As we focus on our core goals of content, finances and membership, we are taking the best of what has worked in the past and introducing new and perhaps transformative approaches for the future. We have talked previously about our core goal of content and how we are proactively acquiring top content for meetings and publications like the Bulletin.
This month, let’s drill deeper on new approaches to other key goals.
Finance Matters
Your Executive Committee is working hard to improve the long-term sustainability of AAPG.
AAPG has cut costs by about $700,000 for FY 2018 compared to FY 2017. This includes substantial reduction of travel by staff and professionals by about 45 percent and tough, strategic choices on programs (particularly by AAPG Treasurer Marty Hewitt). We are seeking to be efficient and impactful and to focus on core member priorities. We are doing more with less, as is required for our Association to have long-term sustainable programs.
But as I also like to say, “You can’t save your way to prosperity without investing in the future.”
AAPG is working in innovative ways to significantly increase revenue with our intellectual content. We are forming corporate alliances to enhance AAPG’s technical relevance and financial profitability. These initiatives will be rolled out in the months ahead with potential for recurring six-figure income to AAPG.
Strategic industry alliance models will be singularly transformative for raising revenues.
For example, AAPG is working with industry groups that can help AAPG deliver our geoscience and technical content using their existing and well-connected distribution platforms. One example is the co-sponsored AAPG-IHSMarkit Global Super Basin Conference in March 27-29, 2018 in Houston. Thanks to support by Daniel Yergin, promotion of the conference at CERA Week in March will help an entirely new AAPG “quick to market” program on the world’s largest petroleum basins.
Commercial Value Can Drive Membership
AAPG currently has about 30,000 members, but much larger number of customers totaling about 70,000 people who use AAPG products, services, publications and meetings. We say that AAPG’s goal is to be indispensable to the petroleum industry — our products and services must reflect this and so must our marketing. AAPG needs to focus on better products and services and must communicate those opportunities to the entire petroleum industry, not just our members. And by serving this broader market AAPG increases its revenue, allowing it to improve its core products and services and ultimately attract new members to AAPG. It starts by providing value. Thus, Members and customers are both vital to AAPG’s success.
Membership Engagement
AAPG is reinventing its approach to recruiting and retaining members. This year, the Executive Committee approved the House of Delegates, the voice of the membership, to make it a specific focus. In addition, as a new initiative, we are producing video vignettes that show customers and potential members that AAPG has something for each of us.
Joining AAPG 37 years ago was the best career decision I ever made. Over the years, I have had countless conversations with members of all ages. I value these conversations, personal experience and the experience of Vicki Bieghle, AAPG Administration team lead, and her 20-year history with AAPG membership. Drawing on the above, here is a perspective of the core demographics of the AAPG.
Students are motivated to solve problems, make society better, help people, use technology and to be a part of successful integrated teams. They are cause-driven and seek adventure. Students are looking to apply their geoscience knowledge to meaningful work, enter industry or academia, and to take root. AAPG is your great adventure!
Young professionals and early to mid-career professionals are working to build technical knowledge and experience. They seek to apply their geoscience knowledge, build professional networks and develop leadership skills. AAPG is your source to build technical knowledge and professional skills.
Mid to late-career professionals (“the Boomers”) have highly relevant technical knowledge and professional experience. They can apply both knowledge and experience to senior leadership, education outreach, and/or mentoring. AAPG can augment your career with leadership, outreach and mentoring.
Semi-retired and retired professionals have extensive career histories and experience and want to stay active. They understand the positive benefits of being technically engaged and socially connected. AAPG is the connection to your legacy projects and lifelong industry alumni.
Our membership connection goal is to interview AAPG members from each of these demographic groups to show how AAPG matters to all of us. Being part of something bigger than ourselves is so important in all of our lives.
For each of us, there are reasons to belong to AAPG. Yes, we offer programs and world-class conventions. We offer science. We offer connections, contacts and a world of business and professional opportunities. But we also offer even more — namely, the opportunity for geoscientists around the world to be part of a glorious past as well as the pride of being part of the world’s greatest collection of earth scientists.
Watch for these video testimonials — and, who knows, maybe others made by you! — in early 2018. We all have a story to tell.