Membership Essentials
Autor The American Society of Association Executives (Asae)en Limba Engleză Paperback – 21 mar 2016
Considerăm că succesul unei organizații bazate pe membri nu rezidă în numărul brut al înscrierilor, ci în capacitatea de a genera valoare sustenabilă. Un exemplu elocvent oferit de The American Society of Association Executives (Asae) în paginile acestui volum este transformarea funcției de membership dintr-un siloz administrativ într-un „sport de echipă” care implică toate departamentele. Această abordare sistemică demonstrează că retenția membrilor este rezultatul direct al alinierii dintre datele colectate, guvernanță și strategia de comunicare online. Putem afirma că Membership Essentials funcționează ca un manual operațional riguros, structurat pentru a ghida cititorul de la fundamentele teoretice ale implicării (engagement theory) până la execuția tactică. Volumul debutează cu o analiză a mediului în schimbare, continuă cu definirea propunerii de valoare și se încheie cu strategii concrete de cercetare și management al datelor. Complementar volumului Asae Handbook of Professional Practices in Association Management, care oferă o perspectivă de ansamblu asupra managementului asociațiilor, Membership Essentials acoperă în profunzime nișa specifică a recrutării și loializării, oferind instrumente pe care tratatul generalist doar le menționează. În comparație cu MemberShift, care se concentrează pe motivele plecării membrilor, acest ghid publicat de Wiley adoptă un ton autoritar și proactiv, axat pe construcția unei infrastructuri organizaționale solide care să prevină erodarea bazei de membri. Cititorul va învăța cum să utilizeze cercetarea pentru a anticipa nevoile comunității și cum să adapteze modelele de afiliere pentru un context globalizat, asigurând relevanța asociației pe termen lung.
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Specificații
ISBN-10: 111897624X
Pagini: 304
Dimensiuni: 180 x 254 x 17 mm
Greutate: 0.58 kg
Ediția:2nd edition
Editura: Wiley
Locul publicării:Hoboken, United States
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Public țintă
Membership directors, CEOs, Executive directors, senior staff and boards of membership organizations, associations and nonprofits. Chapter leaders, membership committees and working groups, chambers of commerce, convention and visitor bureaus, Alumni associations, individuals preparing for the CAE certification.De ce să citești această carte
Această lucrare este esențială pentru directorii de membership și liderii de organizații nonprofit care doresc să treacă de la intuiție la decizii bazate pe date. Veți câștiga o metodologie clară pentru definirea valorii oferite membrilor și pentru optimizarea proceselor de recrutare. Este resursa indispensabilă pentru obținerea certificării CAE, oferind standardul global în managementul asociațiilor profesionale.
Despre autor
The American Society of Association Executives (Asae) este principala organizație profesională dedicată managementului asociațiilor, reprezentând peste 21.000 de directori și parteneri din industrie la nivel global. Fondată pentru a promova excelența în conducerea organizațiilor nonprofit și comerciale, ASAE stabilește standardele de bune practici prin cercetare, educație și advocacy. Expertiza colectivă a membrilor săi este distilată în publicații tehnice care servesc drept bază pentru certificarea Certified Association Executive (CAE), consolidând poziția organizației ca autoritate supremă în domeniu.
Descriere
The updated and expanded ASAE guide to membership fundamentals Membership Essentials is the American Society of Association Executives′ flagship guide to all aspects of membership development, recruitment, and retention. One of the five core topics for CAE preparation, membership is a fundamental area central to the role of membership director and association leader. This book is a comprehensive exploration of all aspects of membership, from engagement theory, to membership functions, to infrastructure, and much more. This new second edition has been updated with the most current practices, and includes expanded coverage of value proposition, strategic planning, model development, staff leadership, legal considerations, and other important topics that have come to the fore since the book′s initial publication. Environmental factors and sustainability, governance, globalization, online communities, and the role of volunteers are discussed in greater depth, alongside foundational concepts that association leaders must understand to fill the role effectively.
This book reflects the experience and expertise of thought leaders from a range of associations small, large, local, regional, national, and global and represents the ASAE′s fundamental body of knowledge on membership topics, and provides an invaluable resource for those preparing for or already in association leadership positions.
- Engage members more fully in the evolving membership environment
- Develop models and strategies for relationships, engagement, and affiliation
- Explore ways in which the web and social media can benefit your membership
- Examine the implications of globalization and the related relational models
The ASAE is comprised of over 21,000 association executives and industry partners from more than 10,000 organizations from around the world. The concepts presented in this book have been proven time and time again, and serve as a global template for membership management. Whether you′re preparing for the CAE or striving to provide better association leadership, Membership Essentials is the resource you need at the ready.
Textul de pe ultima copertă
THE ASAE′S LANDMARK GUIDE TO MEMBERSHIP FUNDAMENTALS
Membership remains a core pillar of many, if not most, associations today. It is a fundamental area central to the role of membership directors and association leaders and one of the nine areas to master when preparing for the Certified Association Executive (CAE). The Second Edition of Membership Essentials is the American Society of Association Executives′ practical and comprehensive guide to membership development, recruitment, and retention.
Step by step, Membership Essentials reviews all aspects of membership such as engagement theory, membership functions, infrastructure, global membership, delivering value, the role of volunteers, and much more. The text draws on the experience and expertise of a wide–range of consultants to the association community and thought leaders from associations (small, large, local, regional, national, and global) and represents the ASAE′s essential body of knowledge on membership topics.
Revised to include the most current and effective practices in the field today, the second edition contains expanded coverage of value proposition, strategic planning, model development, staff leadership, and legal considerations. Reflecting changes in technology and globalization, the text also offers updated information on environmental factors and sustainability, governance, online communities, and the role of volunteers.
Membership Essentials covers the basic concepts, strategies, and techniques that association leaders must grasp in order to fulfill their duties effectively and offers a guide to membership fundamentals when prepping for the CAE.
Cuprins
Acknowledgments vii
About the ASAE–Wiley Series viii
Introduction ix
By Greg Fine, CAE
Chapter 1 The Evolving Environment for Membership and Engagement 1
By Kenneth A. Doyle, FASAE, CAE, and Scott D. Oser, MBA
Chapter 2 Strategic Planning as It Relates to Relationship–Building, Engagement, and Affiliation 13
By Kristine Metter, CAE
Chapter 3 Defining Value 21
By Jay Karen, CAE
Chapter 4 Governance as It Relates to Membership 33
By Charles W. L. Deale, FASAE, CAE
Chapter 5 Membership Is a Team Sport: Working with Other Departments 47
By Sara Miller, MBA, PMP, CAE
Chapter 6 Managing a Global Membership 61
By Andrew Calhoun, CAE
Chapter 7 An Overview of Membership Research 75
By Dean A. West, FASAE
Chapter 8 Mission Impossible: Using Data to Drive Organizational Excellence: Collecting, Managing, and Using Member and Prospect Data 93
By Wes Trochlil and Sherry Budziak
Chapter 9 Organizing and Developing the Membership Function to Deliver Value 111
By Sara Miller, MBA, PMP, CAE
Chapter 10 Membership Categories and Dues Structures 125
By Sheri Jacobs, FASAE, CAE
Chapter 11 The Role of Volunteers in Membership/Volunteer Management 139
By Miriam Wolk, CAE
Chapter 12 Recruitment and Renewal Strategies 153
By Tony Rossell
Chapter 13 Member–Get–a–Member Campaigns 175
By Melanie J. Penoyar, CAE
Chapter 14 Digital Engagement: Online Communities, Web Delivery of Benefits, and Social Networking and Media 191
By Benjamin Martin, CAE
Chapter 15 Membership Communication 207
By Christy Jones, CAE
Chapter 16 Financial Metrics, Management, and Budgeting for Membership 231
By Susanne Connors Bowman, CAE
American Academy of Pediatrics: Rebuilding Our Membership Dashboard 239
By Melissa Walling, IOM, CAE
Chapter 17 Legal Considerations 251
By Jefferson C. Glassie, Esq., FASAE
Chapter 18 Innovations and Potential Directions for Membership–Based Organizations 263
By Lowell M. Aplebaum, CAE, Greg Melia, CAE, and Melody A. Jordan–Carr, MS
About the Executive Editor 279
Index 281
Notă biografică
SHERI JACOBS, FASAE, CAE, is President and CEO at Avenue M Group, a full–service association and marketing agency with in–depth expertise in member behavior, engagement, and retention. She is the author of The Art of Membership from ASAE/Wiley.