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
- 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.
- 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.
- Everyone has equal footing. The entire team is accountable for creating the newly integrated and culture.
- Follow-up is critical. Vision and mission statements, performance objectives, annual compensation assessments reflect the new culture.
- 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.”
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. 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
- Post web interviews with Association CEO’s that have best practices. You can view them at any time.
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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 firstname.lastname@example.org.
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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? 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?