Dalkin: Association focus must change under USBC
"Somewhere over time under ABC, WIBC and YABA, we seemed to lose focus," said Dalkin. "We became extremely efficient at being processors, collectors and distributors. We process information, collect dues and distribute awards, which in today's society can be done a lot quicker electronically."
Dalkin went on to explain that in today's society, people have a different mentality. They no longer are as concerned about the process (i.e. delivery in four to six weeks) like they were 20 years ago. Instead, they are looking for immediate action.
"We are operating in a new society. The average consumer doesn't care about the process as much as they do if all of their needs are met (i.e. service)," said Dalkin. "We must react to the new consumer."
With that said, local associations will continue to be essential to the success of USBC. Dalkin said local associations will be essential to USBC's success but will need to change their focus from the past.
"As we continue to move forward under USBC, we need to redirect the energy of our biggest asset - local associations - from a process mentality to a service mentality," Dalkin said. "We need to look at how we can provide our members with better service and information to help make their experience more enjoyable. Thus, personal contact will become even more important.
"If our members fail to see that we're relevant, we will soon cease to exist despite our merger. Relevancy is critical."
Dalkin concluded by stating that USBC's responsibility will be to train local association officials and provide them with the tools and resources (i.e. volunteers) to make the successful transition to a service operation.
A year later, Dalkin still thinks that it is important to change the role and mindset of the association volunteer from process centered to service oriented. It is so important that it is part of the organization's overall Strategic Plan.
By Al Smith USBC Communications