Maintaining A Balance A. Managing the Business Operation B. Managing the Image and Perception of the Business

 American Medical Association  Parent-Teacher Association  Masonic Service Association  Independent Computer Consultant Assoc

 American Medical Association ◦ 1960 – 1.5 million / 2013 – 228,000  Parent-Teacher Association ◦ 1960 – 12 million / 2013 – 2 million  Masonic Service Association ◦ 1954 – 4 million / 2013 – 1.5 million  Independent Computer Consultant Assoc ◦ 2001 – 2,000 / Discontinued

 Changes in technology  Changes in customer needs and values  Shrinking revenue sources  Changes in legislation and regulation  Increased competition  Impact of catastrophic event

 Bridge the technology gap and build a framework for the future  Rigorously define the member market  Investigate and actively pursue alternative revenue sources  Evaluate member benefits annually  Develop scenarios for disaster recovery

 Providing exceptional member benefits  Increase in association membership  Increase in annual conference attendance  Increase in volunteer participation  Increase in strategic partnerships  Competing with alternative service offerings

14 Marketing / Communication Strategy Increase Recognition Increase New Members Increase Conference Attendance Increase Political Clout Increase Donor Contributions * Potential Impact of successful strategy