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Finding Common Ground In A Shifting Economy When Membership And Cf Os Unite

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Recent changes in our economy have exacerbated the differences between finance and membership professionals. A panel of CFOs and membership executives will discuss their concerns about evaluating the value of membership programs in this economy and the criteria they use to determine what programs should stay or go. Discover cost cutting tips to help you achieve your goals.

Rob Batarla, MBA, CPA, VP, finance/CFO, American Physical Therapy Association

Andrew Goldschmidt, CAE, MBA, director, membership/marketing, National Association of Counties

Susan Medick, CPA, CAE, chief financial & operations officer, Automotive Aftermarket Industry Association

Erik Schonher, MBA, VP, Marketing General Incorporated

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Finding Common Ground In A Shifting Economy When Membership And Cf Os Unite

  1. 1. Connecting Great Ideas and Great People www.asaecenter.org Content Leaders: Rob Batarla, CPA, MBA, CFO American Physical Therapy Association Andrew S. Goldschmidt, CAE, MBA, Director, Membership/Marketing, National Association of Counties Susan Medick, CPA, CAE, CFO & COO Automotive Aftermarket Industry Association Moderator--Erik Schonher, MBA, Vice President, Marketing General, Inc. Finding Common Ground in a Shifting Economy: When Membership and CFO’s Unite! August 16, 2009
  2. 2. Decision-making for the CFO (Rob Batarla) If you are trying to get a CFO to make a decision, here are some things you will need: <ul><li>Data </li></ul><ul><li>Complete Information </li></ul><ul><li>Bigger Picture </li></ul><ul><li>Fiscal & Non-fiscal Implications </li></ul><ul><li>Other </li></ul>
  3. 3. Decision-making for the CFO (Rob Batarla) “Don’t assume that your CFO will always say “no” to spending money <ul><li>CFO’s see the association as a whole and help to prioritize spending </li></ul><ul><li>Solid and complete data can make the dialog with your CFO much easier </li></ul>
  4. 4. CFO’s Should Educate the Membership Department (Susan Medick) <ul><li>Explain why your needs and procedures are important to internal controls and year-end audits </li></ul><ul><li>Include membership in budget discussions that will ultimately affect their job duties </li></ul>
  5. 5. CFO’s Should Get to Know the Membership Department (Susan Medick) <ul><li>Visit members at their place of work </li></ul><ul><li>Attend/participate in a cause or event </li></ul><ul><li>Stay informed by reading industry trade publications </li></ul>
  6. 6. Seven Strategies for Membership and the CFO to Unite (Andrew Goldschmidt) <ul><li>Build a relationship with your CFO </li></ul><ul><li>Be proactive with membership numbers </li></ul><ul><li>Understand that your CFO also acts as a &quot;risk manager&quot; </li></ul>
  7. 7. Seven Strategies for Membership and the CFO to Unite (Andrew Goldschmidt) <ul><li>When proposing new programs, plans or initiatives to your CFO, make sure you have A, B and C contingency plans prepared </li></ul><ul><li>Be creative when proposing membership ideas that need significant start up investment </li></ul>
  8. 8. Seven Strategies for Membership and the CFO to Unite (Andrew Goldschmidt) <ul><li>Understand that CFO's like to &quot;beat figures&quot; </li></ul><ul><li>Realize that Membership and CFO's won't always see eye to eye but that doesn't keep the association from uniting compromise and success </li></ul>
  9. 9. Contact Information Rob Batarla , MBA, CPA, CFO, American Physical Therapy Association—robbatarla@apta.org Andrew S. Goldschmidt , CAE, MBA, Director, Membership/Marketing, National Association of Counties—agoldschmidt@naco.org Susan Medick , CPA, CAE, CFO & COO Automotive Aftermarket Industry Association—susan.medick@aftermarket.org Erik Schonher , MBA, Vice President, Marketing General, Inc.—eschonher@marketinggeneral.com SEE YOU NEXT YEAR! Annual Meeting & Expo August 21 - 24, 2010 Los Angeles, CA

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