Success by Association - May/June 2017 - 9

What happens if you don't innovate? You stagnate. Whether
it's a company, an educational institution, or your personal
development, the reality is that staying the same, usually
means no growth and can even mean falling behind.
Fortunately, there are several items in the innovation toolbox
to keep your association moving forward.
These can include:
n

Strategy, vision and mission - regularly and intentionally
revisit

n

Member insight - routinely obtain member feedback
through many channels

n

Member involvement - volunteer and mentor, contribute
their expertise or talent

n

Beta testing - test new ideas, benefits, communication
methods before implementing

n

Continuous improvement - instill into every facet of your
operations, leadership team, staff, processes, practices
and culture

n

Eliminate obsolete value offerings and introduce new
ones to create or meet growing member needs. This can
be: through the increased use of mobile and social media;
personalization; new channels for income generation;
managing sponsors, sponsorships and partnerships
to deliver new value; organizing events of member
interest; introduction of new systems such as Customer
Relationship Management (CRM); and using data
analytics to fine tune value delivery.

Business transformation, proactive strategic governance
and new, effective leadership methods will also ultimately
translate into more value for members.
Above all, you should make it easy for your members to
receive the information they need, enjoy the benefits they
value, and communicate with you.
Your members are the lifeblood of your association. They are
the source of current profits and the foundation of future
growth. Focusing on the core4 principles will help you find
more ways to grow your association by better serving your
membership and delivering what is valuable to them.
And the next time you do the Google search we started with,
you just might find your association listed with all the reasons
your members love it. z
Katherine McKinley is a Raleigh-based principal
consultant with RGP, a global consulting firm with
a Big Four heritage. Founded in 1996 as a division
of Deloitte & Touche, RGP spun out to fulfill the
vision for a different kind of consulting firm - one
that provides practical solutions and delivers real
time results for some of the world's largest, best-known businesses
through a talented team of seasoned professionals. As a new
Affiliate member of AENC, RGP is excited to build relationships and
help associations achieve their strategic objectives, optimize their
operations, and take their member's experiences and engagement
to new levels. Learn more at rgp.com or contact Katherine directly
at Katherine.McKinley@rgp.com.

PURSUE YOUR SUCCESS AT KINGSMILL RESORT
800.982.2892 | Kingsmill.com

Meeting IACC Quality Standards for 30 Years
Extensive Team-Building Options
Never a Resort Fee
Complimentary Wi-Fi & Parking
Complimentary Upgrades Based on Availability
may/june 2017

||

success

9


http://www.rgp.com http://www.Kingsmill.com http://www.Kingsmill.com

Table of Contents for the Digital Edition of Success by Association - May/June 2017

How To Help Your Managers (or You) Resolve Conflict in the Workplace
Core4 Principles to Demonstrate Member Value
Annual Meeting Preview
What To Do in Winston-Salem
Annual Meeting Registration Form
You’ll Lobby for Me Whether or Not I Join!
What Are You Bringing to the Table?
President’s Message
Event Calendar
Buyers’ Guide
Member Updates
Advertiser Index
Young Leader Profile
Advertiser Showcase
Executive Director’s Message
Success by Association - May/June 2017 - Intro
Success by Association - May/June 2017 - cover1
Success by Association - May/June 2017 - cover2
Success by Association - May/June 2017 - 3
Success by Association - May/June 2017 - President’s Message
Success by Association - May/June 2017 - Event Calendar
Success by Association - May/June 2017 - 6
Success by Association - May/June 2017 - How To Help Your Managers (or You) Resolve Conflict in the Workplace
Success by Association - May/June 2017 - Core4 Principles to Demonstrate Member Value
Success by Association - May/June 2017 - 9
Success by Association - May/June 2017 - 10
Success by Association - May/June 2017 - 11
Success by Association - May/June 2017 - 12
Success by Association - May/June 2017 - 13
Success by Association - May/June 2017 - 14
Success by Association - May/June 2017 - 15
Success by Association - May/June 2017 - Annual Meeting Preview
Success by Association - May/June 2017 - 17
Success by Association - May/June 2017 - What To Do in Winston-Salem
Success by Association - May/June 2017 - Annual Meeting Registration Form
Success by Association - May/June 2017 - You’ll Lobby for Me Whether or Not I Join!
Success by Association - May/June 2017 - Buyers’ Guide
Success by Association - May/June 2017 - Member Updates
Success by Association - May/June 2017 - 23
Success by Association - May/June 2017 - What Are You Bringing to the Table?
Success by Association - May/June 2017 - Advertiser Index
Success by Association - May/June 2017 - Young Leader Profile
Success by Association - May/June 2017 - 27
Success by Association - May/June 2017 - Advertiser Showcase
Success by Association - May/June 2017 - 29
Success by Association - May/June 2017 - Executive Director’s Message
Success by Association - May/June 2017 - cover3
Success by Association - May/June 2017 - cover4
http://www.nxtbook.com/naylor/NCES/NCES0417
http://www.nxtbook.com/naylor/NCES/NCES0317
http://www.nxtbook.com/naylor/NCES/NCES0217
http://www.nxtbook.com/naylor/NCES/NCES0117
http://www.nxtbook.com/naylor/NCES/NCES0616
http://www.nxtbook.com/naylor/NCES/NCES0516
http://www.nxtbook.com/naylor/NCES/NCES0416
http://www.nxtbook.com/naylor/NCES/NCES0316
http://www.nxtbook.com/naylor/NCES/NCES0216
http://www.nxtbook.com/naylor/NCES/NCES0116
http://www.nxtbook.com/naylor/NCES/NCES0615
http://www.nxtbook.com/naylor/NCES/NCES0515
http://www.nxtbook.com/naylor/NCES/NCES0415
http://www.nxtbookMEDIA.com