also changed the subject line to “[Client Name] – [Sponsor Name] Inserts.” This way, the people dealing with the sponsorship didn’t need to have their inboxes cluttered with irrelevant emails (but know the other item was taken care of), and it was obvious to me and the marketing person what the topic of the email was.

Tip #5: Reread Before Hitting Send
Stop. Before you hit send, read the email through one more time. Is what you are asking for clear? Are you missing any vital information? Did you set a deadline if you are in need of something? Take a few extra seconds now to cover these bases and save yourself from having to send any further clarifying emails.

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AUDC IIBack in April, my colleague and I traveled to Nashville, Tenn. to attend AUDC 2017 – Abila’s user conference. Several of our clients use Abila’s NetForum product as their association management system (AMS). It was an extremely busy time of the year to be out of the office for the full week, but I am so grateful that we went. We learned a ton, made valuable connections and met face-to-face with our Abila contacts to address some issues we had been experiencing.

Here’s why I’m happy we went and why you should consider going to user conferences for any technology platforms used in your association:

Meet face-to-face with your account managers: Honestly, I would say that this was the most valuable part of the conference for us. We were able to sit down face-to-face with our account manager, product leads and developers to discuss concerns we had over the way some modules in the system worked. It was so much more efficient for them to be able to ask questions and get a better understanding of why something was an issue.

You don’t know what you don’t know: Between the two of us, we have a combined 13 years' experience using NetForum. Does that mean we are pros? We’d like to think so, but we know that isn’t true. The fact is, we are so entrenched in the day-to-day procedures for our clients, we aren’t always immediately aware of updates to the system that create more efficient ways to do things. In fact, we were so excited about one particular item we learned that we spent the next 45 minutes playing around with the feature and immediately sent it back to our colleagues at the office.

Learn from other attendees: We learned so much just by listening to other attendees ask questions — questions that we may not have thought of, but that sparked new ideas for us and our clients.

Network: It was also helpful to attend for the networking aspect of things — finding other people like you or the clients you work with — and expanding your network of peers. On the flip side, it’s also extremely helpful to network with the vendors that attend the conference. The other technology vendors in attendance likely already “play well” with the system, so it’s a good way to narrow down your search for conference apps, abstract management systems, web platforms and more.

We have multiple clients using Abila’s NetForum Pro, and since attending AUDC 2017, they have all implemented at least one specific thing we learned there. By attending, we strengthened our relationships with our Abila contacts, peers, and other technology providers. Definitely worth the trip!

Have you attended a user conference recently? What did you find most valuable?

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renewal call

Each client association has its own specific goals for member retention, but we like to keep ours in the 85-90% range. Below are some of the processes I use to make sure we hit these goals annually and in an efficient manner.

Keep track, and don’t reinvent the wheel. 
For each of our clients, I make a yearly table to keep track of when a reminder was sent, how many open invoices there were when the reminder was sent, and how many members renewed after that reminder (our clients’ AMS – or association management systems – make pulling reports like this quick and easy). This allows me to have a good picture year after year of what types of reminders get the most attention, as well as what timing seems to be best for each organization. I use this information to plan for the current year. If a specific method or text prompted a higher response rate, I’ll make sure to include something similar this year.

Plan for multiple mediums
We really try to be green here and utilize digital communications for the first month or so of a renewal campaign. This allows the open renewals to dwindle down a bit before we actually need to send a paper invoice. That said, I cannot tell you how often I hear “I was surprised to get this invoice in the mail – I had no idea my membership expired!” Sometimes seven email reminders just go under the radar. My point is that our membership bases are diverse and not everyone receives information the same way. For this reason, I ensure that our campaigns include a mix of email, social media, print, and even phone calls.

This year, we are also utilizing the Higher Logic platform on which some of our client websites are based. Higher Logic integrates with the member database and instantly notifies members at log-in when their membership expires and gives them a simple way to click and pay. Once the renewal is paid, this notification disappears.

HL member renewal


Make a schedule, but be flexible
As I discussed, I keep track of renewal campaigns annually so I can see when reminders were sent. I use this data to plan for the current year, shifting dates around based on holidays or other important messages going out for each client. That said, these dates are not set in stone. If renewal payments just do not seem to be coming in based on email reminders, I might move up the date that I send out paper invoices. I continuously adjust the plan based on how each client is performing.

Involve the Board (or a membership committee)
This step is vital. As association staff, we can only remind a member of their benefits so much. Board members can share experiences of exactly how the membership or a connection they made through the organization has improved their businesses or their careers. Last year, the past chair of one of our associations had a lengthy email exchange with a member who was on the fence about renewing — they had not had the time to commit to really be “plugged in” with the organization and therefore had not seen the value. The past chair shared a story of how he had seen his business quintuple in size over the past ten years, attributing it to relationships he had developed through the organization.

I cannot stress enough how much of an impact this can have, so I try to make it as easy as possible for volunteers by never giving them more than ten names to call, providing both phone and email contact information, and giving them a summary of the communications I’ve had with the members so far.

Make sure that everyone on the client team is aware that the renewals are ready. The “front line” office staff can help a member renew over the phone without being passed to a membership coordinator. The meeting planners can remind vendor members about their renewal while discussing their exhibit space for the coming year. Our marketing staff make sure to include reminders in newsletters and social media. I share the master “renewal calendar” so that the whole office is aware of the plan for each client.

Membership renewals are a big deal for associations – after all, members are the “lifeblood” of associations. They are why we do what we do! It’s important to keep track, have a plan, and involve multiple parties to reach members and remind them why their association is so great!


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wiseman w mug II

Each week you read on our blog how we all “wear many hats!” While this is the case for many association professionals, I feel that it is particularly true for AMCs like AMPED. Between the various needs of our different clients, some days we can be all over the place! I thought it might be fun to document one whole day at work to get an idea of the wide variety of tasks we tackle. It would have been hard to capture it all, but I did my best. Enjoy!

7:25 a.m. — Kiss dog and husband goodbye. Yes, in that order.

7:25:10 a.m. — One more kiss for the dog - she’s so cute. Off to the office!

7:43 a.m. — Pass by my usual drive-through Starbucks. Running a bit late. Decide I can make it without caffeine today.

7:56 a.m. — Arrive at office. Spend a few minutes reviewing each of my in-boxes (six total). Respond to messages that have quick answers and prioritize my day.

8:00 a.m. — Laugh at self for thinking I could survive without caffeine. Grab a coworker and head to Starbucks. We are both named Emily and we both get iced coffee. That really throws the baristas off.

8:05 a.m. — “The other Emily” and I use the walk back from Starbucks to discuss a knowledge-sharing session my colleagues had yesterday that I missed due to a call with a potential member. I give her a heads-up that I need her help pulling a specific set of abstracts from a recent client meeting to add to the client website.

8:30 a.m. — Recurring calendar reminder: time to update a client’s member list in email marketing service site. This particular client has rolling membership renewals, so their member list is constantly changing. They use this service to send out weekly e-newsletters and upcoming webinar invitations, so it is vital that it is consistently up-to-date.

8:45 a.m. — Lynda will be in the office today. Write up a quick list of items to discuss with her, including an upcoming client Board meeting.

8:53 a.m. — Follow up with emails from members for a particular client regarding their membership directory listing. Make changes to the database if required.

9:30 a.m. — Come across a voicemail from last night for a client member who wants to renew their membership. The message is a bit hard to understand, so I spend a few minutes searching the database for partial phone numbers and names to see if I can figure out who this is.

9:35 a.m. — Find the company name and confirm the phone number. Review my notes from the renewal workbook. Oh, awesome! This was a company that previously told me they weren’t planning to renew their membership. My follow-ups had worked! *Pats self on the back*

9:36 a.m. — Pick up the phone to dial the member.

9:36:15 a.m. — Realize the company is in California, where it is only 7:36 a.m. Ugh. *Hang up phone and create myself a calendar reminder for 11a.m. to give them a call back.*

9:45 a.m. — Calendar reminder pops up to write AMPED blog. Already on that! *dismiss*

9:56 a.m. — Pop over to “the other Emily’s” office for her to show me how to find those abstracts. Turns out to be super simple. Spend the time originally dedicated to writing my blog to updating the client website. Web updates for this particular client aren’t typically in my job description, but I work closely with the volunteer leader who inquired about it and I know the person that would normally take care of this has a lot on her plate, so I don’t mind at all. (Reason #536 I love working at AMPED – we all do this sort of thing for each other.)

10:20 a.m. — Microsoft Word crashes. Luckily, both documents I had been working on saved.

10:25 a.m. — Website updates complete. It bothers me that previous entries on the page are inconsistent. Spend time cleaning up the format and notify volunteer leader that the page has been updated. Notice that one portion is completely missing. I assume the client will want it added in, so I send an email to a colleague to find missing info.

10:30 a.m. — Three email campaigns were scheduled to go out today to notify various groups for one of our clients about an upcoming webinar. Watch notification emails as they come in to make sure everything seems right. Notification emails end up in my clutter inbox. Give clutter a quick once-over to make sure there is nothing important.

10:33 a.m. — Review inboxes and respond where necessary. One question required a bit of research, so I spend a couple minutes searching through documentation for an answer. Not finding what I need. Send an email to the person who will have the answer.

10:41 a.m. — Office manager, Trisha, comes in to let me know that she ordered a Graze Box trial for the office. *Yay! We love snacks.* Speaking of snacks…

10:42 a.m. — Grab snack from fridge.

10:47 a.m. — Tony pops over to discuss a potential member for one of our clients and come up with a quick plan to keep them engaged.

10:54 a.m. — Jeanne asks me about award order for client Board member. Shoot. Should have filed original email in ”waiting for response” folder. Send reminder email to Executive Director to select the award.

10:56 a.m. — Process new member application and send email with invoice and payment instructions.

11:12 a.m. — Realize reminder had popped up to call member in CA from earlier. Dial number, but learn that contact is only in office on Monday and Friday. Get email address from secretary and send follow-up. Create reminder for me to follow up on Friday. Respond to other emails while in Outlook.

11:47 a.m. — Process continuing education reimbursement application for a client member. Members receive up to $50 reimbursement every two years, so I first check to make sure this particular member qualifies.

11:52 a.m. — *HR hat on.* Discuss staffing plans now that two of our interns are gone for the summer.

12:00 p.m. — Only halfway through the day? Hope people are still reading! Discuss onboarding/orientation plan for new volunteer leaders with outside Executive Director for one of our clients.

12:05 p.m. — Help Tony and Brittany prepare for meeting with a client partner member. Discuss 2017 sponsorship package, including membership, conference registration, marketing support, etc.

12:20 p.m. — Quick walk around the Square. Stop at local cheese shop to put together Wisconsin-themed gift basket for aforementioned partner member meeting. *These are the really rough parts of association management.*

12:40 p.m. — Catch up on emails while eating lunch. I normally try to eat outside on nice days like this, but I’m taking the afternoon off on Friday and want to keep things moving.

12:55 p.m. — Calendar reminder for member database training with new Latin America staff person for one of our clients. Pull up documentation, database and screen sharing software. Quickly finish lunch.

1:00 p.m. — Give high level overview of membership database to new Latin America staff. Thankfully I have all of the most common database procedures documented. Our cloud server allows me to share the documentation via a web link to ensure that our Latin American staff always has the most current version of the document.

2:15 p.m. — Reach out to account manager for VoIP service to follow up on a new phone order and inquire about headsets for some staff that share offices.

2:21 p.m. — Update membership and staff reports for upcoming client Board meeting. I’ve already had various staff members update their areas, so I just need to finalize my sections.

2:30 p.m. — Does it bother you when you ask someone two questions in an email and they only respond to one?

2:46 p.m. — Provide updated membership numbers to finance manager so she can update budget forecast for client.

2:48 p.m. — Receive answer to question from 10:33 a.m. Pass along response to member and quickly respond to other emails while in Outlook.

2:52 p.m. — The new member application I processed this morning has made payment online. Complete processing membership and send welcome kit.

2:55 p.m. — There’s someone with a megaphone yelling outside my window. It’s always something . . .

2:58 p.m. — Review graphic and member listing for publication in a client’s magazine. Doing so reminds me of some web updates to make. Create reminder to do so once I receive answers to a couple questions.

3:13 p.m. — Follow up with a few new client members for their logos and text for their listing on the website.

3:18 p.m. — *IT Person hat on.* Boot up former employee’s laptop to look for document. Not able to find it. Deliver bad news to colleague.

3:28 p.m. — Yep! I was right – the client asked about that missing portion of the website from 10:25 a.m. Good thing I’m already on it.

3:31 p.m. — *All hats on.* Catch up with Lynda: potential clients, potential employees, upcoming client Board meetings, client financials, life.

4:32 p.m. — Review inboxes. Someone requested a list from a recent client meeting, so I repurpose one that I already have rather than starting from scratch.

4:40 p.m. — I won’t get to a larger project that I had planned to work on this afternoon, so I move it to tomorrow’s calendar. One of our clients is implementing a complete Association Management System to replace several independent systems (event management, email marketing, abstract management, etc). Moving a client to a new database is a big project and takes lots of prep work, so I block off an hour or so on my calendar every couple days to chip away at it.

4:42 p.m. — There’s a line out my door since I’ve been away from my desk. Assist colleagues with a few questions regarding financials and where to find specific documentation.

4:53 p.m. — Prepare projects for intern to work on tomorrow.

4:59 p.m. — Check survey sent to a client board regarding their availability for an in-person meeting. Send reminder to members who have not responded.

5:01 p.m. — Review calendar and to-do list for the day to ensure there was nothing missed.

5:03 p.m. — Shut down laptop, lock up. Head home to my cute dog (and husband)!

5:06 p.m. — *IT hat back on!* I notice an email on my phone from a colleague who accidentally deleted a file. Unfortunately she hadn’t saved it at all yet, so I am unable to recover. Deliver the bad news.

5:50 p.m. — Send background information files on a potential client to a new employee. I can do this from my phone. *Cloud computing for the win!*

5:59 p.m. — Okay now I’m done working for the day. Heading in to the gym.

9:04 p.m. — Peek at inboxes on my phone one last time. I like to have an idea of what will be on my plate when I get in to the office tomorrow. I swear I’m done now.

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The first few months of the year always seem to be pretty busy at AMPED between membership renewals and client meetings in the spring. While we all tend to get caught up in emails, membership applications and the one-million-and one things on our to-do lists, it is important to remember that your colleagues are in the same boat. Here are a few things we do at AMPED to stay positive (and friendly... and sane) during the busiest times of the year.

Sheldon stress

Take screen breaks. Step away from your desk for a bit – even if it is simply getting up and making yourself a cup of coffee. A break from your screen will allow you a short mental pause, making it easier to re-focus on your to-do list. Swamped? Kill several birds with one stone: have a walking meeting with a coworker! You can chat face-to-face about what you normally would have sent several emails about, get some fresh air, and feel refreshed when you return.

Work collaboratively. Keep that “team player” attitude and remind yourself that you are all working toward the same goal: the success of your clients or organization. Be mindful of what is on everyone’s plate — priority A on your list is not likely priority A on someone else’s. Pitch in and see what you can do to help get it done. At AMPED, we have a staff meeting every Monday morning for exactly this reason — it’s important that we all understand what everyone’s priorities are for the week and what we can do as a team to ensure they happen.

One thing that I love about AMPED is the culture 
— we actually all enjoy working together!

Stay healthy. This one may seem odd in a workplace positivity list, but it’s so true. Not only does regular exercise reduce stress, it can also boost your productivity. Now you’re friendly and efficient. AMPED employees stay at the top of our game by practicing yoga, running, CrossFit, and karate. Fueling your body with the right foods is important, too, especially during those long days onsite at client meetings. We like to plan ahead and ensure our staff office is stocked with plenty of water and healthy snacks like nuts, fruit and granola.

See the future. Don’t let the things on your to-do list overwhelm you. Consider what all of those little items will add up to in the end. A high member retention rate? A successful client meeting? Think about how you will feel in those scenarios and let that motivation power you through.

Celebrate milestones. We’re really good at this one. Survived a busy meeting season? Staff lunch. Got membership renewals out the door? Happy hour! Made it to 10 am without accidentally deleting a file you’ve been working on? Go get yourself some Starbucks, girl!

One thing that I love about AMPED is the culture — we actually all enjoy working together! I think the fact that we all take time to do these things is a big contributor to that. What are your tips for “remaining human” during busy season?

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