Maintaining A Balance A. Managing the Business Operation B. Managing the Image and Perception of the Business
American Medical Association Parent-Teacher Association Masonic Service Association Independent Computer Consultant Assoc
American Medical Association ◦ 1960 – 1.5 million / 2013 – 228,000 Parent-Teacher Association ◦ 1960 – 12 million / 2013 – 2 million Masonic Service Association ◦ 1954 – 4 million / 2013 – 1.5 million Independent Computer Consultant Assoc ◦ 2001 – 2,000 / Discontinued
Changes in technology Changes in customer needs and values Shrinking revenue sources Changes in legislation and regulation Increased competition Impact of catastrophic event
Bridge the technology gap and build a framework for the future Rigorously define the member market Investigate and actively pursue alternative revenue sources Evaluate member benefits annually Develop scenarios for disaster recovery
Providing exceptional member benefits Increase in association membership Increase in annual conference attendance Increase in volunteer participation Increase in strategic partnerships Competing with alternative service offerings
14 Marketing / Communication Strategy Increase Recognition Increase New Members Increase Conference Attendance Increase Political Clout Increase Donor Contributions * Potential Impact of successful strategy