The Executive - November/December 2016 - 5


TABLE OF

CONTENTS

VOLUME 17, ISSUE 6
NOVEMBER/DECEMBER 2016

12

Features

12

20

Building a 'Foresight First'
Board of Directors

20

10 Tips to Experience Unlimited
Success When Communicating

24

Media Relations: Building a
Strategic and Comprehensive
Communications Strategy

28

Associations Communications
a Study in Perception vs. Reality

Departments
7

PRESIDENT'S MESSAGE:
CalSAE to Introduce New
Membership Pricing Model in 2017
By Jim Anderson, CAE

8

AT A GLANCE
TECH TOOLS: 6 Tips to an Effective
Promotional Video
BLOG SPOT: How to Use Psychological
Triggers When Writing for Social Media
BY THE NUMBERS: Are You Making the
Most of Your Volunteer Program?

24
9
30
31

CALENDAR OF EVENTS

33
33
34

NEW MEMBERS

DESTINATION: Santa Barbara
ADVANCING ASSOCIATIONS:
9 Tips for Concise Writing

INDEX TO ADVERTISERS
MEMBER SPOTLIGHT: Ben Fajen

Attention Association Professionals - If you would like to submit editorial ideas, contact Debbie Pate-Newberry at CalSAE, 916-443-8980 or info@calsae.org.
THE EXECUTIVE
is Published for:
California Society of
Association Executives
775 Sunrise Ave., Suite 270
Roseville, CA 95661
916-443-8980
Fax: 916-749-3369
CalSAE President & CEO
Jim Anderson, CAE

Managing Editor
Debbie Pate-Newberry
Communications by Design
debbie@commsbydesign.com
Published by:
5950 NW 1st Place
Gainesville, FL 32607
800-369-6220
Fax: 352-331-3525
www.naylor.com

Publisher: John Bacon
Editor: Sarah Sain
Project Manager: Brittany Thompson
Advertising Director: Amy Gray
Advertising Representatives:
Sarah Allen, Tony Chiccarello,
Janet Frank, Amy Gray,
Mercedes Lucero,
Debbi McClanahan, Rick McPhee

Marketing: Karim Hussain
Layout & Design: Gordon Klassen
PUBLISHED
OCTOBER 2016/CSE-S0616/3175

2016 CalSAE. All rights reserved.
The contents of this publication may
not be reproduced by any means, in
whole or in part, without the prior
written consent of CalSAE.

©

C a l S A E ' s TH E E X E C UTI VE - N O VE M BE R/ DE C E M BE R 2 0 1 6

5


http://www.naylor.com

Table of Contents for the Digital Edition of The Executive - November/December 2016

President’s Message
At a Glance
Calendar of Events
Building a ‘Foresight First’ Board of Directors
10 Tips to Experience Unlimited Success When Communicating
Media Relations: Building a Strategic and Comprehensive Communications Strategy
Associations Communications a Study in Perception vs. Reality
Destination: Santa Barbara
Advancing Associations: 9 Tips for Concise Writing
New Members
Index to Advertisers
The Executive - November/December 2016 - cover1
The Executive - November/December 2016 - cover2
The Executive - November/December 2016 - 3
The Executive - November/December 2016 - 4
The Executive - November/December 2016 - 5
The Executive - November/December 2016 - 6
The Executive - November/December 2016 - President’s Message
The Executive - November/December 2016 - At a Glance
The Executive - November/December 2016 - Calendar of Events
The Executive - November/December 2016 - 10
The Executive - November/December 2016 - 11
The Executive - November/December 2016 - Building a ‘Foresight First’ Board of Directors
The Executive - November/December 2016 - 13
The Executive - November/December 2016 - 14
The Executive - November/December 2016 - 15
The Executive - November/December 2016 - 16
The Executive - November/December 2016 - 17
The Executive - November/December 2016 - 18
The Executive - November/December 2016 - 19
The Executive - November/December 2016 - 10 Tips to Experience Unlimited Success When Communicating
The Executive - November/December 2016 - 21
The Executive - November/December 2016 - 22
The Executive - November/December 2016 - 23
The Executive - November/December 2016 - Media Relations: Building a Strategic and Comprehensive Communications Strategy
The Executive - November/December 2016 - 25
The Executive - November/December 2016 - 26
The Executive - November/December 2016 - 27
The Executive - November/December 2016 - Associations Communications a Study in Perception vs. Reality
The Executive - November/December 2016 - 29
The Executive - November/December 2016 - Destination: Santa Barbara
The Executive - November/December 2016 - Advancing Associations: 9 Tips for Concise Writing
The Executive - November/December 2016 - 32
The Executive - November/December 2016 - Index to Advertisers
The Executive - November/December 2016 - 34
The Executive - November/December 2016 - cover3
The Executive - November/December 2016 - cover4
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