Introduction

The Special Publications Committee established the Electronic Communications Subcommittee to provide guidance for ASHRAE to adapt to the new e-commerce environment and to make the transition from paper to electronic communication media.

The subcommittee has identified a number of key principles that ASHRAE should observe in planning and implementing this transition. This document summarizes those principles. 

Background

In the past, ASHRAE has carried out its mission primarily by delivering paper publications and documents, and by organizing events to allow people to exchange information in person. However, electronic communications are now transforming the world of information, and are replacing these traditional means of delivering and exchanging information. ASHRAE, like other organizations and businesses, must adapt or risk being left behind. We have begun the transition from paper to electronic publications and communications. We need to plan now to complete that transition, and to integrate it into all aspects of our operations.

Key Principles

1. The revenues that have traditionally come from sales of paper publications and print advertising are declining. ASHRAE must identify and take advantage of new sources of revenue in the new electronic environment if it is to continue in its industry-leading role.

    

2. Access to technical information is one of the most important benefits of ASHRAE membership. Development of new revenue sources should not compromise ASHRAE's status as a primary provider of technical information, but should maintain and strengthen that status.

    

3. ASHRAE members and volunteers are increasingly accustomed to fast and efficient electronic interactions in many areas of their lives. ASHRAE must offer such capabilities in its delivery of member services and in its interactions with volunteers. Using these capabilities to improve its efficiency and responsiveness will help ASHRAE attract and retain members and volunteers.

    

4. Expanded use of electronic communications will facilitate global interaction among ASHRAE members as well as non-members.

    

5. The ASHRAE Web site is the focus for ASHRAE 's transition to the electronic world, because it is the primary vehicle for exchanging information electronically. However, this transition requires more than designing a new Web site. ASHRAE is an organic whole rather than a collection of independent groups. The transition will require examining all the functions of the organization and integrating them with the new communications media.

    

6. ASHRAE must review its current policies to ensure that they provide the desired results in the context of the new electronic environment. The review of the commercialism policy should consider how ASHRAE can use the web medium to provide the best service to its members and visitors and to take full advantage of revenue-producing capabilities while maintaining its standing as a provider of objective, non-commercial technical information.

    

7. When the current functions of the Society are migrated to new electronic versions, they should be expanded to include additional services and capabilities that are made possible by the electronic communication medium. For example, the electronic Handbook has incorporated new features that make it much more than an electronic version of the print Handbook. Likewise, ASHRAE policies should recognize that ASHRAE members in different physical locations can now conduct business in virtual committee meetings.

    

8. ASHRAE depends on volunteer effort for its existence. Electronic communications can substantially improve the productivity of ASHRAE volunteers. This improvement represents a real reduction in costs for members, which should be considered in any cost-benefit evaluation.

    

9. Implementing new electronic communication capabilities and migrating current processes to the electronic medium will require a substantial investment of staff time, volunteer effort, and programming resources. The benefits of this investment, including
   • increased staff productivity,
   • reduced printing and mailing costs,
   • improved service to members and the general public,
   • increased member satisfaction, and
   • improved engagement of volunteers,
   will provide a quick payback. These benefits can also be viewed in terms of the costs of not acting: continued decrease in revenues from print publications, growing dissatisfaction of members and volunteers with the perceived inefficiencies of the organization, inability to attract new members, etc.

    

10. Successful implementation of these electronic communication capabilities depends on developing an integrated relational database that stores and retrieves data, tracks permissions and preferences, and facilitates access to the desired information. Developing this database structure will require a careful planning and design effort to ensure that it is versatile and robust for the long term.
    
    

An essential element of the database design is that each piece of information exists in only one location and is accessed through the database by the functions that use it. The integrated structure maintains master copies of all documents in the central database. Volunteers and staff access the database through the Web site or the headquarters intranet, according to their permission levels. Updates and version control are handled through the database system. The database also contains committee rosters and mailing lists, and generates mailings as needed. Most information is distributed electronically, drastically reducing labor and postage costs for mailing. The public review process for standards is administered electronically through the Web site, as are annual handbook updates and peer reviews of technical publications.