How to Ensure the Viability and Relevance of Your Association

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.