Category: Associations & Nonprofits

Xtreme Communities

This post is from my weekly column, New Insights from a New CAE, on SmartBlog Insights. I really like this post and I hope you do too.

————

My knowledge of evangelical churches is limited to driving by mega-churches with gigantic parking lots, the kind that cause traffic jams on Sundays. But I’m captivated by their approach to community.

Xtreme Ministries, a church in Nashville that’s also a mixed martial arts academy “where feet, fist and faith collide,” is one of a growing number of evangelical churches where ultimate fighting attracts and retains a hard-to-reach demographic – 18-34 year old men. We know this lesson – provide activities that appeal to young adults if you want them to pay attention to you.

Brandon Beals, lead pastor at Canyon Creek Church, created the church he’d always wanted as a spiritual home, a place where he’d want to hang out — one that recently had 100 men show up to watch ultimate fighting on big screen TVs. Half of them weren’t members but came because they heard about the party. Maybe they’ll also come to his lectures that draw parallels between ultimate fighting and Christ’s life, “the ultimate fighter.”

Beals says this is “not a gimmick to get 20-somethings into our church. Canyon Creek doesn’t need a gimmick to encourage them to come.” I was skeptical about that until I read his description of the church’s Culture:

  • Expect the unexpected
  • Irrelevance is irreverence
  • Love people when they lease expect it and least deserve it
  • Playing it safe is risky
  • Everyone is invaluable and irreplaceable
  • Everything is an experiment
  • The church ought to be the most creative place on the planet
  • Maturity does not equal conformity
  • Go the extra mile

Make no mistake, this is a seriously evangelical church, but they’re doing it on their own terms, in ways that are authentic to its members. In addition to services, they have cook-offs, movie nights, book clubs, yoga, sports, a Facebook fan page and podcasts, all aligned with their Core Beliefs — be Real, Relevant, Relational, Reproductive and Rousing. They’re creating an innovative spiritual community.

Are we providing Real, Relevant and Rousing professional communities for our members? I agree, being relevant isn’t enough, but here’s how their definition of Relevant:

  • Understand the emerging culture
  • Utilize creative innovative means to present truth
  • Encourage diversity
  • Willingness to change

That aims higher than our usual definition. Why do we settle? Think about it: how many communities can people have the attention, time and energy for? Maybe several, but if your association is not meeting their need for a Relevant and Rousing community, it’s not going to remain high up on their relevance scale, or their attention, time and energy scales.

Their church evolves so it remains Relevant to the community. Do our traditions, activities and ways of operating really work for everyone, or just those who actively participate? Do they prevent us from evolving? What happens if someone proposes something new? Do they dare to even do that?

Churches like Canyon Creek are successful for many reasons. Take a look at churches in your neck of the woods through an organizational development lens. You may find that they are fulfilling their primary organizational mission while remaining flexible and innovative in how they serve their members. Their parking lots are full. Are yours?

Bookmark and Share

New Insights from a New CAE

My new weekly column New Insights from a New CAE debuted on SmartBlog Insights this week. Here is the first post.

—————

I’ll be sharing New Insights from a New CAE with you each week here on SmartBlog Insights. Studying for the Certified Association Executive (CAE) exam gave me insight into corners of the association office that I merely peeked into before. It reignited my commitment to and fascination for this industry. Julia Child once said that she loved her job because she learns something new each day. I know what she means.

When I was working at associations, I struggled to find the time to think about the larger issues that we, and all associations, faced. My mind was overloaded by my interminable “get it done” lists – a typical symptom of those who, as the old cliché goes, wear many hats and juggle many balls. I had hundreds of bookmarked posts, piles of magazines, and unread notes from educational sessions. My mind only found the space to wrestle with these challenges while driving, chopping vegetables or before falling asleep. How many times have you scribbled great ideas down on a notepad in the dark?

Imagine the joy I took in simply reading and reflecting during my CAE studies. I had the opportunity to delve deeply into areas that I could only dip into before, and it brought me a much deeper and future-oriented perspective.

However, this new perspective is somewhat tempered by my conditioning – ten years working for trade associations. I know that “what could be” is often sacrificed for the challenges staring us in the face; that what we can realistically expect to get done is based on the limited staff, volunteer and financial resources on hand; and that change, no matter how beneficial, can be challenging. However, I fear that staying stuck because of these challenges prevents us from seeing where we could go, what we could be.

Many of our members are innovative entrepreneurs who have succeeded in starting a business and making their dreams a reality. How can associations capture some of that same spirit and create new 21st century ways of associating? Engaging our members, serving them and bonding them to us?

I believe there are lessons to learn (and inspiration to gain) from many sources, including each other. I’ve written about my CAE journey of learning. It is never-ending. I invite you to suggest topics for my weekly SmartBlog post so that we can get inspired and continue learning together.

Trade Show Swag: the Good, the Bad and the Ugly

We had a lively #assnchat on Twitter yesterday about trade show booth giveaways. I volunteered to write a summary, not realizing it would turn into the longest blog post ever. However, there’s lots of good information here from tweets and suggestions I received from Facebook and Twitter friends.

If this post isn’t enough and you want help choosing the best promotional product for your next trade show, check out Heidi Thorne’s book, SWAG: How to Choose and Use Promotional Products for Marketing Your Business.

Many of us agree on what we like to take home from a trade show. Shelly Alcorn raised an important consideration:  “What about sustainability? Can we give out cool things without just creating more junk?” Jeff Hurt recommended “contacting PPAI, the association for promotional products professionals, for green sustainable and unusual ideas.” Some of the greener ideas mentioned were:

  • Seed packets, but not for expos overseas. We like handmade paper seed packets or coasters that bloom into flowers when buried. Joe Flowers mentioned seeds that grow into “a plant with a one-word slogan on them. Very cool and geeky!”
  • Bamboo cutting boards with the exhibitor’s logo etched in — very nice.
  • Reusable shopping bags – one of the group’s favorites. They give the vendor a branding opportunity and fit the green requirement.

Vendors wants to get their brand out there, but we want good design. This is a chance to associate your brand with utility and style. We don’t want an ugly logo coffee mug, but we will take a nicely designed one, perhaps with a discreet logo on the bottom.

Dan Scheeler likes “how #tech10 posted booth giveaways in advance. I admit that will influence which vendors I visit.” 

Here’s what else we like in the food/beverage department:

  • Nalgene-type water bottles
  • Chip bag clips
  • A buddy from my old job at CBIA suggested cork screws or bottle openers, like the kind you can keep on a keychain. Surprisingly no one during the chat made that suggestion. Makes me wonder if those from the housing industry have a stronger need for this type of swag.
  • Neoprene lunch bags
  • Wine cooler bags
  • Insulated travel coffee mugs
  • Nice-looking coffee mugs
  • Drinks, wine or beer get our attention, especially when combined with comfy seating, or bottles of wine with custom labels. Speakers like them too.
  • Mints, power bars, bottled water and good candy help us get through long days at the show.

If swag can double as a gift for kids, it makes it home — rubber duckies, stuffed animals, even caricatures. Parents like the thoughtfulness of handy souvenirs.

Personal items we like:

  • Lip balm
  • Hand sanitizer in little bottles
  • Eyeglass cleaning cloths
  • For a boomer audience, magnifier eyeglasses to read show floor maps with really tiny print
  • Attractive or cool lanyards to reuse at other shows and conferences
  • One of our trade show sponsors provided lanyards with a business card holder attached. We gave them out in our Newcomers Lounge to first-timers. The buzz about them spread on the floor and thousands of folks stopped by to get one. They didn’t have a year on them, just the show name, so we used them for several years.
  • Headshots — useful for social media profiles
  • Magnetic picture frames
  • Digital photos with friends, adding a frame is even better
  • Retractable headphone/earbuds
  • Golf tees and ball
  • Keychain flashlights
  • Brightly colored luggage tags — however, luggage handle wraps got a thumbs-down. Sandra Giarde saw some particularly ugly ones that said, “I’m going to the (name removed to protect the stupid) Show!” Hmm, do you really want to announce you’re here for a convention and a likely mark for price-gouging and god knows what else?
  • Small travel mouse with retractable cord
  • iPod wraps
  • Sturdy messenger or gym bags without any tacky branding
  • Drawstring backpacks

Pens get mixed reviews. Pens with a thumb drive are okay. Dave Coriale said these bobblehead pens are big movers at his booth. A friend gives out the same logoed pens at his booth, and likes them because they double as gifts for kids. Elizabeth Derrico sent me a photo of robot pens she found today at their conference – kids (and some adults) would love those. Shelly summed up the pen issue, “Nobody wants a pen with your company name on it – I mean NOBODY.” Some people can never have enough pens but if you’re doing pens, try to make them cool.

Thumbdrives are popular with some, but others say they already have too many. Ones that stand out are those shaped like the association logo, or “with fun, informative content on it – not just a white paper or sales docs.”

Other popular office items are:

  • Post-its
  • Tape measure or ruler
  • Notepads
  • Highlighters

“The dreaded stress balls” – some like them, many don’t. I think they’re wasteful and will still be around in 2199 when we’re all in the matrix.

T-shirts get mixed reviews. Ray van Hilst said, “Lame t-shirts are bad. Funny or cool ones generate word of mouth.” Other t-shirt advice:

  • Have a mix of sizes so they actually fit attendees and don’t get relegated to the rag pile
  • Keep logos to a minimum. We don’t want to be your walking advertisements.
  • If you make it funny, we might wear it.
  • Matt Baehr suggested “using the threadless.com model on a booth giveaway t-shirt. Have members/clients submit designs. Generate word of mouth that way.”

One of my favorite swag gifts ever was a fleece top from a conference host – best to save that for your VIP clients and prospects.

Matt Baehr’s old association gave out “posters of art masterpieces that were redone to incorporate modern AV (think Whistler’s mother with an iPad). Those posters are still talked about and are in many members’ lobbies.” They used to sell them but after a few years started giving the remaining inventory away. How cool is that?

Ray reminded us that sometimes “an experience counts as a giveaway too. Chair massages get people to stop and relax,” or hand “facials.” At ASAE’s Annual Meetings, the St. Louis Build a Bear booth is always a huge hit, combining an experience with a giveaway. An experience/giveaway also happens at CalSAE’s Seasonal Spectacular every December. Marriott takes orders on site for personalized clay Christmas tree ornaments. It’s wildly popular and their booth is always crowded with attendees watching their ornament being made.

Peter Romeo told me about a conference that gave attendees Express Mail postage to ship their conference binders home. It was a sponsored perk.

Experiences, rather than giveaways, might be a more sustainable option too. Toni Rae Brotons told us about vendors at their show who did a ring toss game. The association donated money to a charity based on where the ring landed.

Helen Mosher gave us a heads-up that her colleague Maryann Lawlor was tweeting about swag from their conference. At one booth if you guessed the correct number of M&Ms in a jar, you could win a Snoopy lunchbox. In another you won prizes playing Wheel of Fortune. I’ve seen this at a restaurant in Sacramento – you spin the wheel on your birthday and have a chance at gift cards (best prize) or a bag of rice (worst but practical).

What kind of swag do you like taking home from trade shows? What do you actually use? On the contrary, what do you think is a big waste of money and resources?

If your company plans to send pre-show and post-show emails to conference or trade show attendees, don’t make the mistakes that most exhibitors do. Read these two posts to learn how to send emails that association executives will value:

Enter your email address to subscribe to this blog and receive notifications of new posts by email.

(This post includes an Amazon affiliate link. I receive a small commission if you click on the link and purchase the product.)

A Community Model

My friend Mary Nations shared a video recently that really captured me. She included it in a post about an innovative program at the Southside Regional Jail in Emporia, VA. When you watch the video, you’ll see a program that deserves to be in all correctional institutions. You’ll also see an example of the benefits that a community can bring to its members and to its host institution. There are two versions of the Community Model video created by the Center for Therapeutic Justice – 5 minutes and 20 minutes.

What’s going on in the Community Model? Do you see similarities to association membership, maybe not membership as you know it now, but membership as it could be?

  • These prisoners volunteered to join this community. They’re ready for change.
  • They’re bettering themselves – growing and evolving. These are life-changing experiences.
  • They support each other while learning together.
  • They listen to each other.
  • They come from diverse backgrounds and often have differing viewpoints, but they deal with it. Everyone has a voice.
  • They relish being part of something positive. They’re watching their community get stronger because of their own efforts.
  • They sometimes fail, but they accept that. They learn from their failures and figure out their own solutions.
  • The senior members mentor the newer members. They help each other work out issues.
  • Members, not staff, are the leaders and group facilitators.
  • They’re a “self-regulating community that supports the growth of its members and makes a positive impact on the institution.”

This is a community of growth that provides a meaningful experience and value to its members — a model not only for jails and prisons, but also for associations.

Our associations provide a platform for the growth of meaningful communities. Some of our members already work together to further the mission of our organizations – to help make changes in society or in the legislature, to provide educational opportunities or to help each others’ businesses thrive.

Think about the benefits of being part of a vibrant community:

  • Satisfaction from helping others or serving an industry
  • Stretching one’s skills – managing projects, public speaking, recruiting, mentoring, building teams, delegating, writing, teaching, running meetings
  • Widening one’s networks and developing new relationships, both personal and professional
  • Belonging to something good

How many of our members truly feel they’re part of a meaningful community and derive value from the community that they can’t find elsewhere? Is it only those who serve on committees or the board? Those who are in the leadership clique? Those who can meet face-to-face? How can we help all our members grow and participate in their own communities – online, face-to-face or both?

Think about communities in your life that you cherish, perhaps it’s a mastermind group, church community, social media club, coffee group or book club. What makes it so meaningful to you? Let’s become community gardeners – providing the rich soil and nourishment that will help our member communities take root and grow.

The long version of the video ends with this quote from Sir Francis Bacon: “If we are to achieve results never before accomplished, we must expect to employ methods never before attempted.” We all know this. It’s time to experiment with new ways of associating, building community, working together, leading together. New ways of associating have the potential to not only benefit our members but also to give meaning and value to association membership.

The CAE Journey

CAE. Certified Association Executive. Many of my friends outside the association industry ask, “What does that mean exactly?” According to ASAE, it means I’ve demonstrated “the knowledge essential to the practice of association management.” After reading this post, you may decide in my case it should be renamed Certified Association Geek.

The CAE journey gave me a deeper knowledge and understanding of association management, particularly in areas I never had the opportunity to delve into before. Reading the texts while reflecting upon my ten years of association experience gave me a much better grasp of the challenges of leading and managing an association. My mind grappled with a wide range of topics from the minutia of reporting requirements for lobbying to the more interesting concepts of shared leadership and strategic thinking.

Every week, a new domain entered my life: strategic management; planning and research; leadership; administration; knowledge management; governance and structure; public policy and governmental and external relations; membership; programs, products and services; and public relations and external communications. With each domain came lots of reading, quizzes and a conference call with my study group. I looked forward to my reading time, taking notes as I went, reflecting on what I was reading, what I had seen and how things are changing. I was amazed at how long I would study on weekends. It was a good experience. I knew my knowledge was deepening.

On test day, there was a strange moment about an hour into it when I said to myself, “This is kind of fun.” It might have been the coffee talking, or more likely, I was on a roll with some easy questions. By the end of the four hours, by brain was mush. I was drained. I remember thinking, if I had to bet money, I would bet I passed, but who knows. It was over, all those months of study, over. It was strange putting those books away. The books I had lived with for so long. Then I realized, I have my weekends back and I had a Sierra Nevada Celebration Ale.

Fast forward six weeks and a few days later to this past Tuesday. While running around town that afternoon I got an email from my CAE study buddy, Sandra Giarde, saying the results were out. Our buddy Aaron tweeted he passed. I checked the mailbox on my way home. Empty. The mail was late, really late. Then I had a conference call and couldn’t check the mail for over an hour. Meanwhile three of us who took the exam were emailing back and forth – messages of dread and silliness.

After the call I walked back to the mailbox and there they were — two postal workers distributing the mail among the boxes. “Have you done the other side yet?” My side of the boxes. “No ma’am.” I walked home. My palms were sweaty, my heart was racing.

I waited about 20 minutes and walked back, the mail truck was gone. The mailboxes never looked so ominous. I opened my box. It was full of mail. I quickly flipped through the envelopes and magazines, searching for that one envelope. Oh boy. There it is – a business envelope from ASAE marked “confidential.” Moment of truth. I tore it open with my key. “Dear Ms. Reid:” was all I could read on the first fold. Quickly I turned it over and saw the word “Congratulations!” “YES!” I shouted out, and then thought, oh wait, I better make sure, and quickly scanned and saw enough to know that yes, indeed, I had passed the exam and could proudly put the letters CAE after my name. If anyone had been at the boxes with me, I might have hugged them. I let out another whoop and skipped home with a huge grin on my face. I wonder what the neighbors thought because I really did do several skips.

I wasn’t expecting to be so over the top happy, my reaction surprised me. But I knew that if I hadn’t passed, I would have been so disappointed and devastated, never mind the blow to my pride and ego. All the work, the sacrificed weekends and the new love for my profession – it all paid off in the end.

The letters CAE are validation of what I know and what I’ve been through. But the best thing about this whole process was the journey — the learning and thinking. Everyone’s CAE experience is probably a bit different. We come to it with varying levels of management and leadership experience, areas of expertise, and views on association challenges and opportunities. We approach the study process in different ways. But no matter the final results, going through the process is a huge accomplishment and stands on its own. Passing makes it sweeter.

If you find our industry at all fascinating and would like a rewarding learning experience, I strongly encourage you to study for the CAE exam. I call it a “journey” because it’s like one of those memorable trips to somewhere new and different. I knew where I was heading — the exam. I had my maps — the study guide and texts. I met some people along the way — my study group. But the best part was the studying and learning — being in the experience — the journey.

Agenda Abuse

Reading the paper this past week has reminded me of why it’s so important to train board directors and committee members on good meeting practices.

In Wake County (NC) a new majority was recently elected to the Board of Education. These new members were elected by a tiny percentage of county voters with a mandate to make some serious changes to existing policy – ending the mandatory year-round school calendar and eliminating busing kids to schools (originally instituted to achieve economic diversity). Emotions ran high during the election and especially after when these new faces won the seats of long-sitting board members.

My beef here isn’t with this new majority’s policy positions but rather how they have handled their board meetings, and I’m not alone. The News & Observer editors expressed exactly how many feel.

Taking advantage of their voting power, at the start of the first two meetings they added items and resolutions to the agendas without advance notice to their fellow board members or the public. These manipulative actions didn’t allow any time for public consideration or discussion of their proposed policy changes. They had the votes to ram their policies through but weren’t honest or courageous enough to allow discussion of the issues.

As I read the editorial and expressed out loud my disgust at how poorly the meetings were run, I was reminded about a recent County Commissioners meeting where a contentious issue was resolved by waiting until one of the more elderly commissioners had to use the restroom. Without her vote, the chair could get the motion passed while she was out of the room, so he did.

Is there no training for incoming board members on proper governance and meeting practices? On ethics befitting public servants? Where is staff when this is going on? I can’t imagine any chief staff executive of an association allowing such manipulation of an agenda. Any executive with a spine is going to make it very clear how horribly wrong and ill-advised that is for the long-term. Those items can be put on a subsequent meeting agenda, giving interested parties notice and opportunity to weigh in.

These antics have resulted in policy changes that affect every school-age child and their parents in Wake County – some will agree, some won’t. However, many on all sides are aghast at how these policies were changed. Another result is already clear – a loss of trust and confidence in these new members and their judgment and ethics. It will also be much more difficult for these two sides to come to consensus on future challenging issues. Alas, I guess that’s politics.

This disturbing story reminds me of how critical it is to train our board and committee members on governance and meeting practices that encourage transparency and thoughtful deliberation. Ideally all our leaders would come to the table with good ethics and judgment, and we wouldn’t have to worry about such things. But we can’t take that chance. We need to train our leaders in governing well. They are stewards of the organization and our job is to help them fulfill that role in the best manner possible.

Learning About Legal Trends for Associations

Last week the Association Executives of North Carolina held an excellent educational session, Top Legal Trends that Associations Should Care About, presented by Marty Martin, JD. There was a lot to digest and it reminded me, once again, of all the challenges a CEO faces. Marty discussed four emerging legal trends that we need to understand and deal with:

  • It seems that every few weeks we learn of the misdeeds of an organization or individual we once trusted. This morning we learned of the arrests of mayors and rabbis (!) in New Jersey. It’s no wonder that a lack of trust in organizations is becoming more pervasive.
  • We demand accountability from our leaders and organizations. We will no longer put up with boards failing in their duties and tolerating unethical behavior or misguided senses of entitlement, as they did at the United Way, Smithsonian, and Nature Conservancy. Associations are tax-exempt organizations, not only accountable to our members but to the public too.
  • “Transparency” is a word we see and hear more often these days, but it’s not a passing trend.
  • We’re much more critical about performance and results. If you can’t deliver, we’re going to start asking questions and taking our votes or money elsewhere. Doing well isn’t good enough; we must demonstrate our results to members and the public.

The IRS 990 Form is the most obvious indicator of these trends. If you haven’t looked at one yet because your job doesn’t require you to, take a peek and see what your CEO and Board will be dealing with. Its completion will require a lot more resources and disclosure than many associations are used to. The compensation section alone will give many Executive Directors heartburn and could create staff morale or member value issues when compensation packages of key staff are disclosed.

There must be a renewed emphasis on board governance and management of the association. The board is responsible for managing the business of the corporation – the association. Or do they think the Executive Director is managing it? The standards of service for a non-profit board are the same as a for-profit board. Do they realize that?

Are we selecting our board leaders for the right reasons? Or do other reasons enter the equation – ego, geography, seniority, politics, or relationships?

Do we educate our boards as to their duties and responsibilities? Do they understand conflict of interest? Anti-trust? Fiduciary responsibilities?

Do you get the impression that your board members don’t have the time to do the work they should to understand their responsibilities and prepare for meetings? If they’re not willing to put in the time and effort to do the work, they shouldn’t be on your board. I don’t know the source of this quote from the presentation but it’s a good one: “Your date book is your creed. What you believe in, you have time for.”

Marty defined organizational culture as a pattern of learning that occurs overtime in response to internal and external challenges. Culture operates on three levels, but all three must be aligned for a healthy organization:

  • Surface – The first impressions upon walking into your association’s office speaks to its culture.
  • Espoused values – Are you walking your talk? The board has the ultimate responsibility for adhering to these values, yet I think the Executive Director can play a critical role by modeling the right behavior and actions.
  • Basic assumptions – Assumptions are often hidden because we’re so used to them. “We’ve always done it that way.” They’re often our sacred cows. Assumptions can be an impediment to change in an organization.

In the short term, culture will prevail, even in the face of a changing external legal environment. That’s why associations may need a cultural shift to be transparent, accountable, well-governed and wisely managed.

Be a Renegade – Bringing Social Media to Your Association

I know that there are many association mid-level staffers (managers, directors, etc.) who are personally engaged in social media and believe that their association could benefit from it. However they are not in a position to lead their association there. What do they do? How can they somehow work the system and get their leadership to see that social media can help their association achieve its goals and so much more?

First, they need to look over their association’s strategic plan (or mission, goals, etc.) and see where social media can fit in as another tool or strategy to achieve those goals. Pay particular attention to these areas as they can all be enhanced by social media: advocacy, public relations, member recruitment, member engagement/retention, member communication, education and events.

Set up some Google Alerts on your association’s name, acronym, and variation of name, publications, conference/trade show, chapter acronyms, competitor name/acronym, and any other keywords that will help you to listen in on what people are saying out there. Set up a Twitter Search on the same terms. You can set up RSS feeds for all of these so that you can receive the alerts and search results automatically. I use Google Reader to get my RSS feeds.

Export your member and staff list, or if that is too cumbersome, export a list of your leadership, committee members, and show/meeting attendees. Be mindful that this will exclude those whom you probably would most like to know better – your “mailbox” members (that old term should be replaced!). Upload your list to Facebook and LinkedIn, and then to a Gmail account and have Twitter search that network for you. Find out who is active and what’s on their mind. Do a lot of listening.

Also do a search for some of your leadership’s peers (both staff and members), your association’s competitors and other associations that are similar in member type to yours. Are they involved in social media? These examples can be helpful later when trying to sell your leadership on social media.

Then make a plan. Review your organization’s goals or strategic plan and note how social media tools (starting with Facebook, LinkedIn and Twitter) might help your association achieve those goals. Only plan to take on one of these tools at a time – baby steps. Remember, you can’t just create a presence and walk away, you need to stay engaged, and that takes time and effort. Break your plan down into immediate, short-term and long-term ideas, keeping in mind that your plan will change as your association learns.

Try not to go it alone. Talk to some of the staff whom you discovered are involved in social networking. Bear in mind that many will not want their personal social media life to be known at work but they can be allies and advisors to you. Contact some of the members and ask them for advice. Tell them that you are “going renegade” and investigating options to further your association’s goals through social media – you’re just in the research phase. Ask their advice and if they would like to help. Take advantage of this intelligence-gathering opportunity – you can find out a lot about their real perception of the association, what they want/need, how they envision their association.

This is a lot of work but you will learn much from it. A huge concern to any CEO about social media is the amount of time it requires. This is a valid concern and one that you should be ready to address. It’s why I haven’t mentioned blogging as part of this plan, although it may be something to consider depending on your association’s resources. Another reason to have allies amongst staff is that you may already have in place others who can assist with this effort. Social media can not belong to one department alone. It must be integrated across many departments and can be an aid in breaking down departmental silos since it will require collaboration.

Here are some recent posts that will help you prepare for this task and for the nay-sayers.

What else does someone need to do before they bring their ideas (and a plan) to the big guns? Some of you have gone through this at your association. What advice do you have?