Six Tips for a Successful Association Seminar Program by Bill Gilbert

Seminars and workshops are a great tool to provide value added benefits to association membership. They are a visible service. They help members enhance their skills and abilities. They are a potential source of revenue.

However, pre-event planning has to be done effectively to help ensure the association shines. Here are some tips to help develop a successful seminar program.

1. Set Goals

What is the goal(s) or purpose of the seminar program? Is it to offer a service to members? Is it to entertain? Is it to help members improve their performance? Is it to complement a bigger program of support/service to members?

If you have a clear understanding and agreement on the purpose of the seminar program, then it becomes a lot easier to design an attractive, saleable program.

2. Survey Your Target Audience

Let them know the purpose the purpose of your seminar program then ask for preferred topics, times and duration of workshops. Ask them how much they value this solution. What would they hope to gain?

There are several on line (no or low cost) survey tools that can help or, of course, you may contact members directly.

3. Ensure Workshops Are High Quality

Hire professional presenters - not just knowledgeable people who are willing to speak in order to get referral business. The professional’s livelihood depends upon helping you have a successful seminar.

Professional presenters tailor their presentations to your goals and your audience. They do their research. They understand the dynamics of facilitation, will appeal to different learning styles and deliver ideas/concepts that can be applied immediately. When a participant returns to work, applies and then receives the benefits of some of the ideas, they attend more workshops, refer others to them and think highly of the sponsoring organization

It is better initially to have lower turnout to high quality workshops than to have a lot of people show up to a boring or poorly delivered seminar, never to return again.


4. Plan/Schedule A Full Year Of Workshops

It takes time to build a reputation for quality and to build attendance. Many participants are skeptical of workshops that are going to “change how they do business”. They have been there and either got bored or heard from presenters who didn’t understand their business. It takes time to get positive “word of mouth” comments that change perceptions.

It is difficult to properly cover a topic (e.g. marketing or financial operations) in one short seminar or workshop. A series of specific targeted workshops provides in-depth coverage such that participants gain specific, tangible ideas to implement back at the workplace. As well, a series of workshops provide regular reinforcement.

5. Charge for Your Workshops.

Free or very low cost gives the perception of low value. It may result in high registration but also a high "no show" rate. It also may attract the wrong people, those who don’t recognize value has a cost. If necessary, you can build in "package" and "early registration" pricing for those members who have a tight cash flow. Open seminars up to the general public at a higher non-member price. It will attract new members and increase revenues.

I remember developing a management workshop for a regional industry association. Because it was subsidized by government, the association offered about 15 free sessions throughout their region. Pre-registration was capacity, but actual attendance ran about 70 % and many were junior people. A neighbouring industry association also decided to run the same workshop a number of times in their region. They decided to offer lunch and charged a nominal fee to participants to cover those costs. Pre-registration was also capacity but attendance was better - about 85%! A few months later, a third association offered the same workshop. They charged even more, got excellent pre-registration and had almost 100% turnout to each offering. The moral – people perceive value based upon price and make sure they attend to get value.

6. Market the Seminars

Like everything else, seminars and workshops have to be marketed.

Sending an e-mail is not enough. Consider a variety of methods to reach them. Use a combination of publicity/public relations, advertising and direct contact to build the audience. Finally, remind them to show up. A brief e-mail, phone call or postcard will do.

Consider the buying motive of the audience. Tell them what they will gain both directly from the presenter and indirectly from the networking. Remind and reinforce the benefits of attending.

Would you like to learn more? On Target presentations has developed a Workshop Marketing Checklist to help associations market their workshops. Contact bill@ontargetpresentations.ca to receive your free copy.


Bill Gilbert is a small business coach and a partner with On Target Presentations (http://www.ontargetpresentations.ca). On Target specializes in helping people start and grow successful small businesses. He can be reached at (800) 788-1226.

New CD Based Privacy Program

August 8, 2005 - London, ON

On Target Presentations, a London based firm specializing in taking the mystery out of starting and growing a successful small business, has launched a new, self paced, CD program to help small business owners draft their Privacy Policy.

“I found that while many business owners were aware of privacy requirements under PIPEDA or “substantially similar” privacy legislation, they weren’t taking the next step of developing, implementing and communicating a policy”, explained Bill Gilbert, a partner with the firm. Can You Keep a Secret? Drafting a privacy policy beyond PIPEDA is designed to walk the owner through an audit process and provide the basis for writing their privacy policy.

Business owners from across southwestern Ontario who tested the program found it only takes 2 - 4 hours to prepare a draft using the program. “I think many owners are overwhelmed by the prospect of developing a policy or feel legislation doesn’t apply to them.” added Gilbert, “Can You Keep a Secret helps them in both of these areas.”

For more information visit the On Target Web site, www.ontargetpresentations.ca.

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Contact: Bill Gilbert
Partner, On Target Presentations
Managing Director, W.A. Gilbert & Associates
1-800-788-1226

It’s the law. So why don’t businesses have a Privacy Policy?

News Release - August 27, 2005

London, ON. Since January 2004, most businesses have been required to have a written privacy policy under PIPEDA. Why do we not see more of them posted? There is lots of good information available to help organizations develop one, but many don’t seem to have made the effort.

Bill Gilbert of On Target Presentations in London believes one reason may be that people don't believe it applies to them? (It probably does!) Another might be they are overwhelmed and need help getting started. That is why he recently created Can You Keep a Secret? Drafting a privacy policy beyond PIPEDA, a self directed program on CD to help business people understand the act and to walk them through the process of writing one.

Perhaps businesses don’t see any benefits other than meeting the legislated requirement. Yet, there are a number of sound business reasons why an organization should develop and implement a privacy policy.

“In light of several high profile media reports about identity theft and unauthorized access to financial information, people are concerned about why a business needs certain personal information and how they intend to keep it secure.” explained Gilbert, adding “As well, having a privacy policy avoids customer confusion, demonstrates good business practices and builds trust with the customer.”

Perhaps if customers asked more frequently, there would be a greater incentive for business to develop and communicate good privacy policies.

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For more information contact:
Bill Gilbert
Partner, On Target Presentations (www.ontargetpresentations.ca)
Business Coach, W.A. Gilbert & Associates ( www.gilbertassociates.ca )

Phone 519-680-0262
E-mail bill@ontargetpresentations.ca

Donut Shop Accountants & Claiming Auto Expenses

Question: What is the difference between tax evasion and tax avoidance?
Answer: About 20 years in the slammer.

Let’s face it. You have to pay your share of income tax. But, you want to pay only your fair share. How can you ensure you don’t overpay? In this article, I will discuss one of the more common issues faced by business people – Claiming Auto Expenses. My goal is to help you find legitimate tax avoidance techniques.

Many people listen to Donut Shop accountants. Donut Shop accountants are not experts. They can’t be trusted. They always exaggerate the size of their refunds. Suppose your friend Joe claims a certain expense each year, and he’s always got his refund. He says you should claim this expense too. The fact that Joe has successfully claimed an expense proves nothing. Perhaps the expense does not apply to you. Perhaps Joe hasn’t been audited just yet. Getting correct advice from real experts who know taxes can lead to a satisfactory result at tax time, and reduce your worry and stress.

Incorporated Business/Employees

If you are an employee, or are the owner / operator of an incorporated business, there is a simple way to receive a tax-free allowance for the use of your vehicle. You are entitled to receive up to 43 cents per kilometer for the first 5,000 kilometers of business travel and up to 37 cents per kilometer for all additional business travel. (Current for 2005)

For example, I will drive 12,500 kilometers this year for business. I will be entitled to receive an allowance of up to $4,925. My company will record an offsetting travel or automobile expense of $4,925. I am the sole shareholder of my company. In my tax planning, I need to consider the combined personal and corporate tax payable. While the allowance is tax-free to me, it will have reduced my corporate taxes by approximately $1,000.

To properly support my claim, I need to keep a record of all business kilometers driven. I do this by recording in my daily log where I went on business, and the kilometers driven. At the end of each month, I add up the business kilometers, and bill my company. I do not need to keep any receipts for the operating costs of the car. So, the record keeping is very simple.

Proprietors and Partners

Life is not so easy for proprietors and partners. You cannot pass along vehicle costs to your business as simply as your incorporated friends. Here is what you must do.

First, you need to record the odometer reading of your vehicle on an annual basis. I recommend first thing in the morning, every January 1st, before the party hangover has lifted. Then, you must record your business kilometers in the same manner as discussed above. You will be asked to calculate the ratio of business kilometers to total kilometers driven on the Auto Expense form of your tax return. You may then claim that ratio times the total operating costs for your vehicle for the year.

For example, I will drive 35,000 kilometers in 2005. I am entitled to claim 12,500/35,000 = 36% of the operating costs of my car as a business expense on my personal tax return.

What are the operating costs of a vehicle? Operating costs include fuel, repairs and maintenance, insurance, license fees, loan interest and capital cost allowance if the vehicle is owned, or lease payments if the vehicle is leased. (Note there are restrictions on the total amount of interest, capital cost allowance and lease expense, which I’ll cover later).

Here are the operating costs I expect to incur in 2005, and the calculation of my allowable costs for tax purposes:
Fuel $ 1,820
Maintenance 650
Insurance 1,800
License and registration 74
Lease 4,625

Total operating costs $ 8,969


Allowable costs $ 3,203 ($8,969 X 12,500 km’s / 35,000 km’s)

Parking and toll fees incurred for business purposes are 100% deductible.

If I am in a 31% marginal tax bracket, my auto expense claim will reduce my taxes by about $1,000.

If I had purchased my car, I would be entitled to claim both loan interest and capital cost allowance, instead of lease expense. In most cases, this results in greater operating costs, and a bigger reduction in income tax.

You will need to keep receipts for all your vehicle expense. The record keeping does not need to be a burden. Simply keep a large manila envelope in your car. Every time you buy gas, change your oil, or spend money on the car, tuck the receipt into the envelope. On a monthly basis, replace the envelope with a new one. Place the old envelope in your files, marked “Auto Expense, month of ________”.

There are restrictions to the amounts you may claim for capital cost allowance, loan interest and lease expense. Capital cost allowance may be based on a maximum vehicle cost of only $30,000 plus applicable federal and provincial sales taxes. The maximum interest expense you may claim is restricted to $300 a month. The maximum lease payments you may claim is restricted to $800 a month plus federal and provincial sales taxes. The rules are somewhat complex, and you may want to talk to your tax accountant.

Saving your receipts and recording your business kilometers accomplishes two goals. You will have all the information you need at hand to prepare the Auto Expense form on your tax return. You will also have bullet proof documentation to support your claim, should Canada Revenue Agency ever want to do an audit or review of your return.

New clients tell me that worrying about what they can claim, and how to protect themselves from a tax audit adds a great deal of stress to their lives. When they know what to claim, how to claim it, and how to protect themselves from an audit, they worry less. They can concentrate on building a successful life. Surely, this is a wonderful outcome.

Allan Loiselle is a partner in On Target Presentations (www.ontargetpresentations.ca), a firm specializing in helping take the mystery out of starting and growing a small business. He can be reached at allan@ontargetpresentations.ca .

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NOTE: The preceding article may be reprinted in full without charge as long as author credits are provided and upon acceptance of a written request by e-mail to allan@ontargetpresentations.ca.

Eight Sound Business Reasons for a Privacy Policy

It seems almost daily, we read in the media about another situation in which personal information has been compromised. The sensational ones involve banking information, identity theft or health information. It is likely there are many other times personal information is shared with someone who has no right to see it. It may involve divulging a home phone number or talking about personal matters.

At a minimum divulging of the information may create embarrassment. At a maximum it may create severe financial hardship. People are becoming more and more concerned about who has access to personal information and what it is being used for.

While technology may have made it easier for others to get that information, technology isn’t the only way. Personal information may unintentionally be shared through discussions in a public place, discovered in the garbage, left on a desk in view of others, faxed to a wrong number or stolen and sold by an employee.

As a business you have a legal and moral obligation to protect any and all personal information you hold on customers (prospective, current and former) and suppliers. However, there are several other business reasons to protect personal information and let people know what you are doing.

1. It is required by law- either under PIPEDA (Personal Information Protection and Electronic Documents Act) or “substantially similar” provincial privacy legislation, and there are fines and penalties if you don’t comply.

2. More important than the fines and penalties, you avoid the negative publicity that results when complaints are upheld. – People don’t like to deal with organizations that don’t respect the privacy of their information.

3. Because you inform the person why you are collecting the information and how you plan to use it, there are fewer complaints and misunderstandings that you have to deal with.

4. Although it may seem like an oxymoron – you may actually reduce paperwork. You might collect less information. You will more likely keep information in one place and you will destroy it when it is no longer needed for the purpose it was collected.

5. As you develop a policy you will think about why you collect information and what you use it for. The result? There no longer may be a need to collect the information. Therefore - streamlined records flow.

6. When you and your staff can explain why you are collecting certain information – it reduces denial of consent. The person has a logical and reasonable explanation of why you want it and are more willing to give it.

7. The seventh reason to have a Privacy Policy is to separate yourself from the competition. Even though a privacy policy is required by legislation, many organizations, particularly smaller ones, don’t have one. They can’t be bothered. They don’t think it applies to them. They don’t want to get caught up in their own rules.

By developing and proudly displaying your privacy policy you are saying to others that you respect the privacy of their personal information. By not having a posted policy, your competition is telling a different story.

8. The last reason to have a privacy policy – because treating personal and confidential information with respect is THE RIGHT THING TO DO!

Developing, communicating and adhering to your own Privacy Policy is not only the law – it can mean greater customer loyalty and greater sales. In other words – it makes business sense.

For further information on developing a privacy policy visit the web site of the Office of the Privacy Commissioner of Canada at http://www.privcom.gc.ca where there are links to various provincial privacy sites as well.

Bill Gilbert is a Small Business Coach who helps take the mystery out of starting and growing a small business. He is a partner in a business called On Target Presentations and can be reached at bill@ontargetpresentations.ca.

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NOTE: The preceding article may be reprinted in full without charge as long as author credits are provided and notification is sent to bill@ontargetpresentations.ca.