In the US and Europe, there is a profession known as an association executive. No such profession currently exists in the Philippines, at least not a recognized one or called as such.
Most associations and membership organizations here are both governed and managed by elected volunteers that constitute a board of trustees. This is quite different in the western world where associations are governed and managed like corporations—i.e., there is a volunteer board that governs (set strategic directions, formulate policies and provide oversight) and a separate management staff led by a paid chief executive (or executive director) who manages the daily operations of the association (please refer to my column on March 9, “Association Governance Models”).
For associations here with paid professional staff led by a secretary-general or an executive director, I wish to share my experience as an association executive for over 25 years. As far as my experience goes, the following are the five essential attributes of an association executive, which I refer to by its acronym, DEPTH:
Dedication—The quality of being committed to a task or purpose. Associations thrive and sustain themselves because of their purpose, i.e., advancing a cause or advocacy. Dedication also connotes a self-sacrificing devotion and loyalty, requiring total familiarity of the organization and the hard work it entails to do so. The nature of their job demands that association executives focus on mission-critical services to members of the association.
Entrepreneurship—The capacity and willingness to develop, organize and manage a “business venture” along with its inherent risks in order to make a “profit”. While associations are considered “not-for-profit organizations”, it is incumbent upon them to raise funds and generate revenues to be a sustainable organization. Entrepreneurial spirit is characterized by innovation and risk-taking, and is an essential part of an association’s ability to succeed in an ever-changing and increasingly competitive marketplace.
Passion—Putting more energy into something than what is usually required. More than just enthusiasm or excitement, passion is about fulfilling a vision with a whole heart, mind and soul. This is what keeps an association executive awake at night, thinking of what more can be done for the association and its members.
Temperament—The combination of mental, physical and emotional toughness. Due to the diversity of people and the dynamics involved in association management, it is imperative for an association executive to adapt, adjust, compromise and to take a middle ground when the situation calls for it.
Humaneness—Characterized by tenderness, compassion, sympathy and respect for people. Associations are communities of people and, as such, requires the association executive to give due consideration to the needs and aspirations of its members.
A final thought: An association executive must also have the stock knowledge of the profession or trade, which he or she represents and the ability to make good judgments and quick decisions on matters facing them. These key traits and convictions are what depth for an association executive is all about.
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The column contributor, Octavio “Bobby” Peralta, is concurrently the secretary-general of the Association of Development Financing Institutions in Asia and the Pacific (Adfiap) and the CEO and founder of the Philippine Council of Associations and Association Executives (PCAAE). PCAAE is holding the Associations Summit 5 (AS5) on November 22 and 23 at the Philippine International Convention Center (PICC) which is expected to draw over 200 association professionals here and abroad.
The two-day event is supported by Adfiap, the Tourism Promotions Board and the PICC. E-mail inquiries@adfiap.org for more details on AS5.
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