PROFESSIONAL association governance and management practice is still in its infancy stage in the Philippines. I can say this because of my work at the Philippine Council of Associations and Association Executives (PCAAE), the “association of associations,” which marked its fifth anniversary on November 20.
We found out that most associations here are governed and managed at the same time by volunteers, with a few exceptions where there is a volunteer-led board and a salaried management team (also called secretariat) led by a chief executive (also known as secretary general or executive director) much like in a business organization.
This is precisely the purpose of PCAAE: to advance the association management profession and make associations well-governed and sustainable. But have you heard about association management companies or AMCs?
An AMC, according to Wikipedia, provides management and specialized administrative services to non-profit trade associations (members are organizations) and professional societies (members are individuals), using a for-profit approach. Many AMCs also serve as an association’s headquarters, managing day-to-day operations, and becoming the public face of the association.
According to the American Society of Association Executives (ASAE), for more than 110 years, the association management industry has continuously grown to more than 600 service providers worldwide that work with associations representing over 3 million members. AMCs provide associations with management capabilities, quick responsiveness and flexibility. If your association becomes short-staffed or doesn’t have the financial resources to afford the powerful back-end technology needed to keep your web site, membership database, complex benefit programs, career center and continuing education certification programs humming along, an AMC can be your ticket to accomplishing these
daunting tasks.
The Virginia, US-based AMC Institute, which represents 180 AMCs globally, outlines two primary models for working with AMCs: (1) full service and (2) outsourced services. Under a full-service model, the AMC handles delivery of turnkey management for all operating disciplines (ranging from membership, marketing, and policy development to legal and risk management) and daily operations (including staffing, office space, equipment, contracts, technologies and member services).
Within the outsourced services model, an AMC delivers extra support in one or more areas of operations, including: membership services; strategic planning; meetings, conventions, expositions and trade shows; financial management and administration; legal counsel; education and certification; public relations and marketing; Web communications and social media; public policy and lobbying; publications; research; and international services. Regardless of needs, an AMC can streamline management capabilities, which enable an association to focus its energy in pertinent aspects, while handling lingering operational obligations.
As association governance and management practice matures here, there is a reason for AMCs to be set up and to operate. When this happens, PCAAE, with its experience, expertise and network in the field, will be there to provide its talent and knowledge resources.
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The column contributor, Octavio “Bobby” Peralta, is concurrently the secretary-general of the Association of Development Financing Institutions in Asia and the Pacific (Adfiap) and CEO and founder of the Philippine Council of Associations and Association Executives. PCAAE is holding its Sixth Associations Summit on November 23 and 24 at the Subic Bay Exhibition and Convention Center (SBECC).
The event is hosted by the Subic Bay Metropolitan Authority (SBMA) and supported by the Tourism Promotions Board (TPB). PCAAE enjoys the support of ADFIAP, TPB and the Philippine International Convention Center.
E-mail obp@adfiap.org