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“Association 101” Part II:
Organizational Management
February 22 and 24, 2012
Presented byWendy Scott, CAEWendy Scott & Associates, Inc.
DOMAIN 1: Organizational Management
A.General Management
B.Branding and Positioning
C.Financial Management
D.Globalization
E. Strategic Planning
CAE Content Outline
FACT:14% - 16% of CAE exam
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Who “owns” the association?
Who are the “customers”?
Who manages the association?
Who makes the
policy decisions?
Who does the work
of the association?
Fundamental Management Principles:
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“Time for Radical Change”
Time Value Expectations Market Structure – Consolidation and Specialization Generational Issues Competition Technology The Race for Relevance
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A. General Management
1. Staff and volunteer leadership association training
2. Define the association’s core values and competencies
3. Manage change and innovation
4. Develop partnerships and collaboration to fulfill mission
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5. Develop internal and external metrics
6. Processes for efficiency
7. Leadership succession plan
General Management, continued…
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The RULE is… The REALITY is…
Association must do collective good and not show favoritism.
Members want to know: “What’s in it for me?”
Must show results or impact on external organizations or stakeholders.
Associations are comprised of many constituencies – hard to please everyone.
Associations must be efficient with resources.
Standards of productivity and success are often subjective.
Policy must be made with input from members, staff and other stakeholders.
Policy making is slow and reflects political compromise.
The Rules and Realities of Associations
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B. Branding and Positioning
1. Environmental scanning to develop branding and positioning strategies.
2. Identify the association’s unique value proposition
3. Integrate brand into all programs, services and activities
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Crafting the Association’s Value PropositionInternal Analysis• How do you create value?• What are your core competencies?• What are your capabilities?• Why should current or prospective members accept your value promise?
External Analysis• How do members measure the value you provide?• How does your value compare to competitors?• Does your proposed value meet member needs?• How can you increase the value you’re offering over time?
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C. Financial Management
1. Develop and manage budget to strategic plan
2. Good financial reporting system and transparency.
3. Independent review and audits.
4. Manage investments and related policies.
5. Guide financial planning and performance
6. Policies and procedures for string internal controls
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D. Globalization
1. Global trends and impact
2. Global opportunities
3. How to ensure relevance in the global marketplace
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E. Strategic Planning and Thinking…
1. Strong process to advance mission and vision
2. Communicate the plan
3. Use strategic planning to set priorities and allocate resources
4. Collect data to develop tactics and action steps
5. Develop funding strategies to support the plan
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S.M.A.R.T Goals
Specific
Measurable
Attainable
Realistic
Timely
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Change Management: Importance of Trust During Change
"Fix the trust thing. Everything else,
the vision, values, shared sense of
purpose, and purposeful change will
all follow, simply because
people want them to.” Association Leader
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GOAL:To get a set of individuals to act
like a single entity.
Always ask this Question:
“If this decision was made known to members and the public today, what would the reaction
be?”
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Commitment to Purpose1. A Customer Service Attitude2. Alignment of Products and Services with
Mission
Commitment to Analysis and Feedback3. Data Driven Strategies4. Dialogue and Engagement5. Staff as Brokers of Ideas & Information
Commitment to Action 6. Organizational Adaptability7. Alliance Building
7 Measures of Association Success…
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Find a Mentor(s)
Keep up with Trends
Know the “Best Practices”
Think globally
Stay true to your core values, ethics and standards
Remember who “owns” the association
Capitalize on your strengths
Serve to assist members and leaders in reaching their goals
Wendy’s Personal Tips for Successful Organizational Management:
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Wendy Scott & Associates, Inc.8400 Stonegate Drive, Ste. 101
Raleigh, NC USA 27615
Tel. 919.412.2121 Fax [email protected]
Wendy Scott, CAEPresident
Full Service Site Selection and Meeting Services
U.S. & International Association Strategic Planning & Development
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