Professional membership organizations are challenged to constantly deliver added value to their members, partners and other key stakeholders. Chief among these challenges in today’s post-pandemic environment is shifting the member and partner value proposition to be – one that delivers a meaningful experience and keeps everyone positively engaged. After all, it’s these stakeholders whose interests are served by the organization, and who enable the organization to live out its mission and increase impact.
The Executive Leadership Council (ELC) is a national membership organization made up of current and former Black senior executives from Fortune 1000 and Global 500 companies. For more than 30 years the ELC has worked to establish an inclusive business leadership pipeline – creating channels of opportunity for Black executives to positively impact business culture and local communities. The ELC is committed to advancing the role and contributions of Black executives and preparing the next generation of Black talent through a series of initiatives, events and philanthropic endeavors.
On behalf of its constituency, the ELC established a focused goal to preserve its esteemed brand and maintain its reputation as an innovative leader.
To ensure that the ELC is positioned to achieve this objective and confirm that its principal stakeholders – members, sponsors and program participants – are gaining the maximum benefit from their participation with the organization, its leadership engaged Luminas to help identify the current, and potential, value delivered to each distinct group. The organization completed a thorough analysis of the unique stakeholder types to explore the following dynamics in light of changing market and societal conditions:
- Existing offerings that will continue to deliver differential value to stakeholders
- New offerings that have the potential to deliver additional stakeholder value
- Current offerings that are at risk of reducing stakeholder value
- Potential headwinds that may challenge the organization long term
The ELC also sought to gain:
- Insight into their differential value creation
- Validated guidance to support the development of a strategic plan and corresponding implementation actions
The engagement concentrated on the 13 discrete stakeholder profiles identified by the ELC; and for each of these delivered the following:
- An assessment of the differential value proposition
- Key strategic insights
- Recommendations for improvement
- Action plans for successful implementation
For the purpose of this case story, we will center primarily on three core Member types: Senior Leadership, Legacy and Entrepreneurs.
Watch our video case story featuring key leaders from The Executive Leadership Council.