Race for Relevance: 5 Radical Changes for Associations [Kindle Edition]

Harrison Coerver (Author), Mary Byers (Author)

Book Description

Race for Relevance provides a no-nonsense look at today's realities and how associations operate and what they need to do to remain relevant in the future. Based on more than 40 years of combined experience working with more than 1,000 organizations, the authors examine 5 key areas where the traditional approach that organizations have taken in the past needs to be altered. The 5 key areas examined are governance model and committee operations, CEO empowerment and enhancing staff expertise, defining your member market, programs and services, and technology framework.The book includes worksheets, checklists, and case studies all geared towards helping association leaders--staff and volunteers alike--to kick off the thought-provoking discussions that are generally at the forefront of change, be prepared for those fighting for the status quo, and to implement change without sacrificing your influence.

Editorial Reviews

About the Author

Harrison Coerver is president of Harrison Coerver & Associates, a management consulting firm that specializes in strategy and planning for trade associations, professional societies, and other tax-exempt membership organizations. In the last 25 years, Harrison has consulted with more than 1,200 associations in strategy, planning, marketing, and management.

Mary Byers, CAE, formerly a senior-level association executive, is a consultant and professional speaker. She helps groups gain clarity and focus through facilitating strategic planning retreats, assisting committees and smaller work groups, and helping association staff and volunteers talk through tough issues.

Product Details

• File Size: 797 KB
• Print Length: 168 pages
• Publisher: ASAE: The Center for Association Leadership; 1 edition (February 28, 2011)
• Sold by: Amazon Digital Services, Inc.
• Language: English
• ASIN: B0051GXE1K
• Text-to-Speech: Enabled
• X-Ray: Not Enabled
• Lending: Enabled
• Amazon Best Sellers Rank: #149,337 Paid in Kindle Store (See Top 100 Paid in Kindle Store)
  • #56 in Kindle Store > Kindle eBooks > Business & Investing > Industries & Professions > Nonprofit Organizations & Charities

Most Helpful Customer Reviews

12 of 13 people found the following review helpful

5.0 out of 5 stars How to move associations of the last generation forward to today March 11, 2012

By Tim Lubinus

Format:Hardcover

For anyone who's part of a governing board for an organization started a generation or more ago, this is the book for you. The authors give expression to the obvious: organizations which have huge representative boards to please a broad client base with an untenable menu of services, will be passed up by nimble, focused organizations giving high-quality services to a specific membership profile.

The solutions offered in the book include:

--Start with governance: any decision-making board with over 5-7 members sacrifices decision-making effectiveness for an illusion of being "representative." Associations should quickly drop their unwieldy, inefficient, and expensive large governing boards.

--Overhaul committees: committees should be few, focused, and led by staff rather than volunteers who spend massive hours creating recommendations unconnected from those immersed in the day-to-day life of the organization: the staff.

--Empower CEO and enhance staff: The staff should be carefully selected and then fully empowered to move the organization forward based on the vision and guidance of the governing board. They should not be micro-managed by the board.

--Rationalize Member Market: This one recognizes that availability of wide-spread communication today requires specialization. Organizations need to narrow, not broaden, their membership criteria so that they can better serve the members they have.

--Rationalize Programs Services and Activities: Instead of adding a long menu of low-impact services for members, associations should offer a narrow list of "home run" services members can't live without....

--Bridge the Technology Gap: Instead of worrying about the least innovative members, associations should invest heavily into using technology to attract and service the most creative and valuable members of their membership.

This book is a breath of fresh air for those trapped in associations designed a generation ago. The authors offer sound reasons for their solutions and practical suggestions for transforming an association from being outdated to relevant. Read more ›

10 of 11 people found the following review helpful

5.0 out of 5 stars Rave for R4R April 23, 2011

By MR in Maine

Format:Hardcover|Amazon Verified Purchase

Race for Relevance is well-written and timely. Even if one isn't part of a formal association, this book will give valuable advice for people on boards of any kind. My family has read it and used its information for a bank board and even our church vestry. It's a wonderful management tool for ANY group of people.

5 of 6 people found the following review helpful

1.0 out of 5 stars Relevance Doesnt Mean Ignorance November 27, 2012

By Dean Van Damme

Format:Hardcover

I found that the book offered a lot of complaints about static organizations. I didn't however find much substance in the ideas. First they offer circumventing the governance document and ignoring the board of directors in a power grab. I didn't find that this was very useful unless the dictators in place currently are looking to avoid an oversight com.
They did offer a couple ideas but for the price and the return on investment.. Save your money.

2 of 2 people found the following review helpful

5.0 out of 5 stars R4R applies to service organizations, too May 3, 2012

By Janet E. Burch

Format:Hardcover

Not only does this book apply to associations, but I found it particularly helpful as I thought about my Kiwanis club. Service organizations, many founded in the 1920's, are guilty of many of the same things--large boards, unwillingness to change, fearful of technology, etc. R4R will be a reading assignment for my club as we get into a strategic planning mode. I enjoyed also the author's style--straight to the point, good examples. It was an easy read.

1 of 1 people found the following review helpful

5.0 out of 5 stars A good, but bothersome book for those involved in volunteer organizations February 24, 2013

By D. Matthews

Format:Kindle Edition|Amazon Verified Purchase

The authors have upset lots of ideas held dearly by those who like to be in, and run, volunteer organizations. The writing is clear, their arguments appropriate and appear not to be those of theorists, but show that they are practical at creating successful organizations for the future.

4 of 6 people found the following review helpful

5.0 out of 5 stars Provides excellent focus for Association leaders! August 22, 2011

By S. J. Swanepoel

Format:Hardcover|Amazon Verified Purchase

More than ever before, Associations have too change, of face an unfortunate downward spiral!

Once the gatekeepers of information and the political and social hub of a community or profession, Associations are now facing irrelevance. Many of their traditional programs and services have little or no value in today's sharing and 24x7-connected environment. For Boomers membership was duty and honor, even an obligation. Well no more. Gen X and especially Gen Y are asking "Why belong to the Association?" A relevant question most associations struggle to really answer well.

Restructuring, resizing, downsizing, merging, consolidating, finding focus, becoming relevant...all issues you should be addressing if you are involved with an association. Whether you are a staff member or a volunteer, you need to read this book immediately. Race for Relevance will help you crystallize the important issues that need to focus immediately.

Stefan Swanepoel
New York Times Bestselling Author
Surviving Your Serengeti: 7 Skills to Master Business and Life

4.0 out of 5 stars great concepts June 2, 2013

By Erik Timmons

Format:Kindle Edition|Amazon Verified Purchase

Easy read but the information is elementary. I appreciate the assembly of all the concepts. The business references were good but having read those books, made this book redundant.

5.0 out of 5 stars Needed changes for today's organizations June 2, 2013

By Lynn

Format:Hardcover|Amazon Verified Purchase

This book gives an enlightening picture of how and why professionals associations may have lost their relevance for younger members as well as suggestions -- yes, even some radical ones -- for creating more streamlined and relevant organizations. After years of watching my professional association membership numbers drop, I now have a better understanding of how some important changes could be implemented in order to remain viable.

An important book that doesn't hold back facing tough issues and providing recommended directions for change.

More About the Author

Mary Byers is a national speaker, author, and consultant who is dedicated to helping people live and work more fully. An award-winning communicator and member of the National Speakers Association, Byers has been speaking professionally since 1988. She currently consults with, and speaks to, a wide variety of associations and corporations, specializing in strategic planning and facilitating tough conversations.


A professional writer for 20 years, Byers is the author of seven books, including Race for Relevance: Five Radical Changes for Associations, which quickly became one of the American Society of Association Executives bestselling books. She has also written for several publications, including Entrepreneur, Association Management, and the Fort Wayne News Sentinel.