THE title of this column may be a little bit confusing because, obviously, the word “success” does not start with the letter “u.” The “u” here is a casual abbreviation of “you” which, in this age of text touch typing, is accepted as part of social media lingo.
I also used “u” as a symbolic reference to 2021 since “u” is the 21st letter of the modern English alphabet. So the alternative title of this article is really the much-clichéd phrase, “Success Starts with You.”
The “you” I am referring to here is the association as an organization and, in particular, the association executive—i.e., secretary general, executive director, or CEO—who manages the day-to-day operation of an association.
Armed with the lessons I have learned as secretary general of an international association during this time of many uncertainties due to the still ongoing pandemic, I have reflected upon the following “u’s,” which could be a guide for a successful administration of an association:
Universality of purpose—I have written about the essentiality of purpose to drive success for an association. Remarkable associations, based on a multi-year research of the American Society of Association Executives (Asae) entitled “7 Measures of Success,” align their member services with their purpose. After all, an association is formed by a group of individuals or organizations to fulfil a purpose.
Uniqueness of value—An association will stand out from other organizations and hence become successful because of the unique value proposition it provides to its members which revolves around learning and knowledge sharing, advocacy, and sense of community.
Unity of the community—The same ASAE study amplified that an association that focuses on its members’ interests and facilitates these experiences will attract more members – a manifestation that an association is a community of members, for members, and by members.
Urgency of action—As experienced during the pandemic, associations quick to act to the call of the time became more resilient and relevant to their members. Whether disseminating needed information on what’s going on, helping members solve their problems, or embracing technology to continue to engage with them and adapting to the “new normal,” these associations came out stronger and more sustainable.
Unrelenting pursuit for resources—Associations need all the resources they need, e.g., people, technology and money, to continue to serve their members despite all odds during the crisis. Not only did they become creative in harnessing these resources, they also tweaked these to balance their members’ and their association’s interests.
The traditional way of doing things for an association has changed completely and will never be the same again because of the pandemic. Learning from this experience, associations that have survived this crisis can only look back with lessons they have learned and move forward to improve. At the very least, thinking profoundly on the essence of the above “5 u’s” may make a difference in your association.
The column contributor, Octavio ‘Bobby’ Peralta, is concurrently the secretary-general of the Association of Development Financing Institutions in Asia and the Pacific, Founder & CEO of the Philippine Council of Associations and Association Executives and President of the Asia-Pacific Federation of Association Organizations. The purpose of PCAAE—the “association of associations”—is to advance the association management profession and to make associations well-governed and sustainable. PCAAE enjoys the support of Adfiap, the Tourism Promotions Board, and the Philippine International Convention Center. E-mail: obp@adfiap.org
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