Association Executive

Steve Milano served as the executive director of the U.S. Professional Tennis Registry Foundation from 1988-1992. The USPTRF was a 501(c)(3) educational foundation which published TennisPromagazine and held an annual, international tennis coaching symposium. The Foundation was the non-member, sister organization to the 10,000-member U.S. Professional Tennis Registry, a trade association for tennis teachers and coaches.

From July of 1997 through June of 1999, Steve worked for Knight Enterprises, Ltd. an association management firm which handled all operations for eight different associations. Steve acted as executive director for the Kansas Wildlife Federation for six months, in addition to his duties as KE's director of publishing.

Steve is currently the executive director of the 600-member Georgia Defense Laywers Association, as well as the founder and executive director of the 300-member U.S. High School Tennis Association. He recently finished a contract as executive director of the 450-member GA Chapter of the American Society of Landscape Architects.

Keeping in mind that non-profit organizations generally do not have the funds to adequately staff public relations, advertising, publications, meetings and other important departments necessary to the optimal success of the organization, the main qualification I bring to any association is the exact background that most nonprofit seek -- I am a generalist with broad a background in the following areas...
 

Management
Having worked with small budgets on large projects, I understand the critical importance of planning, budgeting and managing all areas of an association in order to coordinate the limited resources of an organization to their best potential.

I stay involved not only in executing specific Board directives concerning individual events, activities, programs and publications, but stay on top of the day-to-day financial aspects of the operation as well.

I can work closely with a publications department, using my editorial, design, production and financial backgrounds to ensure the highest quality materials possible within the budget.

I can work closely with a meetings department to ensure that all aspects of a trade show, conference, seminar or annual meeting are executed to the high standards of the organization, while staying within budget. My event experience has taught me that the devil is in the details (from badges to table cloths to catering to program books), and I do sweat the details.

Working with Boards
I understand that Boards are generally comprised of important and influential industry persons who volunteer their time for the good of the association, but who are generally strong, successful individuals who want an executive director or managing director who understands that he or she works for the Board, not vice versa.

I know that some association executives find that working with Boards and Committees can be slow, time consuming and frustrating, but I am aware of the challenges of working with Boards, have no problem doing so, and am adept at finding the common ground between various factions within an industry and managing the politics of an association.

Advertising & Public Relations
With a degree in advertising, as well as more than a decade of experience buying, selling designing and producing print and television advertising, I have worked with major consumer companies (Adidas, BMW, Coca-Cola, Dunlop, etc.) and their agencies, as well as small advertisers on a budget, and can handle the advertising needs of any association at the highest level of competence and success.

With my background in communications and promotions, I can help develop successful marketing and public relations campaigns for any association.

Publications & Communications
From brochures to membership solicitation and dues renewal letters to programs books, newsletters and full-blown magazines, I have produced a wide variety of collateral materials. In addition to bringing a strong creative background to the task, I have design and production skills which allow me to produce materials which reflect very well on any association, while staying within the organization's budget.

Web site
I have developed four Web sites from scratch, working with professional developers on various association and magazine web sites, including the association/e-commerce site, ushstca.org. I have learned Netscape's Composer and Microsoft's FrontPage web design programs.

I understand the value of a Web site to an association as a member benefit, and have recently launched a completely electronic membership association (magazine posted monthly on the web; dues renewals sent by e-mail; registrations taken by credit card; conference announcements and registrations; etc.).

By offering members the opportunity to receive the majority of their association materials via the Web, the subsequent reduction in printing and postage costs to a large association could be extremely attractive.

In addition to delivering association materials to members via the Web, delivering benefits (news and information,  sponsored contests, giveaways, etc.) is an exciting new way to enhance any association's offerings.

Click here for more information on my web site development background.

Conferences & Trade Shows
As the manager of a small, 40-booth trade show for three years, I know the basics of the trade show game.

I solicited exhibitors, handled their registration and booth needs, selected and coordinated speakers, worked with the exhibit and audio visual companies, contracted the catering, developed all attendee materials including the program book, publicized the event and took registrations.

And did so with no staff!

Handling virtually every aspect of this tennis trade show for three years has given me the experience to successfully guide qualified staff in the planning and execution of a conference or show.

Working for a large association management firm which runs three, large trade shows for national associations has allowed me to keep current on the latest technologies associated with this field.

Membership Recruitment and Retention Programs
Using my background in sports marketing and events and promotions, I am able to develop programs which offer enhanced value to any association membership. Seminars and workshops, publications, product discounts, web site content, trade shows, special-interest videos, wearables, premiums and contests are all methods which increase the attractiveness of membership in an association.

While no gimmicks or freebies can substitute for the core benefits of membership in an association, the more added-value benefits that membership offers, the greater the number of new members and renewals.

Summary
In short, while your association may be able to find a person with more database management skills OR more trade show experience OR more web site experience OR more experience specific to your industry, I'm sure you'll agree very few candidates you interview have hands-on experience in all of the areas above, at the executive level of experience which I have developed over the years.