What if association staffers had to swap lives with their respective memberships?
Posted on : 12-14-2009 | By : Shannon Otto | In : interpersonal relationships, member relations, volunteer relations
Tags: ASAE, association management, big ideas, community, engagement, MemberClicks, what if
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Continuing with Acronym’s “Big Ideas” theme…
Would you still think members complain too much or would their complaints seem more valid if you had to walk in their shoes?
This question stuck out to me for a few reasons. When I first began learning about associations, I — for some reason — thought association staffers had previously worked in their memberships’ fields, or had some sort of interest in the industry. I didn’t realize there was an industry comprised of “association staffers.”
It makes sense, though. Someone has to plan the events, do the administrative work and take care of all the behind-the-scenes things required to make an association run smoothly.
So what if you had to work as an engineer, or a photographer, or an accountant? What if you belonged to your association and you just wanted to be able to take advantage of the great things it had to offer and meet other professionals in your field? Wouldn’t members’ “complaints” (requests) seem a little more valid?
Let’s even take it a step further and imagine if members had to work in their association for a few weeks, too. I think everyone would appreciate his or her own job, and also gain a lot of perspective.
Imagine how improved communication and understanding between staffers and members could be. (Sure, communication still might be not be perfect, but it would improve a little at least. Right?)
I think this idea is a great one, despite how unfeasible it is. It reminds me a bit of Maggie McGary’s post on association staffers working at another association. It just makes sense that staffers who support their members’ common interests should be aware of their perspectives. I’m sure some association staffers belong to other organizations, but I think to truly understand where their members are coming from, staffers should walk a mile in their shoes (so to speak).
This also goes along a little bit with Elizabeth Engel’s post about staffers cold-calling members just to connect and listen. She wrote about connection, community and a new source of ideas — and I think her idea is great, and obviously a lot more feasible than actually swapping lives.
Maybe this is all a little idealistic of me (improved communication! more perspective!), but in all seriousness, I think we too often get caught up in how our own jobs are so difficult, not thinking how our roles play into the big picture.
Do you think your members would appreciate the hard work staffers do if they had to do it themselves? Would you have a better understanding of your members’ wants and needs if you had to work in their industries?
I can’t imagine associations creating dynamic, compelling experiences for members if they don’t understand what it means to be a member.
You need that understanding to write compelling copy, to plan must-attend events and to create the right offer for potential members.
We don’t need all staff to take on member jobs for the days – but all staff needs to be at least trained to understand what their members experience as much as it is relevant to the success of their duties in the association.
I think members would definitely be surprised and impressed if they had to do association staff’s jobs. Best case scenario, we are doing our jobs so well that we make it seem effortless and they would see that, in fact, a lot of hard work and dedication goes into keeping an association running!
I had the pleasure of working with The American Institute of Architects a couple of years ago and they do a great job of this. Many of the staff are required to do member visits and spend a day in the field with the architects. They walk in their shoes and see firsthand the business and passion that the members bring to the profession.
In my own take on that initiative, I took the opportunity to attend their annual conference for one day and experience it as a member.
No meetings or sales booth to work. No press visits. Nada. Just sit in a few sessions and watch and listen. Walk the halls listening to conversations and meeting members.
Lesson learned was that when you step back from the day to day and engage with the members you connect and understand their world which means we can serve better.
Thanks for your comments, everyone!
@Cynthia: “All staff needs to be at least trained to understand what their members experience as much as it is relevant to the success of their duties in the association” – so true! It’s crucial to understand how your role fits into the member experience.
@Maggie: I’m sure it would be an eye-opening experience if members had to work at their association. Everyone’s jobs are connected and if you only see one piece of the puzzle, the picture is incomplete!
@Ray: I’m glad to hear AIA does a great job of this, and kudos to you for attending a conference as a member. I’m sure it was a great, informative experience (much less stressful?!) and fun to connect with members.
First, thanks for the shout-out.
Second, that was how I got my first association job: I was a trained political scientist, and they figured even if I didn’t know squat about associations (which I didn’t), I’d at least understand where the members were coming from.
NACHRI also does a good job of getting a lot of our staff out to our member hospitals. We even did our staff retreat this year at one of our member hospitals (and spent part of the day doing service projects for them).
I think it is SO important to at least try to understand the world your members are living in.
Great post (as always)! Ray’s example makes me happy…I love the idea that there are already some associations taking this idea seriously. It is so important to connect to members on a human level and strive to connect with them. I have worked with people who did not view this connection as part of their job and who would disappear as soon as they could, away from the members. What a sorry mistake! Thanks for this post and for continuing to highlight these great ideas!
@Elizabeth: Thanks for commenting! That’s so cool that your retreat was at a member hospital. I’m glad there are some associations out there making an effort to show their staffers where their members are coming from.
@KiKi: :blushing: Honestly, I’d love the opportunity to work at an association for a few days (which would be my own equivalent of this swap). It would help me better understand the industry we serve, which is so important. (Not to beat a dead horse…) Anyone who believes the staffer/member connection isn’t part of their job is, unfortunately, mistaken.