BUILDING BLOCKS OF SUCCESSFUL COMPONENTSTREVOR S. MITCHELL, CAE
OVERVIEW
Foundation of Successful Components Evolution of Metrics Maturity Model What do we do?
FOUNDATION OF SUCCESSFUL COMPONENTS
Extension of larger organization Focused on specific area Working with members and leader
CORE AREAS
Governance Membership Meetings Education Network/Community Communication
COMPARISON
Similar Common Purpose Education General Structure and Operations
Differences Legal entity Focus – industry, subject, geography, etc. Member needs/demands
ROLE OF COMPONENT AND LEAD ASSOCIATION
Focus on partnership Defined levels of service
What Component Provides What Lead Association Provides
Ongoing relationship development
MEASUREMENT OF SUCCESSFUL COMPONENTS
Members are satisfied and needs are being met Strong governance practices Solid financial situation Positive working relationship
DISCUSSION
EVOLUTION OF METRICS
WHY HAVE METRICS
Measure from one point to the other. Identify successes and opportunities for growth Create focus
VARIOUS LEVELS
Financial Performance Understanding Customers Marketing Efforts Operational Performance Employee Performance Environmental and Social Sustainability Performance
The 75 KPIs Every Manager Needs to Know
SIMPLIFIED TO COMPLEX
Member Growth Member Retention Meeting Attendance Satisfaction Survey
Member Lifetime Value Member Engagement Percentage of events Members Attend
WHAT TO MEASURE?
SHARE WHAT WE’VE DONE
Organizational Goals Overall Revenue Growth IG Leadership and Market Credibility IG Market Penetration Customer Growth/Value Operational Efficiency
Component Goals Quality Education and Experiences at all
levels of the association Unified branding at all levels of the
association Assistance in streamline governance and
operational actions for volunteers
DISCUSSION
MATURITY MODEL
SUCCESS IS DIFFERENT FOR EVERYONE
WHAT’S RIGHT FOR YOU?
Level 1 Level 2 Level 3 Level 4Track meeting attendance to get an idea of trends
Track meeting attendees by member vs. non-member to identify trends
Track meeting attendees by number of times they attend a meeting during the coarse of the year and new prospects added.
Track meeting attendees by promotional offer to see impact of attending along with variance of meeting attendance per individual.
Meeting Measurement Example
No level is better than the other, you do what’s
right for you!
DISCUSSION
WHAT DO WE DO WITH THIS?
NEXT STEPS
Identify what would make your chapter successful. Look at the Success Metrics for ISA Where to start
USE INFORMATION
Start off simple Identify the data you have and what you would need Make this simple to not spend hours on the numbers
PLANNING/STRATEGY
Map your success measurements to your strategy Identify gaps that need to be addressed. Identify items that need to be removed as they are not a focus.
MOVING THINGS FORWARD
Remember this is going to take time to implement. It will get easier as you go along. Keep open conversations going.
DISCUSSION
WRAP UP
Foundation of Successful Components Evolution of Metrics Maturity Model What do we do?
QUESTIONS
CONTACT INFO
Trevor Mitchell, CAEExecutive Director of Membership & TechnologyARMA International
@trevm22
www.trevormitchellcae.com
www.linkedin.com/in/trevorsmitchell/
THANK YOU
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