Shelly Alcorn, CAE

Principal

Alcorn Associates Management Consulting

Welcome to the Association Executive Hotline. If you need to talk, gain clarity, ask about new trends or just bounce ideas I'm here for you.

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Tags

association trade association professional society 501(c)(6) non-profit governance strategy

Biography

Shelly is a Principal in Alcorn Associates Management Consulting – www.alcornassociates.com.  She specializes in non-profit trade associations and professional societies. Shelly stands at the intersection of technology, the education-to-employment system and the association of the future. She conducts strategic, leadership and staff retreats, and speaks on critical issues faced by the association community and society.  She is also the creative voice behind The Association Forecast.  Find her on Twitter - @shellyalcorn.

Shelly was formerly the Executive Director of the California Association for the Education of Young Children (CAEYC).  CAEYC is a 501(c)(3) organization with over 10,000 members in California in 37 separately incorporated affiliates.  She was also the Executive Director for the Automotive Service Councils of California (ASCCA), a 501(c)(6) trade organization representing the interests of over 1,200 independently owned automotive repair facilities in California.  In that role she was also responsible for oversight of a for-profit subsidiary and a 501(c)(3) scholarship foundation.

Shelly has spent 25 years in association management with such organizations as the California Society of Association Executives (CalSAE), California Automotive Wholesalers' Association (CAWA) and the California Peace Officers' Association (CPOA).  She has extensive experience in board governance, chapter and component relations, government affairs, communications, membership, educational program design and the execution of conferences, meetings and events.  Previously, Shelly owned and operated her own consulting practice that provided government affairs, ballot initiative campaign work, website design and grass roots lobbying program development for small associations.  She holds the CAE (Certified Association Executive) designation from the American Society of Association Executives.

Other

Certifications

CAE

American Society of Association Executives
1/26/2017 12:12:47 PM,
Shelly Alcorn, CAE replied:
No more nor less effect than on anything else...

Please feel free to contact me offline if you would like to know more... shelly@alcornassociates.com
1/25/2017 7:46:54 PM,
Shelly Alcorn, CAE replied:
The "fundamentals" won't necessarily change. People still need to meet with people who share their concerns and interests. They need to network for employment (especially if their industries and professions disappear due to the rise of artificial intelligence - you should read "The Future of the Professions" by Richard Susskind and Daniel Susskind as well as "The Future of Business: Critical Insights into a Rapidly Changing World" edited by Rohit Talwar and read them NOW!!!). They need education and tools to make them better at their jobs or that will give them the skills they need to lateral up or out to get jobs that still exist. We will still need to represent our industries and professions to legislative and regulatory bodies.

That being said - I think associations will have to radically change their aversion to new technology. They will have to let go of a lot of the hierarchy and control and move to more holocratic systems. I think associations should begin to really up their ethics game in terms of whether the activities they pursue are for the betterment of people and the planet. Associations will have to collaborate in their industry or sector verticals, but also across horizontals as they begin to realize they are all part of one, large eco-system and if humanity is going to make it we have to develop new ways of judging the impacts we have on others and share limited resources. I hope we decide, once and for all, that legislation is not a zero sum game and that compromise for the health of a civil society is necessary. Last but not least, I hope associations in 2030 up their game in terms of elevating their consciousness. My hope is, over the next few years, that we begin to apply spiral dynamics in a disciplined way so we can act integrally, with more kindness and more awareness of the impact we have on others.
1/25/2017 7:34:31 PM,
Shelly Alcorn, CAE replied:
Whooops....I guess when we said ask me anything, we didn't take into account that I can't answer everything. :D

So, let me shake the Magic 8 ball here - the answer is "reply hazy." Well, that's not particularly helpful, eh? :D

Seriously though, if I were king for a day, running a mid-sized software company successfully in North American and EMEA is one thing. Heading into Asia PAC, I would start with a partner who was intimately familiar with the customs, culture and markets you will be dealing with. But that is really a "throw a dart" answer and I wish you the very best. :)

Thanks for challenging me! ;)
1/25/2017 7:23:38 PM,
Shelly Alcorn, CAE replied:
Yes. Associations exist to serve groups of individuals who are involved in specific vocational and avocational activities. As long as you reside in a democratic society, employment still exists (the rise of automation notwithstanding) and/or hobbies and social causes of importance exist as well - you will find "associations" forming. Even if we stop calling them "associations' the functions will remain. People are still fundamentally people and we have been gathering in groups to discuss matters of interest since we began to use language. (I am certain there were a few folks sitting around a campfire back near the beginning of history discussing where to find the best wildebeast and which rocks make the best stone tools.)

I'm not saying the next few years will be easy. Those associations who cannot seem to adjust to the wave of artificial intelligence that is about to break over us, or who fail to find their footing in a world that is rapidly advancing will fall by the wayside. (Every association should read Kevin Kelly's new book: The Inevitable - Understanding the Twelve Technological Forces That Will Shape Our Future.) For each association that does fly into the mountain - another one will arise a few years later that will be on a better, more innovative footing to carry on. (That is - as long as we live in a democratic society that holds the First Amendment sacrosanct).

If you really want to get in-depth as to what the sociological underpinnings of associations are, I recommend reading Human Ecology by Amos Hawley. It's dense but it provides a comprehensive look at how social groups naturally form as long as the societal conditions exist that allow them to. Take heart - associations will actually "look" the same (networking and education are the keys) but how they communicate and deliver services will be very, very different. Virtual reality anyone?
1/25/2017 7:05:17 PM,
Shelly Alcorn, CAE replied:
Short answer: I fell into it and couldn't find my way back out. :)

Long answer: I fell in love with the history of associations and the good work most of them do on behalf of individuals and society. I love the fact that we are the embodiment of the First Amendment of our US Constitution. I love how associations establish community - power to the people. I love how we give our people a voice in government affairs. I love to see how the different industries and professions fit together and relate to each other in our larger societal sphere. I want to see every kid get a shot at a great education and I love how associations provide career tracks and certification program for people who may not have access to (or maybe can't find industry specific education in) college. We are the original edupunks....time for us to roar!
1/25/2017 6:55:38 PM,
Shelly Alcorn, CAE replied:
Top three things associations can do to provide an exceptional member experience:

1). Do NOT treat your member like a customer. Yes, you should provide excellent customer service but you need to think of your member as a partner. An engaged co-creator in this experience. Instead of just shoveling things at them to buy, ask them what they want to achieve. It isn't a matter of "what can I do for you" as much as "what can I help YOU do?"

2). Big vision. Your board and volunteers should establish a big, life-changing, world-changing vision and then swing for the fences. Every. Single. Time.

3). All the member loyalty you will ever need is if your members can say, "My association helped me find a job, keep a job and get a better job." Full stop.
1/25/2017 6:49:37 PM,
Shelly Alcorn, CAE replied:
Gamification gets a bad rap. The fact is, we are all gamers and we are surrounded by gaming systems in our daily lives, we just don't call them games. For example, the educational system has rules, tasks, boss fights (exams), rewards (diplomas), teammates (classmates). Gaming systems are so embedded that we don't even see them for what they are.

So, yes. Gamification can definitely work in the association setting. We do it now, but again - we don't call it gamification. For example, if you see your members fighting over badge ribbons at your conference that is how we "level up" from "new member" to "board member." (Willis Turner, CAE and I wrote a book on this available on Amazon.com - "42 Rules for Engaging Members Through Gamification - Unlock the Secrets of Motivation, Community and Fun")

One of my favorite examples of gamification is gamifying your strategic plan. For each key result area (membership, government affairs, etc.) you set up three levels of tasks - Bronze Level - the bare minimum of objectives to accomplish to have a successful year, Silver Level - meeting all of the objectives in Bronze and then some and Gold Level - what stretch goals that your board could achieve if they had a fantastically successful year. Then you assign points to each level and maybe some rewards along the way. It's a way to make board service a little more interesting and also provide the Board with feedback as to how they are doing on meeting their goals for the year. If you want a sample template - please shoot me an email at shelly@alcornassociates.com. For more information on gaming - please feel free to visit my gamification page on the Association Forecast for more resources.
1/25/2017 6:39:47 PM,
Shelly Alcorn, CAE replied:
Yes, it absolutely does. Although most associations are similar to each other functionally (i.e., they usually provide membership, social networking and professional development programming, etc.) that is where the similarities end. After that, each association I work with has a completely different culture and temperament. They are all microcosms of the larger society around us. The industry or profession they are employed in has a great deal of influence over the types of mental models and thinking processes they exhibit. For example, business owners tend to be more used to delegating tasks to staff whereas private practitioners tend to want to "do things themselves." Those are, of course, generalizations and certainly not universally applicable. They are just two examples of larger perspectives that need to be taken into account from the beginning to the end of the process.

This is one of the reasons why I heavily depend on collaboration with association staff and key volunteers to give me clues as to "who" I'm working with before I can develop an agenda. One size does not fit all and although I "mix and match" a lot of activities, I invariably end up customizing every agenda for every retreat that I do. Some associations like louder activities, some softer. Some volunteer groups are more introverted, some more gregarious. Some groups seem to naturally engage in conflict, some in consensus. The trick is trying to come in with an approach that has the best chance of working, and then being willing to throw it out the door and do something on the fly if it isn't working. That is also one of the best parts of the job and keeps it interesting.
1/25/2017 6:22:19 PM,
Shelly Alcorn, CAE replied:
All too often associations perceive innovation as a "have to" instead of a "want to." This is really pretty understandable when you remember you are dealing with volunteer leaders who are concerned about being good stewards of association finances and who may not be all that enthused about incurring potential criticism from the membership if they make a wrong decision. 

That being said, more and more associations are realizing that staying in a reactionary mode (only innovating when there seems to be no other choice) actually costs them more in the long run as they begin to implement technologies that may already be going extinct before they even fully get into the boat. A new generation of members sees "continual upgrading" as a sign that the association is "on top of things." They are willing to put up with some hiccups as long as the direction is "forward" rather than experience something "perfect" right out of the gate that never changes.

The key is developing strong "future forecasting" muscle using games (like Impact from Idea Couture); implementing techniques like the Two Curve Framework (From the book - The Second Curve: Managing the Velocity of Change by Ian Morrison) to help plot when the association needs to jump to a new emergent trend; joining fellow professional societies that specialize in the future (like the World Future Society); brushing up on their own foresight skills through programs such as the ones offered through the Institute for the Future; continual strategic scanning, adding short educational components to each board meeting on large societal trends and advancements in technology they should pay attention to, lots of scenario planning and a little bit of luck. :D
1/25/2017 6:05:11 PM,
Shelly Alcorn, CAE replied:

I have a few favorites that come to mind. Often in the technology and engineering arena you find associations that are looking to push the boundaries. Two examples are IEEE (with their numerous societies) and the American Society of Mechanical Engineers. Both of these groups are pushing forward and having a global impact.

SMEI (Sales & Marketing Executives International, Inc.) is always looking for ways to push boundaries. They have experimented with different membership models and just recently launched SMEI-U. They are also very internationally minded. One example is their new educational partnership with Ton Duc Thang University (TDTU) in Ho Chi Minh City, Vietnam. Several unique features of the program include - all students get a Business English class first, free membership in SMEI’s SocialLink - the exclusive online networking site for SMEI members where they can get mentorship and by the 3rd year of their 4-year program they are enrolled in the Certified Marketing Professional Course.

Many of the CPA societies are really making great strides in redefining their educational programs. While Elizabeth Weaver Engel, MA, CAE and I were writing our white paper – “The Association Role in the New Education Paradigm” we got the chance to interview staff from the Ohio Society of CPAs and the Maryland Association of CPAs. They are doing exciting work in their efforts to take a much more comprehensive look at what skills are missing in their members' workplace and retooling their programs to meet those needs.

Also, groups like the San Diego County Bar Association and the Young Lawyer's Division of the American Bar Association are killing it and I think there are great things in the future for them both. :D