Critical Issues and Questions for Associations<br />AENC TECH 20.11<br />April 15, 2011<br />Susan Robertson CAE<br />
The New Normal<br />
What has become clear:<br />We simply will not snap back to pre-recession levels or practices.<br />We really can survive ...
The Agenda<br /><ul><li>Economic Impact Study</li></ul>	What Association CEOs Told Us, and What Their Members Really Think...
Biggest impact of the economic downturn felt in late 2008 until 2010.<br />Outlookfor 2011-12 is more optimistic.<br />CEO...
Association CEOs: <br />Anticipated Change in Overall Revenue<br />Average projected  2011 increase:<br />9% <br />
Whew! Glad that’s over! <br />
(Maybe it’s just me but…)<br />
With all of this optimism, why is it still so difficult?<br />
A deeper dive shows what is keeping these same CEOS awake at night. <br />
What impact do you think the current economy will have on your membership revenue in the coming years?<br />
Top five issues CEOs are more concerned about now than they were last year<br />
What Members Tell Us: My Likely Action on Next Renewal<br />What? Less than 2008-09!<br />Okay. Even with 2008<br />Bad<br...
Do you expect any of the following to occur in the upcoming year in or to your organization as a result of economic condit...
Some Trends are Up<br />
Meetings & Education: Members’ reported attendance last year<br />
Meetings & Education<br />
Meetings & Education<br />
Our challenges are not brought about by the economy alone.<br />
Evolving Nonprofit Landscape*<br />Technology Advances<br />Demographic Shifts<br />Networks Organize/ Enable<br />Sector ...
Demographic Shifts<br />Typical age distribution of a professional society<br />…today<br />McKinley Marketing Member Rese...
Demographic Shifts<br />Typical age distribution of a professional society<br />…in 10 years<br />McKinley Marketing Membe...
Demographic Shifts<br />Multiple generations working side-by-side<br />Learn to share leadership across generations and cu...
Sectors are Blurring<br />More for-profit organizations see the value of “doing well by doing good”<br />Challenge to asso...
Technology Advances Us<br />Associations have been quick to adopt social media<br /><ul><li>Now need to improve ability to...
No single organization-wide identity</li></ul>Mobile is it <br />
Networks Organize/Enable Us<br />Applying the new ways of networking to the traditional model.<br />Allows for deeper, mor...
Volunteerism Under Pressure<br />Economic & time pressures make Virtual Volunteering and Micro Volunteering more attractiv...
When Five Trends Converge<br />Demographic shifts<br />Technology advances<br />OUCH!<br />Sector blurring<br />Networks f...
It is the convergence of trends in motion and the accelerated speed of change that can distract us from creating and deliv...
The Tension Between <br />WHAT IS and WHAT COULD BE<br />
Living with a Mature Model<br />We try to build our customer value proposition around our existing processes and resources...
Operating Philosophy #1<br />Risk<br />Associations likely to be risk avoiders.<br /><ul><li>Relative security in the slow...
Delivering well on today’s issues allows permission to drive change.</li></ul>You can’t afford to invest in perfection. <b...
Operating Philosophy #3<br />Communications is a Core Competency. <br />It must evolve.<br />Make information overload les...
Contact Information<br />Susan Robertson, CAE<br />EVP, ASAE<br />President, ASAE Foundation<br />Phone:  202-626-2860<br ...
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  • EDITED THIS SLIDE (PRECEEDING SLIDES ARE NOT ALL OPTIMISTIC)
  • EDITED THIS SLIDE .. NOT SURE WE FULLY AGREE WITH THE PRESCRIPTION
  • Addressing the “Job to Be Done” is often a complex equation in an association contextOur structures, processes and resources are often out of sync with members’ needs, wants and expectationsTherefore, presenting a coherent membership offering is a struggle for manyA strong MVP begins start with a steadfast commitment from the top and shared understanding membership vs. product drivers
  • Robertson, susan asae tech20.11

    1. 1. Critical Issues and Questions for Associations<br />AENC TECH 20.11<br />April 15, 2011<br />Susan Robertson CAE<br />
    2. 2. The New Normal<br />
    3. 3. What has become clear:<br />We simply will not snap back to pre-recession levels or practices.<br />We really can survive with less.<br />But can we do what is required todaywith those same resource levels?<br />
    4. 4. The Agenda<br /><ul><li>Economic Impact Study</li></ul> What Association CEOs Told Us, and What Their Members Really Think<br /><ul><li>Our Evolving Landscape</li></ul> Key Trends with Significant Impact<br /><ul><li>Managing the Tension</li></ul>Between What is and What Could Be<br />
    5. 5. Biggest impact of the economic downturn felt in late 2008 until 2010.<br />Outlookfor 2011-12 is more optimistic.<br />CEO Outlook<br />
    6. 6. Association CEOs: <br />Anticipated Change in Overall Revenue<br />Average projected 2011 increase:<br />9% <br />
    7. 7. Whew! Glad that’s over! <br />
    8. 8. (Maybe it’s just me but…)<br />
    9. 9. With all of this optimism, why is it still so difficult?<br />
    10. 10. A deeper dive shows what is keeping these same CEOS awake at night. <br />
    11. 11. What impact do you think the current economy will have on your membership revenue in the coming years?<br />
    12. 12. Top five issues CEOs are more concerned about now than they were last year<br />
    13. 13. What Members Tell Us: My Likely Action on Next Renewal<br />What? Less than 2008-09!<br />Okay. Even with 2008<br />Bad<br />Very Bad<br />
    14. 14. Do you expect any of the following to occur in the upcoming year in or to your organization as a result of economic conditions?<br />
    15. 15. Some Trends are Up<br />
    16. 16. Meetings & Education: Members’ reported attendance last year<br />
    17. 17. Meetings & Education<br />
    18. 18. Meetings & Education<br />
    19. 19. Our challenges are not brought about by the economy alone.<br />
    20. 20. Evolving Nonprofit Landscape*<br />Technology Advances<br />Demographic Shifts<br />Networks Organize/ Enable<br />Sector Blurring<br />Volunteerism <br />*Adapted from Convergence: How five trends will reshape the social sector, <br />The James Irvine Foundation and La Piana Consulting, November 2009<br />
    21. 21. Demographic Shifts<br />Typical age distribution of a professional society<br />…today<br />McKinley Marketing Member Research <br />
    22. 22. Demographic Shifts<br />Typical age distribution of a professional society<br />…in 10 years<br />McKinley Marketing Member Research <br />
    23. 23. Demographic Shifts<br />Multiple generations working side-by-side<br />Learn to share leadership across generations and cultures.<br />Next generation of leaders less driven by ideology, more interested in Problem Solving and Work/Life Balance.<br />
    24. 24. Sectors are Blurring<br />More for-profit organizations see the value of “doing well by doing good”<br />Challenge to associations is to thrive in a blended economy<br />
    25. 25. Technology Advances Us<br />Associations have been quick to adopt social media<br /><ul><li>Now need to improve ability to effectively choose among the channels
    26. 26. No single organization-wide identity</li></ul>Mobile is it <br />
    27. 27. Networks Organize/Enable Us<br />Applying the new ways of networking to the traditional model.<br />Allows for deeper, more meaningful collaboration<br />Opens and encourages a global and diverse community of thought and practice.<br />Associations may no longer be “institutions.”<br />Less focused on the organization as a central unit<br />Find ways to have impact across networks and programs.<br />Forge new and/or collaborative partnerships. <br />
    28. 28. Volunteerism Under Pressure<br />Economic & time pressures make Virtual Volunteering and Micro Volunteering more attractive.<br />Challenged to align volunteer opportunities with an increasingly diverse pool of volunteers.<br />Engage in meaningfulwork.<br />
    29. 29. When Five Trends Converge<br />Demographic shifts<br />Technology advances<br />OUCH!<br />Sector blurring<br />Networks for organizing<br />Volunteerism <br />
    30. 30. It is the convergence of trends in motion and the accelerated speed of change that can distract us from creating and delivering on real value. <br />
    31. 31. The Tension Between <br />WHAT IS and WHAT COULD BE<br />
    32. 32. Living with a Mature Model<br />We try to build our customer value proposition around our existing processes and resources…<br />…this has acute impact on the unrealized potential of our membership value proposition.<br />
    33. 33. Operating Philosophy #1<br />Risk<br />Associations likely to be risk avoiders.<br /><ul><li>Relative security in the slow & proven path – no failure, no criticism.</li></ul>Managing riskis essential<br /><ul><li>Failure to take risks is the biggest risk of all.</li></li></ul><li>Operating Philosophy #2<br />Balance<br />Challenge is to appeal to your leading members as well as the core. <br /><ul><li>Earn the right to lead by delivering on the core.
    34. 34. Delivering well on today’s issues allows permission to drive change.</li></ul>You can’t afford to invest in perfection. <br />
    35. 35. Operating Philosophy #3<br />Communications is a Core Competency. <br />It must evolve.<br />Make information overload less burdensome – a new value proposition for us.<br />Part of why associations were formed.<br /><ul><li>Now make it part of why we thrive.</li></li></ul><li>Questions?<br />
    36. 36. Contact Information<br />Susan Robertson, CAE<br />EVP, ASAE<br />President, ASAE Foundation<br />Phone: 202-626-2860<br />Email: srobertson@asaecenter.org<br />Website: www.asaecenter.org<br />
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