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As an association leader, you've probably used words like “culture,” “family,” and “authentic leadership.” But it’s worth asking yourself: Are you backing up these words with real actions? Or are they just nice-sounding terms that don't actually shape how your association works?
Right now, many associations are reaffirming their core values and how they meaningfully communicate and live out those values to their staff, members and the public. Here are some thoughts to consider as you move forward.
Leaders Must Model the Values They Preach
When you consistently demonstrate your organization’s values in your everyday actions, people notice. This creates a positive chain reaction throughout your association.
For example, if your association claims to value open communication, think about how you handle difficult news. When membership numbers drop or sponsorship revenue decreases, do you share this information with your staff along with a plan to address it? Or do you hide the problem? Do you seek out feedback, perspective and ideas from your team members who could provide innovative solutions based on their experiences?
If staff see you being honest about challenges, they'll be more likely to communicate openly themselves, which leads to increased trust and collaboration.
Regularly Review and Update Your Values
Not all values should be set in stone. Good association leaders work with their board members to regularly assess whether their stated values still make sense for their organization.
Values like tradition and consistency can emphasize an association’s intent to honor the work done by those of past generations, but they can also attribute to resistance to new ideas or an unwillingness to let go of programs that no longer benefit members.
This review process should happen yearly. Ask straightforward questions like:
Create Clear Expectations and Real Consequences
This is where many associations struggle. It's not enough to have core values written down—you need to clearly explain what behaviors align with those values and what happens when someone doesn't follow them.
Many associations rightfully state that integrity is a core value. To make this real, create guidelines about conflicts of interest or codes of ethics that address the specific behaviors required. While it can be difficult to follow through on consequences—which could include, for example, removal from the membership or a leadership role—taking action when situations arise show everyone that the value of integrity has real meaning.
Putting It All Together
Creating a values-driven association requires courage and consistency. Here's what it looks like in practice:
1. Choose values that truly matter to your mission and purpose.
2. Demonstrate these values in your own actions every day and encourage them in others.
3. Review and update your values regularly with your board.
4. Create clear expectations for behavior that aligns with these values.
5. Follow through with appropriate consequences when values aren’t upheld.
Your staff and members can tell the difference between empty words and genuine values in action. When you truly walk your talk, you create an association where people are proud to belong and eager to contribute.
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Sarah Sain, CAE, is a communications professional with two decades of experience in journalism and editing, content strategy, project management and team leadership. She’s passionate about helping mission-driven organizations and associations communicate clearly with and deliver strong content to their members. Follow her on LinkedIn.
