Membership management involves managing staff, finances, and goals within an association. Membership management companies often handle public relations and marketing functions. Ethical behavior and confidentiality are important. Planning for growth and measuring success is crucial, as is marketing for funding.
Membership management is like enterprise management, but it is used within an association, which is a distinct type of business. Often, membership management services are performed by membership management companies (AMC). Association management responsibilities include managing staff and managing finances, as well as setting and meeting goals for association progress. Some AMCs also handle public relations and marketing functions for associations.
In business, an association is a membership organization that charges fees from its members in exchange for services that help further its members’ business interests. Memberships come in many sizes, from just a few members to several thousand members. They also have very different budgets, depending on the size and scope of services of the organization and its members.
Monitoring the conduct of the association means supervising the association’s personnel to ensure that they behave ethically in a manner congruent with the association’s objectives. Ethical behavior rules for association employees include limits on gifts received by association staff members, addressing workplace behavior, and preventing conflicts of interest arising from employment or business relationships maintained by association employees. If an association handles confidential information, association management is also responsible for ensuring that confidential information remains confidential.
An important part of managing associations is planning for an organization’s progress so that it can grow and perform successfully. Membership management executives plan goals, design events and create services in an effort to run and improve an organization smoothly. It is also the role of the association’s management company to devise effective plans for completing tasks related to the advancement of the association and a means of measuring the success of the association under management. Part of that responsibility includes completing the project on time and within the allocated budget.
Because association members pay fees to join the association, members are important to the funding of an association. Marketing and public relations are a big part of the association’s membership achievement. Most AMCs also handle promotion and marketing while managing an association, although some associations have dedicated marketing teams that do not handle management duties. A large association is more likely to have a marketing department dedicated to public relations than a small company.
Marketing tasks that can be helpful in managing an organization include publicity, press, and reputation management. Association staff engage in marketing design ads, purchase ad space, and connect with members of the press to make important announcements. When an association has an online presence, marketing can also include an online reputation manager who can resolve Internet complaints that are affecting the company’s overall reputation.
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