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Get To Know: Ewald Consulting's Professional Development Team

Posted By Kate-Madonna Hindes, Tuesday, July 14, 2015

The Professional Development Team is collaborative and creative” – Jessica Truhler, Director of Learning and Performance, Ewald Consulting

This week, we’re hosting a Q & A with our Director of Learning and Performance, Jessica Truhler. Learn a few of her secrets to the Professional Development team’s success.


Q. What are some of the hotter projects on your plate at the moment? Can you share a recent win, or something you’re working on?

A.  Our department oversees over 250 professional development programs per year as well as manages seven certification programs. As a department, we are implementing a model professional development assessment to better understand and plan for our clients’ members professional development needs. We are also working on a model to deliver educational content based on adult learning principles, learning style, brain science and blended learning in a variety of formats.

Another big client project that is rolling out is an on-demand webinar for the Minnesota Chiropractic Association regarding ICD-10 training. ICD-10 affects many professionals in healthcare and will affect insurance reimbursements starting in October of this year. The on-demand webinar will be rolled out not only to MCA members but to all Minnesota chiropractors. We will be creating more models like this to meet our clients’ specific needs for their professions.


Q. Can you name 5 ways to engage members or potential members with professional development?

1.            Make it relevant. If the content isn’t important or they don’t know how they can use it, members won’t value it.

2.            Consider experience. Make sure whatever professional development you’re providing is at the level the members are at.

3.            Create something interactive—open people’s minds. Most people don’t like to be lectured to but if they ask questions or participate in any way, you will engage the learners and hold their attentions.

4.            Make it pretty (aesthetically pleasing). If people are going to sit through an hour-long presentation or webinar they want pizazz. A content heavy presentation without stories or pictures with leave people with no engagement.

5.            Size matters. People are busy. Bite-sized learning or micro learning is the new shift in professional development. Members might not have 4 or 8 hours every month to commit to PD, but an hour or even broken up into 10 minute chunks is easier and more effective. There will be times where more time (depth) is needed—one just needs to be frugal. There is a fine line you must walk. The ultimate goal is learning that is retained and applied.


Q. What’s the secret to creating professional development materials that are engaging and fun?

A. I recently learned that fish have longer attention spans than humans. Fun fact, right? Therefore, in order to engage a learner you have to create materials that are visual and always find ways to pull their attention back in. Visuals, infographics, stories and scenarios are all ways to engage learners and make the experience a positive one. I also used to give participants a black piece of paper to doodle on. There is actual scientific research that says doodling engages the mind and makes participants retain more information.


Q. What’s one thing we should know about your team?

A. The Professional Development Team evolved into a new department at the end of 2014. We have team members who have been in the events department and three who were in the Communication & Technology Department. We then created a new position of Learning and Performance Director to take the department to the next level in applying adult learning strategies and improve program performance. The team is working well together as we sort out new responsibilities and opportunities for our clients.

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Fresh Perspective: Takeaways from the Anti-Sex Trafficking Forum

Posted By Mattie Roesler, Tuesday, July 7, 2015

The Ewald Conference Center hosted a Google forum on Monday, June 29th discussing Sex Trafficking in Minnesota and the nation at large. Powerful forces including U.S. Senator Amy Klobuchar, Malika Saada Saar of Rights4Girls, Cindy McCain of The McCain Foundation, and representatives from the Polaris Project, among others, gathered to detail their research on the topic.

Jess Myers, Ewald’s media and public relations specialist, asked me to help out with marketing, outreach, and event facilitation because he knew I had a passion for the anti-sex trafficking cause. Having done a fair amount of research, I thought I was well-equipped for the conference. Still, when I stepped into our events center on Monday, I found myself surprised and in awe of what took place. Below, I have detailed happenings in the conference that taught me what books and articles could not.

·         Diversity. The first thing that surprised me was the diversity of the attendants and speakers. My research never told me how many different people this issue has touched. I saw a young twenty-something with dreadlocks sat behind two elderly women with a walker, while a Dominican group conversed beside a Catholic Charities representative. The big lesson here? Sex trafficking doesn’t discriminate. Though the size of the impact may differ, the issue touches every race, age and religion. This is everyone’s issue.


·         Technology. Something I hadn’t discovered in research was the role of technology in the issue of sex trafficking. Almost every panelist spoke about technology, both the pros and cons. Audrey Roofeh of the Polaris Project detailed her use of technology to help victims, as she allows them a hotline to text questions and locations, simultaneously building one of the largest compiled data systems on sex trafficking markets. Audience members also raised concerns about technology with Craigslist ads, which have increased the ability for pimps to market young girls to “Johns” or buyers. The biggest question about technology seems to be: Can we turn it around on the pimps and use it as a weapon? The panelists seemed to think so.

·         The Word. It’s difficult to understand the impact our words have without hearing the pleading in Cindy McCain or Sen. Klobuchar’s voice as they call for an end to all use of the words child prostitute. Time and time again, the panelists would repeat that, “there is no such thing as a child prostitute” there is only a child victim of prostitution. If we get the media to describe victims as such, we will be one step closer to protecting them under the law. The thunderous applause following these pleas drove home an intense sense of unanimity on this point.  

·         Passion. Best of all, I came away from the conference on June 29th extremely motivated by the passion for the anti-sex trafficking cause. When Saada Saar of Rights4Girls gracefully took the stage, a silence overwhelmed the crowd. In Saada Saar’s heated and strong voice, I could hear her belief and desire to push each and every person in the room towards one common goal: keep fighting. This communal passion-almost tangible in the air- cannot be learned in a book.

If there is an opportunity for you to experience a conference like this, I urge you take it. As much as statistics and graphics can tell you, nothing compares to a face-to-face interaction with people who have devoted their life to the issue at hand. 

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Top Association Management Professionals on Twitter

Posted By Erik Hillesheim, Tuesday, June 30, 2015

Many association management professionals aren’t successfully leveraging a huge pool of knowledge that is just a mouse click away. Are you in the association management world but can’t find that content? Here’s your in! As more of us are getting on twitter, some individuals have gone above and beyond to produce and share useful content in the Association industry.


This quarter, Ewald Consulting’s Marketing Department came together to see who some of the major influencers in our online community were. We define an influencer to be someone who carries a strong and valuable perspective for the association industry and shares their wealth of knowledge with the online community. They are people making a big difference in associations through the dispersion of knowledge on Twitter. If you’re involved in associations and feel like you’ve been missing out on this community of knowledge here are the top five people you need to follow on Twitter.


Now that we’ve done the searching, go out and get reading. These accounts and Ewald’s twitter are excellent resources for any topical You’ll be able to take back much of their advice to your association! Let’s see what knowledge you can contribute to the online community!










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Mastering Crisis Communications

Posted By Jess Myers, Wednesday, June 24, 2015

 "It’s those moments when the warning lights are flashing that often define who is best cut out for the job."  - Jess Myers, Media and Public Relations Specialist


Think about a commercial airliner for a second, and the seemingly hundreds of switches and lights in the cockpit. It’s been said that in flight school, what separates the successful pilots from those not cut out for the job are those moments when something goes wrong, and three, or 12 or 27 of those lights are blinking at the same time. If you can keep your head and right the ship in the most stressful of situations, you can be successful.


The world of communications is surprisingly similar. What separates the great communicators from those who struggle are those times of crisis, when you have information that you’d rather not share, or when those asking the questions are not in a friendly mood for whatever reason.


Step one is preparation. Anticipate what could go wrong, and have a plan in place. To communicate effectively in a crisis, here are a few tips for what to do and what to say in those moments when all of the flashing lights are going off at once.

  • Don’t panic. The key to diffusing any situation is the right attitude, and the ability to keep your head in times of crisis. Not everyone can do this. Find the member of your team with the coolest head when things get stressful, and make them your voice.

  • Speak with one voice. Few things exacerbate a crisis more than mixed messages. If you tell a client one thing, and someone else tells them another thing, the situation will get worse before it gets better. Pick one voice, and let that one voice communicate the message. Important – this includes social media. That one voice has to be telling the same story as Twitter, Facebook, etc.

  • Don’t bluff. When there’s a problem, an easy way to make it worse is to deny that there’s a problem.

  • Fall on the sword. Apologize, and do a lot of it. Even if it’s not necessarily all your fault. If a client is angry, they want to hear that someone admits they were wrong, and they want to hear what’s going to be done to make it right. They don’t want to hear excuses, they want to hear that they are the most important thing in your life and you are working to right the wrong.

  • Be there. If there’s a problem at an event, your spokesperson needs to be at the event. If clients are complaining about a problem on-site, and you’re on the phone at your desk, it leaves the illusion that we’re detached.

  • When asked about a problem – talk about a solution. When problems arise, don’t dwell on the dark clouds, work to find the bright sky on the horizon. When a client asks about a problem, apologize, and talk about what’s being done not only to fix the current problem, but to ensure problems happen less often in the future.


Know that no matter how well you prepare, those moments of crisis are going to happen. So while preparing for success, you should also prepare for troubles, and having a plan in place to effectively communicate in times of crisis is a key to ensuring that those times when all the lights are flashing red are rare, and correctable.


Want to better understand P.R. and Social Media Marketing? Sign up below for our FREE Social Media Audit. Contact katemh@ewald.com to find out more!


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Monthly Q&A: Ewald Consulting's Events Department

Posted By Kate-Madonna Hindes, Monday, June 8, 2015

I am so proud of each member of the Events Team.” – Julie Cygan, Vice President, Meeting and Event Management, Ewald Consulting

This week, we’re hosting a Q & A with our Vice President of Meeting and Event Development, Julie Cygan. Learn a few of her secrets to the event planning team’s success, as well as the recent wins from the ASPR Conference, held in Orlando, Florida last month. 


Q. What was your favorite part of the ASPR conference?

A.  This year was much different than other year’s conferences and presented us with new challenges we haven’t faced with ASPR before. The conference was moved up three months, cutting out a lot of our planning time and without an executive director, a key resource in past conferences. Our team put in a tremendous amount of work to pull off this event, absorbing these responsibilities in addition to our typical responsibilities. I would have to say my favorite part was seeing all of the hard work of our team pay off through the interactions we had with attendees. We received overwhelmingly positive and heartfelt thanks in person and online. Many attendees echoed that it was “the best conference they’ve ever been to.”


Q.    Did you see any indicators that this event would be successful?

A.    To begin with, we experienced record attendance and a sold out exhibit hall, before the event had even begun. Our logistics were in place to secure an attendee experience with euphoric atmosphere. We also utilized social media to keep the conversation and key points going before, during and after the conference.


Q.    What’s the secret to hosting an event that isn’t simply a conference, but an experience for attendees?

A. Memorable experiences happen though strategic planning, location, content and networking.  Attendees want an interactive experience that they can be fully engaged in, both physically and mentally. It’s important for attendees to discuss controversial real-world topics and have open conversations with peers about pressing issues they face in their daily careers.


Q.    What’s one thing we should know the Events team?

A. Our team is extremely passionate about what they do. They are able to achieve just about anything in a “New York minute,” while keeping a smile on their face, managing half a million other items at the same time and making it all look easy- I am so proud of each of them!


 Attached Thumbnails:

Tags:  event planning 

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Take time to Celebrate Legislative Successes

Posted By Owen Wirth, Government Relations Associate, Tuesday, June 2, 2015

Legislative advocacy is an important component of organizations and is one of the primary reasons members join associations. Once a legislative priority is achieved it is easy to think about what the next step will be, but it is also important to stop and recognize even a small accomplishment. Anything from a small funding increase to a major change in policy can often be considered a huge success which required hours of commitment, so it is important to take time to acknowledge each step forward. Legislative advocacy is hard work with long, demanding hours, so any success is something that should make your organization feel proud.

Spread the Good News

Effecting legislation in a positive way for organizations is tremendous news, and it is important to let members and supporters know what was accomplished. If your advocacy resulted in a funding boost, a major policy change or even fending off legislation that would have been harmful to your association, it is critical that you let people know about that good work. Be sure to acknowledge the work that legislators who championed the issue and volunteers who helped raise the awareness have done because this is their success too. Send out any information in your newsletters, e-mail blasts, and/or social media accounts so that the good news can be spread far and wide.


Everyone likes to celebrate when a group experiences success, especially when they had a hand in the effort! Depending on how big the victory for your association was, you may consider having a social event to highlight the accomplishment and show appreciation to all those who worked on the issue (staff, volunteers, legislators, coalition partners, etc.). Celebrating can give everybody a chance to reflect on the work invested to achieve the goal and rally support moving forward.

Thank a Legislator

It is always important to reach out to your legislator to thank them for the work they did for you. A timely thank you note or e-mail after the legislative session is over will go a long way towards maintaining a beneficial relationship. If you met with them or exchanged correspondence, be sure to highlight that in your thank you letter. If a legislator championed an issue for your organization you should consider presenting them with a “Legislator of the Year” award, recognizing them at an event or in the association’s newsletter. If the legislator has a social media presence, post on their Facebook page or Twitter an acknowledgment of their work and thank them publicly for their support. Don’t forget that a great way to say “thank you” can be via political contributions or volunteering for their campaign. A legislator who is in your corner can continue to be an effective insider for your organization at the capitol.

Tags:  Government Relations 

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Turning Off to Tune In: A look at unplugging for meetings

Posted By Kate-Madonna Hindes, Thursday, May 28, 2015

In the fast-paced world of marketing, I'm always tuned-in to my electronics. Whether mobile phone, tablet or my computers, I seem to always be catching up on new studies, best practices and ideas. I wouldn't be fibbing to say I haven't woken up in the middle of the night to Google something. I often stress the importance of a book over our phones to my family at home. I think everyone is struggling with the pressure to, "turn off," the devices.


Unplugging is notoriously difficult, isn't it? Especially during meetings and team outings. As a writer and journalist, I can't help but type as someone speaks. Taking a pen and paper with me to meetings has stretched my comfort zone and mind. But, it's also stretched my creativity.


At Ewald Consulting, we stress the importance of allowing one individual to take notes during the meeting on a pc, while the rest of us practice active listening. (Believe me, for a technology fiend- this is much more difficult than it sounds.) With our leadership encouraging us to focus on human connection first- I believe it directly benefits each client. In one room, when the focus is on the opportunity and solution, (and not the next meeting) we're far more creative and tuned-in.


According to HBR.org, there are several benefits to unplugging- even as a team. Take a peek below.


"(The team) accomplished a tremendous amount of design and decision-making in a very short amount of time. Instead of pushing pixels around to make the best show of half-baked ideas, they pushed ideas around to arrive at plans with real promise.My experience is that, when an executive team works “unplugged” for the first time, there is often a moment when the power of briefly setting aside technology shines through."  (Zachary First, HBR.org)



Are you struggling with turning off the devices, especially during board meetings or association gatherings? We'd love to hear how you've rose to the challenge and came out on top- and unplugged!

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Building Online Community, Capturing and Nurturing Member Loyalty

Posted By Kathie , Monday, May 18, 2015

Associations have always been about community, like-minded people with similar interests in professions or causes gathering to advance individually and as a whole. In recent past, building community in associations happened in person at our conventions and professional development programs.


Technology now affords us the opportunity to engage with our members year round with online communities, increasing the member value proposition if designed and delivered effectively. Just because you can technically build the online community doesn’t mean that members will come. If you’re going to build an online community, be aware of the ongoing commitment of time and resources to make it about enhancing and evolving relationships, not one-time transactions.

The first and most familiar online communities are Facebook and LinkedIn. Associations now have easy access to the tools to build member-only communities on their websites. With our members accustomed to the usability of Facebook and LinkedIn, we are competing with these platforms and need to have compelling reasons to create members-only online communities that are active and create value.

Online communities need to have a specific purpose with communication strategies to create conversation, collaboration, connections and new learnings. We need to facilitate that process and build momentum to create ongoing value.

There are a variety of features in online communities including forum discussion groups, file sharing, directories to list members and allow one-on-one communication, searchable databases to connect through like attributes, wiki-like collaboration on documents and sharing through social media tools. The key is determine which tools to use and why and not to use every tool if not necessary. Start with a few, keep it simple, give clear directions and get members to own the facilitation.

Key strategies to building an online community include:

Invite – ask thought leaders, millennials and mid-career members to participate and drive conversations

Good instructions – help members with their user name and password and how to retrieve it if they’ve forgotten. Create “rules” of engagement and define the purpose of the community

Prompting and prodding – get members to come back by cross-promoting on the website, emails and social media what’s happening and discussion on the online community

Personalize it – encourage members to upload photos and gather interests, attributes and key data points to find commonality amongst the community

Gamification – create points, incentives and make it fun with a little friendly competition

Consistency and commitment – foster the community, keep conversations and sharing going, ask thought-provoking questions, discuss trends, share tools and strategies that are compelling and will drive return visitors

Position and Market It – online communities are a great way to find experts, network (without selling) and ultimately are a great resource for social and collaborative learning.

There are many different ways to make your online community a benefit for your members.  The Association for Staff Physician Recruiters is currently using an online community to support both their live annual conference and fellowship program and their on-demand fellowship program.  The handouts and documents for the conference and on-demand webinars are posted to the community for download and members granted access as they registered. 

The Qualitative Research Consultants Association has created many different online communities to support their regional chapter groups and special interest groups as well.  This allows members to segment by location and topic of interest and network virtually.  Members are able to create their own events for networking or webinars, connect on and offline and also have a discussion forum for sharing resources and best practices. In addition, their members-only Forum Discussion Group is a vibrant exchange of thoughts and ideas on business issues and opportunities, research questions, social networking, suggestion box and industry news.

Several other associations are using the online communities to create mentorship relationships to assist newcomers to the field and the association.  The online community assists in creating the mentor-mentee pair, providing mentorship resources and a forum to assist in the pairing and networking.  In addition, group mentoring programs are a preferred method for millennials to engage with mentors.

In each of these cases, the online community is a specific member benefit that creates value for the association member and the organization as well. 


Members join our organizations for a sense of belonging and community so creating relevant experiences both online and in-person is critical to retention and member development. More and more for-profit companies are changing their business strategy to a “membership” model, creating loyal and long-term customers. Other good models for building online communities that foster impactful peer to peer connections and collaboration include LinkedIn, Match.com, Weight-Watchers, Salesforce.com, Marketo, Sierra Club, Amazon and Pinterest. In her new book, “The Membership Economy,” Robbie Kellman Baxter lays out detailed strategies and case studies from these companies that’s well worth not only the “read” but the actual implementation in our own organizations.



Tags:  association management 

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The Value of Strategic Planning

Posted By Kate-Madonna Hindes, Monday, May 11, 2015
Updated: Monday, May 11, 2015

Have you ever learned a valuable lesson by trying to fit a large easel into the backseat of a Mazda6?  I have.  And I’d recommend you just learn from my experience rather than trying it on your own. One of the organizations I work with was going through a full-day strategic planning session that particular day and I had agreed to bring the easel and large notepads so notes could be taken and hung around the room.  One problem; the easel was too long to fit in my car, or so I thought.  I tried everything.  It was too wide to lay in the back seat, it wouldn’t fit diagonally from front to back, and I couldn’t get it in far enough to lay it parallel with the length of the car.  I tried every angle, every seat adjustment possible, and even came close to tearing up the interior of my car.  All this was taking place in plain view of the windows of many of my co-workers and I was on the verge of giving up.  Frustrated, I draped myself on the easel and gazed toward the ground not knowing what I was going to do.  And then I saw the buttons on the easel legs.  So much frustrating effort and all I had to do the entire time was simply push the button to fold the legs in half.   Needless to say, it fit in the back seat with room to spare.


Sometimes associations find themselves in a metaphorically similar situation as I was in.  They know what the association needs (the easel needs to be in the car) but they are trying all the wrong strategies to accomplish the mission (trying to force the easel to fit in the car).  That’s the beauty of a successful strategic planning session.  Not only does it draw out the necessary end goal, but it also brings clarity to the necessary steps of accomplishing the mission (identifies the buttons on the easel). Every strategic planning session will be different, but it should have three primary parts: data gathering, an efficient and effective session, and a plan for follow-up action. 


Firstly, gather data.  The better the data gathering the better the strategic planning will be.  Research the target market, know the members’ needs (surveys are helpful), understand the competition, complete a SWOT analysis, review successes and failures, and collect reports from the committee chairs and board members.  Board members and committee chairs should answer questions such as “What is ABC missing as an organization?”, “What is the biggest obstacle facing ABC in the next 3 years?”, “What are three things ABC should be doing as an organization that is currently missing?" All of this information should be gathering, compiled, and given to strategic planning attendees with ample time to review and digest.


Secondly, hold an efficient and effective meeting.   The strategic planning process is bound to unveil conversation topics and debates that could go on for hours if time allowed.  Some of these topics need to be flushed out, but having long conversations without structure can lead to an unproductive strategic planning session.  Set an agenda, overview the agenda with board members, and stick to it.  This will keep the session on task and better ensure the best use of everyone’s time for the betterment of the organization.


Lastly, set a plan for follow-up action.  A good phrase to go by is “Plan the work and work the plan.”  A strategic session takes a lot of time and effort.  Don’t put it in all the planning work only to be unclear on the strategies to accomplish the defined goals.  I’d recommend creating a strategic matrix that identifies the established goals, defines strategies to accomplish the goals, assigns responsibilities to appropriate board members/volunteers/staff, and sets a time frame for which to accomplish them.


Strategic planning is an important and valuable initiative.  Take the time to do it right and you’ll enjoy the benefits you were hoping for.  Proper preparation, meeting organization, and follow-up with give you the best chance at successful strategic planning.



This post was written by Monte Abeler, Account Executive at Ewald Consulting.


Tags:  association management 

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Make or Break Meeting Moments

Posted By Kate-Madonna Hindes, Monday, May 4, 2015

I met with Ewald Consulting Account Executive Monte Abeler to discuss his experience meeting with boards and committees for a variety of associations. He told me that he had recently had a great meeting and everyone walked out feeling energized and ready to take action. I wondered, why don’t more meetings end this way? We talked briefly and came up with a few make-or-break features of meetings we’ve both attended, including:


1.       Never meet without an agenda. It seems simplistic, but meetings without an agenda are a rudderless boat headed for rocks or drifting aimlessly along. Set an agenda that consists only of items that require a decision or input resulting in action. If you are invited to a meeting that lacks an agenda, politely insist on having one or be prepared to drift.


2.       As a participant in a meeting, ask the “dumb questions.” If a bold recommendation is made, ask about the underlying assumptions. For example, if a membership committee member suggests the goal of growing membership by 10%, ask why. Is there value in growing the number of members or is the committee trying to get off easy by using the total number of members as a proxy indicator of overall value the association offers through membership?


3.       Make sure participants are positioned to succeed in the meeting. Provide materials that require review well in advance of the meeting with explicit instruction that such materials should be fully digested prior to the meeting. Have a plan for preparing the meeting facilities as well as who will facilitate discussion, track time on each discussion item, and take/distribute minutes. Having the logistics of a meeting  set beforehand ensures that the meeting itself can get underway on time and the focus of everyone’s valuable time can be the topics of discussion.


4.       Start and end on time. In today’s busy environment where all meeting participants have multiple commitments, the best way to be respectful of everyone’s time is to ensure a prompt beginning and conclusion to your meeting. This will ensure future participation is dependable and prompt.


In addition to these quick tips, Kathie Pugaczewski describes in 20 Ways to Enhance Your Meeting Experiences how to make use of your association’s website before, during, and after a meeting to increase the value of the meeting itself and to perpetuate the ideas and outcomes from the meeting into the activities that follow it. Take a look and provide us with your feedback. 



This post was written by Paul Hanscom, Vice President of Marketing at Ewald Consulting. Contact Paul at: paulh@ewald.com. 

Tags:  association management 

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MANAGEMENT | View all Management articles
A Successful Year Starts with a Solid Budget by Bill Monn
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9 Marketing Ideas for Your Organization by Kathie Pugaczewski
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A Holistic Approach to Membership Recruitment by Darrin Hubbard
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Three Ways to Stronger Volunteer Engagement by Paul Hanscom
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