New Publication Suggests Ways to Deal with Today’s Challenging Marketplace

What does it take for associations to prosper in today’s challenging marketplace? What will tomorrow bring? How should associations prepare for a rapidly changing environment? These and other questions are addressed in a new book, Race for Relevance: 5 Radical Changes for Associations, available from ASAE’s publishing arm, Association Management Press. The new feature provides a bold, no-nonsense look at the realities of today’s marketplace and what it will take for associations to prosper tomorrow.

WASHINGTON—What does it take for associations to prosper in today’s challenging marketplace? What will tomorrow bring? How should associations prepare for a rapidly changing environment? These and other questions are addressed in a new book, Race for Relevance: 5 Radical Changes for Associations, available from ASAE’s publishing arm, Association Management Press. The new feature provides a bold, no-nonsense look at the realities of today’s marketplace and what it will take for associations to prosper tomorrow.

Increased competition, shrinking revenue sources, technology, higher member expectations and changing markets are all significant and permanent changes challenging a structure that has gone virtually unchanged for more than 100 years. And most organizations solider on—they govern and communicate the same way and deliver the same services. Ways of doing things and professional development ideas are passed down through the generations without much challenge or innovative thinking, says the book. Our old model continues to chug along … but for how much longer?

The five key areas of change highlighted in Race for Relevance are:

  • Overhaul the governance model and committee operations (and get the right people focused on the right things).
  • Empower the CEO and leverage staff expertise.
  • Zero in on your member market.
  • Rationalize programs and services--and focus where you can have an effect.
  • Get the supporting technology framework right. 

With more than 1,400 copies sold in the past four weeks, Race for Relevance is on its way to becoming one of ASAE’s bestsellers.

Written by Harrison Coerver and Mary Byers, CAE, Race for Relevance is about fundamental changes to the way associations should operate moving forward. It includes worksheets, case studies and thought-provoking questions designed to be used by both seasoned professionals and tomorrow’s leaders.

“Race for Relevance is about why radical change is an imperative for associations, what specific changes are necessary, and provides clear guidance for how to make those changes,” said Coerver.
Coerver is president of Harrison Coerver & Associates, a management consulting firm specializing in strategy and planning for trade associations, professional societies and other tax-exempt organizations. Byers formerly an association executive, is now a consultant and professional speaker who helps groups gain clarity and focus through leadership conference training and facilitating strategic planning retreats.

“We’ve seen the book used as a catalyst for initiating substantive conversations among association leadership teams that often leads to meaningful change,” says Byers.

Race for Relevance will make a great planning tool, and provide thoughtful and practical approaches to help leading associations and nonprofits.

Race for Relevance is available for $21.95 to ASAE members and $26.95 to nonmembers. For more information, and to purchase your copy, visit www.asaecenter.org/publications.

ASAE will hold “The Race For Relevance: Change is the Winning Formula” event, April 14, to discuss different approaches and methods to effective future-focused association and nonprofit management.

Facilitated by Mark Golden, CAE, CEO of the National Court Reporters Association, attendees will hear the authors of Race for Relevance discuss five radical changes that will energize and reposition your association for better performance as well as case studies that cut across the spectrum of associations and bring theory to life, making it that much easier for change to happen.

More information about the event is available here.

MEDIA CONTACT: Jakub M. Konysz, 202-626-2831, [email protected]

About ASAE
ASAE is a membership organization of more than 22,000 association executives and industry partners representing more than 11,000 organizations. Its members manage leading trade associations, individual membership societies and voluntary organizations across the United States and in nearly 50 countries around the world. With support of the ASAE Foundation, a separate nonprofit entity, ASAE is the premier source of learning, knowledge and future-oriented research for the association and nonprofit profession, and provides resources, education, ideas and advocacy to enhance the power and performance of the association and nonprofit community. For more information about ASAE, visit www.asaecenter.org.

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