Assessments Help Deliver Association Growth

February 25, 2013

Assessments Help Deliver Association Growth

Competitive forces and shrinking corporate profits compel today’s Association CEO to redefine relevance. At under performing Associations this means reexamination of programs, staffing, advocacy and conferences.  For Stephen M. Renna, CEO of the Commercial Real Estate Finance Council www.crefc.org, a thorough assessment and alignment process opened the door to engaging his members and a stronger value proposition for his organization.

Not the First Rodeo

Transforming and growing Associations is something he has done twice before as a CEO.  Prior to CREFC, he applied an assessment process as President of the National Association of Real Estate Investment Managers.

Alignment and Board Leader Buy In Are Key

At both Associations he implemented an assessment process to help make them relevant. He describes the review as taking an Association through a review of “the good, the bad and the ugly.” Seeing the initiative as an “alignment” of his Association’s value proposition with his member needs, he uncovers key data to move forward.

 

 

 Checking off Key Components

1. Association Run Professionally and Competently

Effective operations, business runs efficiently, reports progress to leadership.

2. Alignment with Updated Strategic Plan and Mission

Represents the sector well, staffing and budget support member needs.

3. ROI and Delivery from the Member Perspective 

Relevant programs, conferences, best practices, industry standards, and, policy.

4. Buy In

Collaborate with and secure board agreement on value proposition, and direction. Enlist staff.

5. Execute

Measure qualitative and quantitative success, engage members and communicate results.

Assessments Help Deliver Association Growth

Despite uncertainty Steve Renna sees CREFC positioned to help his members, “It’s more important than ever for Commercial
Real Estate Finance Professionals to participate.”

Does his assessment deliver results? The Association’s member retention could achieve 90% again in 2013, conference attendance revenues are on an upswing as is new member growth.

association growth

 

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

Culture Can Impede Association Revenue Growth

February 22, 2013

Culture Can Impede Association Revenue Growth

Did you ever wonder how the fictional TV character and Football Coach Eric Taylor delivered football championships at two different high schools? Good leaders know, having the right culture drives strong morale, productivity and performance.

In case you are dealing with other priorities, count on board members or a mentor to suggest you address the internal culture.  It’s good advice.

Tips to Drive Culture Change

Checklist:

  1. Establish a neutral and safe environment.  Hire an outside facilitator, they will effectively  engage everyone. They will earn credibility and trust as they move the process forward with clarity and purpose.
  2. Be clear at the start that you want one team applying mutual respect. Everyone helps each other to drive advocacy success, member satisfaction and growth.
  3. Everyone has equal footing. The entire team is accountable for creating the newly integrated and culture.
  4. Follow-up is critical.  Vision and mission statements, performance objectives, annual compensation assessments reflect the new culture.
  5. Recognize success at staff meetings. Be generous in your praise, be specific citing how collaboration makes the difference.

Culture Can Impede Association Revenue Growth

Former colleagues reminded me of the culture change and the  turnaround performance we achieved. Despite a weak economy we grew membership and revenue. Change was difficult,  it included some tough lessons for me too. I’m thankful for what everyone learned in the process.

As CEO’s,  we own the culture. If it’s collaborative, respectful and integrated our chances of achieving growth are greater. Will you be tempted to avoid ruffling feathers? Yes and count on it, you will.  My advice? Listen to Coach Taylor  “… you gotta try. That’s what character is. It’s in the try.”

association revenue growth

 

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

 

Path to Association Growth

February 21, 2013

Path to Association Growth. We’ve created this  blog to provide Association CEO’s and senior managers with a toolkit of strategies and new ideas that lead to growth. My objective is to help you grow your Associations.

Fierce Competition Hampers Growth

You face increasing competition, your members demand value, and your board leaders demand strong financial performance and advocacy results. In real time, this Blog is your new go to resource. Stop by often.

I will include: tips on how to leverage data driven strategies,  and why core connections drive retention and growth and how member engagement is crucial to Association Growth.

Real Time Help

We:

  1. Post web interviews with Association CEO’s that have best practices. You can view them at any time.
  2. Share content breaking ground and helping you grow your Association. We post weekly.
  3. Invite your participation, share your concerns and will work with you to provide solutions.

Path to Association Growth

Your path to growth is more certain when you:

  • Contact us about how Potomac Core Consulting can help your Association grow: phone 703.878.8786, Skype-daniel.varroney, E Mail dan@potomaccore.com.
  • Follow me on Twitter @Dan_Vee
  • Like Potomac Core Consulting on Facebook http://facebook.com/potomaccore

Welcome to the new Association Growth Community.

What are the two major obstacles to growth at your  Association? 

Much more on Association Revenue Growth at www.potomaccore.com

Association Membership ROI or Distraction?

February 21, 2013

Association Membership ROI or Distraction? How did your Association fare on retention and new member growth in 2012? Before end of year, some membership decisions were on-hold, the fiscal cliff among other things were causing companies to hold off renewing or even joining your organization. What did your members decide? It’s connected to whether or not your members perceive their membership as an ROI or a Distraction.

Stay or Go Equation

Companies are evaluating membership differently.  Now companies have a Stay or go Equation. They evaluate by asking is this  membership is an ROI or a Distraction:

  • If it’s a distraction, members vote with their feet and go elsewhere.
  • If membership has ROI, your Trade Association is connected to your member’s business objectives.

Your  metrics will help you determine your Association’s ROI.

Three Step Process to ROI

1. Data Driven Strategies

Example – Quantifying policy impact on corporate business objectives.

2. Core Connections – Help companies achieve business objectives

Example – Do strategies to retain, increase participation, grow new members and sponsors reflect a core connection?

3. Member Engagement – Transformational culture change to “We”

Example – Members are more easily engaged once they see their association working as a strategic ally to advance their business interests through consensus. When they don’t feel actively engaged,  they form their own coalitions, forums and on-line communities.

Association Membership ROI or Distraction?

Steve Lane, President and CEO , Vertical Leap Consulting and I developed this path to Association Growth. Our research says your Association adds value, connects to your members’ business objectives and your members are more engaged.

How can this process help your Association grow revenue and membership?