3 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
As 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.
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