The Executive - November/December 2018 - 7

PRESIDENT'S

MESSAGE
CalSAE Still in the
Middle of Its Story
By Jim Anderson, CAE

I

have to be honest. As I write this column, CalSAE is
struggling with how we effectively communicate the
variety of targeted learning programs we've created
for our members over the last few years. The "brand"
for CalSAE has been evolving as we've responded to our
growing membership. We've increased the number of
association professional members by 32 percent in the last
few years, and we've added or adapted many programs to
meet the needs of those new members.
How do you communicate a complex set of programs
that tells a story in a personalized way for each member? If
your association has gone through this process and found a
successful strategy or framework, I'd love to hear from you.
In the meantime, as we work to improve our
communications and "story," please allow me to give you a
sense of the direction we're heading:
LEAP - Leadership Education for Association
Professionals. CalSAE believes association professionals,
at all levels, provide leadership in different ways. We
developed LEAP as an umbrella for the various leadership
programs CalSAE offers. These include Board Learning
Labs (twice a year), CEO Bootcamp, Insights Executive
Conference, AMC Retreat and Association Leadership 101.
Responsibility-Based Education. CalSAE has
developed a mix of programs that teach the fundamentals
and advanced techniques based on the various functions
of association management. We've placed those functions
into three "buckets": Membership & Marketing, Operations

& Finance and Events & Education. The programs we
offer now include "summits" (all-day, multiple tracks)
and "forums" (informal, peer based). For example, we'll
have our OPS/Finance Summit in June 2019 and Day One
of Seasonal Spectacular is focused on the meetings and
education professionals learning needs
Local Learning. We provide accessible and affordable
education locally multiple times each year. The topics will
vary but follow either the theme of leadership or job-based
education. These include our LevelUP programs, Idea
Exchanges, CEO lunches, and more.
ELEVATE. Our premier learning event typically
incudes 13 credits featuring 25+ sessions on a wide range
of topics for professionals at all levels.
Seasonal Spectacular. We expanded our biggest event
last year to two days, adding three times the education
than in the past. Day one now has a learning focus on
events and education.
On a more strategic level, the CalSAE Board
anticipated the growing needs of our members, which
is why we adopted an education plan that established
these programs several years ago - in advance of the
membership growth we were hoping for. By expanding
and targeting the value we provide, our goal has been to
increase member retention and loyalty. We hope you agree
with this direction. As always, I appreciate hearing from
members with questions and comments. Reach me at
jim@calsae.org.

We've increased the number of association professional members by
32 percent in the last few years, and we've added or adapted many programs
to meet the needs of those new members.

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 8

7



The Executive - November/December 2018

Table of Contents for the Digital Edition of The Executive - November/December 2018

PRESIDENT’S MESSAGE: CalSAE Still in the Middle of Its Story By Jim Anderson, CAE
AT A GLANCE BY THE NUMBERS: Understanding Gen Z as They Enter the Workforce
AT A GLANCE BLOG SPOT: The Importance of Virtual Meetings
AT A GLANCE TECH TOOLS: Prioritize Your Association’s Technology Needs
AT A GLANCE CALENDAR OF EVENTS
Want Successful Marketing Campaigns? Don’t Leave Emotions at the Door
A Tale of Three Chapters: Rebuild, Rebrand or Reinvent
Don’t Let These Communication Culprits Derail Your Content
Is Your Communication Keeping Up with Leadership Evolutions?
Embrace Your Personal Brand— And Make it Work for You
DESTINATION: Wining-and-Dining in Style in Northern California
NEW MEMBERS
INDEX TO ADVERTISERS
MEMBER SPOTLIGHT: Laura Calderon Rivera
The Executive - November/December 2018 - Intro
The Executive - November/December 2018 - cover1
The Executive - November/December 2018 - cover2
The Executive - November/December 2018 - 3
The Executive - November/December 2018 - 4
The Executive - November/December 2018 - 5
The Executive - November/December 2018 - 6
The Executive - November/December 2018 - PRESIDENT’S MESSAGE: CalSAE Still in the Middle of Its Story By Jim Anderson, CAE
The Executive - November/December 2018 - AT A GLANCE CALENDAR OF EVENTS
The Executive - November/December 2018 - 9
The Executive - November/December 2018 - Want Successful Marketing Campaigns? Don’t Leave Emotions at the Door
The Executive - November/December 2018 - 11
The Executive - November/December 2018 - 12
The Executive - November/December 2018 - 13
The Executive - November/December 2018 - A Tale of Three Chapters: Rebuild, Rebrand or Reinvent
The Executive - November/December 2018 - 15
The Executive - November/December 2018 - 16
The Executive - November/December 2018 - 17
The Executive - November/December 2018 - Don’t Let These Communication Culprits Derail Your Content
The Executive - November/December 2018 - 19
The Executive - November/December 2018 - Is Your Communication Keeping Up with Leadership Evolutions?
The Executive - November/December 2018 - 21
The Executive - November/December 2018 - 22
The Executive - November/December 2018 - 23
The Executive - November/December 2018 - Embrace Your Personal Brand— And Make it Work for You
The Executive - November/December 2018 - 25
The Executive - November/December 2018 - 26
The Executive - November/December 2018 - DESTINATION: Wining-and-Dining in Style in Northern California
The Executive - November/December 2018 - NEW MEMBERS
The Executive - November/December 2018 - INDEX TO ADVERTISERS
The Executive - November/December 2018 - MEMBER SPOTLIGHT: Laura Calderon Rivera
The Executive - November/December 2018 - cover3
The Executive - November/December 2018 - cover4
https://www.nxtbook.com/naylor/CSES/CSES0618
https://www.nxtbook.com/naylor/CSES/CSES0518
https://www.nxtbook.com/naylor/CSES/CSES0418
https://www.nxtbook.com/naylor/CSES/CSES0318
https://www.nxtbook.com/naylor/CSES/CSES0218
https://www.nxtbook.com/naylor/CSES/CSES0118
https://www.nxtbook.com/naylor/CSES/CSES0617
https://www.nxtbook.com/naylor/CSES/CSES0517
https://www.nxtbook.com/naylor/CSES/CSES0417
https://www.nxtbook.com/naylor/CSES/CSES0317
https://www.nxtbook.com/naylor/CSES/CSES0217
https://www.nxtbook.com/naylor/CSES/CSES0117
https://www.nxtbook.com/naylor/CSES/CSES0616
https://www.nxtbook.com/naylor/CSES/CSES0516
https://www.nxtbook.com/naylor/CSES/CSES0416
https://www.nxtbook.com/naylor/CSES/CSES0316
https://www.nxtbook.com/naylor/CSES/CSES0216
https://www.nxtbook.com/naylor/CSES/CSES0116
https://www.nxtbook.com/naylor/CSES/CSES0615
https://www.nxtbook.com/naylor/CSES/CSES0515
https://www.nxtbook.com/naylor/CSES/CSES0415
https://www.nxtbook.com/naylor/CSES/CSES0315
https://www.nxtbook.com/naylor/CSES/CSES0215
https://www.nxtbook.com/naylor/CSES/CSES0115
https://www.nxtbookmedia.com