Most importantly, do professionals truly benefit from the time spent learning management techniques and participating in educational programs? Increasingly the answer is yes. As evidence, the number of schools in the Chicago area offering programs with a focus in nonprofit management has tripled in the past 10 years.

"It is important for my education to keep up with the fast pace of the association world," says Kim Klausmeier, president and CEO of the Lincoln Park Chamber of Commerce. "And as my organization grows, I have an even greater need for information and ideas on fundraising, management, membership, and other association issues."

In asking these important questions, association leaders are focusing on how to improve their skill base and help their organization grow as effectively as it can to meet the needs of its constituency.

Why management education specifically?

Webster's dictionary defines management as the ability "to handle or direct with a degree of skill" and "to treat with care." This is what association professionals and nonprofit leaders do—direct with skill and care the operations of their organizations. Thus, effective management is critical to success. And learning important management skills can help professionals lead their organizations to new heights.

Education can help leaders understand and meet the challenges of management. Management education, specifically, provides clear organizational benefits including identifying new industry trends, learning new technologies, and examining best practices of successful organizations. In addition, personal benefits exist for the participants by providing opportunities to build networks with other leaders, to step out of the day-to-day operations, to think strategically about the organization and to learn critical skills to enhance their performance as managers.

These organizational and personal benefits combine to enhance the leadership ability of professionals who participate in management programs. Here's how:

• Identify new industry trends. The competitive environment is constantly changing. To stay ahead, to grow and be successful, organizations need to understand where their industry is going. For many members, the association is their guide to this changing marketplace. As leaders of the association, gaining insights from faculty who are pushing the frontiers of knowledge will help build new programs to meet changing needs and to attract new members. Faculty and management faculty in particular, have the opportunity to survey the landscape and to make comparisons across fields and disciplines. This ability enables them to study trends, create models and make projections, all of which help their students make more accurate forecasts for their own organizations.

• Learn new technologies. One of the fastest growing parts of any enterprise is the technology. Every business and nonprofit organization must deal with evolving technology and increasingly technologically savvy constituents. The March issue of FORUM featured an article highlighting new techniques. Technology is a tool that includes Web sites, meeting announcements, surveys and online education delivery. However, technology is also a critical management issue. How will new technologies be incorporated into budgets? What current services will be made obsolete by technologies? How do managers plan to serve a new generation of constituents?

"One of the big challenges facing nonprofits is the technology divide between generations of supporters and constituents," says Chief Executive Officer of the Kidney Cancer Association Bill Bro. "Younger people simply assume that all organizations will have primary functions available online. It is difficult for some organizations to accept the inevitability of this shift in how charities interact with their constituents."

• Examine best practices of successful organizations. Learning is not confined to a classroom. Often, experience proves to be the best teacher. Management education programs provide an opportunity for participants to learn from the experience of their peers and to explore through case examples and discussion best practices from a variety of organizations. Association leaders may be familiar with organizations in their field or geographic location. Participating in an education program enables them to reach beyond those boundaries and find positive role models in other industries and locales. Learning what has worked (or not worked) for other leaders can help an executive deal with the challenges she faces in her own shop.

• Build networks. "No one understands nonprofit management like other executives and as my association grows, so does my need for a larger circle of networking contacts," Klausmeier says. "Attending seminars and other courses not only keeps my chamber on the cutting edge, it also gives me a reason to meet my colleagues who are able to act as a ready-made advisory group who I can call on throughout the year as issues arise."

This network not only supplies best practices as described above, but also provides association professionals with ongoing connections and interactions that can prove beneficial long into the future.

• Think beyond day-to-day challenges. The daily operations of associations are filled with immediate needs, activities and the occasional crisis. Participating in a management education program enables executives to leave the "daily grind" behind and focus on their organizations' future strategic directions and growth. Together with peers and learned faculty, the manager can brainstorm new service ideas, identify areas of weakness and strength, plan for the challenges of a new market or competitor. These individuals return to their professional roles rejuvenated and recommitted to the success of their organizations after one day, several days or weeks in the management program. Often they find a new perspective that enables them to focus on the critical "big picture" issues.

Critical skills

One of the most important benefits of management education is the critical skills that managers learn through their participation. Several essential areas of skill building—including fundraising, management, and membership—have been mentioned. Local management programs offer a variety of programs for nonprofit and association leaders. (See sidebar for examples.) The skills provided by these programs complement the practical experience executives have had in their careers.

"Our nonprofit curriculum offers managers the chance to learn finance, accounting, marketing, and other traditional business topics along with important skills relevant specifically to nonprofit/ association management including strategic partnering, fundraising and performance measurement," says Donald H. Haider, director of the Kellogg School Center for Nonprofit Management at Northwestern University. "This blend provides the best of both worlds to our participants whether they are MBA students or experienced executives."

Association professionals are looking for skills they have not yet mastered in their careers, or skills that previously they had not needed. Partnering, for example, has become an important issue for all nonprofits and associations. The keys to successful partnering are not tools that most managers have acquired. In his book Nonprofit Mergers and Alliances: A Strategic Planning Guide, author Thomas A. McLaughlin discusses strategies for developing alliances. He highlights the opportunities for associations writing, "What organization is better positioned to facilitate collaboration among a group of nonprofits than an association of them?"

Fundraising is continually cited as a significant challenge facing nonprofit and association managers. There are never enough resources to meet demand. And fundraising is rarely a manager's favorite task. The opportunity to learn better techniques and tactics spurs executives to seek fund-raising education in all manner of ways. The Association of Fundraising Professionals and many other local organizations offer conferences, seminars, and multi-day programs directed at building executives' confidence and abilities to raise more money for their organizations.

Another area of recent focus is performance measurement. Evaluation has long been part of an association's day-to-day operation: evaluation of programs, member satisfaction surveys, feedback in all manner of ways. Today, it is increasingly important that organizations measure their impact. Many associations are the primary provider of education to their constituents regarding their industry. As the Internet and other technologies make information more accessible, associations need to evaluate what other impact they have on their members. What value are they providing that will attract and retain membership?

Programs available

The Chicago area has a wealth of opportunities for association leaders to continue their education and to build their management skills. Programs range from full-time MBA programs focused on nonprofit management to one-day seminars on specific topics. Depending on the educational background, career focus, and time-constraints of the executive, a program exists to provide a quality educational experience. Types of programs available include:

• Graduate degrees. Offered by a number of institutions, degree programs including MBAs, MPAs and others combine management, public administration, education or other coursework with a focus on nonprofit management. MBA programs provide strong management training in traditional "business" areas such as accounting, organizational behavior, finance, strategy, etc. These programs include nonprofit management topics including fundraising, governance, performance measurement and others.

"North Park University's Master of Management in Nonprofit Administration, offered through the School of Business and Nonprofit Management, provides a broad educational experience to those working in the entire nonprofit community—schools, museums, religious organizations, charitable organizations, hospitals and associations," says Wesley E. Lindahl, dean of the North Park University School of Business and Nonprofit Management. "Participation and assignments in many of the courses allow students to probe and explore directly the practical application of the material to their particular interest—including interest in association management."

Graduate degrees are offered on a full-time schedule (usually taking two years to complete) or a part-time basis (usually evenings or weekends).

• Executive education. Also referred to as non-degree programs or certificate programs, these educational opportunities afford executives the opportunity to focus on specific topics including fundraising, board governance, alliance building, etc. They can be standalone programs or linked in a series. Some of these programs bring together academic faculty and experienced practitioners to connect theory and practice.

"We believe that the involvement of leaders from the association and nonprofit sector enhances our educational experience for the participants," Haider says. "They can learn from the best practices as well as the challenges others have faced."

• Seminars and Conferences. The opportunities to attend seminars and conferences on topics related to management are abundant. (See sidebar that illustrates some of the local opportunities.)

The importance of education

Dean Dipak C. Jain of the Kellogg School of Management underscores the importance of education. "In today's dynamic marketplace, it is not enough to excel in your current environment — you must also envision the future," he says. "You must develop winning strategies and, more importantly, sustain them."

As association and nonprofit professionals, management education is a key way to improve the effectiveness and the success of the enterprise. No matter what type of program or learning environment, the opportunity to focus on future strategies, develop core competencies and network with peers to learn best practices is a critical asset for leaders of all organizations.

"Continuing education programs keep me motivated by helping me step out- side my organization for a fresh new look on how to tackle age-old problems," Klausmeier says. "They are also an excellent way to meet my colleagues who often have valuable insights to offer from their own association experiences."

Bro echoes this sentiment. "The diversity of attendees at these executive education programs is also useful in developing durable peer-to-peer relationships from a broad spectrum," he says. "The fact that people from the private sector also attend these programs to improve their understanding of how nonprofits operate speaks to the innovative manner in which this learning can be applied."

Liz Livingston Howard is associate director of the Center for Nonprofit Management of the Kellogg School of Management at Northwestern University. Her career began in nonprofit development and she earned her BA and MBA from Northwestern University. She may be reached at liz-howard@kellogg.north western.edu.

Selecting a program to meet individual needs

In identifying a program, association professionals should consider a number of factors: their educational background and professional experience, their preferred learning environment, the amount of time available for coursework, and the commitment of the organization's leadership toward education.

Educational and professional experience

Depending on the individual's previous experience, one or more types of educational programs may be appropriate. For those without a management focus in their previous educational experience who currently serve in a management capacity, often degree programs provide the best opportunity.

"Most courses in the nonprofit administration program, such as marketing or human resource management, are very applicable to daily operations in an association," says Tracy Riggan, manager, meetings & events for IPC, Association Connecting Electronics Industries, and a student in North Park University's master's degree program. "Associations often use volunteers and their board in different ways than other nonprofit organizations but can learn other ways to interact with or manage these aspects of their organizations through both the coursework and the networking among students."

Executive education programs provide opportunities for leaders with previous management education and little practical nonprofit experience or those with strong mission related experience and little management training to gain specific the skills they need to benefit their organizations.

Preferred learning environment

The primary difference between degree and non-degree programs is the learning style. Both will provide lectures, class discussions, and potentially on-line opportunities. However, degree programs will test the participants learning and award grades based on performance. Executive education, certificate programs, and conferences will focus on a learning objective, not on a graded performance.

Time availability

Degree programs require weekly course attendance over a significant period of time. Certificate and executive programs are generally of a shorter duration and seminars or conferences would be one-day events. How much time the student is willing to commit must be a driving force behind the selection of a program.

Organizational commitment

The support that a professional receives from his/her organization can be an influential factor in the selection of a program. If the organization has a tuition reimbursement program that may be a key driver in the selection of a degree program as the costs of those programs are substantial. For programs of a longer duration, the support of the administration and staff of the organization is essential as the student may be out of the office for a period of time. In addition, one of the key benefits to management education in any form is the opportunity to develop new ideas and new energies for the organization. The leadership must be open to implementing some of these new concepts and encouraging the development of its future leaders.

Resources (in Chicagoland)

In the Chicago area, association professionals and other leaders of nonprofit organizations are participating in a variety of different management programs. This list is by no means comprehensive, but highlights several of the key educational opportunities for nonprofit leaders.

Management programs

Kellogg School of Management at Northwestern University: Through a series of executive education programs and a long established MBA program, the Kellogg School provides degree and non-degree academic programs for nonprofit practitioners. (www.kellogg.northwestern.edu/ nonprofitexeced)

Loyola University Chicago: The Philanthropy & Nonprofit Sector Graduate Certificate Program consists of a three course sequence that provides learners with an in-depth understanding of the underlying theory, practice and public policy issues surrounding the field of philanthropy and the nonprofit sector. (www.luc.edu/philanthropy)

North Park University: Through the Axelson Center for Nonprofit Management and the School of Business and Nonprofit Management, North Park serves the educational needs of nonprofit professionals through undergraduate, graduate degree and certificate programs, on-site training and a symposium series. (www.northpark.edu/sbnm)

Roosevelt University: The Certificate in Nonprofit Management in the School of Policy Studies of the College of Arts & Sciences is designed for busy managers in search of practical education that is immediately useful. (www.roosevelt.edu/cas/sps/cert-npm.htm)

Spertus College: The Center for Nonprofit Management has professional education workshops and an advanced degree program in human services administration to enhance professional development. (www.spertus. edu/college/mshsa/index.html)

University of Illinois at Chicago: The UIC Online Certificate in Nonprofit Management emphasizes interactive learning with seasoned instructors guiding each class. The program is entirely online. (www.uic.edu/cuppa/gci/programs/ profed/online/overview.htm)

Seminars and conferences are also an important way in which professionals can learn new skills and focus on trends and best practices of the industry. Here are a selection of conference and seminar providers:

Seminars and conferences

Association Providers

American Management Association (www.amanet.org)

American Society of Association Executives (www.asaenet.org)

Association Forum of Chicagoland (www.associationforum.org)

Association of Fundraising Professionals (www.afp.org)

Nonprofit Providers

Donor's Forum of Chicago (www.donorsforum.org)

Nonprofit Financial Center (www.NFConline.org)

United Way of Metropolitan Chicago (www.uwonline.org)

National Programs

Center on Philanthropy at Indiana University (www.philanthropy.iupui.edu)

US Chamber of Commerce (www.uschamber.com/institute)