Associations 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:
- Profit focused legislative and advocacy agenda – Your Association uses dollar amounts to quantify cost impact and growth opportunities.
- Market driven Conferences and Seminars – Formulated to satisfy member training needs year after year.
- Lead/Identify New Markets for Members – Develop a research capacity powerful enough to be the early adviser on new domestic or international market opportunities.
- 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.