Facilitating Strategy Evolution
and Member Engagement
Helping INAA make global business personal
and take personal business global
Making global business personal and taking personal business global is the vision of INAA, an association of independent accounting firms, with members in 44 countries on 6 continents.
INAA’s success over more than 25 years is based on offering long term value for members. This requires the association to differentiate itself from similar groups, and to demonstrate to members’ clients that it offers a viable alternative to major multinational service providers.
INAA board members are time-pressed entrepreneurs, focused on tangible outcomes for their association and their members’ businesses. The association is managed by a small staff team which takes care of ongoing member service and events which seeks complementary expertise to design and run strategic initiatives.
Over a 3-year period, a series of strategic reviews were performed, which highlighted specific projects required to advance the organisation’s strategy and complement existing volunteer and staff resources.
Exempla’s role included facilitating strategy sessions with the Board, moderating a Q&A session on association development at the INAA AGM, and a broad reaching member survey including phone interviews with members across the globe from Japan to Argentina, and many locations in between.
Running strategy reviews provided a general association health-check, and a more focused strategy, with well-defined time frames, and clearer prioritisation based on member value.
The qualitative, interview-based survey provided better profiling of member needs, interests and issues, and generated insights that allowed the Board to further refine its strategic focus areas.
Work was arranged into projects, with clear budgets and deliverables, with additional advice available on demand through the staff implementation phase.
Another important element was reporting and communications to long term members, whose continued support was vital, where need for change carefully assessed and explained.
Learn more about INAA: www.inaa.org
As a Board of an International Association of Independent Accounting firms supported by a small staff team, we have engaged Exempla on several association strategy and development projects. They have always been proactive and have consistently provided us with constructive but challenging insights. They have understood the functioning of the Association and therefore their advice has been tailored to our specific situation resulting in its swift and effective implementation.
Shariq Contractor, Chairman, INAA Group
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ASIS Europe 2018, Rotterdam.