10th Anniversary Edition
Expanded for a Post Pandemic World
Race for Relevance: 5 Radical Changes for Associations
Race for Relevance provides a bold, no-nonsense look at the realities of today’s marketplace—including the impact of the COVID pandemic—and what it will take for associations to prosper tomorrow.
Based on more than 60 years combined experience working with more than 1,500 organizations and updated for the 10th anniversary, the authors examine 5 key areas for change, including:
- Governance
- Board recruitment and onboarding
- Member market
- Product line
- Technology
Race for Relevance includes worksheets, new case studies and thought-provoking questions designed to be used by both seasoned professionals and tomorrow’s leaders. These planning tools provide thoughtful and practical approaches to leading your association’s revolution, helping you focus on not just the “what,” but more importantly, the “why” and “how.”
Race for Relevance is about major changes in the way we think about associations. And it’s a book for association leaders—staff and volunteers alike—who want their organizations to thrive, not just survive.
“Race for Relevance is a thought-provoking exploration of the challenges facing associations, especially as organizations emerge from the disruptions wrought by the COVID-19 global pandemic. This should be required reading for all association CEOs, board leaders, and staff.”
“Race for Relevance provides a candid, straightforward and realistic look at the out-of-date practices in association management. It is direct and to the point at a time when we need to be direct and to the point. I have already ordered copies for my volunteer leaders.”
“COVID-19 and the digisphere have blown up the traditional association management model. So what comes next? This book, chock-full of insights and practical advice, offers a definitive road map for anyone looking to build and lead the successful association of the future.”
“Here’s a surefire game plan for enduring success for association and professional society leaders: a no-holds-barred view of what to do (and what to stop doing) in order to secure a bigger, better future for organizations with the courage and the will to make it happen.”
“A must-read for all association leaders. Race for Relevance provides a clear-eyed assessment of the significant challenges we face (including a notorious resistance to change) and offers a road map for how to overcome and best serve the evolving needs and expectations of our memberships.”
“The radical changes that Byers and Coerver propose are amplified by the impact of Covid-19. The authors champion the benefits of being nimble, relevant, and responsive and show us how to get there. Also included are useful matrix tools that employ forced-choice decision making to help leaders set priorities.”
“Race for Relevance guided MANA from a slippery financial slope to having a full year’s budget in reserves. More importantly, it helped us become the industry-leading resource for the benefits our members value most.”
Road to Relevance: 5 Strategies for Competitive Associations
Association leaders must be disciplined strategists, focusing the organizations they serve on value they can deliver and structuring accordingly to compete in the “new normal.” Road to Relevance is the follow-up and complementary companion to the bestselling Race for Relevance: 5 Radical Changes for Associations, which identified six challenges that forever changed the association environment and five needed changes. Authors Harrison Coerver and Mary Byers, CAE, provide real insight into how to adapt the strategies of Road to Relevance to your organization’s circumstances. Clearly explaining the five key strategies, the authors show you how to:
- Identify strengths that deserve a concentration of resources
- Achieve a coordinated product and service portfolio
- Identify underperforming activities that are negatively impacting your organization
Case studies, adaptable examples, and provocative questions help you use the insights from Road to Relevance to lead your organization to an ever-more-valued, sustainable, and relevant future.
“Road to Relevance tells it like it is – what associations need to do to survive in very challenging times. It’s packed with insights and approaches that both staff and volunteers can embrace to succeed in the “new normal.” The result is a road map you can use to lead your association into the future. Mandatory reading. I plan to use the content to develop the program for my next staff retreat.”
“Road to Relevance is a GPS for association leaders’ journey into a more relevant, competitive future.”
“Road to Relevance is a must read for every association executive on its way to survive and really serve his or her members. Uncomfortably recognizable in its analysis. Instantly helpful in its tips and thoughts.”
ABOUT THE AUTHORS
Mary Byers, CAE, CSP, a former association executive, is a consultant and professional speaker. She facilitates retreats and generative discussions, encourages innovation initiatives, helps association staff and volunteers talk through tough issues, and coaches CEOs and board chairs. She is known for her energy, enthusiasm and ability to ask thought-provoking questions designed to challenge meeting participants.
Learn more about Mary at MaryByers.com
Harrison Coerver is President of Harrison Coerver & Associates, a management consulting firm specializing in trade associations, professional societies and other tax-exempt membership organizations. Since 1985 Harrison has consulted with over 1,000 associations in strategy, planning, marketing and management. He is known for his group facilitation skills, straightforward style and innovative approaches to association governance and management.
Learn more about Harrison at HarrisonCoerver.com
SPEAKING
Mary Byers, CAE, and Harrison Coerver are known for engaging and challenging audiences to recognize and respond to the current realities confronting associations and membership organizations.
Building on more than 40 years of combined experience with more than 1,000 organizations, the duo brings a practical, hands-on approach to new ways of thinking about the way associations manage and govern. Their presentations are punctuated with anecdotes and case studies from their association consulting experience to bring the message home and make it memorable.
Both Mary and Harrison utilize pre-event research and preparation to customize their programs and tailor their comments to their circumstances. Both in-person and virtual presentations are available.
To request a presentation from Harrison, email harrison@harrisoncoerver.com. Mary can be reached at mbyers@marybyers.com.
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