Running
an effective representational body for an industry or profession is often an uncomfortable
job, which calls for a high degree of patience, diplomacy and determination, together with
the skills of a juggler and trapeze artist. It's a management tightrope.
Managers of institutions and associations have constantly to balance the conflicting
demands of a wide spectrum of members. They must at times defer to the power and influence
of their larger members, at times they must respect the wishes of the rank and file –
the "backwoodsmen" – small practices or traders who make up the bulk of
their membership.
They have to be constantly aware of what their members want, how they view the performance
of those working on their behalf and how far they are successful at providing good
communications. They must be able to quantify opinions, expectations and trends. Like any
service organisation, they must identify what performance is expected, establish the
performance indicators and devise the policies and improvements which will exceed
expectations.
At CCM, we have at regular intervals found ourselves advising trade and professional
bodies on better management and organisational practice. Our work has tended to fall under
one or other of two headings: relations with members or revenue generation. In the first
case we have for example been asked to measure members' attitudes to proposed changes in
policy, or advise on the organisation's management and committee structure.
In the second, we have advised on ways to improve our clients' commercial activities,
which often play a vital role in extending their influence and at the same time keeping
down the level of member subscriptions. These activities include publishing a journal,
reference books and other periodicals, supplying mailing lists, marketing and commercial
data, organising conferences and running a bookshop or restaurant on their premises.
Clients have included The Law Society, The Institute of Chartered Accountants,
CIPFA, The Cable Communications Association and The Horticultural Trades Association. |
