Association Management is Easy, the Internet Said So

There's a video floating around on the Internet called: "Running an Association is an Easy Home Business to Start with No Money and Little Skill."

Ok, I may be a bit off on the title, but the gist of the video is that anybody with basic office and computer skills can run an association (or multiple associations) from home with little or no experience, clients will flock to their services and money will roll in with ease.

Although there are many skilled professionals operating associations of all types out of their home, "easy" is a term they probably would not use to describe association management.

It takes a broad skill set that one person is unlikely to poses solely, or if he or she says he or she does, it's unlikely he or she is great at any one or even good at all of those skills. Yet, associations, foundations and nonprofits need these services, and more, from their management regardless of whether it's one person or a company.

Skills needed to run an association

• Marketing and Communications
• Financial Management (Bookkeeping)
  
• Database Management
• Fund raising (renewing and retaining members is fund raising)
• Meeting planning
• Strategic planning
• Volunteer management
• Technology (Web site development, database development, social media, content management)
• Public and media relations
• Corporate development

These are not easy tasks that require minimal skills. To do them well you need experience, talented staff and a creative management zeal. One person may do one or two of these functions well, but to do them all well, your association needs a staff. Unfortunately, for many nonprofit organizations, hiring a staff, renting an office, buying computer equipment and office furniture is unrealistic, which is where an association management company steps in.

Drake & Company, an AMC Institute-accredited association management company, was born through experience, hard work, relationship building and a desire to help associations reach their full potential by creating a partnership for growth.

Unlike the perception presented on the Internet by a misinformed small business coach, associations aren't likely to choose you as managment just because you put your shingle in the window. DrakeCo didn't pop up overnight by printing business cards and putting an ad in the Yellow Pages or by launching a Web site. And I doubt that is the success formula for any association management company.

Building on a base of public relations and event planning services, DrakeCo added specialized professional staff focused on services such as accounting, membership management and meeting planning. This division of labor and specialized staff allow DrakeCo to be good at all of the professional services we offer and great at offerings such as public relations, cause marketing and communication.

Nonprofit leaders should consider what their organizations needs are from a manager. Is an individual executive director pull in 1,000 different directions trying to manage functions from bookkeeping to conference marketing the right solution? Or is a specialized staff utilizing skilled professionals in financial management, event planning, marketing and communication the answer?