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Newsletter - November 2009

President's Message - Be a Thought Leader
by G.A. Taylor Fernley, President & CEO

NEWSFLASH:  Loyalty is NOT dead!  Contrary to popular opinion, it is in fact alive and well and just looks a little bit different than it did in the past. Satisfaction is not nearly as important as loyalty, but do you know the difference? Providing clear direction and understanding breeds loyalty, as does delivering a higher level of customer service than your competition.  To be a successful thought leader within your association or business, consider subscribing to the acronym
R-E-S-P-E-C-T which as you will soon see represents seven profound words that can dramatically impact the loyalty factor for your organization if used consistently.  The future will be exceedingly bright for those who do.
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Now, More Than Ever
By Kent Van Amburg ,CAE, Executive Director

Everyone is feeling the effects of the economy.  For profit and non-profit organizations alike.  The easy fix for a lot of small business owners is to cut expenses, including association dues, however, is that the right move? Before you do, consider the long-term consequences your company may suffer for short-term financial gain. You might just agree that it is more important than ever to stay actively involved in your industry association. During the challenging months ahead, you will need every available tool to help you through; that includes staying in close contact with your peers, your  customers, and suppliers.  You need your association and it needs you.  Help keep your association viable by continuing to use its products and services.
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Value-added Sponsorships
By Jessica Widing, Executive Director & Ethan Gray, Executive Director

Generating non-dues revenue can be a crucial bolster to an association's success in tough economic times. The important thing to remember when marketing to prospects is to offer a wide and customizable range of benefits. The more lines that are cast, the more likely you are to succeed.  Don't just send your promotional materials to the marketing director, also send them to prior contacts and association members with a personal affiliation to a company or institution. Remember that sponsors are looking for year-round value; offer comprehensive sponsorship packages that provide specific conference benefits as well as opportunities for branding before and after a meeting.
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9 Myths About Most Boards
Summarized By Vicki Scott, Director of Client Services

It's important to realize that the composition of your current board is an important recruiting tool for potential new members. Remember what your mother used to say about being judged by the company you keep.  A great board member who doesn't feel a passionate connection to the cause cannot compete with one who does, no matter how influential he/she may be in a particular industry. And, remember that a happy board is a successful board. Don't frown on having fun as it can promote team-building among board members resulting in stronger relationships. In her book, "The Truth About What Nonprofit Boards Want", consultant and author June Bradham outlines the 9 myths that can make or break an effective board.
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Volunteer Leadership Today is produced quarterly as a service to the non-profit community that Fernley & Fernley, Inc. has served for well over a century. Articles or statements appearing herein are presented for informational purposes and do not constitute legal opinion, advice or judgment, and should not be relied upon as such. Inquiries or comments should be directed to info@fernley.com. For more information on Fernley & Fernley, Inc. and the professional services we offer visit our web site at www.fernley.com or call (215) 564-3484. © 2008 Fernley & Fernley, Inc.