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Association management the total package
 

Association management the total package

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    Association management the total package Association management the total package Presentation Transcript

    • Association Management: The Total Package
      Andy Freed, Vice President
      Virtual, Inc.
    • About Virtual
      Evolved from PR company founded in 1989
      Full management services
      Range from startups to multi national associations
      Outsourced technology solutions
      Consulting and strategic services
    • Today’s Approach
      Shared learning
      Parking lot
      Who invented PowerPoint anyway?
    • 10 Things Association Executive Needs to Know
      Mission Control
      Build the right foundation with the right tools
      No margin, no mission
      Membership rules!
      Database Database Database
      Stay out of jail
      Get heard!
      Be an effective advocate
      Non-dues income rocks!
      Listen and learn
    • 10 Things Association Executive Needs to Know
      Mission Control
      Build the right foundation with the right tools
      No margin, no mission
      Membership rules!
      Database Database Database
      Stay out of jail
      Get heard!
      Be an effective advocate
      Non-dues income rocks!
      Listen and learn
    • “Who am I? Why am I here?”
      --Admiral James Stockdale
    • 1. Mission Control
      Mission
      Strategy
      Tactics
    • 1. Mission Control
      Mission
      Why do we exist?
      Strategy
      What do we do?
      Individual vs. Trade
      Global vs. local
      Advocacy vs. Standards
      Tactics
      Staff’s job
    • Guiding thinkers for today
      Colin Powell
      Mission—Why?
      Strategy—What?
      Tactics—How?
    • Seven Deadly Sins of Ineffective Governance
      Representational Governance
      Lack of Mission Focus
      Tendency to resist change rather than to lead it
      Bad governance information
      Reluctance to drop the deadwood from the board
      Cumbersome, outmoded governance structures
      No job descriptions
    • 10 Things Association Executive Needs to Know
      Mission Control
      Build the right foundation with the right tools
      No margin, no mission
      Membership rules!
      Database Database Database
      Stay out of jail
      Get heard!
      Be an effective advocate
      Non-dues income rocks!
      Listen and learn
    • “Of all the things I’ve done, the most vital is coordinating the talents of those who work for us and pointing them toward a certain goal.”
      --Walt Disney
    • 2. Build the right foundation with the right tools
      Structure and departments
      People
      Facilities
    • Typical Association Structures
      Executive
      Member Relations
      Communications/Publications
      Finance and Administration
      Education
      IT
      Government Relations
      Content Specific Areas
    • “The leaders of great groups love talent and know where to find it. They revel in the talent of others.”
      --Warren Bennis & Patricia Ward Biederman, Organizing Genius
    • Volunteers vs. Staff
      Pros and cons
      Managing volunteers effectively
    • Facilities
      Leverage every asset
      Remember the wisdom of F.G.
    • “Don’t own nothing if you can rent it. If you can, rent your shoes.”
      --F.G.
    • 10 Things Association Executive Needs to Know
      Mission Control
      Build the right foundation with the right tools
      No margin, no mission
      Membership rules!
      Database Database Database
      Stay out of jail
      Get heard!
      Be an effective advocate
      Non-dues income rocks!
      Listen and learn
    • 3. No Margin, No Mission
      Budgeting and revenue recognition
      Maximizing revenue
      Avoiding budget black holes
    • Maximizing revenue: Set your value
      1940: Cake from flour, sugar (raw materials economy): $1.001955: Cake from Cake mix (goods economy): $2.001970: Bakery-made cake (service economy): $10.002002: Party @ Chuck E. Cheese (experience economy) $250.00
      Is your membership raw eggs or a party?
    • Maximizing revenue
      Put a price on it
      What’s the price for non-members
      Over communicate on all price/dues issues
      Show them the value
    • Avoiding budget black holes
      Do what you’re good at!
      Be creative on resources
      Limit or sell idle capacity
      Non profit is a tax status, not a business strategy
    • 10 Things Association Executive Needs to Know
      Mission Control
      Build the right foundation with the right tools
      No margin, no mission
      Membership rules!
      Database Database Database
      Stay out of jail
      Get heard!
      Be an effective advocate
      Non-dues income rocks!
      Listen and learn
    • Membership Rules!
      “You know what makes this bird go up? Funding makes this bird go up. No bucks, no Buck Rogers.”
      --Gordon Cooper in The Right Stuff
    • Membership makes this bird go up!
    • Managing the Membership Function
      Create an organization wide membership effort
      Communicate & congratulate
      Build the bandwagon
      Expand the pie
    • Managing the Membership Function
      Create an organization wide membership effort
      Communicate & congratulate
      Build the bandwagon
      Expand the pie
    • “I’m in [insert department here], not membership, so I don’t have to do that”
      --Any number of people I’ve worked with
    • “That’s right, I forgot—your salary doesn’t come from dues or revenues from products or services we provide the members…”
      --My typical response*
      *Not what I really wanted to say!
    • Create an organization wide membership effort
      Set goals
      Measure performance
      Engage key players in recruitment and retention strategy
      Calls, visits and letters
      Customer Advocacy Team
      Walk the talk
    • Managing the Membership Function
      Create an organization wide membership effort
      Communicate & congratulate
      Build the bandwagon
      Expand the pie
    • “The two most powerful things in existence: a kind word and a thoughtful gesture.”
      Ken Langone, CEO, Invemed Associates [from Ronna Lichtenberg, It’s Not Business, It’s Personal]
    • Put their name up in lights!
      Awards programs
      Ad hoc correspondence
      Newsletters
      Don’t forget “formers”
    • Managing the Membership Function
      Create an organization wide membership effort
      Communicate & congratulate
      Build the bandwagon
      Expand the pie
    • Build the Bandwagon
      Mark membership milestones
      Mark association milestones
      Give members the tools to promote you
    • Managing the Membership Function
      Create an organization wide membership effort
      Communicate & congratulate
      Build the bandwagon
      Expand the pie
    • Expand the Pie
      Who is serving your members?
      What sectors of membership are growing?
      What business are your members in?
    • 10 Things Association Executive Needs to Know
      Mission Control
      Build the right foundation with the right tools
      No margin, no mission
      Membership rules!
      Database Database Database
      Stay out of jail
      Get heard!
      Be an effective advocate
      Non-dues income rocks!
      Listen and learn
    • “The watchwords used to be location, location, location. Today it is database, database, database.”
      --Tom Peters
    • “As a general rule, the most successful person in life is the one with the best information.”
      --Benjamin Disraeli
    • Have an information strategy
      What are you tracking?
      How are you using the data?
      Mine, mine, mine
      Advocacy benefit of good membership data
    • Track membership trends
      Who has become disengaged?
      Who is paying later than in previous years?
      What programs and services are people using most?
      What are people calling about?
    • The Nuts and Bolts
      Choosing a system
      Surviving the conversion process
    • Key Questions
      Can you support the system internally?
      Do you know how to manage an IT implementation?
      Does it have capacity to grow with you?
      Who are you relying on for support?
    • Kicking the Tires…
      Industry standard tools such as Microsoft
      Open architecture for flexible offering
      Rapid development web toolkit
      Consistent R&D resources
    • 10 Things Association Executive Needs to Know
      Mission Control
      Build the right foundation with the right tools
      No margin, no mission
      Membership rules!
      Database Database Database
      Stay out of jail
      Get heard!
      Be an effective advocate
      Non-dues income rocks!
      Listen and learn
    • Stay out of Jail
      Antitrust issues
      Unrelated business income
      Human resource issues
    • 10 Things Association Executive Needs to Know
      Mission Control
      Build the right foundation with the right tools
      No margin, no mission
      Membership rules!
      Database Database Database
      Stay out of jail
      Get heard!
      Be an effective advocate
      Non-dues income rocks!
      Listen and learn
    • Getting your message out
      Public relations
      Proactive press relations
      News bureau
      Member communications
      Newsletters
      Web site
    • 10 Things Association Executive Needs to Know
      Mission Control
      Build the right foundation with the right tools
      No margin, no mission
      Membership rules!
      Database Database Database
      Stay out of jail
      Get heard!
      Be an effective advocate
      Non-dues income rocks!
      Listen and learn
    • Effective advocacy
      Set the agenda right
      Inside vs. outside advocacy
      Technology is your secret weapon
    • 10 Things Association Executive Needs to Know
      Mission Control
      Build the right foundation with the right tools
      No margin, no mission
      Membership rules!
      Database Database Database
      Stay out of jail
      Get heard!
      Be an effective advocate
      Non-dues income rocks!
      Listen and learn
    • Non dues income
      Benchmark all you want, but the bottom line is this:
      Reliance on dues ain’t much fun!
    • Typical Non-Dues Income Sources
      Education
      Affinity programs
      Insurance
      Publications
    • 10 Things Association Executive Needs to Know
      Mission Control
      Build the right foundation with the right tools
      No margin, no mission
      Membership rules!
      Database Database Database
      Stay out of jail
      Get heard!
      Be an effective advocate
      Non-dues income rocks!
      Listen and learn
    • “Breakthroughs come from an instinctive judgment of what your customers might want if they knew to think about it.”
      --Andy Grove, CEO, Intel
    • Know your customers
      CEO visits
      Telephone outreach
      Formal surveys
      Ubiquitous feedback mechanisms
    • Know your industry
      Eat your dog food
      Read what your members read
      Go to the programs they go to
      Know the rate of change OUTSIDE your association
    • “When the rate of change outside exceeds the rate of change inside, the end is in sight.”
      --Jack Welch, Former CEO, GE
    • Know your competition
      The internet changes everything
      The Lexus and the Olive Tree
      Elance.com
    • Know your business
      ASAE
      Peers
      Get out and learn!
    • 10 Things Association Executive Needs to Know
      Mission Control
      Build the right foundation with the right tools
      No margin, no mission
      Membership rules!
      Database Database Database
      Stay out of jail
      Get heard!
      Be an effective advocate
      Non-dues income rocks!
      Listen and learn
    • Andy Freed
      Virtual, Inc.
      781 876-6205
      Afreed@virtualmgmt.com
      www.virtualmgmt.com