Kellen 2023 Year in Review by KellenComm

Year in Review

www.kellencompany.com

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Reflecting on our milestones, challenges, and growth.

Year in Review 2023

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Contents Welcome to 2024

Letter from Kellen's CEO

Association Expertise & Specialties

Strategic Growth

Member Engagement, Retention & Acquisition

Advocacy & Awareness

Social Media & Digital

Non-Dues Revenue

Association Expertise & Specialized Resources

Thank You to All of Our 2023 Client Partners

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As we move ahead into this new year, we want to reflect on the accomplishments and celebrate all that our client partners have achieved over the last 12 months. Within this snapshot of our Year in Review, we invite you to draw inspiration, gain insights, and consider the possibilities for your organization in the upcoming year and beyond. Among many efforts to help our clients achieve their objectives, six main areas of focus emerged this year: 1. Strategic Planning & Organizational Growth 2. Engaging, Retaining and Acquiring New Members 3. Focusing on Advocacy & Awareness to Further Missions 4. Expanding Social and Digital Efforts 5. Driving Non-Dues Revenue Programs and Initiatives 6. Leveraging Association Expertise & Specialized Resources

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With 60 years of expertise, we understand the inherent challenges and conventional wisdom surrounding volunteer leadership, and we’ve made it our mission to help boards and organizational leaders create transformational change.

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Letter from Kellen's CEO Travis Rush

"Our work to position our clients as the strategic, recognized voice for the industries and professions you represent is some of the most rewarding work we do." − Travis Rush, Chief Executive Officer

Year in Review 2023

Dear Partners, As we reach the conclusion of the year, I am excited to share some of the great work our team at Kellen has accomplished and the progress made on behalf of your organization. We value our partnership with each of you and appreciate the opportunity to celebrate the work we’ve done together to move your missions forward. I hope that as you read through this Year in Review you will better understand the breadth and depth of services we offer. Even more, I hope you recognize the Kellen difference. While we provide efficient operations and effective governance management, we also leverage our team’s subject matter expertise, passion and creativity to deliver value surrounding the issues and services that matter most to you. We firmly believe that when we support clients through strategy, services, operations and issues, we will help you reach new heights.

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Our work to position our clients as the strategic, recognized voice for the industries and professions you represent is some of the most rewarding work we do. In the face of a rapidly evolving regulatory and legislative landscape, our dedication to anticipating and adapting has allowed us to not only weather the storms, but also to identify new opportunities for leadership and success. Nearly every one of your organizations is focused on member engagement and growth, as they are the lifeblood of any association. As you read on, you will discover the work we do to recruit new members and drive engagement through innovative programs, new technology, and strategic communications. You will also learn about our data-driven approach and how we leverage analytics to drive decision making and share results, for membership, events and advocacy.

We’re here to do something different, something better. We plan annual operational activities around strategic initiatives to ensure alignment with your needs and expectations. We know what success looks like, and so do you. By pooling our collective knowledge and talents, we create partnerships that unlock the talent, tools, and information needed to thrive. We are confident that by staying true to our values, embracing innovation, and adapting to our clients’ needs, we will not only navigate the challenges that lie ahead but continue to share successes with you. Thank you for your continued partnership and for the trust you place in all of us to support your organizations and your members. We are proud of the work we do day in and day out. I hope you enjoy seeing that in this Year in Review. Sincerely, Travis Rush Chief Executive Officer

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IT & WEB SERVICES

MEMBERSHIP SU PP O R T & D E V E LO PM E N T

PRO G R A M M A N AG E M E N T & O PE R AT I O N A L E XC E L L E N C E

E D U C AT I O N

CO N T E N T & E D I TO R I A L T EC H N I C A L WRITING

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C R E AT I V E DESIGN

MEMBER CO M M U N I C AT I O N S

S T R AT EG Y D E V E LO PM E N T & R E FI N E M E N T

B E S T PR AC T I C E S – W H AT WO R K S & W H AT D O E S N ’ T

GOV E R N M E N T A FFA I R S

FI N A N C E & ACCO U N T I N G

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"One of the greatest success stories of 2023 was working with ISPE (International Society for Pharmacoepidemiology) on their new 5 year strategic plan. Working side-by side with ISPE's Leadership and Kellen staff conducting across the globe interviews, focus groups, SWOT reviews and ultimately delivering an aligned strategic plan that all are excited will provide direction and focus for several years to come." − Neil Gottlieb, Executive Vice President, Association Management

For sustainable growth and engagement to occur, strategic objectives must align with your vision, mission, and financial state. This year, we developed and implemented strategic plans, conducted market research, evaluated the effectiveness of existing programs and initiatives, identified new opportunities for growth and expansion, and shared how to best leverage technology and digital strategies to reach a broader audience and achieve greater impact.

Year in Review 2023

In 2023, in collaboration with our Boards, Kellen conducted 80+ strategic planning sessions and leadership trainings. Each association has different areas of focus, but a common goal is focused on growing membership and developing a roadmap for effectively delivering strategic priorities. Kellen recommends a phased approach, which helps focus strategic goals over the years, developing a plan to grow and retain, and identifying key performance indicators to measure progress.

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Our Process

Customizing a planning and implementation process aimed at capturing the culture and ethos of the committee and organization.

stablish a partnership E with the aim to include multiple key voices.

Develop a system for tracking progress and measure success and non-success.

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Year in Review 2023

Conversations around member engagement were a focal effort this year. Kellen focused on engaging members with community, events, and valuable professional and personal development resources; acquiring new members through segmentation, value, and influence; and retaining members through gratitude, communication, and commitment.

Professional Development is a key component of nearly all our associations’ goals and strategic plans designed to engage current members and acquire new ones were implemented. The Kellen Team is intricately involved in creating and implementing educational programming for dozens of associations each year. In 2023, we saw:

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CLIENT MEETINGS ACCREDITED

ADDITIONAL ORGANIZATIONAL ACCREDITATIONS ACHIEVED

200+ 300

WEBINARS CONDUCTED AND MANAGED

500+

INDIVIDUALS CERTIFIED (NEW AND RENEWED)

600+

CONTINUING EDUCATION PROFILES CREATED

1,000+

PAGES OF NEW CONTENT DEVELOPED

EDUCATION CREDITS APPROVED

350+

NEW MODULES OF ONLINE EDUCATIONAL CONTENT GENERATED

500+

EXAM QUESTIONS REVIEWED AND CURATED

Expanding your member base goes beyond trying to reengage with lapsed members. There is a sea of prospective members who may not have heard of your organization, and the keys to reach them include timing, showing value, consistency in messaging and follow-through.

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What Did This Achieve? A 2023 Case Study... A Kellen client in the energy vertical wanted to expand its base of prospective members in both domestic and international markets. Previous cold outreach had limited success; warm, incoming leads were needed to increase the response rate and rate of potential new member conversion. A member wish list was leveraged and specific targeting criteria were applied to hone on an audience that was most likely to include qualified new members for the client. Kellen recommended a content marketing strategy to help attract qualified leads which was executed for three months. During this time, the content ads were delivered to users' feeds 450,000 times, and 450+ leads were obtained at an average cost of $7.30 per lead (CPL) — significantly lower than the LinkedIn full-platform average CPL of $40-$100. The volunteer membership committee and Kellen followed up with these leads and invited them to learn more

about the association. This resulted in increased awareness, invitations to individuals who were unaware of the benefits of the association, and growth in new members.

Technology Moves Forward and So Do Our Associations While every association has its unique goals and programs, all associations depend on technology to excel. Member databases and association management systems, automated processes, websites and more are integral to the success any association. The Kellen Team propels our clients forward, leveraging our relationships with vendors, and our experience in the field to execute your deliverables. In 2023, we transitioned eight associations to a new association management system, migrated a dozen websites to a new content management system, redesigned and enhanced nearly 20 association websites, and integrated more than a dozen onto new learning management systems, as well as client association management systems.

While ev has its un and prog associati on techn

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very association nique goals grams, all ions depend nology to excel.

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Year in Review 2023

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In 2023, the Kellen Team created powerful advocacy strategies, raised awareness for our clients’ initiatives, identified key stakeholders and established partnerships, developed messaging and communication plans, and organized events and campaigns that made a considerable impact. Our public affairs team works with trade groups and professional societies advocating across legislative, regulatory and rulemaking bodies at the state, federal and international levels. We represent the missions of more than 120 organizations around the world, working on specific pieces of legislation and long-term strategies for engaging government and regulatory stakeholders.

"Last year was successful for WIRES' organizational achievement. We advanced education advocacy efforts and skillfully executed the cadence of membership meetings thanks to the leadership of a passionate Executive Director and a dedicated team of client professionals." — Chris Krueger, Group Vice President, Public Affairs

Year in Review 2023

What Did This Achieve? A 2023 Case Study... A trade association in our food vertical encountered several media crises in 2023. In February, a study alleging negative health impacts of one of the industry’s products was published by a prominent journal. Kellen knew of and was prepared for the release of this new study in advance. Kellen’s team quickly got to work evaluating the study, handling media relations, updating

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members and providing them with recommended strategies. Specifically, our strategic communications team conducted media tracking, social listening, sentiment evaluation, and developed a landing page about the product, which provided one-stop information for stakeholders seeking information. The association’s statements were included in almost all the significant media coverage, which helped to positively impact most mainstream/trade media stories. Some of the coverage included: CNN, USA Today, Washington Post, Today.com, People, and Forbes. Our client was the only leading industry voice on this issue globally.

What Did This Achieve? A 2023 Case Study... This year the European Chemicals Agency (ECHA) proposed a major addition to the already rigorous REACH chemical safety assessment process: the addition of a mixture assessment factor (MAF) to every chemical in the registration database that would have been introduced in 2024. The Kellen Public Affairs team partnered with one

of our trade associations that would have been affected by this proposal. We highlighted that this rule would have a severe economic impact despite the lack of a scientific basis for the proposal. The association funded the presentation by a third-party scientist at a European industry research association workshop, presented a critique of the proposal at a European science conference, and published two scientific critiques of the MAF in its online journal. ECHA postponed plans to introduce the MAF in 2024. It is unknown if the proposal will be introduced at a later date.

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In order to support growth goals, we developed digital strategies more than ever before. In 2023, Kellen clients continued to see growth in their digital and social media both in presence and results.

"Warning: Increased Kellen-powered social and digital exposure may cause side effects like uncontrollable lead growth, brand obsession, and victory dances. The growth and awareness in membership, conference, and sales digitally was amazing. I can't wait to see what 2024 brings." − Kim Chhabria - Group Vice President, Shared Services

In 2023, Kellen clients: • Created 10,877 organic posts across all social platforms such as LinkedIn and Meta • Garnering 5,241,108 total impressions • To a total of 1,583,219 followers, an increase of 5.9% in 2023, or 62,496 followers • Invested $400,000 in digital ads on Google, LinkedIn and other platforms, resulting in 31,000,000 impressions.

What Did This Achieve? A 2023 Case Study... As part of a yearly investment in paid digital advertising, a campaign was launched promoting attendance of a client’s annual conference. Knowing that this association has a very engaged audience across digital platforms, the Kellen Team capitalized on new methods of reaching users, including Google Performance Max ads, and leveraged other tried-andtrue methods of digital advertising delivery, including LinkedIn ads.

Ads on LinkedIn directly influenced nearly 400 registrations for the conference, which resulted in over $300,000 of revenue — constituting an indirect return-on-ad-spend (ROAS) of 30,000%. Additionally, secondary revenue in the form of new members and certification applications was directly attributable to these ads, which led to just under $20,000 of revenue — constituting a direct returnon-ad-spend (ROAS) of over 1,200%.

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Measuring Favorable Outcomes: Google Analytics In 2022, Google announced it would phase out its website marketing and reporting tool Universal Analytics (UA) and replace it with a more user-privacy focused GA4. This mandatory transition took effect in July 2023. To keep clients’ marketing efforts modernized and to avoid lapses in data, the Kellen Team migrated all current clients over to GA4 from UA at no cost. A comprehensive audit was conducted on approximately 150 client websites that had an account in Google Analytics UA, which resulted in the migration of around 100 clients to GA4. Tracking codes for each of these clients were meticulously replaced and updated to ensure proper tracking into GA4 by Google’s deadline. Additionally, new tools offered by GA4 were implemented along with the migration, including enhanced measurement and custom reports.

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Diversifying revenue streams to help achieve financial sustainability was top of mind for many of our client partners this year. We identified new revenue streams, evaluated existing ones, developed and implemented new fundraising initiatives, created effective sponsorship packages, identified potential new funding mechanisms, managed relationships, created and marketed educational programs, and created memorable conferences.

Relationships are Key We value strong relationships and work to develop them with our clients. We leverage our relationships with sponsors, exhibitors, and our many vendors to bring exceptional value to our client partners. Understanding our clients is vital to making connections that benefit all our associations. In 2023, as one of our healthcare organizations strengthened its already influential relationship with a sponsor, our staff learned that the sponsor also serves the patient population that a different Kellen healthcare association serves. Making that connection and leveraging the existing relationship between Kellen staff and the sponsor led to a $40,000 grant for the newly identified organization.

Collaboration Kellen is fortunate to collaborate with hundreds of volunteer leaders who inspire our cross-functional teams. This enables us to create new connections and adapt strategies while tailoring them for the specific association’s needs.

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"During this past year, we have onboarded a number of clients that were new to Kellen and to the programs and services we offer. Being able to advance their missions, expand their member offerings, and enhance their position within industry, is the best part of my job." − Molly Alton Mullins, President, Association Management

What Did This Achieve? A 2023 Case Study... One of our largest trade associations had set an ambitious sales goal for 2023. This included exhibit and sponsorship sales for two conferences, advertising, and a certification program sponsorship. Kellen identified potential sponsors and exhibitors in the field through research and collaborating with board members. The sales team increased direct personalized outreach to past sponsors, exhibitors and prospects with scheduled and organized followup. The website was updated with lists

of participating organizations that the team also spotlighted in social media. The association’s overall sales goal was exceeded by 40% and topped its all-time sales record by 6.8%. Our digital team conducted live interviews and videos at the fall conference to increase the value for top-tier sponsors. The videos will also be used as testimonials for future events to increase attendance, awareness, and sponsorship sales.

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Our commitment lies in propelling associations toward success through strategic support and insightful management.

With a focus on fostering growth and sustainability, our association management and specialist teams understand the unique challenges that organizations face in today’s climate. Our approach is rooted in collaboration, providing tailored solutions, and sharing industryleading best practices.

Meetings – Rebounding in the post-COVID World As the world continued to recover in 2023 and nearly all of our events returned to in-person, Kellen clients benefited from our expertise and insights, leading to a successful year of networking, education and connection with industry peers.

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All told, Kellen North America accomplished so much:

NEARLY 100 MEETINGS AND CONFERENCES EXECUTED FROM START TO FINISH

NEARLY 1,500 EXHIBITORS

OVER 60,000 TOTAL HOTEL ROOM NIGHTS BOOKED

MORE THAN $15.5 MILLION IN TOTAL ROOM REVENUE BOOKED

IN 46 DIFFERENT CITIES, 30 DIFFERENT STATES, AND 4 DIFFERENT COUNTRIES

30,000+ ATTENDEES

MORE THAN 5,000 GALLONS OF COFFEE SERVED

$1.4 MILLION IN COMMISSION EARNED FOR KELLEN CLIENTS

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Even as many returned to normal, some of our client partners continue to be impacted by COVID. Travel restrictions and limited budgets continued to affect attendance at inperson meetings in 2022 and in early 2023. However, the Kellen Team helped these associations not just return to pre-pandemic levels of attendance, but in many cases, exceed it.

Success by the Numbers Many of our clients not only met, but exceeded conference revenue budgets, with one client achieving 142% of budgeted revenue – as it set a new record for conference attendance with more than 1,300 attendees and exhibitors, a nearly 20% increase. Another association partner beat its budgeted goal of 675 attendees by 27%, with 860 people in attendance.

On-site Engagement Not only does an in-person meeting provide the opportunity for members to meet, learn, and network, but it is also the perfect space to capture the moment.

Year in Review 2023

"One of the most gratifying moments this past year was the success of the Technical Meeting for the Association for Dressings and Sauces (ADS). The meeting had the highest attendance post-COVID, and the best overall speaker scores in several years thanks to the efforts of ADS' Executive Technical Board and staff." Jeannie Milewski, Senior Vice President, Association Management

Year in Review 2023

What Did This Achieve? A 2023 Case Study...

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Two sister societies in the transportation vertical wanted increased awareness, high excitement and more followers from their annual global event, which attracts 3,200 attendees — something that would be engaging to attendees, which is an audience comprised of vendors who serve the industry, technologies, CEOs and more. Kellen conducted 26 video interviews as part of live social media coverage with both associations’ leadership - including Board members, attendees, and key exhibitors and sponsors, which resulted in 10,801 views. Our live onsite social media coverage led to:

140,000+ impressions (increase of 1,300% from the week before)

7,000+ engagements (increase of 1,800% from week before)

3,500+ link clicks (increase of 3,700% from week before)

An engagement rate of 4.9% (increase of 34% from week before)

387 received messages (increase of 800% from week before)

1,158 new followers (increase of 1,400% from week before and total increase in followers by 4%)

845 website users (increase of 150% from week before)

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Creativity That Gets Results In 2023, the Kellen team designed hundreds of engaging visuals that support our associations’ goals. Conference designs, website designs and redesigns, signs, videos, ads both print and digital, logos and rebranding projects, are just some of the ways that Kellen Creative made an impact on our clients’ successes. This year our team delivered:

"Kellen’s design team had a great year! We changed the face of many of our clients with newly designed websites, rebrands and video projects. With over 450 creative projects in 2023, we’re ramping up for an even bigger 2024!" − Jason Carlbom - Senior Director, Design

450+

CREATIVE PROJECTS

125+

EVENT-RELATED PROJECTS

25+

MAGAZINES AND NEWSLETTERS

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Thank you to all of our 2023 client partners American Academy of Oral Systemic Health

Healthcare Nutrition Council

Plastic Glazing Coalition

American Academy of Physiological Medicine and Dentistr y

International Academy of Oral Medicine & Toxicology

Pressure Sensitive Tape Council

American College of Healthcare Architects

International Copper Association

Roof Coating Manufacturers Association

Academy of Consultation-Liaison Psychiatr y

International Door Association

Reachcentum (REACH)

American Dental Assistants Association

International Down and Feather Bureau

Society for Adolescent Health and Medicine

Association for Dressings and Sauces

International Food Additives Council

Society of American Travel Writers

Attachments Energy Rating Council

International Flight Ser vices Association

Security Hardware Distributors Association

American Group Psychotherapy Association

International Interior Design Association, NY Chapter

Society for Maintenance and Reliability Professionals

Association of Healthcare Internal Auditors

International Stevia Council

Special Operations Medical Association

American Institute of Chemical Engineers

International Sealing Distribution Association

Society for Radiation Oncology Administrators

Alliance for Meat, Poultr y and Seafood Innovation

International Society for Pharmacoepidemiology

Savor y Taste Alliance

American Medical Rehabilitation Providers Association

International Society for Traumatic Stress Studies

TARCO

Association of Oncology Social Work

Juice Products Association

Transpor tation Lawyers Association

Airline Passenger Experience Association

National Association of EMS Physicians

Thermostat Recycling Corporation

American Society of Clinical Hypnosis

The Association for Hose & Hose Accessories Distribution

Unified Carrier Registration Plan

Builders Hardware Manufacturers Association

National Association of Printing Ink Manufacturers

The Vinegar Institute

Calorie Control Council

National Association for Sur face Finishing

Window Covering Manufacturers Association

Copper Development Association

National Candle Association

Window Covering Safety Council

Council for L AB/L AS Environmental Research

National Electrical Manufacturers Association

Wholesale Florist & Florist Supplier Association

The Center for Hydrogen Safety

National Pasta Association

WIRES, LLC

Composite Lumber Manufacturer Association

National Pecan Shellers Association

Extruded Polystyrene Foam Association

Control Systems Integrators Association

New York Society of Association Executives

Association of Yacht Sales Professionals

Fund for Access to Inpatient Rehabilitation

Professional Electrical Apparatus Recyclers League

Home Fashion Products Association

Pediatric Endocrinology Nursing Society PET Resin Association

Everyone at Kellen looks forward to continuing to work with our clients to achieve their goals and reach new levels of organizational success. Email kelleninfo@kellencompany.com to learn more.