What are associations that are thriving doing today? That’s the question Mary Byers, CAE, author of Race for Relevance, set out to answer. And you’ll find out what she learned in our new e-Learning Course, Momentum: Strategy Starters for Today’s Association Professional.

This three-module course, powered by Elevate LMS, features video interviews, valuable resource downloads, case studies, and quizzes. You’ll also gain key insights from what Mary has learned as she’s connected with associations around the world. The modules are followed by a Capstone Livestream Event on Friday, November 16, at Noon Mountain time / 2 PM Eastern time during which Mary will share bonus strategies and answer your questions LIVE.

Qualifies For 3 CAE Credits

The program is complementary for VMAE members (use the code: VMAEmember) and $275 for non-members.


Questionology™: Harnessing Advanced Inquiry to Drive Strategy

Challenging assumptions and asking the right questions are two ways to drive business success. In this module you’ll learn:

  • The new questions associations need to ask and how the answers can change your trajectory
  • How small tweaks can create big gains
  • How to create a questioning culture
  • Why both confirming and disconfirming matter

What to keep in mind when asking hard questions

Experiment: Permission to Win When Nothing is Certain

Glenn Allen, co-founder of OpenTable, says “Breakthroughs in business don’t follow set formulas. We must continually explore options, test and modify our assumptions based on results and feedback. Then, we can adapt to what we experience and learn.” 

Rigorous experimentation allows an association to lead and adapt consistently while still meeting the day-to-day demands of the organization. In this module you’ll learn:

  • How to set up experiments
  • Why new programs don’t always need (and shouldn’t have) a splashy rollout
  • How to use project teams for simultaneous exploration
  • Promoting experimentation so volunteer leaders come to expect it
  • How pricing and packing experiments are essential to your future
  • How an experiment can lead to a signature program

Leap: Strategies to Accelerate Progress and Make Big Gains

What should you do when you are being outpaced by change? Or when your member market has changed significantly (and your association hasn’t)? Or when your very existence is threatened? In this module you’ll learn:

  • How one of the largest engineering societies in the world used four leaps to survive “The Great Recession”
  • How to harness a 90-day sprint to create move-ahead gains
  • How tackling a member challenge head-on created a leap for one agriculture association
  • The value of data in leapfrogging
  • How taking one step creates momentum

Capstone: A Live Webcast with Mary Byers, CAE

Friday, November 16, Noon Mountain / 2 PM Eastern

During this live webcast, course participants will explore additional strategies starters and have an opportunity to ask questions. The webcast, which will run approximately one hour, will also be recorded for on-demand access.

Book Club

To facilitate peer learning, VMAE has created the Momentum book club where participants can discuss key learnings and share “aha!” moments at the conclusion of each online module.  Participants can register for one, two or three book club sessions.  Hosted by The Bridge Club and utilizing their engaging video conferencing platform, these moderated discussions will occur as follows:

  • Questionology™ – Thursday, August 30, Noon Mountain / 2 PM Eastern – register here
  • Experiment – Thursday, September 27, Noon Mountain / 2 PM Eastern – register here
  • Leap – Thursday, October 25, Noon Mountain / 2 PM Eastern – register here

Can’t make the book club calls work in your schedule?  No worries.  The online modules are available 24/7.  And even if you can’t make the Capstone webcast on November 16, no worries there either because it will be recorded for future access.  Momentum is flexible – you set the pace of your learning.

Sample Module