The Role of Association CEO

Whether your association budget is large with many staff or your budget is small with few or no full-time staff, the responsibilities of the CEO are common and many. The difference is the CEO of the small association is responsible beyond the level of leadership but also involved directly with implementation down to the administrative task. Consider these major responsibilities: Membership Development, Membership Benefits, Membership Administration, Governance, Volunteer Development, Meeting/Event Management, Government Affairs, Market Development, Education, Operations, Communications and Cheerleader.

Need C6 Support? Ask me for a quote on many projects like: Newsletter design, newsletter strategy, newsletter production, strategic planning, budgeting, evaluation of endorsed programs, governance structuring, bylaws, education programming, member database selection/conversion/optimization/training, discussion facilitation and more.

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Sunday, August 1, 2010

Sample Strategy and guidelines for Group/Affinity Services


Guidelines for Endorsed Member Services
As established by the Board of Directors, [date]

[Association] wishes to attract vendors of business products and services into a marketing partnership if that vendor views, as a primary market, the [description of the association membership]. The opportunity to partner with [ASSOCIATION] exists in the following three levels:

a. Membership: Any vendor offering any program may join [ASSOCIATION] as a vendor member so long as they are willing to pay dues and seek to sell their program to [ASSOCIATION] members. There is no specific or inferred endorsement by [ASSOCIATION] of vendor members just because they are members.

b. Member (non-exclusive) endorsement: Any member vendor nominated for endorsement by at least one [ASSOCIATION] regular member may apply to the Board for a non-exclusive endorsement where the vendor has agreed to meet sections 1, 2 and 4 of the Definitions & Guidelines for Program Endorsement (following page). Vendors recognized with a non-exclusive endorsement may, at their option offer one or more benefits listed in section 3. However, Vendors with a non-exclusive endorsement must sponsor ad space and a yellow page listing in the Annual [ASSOCIATION] Reference Directory. Further, they are encouraged to participate in and sponsor as many other [ASSOCIATION] events and projects as possible.

c. Preferred Vendor Endorsement: Any member vendor may apply to the [ASSOCIATION] board for endorsement as a [ASSOCIATION] Preferred Vendor. At a minimum, a successful vendor will meet all requirements specified in the four sections of the Definitions & Guidelines for Program Endorsement. A Preferred Vendor may be granted Exclusive status in the specific member benefit program as defined by the Board if the Board determines it worthy on the strength of it’s member benefit (section 3 of Definitions..) and it’s ability to sell and service all [ASSOCIATION] members. Exclusive status does not prevent other vendors of like programs to be members of [ASSOCIATION] but no non-exclusive or Preferred Vendor (in that program) will be authorized without the prior approval of the exclusive Preferred Vendor. These requests may be made for reasons including geographic or business type coverage.

Definition and Guidelines For Program Endorsement by [Association]

(1) A program must be applicable and available to a majority of [ASSOCIATION] member businesses. (If any members are excluded due to business type or geographic coverage, the benefit to the member and [ASSOCIATION] must be worthwhile. If necessary, other vendors may be sought to round out coverage to the excluded members without affecting our agreement with the original vendor.)

(2) A program and its vendor must reflect and even enhance [ASSOCIATION]’s image of quality and value.

(3) A program should meet the member benefit test in at least one of the following:

a. The program offers a business an exclusive and substantial savings as compared to the general price available to that business through that vendor or other like competitors.

b. The program offers a [ASSOCIATION] member unique access to its benefits such that a member would not enjoy this benefit if [ASSOCIATION] did not endorse it.

c. The program offers a [ASSOCIATION] member a significantly valuable premium product or service not available without an endorsement from [ASSOCIATION].

d. The program offers [ASSOCIATION] a royalty and/or agrees to support [ASSOCIATION] through membership and sponsorships to the extent appropriate to the value a vendor would derive from [ASSOCIATION] endorsement. ([ASSOCIATION] protects its non-profit status if it is not responsible for the marketing of the program. [ASSOCIATION]’s role is limited to listing the program and its vendor among the member benefits and to distributing program materials upon member request, in new member packets or in periodic announcements.)

(4) The vendor of any program endorsed by [ASSOCIATION] must conform to the following code of ethics:

a. Make no false promises or claims in advertising
b. Provide prompt and courteous response to requests for quotes
c. Keep appointments as agreed or reschedule in a timely and professional manner.
d. Provide adequate time to address all member concerns.
e. Maintain valid licenses as established for your business.
f. Seek 100% member satisfaction.
g. Make no proposal that is not in the best interest of the member.
h. Be honest and professional in all matters with the member and [ASSOCIATION].

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