Leadership

CEO to CEO: November 2012

By /
Nov 1, 2012

What was the last significant change you made, and how was it received by members?

Susan Weeks

CEO, Running USA, Colorado Springs, Colorado

We are a national organization, but our annual conference had been held in Southern California for six years in a row. When I announced that we’d be moving the meeting, there were objections from the conference committee. In 2011 and 2012 we increased attendance by 8 percent and 6 percent, respectively. The rotation plan now moves the yearly event around the country. Our survey of members confirms we made the right decision, and we are seeing more robust bids to host the conference.

Carol L. Watkins, CAE

Executive Director, National Dental Electronic Data Interchange Council, Phoenix

This year we incorporated an afternoon of social events in the middle of our annual conference. A majority of attendees appreciated [the events], and they all liked that it was a part of the conference at no additional cost. Some, however, felt this type of activity would be better before or after the conference. There were enough negative comments that we will evaluate the placement of the social events, but at least for the coming year they will remain a part of the meeting.

Sal Martino, CAE

CEO, American Society of Radiologic Technologists, Albuquerque, New Mexico

In May 2012 we introduced a premium membership option as a way to reward our most active and engaged members. For a $20 annual fee in addition to regular dues, premium members receive discounts on products and event registrations, an exclusive “insider” newsletter, advance notice of research results, and concierge-level service from our staff. Members appreciate the program because it saves them time and money, which in turn increases member loyalty and satisfaction.

Donnelly Eurich, CAE

President and CEO, Eurich Management Services, LLC, Lansing, Michigan

We have struggled to get members to visit our tabletop exhibits during receptions at one of our small conventions. Several years ago we went with the idea of giving each exhibitor a specialty Michigan-made craft beer or wine to sample at their table, along with a complimentary hors d’oeuvre. We changed to a cash bar for mixed drinks and eliminated the centrally located food station. The change was a hit with exhibitors, and members flocked to their tables.

(illustrations by Monica Hellstrom)

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