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Using Business Intelligence: Transactional vs. Transformational

I was sitting in a consulting workshop a few weeks ago being led by Alan Weiss. Alan was making the point that the most valuable consulting is the kind that focuses on transformational behavior, rather than transactional behavior. That is, there is more value in helping an organization move to a higher level of performance (transformational) than there is helping an organization to better manage its current state (transactional).

The same applies to managing your association management system. For most organizations, the focus is on the transactions taking place in the database (e.g., sales being made, is the contact data correct, etc.). But to really get value from your database, you have to focus on the transformational. By that I mean leveraging the data within your system to really transform your organization. One way to do this is through business intelligence.

At the recent ASAE Marketing and Membership Conference, I spoke about business intelligence and how associations are using BI to leverage the data they have for improved marketing and membership activities. I presented four case studies on associations successfully using BI, and I’m going to use those four case studies as examples of moving from transactional to transformational. Stay tuned…

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Testimonials

“Wes was able to come in and offer tangible, relevant advice that made us more productive immediately. I value his understanding of databases but more so, his understanding of how nonprofits work. There was no lost time educating him about how membership organizations are “different.” Wes recommended changes in processes as well as tips and tricks that were easy to implement made an immediate positive impact.”

Mary Pat Paris, Executive Director
International Registration Plan

“We came to Wes because we were very frustrated with our existing AMS and we wanted to improve our capabilities as soon as practicable. Wes very quickly helped us through a process of identifying our needs, identifying potential vendors, and selecting a new system that we’ll be able to move into very quickly. I especially appreciated Wes’s candor about our processes as well as the systems we were looking at. He was a great resource to have in a period of high anxiety for our organization. I would highly recommend Wes for any similar project.”

Jack Chiasson, CMP Executive Director
National Association of Life Brokerage Agencies

“Wes was able to come in and offer tangible, relevant advice that made us more productive immediately. I value his understanding of databases but more so, his understanding of how nonprofits work. There was no lost time educating him about how membership organizations are “different.” Wes recommended changes in processes as well as tips and tricks that were easy to implement made an immediate positive impact.”

Mary Pat Paris, Executive Director
International Registration Plan

Mary Pat Paris
International Registration Plan

“This is the second database implementation we’ve done since I have been at Western Arts Alliance (WAA). The first I did on my own. This time we engaged Wes Trochlil as our database planning consultant. Let me tell you, this process is a whole lot easier having Wes on your team! For a small association like WAA, it’s tempting for board and EDs to question the justification and expense of a database planning consultant. But it’s the small associations that need Effective Database Management the most. Wes strengthened our planning process, clarified our needs requirements, helped us steer around solutions that couldn’t meet our objectives, and saved us money in the long haul.”

Tim Wilson, Executive Director
Western Arts Alliance

Tim Wilson
Western Arts Alliance
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