2 Strategies Help One Association Deliver 367% Revenue Growth

January 15, 2014

2 Strategies Help One Association Deliver 367% Revenue Growth. What is clear is that the United Motorcoach Association www.uma.org defines its success to the degree by which they provide products & services which help members enhance their market competitiveness. Over the last sixteen years, UMA’s reputation for helping the industry it represents reflects in its impressive financial performance. Record revenue growth and 92% retention reinforces the organization’s role supporting members who are predominantly U.S. based small business owners.

revenue growthMove Industry Forward

Victor Parra, the organization’s President & CEO, emphasizes that “Our job is to move this entire industry forward.” He utilizes a detailed environmental scan to define the global and domestic issues impacting his members and then engages UMA’s members in an industry assessment survey. This information helps to create a focused strategic plan to advance the industry to higher levels of competitiveness & profitability.

Active Member Engagement

UMA’s board and association members actively participate in the planning process from the environmental scan all the way to an industry assessment survey.

 2 Strategies Matter Most

 Two distinct strategies drive both member value & financial performance:

  1.  Intensive research to align association resources. The website, advocacy agenda, online training programs, committee focus & the annual expo are billboards helping members compete effectively. Members readily connect their participation with their own company ROI. UMA’s results reinforce the connection.
  2.  Planning, execution & metrics. Considerable weight is given to execution. Reviewing its internal processes ahead of time and then measuring member feedback & financial performance assess organizational effectiveness.

2 Strategies Help One Association Deliver 367% Revenue Growth

The UMA’s way forward is consistently defined through market research & member feedback. For Parra & the association though, it is “the journey that is the lesson.”

For a free copy of the “Accelerating Strategic Member Engagement” eBook, request your copy at www.potomaccore.com.

revenue growth

1 Industry Association’s Approach to Non Dues Revenue Strategy

December 10, 2013

1 Industry Association’s Approach to Non Dues Revenue Strategy.  Although Boards look for non dues revenue, they in some cases encourage staff to seek industry collaboration as a part of the effort. SPI: The Plastics Industry Trade Association plasticsindustry.org , developed an approach that  accomplishes both of these objectives.

Collaboration, Industry Advocacy and Revenue Growth

non dues revenueLooking to increase sector collaboration and increase revenues, William R. Carteaux, SPI President & CEO, established a B2B collaborative called resinGear resingear.com. Through this effort, SPI and other plastics related organizations sell their industry’s private line of corporate, industrial, and promotional apparel. This strategic initiative is helping the plastics industry organizations:

  • Achieve industry collaboration and cooperation which had previously been  ineffective
  • Elevates the segment’s brand among clients and the general public
  • Demonstrate their commitment to a “zero waste” threshold in domestic landfills
  • All dollars generated help the industry associations advocate a pro North American Plastics Jobs agenda at all levels of government

Building Upon Core Strength with “Adjacency Expansion”

Organizations like SPI reinforce core & profitable strength by moving into “related segments or businesses,” in order to grow additional revenues. Authors Chris Zook and Jim Allen articulate a similar approach in “Profit From the Core, Growth Strategy in an Era of Turbulence” copyright 2010 Bain and Company. Applying this methodology, Associations and Societies now have the ability to leverage existing customer relationships while they build upon their competitive advantage in a new market area.

1 Industry Association’s Approach to Non Dues Revenue Strategy

Some of the organizations participating include: the Plastics Pipe Institute plasticpipe.org, the Western Plastics Association westernplastics.org, the Vinyl Institute vinylinfo.org & the American Composite Manufacturers Association acmanet.org.

All nineteen plastics Associations are eligible to participate, and Carteaux indicates that he already sees improved industry collaboration.

For a free copy of the “Accelerating Strategic Member Engagement” eBook, request your copy at www.potomaccore.com.

non dues revenue

Can 1 Core Strategy Reverse One Society’s Fortunes?

December 2, 2013

Can 1 Core Strategy Reverse One Society’s Fortunes? For SPI, the Society for the Plastics Industry, the 2009 recession presented an open window of opportunity. Data driven strategies, and competitive assessments started the organization’s transformative and difficult process.

Embrace the Future

SPI’s leadership team seized upon their opportunity to develop what authors Chris Zook and Jim Allen call business boundary definitions & marketplace differentiation (in their book “Profit From the Core, Growth Strategy in an Era of Turbulence”, copyright 2010 Bain and Company).

core strategySeeing the organization as “all things to all people” William R. Carteaux, SPI’s President & CEO, worked with the Board to narrow SPI’s vision, and build a business model that could drive the Plastics sector’s growth throughout the United States.

Industry Collaboration

SPI’s new boundary definition now includes brand owners. For example, Coca Cola, Pepsi & General Mills now participate in the Brand Owner Council. They would join with groups reflecting material suppliers, processors, and equipment manufacturers to reflect the entire plastics sector’s legislative and regulatory agenda.

1 Core Strategy

The 1 Core Strategy combines a flexible business model and constant member engagement to deliver value and motivate participation:

SPI funds legislative, regulatory, education and training tools to help members achieve business objectives. As priorities change so does budget investment to support members in either advocacy or industry training programs.

Carteaux spends 80% of his schedule meeting & listening to member concerns. Through Social Media and staff engagement, staff is a listening post. A new AMS platform & Website, planned for 2014 will enhance organizational tracking &     their call to action capacity.

Can 1 Core Strategy Reverse One Society’s Fortunes?

core strategyA refocused SPI sees dues and revenue losses in a rear view mirror. Core Strategies transformed the organization. New members enroll almost every day, conference attendance is growing and member dues retention since 2012 is 100%.

 

 

For a free copy of the “Accelerating Strategic Member Engagement” eBook, request your copy at www.potomaccore.com.

core strategy

3 Ways One Association Thrives In A Shrinking Industry

November 17, 2013

association3 Ways One Association Thrives In A Shrinking Industry. Industry consolidation, a byproduct of global competition, can sometimes hamper an Association as it tries to secure the resources it needs to advocate effectively for it’s members. However, for organizations like the American Coatings Association,  http://paint.org/, a consistent mission focus  helps to satisfy and engage members as well as deliver solid financial performance.

The Mission Drives Value

Andy Doyle, President & CEO, indicates his Association is “relentlessly focused on the mission of the Association.” Year after year, an ambitious legislative and regulatory campaign embodies what he knows ACA members pay for. Doyle directs “75%” of their focus on government affairs to address member “up at night issues.”

3 Ways ACA Thrives

associationAs CEO, Doyle notes, “we need to stay focused on who we are and what we do.” ACA utilizes its 3 prong foundation to connect to members “up at night issues” and drive home a powerful industry ROI in each of the following:

Advocacy.  Demonstrate consistent commitment to member &  industry success through government affairs programs. Remain visible on legislative and regulatory priorities with legislators at state, local, & national levels.

Complimentary services value. Enhance value chain with products and services that help companies grow revenue including; technical conferences, scientific journals & online training, publications, surveys & tailored business programs.

Staff Continuity. Continuity & institutional knowledge reflect clear understanding of industry and company concerns. Staff retention is key.

3 Ways One Association Thrives In A Shrinking Industry

Implementing an industry “center of gravity” game plan, this Association somewhat mirrors legendary football coach Vince Lombardi’s power sweep strategy. Here too repetition, consistency and solid execution help the organization control their playing field. With industry shrinkage as an opposing team ACA achieves: 95% retention, membership, and product and service revenue growth.

For a free copy of the “Accelerating Strategic Member Engagement” eBook, request your copy at www.potomaccore.com.

association

Can 2 Pain Point Strategies Drive One Society’s Revenue Growth?

November 12, 2013

pain pointCan 2 Pain Point Strategies Drive One Society’s Revenue Growth? Pain point strategies continue to help Associations and Societies deploy services that help companies survive and thrive. Just ask Lawrence D. Sloan, President & CEO, Society of Chemical Manufacturers & Affiliates (SOCMA)( http://www.socma.com/).

From his arrival at the 200+ member specialty chemical manufacturing organization through today, Sloan continually meets with members in their plant facilities. Using a “shoe leather” approach, these meetings have brought about program changes helping realign SOCMA closer to the business needs of its membership. Based on member feedback and gridlock on Capitol Hill, SOCMA has realigned the organization’s advocacy strategy to a heavier emphasis on improving regulations and the regulatory process.

 2 Pain Point Strategies

In today’s competitive environment, membership organizations are aggressively positioning themselves against competitors. Since some companies only choose one membership, effective market differentiation and member ROI could determine either a renewal or a resignation:

1. Member Centric.  With Washington, DC, gridlock inhibiting progress in legislative advocacy, SOCMA uses multiple avenues to advocate issues and concerns impacting the industry, including leveraging its members to make their case to key regulators. Achieving needed regulatory reforms for the specialty chemical sector can help reduce compliance costs.

 2. Make a Difference.  SOCMA’s no-cost member service is an environmental, health, safety and security (EHS&S) management system. With the majority of its members being small and medium-size enterprises (SMEs), they needed an EHS&S program that went beyond the one-size-fits-all approach of programs like Responsible Care. Consequently, they established their ChemStewards® program in 2005 to meet the unique needs of the batch, custom and specialty chemical industry and its membership.

Can 2 Pain Point Strategies Drive One Society’s Revenue Growth?

pain pointSince 2009, a pain point focus helped SOCMA drive 18% retention improvement and double-digit non-dues revenue growth. Not yet satisfied, Sloan plans more improvements in SOCMA’s value proposition and an accelerated new member growth campaign.

 

For a free copy of the “Accelerating Strategic Member Engagement” eBook, request your copy at www.potomaccore.com.

pain point

3 Goals Transform an Association Business Model

November 6, 2013

 association business model3 Goals Transform an Association Business Model. It’s never easy to embrace the hardships of a historic recession or its aftermath.  However Tom Dobbins, President at Arlington, Virginia based American Composite Manufactures Association (http://www.acmanet.org/)  (ACMA) seized a key moment in time. Dobbins and his team succeeded in closely aligning their organization with its small and large composite manufacturers, suppliers and distributors. Three year overall 9% revenue growth and 10% annual conference growth after suffering through the downturn signals the Association is on track.

ACMA Embraces Core Focus

Reinforcing a widely accepted approach among growth minded CEO’s, ACMA reformulated its Mission Statement reinforcing its commitment to their manufacturer and supplier member base. Moving forward the Association would provide direct ROI for dues dollars invested:

  •  Relevant education and information.
  • Expertise and representation in legislative and regulatory affairs.
  • Market growth and development.

3 Goals Transform an Association Business Model

 Associations like ACMA narrow their focus reflecting clear cut deliverables for dues payers. The  Board of Directors renewed its commitment to support their members in all 50 states:

  1.  Provide resources for managing and growing businesses that are utilized    by a significant number of the membership.
  2.  Provide resources that a significant number of the membership find useful in educating and training their employees.
  3.  Develop multiple communication channels to disseminate information to the greatest number of member companies and other stakeholders.

Upping Their Game

Increasing their Advocacy efforts through a Federal Agency Forum, launching a new online learning platform and in October 2014, the launch of CAMX produced by ACMA and SAMPE. This event will provide educational programs and networking opportunities for sharing product innovations and establishing key industry contacts.

3 Goals Transform an Association Business Model

Dashboards reflecting data and metrics keep Tom Dobbins and his team focused and executing the 3 key goals that helped realign ACMA and transform its business model (http://bit.ly/13zCQkw).

For a free copy of the “Accelerating Strategic Member Engagement” eBook, request your copy at www.potomaccore.com.

association business model

1 New Strategy Revolutionizes Association Member Engagement

October 31, 2013

association member engagement1 New Strategy Revolutionizes Association Member Engagement.  Implementing a board mandate, Security Industry Association (http://www.securityindustry.org), CEO Don Erickson encourages industry collaboration throughout the Association’s landscape.

The strategy is reflected in programs and services and visibly connects the Association’s business model to member business objectives.  Financial performance metrics reinforce this approach: retention, new members and event participation are all net positive.

What is the 1 New Strategy? 

Breaking past traditional political & legacy issues, SIA’s utilization of industry collaboration is opening new windows of opportunities. It’s also identifying new ways to support their member business growth objectives.  Some examples of the Association’s outreach includes:

            • Membership Diversification
            • Alliance Building with Other Industry Associations
            • Community Building

Member Objectives and SIA Business Model

Another key element of SIA’s transformation is the increasing their levels of company support. Building past primary membership contacts within an individual company, SIA is achieving member depth through reinvigorated strategies implemented by the membership team to reach General Counsels and C Suite officers and engage them in their areas of interest. The end result is higher levels of participation and strong member retention.

Collaborate & Grow

Under the umbrella of Alliance Building, CEO Erickson & his team methodically work to deliver programs that move the needle for their members. Increasing investment in online and in person training are just one example for what’s on tap for SIA members in 2014.

1 New Strategy Revolutionizes Association Member Engagement

As membership climbs, SIA’s almost 500 members who comprise the value chain of the electronic and physical security industry view the Association as a necessary strategic business partner. Key metrics confirm growing industry support too, retention consistently over 90% and average growth of almost 10% per year.

For a free copy of the “Accelerating Strategic Member Engagement” eBook, request your copy at www.potomaccore.com.

association member engagement

 

Association CEO Nails Critical Member Engagement Question

October 29, 2013

member engagement questionAssociation CEO Nails Critical Member Engagement Question. As the economy grows at what some economists call a “snail’s pace,” an Association CEO who knows the right question to ask is worth their weight in gold. Just ask Julia Hamm, the energetic and passionate President & CEO of a dynamic enterprise, the Solar Electric Power Association www.solarelectricpower.org. In the three year window,  between 2009-2011, SEPA membership grew 50%.The industry Trade Show (SEPA partners with the Solar Industry Association) blossomed from 1,100 attendees in 2004 to 25,000 in 2010.

One Critical Member Engagement Question

“From a member perspective, does your Association bring together constituencies creating new solutions; driving member value that shapes both industries and professions?” Serving a combined national membership of Solar Industry Companies (manufacturers, project developers and finance firms) and Electric Utilities, SEPA leverages its strategic plan to deliver products and services shaping Solar Industry acceptance and business success.

Listen, Learn & Lead

Annual member surveys and “going deep” inside member companies to best understand how the organization can deliver value aligns SEPA closely with its dues payers. Programs including: Solar Power International, The Solar Industry Member Advisory Council (SIMAC), The Utility Solar Conference forum for utilities, One Hour Monthly webinars & Fact Finding Missions attract strong participation and reinforce the Association’s solid value proposition.

Association CEO Nails Critical Member Engagement Question

With her strong staff team, board of directors and 900 members , SEPA Chief Executive Julia Hamm knows the one critical question. More importantly, the strong performance confirms she also knows the answer.

For a free copy of the “Accelerating Strategic Member Engagement” eBook, request your copy at www.potomaccore.com.

Member Engagement question

3 Critical Member Engagement Questions

October 22, 2013

Member Engagement questions3 Critical Member Engagement Questions. While CEOs and senior managers define member engagement differently, they all agree it’s an important component of their future strategy. With ongoing Washington, DC gridlock and a low growth economy, Associations and Societies see member engagement as an opportunity to best connect members to their organizations.

Have You asked the 3 Critical Questions?

Peter Drucker notes “My greatest strength as a consultant is to be ignorant and ask a few questions.” When it comes to Member Engagement, knowing the right questions to ask is mission critical to accelerating participation and growing revenue:

  1. Has your Association surfaced linkages between its member engagement practices and its business model?
  2. Does your organization track contribution and collaboration behaviors that are predictive of even stronger levels of future engagement?
  3. From a member perspective, does your Association bring together constituencies creating new solutions; driving member value that shapes both industries and professions?

Answers to these three questions could provide key data that could better link organizations with their market place. However, knowing what the broader Association community is applying effectively would also be useful.

3 Critical Member Engagement Questions

member engagement questionsThe recent Federal Government shutdown is a reminder on how complex the Association marketplace is nowadays. Asking the right questions and having survey data will provide clarity as senior managers prepare and finalize their 2014 budget proposals.

 

For a free copy of the “Accelerating Strategic Member Engagement” eBook, request your copy at www.potomaccore.com.

 

Member Engagement: Call to Action

October 15, 2013

Member Engagement Member Engagement: Call to Action. Three organizations, Potomac Core Consulting, Vertical Leap Consulting and icimo are joining forces to conduct a Member Engagement Strategies Survey. Unlike any other to date, the survey focuses on Member Engagement as a game-changing growth strategy. The primary objective of the survey is to identify innovations and leading-edge practices in member engagement.

Define Future Member Engagement Levels

Potomac Core President & CEO Daniel A. Varroney notes “we’ll surface linkages between member engagement practices and an association’s business model.” Vertical Leap President  Steve Lane adds “we’ll also discover examples where associations are tracking contribution and collaboration behaviors that are predictive of even stronger levels of future engagement.”

Member Engagement: Call to Action

The online survey is being conducted during October and sent electronically to more than 5,000 Association and Society Executives around the United States.

Bryce Gartner, CEO of icimo notes: “The survey is built around core principles.  At the heart of these principles is the Association’s value premise.  Associations are positioned to bring together constituencies creating new solutions; driving member value that shapes both industries and professions.”

Potomac Core – Association Consulting, www.potomaccore.com, is a Washington, DC area custom focused one stop shop delivering highest quality growth strategies and solutions to U.S., National, and International Associations and Professional Societies. We help your Association surface actionable, market-based data. Then we create discussions about your member’s business outcomes to align your Association with their business outcomes.

Vertical Leap Consulting, www.verticalleapconsutling.com, is all about growth and positioning strategies for associations and healthcare organizations. Founded in 2002, we are headquartered in the Montgomery County, Maryland suburbs of Washington D.C.  We assist executives and boards who face tough challenges and compelling reasons to enhance their organization’s impact.

icimo, www.icimo.com, headquartered in the North Carolina Triangle Area offers software and services that gets any size organization using their data quickly.  Our tools combined with training and best practices give clients a jump-start to being data driven, transforming “big data” from buzzword into successful real world strategies for driving results by turning insights into action.  

For a free copy of the “Accelerating Strategic Member Engagement” eBook, request your copy at www.potomaccore.com.