Professional and civic organizations play a pivotal role in society, with different objectives and visions across numerous sectors. If you’re considering establishing such an organization to make a significant contribution, this in-depth, step-by-step guide is perfect for you! It’s specifically designed to assist individuals who are eager to learn how to establish an association in the United States.
Exploring the Concept of an Association
At its core, an association is an organized ensemble of individuals who unite based on a shared cause or objective. Associations serve as lively centers for networking and partnerships, besides being conduits for the dissemination of knowledge among their members.
Associations often fall under the umbrella of nonprofit organizations, thus making them eligible for tax exemption status under U.S. law.
The operational model of nonprofits, including associations, is distinctive in its approach to profit management. The revenues generated from various sources such as goods, services, sponsorships, or donations are reinvested into the organization itself. This reinvestment aids in furthering the cause and mission of the association. On the other hand, for-profit entities follow a different approach where the profits are distributed among the shareholders and investors of the organization.
Decoding the Success Recipe for Your Association
Studies reveal that almost 50% of nonprofit organizations are destined to struggle. When you find yourself grappling with scarce resources and escalating stress a year into the establishment of your association, what will be your driving force to persevere?
It is revealed that, despite challenging beginnings, the majority of thriving associations attribute their success to one dominant factor. This driving factor is a compelling sense of purpose to fill a void within a community of people sharing common interests like:
- Advocating for better working conditions;
- Establishing resources for career advancement;
- Providing a networking platform for professionals in a particular industry;
- And the list continues…
With a distinct understanding of an unfulfilled need in a community coupled with a burning desire to address it, your association’s survival odds increase significantly.
Crucial Questions to Ponder Before Launching an Association
If you require assistance in assessing your association’s potential for success, consider these three crucial questions:
- Does Your Association Address a Community’s Needs?: You can facilitate the process of garnering support, securing grants, and procuring donations if robust data supports your idea. For instance, if you want to establish a Chiropractic Association, it would be advantageous to have an approximate count of chiropractors in the region you aim to serve. Resources such as the Chamber of Commerce Directory can assist you in researching the number of practices in your city or State;
- Are Existing Associations Already Catering to the Same Need?: Even if your association is focusing on a very specific need or geography, it’s possible that another association is already serving that community. In such a scenario, it’s important to conduct surveys or interviews with the potential members of your association to ascertain if they’re already part of an existing larger association. It might also be beneficial to join a larger association to understand how they’re addressing your identified niche and what your association can do better;
- Who are Your Potential Members or Supporters?: Attracting members swiftly is paramount for the initial success of your association. Having a clear understanding of who your target audience is can facilitate your efforts in finding supporters, members, and creating resources that match their interests. The United States Census Bureau can be an invaluable tool for researching demographic information.
These questions not only help reinforce your association’s purpose but can also highlight new needs that aren’t currently being addressed by your target community. They guide you in formulating your association’s vision and mission.
Building a Strong Foundation for Your Association: A Comprehensive Guide
Starting an association without a well-laid plan is like venturing into an unfamiliar territory without a map. A detailed business plan can serve as the guiding compass, ensuring your association navigates efficiently through the uncertainties and potential challenges.
Proactive planning measures invariably receive commendation from Benjamin Franklin’s timeless maxim – “An ounce of prevention is worth a pound of cure.” Keeping this in mind, having an association business plan can be the key to your success.
To create a robust business plan, consider the following crucial elements:
Executive Summary
Craft a compelling summary encapsulating your entire business plan. Like an elevator pitch, this snippet can pique the interest of potential sponsors, members, and investors. It is often the determining factor in their decision to support your association.
Services Offered
This section should elucidate the benefits and services your association offers. Apart from memberships and events, detailing additional merchandising methods for extra revenue could be beneficial. The American Heart Association, for instance, sells cookbooks, apparel, mugs, and pins to raise funds.
Market Analysis
Market analysis provides a clear picture of the potential consumer base for your association and an estimate of their spending capabilities. This section should also account for existing competitors and a SWOT Analysis (Strengths, Weaknesses, Opportunities, Threats) that outlines your organization’s potential paths to success.
Marketing Strategy
An effective marketing plan demystifies how you plan to draw members to your association. Three vital aspects include:
- Identifying your target audience;
- Determining how to reach your target audience;
- Outlining the marketing campaigns and promotional activities.
Incorporating successful strategies from other associations can be highly beneficial. The Marketing General’s Membership Marketing Benchmarking Report lists various effective techniques.
Operational Blueprint
This segment answers operational logistics, such as location, necessary supplies and equipment, service delivery, and volunteer or staff requirements.
Organizational Hierarchy
Detail the composition of your team, their roles, and the organizational structure. Tools like Organimi can help simplify the process.
Financial Projections
Financial planning is a critical section that potential investors look at before deciding their level of support. Detailed financial projections, cash flow estimations, and budgeting can also aid your efforts to secure grants and loans.
Revenue Model
Understanding and formulating a potential revenue model can be quite challenging. The majority of associations generate their primary revenue through membership fees. It’s essential to identify what value or services your members are willing to pay for.
Studies reveal two primary reasons why people join associations:
- Networking opportunities within the field;
- Continuing education and professional certifications.
In addition to membership dues, most associations rely on secondary income sources or non-dues revenue. These can be various, depending on your association’s offerings.
The Indispensable Role of a Membership Manager in an Association
While a voluntary Board can significantly contribute to your association’s operations, they may have other full-time commitments, limiting their time investment in the association. As such, one of the first essential paid roles that most nascent associations need to kickstart their activities is that of a Membership Manager.
The responsibilities of a Membership Manager expand beyond routine administrative tasks. They also immerse themselves in strategic functions such as promoting the organization, orchestrating events, and designing services.
Often, this individual becomes the organization’s ambassador due to their frequent interactions with the association’s members. If your association is on the lookout for a Membership Manager, the following list of responsibilities and skills could guide you in selecting an ideal candidate. Understandably, the list is comprehensive, as this role usually encompasses various duties within the organization:
- Oversee and update the association’s website;
- Conceptualize and coordinate events;
- Design and implement marketing campaigns;
- Identify and apply for grants;
- Plan and conduct fundraising activities;
- Organize volunteers;
- Administer the association’s social media handles;
- Collect and process member dues, event fees, and other revenues;
- Update and maintain the member contact database;
- Engage with members and manage the monthly newsletter;
- Cultivate relationships with prospective, new, and existing members;
- Plan and execute member retention strategies.
The ideal candidate would possess:
- A firm grasp of print and digital marketing concepts;
- Robust communication, organizational, and project management skills;
- Experience in administration, budgeting and finance, and relationship management.
If immediate hiring isn’t feasible, consider exploring an association management company’s services for assistance.
The aforementioned duties underline the demanding nature of a Membership Manager’s role. Many Membership Managers find themselves immersed in an ongoing slew of administrative tasks, leaving them with limited time to focus on member growth and value creation for the association.
This exact challenge led to the creation of WildApricot’s membership management software over a decade ago. We recognized the struggle of many Membership Managers to keep pace with the administrative duties necessary to manage their organizations.
Conclusion
Efficaciously establishing an association is a multi-layered endeavor, with many elements interwoven in its fabric. A compelling vision and mission, vast networking potential, useful resources, and excellent leadership form the basis of a successful association. Armed with a thorough business plan, your association can navigate the pathway to success, addressing challenges head-on, and making impactful strides in your chosen field. Remember, every successful journey begins with a single step – and your business plan is that crucial first stride. Event promotion emails are just one tool in your arsenal for achieving your association’s goals, but when used effectively, they can significantly boost your organization’s reach and impact.