Author Archive

Ask the Members?

November 3, 2010

We’re trying to figure out how to shift what we’ve been doing with one of my clients. It’s clear to everyone that trying to do a repeat of last year’s program isn’t going to work, but when I get the leadership together to ask about next year, it’s genuinely hard for them to come up with new ideas. When they hit that point, they typically give me a directive: ask the members. Find out what they want and deliver it to them.

survey question imageAnd I like this answer. I love data, and I’m no fan of a dozen people sitting in a room deciding what everyone else wants. But there’s a problem here. We already asked them, and we delivered what they said they wanted, and it turns out they didn’t want that. I’m oversimplifying a bit, but I’m just not convinced that every situation calls for a member survey about what they want, or if they want x versus y. Rather, we can ask them that and the data may be helpful, but they will not tell us what to do. Those data will not give us the answer.

So do the surveys, but when you decide what programs to offer, sometimes you need to get out in front and push them. Analyze the data, but try to see past it.

Image credit

The Burden at the Top

October 6, 2010

One of my favorite books is Seeing Systems by Barry Oshry. It comes from one of my fields of study–organization development, and it’s a beautiful book that explains quite clearly how all systems are alike. They are also unique of course, but they follow very similar patterns. Specifically, the people at the “top” of the system (those in charge) tend to behave similarly–no matter WHO you put in those positions. Same for people in the middle, and same for people at the bottom of the pyramid.

Oshry argues that each  spot in the system has its own “burden.” The burden at the top is the burden of responsibility. Because we are in charge, we are the ones who are responsible. It’s our collective butts on the line here. Unfortunately, that tends to push us into wanting more control (I’m responsible for the outcome, shouldn’t I have control?) which, in the end, makes the whole system less effective.

Association CEOs really need to remember this one. We’re the ones to answer to the Board. We are on the phone at the Executive Committee meeting where you have to consider canceling a planned event because of lack of attendance. If things go right, they’ll tell us that we’re doing a good job (and once in a while they’ll acknowledge the staff). If things go wrong, we are the ones to get fired or at least take the heat.

And that’s part of being at the top–but it doesn’t mean we are alone. I have been struggling recently putting together a budget for a client whose numbers are suddenly being hit very hard due to the economy. It’s a tough job to make this budget balance, so I asked for help. I got other staff people here in the office involved, including the staff that works on this client, but also including staff that doesn’t. The more voices I got into the conversation, the quicker the insights came.  I even got a call from across the country from a friend who helped me brainstorm. I’m still working on it, but I made great progress as soon as I let go of doing it all myself.

Disconnect

August 31, 2010

I’m back from the ASAE Annual Meeting. I’ve already done recap posts on the SocialFish blog and the Get Me Jamie Notter blog, so I wont do one here. But I do want to comment on a post by Marc Mestdagh on the Acronym blog. Marc is from Belgium and has been doing a few guest posts on Acronym. He and some other Belgian association executives came to the Annual meeting this year, and he had an interesting insight after his trip:

If I look back now at my trip, it surprises me to see that on the one hand there seems to be a greater awareness of the importance of associations (the Power of A) and all issues concerning thoughtful leadership, innovation, social media were omnipresent throughout the conference. But if you talk to attendees and look closer to what is really done in practice, I had the impression that what seems to be perceived as strategically important are foremost rather basic issues of association management (membership issues, dues, education programs, etc.).

This worries me a bit–that we talk the talk about cutting edge association leadership, but when we get back to the office we mail out the dues invoices and plan the next networking event. Not that there is anything wrong with dues invoices or networking events, but are we actively connecting what we learn at our conferences to the daily work of our jobs? We certainly pitch this to our members, right? Come to this year’s conference and learn practical skills you can use today! Are we doing that when we go to our own field’s learning events?

Telling Stories

August 6, 2010

I don’t think this is unique to association management, but it seems every day I am reminded in this job that one of the most critical skills is telling stories. Human beings love stories. We’ve been telling them since the dawn of time, and as humans we have almost no choice but to be drawn in by a good one.

When we get mired in work, however, we end up doing things like staff meetings, and evaluation reports, and proposals, and memos. These are all fine (and necessary), but they still need to tell a story. They need a narrative that makes sense to people. Because without it, people will make up their own story, and that usually works against our interests.

Be Strong

July 14, 2010

Once upon a time I was being briefed by a Board President prior to doing some work with their Board. His advice to me, in summary, was to “tread lightly.” He implied that they were a bit of a sensitive group and perhaps skeptical of outside consultant types. I got the sense they didn’t want to be lectured at or told what to do.

And that’s fine. Anyone who knows me knows that I don’t like telling poeple what to do (maybe even to a fault). But when I started doing the work, I ended up focusing too much on the “tread lightly” advice. I was quiet, and didn’t speak up, and waited for them to give me things to which I could react. In short, I was passive. And that didn’t serve me or the Board.

I realized, in retrospect unfortunately, that in my quest to not offend or control, I effectively removed all of my power from the equation. There is an important difference, it turns out, between being powerful and being controlling. There is a difference between being strong and dictating.

In general, we need more strength in our organizations. We need more people being powerful–not controlling or dictating–but powerful and strong. This is true of Board members, consultants, and the people whose boxes are at the bottom of the organizational chart. Play your cards. Speak your mind. Make your contribution. Get it done. You can do all of these things while still “treading lightly” if you are aware of the others in the system and engage them respectfully. But holding back and playing small and waiting until later, in most cases, is not the path we need.

What if Dues Went Away?

June 30, 2010

Yesterday I wrote a post over on Get Me Jamie Notter about the idea of strategy as a “pattern of investments.” This got Scott Briscoe thinking, and he then wrote a post on Acronym taking that to the next level, suggesting five specific things association leaders could do to develop their capacity for actively changing patterns.

(On a side note, this is what I absolutely LOVE about blogging. I read one blog post, that sparked me to share a fairly brief idea, that sparked Scott to share something… So much insight is generated this way, that just didn’t happen as easily before social media. But I digress…)

I love Scott’s ideas for figuring out new patterns. My favorite was his fifth one: imagine that in 24 months your dues revenue will be down by 75%. What would you do? How would you shift to draw in revenue that was not an obligation that needed to be “renewed” every year? You know you’d need to drop programs with such a dramatic cut in revenue, so which ones would go or be transformed? For everything that is “subsidized” by dues, who are the people that really value it? Would they pay? I think these kinds of questions are excellent ones to answer and would probably prompt a lot of pattern shifting, even if your dues were increasing.

Making Sense of Engagement

June 9, 2010

My friend David Gammel wrote the cover story in Associations Now in May, and he did an excellent job of taking the feel-good, high-level concept of membership “engagement” and bringing it right down to the operational level. It’s a truism in association management that engagement is a good thing: engagement drives retention, engagement drives growth…but how does that really work?

David presents an “engagement acceleration curve” that clarifies the different levels of engagement and, more importantly, demonstrates a progression from less engaged to more engaged. Often, particularly in small associations, I think we just look right to the end. Who can we get on the Board? Who can we get as a major sponsor? These are very high levels of engagement, which really require a progression through other levels. We might intuitively know this, but I think it helps to be more explicit about it, so we can effectively feed the funnel, so to speak.

I look at some of the associations that I manage and I realize that we are not offering enough effective engagement opportunities at the lower end of the scale. And when we do offer them, there isn’t a clear next step, other than to join or come to an event, which are bigger steps. I also find it interesting that in one case, coming to an event (we do them monthly) one would think would be an easier step than joining (which costs between eight and twenty times the registration fee of one event), yet nearly all of our attendees are members. Hmmm.

Thanks, David, for helping me to think more clearly about these issues in concrete ways!

Association Social Media Wiki

May 31, 2010

In case you didn’t know about it, the association community has its own wiki for tracking which associations are using social media. It was started by association social media pioneer Jeff De Cagna, but Lindy Dreyer of SocialFish has taken it over lately. Of course it’s a wiki, so the pages themselves are actually created by the users. ANYONE can go on that site and create or edit a page.

I just added a page for NARI Metro DC, one of the associations I manage. I just put in our Facebook Page and our twitter account. Some of the other associations on there have more detailed listings including stories of why they started social media.

So if you’re just dipping your toes into social media, check it out and see what others are doing. And if you’re actually doing social media, then create an account and make a page! (Hint: if you’re nervous about the coding, just find a page you like and copy the source code.)

You Can Start Slow…But Start

May 4, 2010

Maggie McGary is the Social Media Manager for the American Speech Language Hearing Association, and she recently posted on her Mizz Information blog about the results of the ASHA fan page that she set up in Facebook.

According to Maggie’s post, they started the Fan page about  eight months ago with no goals and no plan, and today it has 20,000 fans. Now, ASHA is a big association and it has a large student base, so I doubt all associations will get this kind of growth, but it points out a key lesson when it comes to social media: get out there before you are clear on what you are going to do in social media. I don’t mean jump into all the tools because they are the newest thing. You still need to develop a strategy. It’s not “if you build it they will come.”

But you are not going to have your strategy all developed first and THEN you launch your initiative. You’re going to be developing it (in part) on the fly because part of the essence of social media is that the users actually get a say in how it develops. But the longer you wait to start and get out there, the longer it will take for you to get the results.

You Can’t Schedule Strategy

April 5, 2010

calendar imageThere was a post not too long ago on the ASAE Executive Management listserve that asked about the ideal schedule for doing strategic planning. The bigger issues, the author suggested, like revisiting mission and vision, should only happen every five years or so, and then smaller things could be tackled on a more frequent basis. One of the issues requiring this schedule was the fact that the volunteer leaders were very busy and could only devote so much time to this work. My comment was brief:

Strategic opportunities and crises are both blissfully unaware of our calendars and how busy our elected leaders are.

You need to change your mission at the precise time you need to change your mission.

The question isn’t how often you talk about it. The questions is how would you even know that your mission is no longer cutting it?

There are parts of a strategy process that can be scheduled, but understanding the core value you deliver to members, customers, or clients has to be continuous, because it is constantly evolving. And it’s not just understanding the value you delivered yesterday, it’s also figuring out what the value will be tomorrow. The fact that this work must happen all the time is precisely why you can NOT limit it only to the elected leaders or the top of the org chart. Big decisions can be centralized, but deepening our understanding of strategic value must happen everywhere, or we’ll end up missing opportunities.

We should change our organizational habits in ways that more information to flow to all parts of our system about what is valuable, what is working, and why. We can still make strategic choices and implement programs based on a plan, but questions of strategic value need to be addressed as we choose, do, and, learn, rather than at the beginning or end of an x-year cycle.


Follow

Get every new post delivered to your Inbox.