How to Boost Member Engagement For Your Association
2023-01-17 11:00 - 12:00 (America/New_York) | https://zoom.us/j/94910622708
COURSE DESCRIPTION:
Are your members truly engaged? Typical measures of engagement – such as email open and click-through metrics, social media interactions and website visits – are indicators of general activity, and not necessarily true member engagement. Real engagement happens when members get to use their voices, early and often! It’s time to level up your member interactions throughout the year by making your engagement about the member (and not their passive data).

LEARNING OBJECTIVES:

Understand the connection between member insights (what the association knows about its members) and member engagement (action, attention and long-term commitment).
Consider a more frequent use of the Voice of the Member as a key indicator of engagement for their association.
Evaluate their current technology stack for member listening capabilities.

W366: Building Member Value in a Post Pandemic World
2023-01-17 13:00 - 14:00 | https://zoom.us/j/95605387837
COURSE DESCRIPTION:
Join Pete Zimek, CEO of Novi AMS for a deep dive into how the pandemic has affected our organizations… and how associations are emerging from the pandemic to serve members in smarter, leaner, and more mission-focused ways. We’ll start with an examination of membership trends and finish with a group discussion of the paradigm shifts needed to create the future.

LEARNING OBJECTIVES:

Identify the leadership traits that served their organizations well during the pandemic and how they may continue to spark innovation moving forward.
Think more creatively and more intentionally when developing everyday member outreach programs.
Recenter members and membership staff on the “why” of the organization.

Important Steps to Take for a Smooth CRM Implementation Proccess
2023-01-18 13:00 - 14:00 | https://zoom.us/j/96586241017
COURSE DESCRIPTION:
In this session, you will learn the top 10 reasons why customer relationship strategies, and the technology that supports them, often fail to meet expectations. Technology like “CRM” is often implemented misaligned with customer acquisition, retention, and advocacy business objectives, In this session, Chuck and JC share the primary reasons for this misalignment and offer recommendations for reducing digital friction and increasing congruency with revenue goals. You will learn about the importance of expectation management and identifying core business objectives for technology and innovation and the importance of human-centered design thinking in CRM engagements. This session also offers practical advice for organizations experiencing low adoption of CRM technology and companies that need to get CRM strategy and technology right.

LEARNING OBJECTIVES:

Identify the top 10 reasons why CRM efforts fail.
Learn how to align stakeholders with the vision of CRM and Rev Ops (revenue operations) success.
Gain a better understanding of the practices that help align expectations and increase Customer Relationship Management Adoption.

Best Practices for Microsoft Dynamics 365 Data Migration
2023-01-19 13:00 - 14:00 | https://zoom.us/j/93046009950
COURSE DESCRIPTION:
When it’s time to move from your old ERP or accounting system to Microsoft Dynamics 365, don’t be a digital hoarder. Contrary to popular belief, you do not need every last byte of historical data from your old system to work effectively. Join us as we go over best practices for data migration so you can be strategic and save your organization a lot of time, effort and money!

LEARNING OBJECTIVES:

Which areas of historical data should you migrate during an implementation?
How much historical data should you migrate?
At what point(s) in the implementation should you migrate historical data?
What happens to the data that didn’t make the cut?

W325: Think Outside the AMS
2023-01-24 11:00 - 12:00 | https://zoom.us/j/93574500744
COURSE DESCRIPTION:
This course is designed to introduce attendees to a rapidly evolving shift in how associations build their IT ecosystems to best support their mission and their members. We will explore various approaches, grasp key concepts, and examine practical examples of how various commercial off the shelf systems can talk to each other, exchange information, and work together, with minimal technical expertise and headaches on your part.

LEARNING OBJECTIVES:

Explore different AMS paradigms: Swiss army knife vs a box of specialized tools.
Learn about different systems integrations approaches, why you need them, and what they do best.
Explore some practical examples of integrations.

W351: Long-lasting Change and Impact through the Power of Association Meetings
2023-01-25 13:00 - 14:00 | https://zoom.us/j/91827528010
COURSE DESCRIPTION:
Now is the time to take the next step in elevating the Power of associations by leaving long-lasting impacts in destinations through their meetings. Whether we are talking about creating public awareness for a societal or health issue, changing policies with local governments and policy makers or knowledge exchange and transfer in the association’s field of expertise, our meetings can be the driver of change in local communities. Join us for an inspirational journey of discovery what some of the pioneers in creating intentional legacies have done to date!

LEARNING OBJECTIVES:

Learn what some of the pioneers in creating intentional legacies have done to date.
Learn the next step in elevating the Power of associations by leaving long-lasting impacts in destinations through their meetings.
Learn how our meetings can be the driver of change in local communities when it comes to creating public awareness for a societal or health issue, changing policies with local governments and policy makers or knowledge exchange and transfer in the association’s field of expertise.

The Impact of the Pandemic on Future Taxes
2023-01-26 11:00 - 12:00 | https://zoom.us/j/94220922170
COURSE DESCRIPTION:
States have long relied on tax revenues to fuel their budgets. Those revenues were unexpectedly stretched thin in 2020 when the government shut down large parts of the economy to stop the spread of COVID-19. While many state budgets have fared better since then, state leaders have been closely examining existing tax policies and considering changes to mitigate any shortfalls.
To better understand the fiscal situation in each state and the state policies under consideration, Urban-Brookings Tax Policy Center, funded by Avalara, conducted a survey of state government officials. Watch this on-demand webinar to hear tax policy experts from these two organizations reveal key takeaways from the survey, including a detailed look at revenue growth (or decline) by state and an overview of the potential shifts in tax policy that may impact your business.

LEARNING OBJECTIVES:

Learn state-by-state revenue trends during the pandemic, and future forecasts
Learn state policy considerations for fiscal year 2022
Learn plans for general sales and excise tax base changes
Learn consumption patterns during the pandemic
Learn changes that may be in store for economic nexus laws and the taxation of online purchases

Data Driven Story Telling: Using Data to Tell Your Story
2023-01-26 13:00 - 14:00 | https://zoom.us/j/95074310790
COURSE DESCRIPTION:
Data storytelling is hard, but you can be the hero the next time you need to present information in a compelling way. Data storytelling is the second half of analytics. It cuts through the noise of competing information by highlighting what is important. By understanding audience needs and basic human psychology, data storytelling can assist the audience in quickly comprehending complex ideas and information. The result, the audience spends more time listening to your story and less time trying to figure out what the chart/graph is supposed to represent. Moreover, these techniques do not require fancy software or programs; they can be created through most standard business software programs (like PowerPoint and Excel).

LEARNING OBJECTIVES:

Learn how to create visually compelling charts/graphs that aid in telling your data story.
Learn how to stop thinking like a robot when it comes to presenting data.
Learn how “preattentive attributes” can preload your message into your audience’s brain and get them ready to hear your message.
Learn how thinking like a designer will convey your message quickly without distraction, resulting in faster audience comprehension.
Learn how to be the HERO in your data story.

Breakfast Club Panel: Imposter Syndrome and the Glass Ceiling
2023-01-30 09:00 - 10:00 | https://zoom.us/j/98941841850
Description:
Join UST’s Breakfast Club Discussion where the ladies of UST, along with special guests from time to time, discuss various topics in the workplace. Be prepared for shenanigans, lots of caffeine, breakfast (obviously), fantastic discussion on a variety of topics, a healthy dose of sarcasm, positivity, encouragement, and really just about anything…
Does Imposter Syndrome cause us to create our type of glass ceiling?
Imposter Syndrome is a real phenomenon, felt by many women in the workplace. It is defined as an internal experience of believing that one’s accomplishments are not genuine or earned but instead they were attributed to luck or external validation abilities. Join this event and gain insights on how it affects working women, learn about tools and strategies for overcoming it, and connect with other working professionals who share the same struggle.
Let’s talk about it ! Through a lively and fun group discussion, we will discuss concrete tips & techniques to challenge those harmful inner voices so that you can succeed in your professional career goals, share personal stories or examples, and just have fun.

No CE credits
Not Recorded

Non Profit Value Proposition: Pricing Strategies to Consider
2023-01-31 11:00 - 12:00 | https://zoom.us/j/98440157191
COURSE DESCRIPTION:
We will discuss driving revenue and creating value utilizing in-house BD staff who have a “for profit” mentality within the non-profit space.

LEARNING OBJECTIVES:

Learn why it’s important to have dedicated BD staff.
Learn how you can create value that drives sales through BD .
Learn tactics to create an environment that motivates sales staff.
Learn how creating a culture where mission- and money-driven staff cohesively work together.

How to Grow Association Membership | Expert Tips
2023-01-31 13:00 - 14:00 | https://zoom.us/j/98700400060
COURSE DESCRIPTION:
Many associations were hit hard over the last few years, and membership has declined. The best associations are flat or growing marginally. Learn how to grow and retain members better by understanding their needs one member at a time by utilizing the conversational engagement approach of ASK, CAPTURE, ACT.

LEARNING OBJECTIVES:

Learn how to engage members at the individual level
Learn how to acquire and retain members at a higher rate
Learn how to match member needs with your member benefits

W391: The Power of Zapier
2023-02-01 11:00 - 12:00 | https://zoom.us/j/98546259649
COURSE DESCRIPTION:
Learn how to leverage an automation platform to enhance member communications, supercharge lead management with Artificial Intelligence, robotize to replace the work of repetitive manual tasks, and integrate disparate systems without any custom programming, streamline reporting & analytics. In this course we will demonstrate how you can put Zapier to use in your organization TODAY; it’s easy to use, extremely powerful, and budget friendly.

LEARNING OBJECTIVES:

Understand how the Zapier automation platform works.
Explore how your automation visions can become reality – combining best of breed web apps into consolidated workflows.
Rethink how you can take a simple task like entering in data to a spreadsheet or database and automate it.
Learn how to plan for your implementations of automations and find connection points between apps within your organization’s routine processes.

W353: A Song for the Unsung: Leadership at any Level
2023-02-01 13:00 - 14:00 | https://zoom.us/j/94096965364
COURSE DESCRIPTION:
There’s an association hero in each of us at every level of our career journey. Using the fundamentals of Courageous Leadership: Authenticity, Resilience, Emotional Intelligence, Self-Discipline, and Commitment to Purpose, you will learn how to find you own power to be change agents as well as coaches, mentors, and allies to empower others. Hear from a knowledgeable panel representing various career stages as they share their lessons learned and suggestions to address obstacles and opportunities. You will be inspired to commit to lifelong learning, community collaboration, and strategic thinking habits to become the hero of your own association story.

LEARNING OBJECTIVES:

Learn how to find you own power to be change agents as well as coaches, mentors, and allies to empower others.
Learn from a knowledgeable panel representing various career stages as they share their lessons learned and suggestions to address obstacles and opportunities.
Learn how to commit to lifelong learning, community collaboration, and strategic thinking habits to become the hero of your own association story.

Are You Safeguarding Your Organization? Guide To Fraud Prevention & Detection
2023-02-02 11:00 - 12:00 | https://zoom.us/j/97965764757
COURSE DESCRIPTION:

In this course, you will learn how Associations can identify sources of fraud and how to limit your exposure to fraud.

LEARNING OBJECTIVES:

Learn how to reduce the likelihood of internal fraud.
Learn about best practices to implement for fraud prevention
Learn how to probe weaknesses that leave you vulnerable to bad actors

Data Breach Risk Assesment: Key Factors to Consider
2023-02-02 13:00 - 14:00 | https://zoom.us/j/92955806606
COURSE DESCRIPTION:
What constitutes a data breach? No one organization can prevent itself from experiencing a data breach incident. Having an annually updated response and recovery plan will help your organization successfully manage a data breach incident. Regulatory requirements including the 50 state breach notification laws, the FTC Red Flags Rule, the HIPAA HITECH data breach requirements, the PCI Data Security Standards, and the COPPA (Children’s Online Privacy Protection Act). Data breach risk management recommendations for affected individuals including employees and customers. Join us to learn more about data breach response and best practices.

LEARNING OBJECTIVES:

Discover the three key data breach risk factors.
Gain an understanding of data breach risk management assessments.
Learn data breach response best practices.

Newsletter Best Practices: Expert Tips on Engaging Newsletters
2023-02-07 11:00 - 12:00 | https://zoom.us/j/99009547861
COURSE DESCRIPTION:
Association newsletter are one of the most beneficial pieces to your industry, especially for members and prospects to stay up to date on events, advocacy, continuing education, and more. Email marketing continues to produce the highest ROI among all marketing channels, so it’s pertinent that your newsletter stays top of mind to your readership.

LEARNING OBJECTIVES:

Learn the do’s and don’ts when it comes to your email communication pieces.
Learn how to determine if your data needs to be cleaned, and what to look out for in your bounce report.
Learn how to use your email communications to your advantage with personalization, surveys and more.

W390: LEADERSHIP & LEARNING SERIES: Leadership Lessons from Martial Arts
2023-02-07 13:00 - 14:00 | https://zoom.us/j/98489319079
COURSE DESCRIPTION:
The martial arts teach discipline, respect and technique. What can they teach us about leadership? Quite a lot.
In this session, Joanna Pineda, CEO & Chief Troublemaker of Matrix Group International, will share five leadership lessons that she’s learned from studying two martial arts (TaeKwonDo and HapKiDo): When it’s important to trade your black belt for a white belt. How to take a punch. How to lead and how to follow. Always define the next level of achievement (the next belt). Sometimes, you just have to “do something.”

LEARNING OBJECTIVES:

Learn why it’s useful to think of your staff as students with different degrees of skill levels (belts).
Learn how to have a conversation with a staff member who needs to switch jobs or seriously upgrade their skills (change to a new martial art).
Learn how to teach your staff that they can be and should be leaders and followers at the same time.

Important Cybersecurity Questions to Ask Your IT Team
2023-02-08 11:00 - 12:00 | https://zoom.us/j/98614262537
COURSE DESCRIPTION:
The threats, risks, and potential solutions within cybersecurity are changing faster than any other area of technology. As critical as this topic is for an organization’s future and brand reputation, it is one of the least understood by organization leaders. This webinar cuts through the tech-talk and explains the must-know facts about cybersecurity risks, what leaders need to understand, what questions to ask, and how to ensure your IT team is headed in the right direction at an adequate pace.

LEARNING OBJECTIVES:

What’s driving this surge in cybersecurity incidents?
Is phishing really that big of a risk and is training that important?
Does AI have anything to do with cyber risk?
How can I understand if our IT team is doing the right thing?
How do I know if we’re doing enough?

Latest AI Marketing Trends: Cutting Edge Tools & Strategies
2023-02-09 11:00 - 12:00 | https://zoom.us/j/99153128853
COURSE DESCRIPTION:
Are you a marketer who is ready to infuse AI into your organization’s strategy and infuse next-generation tech? Are you thinking about implementing AI but have no idea where to start? In this session, participants will learn about low lift, low cost AI tools they can begin experimenting with right away at their organizations, which are specific to the marketing, membership, and communications functions. The session will include information centered around AI marketing tools, including: SEO / search optimization tools that use NLP for semantic-powered inline optimization as well as search volume recommendations; email tools that leverage AI for content recommendation and send time optimization; content generation and inline editing tools; image and other content generation tools; and AI-powered audio editing tools.

LEARNING OBJECTIVES:

Gain an overview of the current Marketing Artificial Intelligence landscape.
Learn marketing Artificial Intelligence tools you can begin using right now to optimize your marketing strategy.
Learn how to embark upon easy Marketing Artificial Intelligence experiments and use Marketing AI to enhance your processes and make workflows less time consuming.

What is Credit Card Processing | Best Practices
2023-02-09 13:00 - 14:00 | https://zoom.us/j/98557415641
COURSE DESCRIPTION:

Credit card processing or Merchant Services is widely used by businesses and nonprofit organizations. One can hardly image today going through life without being able to purchase goods and services without using a credit card.

In spite of its ubiquitousness in commerce, there are a lot of things that organizations are not being told about credit card processing (aka Merchant Services). If you know some important things that you are NOT being told today by your service provider (or in the general media), you would have greater opportunities for data security, cost savings, and process improvements (i.e., eliminating manual processes).

LEARNING OBJECTIVES:

Learn about 4 important payment trends which emerged from the pandemic.
Learn two key changes you should make in 2022 with your payment and credit card collection practices.
Understand Credit card fees — what you are NOT being told and why that is costing your organization money.
Learn alternatives to credit card collections — the ecosystem that supports Visa/MasterCard and AMEX definitely don’t want you to know this.
Learn PCI compliance and security issues for 2022 — why are you not aware of this.
Learn how to do an RFP for Merchant Services — an outline that you can use today.

Technology Ecosystems: Navigating Tools in Your Association
2023-02-14 13:00 - 14:00 | https://zoom.us/j/94969742783
COURSE DESCRIPTION:
Like the dating industry, an association technology ecosystem offers a wide range of options and diverse personalities. One major challenge faced by both is inadequate communication. Establishing compatibility is crucial. This webinar will delve into the steps necessary to achieve harmony among various association technology systems and provide value to members that will foster long-lasting love.

LEARNING OBJECTIVES:

Being Purposeful with your Data – What to capture? When and how to ask? How many people are you losing because you’re asking for too much? What is required and not?
Compatibility Requires a Shared Language – Are you speaking the same language and using the same terminology across systems and the keys to a unified taxonomy?
Use Data to Drive Desired Activities – Starting with the end in mind. What do you need to do to personalize the member experience across channels?

Understanding Economic Trends in Business | Key Insights
2023-02-15 11:00 - 12:00 | https://zoom.us/j/92966735066
COURSE DESCRIPTION:
In the midst of volatility, inflation, rising interest rates, and many other economic factors, the economy looks to be heading south quickly. At least that’s what we’re hearing – but what does the data say? In this session we’ll take a look at real economic data that will help give us a clearer picture of what to expect in the economy. We’ll then turn toward strategies to overcome these coming obstacles.

LEARNING OBJECTIVES:

Understand data-driven economic trends
Learn what economists are forecasting for the remainder of this year
Develop strategies to overcome coming economic challenges

Effective Member Relationship Management Strategies
2023-02-15 13:00 - 14:00 | https://zoom.us/j/93132673657
COURSE DESCRIPTION:
You might not have thought about membership like this before: you’re in a relationship with each of your members! After you have DTR’d (Defined the Relationship, a.k.a. they join), that’s when the effort begins. To have a successful relationship, you have to learn more about one another, discover likes and dislikes, and deliver accordingly.

LEARNING OBJECTIVES:

Techniques for Listening to members throughout the member lifecycle.
How to shift your association’s approach to be more Open-minded when it comes to member input and feedback.
Opportunities to demonstrate Value at unique communication touch points during the year.
How making it about your partner (the member), and not you (the association), results in long-term Engagement and dedication to your organization.

Video Campaign Examples: What Are The Best Practices?
2023-02-16 11:00 - 12:00 | https://zoom.us/j/97978140595
COURSE DESCRIPTION:
Video is totally dominating today, so it’s no surprise that leadership is asking about your plans to incorporate more video into your strategy. But all video is not created equal. Short-form video is consistently ranked as the top ROI-driver by marketers. To acquire and retain your membership and drive non-dues revenue, you need to include member-driven video in your strategy.

Using video best practices and real-world examples from associations who are already putting these ideas into action, Chad Alger-Hardt, VP of Marketing at Gather Voices and Kaitlan Arndt, Associate Director of Marketing at Gather Voices, will guide association leaders through the process of building an accessible, inclusive and scalable member-driven video strategy. All attendees will walk away with an actionable workbook to bring their video strategies to life.

LEARNING OBJECTIVES:

Summarize the process of planning, executing, and optimizing member-generated video campaigns to achieve revenue-based outcomes.
Assess the organization’s current campaigns to identify areas of opportunity to include more diverse voices and perspectives.
Design an actionable strategic plan for creating and distributing member-driven video content.

What You Need To Know About Using a Microsoft CRM System
2023-02-21 11:00 - 12:00 | https://zoom.us/j/96701586506
COURSE DESCRIPTION:
There are a lot of high-powered CRM packages on the market, and the failure rate of CRM implementations is huge. If you already use Microsoft D365 Business Central and you are looking for a CRM solution, this session gives you an overview of functional you already own. Rather than purchase licenses for another product that has to be integrated into Business Central why not start with what you have and decide if you need more later?

Welcome to Relationship Management CLICK HERE!

LEARNING OBJECTIVES:

– Understanding that there is CRM functionality in Business Central
– Understanding the difference between Customers and Contacts in Business Central
– Identifying the functionality in Relationship Management
– Diving into some of the key functional areas of Relationship Management
– Providing an overview of remote access for the Sales Staff via Outlook

How to Stop Data Entry With Microsoft AI Copilot
2023-02-21 13:00 - 14:00 | https://zoom.us/j/99612389634
COURSE DESCRIPTION:
Cost control, budgeting, sales analysis, food cost formulas, and pricing goods are critical elements for success in any hospitality or culinary business. Food & Beverage managers need the right tools to keep track of sales and costs, create systems for monitoring current activities, and forecast future costs in an ever-evolving environment where labor and transportation costs are changing at dizzying speeds.
This webinar will explore some of the Microsoft solutions that can be tailored to your organizational needs to assist you in making timely and educated business decisions that help ensure your profitability – and give you a competitive edge.

LEARNING OBJECTIVES:

Create an expense report using different methods
Configure expense settings to meet business requirements
Review reporting options for managing various approvals and integrations
Apply Expenses best practices

How to Save Money On Your Azure Cloud Migration Project
2023-02-22 15:00 - 16:00 | https://zoom.us/j/99786467440
COURSE DESCRIPTION:

Migration is difficult and expensive, but it doesn’t have to be! Customers are looking for a way to move from their on-premise system to the cloud, without breaking the bank. In this webinar, eOne Solutions will be giving you the 10,000 foot view of migrating, and the options you have at your disposal. We will be discussing:

LEARNING OBJECTIVES:

Moving your data in a cost-efficient manner
Comparing the Price of Integration & Migration
Using the Azure Data Lake

Data Informed Decision Making | Learn From the Experts
2023-02-23 13:00 - 14:00 | https://zoom.us/j/92312513155
COURSE DESCRIPTION:
Association execs consume – and produce – a lot of research in our day-to-day work, but most of us don’t have formal training in research. A lot of the language of research programs– p-values and confidence intervals and margins of error – can be pretty jargony, and some of the concepts behind what makes for good (or less good) research can be challenging for people who haven’t had the opportunity to take a graduate level methods course.
How can you be sure that the research you’re using or sponsoring is giving you the insight you need to make good decisions? How can you protect your association’s reputation as a trusted source of unbiased information for the profession or industry you serve?
Join Elizabeth Engel and Polly Karpowicz for a webinar based on their recently-released whitepaper, where they will share a plain-language review of key concepts and approaches in consuming and sponsoring research so you don’t have to “beware” and can be confident that you’re setting yourself, your association, your members and other stakeholders, and the people in the profession or industry your association serves up for success in making data-informed decisions that will allow you to achieve your most important goals and solve your most pressing problems.

LEARNING OBJECTIVES:

Participants will develop a working knowledge of key concepts in defining research questions, choosing data collection methods, designing research instruments, collecting data, and interpreting and reporting results.
Participants will learn about the types of methodological bias that can creep into research projects and the steps they can take to ameliorate them.
Participants will hear case studies of associations running efficient, effective research programs.

Choosing The Right Software For Your Business
2023-02-28 11:00 - 12:00 | https://zoom.us/j/99090490751
COURSE DESCRIPTION:
Are you planning on replacing any software at your association? Are you experiencing buyer’s remorse over the software you’ve chosen? If so, you must attend this webinar, where we discuss the complexity of selecting a new software vendor. Working with so many vendors in the space, we’ve developed a fool-proof plan for how to plan for the vendor selection process, what questions to ask in the interview process and finally, how to interpret the answers. Nothing is ever perfect, but our approach can help increase the chances of a successful implementation.

LEARNING OBJECTIVES:

Gain confidence in developing the plan for kicking off the search for new software.
Learn the questions to ask a vendor and how to interpret the results.
Learn the common pitfalls to avoid during the interview and selection process.

Tips to Creating a Culture of Feedback in Your Workplace
2023-02-28 13:00 - 14:00 | https://zoom.us/j/98845973335
COURSE DESCRIPTION:
Unless we seek reflections on our work and performance, how can any of us truly recognize potential opportunities to refine, invest, and grow? Participants can expect a collaborative and engaging discussion about feedback — starting with a challenge they’re currently facing and would like to process through a simple, but effective four-part feedback model. In addition to introducing each of the four steps, we’ll process in real time a participant example for further clarity of how to use the feedback model in the workplace. Participants will leave with a feedback model job aid, as well as specific recommendations for actions to take pre- and post-feedback for maximum effectiveness.

LEARNING OBJECTIVES:

– Examine the challenges most often associated with giving/receiving feedback
– Deconstruct each of the four steps of the feedback model with a participant example
– Discuss specific pre- and post-feedback recommendations for maximum effectiveness
