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Understandably Strategic Plans in a number of cases are out of date, this creates an even bigger opportunity: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