Relation-centered Management: An Approach Uniquely Designed for Membership-based Organizations (MBOs)

Relation-centered management (RCM) is a multi-faceted and multi-dimensional process used by volunteer and staff leaders within membership-based organizations (MBOs) to advance the needs, interests, goals, and aspirations of their members, their specially-designed membership communities, as well as their members’ respective fields of endeavor.

While the definition may sound a bit overwhelming, its application within MBOs is actually very simple.

This approach, through a series of adjustments and adaptations, merely transforms efforts that are currently transactional in nature to an experience for members that is more relation-centered. By doing so, MBOs teach their members how – on their own and in the future – to make the most of their membership. It shows them how to get what they need, when they need it, and in a format that works best for them.

This approach doesn’t require MBOs to change the way they craft the strategies within their programs, products, and services. But it does give them insight into how they can adapt and adjust them to generate better outcomes; thus delivering more meaningful and purposeful experiences to members while also generating mutually beneficial outcomes for their organizations.

But that’s not all.

The process also changes the way that MBOs interact with members. It adjusts and adapts existing strategies to ensure that members connect directly with those members who possess the information, knowledge, expertise, and experiences relevant to their members’ needs, interests, goals, and aspirations.

No. Current applied research efforts have proven that volunteer and staff leaders can generate better outcomes by simply introducing a relation-centered approach into any singular function, strategy, or action. Its success is dependent on volunteer and staff leaders’ willingness to adopt relation-centered assumptions and concepts.

Additionally, we realize that new concepts often require the development of a glossary dedicated to defining and redefining key concepts and terms. Our Relation-centered Dictionary for Association Management – which premieres in April 2024 and is updated annually – offers standard relation-centered definitions for terms specific to the body of knowledge for association management.

Specific examples of how MBOs have successfully adjusted their strategies to be more relation-centered can be found in the Melos Institute’s groundbreaking book: The Member Engagement Paradox: Overcoming 7 Obstacles to Build and Maintain Thriving Membership Communities.

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