Change Culture, Deliver Value and Grow Associations

Every Association needs to add more member value, and, they want to grow revenues. However, they first need to change their culture. Why? Culture is the predominant determining factor that sets the stage for Association growth. If the Association’s culture doesn’t buy the change in focus, it won’t happen.

Culture is the Leverage Point at an Association

If a CEO want to shake things up and make some changes, success will be governed by the Association’s culture. In other words, culture is a shared set of beliefs, values, and assumptions that drive how people in organizations behave – because the people in the Association have come to believe that is what works.

Over the years, I have witnessed or participated in many attempts to change Association cultures. The only approach I have seen that works consistently is when the senior management team changes the underlying system of management, and then supports that action by modeling a new set of behaviors.

Implement a Management System at Associations

“Management system” is a new idea, and it is not something often taught to leaders or even a term many use. A change in the management system is enabled by a conscious shift in behaviors by senior management.

An Association’s management system includes all the processes, routines and roles associated with:

Setting direction
Defining accountability
Getting work done
Checking in on progress and results
Adjusting resources and actions in response to results
Solving problems
Acknowledging success

Make It An Association Growth Management System

An effective Association growth management system makes clear how things work, what is expected of people, and what actions are taken when things get off track.

Accountability and transparency are the foundations of great management, but these values come to life when surrounded with functional expectations rather than lofty ideals.