Securing the Future—Spring 2009

• From the Editors
  
  In this period of economic downturn, associations are assessing their core value and making changes that will emphasize and secure that core value for the future.
  
• Conquering the Digital Divide
  By: Susan E. Fox, CAE
  Since the birth of the video game, children’s brains have grown to process information in very different ways from earlier generations. Now these members of the “gaming generation” are the youngest part of the workforce. Associations that understand how to put these new minds to work will reap great benefits, while others very well might see the dreaded “Game Over.”
  
• Shared Responsibility: Collective Action for a Sustainable Future
  By: Ann Oliveri
  The corporate citizenship movement and the research underpinning it offer many opportunities to associations unafraid to step up and lead. Ann Oliveri offers an in-depth look at a framework for understanding how corporate citizenship practices apply to associations—and what it can mean for your organization.
  
• A Roadmap to Accountability for Associations
  By: Rachel Barlow
  Associations are beginning to take a larger role in this turbulent economy, making accountability more of a necessity now than ever before. But this greater level of accountability also reaps benefits for organizations, such as increased member engagement and higher renewal rates.
  
• What’s Wrong with Executive Succession in Membership Associations?
  By: Katherine Mandusic Finley, CFRE
  Transitioning to a new CEO should not be taken lightly. However, it oftentimes is, and the consequences can be dire. Here’s a closer look at suggested best practices—and what’s actually happening.
  
• Making the Decision to Join and Volunteer
  By: Clare Inzeo
  You may think that the reasons that go into deciding to join an association may differ from the reasons that go into volunteering for one. But a comparison of two recent ASAE & The Center surveys shows this isn’t the case—and what it may mean for your member and volunteer recruitment tactics.
  
• Don't Underestimate the Expected Tenure and Value of a Member
  By: Richard J. Harris and John C. Culbertson
  Some members come and go, and some stay for decades. How can you find an average expected tenure for your members? Relying on the tenure of current members or of past lapsed members will leave you with a flawed estimate. Here’s a new formula that will give you a more accurate calculation of a member’s expected tenure.