Rowing the Same Direction: How ACG Has Aligned Global & Chapters

Rowing the Same Direction: How ACG Has Aligned

Global & ChaptersGuest Speaker, Gary LaBranche, CEO, Association for Corporate Growth

Hosted by Kyle Bazzy, Director of Growth, Billhighway

January 5th, 2017

Learning Objectives01 Summarize Challenges

Summarize the challenges faced by ACG 8-10 years ago and how those challenges impacted relationships with chapters

02 Identify Key ResourcesIdentify the key resources and services essential to ACG’s successful transformation of relationships with chapters

03 List Key TechnologyList the key technologies that supported this transformation

04 Describe Capacity BuildingDescribe how ACG facilitated capacity building

05 Outline Next StepsOutline critical steps toward better strategic alignment

Gary LaBranche, FASAE, CAE• President & CEO, Association for Corporate Growth since 9/1/08• 36-year association management career• Served on all 4 of ASAE’s governing boards• ASAE 2007 Key Award honoree• Association TRENDS 2012 Association Executive of the Year• Members of Association Committee of 100 – US Chamber

Why We’re Qualified

Kyle Bazzy • Director of Growth, Billhighway• Proud Detroiter

“A chapter in isolation is much less likely to appreciate the value of being part of the system.”

Why do you feel your chapters aren’t aligned?Is this something you’re looking to solve in 2017?What have you done up

to this point?

Rapid, sustained growth drove demand for services & resources

• Operational, clubby Global board • Ineffective Global management & systems• Federated system of chapters; no agreed

upon mission• Weak strategic alignment & mission statement

Challenges

Poor personal relationships, distrust and unmet promises created a difficult situation

Common Web Platform

• Master Global platform = $1M investment

• Semi-customize chapter web site with consistent look & feel

• Cohesive branding

• Access to searchable membership directory

• Access to master events calendar & registration system

• Global manages and owns all URLs

• First launched Feb 2009; new platform 1Q2017 = $1M

I. Technology Infrastructure

$1M investment

AMS (Abila NetForum)

• Replaced earlier system in 2013 = $1M investment

• Provide common database across chapters

• Greater ability to collect and analyze data

• Provide valuable insight on member behavior, engagement and spending


Processing Infrastructure

• Mandatory dues processing with rapid rebate back to the chapters

• Consistency in renewal communications

• Optional event processing for chapter events

• 100% return of those fees to chapters

• Separate accounting


Email Support for Chapter Staff (130+)• Email marketing system• Email system

Have a question? Enter your question in the chat

100%fee returnsto chapters

Strategic Planning & Consultative Services for Chapters

• No cost to chapters

II. Capacity Building

Chapter-developed plan and list of goals

Connection to ideas, innovation, trends, etc.

Greater appreciation for Global resources

Chapter Benefits:

Insight into chapter and member needs, challenges, ideas

Reduces isolation; expands knowledge and community

Shapes alignment over time

Global Benefits:

II. Capacity BuildingProfessional Development Fund

• Supports and encourages chapter staff education, professional development, etc. ($750 annually)

• Global matches chapter investments towards professional development

Payroll & HR Services• Through Insperity – chapters pay

100% of cost• Any chapter can leverage• Attract & retain high quality chapter

talent• Attractive, hard to replace easily =

“stickiness”

II. Capacity BuildingMonthly Calls with Chapter Executives & Quarterly Calls with Chapter Boards

• Knowledge & experience share

• “Best practices”

• Expands connection between people and ideas throughout ACG

• Reduces chapter isolation


III. Global & Chapter AlignmentAdoption of a Strategic Plan Informed by Member Needs Assessment & Enabled by Participation by Chapter Leaders

• Independent research of members, leaders, etc.

• Outside plan facilitator

• Input from chapter leaders and staff

• Updated every 3 years; drives annual planning and budgeting

Adoption of a Simple, Unifying Mission Statement

• “Driving Middle-Market Growth”

Middle Market Growth Communication Suite

• Middle Market Growth magazine – quarterly mailed in 2017

• Middlemarketgrowth.org – frequent new articles, updates

• MMG Daily and weekly e-newsletters

• “MMG Conversations” webinars

• Celebrate ACG and it’s chapters and members

III. Global & Chapter AlignmentChapter Affiliation Agreement & Chapter Standards

• Legal agreement, licensing of trademarks to each chapter

• Details rights and responsibilities for both chapters and Global

• Standards sets minimum requirements for chapters

III. Global & Chapter AlignmentPublic Policy Involvement

• Connect members with a greater cause

• Work as a community to benefit the industry

• Raises profile and importance of ACG

• Attracts media interest on serious issues

• GrowthEconomy.org provides powerful state and local data

• Important role for chapters at local level

Global Board & Global Staff Development

• Transformed into a true policy and strategy board with built-in chapter representation, term-limits and turnover.

• Recruited, developed and sustained a professional staff supported with a state-of-the art office and infrastructure.


Conclusion