With over 2,400 associations calling Brussels home, the capital of Europe bears a strategic importance for the non-profit sector that acts as the 6th power, behind the legislative, executive, judicial, traditional media and social media powers.
Associations bring together trades or professions with a shared vision and interests. They usually serve their members by being ahead of the curve, providing cutting-edge information, promoting best practices and know-how exchange, education, certification, standard setting and networking. The “power of Associations” lies in their unique position as bridge builders operating at the nexus of the executive, legislative and business worlds. The impact of associations is measured in their ability to represent their members, to shape policy, drive standards up, fostering transformational journeys and thought leadership.
The professionalisation of association management
Advancing associations requires a well-balanced mix of skills which starts with an awareness of the association executive profession. When I started my career in professional association management, hardly anyone knew it was a profession per se in Europe, whereas you could already get certified in the United States. Things have changed over the years with the shift from volunteer-led to professionally managed associations, with staff (in-house or outsourced consultants) focusing only on running non-profits, adopting the latest technologies and continuously learning and therefore bringing both expertise and efficiency to the table. This professionalisation elevates operational excellence, builds resilience and brings sustainablity to associations.
Non-profit is a tax status, not a business model
A major shift I have witnessed over the past 20+ years is a realisation that non-profits should be managed as efficiently as for-profit businesses. Anyone who has worked with me will have heard me say over and over again that “non-profit is a tax status, not a business model!”. By that, I mean that associations should borrow from the best-in-class in the business world: align volunteers and staff alike behind a clear vision and mission; have a strategic plan and strategic objectives and review them as often as need be; ensure policies and procedures enable adaptability as associations operate in a fast changing environment and must be able to reajust their programmes and plans as often and fast as required. Which leads me onto the next point: the importance of governance.
Governance as enabler of accountability, resilience and success
The governance of each association needs careful attention to ensure it is fit for purpose, agile and inducive of trust from members and stakeholders alike. The rules governing the composition, role, decision-making and succession of boards and committees should be transparent, inclusive and ethical. Similarly, financial flows should be governed by robust policies ensuring accountability and alignment with the objectives of the association. Budgets should be aligned with the strategic plan. Income and expenses should be monitored if not monthly, quarterly as a minimum, depending on the size of the association and number of transactions. Accounts should preferably be audited. Governance should also be reviewed on a regular basis to ensure it does not become a hinder for associations.
Value creation as the goal post
None of this would make sense without a clear understanding and overview of what value associations bring to their members, and how to capture it. This value can come in many shapes, ranging from advocacy, networking opportunities, market intelligence, policy monitoring and early warning system, education and certification, etc. Measuring and communicating said value to members is critical in ensuring the sustainability of associations. This can be done via regular satisfaction surveys, tracking Key Performance Indicators (or better Objectives and Key Results, OKRs), benchmarking with similar organisations, sharing success stories, drafting annual reports recaping on activities, showcasing achievements, financial health and OKRs, member testimonials, events and webinars and much more!
Taking your association to next level requires professionalisation
Strategic planning, governance, value creation, stakeholder outreach and communication to name a few require complex and diverse skillsets to support the success of associations. This comes with the professionalisation of association staff, so volunteers can focus on their day job. Adopting a holistic approach is the secret to efficiently and effectively addressing challenges, creating resilient, future-proof organisations.
And this is just scratching the surface, so to fellow association executives out there: be curious, be bold, dare to innovate and challenge the status quo, associations need your drive to thrive!