AuSAE launched in Tasmania

Nick Koerbin

Third Sector — October 2008

The Master Plumbers Association, the Cancer Council of Tasmania and the Australian Medical Association were among the organisations represented at the first meeting of the Tasmanian branch of Australian Society of Association Executives (AuSAE).

Over 20 CEOs of Tasmanian not-for-profit organisations attended the meeting at the stunning Wrest Point Conference Centre in Hobart with the venue and refreshments provided courtesy of The Federal Group, who sponsored the meeting.

Victorian AuSAE President and Materials Australia CEO Nick Koerbin was in town to deilver the keynote speech. “It was like coming home,” said Mr Koerbin. “I was born and raised in Hobart, so it was a real thrill to share of my experiences as a professional association manager.

“There are heaps of books on managing associations, but nothing compares to your own experiences so I thought I would share some of my own experiences and ideas.”

In his presentation, Mr Koerbin outlined some of the key challenges that face association managers including stalled membership growth, stale programming, member apathy, revolving volunteer leaders, and the pressure faced by assocations to deliver high quality services to members and stakeholders at levels that are often beyond their capcities.

He also discussed “the 20 lessons every association manager should know” and what makes for a high performing association.

Mr Koerbin indicated that in high performing associations:

Vision for the association is shared and owned by stakeholders
Strategy is performance based, clear and mapped to ensure boards and employees can turn the vision to reality
Goals are challenging and make a difference to the way in which work is completed
Better business practices to ensure member and employee satisfaction
Strong emphasis on performance measurement using key performance indicators
Boards of individuals do not allow personal or regional concerns to obstruct meeting the association’s goals.

20 lessons for association managers

1. Learn to understand the nature and complexity of running an association.
2. Association leaders do have an opportunity to make a difference.
3. Remember association managers are only the caretakers – don’t own the organisation. Know when to get out.
4. Ensure the Board is FULLY aware of their responsibilities and are accountable.
5. Understand the legal and ethical requirements of board members and reinforce this to them. Join AuSAE and AICD and your local Chamber of Commerce.
6. You are required to show leadership to not only your board, but staff and members.
7. Be prepared to change the nature of the organisation – a tough call when there is tradition and a culture that is still embracing the past.
8. Develop skills in strategic and business planning.
9. Manage with key performance indicators.
10. Understand the financial performance of the business. Go behind the figures!
11. Not-for-profit does not mean no-profit. You need surplus to sustain the organisation.
12. Ensure reserves are managed as a safeguard, but also to invest in infrastructure.
13. Ensure you manage committees. Committees should not manage you.
14. If you can afford it, get the latest integrated database – it will save you money in the long run.
15. Continue to develop products and services that will raise revenue and be viewed as value by members. In most cases membership subscriptions will not sustain the organisation.
16. Ensure members understand the term ‘value proposition’. It is something of value to them and the reason for joining your organisation.
17. Build strategic relationships with suppliers and other stakeholders. Win-win is everything.
18. Don’t go to government just for funding, build relationships – funding is a possible outcome from a good relationship.
19. Engage you members well and they will help you achieve your goals.
20. Final lesson – you will still have lot more lessons to learn because all associations are different. If you are not networking with other association professionals then you are not adding value to your organisation.