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Old ways of doing things in associations have a way of hanging around, even though trends such as rapid advances in technology, higher member expectations, increased competition, and diverse member markets have rendered these ways obsolete. Race for Relevance presents the radical change that is required to maintain influence and thrive in the new environment and avoid challenges associated with old association models, such as loss of market share, increased competition for members time, and shrinking revenue sources. Authors Harrison Coerver and Mary Byers present five radical changes that will energize and position associations for better performance. Based on 40 years of combined experience with more than a thousand associations, they present new ideas in governance, management, and strategy that will enable associations to better capitalize on the new environment. The book includes case studies that show how some things are working and how some are not. It also includes a workable guide for implementing these changes without sacrificing influence or sanity. Finally, the authors provide worksheets and questions that both seasoned professionals and tomorrow's leaders can use to stay focused on the what, the why, and the how. The five radical changes that the authors propose are
The results of these five changes include streamlined and nimbler governance; staff that is challenged and that works in true partnership with volunteers; a realistic, well-defined member market that's easier to find and market to; products and services that members feel are desirable and beneficial; and increased financial and resource capital in short, an association that can succeed in a brave new world.
ASAE is a membership organization of more than 22,000 association executives and industry partners representing more than 11,000 organizations. ASAE members manage leading trade associations, individual membership societies and voluntary organizations across the United States and in nearly 50 countries around the world. ASAE is the preeminent source of knowledge, learning, community, and advocacy for the field of association management. ASAE's publishing imprint, Association Management Press, reflects the ASAE mission by publishing relevant, reliable content focusing on helping professionals tackle their organizational leadership and management challenges.
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Harrison Coerver is president of Harrison Coerver & Associates, a management consulting firm that specializes in strategy and planning for trade associations, professional societies, and other tax-exempt membership organizations. In the last 25 years, Harrison has consulted with more than 1,200 associations in strategy, planning, marketing, and management.
Mary Byers, CAE, formerly a senior-level association executive, is a consultant and professional speaker. She helps groups gain clarity and focus through facilitating strategic planning retreats, assisting committees and smaller work groups, and helping association staff and volunteers talk through tough issues.
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