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Aug 04 2017

Strategically Evaluating Your Association’s Global Readiness and Effectiveness

ASAE Education Session on Monday, August 14, from 2:00 PM – 3:30 PM.

Join Greta Kotler of ASAE and Nikki Walker of MCI Group for the unveiling of an exciting new global management diagnostic tool that associations will be able to use to improve strategy and operational planning.  

International expansion is an increasingly important issue to associations, the needs of members for their associations to help them embrace globalization, and opportunities to reach new markets and revenue sources outside the U.S.   International success requires global maturity in strategy and operational execution to expand and thrive.

To address this reality, ASAE Foundation and MCI, along with technical support from Rockbridge Associates, developed a scientific Global Maturity Assessment Tool that associations can use to assess their own level of maturity, diagnose areas for improvement, and in the process, garner insights on how to succeed when deploying in international markets.

This effort builds on earlier data gathered by the Foundation and MCI, and relies on a robust survey of 90 senior leaders from associations in various stages of international growth.

One outcome of this effort is the assessment tool, available to ASAE members, that includes a comprehensive list of 47 attributes on which leaders can rate their associations.  These attributes are found from seven critical areas of focus:

  • Strategic and Business Planning

  • Management and Organizational Culture

  • Leadership Engagement

  • Market Insight

  • Product Relevance: Value Proposition and Engagement Model

  • Global Organization, Roles and Support

  • Local Operations and Service Delivery Capacity

Another outcome consists of the findings of the benchmark survey, which tells a story about the state of U.S. associations in their international efforts.

  • The average level of association global maturity is 44 out of 100, which equates to being in the early stage of Developing/Functional.  As shown in the figure above, slightly more than a fourth (27%) of associations are Fully Mature/Effective and another quarter (24%) are Developing/Functional.  Only 14 percent are classified as having “No Readiness,” indicating they are at the onset of international expansion or have failed to take the steps necessary to succeed.

  • The maturity level matters because it correlates closely with other measures of success.  More mature associations (based on the assessment questions in the survey) have:  more satisfied international members/customers, higher satisfaction among leadership with their success in operating/entering international markets, growth rates that are more likely to meet or exceed expectations, and fewer problems.

Learn behaviors and processes that lead to global success and advance association goals, and gain access and insights into the self-diagnostic tool that rates overall global maturity and shows areas for improvement.

Work with colleagues in an interactive exercise to generate fresh thinking toward improving global strategy and operational planning.

This is a project from the continuing Global Management Series by the ASAE Foundation and MCI Group dedicated to helping associations grow globally and operate effectively outside of the U.S.

Receive information on the Global Maturity Assessment by stopping by the MCI booth #724 during the Toronto convention.  

 

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