|
Benefits of an Association
Management Company
The phenomenal growth of trade associations, professional societies
and other non-profit organizations has dramatically increased the
need for effective, professional management.
The traditional answers - a major investment in full-time staff and
office facilities or operating with volunteers who often lack time,
experience and expertise in key areas can result in high overhead
and headaches because long-term goals frequently get lost in
day-to-day details.
The concept of association management has existed for more than 100
years and presents an alternative solution to this situation.
Today’s associations and societies are continuing to appreciate and
embrace the many advantages of an association management company.
Centers for Professionalism and Service
An association management company is a firm of skilled professionals
whose goal is to provide management expertise along with specialized
administrative services to associations, societies and other
non-profits in an efficient, cost-effective manner.
Be they large or small, trade associations or professional
societies, all volunteer organizations continually need to evaluate
their goals and objectives, and then select the management framework
that is right for them. Simply put, employing a full-time staff
along with the necessary expenses of maintaining an office is
neither cost nor time-efficient for most associations.
Shared Resources Provide Value and
Expertise
Based on the concept of shared resources, Cornerstone Association
Management provides volunteer organizations with the expertise that
they need, when they need it, utilizing a consistent team of
association professionals. In addition, specialists are assigned on
an as-needed basis to designated projects.
Participating associations are able to enjoy the best of both
worlds: the professional expertise of top specialists for all of
their programs and projects with significantly reduced expenditures.
Management firms also shield organizations from the increasingly
complex liabilities of directly employing personnel.
Resources You Need When You Need Them
Association management companies like Cornerstone provide a
centralized office that serves as a headquarters. The overhead costs
for this office are shared by many associations and professional
societies. In this way, Cornerstone’s clients enjoy an increase in
resources and also benefit from the latest in advanced technologies
and professional equipment without a major capital investment which
results in a cost – benefit situation.
Since our staff professionals are assigned on an as-needed basis,
client service is customized to meet specific tasks. These
individuals have expertise in specific areas of association
management. They know what will work and how to make things happen
with a minimum of effort. This in turn allows flexibility to meet
the challenges of changing policies, programs and leadership.
Maintain a Separate and Distinct Identity
Members will find little evidence that their association is part of
a management company. Incoming telephone calls are personally
answered during business hours as having reached “Association
Offices”. Each client association has its own listing in phone
books, association directories, etc. and has separate bank accounts,
investment accounts, membership databases, vendor contracts (such as
hotel and printing), educational programs, and promotional
campaigns. An executive director works together with a team who is
dedicated to serving each client’s needs, carrying their business
cards and considering themselves their staff.
Access to Professionals in Key Program
Areas
The skills required to successfully run an association today run the
gamut from A to Z. Budgeting, financial administration, contract
negotiations, meeting planning, copy writing, editing, strategic
planning, educational development, marketing, fund-raising, public
relations, chapter operations, inventory management, government
relations, certification administration, surveys and evaluations,
database management and information systems management are just the
beginning. Instead of expecting a few people to “do it all”, member
associations gain access to employees who specialize in these areas
as needed and also gain the benefit of thorough attention and
devoted service to each task. As a result, members perceive their
organization as top-notch in every possible area.
Share in the Leading-Edge Technology Used
by a Management Company
Association management companies must offer advanced technology to
clients in order to remain competitive. Information systems offer
tremendous capability and flexibility and serve as a key tool in
managing every aspect of an organization including strategic
planning, budgeting, financial management, conferences and meetings
registration, database maintenance, desktop publishing and general
administration. Few associations are able to afford the
sophisticated level of technology available at Cornerstone
Association Management.
Share the Cost of an Infra-Structure – Pay
Only for the Overhead Used
The costs to maintain an office can be overwhelming, especially for
small to mid-size organizations. Rent, utilities, technology and
maintenance are just a few of the overhead costs that are shared
with all of the other organizations within a management company.
Overhead expenses are pro-rated for each association. In addition,
access to large and small meeting rooms are available as needed for
board and committee meetings. These consolidated meeting locations
afford visiting members instant access to account staff, membership
files, and other intangible benefits available at an offsite
location.
Avoid Dealing with Time and Energy
Consuming Personnel Issues
Association boards are best utilized when they are making strategic
management and policy decisions related to their field and scope of
practice. The issues of employment compensation, benefits,
withholding taxes, continuing education, hiring and firing drain
valuable time and energy from the board. Association management
companies are the employers of your staff. While each association
has input into performance evaluations, they are released from the
need to spend time on the day-to-day issues of human resources.
Expand or Contract Staff as Needed with
Ease
As a program’s size or scope increases, new staff can be added to an
account team to provide the additional services, many times without
having to spend extra time and energy to hire additional qualified
personnel. Similarly when programs are cut, there may be no need to
lay off employees, as these individuals can be seamlessly
transferred to another association within the management company.
Minimize Phone Transfers, Voice Mail and
Busy Signals with a Fully Staffed Member Services Group
A common complaint from members of organizations with limited staff
is the slow response rate to requests and phone calls. At
Cornerstone Association Management, member calls are typically
answered by a member services representative, not by a receptionist
or an answering machine. These representatives are trained to answer
questions specific to each organization. With just one phone call,
members can renew their membership, register for a conference or
change their mailing address; prospective members and others can
find out what an organization is all about. In short, every detail
and nuance of the member services function is designed to produce a
positive and productive experience for all who contact the
organization.
Share Experiences with Other Associations
Managed by the Same Firm: Avoid Their Mistakes and Seize Their
Opportunities
The collective knowledge of seasoned executives is invaluable as
account staffs share their learning experiences with one another. If
an organization is contemplating a new project such as adding a
password access area to their website or searching for a key
consultant to conduct a benchmarking study, chances are that someone
else has already implemented a similar program. Clients can benefit
from the lessons learned from other association’s experiences and
can familiarize themselves with pros, cons, cost implications, and
potentially unforeseen issues by utilizing that shared knowledge.
Share in Overall Buying Power
A key benefit of association management companies is increased
buying power. Combining the printing jobs, mailing pieces, hotel
reservations, etc. of multiple clients, year after year, results in
a stronger negotiating position – giving instant access to better
hotel contracts, printing quotes, mailing services, and more.
|
