17 Leadership Revenue Growth Wisdom: Rick Harris’s Playbook Know When to Let Go » Watch for diminishing energy and excitement around programs » Plan to sunset most initiatives after 2–5 years » Make room for new ideas by retiring programs at their peak » Use successful elements from retired programs to fuel new initiatives Cultivate Innovation Sources » Pay special attention to younger staff members’ ideas » Visit tables at conferences to gather member feedback » Ask three key questions in every member interaction: - “How’s your family?” - “How’s business going?” - “What would you do to improve the industry?” Rethink Partnerships » Focus on company partnerships over association partnerships » Look for partners who can provide unique value to members » Target potential members as strategic partners » Evaluate partnerships primarily on revenue potential Set Ambitious Goals » Push beyond traditional growth metrics (2–3%) » Create stretch goals that energize your team » Tie initiatives directly to strategic plan objectives » Track multiple revenue streams for each program Make It Fun » Use competition to drive engagement » Create memorable experiences (like championship belts) » Don’t fear being different from traditional approaches » Look for unexpected media opportunities Strategic Planning Tips » Keep your strategic plan visible and reference it daily » Map new initiatives to specific strategic objectives » Create position papers linking ideas to strategic goals » Build revenue forecasts around multiple income streams “Take what you have and see if you can break it down and have it earn in two or three or four or five more ways.” – Rick Harris This growth isn’t just about numbers. Harris emphasizes that the ultimate measure of an association’s success is its impact on members’ lives. “Can you take a group of people and help move them to the next level in their careers?” he asks. “Do they make more money because they’re with you? Do their salaries increase?” Looking Around the Corner In an industry that’s constantly evolving, Harris emphasizes the importance of “looking around the corner”—anticipating trends and opportunities before they become obvious. This involves careful reading of industry publications, conversations with member company CEOs, and a willingness to take calculated risks on new initiatives. “Most of what we produce hits,” Harris notes, “because we’re looking around the corner.” This forward-thinking approach, combined with a relentless focus on execution and member value, has helped APMP consistently exceed growth targets and create innovative programs that serve their community while driving revenue. For association executives seeking to break out of traditional revenue models, Harris’s message is clear: the ideas are already there, waiting to be discovered within your organization. The key is creating an environment where innovation can flourish, maintaining strategic focus, and having the courage to try new approaches—even if they involve championship belts. KiKi L’Italien is the Editor-in-Chief of Association Chat Magazine and host of the Association Chat podcast. She explores topics that matter most to association leaders and professionals.
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