Preface to the Revised Edition
Since the Measures of Success Task Force completed its work in 2006, the external environment in which associations operate has changed considerably. The near-collapse of the U.S. financial and housing markets, coupled with a prolonged recession, have challenged associations to maintain fiscal stability and continually demonstrate value in a world fraught with economic uncertainty.
Given these pressures, it seemed like a good time to check back with the nine organizations that had exhibited seven distinguishing characteristics, or measures, and thus earned the “remarkable association” designation. How had they weathered the recession and addressed its lingering effects? Were they doing anything differently? Did the seven measures still resonate with their staff members and volunteer leaders?
To find out, we reconnected with the nine remarkable associations through in-depth interviews, either with the CEOs or senior staff, and reviews of association materials and resources. Reconnecting did not require the whole Measures of Success Task force to reconvene, but we relied on one of the original members to conduct follow-up interviews and integrate the resulting updates into this revised edition. Since the publication of the original book, there have been hundreds of meetings, courses, workshops, lectures, and discussion groups that have discussed the book’s findings and how to incorporate them into one’s own association. This edition has also been restructured slightly, as well as expanded significantly with the addition of a new chapter. In Chapter 6: Putting the 7 Measures to Work, you’ll find the stories of three associations that decided to incorporate the seven measures into their cultures and operations.
Without question, the updating process confirmed the integrity of the original research. The seven measures remain as relevant today as when the Measures of Success Task Force first identified them. It’s important to remember that, in most instances, the associations exhibiting these characteristics had experienced at least one severe crisis—whether related to finances, leadership, or membership—during the 15 years examined in the the original research period and had recovered well. In other words, the seven measures of success were not forged only during times of growth, expansion, or plenty. Given remarkable associations’ proven ability to thrive, even in less-than-ideal circumstances, it’s not surprising that they emerged in solid financial shape from the economic meltdown of 2008.
To be sure, the recession affected these associations, leading in some instances to decreased membership, budget and program cutbacks, and salary freezes. Along the way, association leaders and staff had to make some difficult choices. But thanks to their disciplined adherence to a set of core principles and practices—reflected in this book as the seven measures—these associations all had a culture in place that enabled them to effectively address different economic realities, even if the industry or profession they represent had taken a big hit during the recession.
Since the first printing of this book, the associations in the study group kept busy streamlining their mission statements and goals, revising programs and services—often to reflect the growing popularity of mobile applications and social media—encouraging conversations about what their members wanted and needed most, and searching out new alliance partners to make resources stretch even further. They also demonstrated the will to act, as observed in the original research. One association, for example, introduced a massive restructuring of its governance structure; another restructured its staff to focus on gathering more detailed data to support its business decisions. And these adaptable associations did it all with a minimum of hand-wringing and second-guessing. Even in the face of unprecedented economic pressures, they stayed true to their core and developed contingency plans—and then took action. In short, the remarkable associations continued exhibiting the behavior that made them exemplary in the first place.
Joe McGuire, CAE
Chairman-Elect, ASAE
Chairman, ASAE Foundation
President, Association of Home Appliance Manufacturers
Susan Robertson, CAE
President, ASAE Foundation
Executive Vice-President, ASAE
February 2012
Editor’s note: When 7 Measures of Success was first released in 2006, the two organizations involved were referred to as ASAE & The Center for Association Leadership. Since then, both organizations have adopted new names. ASAE: The Center for Association Leadership, or ASAE for short, is the 501(c)(6) representing more than 21,000 association executives and industry partners. The ASAE Foundation, formerly The Center for Association Leadership, is a 501(c)(3) organization dedicated to advancing association and nonprofit leadership with the support of generous individual and corporate contributions.