Strategic Association Boards?

June 11, 2014

Strategic Association Boards? New CEO’s who want their association boards to have a more strategic posture are more likely to be successful if they’ve first demonstrate their business and operations expertise. Having balanced budgets, a focused staff team, and satisfied members help newly minted CEO’s earn the trust they need. Once this is accomplished, they can focus their board’s attention to important strategic issues like member engagement.

Time Of Dramatic Change

New CEO’s recognize that today’s corporate and individual members view their participation with associations through a very different lens. They also understand that associations have experienced wide swings between the good times as they try desperately to identify new sources of short term revenues and to be perceived as relevant. However, getting their arms around complex and dysfunctional operations is the first order of business.

Trust From the Board

strategic association boardsAlthough boards had confidence when they hired their new CEO, they want their hiring decisions confirmed. This is best accomplished with balanced budgets and sound business operations says Christopher E. Laxton, CAE, Executive Director, AMDA, www.amda.com,The Society for Post Acute and Long Term Care Medicine:

Move Association Boards to Mission Focus

With a solid foundation, boards are more likely open to conversations about strategy and the mission. After having earned trust and confidence, CEO’s are ready to ask questions to redirect the board’s focus from tactical to strategic outcomes. As Board Members and Staff are busy putting out fires, CEO’s can now ask the “why?”, “why us?,” and “what’s the relative impact?”

Strategic Association Boards?

Without question, having a strategically focused board magnifies an Association’s positioning and impact. Highly engaged and strategically focused Boards have a very high correlation to the Association’s operating results (see 3/19/14 post) http://bit.ly/Uh09AY.

Free eBook “Accelerating Strategic Member Engagement” for Association Executives upon request at www.potomaccore.com, www.icimo.com, and www.verticalleapconsulting.com.

strategic association boards

Trade Association Insights: Advocacy, Industry Promotion, & Strategic Partnerships

October 18, 2023

Advocacy is at the core of every Trade Association Business model. However, Advocacy and how Trade Associations execute their policy and regulatory efforts is rapidly evolving. At a time when Industries most need help, the polarized political environment is stalling forward movement on key policy initiatives. In response, Trade Associations are reimagining their approaches to policy and regulatory challenges, and they are delivering new approaches to achieve Advocacy results that their Boards and  members expect.

2024 Trade Association Strategic Planning Must Align Organizations With Members

September 26, 2023

Regardless of Company size, there are concerns around a possible economic downturn in 2024. Every Industry is increasing its scrutiny on how they spend time and money on outside resources. This is nothing new as Trade Associations continue to evolve their value imperative. From the Global Pandemic through today, CEO’s are reinventing themselves to look, think, and act more like the Industry they serve, and focused on delivering the greatest possible return on every dollar spent. In many cases, Boards see their Trade Associations as the Industry and they do because their organization is aligned with their “Awake at night” challenges and business outcomes.

Members Hire Strategic Solutions

March 3, 2020

Members Hire Strategic SolutionsBreaking news. Executives and Professionals seek strategic solutions from their Associations. Facing increasing pressure to produce results, they only engage in activities that help them overcome business challenges and achieve results. Associations are meeting their new mandate, by energizing their Boards to do big things, and help their members thrive in an era of uncertainty.

Does Your Association Board Have A Strategic Focus?

March 19, 2014

Does Your Association Board Have A Strategic Focus? At a time of unprecedented change, some CEO’s view strategic boards as indispensable and an important driver to the success of an organization. As demographics, technology, the economy, and the nature of commerce rapidly shift from one day to the next, boards with strategic focus could be the difference between success and failure.

Key Capability

strategic focusIn a joint survey conducted through the collaborative effort of Vertical Leap Consulting, icimo, and Potomac Core Consulting, very highly engaged boards who are strategic in focus were recognized as one of six capabilities reporting upward trending 3-year operating results. For Christopher E. Laxton, CAE, Executive Director, AMDA (www.amda.com),The Society for Post-Acute and Long-Term Care Medicine, and a 2014 Alumni Examiner for the Malcolm Baldrige National Quality Award, the survey results have even greater implications. He views the results as providing external validation of the strategic focus that all boards must have to navigate a changing and challenging landscape.

“CEOs Must Lead The Board”

As Associations face increasing competition, more public scrutiny, and higher stakes, Laxton contends that “more CEO’s should take on board development.” Reflecting on professional experience and results from the Strategic Member Engagement Survey, he emphasizes that “when boards focus strategically, we can more easily see the results.”

Laxton believes that CEO’s should start the process by asking themselves, “How can I make my board more strategic?” and understand that boards don’t always understand how to become strategic in the first place. He works with board chairs to define the culture, i.e. “talking and getting nothing done” or “instilling a sense of urgency and taking action.”

Does Your Association Board Have A Strategic Focus?

From Laxton’s perspective, every minute that Association CEO’s invests in the Board can help deliver increased engagement and revenue growth.

For a free copy of the “Accelerating Strategic Member Engagement” eBook, request your copy at www.potomaccore.com.

strategic focus

“Outside In” Association Boards?

March 12, 2014

association boards

“Outside In” Association Boards?

The overall impact of very highly strategic boards with a high understanding who strategize about the needs of the average member is reflected in Association business model performances. New data from a Strategic Member Engagement Survey shows organizations who are “Outside In” are far more likely to deliver strong performance in retention, annual revenue, primary meeting registrations and timely membership renewals. This and other survey data was shared through the collaboration of icimo, Vertical Leap Consulting, and Potomac Core – Association Consulting.

Why “Outside In” Boards Matter

As Associations and Professional Societies work to remain relevant, a strategic board can provide important linkages to member “up at night” issues and the business and professional outcomes that members want to achieve.

Alignment With Member Outcomes

outside inIn an important example, keeping an Association reflective of member business outcomes (“outside-in) is a deliberate focus for Julia Hamm, President & CEO of the Solar Electric Power Association www.solarelectricpower.org.  By design, the organization’s board reflects all sectors of its core membership ranging from large regulated investor owned electric companies to small municipally owned electric utilities.

Hamm and her senior team consistently utilize their strategically focused board to understand their “up at night” issues. They utilize direct market feedback  to develop products and services which help effectively address  and engage members in solutions to their “up at night” issues. “What’s driving us is what they need, not what we need” emphasizes Julia Hamm. This member outcome focused approach helps the organization achieve consistent 94-95% core member retention.

“Outside In” Association Boards?

Strategic boards who provide high level perspectives on member and professional outcomes help motivate and drive Strategic Member Engagement. They also help an Association remain highly relevant on a consistent basis.

 

outside inFor a free copy of the “Accelerating Strategic Member Engagement” eBook, request your copy at www.potomaccore.com

 

Association Boards Say, “Show Me The Growth”

August 7, 2013

association boardsAssociations Boards Say, “Show Me the Growth.” The great recession and its aftermath dealt a powerful blow to Association revenue and membership growth. A number of Associations utilized reserves to navigate through the lean times but Boards want the reserve funds replenished for the next rainy day. Easier said than done? Of course, but the clock is ticking. CEO’s are wise to heed Board Member Calls for Association Growth.

Mirror The Marketplace

Boards expect their Associations to reflect their growth expectations to the marketplace.  For example, America’s conglomerates of the 1980’s? The once super sized mega conglomerates are now core focused juggernauts keenly in tune with their marketplace. By reconciling products and structure with customer pain points, Companies are nimble & profitable. What’s more, many successful leaders participate on Association boards and they expect similar results.

4 Steps to Association Revenue & Membership Growth

The tough growth environment opens the door to transformational approaches.  What Association Boards could have scoffed at before might now be embraced with open arms. Apply market data in order to transform your Association to help members, prospective members and sponsors more readily advance business objectives:

  1. Profit focused legislative and advocacy agenda – Your Association uses dollar amounts to quantify cost impact and growth opportunities.
  2. Market driven Conferences and Seminars – Formulated to satisfy member training needs year after year.
  3. Lead/Identify New Markets for Members – Develop a research capacity powerful enough to be the early adviser on new domestic or international market opportunities.
  4. Track and Motivate Participation Against Member Cost and Growth Needs – It’s member engagement when members feel the “we” culture and they’re energized because your Association is lined to their success.

Association Boards Say, “Show Me the Growth.”

Increased competition, especially now from for profit competitors, make the growth landscape more challenging. Yet some have transformed their business models and drive impressive revenue and membership growth including: Technology Association of Georgia ( www.tagonline.org/), Commercial Real Estate Finance Council (www.crefc.org/), Air Conditioning Contractors of America (www.acca.org), and the Global Cold Chain Alliance (www.gcca.org).

For a free copy of the “Accelerating Strategic Member Engagement” eBook, request your copy at www.potomaccore.com.

association boards

Seeds of Association Growth Inside Strategic Plan

April 22, 2013

Seeds of Association Growth Inside Strategic Plan

 Association Executives can rely on their Strategic Plans to direct strategy, staffing and budget investment year over year. The document is developed on a foundation of data driven strategies, core connections and member engagement. Taken together these elements can assist Association’s achieve their mission, satisfy members and sponsors and attract non members to join. While there may be no certain way to success, the Strategic Plan is a likely starting point.

Governance

Based on recent history, CEO’s experience greater boardroom participation than ever. The great recession compelled Board members and leaders to play an increasing role as fiduciaries. For CEO’s this can be welcome news, after all Board Leaders want to solve problems and they’re willing to roll up their sleeves and do whatever possible to help their Associations achieve success.

It’s a perfect time to join forces, collaborate and achieve the win-win that makes an Association durable, relevant and successful.

Seeds of Association Growth

CEO’s can develop a performance dashboard, match it with the strategic plan and develop a priority list of possible solutions to engage the Board of Directors. This level of transparency will breed trust and display the level of leadership they expect in uncertain times.

Understandably Strategic Plans in a number of cases are out of date, this creates an even bigger opportunity:

Data Driven Strategies – Survey the membership, include non members and sponsors. Organize an internal marketing committee and conduct a competitive intelligence exercise. Develop themes and match them with current strategies and investments.

Core Connections – The updated dataset will help Associations reconnect or establish an even closer connection with their members business objectives.

Member Engagement – Data and participation metrics could either reassure Associations or cause them to transform their culture once again. Members want to know they are having impact on policy direction, otherwise they invest their time somewhere else.

Throughout this effort Associations are planting the seeds of growth, because data driven strategies, core connections and member engagement are key to member satisfaction and long term revenue growth.

Make Revenue Growth Possible

CEO’s can now deliver to their Board an action plan based on actionable data and member business concerns. They’ll know they had a hand in repositioning their Association. By all means suggest quarterly progress updates, reinforce the partnership achieved in the process to keep them engaged.

It’s now a good time to ask for their help, however the request should focus on Pain Point Initiatives identified in the Strategic Planning Process:

Deploy member recruitment campaigns – Your requests must reflect the Association’s policy agenda and require just a few minutes of the Board Member’s time. Show how the new revenue helps the Association achieve objectives outlined in the updated Strategic Plan.

Invite participation on at-risk member strategies – As Board participants they know the value provided to members and can be very helpful.

In these and other cases where you engage the Board, express appreciation and report the outcome. Tally the successes and then acknowledge the individuals who were helpful.

Seeds of Association Growth Inside Strategic Plan  

One CEO utilized this approach to realize a new revenue stream and grow membership. In another case a CEO doubled sponsor sales. Planting the seeds of Association growth in ground fertilized with data driven strategies, core connections and member engagement works.

It’s useful to leverage every approach available to drive member and sponsor satisfaction while Association’s achieve revenue growth. While boards hold CEO’s accountable, Board and CEO success or failure are inextricably linked. In baseball terms we know this approach “as stepping into the pitch.” Today CEO’s should step up to the plate and swing away.

strategic plan Free eBook “Accelerating Strategic Member Engagement” is available for all Association Executives at www.potomaccore.com,www.icimo.com,and www.verticalleapconsulting.com.

 

Stop Selling Stuff

April 26, 2017

stop selling stuff

At the start of your board meetings do board members ask themselves “I hope they try selling stuff today?” Of course not. If anything, they want your organization to stop selling stuff. In today’s disruptive environment they are preoccupied with their business challenges and global uncertainty. Hearing endless staff reports and selling stuff is not where they are at anymore.  Today’s board members want strategic meetings focused on their external challenges and they want their Associations to help them address these challenges.

Please Stop Selling Stuff

When your Trade Association was launched, your founders were focused on how an organization could address business challenges and achieve specific outcomes.  They believed a combined effort would accomplish more as an industry or a profession that they could on their own. It’s a safe bet that your founders never imagined that they should hire staff to “sell us stuff” at board meetings. 

Board Members Tuning Out

stop selling stuffEveryone listens to their favorite radio station “WIIFM,” What’s in It for Me. If you observe several board members staring at their mobile devices or texting during your meetings, they’ve already switched channels. Keeping them tuned in to your channel means you must address what they hope to hear.

Highly Engaged and Strategic Boards

How do we make your Association remain number one on their listening dial? First, elevate your board meetings to strategic conversations about board member business challenges. Secondly, minimize the staff “report out” practice as much as possible.  Instead, discuss how these business challenges could be addressed through your association. This makes your meeting relevant and helps to justify a board member’s time away from their business.

What do our board members really tune in for at Board Meetings?

  • Discussions addressing critical business challenges and opportunities and how their Association could help address these challenges.
  • How the Association is continually building more allies to help leverage the industry’s position to reduce regulatory compliance costs.
  • The organization is investing its revenues to produce market research or technologies that provides meaningful insights to reduce costs or grow top line revenue.

These approaches accelerate board engagement and make your board deliberations more strategic. Boards who are highly engaged and strategic in focus outperform those organizations who are not.

Understanding Board and Industry Perceptions

Every board member has different expectations, business challenges, and business opportunities. Knowing and understanding these issues help to align your board meetings with the strategic outcomes that your board members care most about. You can surface these perceptions through your strategic business planning process through:

  • Industry or Profession Focused Board interviews.
  • An industry wide business impact survey (instead of an association focused product and service satisfaction survey).

This detailed and actionable research helps you identify and prioritize the issues that move the needle for your board and the membership.  In doing so, your organization can reposition itself as a solution partner and in doing so become more relevant.

“WISP” A Station Your Board Wants to Hear

Increasingly Trade Associations are positioning their organizations to that of a Worldwide Industry Solution Partner (WISP). For example, NPES, the Aluminum Association, the American Staffing Association, the Society for Vascular Ultrasound, and the Jewelers of America have transformed themselves into WISP’s. Each of these organizations are finding new and innovative ways to serve their members, promote their industry, or help to accelerate the relevance of an important field inside the medical profession.

Worldwide Industry Solution Partners

WISP’s align with and drive business outcomes for industries. For GCCA, the Global Cold Chain Alliance, it’s about helping the industry manage and rein in their regulatory costs:

  • In 2009, the industry’s fines and inspections increased by more than 300%.
  • GCCA signed the first OSHA Alliance with the new administration in mid-2010.
  • The Association collaborated with OSHA on safety initiatives, and inspector training.
stop selling stuff

 

stop selling stuffGCCA’s actions on behalf of the Cold Chain helped reduce compliance costs considerably. By understanding member expectations, member business challenges and top line growth opportunities, the association is much more relevant. What’s more, associations like GCCA are increasingly listener favorites. Its strategic plan is a chart topper, it reflects the industry’s challenges while it helps drive business growth through the Association. GCCA is not selling stuff, it is driving industry business outcomes.

Stop Selling Stuff

stop selling stuffAlthough there are visible signs of economic growth, global terrorism threats and weak consumption are holding back more robust growth. If we want board members to stay tuned to our channel we must play what they want to hear or they will tune us out. So if your board members are sarcastically saying “I hope they try selling stuff today?” It’s out of frustration and only a matter of time before they vote with their feet and their checkbook and tune in to an entirely different channel. What they really mean is stop selling stuff and instead help their industry address its challenges and drive its business outcomes.

stop selling stuff

 

 

Free eBook “Accelerating Strategic Member Engagement” is available upon request for all Association Executives at Potomac Core – Association Consulting

Post Brexit Associations

June 30, 2016

The Brexit vote in the United Kingdom along with modest and subdued global economic growth will continue to affect corporate decisions on external costs not related to top line growth and operating performance. Associations in a number of instances are increasingly more relevant, and have strategic objectives closely aligned with the industries they serve. These organizations also have the characteristics that define Post Brexit Associations.  However, in a rapidly evolving global market, how aligned is your association in order to help your members and their industries meet new challenges?