{"id":3716,"date":"2015-01-20T10:34:41","date_gmt":"2015-01-20T15:34:41","guid":{"rendered":"http:\/\/www.naylor.com\/associationadviser\/?p=3716"},"modified":"2015-01-20T10:34:41","modified_gmt":"2015-01-20T15:34:41","slug":"pamela-hemann","status":"publish","type":"post","link":"https:\/\/www.naylor.com\/associationadviser\/pamela-hemann\/","title":{"rendered":"Best Way to Know Members?"},"content":{"rendered":"
\"Pamela<\/a>
Pamela Hemann, FASAE, CAE, Association Management Services, Inc.<\/em><\/figcaption><\/figure>\n

This month\u2019s Corner Office profile shines on Pamela Hemann<\/strong>, FASAE, CAE<\/strong>, president of Association Management Services, Inc. and executive director of Leadership California<\/a>, a professional network dedicated to advancing the leadership role of women.\u00a0 Hemann was also the ASAE\u2019s 2014 Key Award recipient, the Society\u2019s highest honor presented to association chief staff executives.<\/p>\n

 <\/p>\n

\"Tweetables\"<\/a><\/p>\n

Be honest with volunteers about how much time and effort is expected of them before asking them to raise their hands.\u00a0\"RealLilTweetables\"<\/a><\/p>\n

Use active members to get new members. That\u2019s the
\nbest referral source you have.\u00a0\"RealLilTweetables\"<\/a><\/p>\n

Good leaders aren\u2019t afraid to ask for help,
\nand they know how and where to get it.\u00a0\"RealLilTweetables\"<\/a><\/p>\n

High performing leaders are good listeners and aggregators of what they hear.\u00a0\"RealLilTweetables\"<\/a><\/p><\/blockquote>\n

Association\u00a0Adviser: Pam tell us a little about the culture of the organizations you lead.<\/strong><\/p>\n

Pamela Hemann:<\/strong> We\u2019re about service and connecting people. A phone call is NOT an interruption. It\u2019s part of what we do, responding to member questions and connecting people.<\/p>\n

AA: Many association leaders are telling us they\u2019ve never seen more competition for members. What\u2019s your take?<\/strong><\/p>\n

PH:<\/strong>\u00a0<\/strong>There\u2019s always competition in this space. The difficult thing now is to stay focused on our mission, our purpose and the wealth of knowledge across the membership. How do you engage all of the people who have [valuable] knowledge to contribute to your organization? A lot of members are out there, and they just need to be asked. Sometimes we forget to ask. There\u2019s always something new and different. Our strength is all about the membership and knowledge that they bring to the organization. That\u2019s what helps us keep up in this \u201cNew Normal\u201d era of rapid technological and demographic change.<\/p>\n

AA: Let\u2019s talk more about the \u201cNew Normal.\u201d<\/strong><\/p>\n

PH:<\/strong>\u00a0<\/strong>It seems like the pace of change is incredibly fast. We have five generations represented in the workforce and an incredibly diverse population here in California. How does the value of your message reach such a broad audience? That\u2019s a big challenge.\u00a0\u00a0<\/strong><\/p>\n

Furthermore, it\u2019s not just a melting pot, it\u2019s a cauldron. There\u2019s so much going on up and down this state. If you\u2019re doing business here in California, you have to stay on top of its complexity and diversity. You have to be change-ready\u00a0all the time.<\/p>\n

AA: How are you addressing it?<\/strong><\/p>\n

PH: <\/strong>That\u2019s part of the reason for making our educational trips around the state. In the case of Leadership California, we realized around 2006-2007 that we needed a very aggressive set of policies and strategies around diversity and inclusion. We brought in a diversity expert to help us see our unknown biases. What audiences are we not reaching? What do we have to do individually and as an organization to be more representative of California? It was a sometimes painful process of discovery, and we asked ourselves how we could be so clueless. But we learned. Now it\u2019s second nature. Good leaders aren\u2019t afraid to ask for help and they know how and where to get it.<\/p>\n

AA: Tell us more about being change ready.<\/strong><\/p>\n

PH:<\/strong> You have to pick and choose what you do best. What model works best with your members? You have to work on it and refine it. But, you still have to have the flexibility to try new things. But it\u2019s not realistic to respond to every change request every week. For instance, everyone\u2019s talking about the importance of tweeting at their live events. But we have a client (representing top level corporate communications officers) that forbids tweeting at their meetings. They attract very high level speakers, such as former U.S. Defense Secretary Leon Panetta. Those speakers depend on having a safe place to speak candidly and off the record.<\/p>\n

AA: <\/strong>How would you describe your leadership style?<\/strong><\/p>\n

PH:<\/strong> You need to be a really good listener and aggregator of what you hear. It\u2019s the ability to take all those opinions\u2014the variety of things you see happening in the environment\u2014and pull them together in some meaningful pattern or trend. Then you have to bring recommendations and give options without being too closely tied [personally] to any one of them.<\/p>\n

AA: <\/strong>How about getting new ideas from concept to reality?<\/strong><\/p>\n

PH: <\/strong>There\u2019s no lack of ideas at most associations. What they need is someone who can say how they\u2019re going to execute those ideas. It\u2019s great to start something, but keeping it going and devoting the right resources to it is the real challenge. I seem to have a knack for connect the dots and connecting people even if those people are from different backgrounds and different industries. I research. I read a lot. I try to pull it all together to make it into something cohesive.<\/p>\n

AA: <\/strong>What can you tell us about working with volunteers and getting the most out of their knowledge and experience?<\/strong><\/p>\n

PH:<\/strong> It\u2019s not just getting members to volunteer. It\u2019s about knowing your people. It\u2019s about chemistry and putting the right people together who can work well with each other. Also, we try not to overwhelm volunteers, especially the new ones. We have them try one or two small things first; then see how it plays out. If you\u2019re not careful, your staff team and committees can get pretty demoralized.<\/p>\n

One of our clients works in governance. They did a very smart thing\u2014they put together a list of 20 volunteer opportunities including the time commitment expectations around each one of [those opportunities]. The commitment ranged from a few hours to three years of their time. And it made a big difference. They had no idea how many people wanted to be part of the organization.<\/p>\n

AA: <\/strong>Talk about the future and engaging younger members of profession?<\/strong><\/p>\n

PH: <\/strong>Make sure you\u2019re connecting them with someone they know. For example, we have more than\u00a01,000 prospective members we\u2019re trying to reach. You can send email, postal mail and invite them to meetings. But the best thing is to enlist current members to recruit them. At Leadership California, we hold recruitment reception events to help build a good prospect list.<\/p>\n

AA: You\u2019re known as a staunch advocate for <\/strong>diversity and inclusion. Can you speak to that?<\/strong><\/p>\n

PH:<\/strong> You have to make a place for people. They have to see a place for themselves in your organization. Ask yourself, \u201cWho are we not including?\u201d Look to see if NextGen, women and people of color are well represented at your organization. What don\u2019t we know about them? What do we need to understand about them? Just inviting them to meetings, or having a young professionals day, is not enough. It\u2019s very complex, and it takes a long-term commitment with a clear plan. And you must involve those under-represented cohorts [NextGen, women and people of color] in setting the plan. What\u2019s practical? What\u2019s reasonable? There\u2019s a lot of \u201cpersonal ask\u201d involved. You need to use your members to get members.<\/p>\n

AA: <\/strong>Anything else about cutting through the clutter and engaging members?<\/strong><\/p>\n

PH:<\/strong> Postcards. People get so much electronic mail and text messaging, but they don\u2019t get a lot of paper mail\u2014maybe one-eighth of what they get is paper. We\u2019re finding a nice hard copy postcard to be very effective at getting our message through.
\n<\/strong>
\nAA: <\/strong>So how do you help your clients stand out in a crowded marketplace?<\/strong><\/p>\n

PH:<\/strong> As I said earlier, we\u2019re highly aware of how competitive our marketplace is. Members can find the resources they need in so many other places. People are so well connected now. You really have to pay attention to what your marketplace is. What\u2019s the competition? It\u2019s like Southwest Airlines. Love them or hate them, they really know what they\u2019re all about and what customers expect of the Southwest experience. In the NFP world, it\u2019s very similar. To be successful you need to deliver a good compelling message and stick with it. Our job is to participate in the process of discovery and planning. You have to be really clear about where you are in the marketplace. You need the discipline to commit 100 percent to your mission. You can be distracted just because someone else [in your space] is doing something new.<\/p>\n

AA: Any tips for refining one\u2019s message to members?<\/strong><\/p>\n

PH:<\/strong> We\u2019re working on a public relations plan right now for one of our clients. It\u2019s a tough exercise. We all think we know what we\u2019re all about and where we stand, but when you go out and try to develop key messages about your organization\u2014that\u2019s a different type of discipline. We went out to a large group of members and asked them who they believed the organization\u2019s audience is. And there were about 23 different answers. We really had to bring that down to 5. It\u2019s been very challenging.<\/p>\n

AA: <\/strong>What else can you tell us about leadership and career success?<\/strong><\/p>\n

PH:<\/strong> In addition to being a good listener, you need flexibility, empathy and, most of all, you need to love your work. You have an affinity with the businesses you\u2019re representing. You\u2019re spending an awful lot of time around those industries. It\u2019s hard to fake your way through [the day] if you\u2019re not passionate about it. For instance, we have a client in higher education. That\u2019s something I really care about\u2014colleges, universities and what they do. I think that comes out in our work for them. It has to be authentic work if you\u2019re going to help organizations move things forward.<\/p>\n

How is your association helping members be change ready? Let us know in the comments below.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

This month\u2019s Corner Office profile shines on Pamela Hemann, FASAE, CAE, president of Association Management Services, Inc. and executive director of Leadership California<\/a>, a professional network dedicated to advancing the leadership role of women. Hemann was also the ASAE\u2019s 2014 Key Award recipient, the Society\u2019s highest honor presented to association chief staff executives. <\/p>\n","protected":false},"author":26,"featured_media":3721,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[48,87,4],"tags":[631,353,632,74,633,634],"class_list":["post-3716","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-leaders-table","category-association-leadership","category-membership","tag-change","tag-diversity","tag-leadership-california","tag-membership-2","tag-pamela-hemann","tag-volunteers"],"acf":[],"yoast_head":"\nBest Way to Know Members? - Association Adviser<\/title>\n<meta name=\"description\" content=\"This month\u2019s Corner Office profile shines on Pamela Hemann, FASAE, CAE, president of Association Management Services, Inc. and executive director of Leadership California. 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