By Nick Koerbin
Every day I meet with Association Presidents and CEOs, many complain their organisation has stalled, membership is dropping, and nothing
much has changed in the last twelve months. So, what are the key factors separating a high-performing association from one spinning at
the wheel?
If your organisation is one of those, here are some proven ideas to help.
😁 Foster Strategic Governance and Leadership
Dynamic and effective member associations often excel in governance practices and boast robust and cohesive leadership teams. Boards must
develop a strategic plan and understand how to implement it during meetings effectively. Utilising resources such as the AES Association
Executives Toolkit can aid in this process, offering comprehensive guidance on strategic planning.
😁 Base Decisions on Data and Performance Metrics
To steer your association towards success, gather data to assess its performance objectively. Conducting assessments like the AES Best
Practice Self-Assessment Survey can provide insights into areas of strength and weakness compared to industry benchmarks. Pay particular
attention to metrics like membership growth and retention and the uptake of member benefits and services.
😁Empower Operational Staff and Allocate Resources Appropriately
While strategic plans are devised at the board level, their execution typically falls upon operational staff or volunteers. Empower these
individuals by providing adequate staffing and budget allocation resources. This ensures the seamless implementation of strategies outlined
in the strategic plan.
😁Integrate the Strategic Plan into Day-to-Day Operations
A strategic plan is only effective when used as a management tool in daily operations. Ensure critical goals are reflected in board agendas,
key performance measures are regularly reported, and strategies are periodically reviewed for efficacy. By integrating the strategic plan
into routine operations, associations can stay focused and adaptable in achieving their objectives.
😁Measure and Adapt for Continuous Improvement
Peter Drucker's adage, "If you cannot measure it, you cannot improve it," also holds for associations. Establish key performance indicators
(KPIs) aligned with strategic goals and regularly assess outcomes to gauge the effectiveness of implemented strategies. Whether it's
membership growth, service utilisation, or financial performance, monitoring these metrics enables associations to adjust and refine their
approaches.
👩🎓 In conclusion, the sustainability and relevance of member associations hinge on proactive governance, data-driven decision-making,
strategic execution, and a commitment to continuous improvement. By embracing these principles, associations can navigate challenges, seize
opportunities, and thrive in an ever-changing landscape.
There are many challenges that associations face when generating membership growth, particularly when competing with organisations providing services similar to your potential membership base. Here are some tips worth considering that have worked for our clients.
Most Associations and NFP organisations rely on their members to govern their organisation. Many appointed to the Board have limited knowledge or training, so high-performing associations ensure their new Board members are fully inducted before attending their first Board meeting.
One of the most important functions of an NFP Board is developing, implementing, and reviewing key policies. These are critical for volunteer Boards as they often act as a reference or endorsement of their values and culture.
