Kellen Management and Consulting Co' Ltd'

1

• Kellen Management and Consulting Co. Ltd.
• ??????(??)????
• Association Management Success
• 8 September 2009
• Beijing

2
Welcome Introduction

• Alfons Westgeest, Group Vice President
• Kellen Company
• ???
• ?????????
• ??? ????
• Steven Basart, Senior Consultant
• Kellen Management and Consulting (Beijing) Co.
  Ltd.
• ???
• ??????(??)???? ????
• ?? ??
• Association management success in China and
  GloballyChinese associations and Global
  Associations are managed differently. Leadership
  and Staff relationships are always a key factor
  in growing the association. What can we learn
  from each other and which role can association
  management companies play to build for mutual
  success? What is the general association
  development in China?

3
Kellen Experience - Regional Associations

• Kellen Global Leader
• Accredited with
• Association Management Company Institute
• 195 Employees / Employee Owned
• New York Atlanta Washington,D.C. Tucson
  Brussels Singapore Beijing M East
• Alliances India and Membership WorldCom
• 100 association clients, esp in Asia
• Serve 10,000 companies and 100,000 professionals
  worldwide

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Kellen - Integrated Solutions Provider

• Association Management
• Global Reach/Capabilities
• Long time experience in management and global
  advocacy work
• Communications/Public Relations
• Internet Services, Creative Services
• Meetings and Conference Management
• Best Practices

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Kellen - Association Management

• Leadership and Vision
• Strategic Orientation
• Board Leadership Collaboration
• Membership Focus
• Bottom Line Orientation
• Strong Financial Management, Infrastructure
• Neutrality and Independence
• Industry expertise through members
• and staff or affiliates

6
About You

• Please raise you hand
• 1. Who works in an association?
• 2. Who works in an association that is China
  based

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Part 1 Global Associations

• Globalisation and global issues cannot be ignored
  
• ?????????????
• Associations can play an important role in taking
  into consideration global concerns
  ??????????????????
• - either opportunity ????
• - either limiting risks ????
• Distinction needs to be made ?????????
• - a national/regional association taking into
  account global issues, ??????????????????,??or
• - an association active on international/global
  level ???????????????

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Types of global association ???????

• In general, 3 types of global associations
  ????,????????
• 1) Alliances ??
• 2) International association ????
• 3) Regional or Global association ????

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Added value ??

• Taking into account the global level within an
  association has certain advantages
• ?????????????????????
• Advantage for the association ?????
• - being perceived as global knowledge centre
• - incentive for membership development
• Advantage for the members ?????????
• - Increased competitiveness
• ? information on new legislation
• ? market intelligence and trends

10
Alliances ??

• Example ????
• Battery Trilateral Working Group
• European, Japanese and American battery
  associations
• Meetings are organised every 18 months
• Exchange of information
• Formalities are very low ????
• Common interests (battery legislation) but no
  common markets ???? ???????
• Every association organises in turn the meeting
  (and bears the cost for it) ?????????? (????)

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Associations North American Area

• U.S. Non-Profit Organizations
• ??????
• Built around a private interest or public concern
  for non-commercial purposes

• Arts
• Charities
• Industry
• Professional
• Education

• Politics
• Religion
• Research
• Sports
• Medical

• 150,000 trade and professional associations in
  the U.S.

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Associations North American Area

• U.S. Trade and Professional Organizations
• Do not operate to generate a profit
  Contributions generally tax-deductible
• Run by Directors, Governors or Trustees
• Based in Washington D.C., NY, Atlanta, Chicago
  etc
• What are associations for ?
• Legal forum for exchange of ideas (comply with
  antitrust)
• Unified advocate for industry or profession
• Strategic evaluation and guidance (i.e.
  leadership)
• Education of members and publics
• Statistical evaluation and trend analysis
• Networking for members

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Associations European Area

• ??????
• As of the 1950s European federations are created
  by national associations (founding fathers)
  representing local small companies (light
  structure, not so much on the agenda)
• 1980s-90s expanding European sectoral agenda
  increases the need for the European association
  increased activities
• Corporate consolidation and growth companies
  seek direct input to the European institutions
• A distinction between national and European
  associations
• ? geographical focus European Union
  consisting of 27 countries
• ? almost all EU associations have office in
  Brussels, EU capital

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Part 2 Associations Overall Purposes

• What do Trade Professional Associations do?
• ??????????????
• Meetings and Training
• Membership Development and Certification
• Codes Standards, Testing Certification
• Research Technical advancement
• Publishing Public relations
• Fund raising Community service

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Which areas? ????
Internal
Internal
Conflicts ????
Conflicts
Expansion
Finances,
Expansion
Finances,
Strategy ????
Funding ?????
Strategy
Funding
Clients Structure
Client
and Internal Environment?????????
Organisation
Governance
Governance
Efficiency
Efficiency
Issues ????
Issues
Assessment
Assessment ????
Change
Change
Management ????
Management
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Strategic Planning ????

• The Function and Importance of Strategic Planning
  ???????????
• Develop the plan that defines the vision,
  mission, goals and major strategies for the
  organization ????,???????
• Facilitate the development of action plans that
  define actions for implementing the goals and
  strategies in the strategic plan ??????
• Provide guidance in order to optimize the
  internal organization and resources to achieve
  maximum external efficiency ????,?????????????????
  ?
• The Organizational Roadmap for the Future
• ????????????

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?? Governance

• Governance, management and the role of the
  association executive
• ??,????????????
• In general, the structure of an association
  consists of
• Board
• General Assembly
• Working groups/committees
• Secretariat or staff
• ????,???????????/???
• ??????????????????

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Example of structure ??????
Example of structure ?????? But structure is
always adapted to the association!
General Assembly (final decision making power)
Secretariat (supporting role)
Board (decides on strategy)
Working Group (content)
Working Group (content)

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What is a Board? ?????? ?General Assembly?
????????

• The board of directors ????????????
• Consist of senior executives (CEO level)
  ?????????? Board responsibilities ???/?????
• What is the general assembly? ????????
• The general assembly regroups ALL the members of
  the association ????????????????
• Highest decision making body of the association
  and approves recommendations from the
  board/working groups ??????????,??????????????????
  ?
• Approval of accounts and budget, approval of the
  composition of the Executive Board
  ?????????,????????????

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What is the Staffs Role? ??????

• The associations staff plays an essential role
  in day-to-day running
• ???????????????????????
• Number of staff depends on size of the
  association and importance of the sector
  ???????1????????
• ?????
• ??????????
• Scope of activities ??????? Technical -
  Legislative - Organising events
• - Input/involvement of members ?????????
• - Level of supervision of board on work of
  the committees and staff
• ?????,?????????
• Committees are established for issues that are
  complex or time consuming and operate within the
  scope set by the board
• ??????????????????????

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Importance of good governancestructure???????????

• Effective decision making
• ????
• Transparency clear lines of accountability
  reporting
• ???????????????
• Involvement of members is necessary
• ???????

A good and clear structure avoids difficult
discussions and will allow that the association
is able to concentrate on its core activities
???????????????????????????????????????
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Action list

• If you are with an association, make notes of
  what you want to do for your next strategic plan.
• If you are a supplier to the

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Part 3 Management - about Association
Management Company

• Association Management Company Model
• USA Over 500 AMCs in 47 states and 5 countries
• Employ approximately 4,250 people Manage over
  3,100 associations provide outsourced services
  to more
• Serve 3.1 MM association members
• Europe About 15 AMCs proven solution on EU
  Level
• Asia-Pacific Kellen one of first in Region SE
  Asia (Singapore)
• China Kellen is the first AMC in Beijing WFOE
  since 2006

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Management Options Stand-alone vs. Association
Management Co.

• Stand-alone Association
• ???????
• Independent staff/identity
• Own- hired staff/resources
• Need office/overhead
• Investment
• Outsourcing of special needs and projects
• Consultants
• Industry Experts
• Technical Resources

• Association Management Company
• ??????????
• Growing model to operate associations globally
  (satellites)
• For profit firm providing services to non-profits
• full service management
• common knowledge services
• strategic advice
• Serves multiple clients
• Share overhead expenses
• Team approach

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Part 4 China Development - about Associations
in China

• Legislation and Business License
• Current and Future Development
• Role of AMCs to work for Association
  representation and Training Conference support
• New State Council development for a national
  regulation on forming and establishing
  professional trade associations in China
  however, still in process of national law making
  conclusion this is some time in future only.

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Contact - Kellen Company

• Kellen Management and Consulting (Beijing) Co.
  Ltd.
• ??????(??)????
• Alfons Westgeest (???) awestgeest_at_kellencompany
  .com ???????
• Steven Basart (???) sbasart_at_kellencompany.com
  ??
• ??????????????18?????A?11?1177??100027
• 11/F, R.1177, Block A, Gateway, No.18
  Xiaguangli, North Road, East Third Ring,
  Chaoyang District, Beijing, 100027 China
• Phone ??86 10 59231096 Fax ??86 10
  59231090
• www.kellencompany.com