What’s In Your Wallet?
By Kate Moore, Executive Director, MGCOA
Many experts agree that associations are facing a crisis in member confidence and support. The struggling economy, rising unemployment, and the increased competition for members’ time and dollars are all robbing associations of membership renewals and dues revenue. And instant access to information on the Internet may make members question why they need an association to stay current in their industry and/or profession. Well, 350 members can’t be wrong. In 2006 the MGCOA provided educational programs, suppliers field day, a Golden Passbook to Michigan Golf, a Michigan golf league championship, the Tee-Off Times newsletter, sat on National Golf Course Owners Association task force on chapter relations, had vendor programs, political action and government affairs day, engaged is environmental stewardship, encouraged and developed corporate partnerships, helped create a new strategic plan for tourism for the state of Michigan with Michigan State University and the Travel and Tourism Coalition of Michigan. These are some of the day to day programs and projects the MGCOA is currently involved in.
While the current social and economic changes confronting associations are sobering, experts agree that a competent association staff and a strong board can provide the leadership that’s needed to adapt to change and succeed in today’s tougher economic environment. Where would the state of the industry in Michigan be without the MGCOA? How would your wallet be affected if the MGCOA was not present at the Capital, speaking on behalf of the industry?
We understand the realities of the current economic and social environment. And that reality is members are looking for benefits from their associations that add value to their businesses, not merely a basket of products and services.
We have to have outcomes-based planning, we have to be relentless when it comes to ways our organization can provide value to you, our members. We understand the difference between features of the organization and benefits to the member, and we know that value is only provided through benefits that enhance your business.
Good plans always include measurements of how the benefits provided will improve the members business. This year, the MGCOA will provide each golf course with a small gift. You will receive a 2007 wall calendar. Now you might be thinking, don’t they have anything better to do than put together a calendar of Michigan golf courses when there are kiosks of calendars for sale in every mall in every community, everywhere? This calendar is different. It is a measurement; a tool to remind our members each month of what we are up to. It’s not just a list of activities, although this is important information. It demonstrates the tangible benefit of membership in the MGCOA, right down to the cash in your wallet saved by legislative interventions or group purchasing.
An association’s survival depends on maintaining and increasing revenue and volunteer levels. Yet, members are in control of the situation by choosing which association will be the recipient of their time and dollar investments.
Do we offer the best value for your investment? Associations are organized for all types of purposes, but there are some recurring benefits that typically are provided to their members, including:
• Education/professional development
• Information and research
• Standards, codes of ethics, certification
• A forum to discuss common problems and solutions
• Opportunities to further a specific mission
• Providing a community of interest.
As I round the bend on my eighth year with the MGCOA, I can’t help but reflect on the strength of the industry and the awareness we have created of the need for a stronger, more equitable business climate in our state. The staff of the MGCOA will further this mission and work hard to meet your expectation, as rightfully you should have them.
Note: If you have not received your 2007 MGCOA Membership Pays Calendar, please contact the office and we will gladly provide one. |
