1) The document summarizes an organizational management presentation given by Wendy Scott on topics including general management, branding and positioning, financial management, globalization, and strategic planning. 2) Key aspects of general management discussed include staff and volunteer training, defining core values and competencies, managing change and innovation, and developing internal and external metrics. 3) Branding and positioning involves environmental scanning to develop strategies, identifying the association's unique value proposition, and integrating the brand across all activities. 4) Financial management focuses on developing and managing budgets, good financial reporting, independent reviews and audits, investment policies, and internal controls.

1. Organizational Management
February 22 and 24, 2012
Presented by
Wendy Scott, CAE
Wendy Scott & Associates, Inc.

2. DOMAIN 1: Organizational Management
A. General Management
B. Branding and Positioning
FACT:
14% - 16% of
CAE exam
C. Financial Management
D.Globalization
E. Strategic Planning
CAE Content Outline

3. Fundamental Management Principles:
 Who “owns” the association?
 Who are the “customers”?
 Who manages the association?
 Who makes the
policy decisions?
 Who does the work
of the association?
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4. “Time for Radical Change”
 Time
 Value Expectations
 Market Structure –
Consolidation and Specialization
 Generational Issues
 Competition
 Technology
The Race for Relevance
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5. A. General Management
1. Staff and volunteer leadership association
training
2. Define the association’s core values and
competencies
3. Manage change and innovation
4. Develop partnerships and collaboration to
fulfill mission
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6. General Management, continued…
5. Develop internal and external metrics
6. Processes for efficiency
7. Leadership succession plan
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7. The RULE is… The REALITY is…
Association must do Members want to
collective good and know: “What’s in it
not show favoritism. for me?”
The Rules Must show results Associations are
or impact on comprised of many
and Realities external constituencies – hard
of organizations or
stakeholders.
to please everyone.
Associations Associations must Standards of
be efficient with productivity and
resources. success are often
subjective.
Policy must be Policy making is slow
made with input and reflects political
from members, compromise.
staff and other
stakeholders.
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8. B. Branding and Positioning
1. Environmental scanning to develop branding and positioning
strategies.
2. Identify the association’s unique value proposition
3. Integrate brand into all programs,
services and activities
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9. Crafting the Association’s Value Proposition
Internal Analysis
• How do you create value?
• What are your core competencies?
• What are your capabilities?
• Why should current or prospective members accept your
value promise?
External Analysis
• How do members measure the value you provide?
• How does your value compare to competitors?
• Does your proposed value meet member needs?
• How can you increase the value you’re offering over time?
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10. C. Financial Management
1. Develop and manage budget to strategic plan
2. Good financial reporting system and transparency.
3. Independent review and audits.
4. Manage investments and related policies.
5. Guide financial planning and performance
6. Policies and procedures for string internal controls
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11. D. Globalization
1. Global trends and impact
2. Global opportunities
3. How to ensure relevance
in the global marketplace
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12. E. Strategic Planning
and Thinking…
1. Strong process to advance mission
and vision
2. Communicate the plan
3. Use strategic planning to set priorities and allocate
resources
4. Collect data to develop tactics and action steps
5. Develop funding strategies to support the plan
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13. S.M.A.R.T Goals
Specific
Measurable
Attainable
Realistic
Timely
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14. Change Management:
Importance of Trust During Change
"Fix the trust thing. Everything else,
the vision, values, shared sense of
purpose, and purposeful change will
all follow, simply because
people want them to.”
Association Leader
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15. GOAL:
To get a set of individuals to act
like a single entity.
Always ask this Question:
“If this decision was made known to
members and the public today,
what would the reaction be?”
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16. 7 Measures of Association Success…
Commitment to Purpose
1. A Customer Service Attitude
2. Alignment of Products and Services with Mission
Commitment to Analysis and Feedback
3. Data Driven Strategies
4. Dialogue and Engagement
5. Staff as Brokers of Ideas & Information
Commitment to Action
6. Organizational Adaptability
7. Alliance Building
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17. Wendy’s Personal Tips for Successful Organizational Management:
 Find a Mentor(s)
 Keep up with Trends
 Know the “Best Practices”
 Think globally
 Stay true to your core values, ethics and standards
 Remember who “owns” the association
 Capitalize on your strengths
 Serve to assist members and leaders in reaching their goals
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18. Wendy Scott & Associates, Inc.
8400 Stonegate Drive, Ste. 101
Raleigh, NC USA 27615
Tel. 919.412.2121 Fax 888.412.6704
info@wendyscottassociates.com
Wendy Scott, CAE
President
wendy@wendyscottassociates.com
U.S. & International Association
Strategic Planning & Development
___________________________
Full Service Site Selection and
Meeting Services
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