If I were to build an association, I would pull the most significant insights from all of the research I have conducted. Here is what I would focus on as I created my dream association.
- One of the core staff values would be to be intensely member-focused. We would talk with members often, conduct listening tours, and interview them.
- We would use all the member insights we gain to develop our member communications, set our strategy, and create an innovation plan.
- Another core staff value would be to get insanely good a customer service. Our goal will be to make members with a problem more engaged members after we handle their problem because of the way we handled their problem.
- We would develop a new member onboarding program maximizing the engagement window of opportunity by engaging new members a bit on the first day they join and then engaging them even more within the first week of joining.
- We would plan an innovation program that will help the association be nimble and quick, always seeking to solve member’s problems as the profession or industry evolves.
- Since high-performing board chairs, high-performing CEOs, and high-performing board members make for the best leadership team, I would get very involved in board recruitment and onboarding.
- Since having a great culture is a crucial ingredient for innovation, great customer service, and so many other things, we would learn about what makes a great culture, and we would try to be a steward of the staff, board, and member culture, setting the tone whenever we have the opportunity.
- Every time we talk about delivering value we would also talk about the experience we are creating too because the two components of member engagement are value and experience.
These are some of the most important things I would do as I built my dream association. What would you do?