Planning to win.

Review your strategic plan as a key element to establishing direction and measuring results for your organization. The past year was a challenging one for many associations. How did your association measure up in 2009? Which goals were met and which need additional strategies to support their accomplishment? What new programs can you add to spur progress in the year ahead?

All too often, associations find themselves in a reactive rather than a proactive mode. Strategic planning provides staff and Board members with a course of action to achieve association objectives, as well as ongoing assessment of current resources and projects.

Membership is your lifeblood.

Are you planning to conduct a new member initiative in the year ahead? Keep in mind that, particularly in a downturned economy, potential new members need associations more than ever for networking and knowledge exchange to keep them on top of their careers. It’s imperative to be proactive about identifying potential members and pursuing them. Get your current members involved, as they can provide first-hand testimonials about the benefits of membership in your organization.

2010 will be eventful.

The start of the new year is the time to ramp up awareness of your association’s upcoming events. Start sending out promotional materials to generate excitement about the 2010 event schedule. Are you looking to increase event sponsorships and advertising? Plan to lock in support early by promoting the entire year’s sponsorships and promotional opportunities, rather than repeatedly recruiting sponsors and advertisers on an event-by-event basis. This approach can improve the chances your association events will be included in their annual promotional budget.

Get marketing in gear.

A marketing and communications plan not only creates a framework for supporting revenue and member growth, it also provides the continuity and consistency to make the most of your marketing investment. Make your marketing objectives specific (and realistic): Increase membership, trade show attendance and event sponsorships by specific percentages. Pursue placement of a stated number of by-lined articles in trade journals. Develop marketing to align with and support each of your primary objectives. If your budget is limited, prioritize objectives so that the most crucial have the most tactical support.

Think CMA!

CMA Association Management can help your association start smart in 2010 by working with you to prepare a strategic plan or review an existing one, support a membership drive or develop new programs for current members to help meet your goals.

Headquartered in Princeton Junction, NJ, CMA Association Management is one of only 50 association management companies worldwide accredited by the Association Management Company Institute (AMCI, formerly IAAMC). CMA offers nonprofit clients expertise in all facets of association management, event management and marketing communications. We maximize the success of your member services, events and programs, while positioning your organization for growth and new opportunities. For more information, call CMA at (609) 297-2235, email us at info@cmasolutions.com or visit www.ThinkCMA.com.