Building Stronger Association Cultures with Data-Driven Insights and Community
At the 2024 ASAE Annual Conference, Carrie Morse, Chief Operating Officer of ERC, shared insights with The Association 100 on how associations can better support their members by fostering strong organizational cultures and leveraging HR-focused strategies. With a focus on data-driven engagement, impactful partnerships, and innovative member support, Carrie’s approach provides actionable strategies for associations looking to strengthen their internal teams and boost member value.
Emphasizing Data to Strengthen Culture
For Carrie and ERC, “data matters.” ERC’s employee engagement surveys empower leaders to make informed decisions that directly impact organizational culture and employee retention. Carrie highlighted how these surveys dive into critical areas like employee motivation, safety, and supervisor relationships, offering leaders a clear roadmap to identify strengths and areas for improvement. But, as Carrie stressed, collecting data is only the beginning: “The worst thing you can do is survey and then not do anything about the results.”
Associations can use data not only to improve their internal cultures but also to offer tailored support to members. ERC’s surveys provide a framework for associations to track member satisfaction and engagement, enabling them to build services and resources that meet real member needs. By fostering a data-informed culture, associations can create environments where employees and members feel heard, valued, and supported.
Empowering Leadership Development Through Partnerships
A challenge many associations face is equipping their members with effective leadership tools without overextending internal resources. ERC addresses this challenge by offering associations a suite of supervisory and new management training programs. Carrie shared how ERC’s supervisory series is among its most popular offerings, providing tailored support for new managers and helping them transition from individual contributors to leaders. This program allows associations to provide valuable training to members without the burden of developing resources from scratch.
ERC’s approach to partnerships underscores a critical lesson for associations: they don’t need to “reinvent the wheel” to deliver top-tier services. Associations that collaborate with external experts can offer valuable, specialized programs that might otherwise be beyond their scope. These partnerships not only enrich member benefits but also open up new revenue streams, as associations can brand and resell ERC’s programs, creating additional value for members and the organization.
Listening to Members to Stay Relevant
In a rapidly changing professional landscape, associations must be attuned to shifting member needs to remain relevant. Carrie explained how ERC’s emphasis on “data matters” extends to keeping a pulse on member priorities and adapting services accordingly. She advocates for a continuous feedback loop, encompassing surveys, focus groups, and direct conversations with members at events like annual conferences. By actively listening, associations can stay responsive to the needs of different demographics and generations within their membership.
Carrie also highlighted the importance of creating community as a core membership value. In ERC’s experience, members find immense value in spaces where they can connect with peers, discuss challenges, and share resources. Carrie recommended that associations establish advisory groups, member forums, or even regular networking events that allow members to collaborate and support one another. These spaces not only build community but also reinforce the association’s role as a vital, supportive network in an increasingly fragmented professional world.
Innovating Through Outsourced HR Support
ERC recognizes that many associations—particularly smaller ones—don’t have dedicated HR support, which can be challenging when members need expert advice on complex HR issues. To address this gap, ERC offers an outsourced HR Help Desk, staffed by certified HR advisors, who provide real-time support for employee relations, compliance questions, and talent management. This personal, accessible service is a lifeline for associations and their members, allowing them to access expert guidance without needing an extensive HR team.
Carrie pointed out that this service goes beyond a traditional helpline. By understanding each organization’s specific needs, ERC can deliver customized support, which is especially valuable for association members who wear multiple hats. With resources like an HR Help Desk, associations can offer their members robust HR support that enhances professional confidence and compliance with regulations.
Integrating Flexibility with Accountability
A key takeaway from Carrie’s approach is the balance between flexibility and accountability. By equipping members with tools like engagement surveys and supervisory training, ERC helps associations foster cultures of accountability that are grounded in clear data and practical strategies. The importance of flexibility also extends to partnerships—associations can achieve more when they strategically outsource certain functions rather than attempting to manage everything in-house.
Carrie’s insights underscore the idea that associations can enhance their offerings without overstretching resources. Strategic partnerships and data-informed initiatives allow associations to stay agile, support their members effectively, and create a sustainable model that prioritizes community, leadership, and adaptability.
A Model for Associations to Enhance Member Engagement and Value
Carrie Morse’s approach at ERC offers a clear roadmap for associations striving to support members with HR-focused solutions and data-driven insights. By embracing partnerships, leveraging data, and fostering community connections, associations can empower members to thrive in an evolving landscape. Whether through engagement surveys, accessible HR resources, or leadership training, Carrie’s strategies illustrate how associations can stay relevant, responsive, and impactful.
For association leaders seeking actionable strategies, Carrie’s insights provide a reminder of the importance of listening, adapting, and partnering for success. As the association landscape continues to evolve, prioritizing data and collaboration will ensure that associations remain indispensable resources for their members and trusted advocates in their industries.
