Glenn Campbell, Executive Director, Canadian Association of Optometrists
In 1998, I joined the Canadian Association of Optometrists as its Executive Director following 12 years in the same capacity with the Alberta Association of Optometrists in Edmonton. When considering this possibility, my wife and I agreed that a move to the nation’s capital would be a good opportunity to further our careers and to explore another part of Canada. With the idea of inspecting the city as a potential home and viewing the local amenities, we decided to take a trip to Ottawa. Our minds were soon made up.
My work with CAO has offered me a distinct perspective regarding the differences in association management at a provincial and national level. Some of my observations:
Ø National boards tend to have more regional “interests” than with provincial boards. It can be a challenge to achieve a clear consensus, to make timely decisions and implement organizational change.
Ø There is far less direct interaction between staff in Ottawa and regionally located members. Travel costs and time constraints make it necessary to work and communicate electronically and to be innovative in involving and empowering members.
Ø Rank and file members tend to view national associations as less relevant in their day-to-day lives. Members see provincial associations as having greater impact on their livelihood and on the rules governing their professional lives.
Ø Serving members in English and French has significant implications on staffing, budget and the time to complete certain projects.
Ø There is an expectation that a national association has a broader mandate than a provincial association. This is despite not necessarily having more resources.
Ø Considerable care and expertise are required in establishing policy at a national level. Stakeholders and media tend to look to national associations for credible and evidence based advocacy positions.
In my case, I had the opportunity from the outset to work proactively with the CAO Board, staff and others to address the challenges facing the organization. Increased communication and service to members were priorities along with the need to improve relations with government, stakeholder organizations and provincial optometry associations. Ultimately, several key organizational changes were made and a much broader consensus team approach was adopted with the optometric leadership at a provincial level. We also improved our finances with controls on spending, annual increases to the CAO member assessment, and higher income from non-dues sources. To date, it has been a very positive experience for all concerned.
Association managers who contemplate a move to the national scene should factor some of the above into their decision. Of course, circumstances will differ, depending upon sources and stability of funding, governance and the type of national association. Other important factors to consider:
Determine the level of autonomy the national Board gives its CEO/ Executive Director. There is nothing more dysfunctional that a Board that micromanages, especially at a national level.
Moving to a national association will not necessarily mean a higher personal income and more resources at hand. The cost of living in Ottawa (and Toronto) is high both at an individual as well as organizational level
Because national Board members are not close at hand, the senior staff person is often the one who must attend meetings with the federal government and other national groups. Unless you are joining a large national association, you will be the one most often required to represent your group.
National associations also need an international perspective and to understand its role on the world’s stage.
Is the grass greener working for a national association? Not necessarily, but there can be great fulfillment in working in association management at this level. It is satisfying to be regularly called and counted upon as an important resource by individual and corporate members. It can also be very exciting to work in the “centre of the action” for Canadian politics. Ottawa is a very dynamic and beautiful city that has not lost its appeal to my wife and me. We don’t regret a minute of it.
Glenn Campbell is executive director of the Canadian Association of Optometrists He can be reached at gcampbell@opto.ca.