What happens when members don’t feel that they can impact something that they care about? They form their own coalitions, new Associations, and their own on-line communities. Since members care about “outcomes” for themselves, their organizations, their constituencies, and customers, the conversation will need to be changed. Strategic member engagement begins when Associations redirect the discussion from “outputs” to member “outcomes”.
The process of moving from Association “outputs” to member “outcomes” begins with a highly engaged and strategically focused Board. It sets a considerably different context for strategic dialogue between the senior staff and board. This approach requires that Associations have sufficient insights into the external and operational challenges and opportunities of members; segment by segment.
Focus Volunteer Leaders on Member Success
High level boards that approach member outcomes as a convergence point accelerate an Association’s impact. At NIRI, , the National Investor Relations Institute, the board is all about strategy and outcomes, says Jeff Morgan, FASAE, CAE, President & CEO.
Board focus on the needs of the average member. Partnership with staff and conversations related to where the Investor Relations Profession connects NIRI to “member outcomes.”
“Outcomes” Trump “Outputs.” Providing a certification program at a crucial time in the Investor Relations profession makes NIRI that much more relevant to its global membership.
Association Members Care About Outcomes
Other CEO’s employ a similar approach. Christopher E. Laxton, CAE, Executive Director, AMDA, www.amda.com,The Society for Post-Acute and Long-Term Care Medicine, believes time focused on cultivating strategic boards is well spent. From his perspective, every minute that Association CEO’s invests in the Board can help deliver increased engagement and revenue growth.
Highly engaged & strategically focused Boards have a high correlation to Association operating results as noted in February 2014.
