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.