"Look em in the Baby Blues"

If your association doesn’t have the dollars and resources it may not be able to fulfill its potential. Without the cash, the association might always be just a bit short on its talent, won’t undertake the projects it wants to, and can’t acquire the services it needs to compete in an ever-increasing competitive marketplace.

The Association CEO should be head fundraising officer. If you look at some of the country’s best association leaders, they are quite accomplished in looking members, prospects and others right in the eye and asking for the cash. The CEO has the greatest potential at being successful in this effort. Most often, they can get the appointment and access to those that can write the check.

Some fundamentals to a good CEO campaign include:
- The CEO must get on the road and ask for resources. You can’t do it by phone or during your annual conference. Go see members at their headquarters.
- Ask for a multi-year commitment. You don’t want to go back every year. New companies are out there to ask!
- Find a specific issue or initiative for the funds. Company CEOs have something that “keeps them up at night” – found out what it is and target their contribution to solving that problem.
- Ask the Company exec for five other people you should see. If done effectively, you might never have to cold call anyone.

On association leadership blog I welcome your comments on the “raising the cash” issue. I think it is a fundamental part of association growth. We should embrace the issue and opportunity to chat about it.