president's MESSAGE
Making Your Organization’s Success Factors Count in 2010
From Bruce Wardle, President

As a volunteer leader of an association, if you were asked what three key success factors will be most important for your organization in 2010, what would your answer be?  

In creating a list of activities or deliverables in which an organization needs to excel, leadership teams frequently include a standard group of six or eight.  Typically, they'll list, "understanding our member’s needs," "producing desired benefits and services," "managing to the approved operating budget," "developing innovative member marketing programs," or “delivering a great annual conference.”

As you consider and prioritize, I suggest that it is important to limit your list of success factors to two, or at most three. Here's why... While these lists are complete, they can sometimes be so all-inclusive that they're not much more than "mom and apple pie."  And the success factors listed by some leaders don't imply a true “focus” for their particular organization.

Yet, a razor sharp focus is exactly what's required for success. Focus on a few activities – on the most important activities – on those two or three key success factors for this year and for this time. In any non profit or business, there are two or three activities which are the primary determinants of success. If your organization is especially good at those activities and just mediocre at everything else, your association can be successful.

Determining Appropriate Key Success Factors
In the for profit world, such as in the computer software market, key success factors go to establishing efficient channels of distribution and providing post-sales support. Too much concern about writing "code" may be a technical nicety, but from a competitive point of view, it's a waste of business resources.

In the non profit world, the measures of success we have traditionally been proudest of include membership growth, new programs, increased revenue, and increased market share—particularly when they were accomplished with leaner budgets and fewer staff. While these measures are still on-target for many associations, some groups are looking at success differently in these difficult economic times.  In their book, “7 Measures of Success - What Do Extraordinary Associations Do that Other Don't?,” ASAE and the Center for Association Leadership note that success for extraordinary associations is based on a commitment to purpose and mission, a commitment to continual analysis and feedback and a commitment to action.

Changing Success Factors Caused By a Down Economy
Rather than struggling to maintain traditional offerings and find new sources of revenue to prop them up, some associations are coming to terms with the fact that they simply can’t do it all any more, and they can’t do things the way they always have (see examples in the Retail Bakers of America profile below). These associations are revisiting their essential reasons for being, refocusing, and restructuring their operations and governance to be more relevant to their members and more responsive to the changing environment.

From downsizing or stopping specific programs to restructuring and co-locating events with like-minded groups, associations are exploring a myriad of ways to remain viable and to be successful. Here are examples of success factors that will ensure your organization’s relevance and growth for 2010:

• Making room for programs that produce - Use data to support a call for change. Engage members, provide valuable programming, and connect people to build relationships—this will serve to highlight the need to refocus resources and energies.
• Responding to industry downsizing- Declining revenue, dwindling numbers of core membership in the wake of industry downsizing, cost-cutting…sound familiar?  These are the very same hurdles several AMG associations face. In addition, the number of companies willing to pay employees’ membership dues is declining. Association leaders should consider a business plan that details exactly what audiences the association should serve, the market and revenue growth potential, and how the organization would reorganize to take advantage of the opportunities. A board-approved new plan and structure should focus on expanding service to growth markets by shifting resources from the traditional, but shrinking, core membership.
• Developing a strategic, policy-making board which leaves the details to its staff and holds them accountable for outcomes - Many board members and volunteer leaders are seeing their role in this new light, and dropping partnerships and programs that aren’t contributing. The outcome: A strategic, future-focused board that is better able to embrace change. When the board and CEO have clarity of roles, agreement around outcomes, and are focused on the vision of what is going to be different, the politics of organization vanish.

Whatever your top three success factors become for 2010 make sure the are sharply focused on what your organization needs most and on what truly matters most to that group of core members who sustain through dues and involvement the purpose and mission of your non profit.

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Association News

American Ambulance Association (AAA)
The American Ambulance Association (AAA), the voice for ambulance services nationwide, is creating a Web-based national emergency health registry through a partnership with Docvia. The innovative new Web service, invisibleBracelet.org (iB), will enable patients to register personal vital health details and in the event of an emergency, automatically notify friends and family through the largest network of EMS providers in the United States. If transport is required, text or email messages will be delivered to a member’s In Case of Emergency (ICE) contacts. The service costs $5 per member, per year. 

AAA-affiliated EMS providers will be the first to support the national rollout of the iB Web service. After the initial launch, which will be announced early next year, other EMS providers not currently affiliated with the AAA will have the opportunity to join the iB Medic Network.  For additional information visit www.invisiblebracelet.org.

Americas Association of Cooperative/Mutual Insurance Societies (AAC/MIS)
Celebrating its 30th Anniversary as an inter-American cooperative and mutual insurance movement network, The Americas Association of Cooperative and Mutual Insurance Societies (AAC/MIS) held its XVII Annual Conference in São Paulo, Brazil from November 11-13, 2009, hosted by Seguros Unimed. The theme of this year’s conference was 30 Years of Trust Earned: Taking Advantage of the Cooperative/Mutual Model and focused around four half day session themes on Leadership, Regulation and Advocacy, Governance, and Reinsurance. In response to member feedback, the entire conference format was redesigned to provide more in-depth exploration of key issues, greater networking opportunities through small group work and discussion forums, and interactive electronic voting. Over 110 delegates from 15 countries gathered in South America’s largest city, welcomed by Seguros Unimed President Dalmo Claro de Oliveira. 

International Society for the Study of Trauma and Dissociation (ISSTD)
ISSTD says good bye to Heidi Walker after two years service at its Executive Director. Heidi will be moving from the area.  Effective January 1, 2010 Therese Clemens became Associate Director and Jennifer Randall began supporting ISSTD half-time in the role of Membership and Programs Manager.

Heidi leaves us on a very positive note. The 2009 annual conference held in November in Washington, DC was marked by increased attendance, up more than 12% over 2008. 

Best wishes and many thanks to Heidi for her invaluable contribution, dedication and long hours working tirelessly for ISSTD. 

Student Youth Travel Association (SYTA)

A group of travel industry leaders met with Australian Minister for Tourism Martin Ferguson to discuss international tourism issues and tourist traffic between the United States and Australia.  In addition to the Minister, Australian tourism policy leaders from the Australian Embassy in Washington, DC, and the national government in Canberra met with travel executives from the American Society of Travel Agents, the National Tour Association, the Student & Youth Travel Association, and the U S Travel Association.

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New at AMG

AMG Welcomes Our Newest Client: The Emergency Department Practice Management Association (EDPMA)
AMG is pleased to begin the new decade with a new client, The Emergency Department Practice Management Association (EDPMA).  Transition activities have been underway and full management services began February 1.

AMG will hire an Executive Director to manage the implementation of EDPMA’s  strategic inititaives and enhance the resources offered by the 13 year old organization.  The new ED will be supported by a Program Manager responsible membership development, advocacy support and education.   AMG and EDPMA will work together to expand advocacy efforts, provide comprehensive education programs ,  the infrastructure to manage EDPMA’s various task forces that focus on critical industry issues like quality reporting,  Medicare payment, documentation guidelines, quality initiatives, managed care, provider enrollment, and health care reform.

 “EDPMA is excited to build on our long history of excellence on behalf of emergency physician groups and their partners,” says Randy Pilgrim MD, Chair of EDPMA.   “We look forward to a dynamic future in health care, and welcome AMG as a new partner.  Without question, this team can meet - and even exceed our expectation, as we execute on our mission, expand our core membership, and ultimately enable our members to deliver quality care to emergency patients nation-wide.”

AMG Makes Personnel Changes to Broaden Services to Clients, Says Goodbye to Valued Team Member
Heidi Walker, AMG’s Vice President of Operations and the Executive Director of International Society for the Study of Trauma and Dissociation (ISSTD), will be leaving AMG in February.  Her husband has been transferred out of the area and they will be moving this month.  Heidi has made amazing contributions to AMG – our clients, employees and operations.  We appreciate her dedication to the company and wish her and her family the best.

AMG has restructured the leadership team to provide a broader array of resources to AMG clients and staff.   

 Denise Clark becomes Vice President of Finance/Operations.  In addition to her current role in managing AMG’s finance and accounting operations, Denise oversees AMG internal operations including human resources, reception, mailroom and office operations.

Tristan North becomes Vice President, Government Affairs, AMG and Senior Vice President of Government Affairs, AAA.  In Tristan’s new role as Vice President, Government Affairs, AMG, he provides expert counsel and lobbying solutions to AMG clients backed by 15 years of government affairs experience.  Tristan will continue to spearhead lobbying efforts for the American Ambulance Association (AAA) as the association’s Senior Vice President of Government Affairs.

Ryan Wall becomes Vice President, Business Development, AMG and Associate Executive Director, DBA International.  In his new role as Vice President, Business Development, AMG, he leads the team to identify and recruit prospective AMG/MMG clients and to oversee the transition of new clients into AMG.  He maintains his role as Associate Executive Director, DBA International.

Maria Bianchi becomes Executive Vice President, AAA and Senior Executive, AMG.  She provides oversight and strategic support to staff serving some of AMG’s trade and professional organizations as Senior Executive, AMG.  Maria will continue her role as Executive Vice President for the American Ambulance Association (AAA).

Scott Hall is promoted to AMG’s Chief Technology Officer and will continue to manage all aspects of AMG and its client’s technology needs. He facilitates the migration of our new clients into the ClearVantage database system, implementation of interactive Web pages and manages AMG’s external contractors.

In addition to the enhancements in the senior leadership team, the following personnel adjustments will occur to provide AMG staff and clients even more resources and services:

Therese Clemens became Associate Director of International Society for the Study of Trauma and Dissociation (ISSTD) effective January 1, 2010. 

Jennifer Randall began supporting ISSTD half-time in the role as Membership and Programs Manager.

Liz Jayankura-Jones becomes Marketing Communications Account Executive.  In her new role, Liz creates and initiates marketing, communications and social media campaigns for the AMG family of business.  She will also support the marketing and communications efforts of AMG, MMG and CMG clients.  Liz is formerly the Communications Manager for the World Airline Entertainment Association.

Additionally, AMG is currently recruiting an HR Manager to oversee new employee recruiting, employee benefits management and employee development and counseling.

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Leadership Profile
Board of Registered Polysomnographic Technologists (BRPT)—President Janice East, RPSGT, R. EEG T.

A Registered Polysomnographic Technologist (RPSGT) is a fully trained sleep technologist who has met the rigorous requirements to become credentialed by the Board of Registered Polysomnographic Technologists (BRPT).  BRPT is an independent, nonprofit certification board that cultivates the highest professional and ethical standards for polysomnographic technologists by providing an internationally recognized credential – the Registered Polysomnographic Technologist. RPSGT is respected worldwide as the leading credential for polysomnographic technologists. There are currently more than 14,000 RPSGTs.

Janice East, RPSGT, R. EEG T., President of BRPT, gives us her insight on the future of BRPT and industry challenges for 2010.

Q: When did you join BRPT and how many terms are you serving on the Board?
A: I joined the BRPT board in January 2007 as a board member, after having participated on the Exam Development Committee for two years. I’ve served various roles in the past three years, culminating with the president position now. The board member terms are four years and the officer terms are two. I will serve the two years as president, then one year as immediate past president.

Q:  What do you like most about being on the Board?
A: I enjoy working together with a diverse group of people on the board, all of whom are passionate and engaged in working together toward the same goals for credentialing. I have learned valuable information from all kinds of interactions with technologists, membership association groups and others that has benefited me professionally and personally. The board offers challenging, stimulating and, yes, at times, overwhelming work.

 Q: How has BRPT reacted to the down economy?
A: With recent economic challenges over the past 18 months or so, it has been rewarding to see sleep technologists sharing information and working innovatively to reduce costs and improve outcomes for their patients. Creative solutions have resulted from teamwork and focused thinking in different ways to find fresh answers to lingering problems. The BRPT brings registered technologists together once a year at a symposium for leadership presentations, interactive instructional activities with exam development and item writing and networking with other registered technologists. This year we will again have much to recognize and celebrate in our 31st year of credentialing.

Q: What do you perceive is your biggest challenge for the upcoming year?
A: I think for the sleep technology field in general it will be regulatory issues in states as discussed above.  The BRPT works closely with the American Association of Sleep Medicine (physician membership group) as well as the American Association of Sleep Technologists (tech membership organization) at the state level, participating as needed in providing credentialing information or other testimony in state legislatures.

Q:  What do you envision for the industry and for BRPT in 2010? 
A: It’s a time of tremendous change for Sleep Disorders as it is in a lot of health care areas. We continue to see regulatory requirements advancing in many states, either through mandates for licensure, CMS reimbursement or sleep center accreditation protocols. The BRPT offers a certificate-level credential for the first time in 2010, for technologists new to the field who can demonstrate some basic competencies through testing and limited experience. This time-limited credential will allow more technologists to commit early to a career in the sleep field and complete required continuing education as they work toward the more advanced credential, RPSGT. The BRPT moves both exams to on-demand testing in June, which will allow more frequent testing opportunities and immediate exam results. More online education opportunities will become available for technologists and they are great opportunities for educators to develop more programs partnered with clinical work sites. These programs will benefit international candidates for the exams as well. Sleep studies recorded in a home setting may take on greater importance in an effort to reduce costs and evaluate more people who would not have access otherwise. These can be successfully incorporated into existing sleep centers. Along with the developing recognition of the impact of sleep disorders on everyone from pilots and truck drivers to those with diabetes and heart disease comes the continued growth in Sleep Medicine and the need for more advanced sleep technologists. It’s estimated that between 50-70 million people in the U.S. alone suffer from chronic sleep disorders and intermittent sleep problems affecting their health, daytime alertness and safety.

 Q: Do you plan to stay involved in the organization after your term?  If so, how?
A: I imagine I will continue in the organization in some other capacity outside the board itself, long after my term is over. Currently, the trend has been for the immediate past president to serve as the Exam Development Chairperson for two years, but there are other committee and task force opportunities as well. The BRPT engages in leadership development strategies, so the transition from one president to another flows pretty smoothly.

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 Association Profile

Retail Bakers of America (RBA)

Founded in 1918, the Retail Bakers of America (RBA), a 501c6 not-for-profit trade association of approximately 2,000 retail bakeries, allied suppliers and other members, is committed to the success of the retail baking industry. RBA is a baker’s business partner connecting buyers and sellers—retailers and suppliers, as well as consumers and retailers—to build profitable bakeries. RBA fosters the community of retail bakeries providing a forum for exchange of industry and business information, as well as networking, learning opportunities and mentoring among bakers, future and existing.

Like many associations, the Retail Bakers of America (RBA) is reprioritizing its goals and objectives in the face of shrinking budgets and resources.  Meeting budget, while providing more benefits to its membership, is the major concern facing RBA right now.  As a result, its leaders are looking beyond traditional revenue streams to bolster the organization and provide added-value to its members. Each activity is analyzed and ultimately asked “does it benefit the member?”  If the answer is “no,” RBA does not do it.  The organization’s top priority is its members.

Embracing Technology
Communicating RBA membership benefits to the entire baking industry is how the organization preserves and grows its membership.  In order to do this effectively, RBA has embraced the technology tools available to them.

Of course, providing added value during a down economy can be a challenge.  To get the job done, RBA maximizes technology available at little or no cost.  The association employs electronic communication and social media tools such as Facebook and Twitter to connect with its members and connect members with each other.  Moreover, advertising sales in weekly electronic newsletters becomes a source of revenue for the organization.

Webinars offer another medium to showcase members’ expertise on the hottest topics impacting the industry.  Sponsorship dollars for webinars add another stream of income for RBA.

Another benefit RBA hopes to incorporate is building websites to aid small bakeries in strengthening their businesses.  One thought is to offer static pages at no cost and providing more sophisticated sites at a significant discount.  Establishing a wedding cake directory with photos provides another business platform for small bakeries.

Raising the Bar by Raising the Profile
RBA has embarked on a number of initiatives to elevate its profile- and that of the entire baking industry-- to its members, media and consumers.  One program, the Heritage Tour, captures the local connection of the retail baking industry to the community.  Two, fourth generation bakery boys travelled across the southern US, representing RBA, and visited member and non-member bakeries to raise awareness of the bakery.

 “Your local bakery is your community's connection to the farm, “says Richard Reinwald, CMB, President, RBA.  “RBA wants to raise awareness of where food comes from. Bakers partner with growers to produce fresh wholesome grain based baked goods right in your hometown."

Each stop attracted media attention and the organization issued press releases encouraging media, consumers and the industry to follow the tour virtually on Twitter at @RetailBakers. 

Another high profile venture was during the 2009 American Retail Bakery Exposition (ARBE), the organization’s annual meeting, where RBA members teamed with The Learning Channel’s (TLC) “Cake Boss” to create a life-sized replica of a stock race car.  The delicious model, using nothing but cake, crispy rice treats and fondant weighed about 20,000 lbs. and cost $20,000 in mostly donated materials.  The “Cake Boss” episode featuring the collaborative effort aired in January 2010 on TLC.

RBA at AMG
Being managed by AMG allows association volunteers to embrace its core value—maximizing resources to members.  AMG provides the logistics of running an association smoothly so baking professionals can focus on helping RBA members grow their small businesses.  AMG professionals enable the successful implementation of technology and keep social media tools updated, for example, so volunteers can focus their expertise on guiding the association to a more prosperous future.

And the Future?
RBA leaders predict a changing landscape in the baking industry for the next five years.  The growth in membership will include new bakeries arriving on the scene, creating an entrepreneurial drive that will result in a new model of bakeries.  Traditional bakeries offer conventional baked goods but a new model will challenge the industry to offer a mix of products and unique items for sale.  This may catapult into a broader membership for RBA, where the organization may serve combination bakery, delis, gelato stores, etc.  RBA will remain innovative in its program offerings, ensuring the association appeals to an evolving industry.

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NEW ASSOCIATES

Barbara Dunlavey, CMP, CAE—Executive Director, Society of Maintenance and Reliability Professionals (SMRP)
Barbara has served as SMRP’s Executive Director since January 1.  With 20 years of diverse association management experience, she plans to focus on the growth and advancement of the society.  Her experience includes developing a broad range of member services and programs, launching technology and social media initiatives, developing certification programs, and directing all facets of trade shows, as well as domestic and international programs.

In the short-term, her priority at SMRP includes building relationships with the staff, Board and leadership to form strong, long-term partnerships.  Looking ahead, Barbara plans to place SMRP’s financial strategy and management as a top priority.  She hopes to focus on creating programs and growing non-dues revenue to build reserves for future program investments.  Barbara’s experience in developing partnerships with accreditation bodies, international affiliates, government agencies and competitors alike will benefit SMRP as the organization boosts its reach and impact.

Dr. Paul G. Young—President and CEO, National Afterschool Association (NAA)
Paul became President and CEO of NAA on January 1 after being on its Board of Directors since 2008.  He has worked as a teacher and administrator in Ohio schools for more than 35 years.  He has been active in the Ohio AfterSchool Association, the Ohio AfterSchool Network, and Ohio’s Advisory Team for 21st Century Community Learning Center (21st CCLC) programs.

Paul is the author of Principal Matters: 101 Tips for Creating Collaborative Relationships Between After-school Programs and School Leaders and a columnist for EducationWorld.com (www.educationworld.com). He has a strong passion for association membership development and mentoring a new generation of school principals and after-school program leaders.

Paul holds a Bachelor of Fine Arts (BFA) Degree (Music Education), a Master of Music (MM) (Trombone Performance), and a Doctor of Philosophy (Ph. D.) in Educational Administration from Ohio University, Athens.

Hilarie Hoting-- Director of Development, Student Youth Travel Association (SYTA)/ Student Youth Foundation (SYF)
Hilliarie comes to AMG with a wealth of association experience from the Grocery Manufacturers Association and the Society of Competitive Intelligence Professionals.  Hillarie enjoys the diversity of responsibilities and working with the rest of her team in her current role as Director of Development for SYTA/SYF.

Hilliarie is a graduate of the University of Texas where she received her BS and MS.  In her spare time, she loves to travel, go to the gym, read, kayak, play the drums and cook.

Jennifer Ronayne-- Program Manager, American Ambulance Association (AAA)
Jennifer is a recent graduate of Virginia Tech where she majored in Communications.  Her previous experience includes Marketing and Publicity Assistant at TOIL Foundation, a non-profit organization benefiting the villagers of Mogitu in Tanzania, East Africa.  She also worked at VeriSign, Inc. as a Marketing Intern/Representative.

Jennifer joins AMG as Program Manager for AAA, where she oversees the association’s website, e-communications, the marketing, sale, and distribution of AAA publications and the Ambulance Service Journal, as well as conference registrations and membership renewals.  So far, she has enjoyed working with the helpful staff at AMG.

Jennifer enjoys reading, playing basketball and golf, traveling, watching movies, spending time with family and friends, and shopping.  Here’s something you may be surprised to know about her:  Jennifer really loves scary movies!

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teAMG UPDATE
AMG Team Celebrates the Holiday Season with Giving

The holiday season started off early as it does every year at AMG.  Each year, AMG donates to one local charity during the holiday season.  This year, the charity chosen was American Legion Auxiliary Unit 270, a local organization of active veterans working to give back to the community.  They provide leadership and financial support for community patriotic and youth activities and financial support for veterans’ affairs and rehabilitation. AMG supported their Angels of Mercy program, serving wounded military and their families at Walter Reed Army Medical Center & National Naval Medical Center; provides assistance to combat support hospitals in Zone; and provides clothing and school supplies for Afghan and Iraqi children.  Staff donated to the charity and in exchange wore blue jeans every Friday until the holiday break.  AMG staff raised $880, generously matched by Bruce Wardle, bringing the total contribution to $1,760.  The giving didn’t end with the American Legion.  AMG also held a toy drive for My Neighbors Child.  Staff kindly purchased toys to be distributed to children in our communities that are less fortunate.  So many toys were donated that several trips to the collection site had to be made.  Way to go AMG! 

To celebrate the holiday season, AMG held a holiday luncheon for staff to come together and celebrate.  This year, the festivities were held in the AMG offices and provided fun, great food and good memories.  TeAMG organized hourly raffle drawings that included drawings for Navigation systems, gift cards and the grand prize, a Nintendo Wii.  If you didn’t win during the raffle, there were more opportunities for prizes during our first ever White Elephant Gift Exchange held during the luncheon.  Those that participated in the exchange had a great time, swapping and stealing fun gift items.  The most desired item:  a cheetah-print Snuggie! 

Everyone at AMG had a great time celebrating the winter holidays as well as closing another great year of hard work for our clients.  Thanks to everyone who was able to donate to our local charities and worked so hard to put together all of this year’s festivities. 

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