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Entrepreneurism Matters! Practical Strategies for Association Professionals

Recorded On: 02/24/2015

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Chris Urena

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Tracy White

Advancing Association Education and Professional Development with a Strong Business Model

"Contrary to traditional belief, entrepreneurism is not just about making money, nor is it merely about starting up a Venture or owning a small business—it is a way of life, applicable to all human economic activities" (Kao, Kao, and Kao, 2002).

This session will share practical—and highly effective—entrepreneurial strategies and techniques you can apply within your organization right away. Led by a native “for-profiter" who recently transplanted to the association industry, and a leader in marketing and branding in the association community, you'll get the inside scoop how to lead with an entrepreneurial mindset within an association framework.

Generally speaking, the spirit of entrepreneurism is fundamental and “natural” within for-profit organizations and small businesses. Yet, the same is not true for many associations and non-profits. And while there is no shortage of expertise and/or resources on the concept, often times the models are too theoretical or not directly applicable to associations.

Nevertheless, it’s an exciting time to work for a non-profit organization! The landscape in which we operate is rapidly evolving, and we’re continuously facing new challenges and opportunities. As stewards of the organization, we owe it to our members to be proactive, focused, and innovative. What is more, to remain viable (and indispensable to our members), we must embrace the fact that leading with a strong business model is no longer a luxury, but rather the standard.

This session will share practical—and highly effective—entrepreneurial strategies and techniques you can apply within your organization right away. Led by a native “for-profiter” who recently transplanted to the association industry, and a leader in marketing and branding in the association community, you’ll get the inside scoop how to lead with an entrepreneurial mindset within an association framework.

Chris Urena

Director, ASHA Professional Development

Chris Urena is obsessed with helping associations unleash their untapped potential. And, he’s devoted most of his career to doing just that! Chris began his professional journey at CommPartners, a leading online education solutions firm within the association industry, making extra money (as a CD-producer) during undergrad in 2006. Following graduation, Chris continued at CommPartners and successfully took on several jobs and responsibilities such as: customer support, event management, marketing, and sales. However, he is most fond of his last role, VP of Business Development, a position that allowed him to engage with many high-profile associations in a consultative role and guest speaker.

A life-long learner, Chris left CommPartners in 2013 to expand his mind and experience in association management and took a position at the American Speech-Language-Hearing Association (ASHA), as Director of Professional Development. His unit is charged with generating a significant amount of non-dues revenue, so Chris is right at home infusing his business savvy and energy into the fold.

In his spare time, Chris enjoys staying fit (and sane) by running several miles each day, and is planning to re-learn the piano. He recently completed his MBA program, and wishes to finish another master’s program that he placed on hold several years ago.

Tracy White

Brand Manager, ASHA

Tracy White started her career in publishing where she leveraged her strategic direction to build and brand an up-start magazine—turning it into a fast-growing, highly profitable, multi-media brand. White now puts her creative and strategic vision to work at a non-profit association in the DC area, where she manages the marketing and branding of one of its flagship brands. White is a popular speaker—speaking across the U.S. and in countries as far away as Japan, New Zealand, and South Africa. She is the author of two books and holds a Master’s degree in communications.

When we conceived the Elevate Learning Platform a primary objective was to foster the integration of knowledge from thought leaders with peer ideas and experiences to create a strong social learning environment. When you enroll in a webinar, you will immediately have the ability to join a forum discussion around the topic for this program. You have the option of receiving a notice each time someone posts to the forum. We expect our session leaders to support these discussions with their thoughts on their topic. What traditionally has been a 60 to 90 minute session can now evolve into a much more meaningful engagement.

ON THE DAY OF THE EVENT
You will be able to login 15 minutes before the event begins.

Note that this program will be utilizing streaming audio (through your computer speakers).

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