FEATURES

Giving Associations Voice

 

Associations are unique business entities in that they have three unique parts that create the whole: 1) the elected Board of Directors which sets the strategic vision for the association and holds fiduciary responsibility for the entity; 2) members who advance the field through their work and provide input and direction to the association; and 3) staff who drive the operations of those plans and provide the services for members.

When associations are communicating with key stakeholders and the public, they utilize voices that are reflective of that unique business nature. For example, when communications are related to strategic direction or board-related matters, the communications come from the elected board president. For matters that relate to operations, such as programming or member benefits, those come from the CEO of the association since they fall under the staff scope of work. For communications with a broader audience, such as the public, or those that necessitate communication from the association as an entity, such as letters to Congress, the voice simply becomes AAMFT.

Using distinct voices achieves a number of goals, but chiefly, it differentiates for members to easily understanding decision making within an association structure. And it allows for building brand recognition beyond the terms of a president or CEO. Strong, and strategic, use of voice assists in an overall strategy of building a strong association.


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