HANDBOOK FOR REAL ESTATE

ASSOCIATIONS






PREPARED FOR USE BY THE
INTERNATIONAL REAL PROPERTY FOUNDATION




Author: Judith Lindenau, CAE, RCE
Oto!er "##$
re%i&ed "#$$


$


Table of contents


Introdution, page 4

A&&oiation Or'ani(ation, page 6

P)annin', Bud'etin' and Finania) *ana'e+ent, page 9

A&&oiation Sta,,, page 17

Eduation and Pro,e&&iona) De%e)o-+ent Pro'ra+&, page 23

De%e)o-in' an Or'ani(ation Code o, Ethi&, page 27

*e+!er&hi- De%e)o-+ent, page 32

U&e& o, Tehno)o'. in the A&&oiation, page 41

Non/Due& Ino+e and 0a)ue/Added Ser%ie&, page 48

*ar1etin' and Pu!)i Re)ation&, page 52

Se),/A&&e&&+ent 2uide ,or Rea) E&tate A&&oiation&, page 56

"
A--endie&
Additiona) Re&oure& and Ba1'round *ateria), page 70
Bu&ine&& P)an Te+-)ate, page 75
A&&oiation Pro3et P)annin' 4or1&heet, page 84
Sa+-)e Strate'i P)an, page 87
Sa+-)e Jo! De&ri-tion& ,or the Chie, Sta,, O,,ier, E)eted Pre&ident, page 91
Ethi&, Cau5 Round Ta!)e, page 96

6
Introduction

Welcome to the Handbook for eal !"tate #""oc$at$on"%& # p'bl$cat$on of the (nternat$onal
eal )ropert* +o'ndat$on ,()+-, th$" man'al $" de"$gned for '"e b* the .ol'nteer leader" and "taff of
real e"tate a""oc$at$on" aro'nd the /orld0 1he goal of the p'bl$cat$on $" to pro.$de d$rect$on to
a""oc$at$on" thro'gh a "elf2a""e""ment proce"" and a g'$de for "trengthen$ng and e3pand$ng tho"e
organ$4at$on"0

#""oc$at$on" m'"t learn from each other and prof$t from one another5" e3per$ence"0 W$th both
f$nanc$al and .ol'nteer re"o'rce" often l$m$ted, $t $" $mportant to make eff$c$ent dec$"$on"0 (f "$m$lar
a""oc$at$on" ha.e fo'nd "'cce""f'l an"/er" to common problem", other" m$ght con"$der adopt$ng
them0 #t the "ame t$me, $t $" $mportant for organ$4at$on" to ha.e an ob6ect$.e p$ct're of the$r 'n$7'e
/eakne""e", and to "et abo't "trengthen$ng them"el.e" "o that the$r member" and the real e"tate
b'"$ne"" en.$ronment ma* gro/ and pro"per0

1he (nternat$onal eal )ropert* +o'ndat$on ha" a pr$mar* goal of a""$"t$ng real e"tate
a""oc$at$on" "o that the* ma* take collect$.e act$on to "trengthen pr$.ate real e"tate market" and
$mpro.e $nd'"tr* profe""$onal$"m0 1h$" man'al pro.$de" "tandard benchmark" $n an a""oc$at$on5"
gro/th and de.elopment and d$rect" the a""oc$at$on dec$"$on2maker" $n e.al'at$ng the$r organ$4at$on
and mo.$ng for/ard to ma3$m$4e $t" effect$.ene""0

1he ke* to beg$nn$ng th$" proce"" $" emplo*$ng the a""oc$at$on "elf2anal*"$" tool ,page 56- that
$" a f'ndamental part of th$" p'bl$cat$on0 +or ma3$m'm benef$t a""oc$at$on leader" and "taff "ho'ld
/ork thro'gh the e.al'at$on $nd$.$d'all* and a" a gro'p, tak$ng t$me to d$"c'"" each "ect$on0 #rea"
/here the a""oc$at$on $" notabl* /eak "ho'ld be l$"ted, and then pr$or$t$4ed accord$ng to $mportance0

When there $" a con"en"'" on th$" l$"t, "trateg$e" can be de.eloped and $mplemented to
"trengthen the a""oc$at$on0 #ga$n, $t $" cr$t$call* $mportant to pr$or$t$4e the act$on" and a""$gn a t$me
frame for complet$ng them0 1he leader"h$p "ho'ld cond'ct per$od$c re2e.al'at$on"0 (t $" $mportant to be
method$cal $n and con"$"tent $n th$" proce"" $n order to keep the a""oc$at$on mo.$ng $n a for/ard
d$rect$on0

1h$" p'bl$cat$on /a" or$g$nall* f'nded b* 1he 8n$ted 9tate" #genc* for (nternat$onal
:e.elopment ,89#(:- $n order to pro.$de an $mportant a""oc$at$on management tool to real e"tate
profe""$onal gro'p"0 (t /$ll be 'pdated from t$me to t$me, $ncorporat$ng ne/ re"o'rce" and emerg$ng
trend"0 8"er" are enco'raged to contact the ()+ /$th the$r commend" and 7'e"t$on" and for f'rther
a""$"tance0

7

(nternat$onal eal )ropert* +o'ndat$on


ASSOCIATION ORGANIATION!GO"ERNANCE
STR#CT#RE AND NECESSAR$ DOC#%ENTS



The or'ani(ation o, an. a&&oiation i& ritia) to it& &ue&&8 Or'ani(ationa) &truture& an&9er :ue&tion&
a!out the ro)e& o, %o)unteer& and &ta,, in ahie%in' 'oa)&, and a!out the -artii-ation o, the
+e+!er&hi- in 'enera)8 The e,,ort -ut into de&i'nin' the or'ani(ation &hou)d !e thorou'h and
thou'ht,u) at the out&et, and the initia) -rini-)e& +u&t re+ain on&i&tent and &ta!)e throu'hout the )i,e
o, the a&&oiation8

A&&oiation 2o%ernin' Dou+ent&:

Fro+ the ti+e an a&&oiation i& ,ounded, )eader& &hou)d ta1e are to or'ani(e and -rotet the 'o%ernin'
dou+ent& o, the 'rou-8 The&e dou+ent& !eo+e the &tate+ent o, under&tandin' a+on' +e+!er&
and !et9een the a&&oiation and other entitie&, &uh a& 'o%ern+ent8 Leader&hi- &hou)d !e a9are o, the
an. )e'a) re:uire+ent& or 'o%ern+enta) re&trition& -ertainin' to the or'ani(ation and inor-orate tho&e
into !.)a9& and other e)e+ent& o, the a&&oiation;& !a&i &truture8

2o%ernin' Dou+ent& o, an a&&oiation +a. in)ude:
B.)a9&
Po)i. *anua)&
Re'i&tration -a-er&, i, a--ro-riate
An. other re'u)ator. a--ro%a) a& re:uired
The&e dou+ent& &hou)d !e 1e-t in a &a,e -)ae, a& the. are the heart o, the a&&oiation8

In addition, the a&&oiation &hou)d 1ee-
*inute& o, the +eetin'& o, the Board o, Diretor& and o, the 2enera)
*e+!er&hi-
<
Finania) reord&
A)) dou+ent& -ertainin' to 'o%ern+enta) re:uire+ent o+-)iane
In&urane -o)iie&
The urrent Strate'i P)an, a& a--ro%ed
The&e dou+ent& &hou)d !e arhi%ed and &a,e, in -er-etuit.8

In de%e)o-in' 'o%ernin' dou+ent&, an a&&oiation +a. 9ant to turn to the ,o))o9in' ,or +ode)&:
NATIONAL ASSOCIATION OF REALTORS: ;odel <*la/" for =ocal ;ember
<oard"
NATIONAL ASSOCIATION OF REALTORS: >rgan$4at$onal 9tandard"
NATIONAL ASSOCIATION OF REALTORS: ;ember"h$p ?'al$f$cat$on @r$ter$a
4hi)e the&e dou+ent& 9i)) not !e tota)). a--ro-riate to another or'ani(ation, the. an -ro%ide
%a)ua!)e 'uidane8 The. an !e o!tained ,ro+ NAR at 9998 rea)tor8or' or !. ontatin' the
Internationa) Rea) Pro-ert. Foundation8

Nee&&ar. Dou+ent =$: B&la's :
B.)a9& are the under).in' &tate+ent o, or'ani(ation and o-eration o, an. a&&oiation8 B.)a9& are
the ru)e& that the Board o, Diretor& +u&t u-ho)d a& the o-eratin' a'ree+ent !et9een +e+!er& and
)eader&hi-8

In on&trutin' an a&&oiation;& !.)a9&, the ,o))o9in' o+-onent& &hou)d !e on&idered:
A8 *e+!er&hi- >ua)i,iation8 4ho 9i)) !e the +e+!er&? 4hat are the riteria ,or
o!tainin' and +aintainin' +e+!er&hi-?
B8 *e+!er&hi- A--)iation and A--ro%a)8 Ho9 doe& one a--). ,or +e+!er&hi-? 4ho
a--ro%e& ne9 +e+!er&? 4hat i& the a--ea) -roe&& i, a +e+!er&hi- a--)iation i&
re3eted? I& the +e+!er&hi- -roe&& de+orati and o-en to a)) :ua)i,ied a--)iant&?
C8 Leader&hi-8 4ho are the o,,ier&? 4hat are the :ua)i,iation re:uire+ent&? 4hat i&
the e)etion -roe&&?
D8 Dei&ion/+a1in'8 4hat i& the )e%e) o, +e+!er&hi- -artii-ation? 4hen do +e+!er&
%ote? *u&t the. !e -re&ent? Ho9 +an. on&titute a :uoru+?
E8 Co++ittee&8 4hat are the &tandin' o++ittee&? 4ho an &er%e? Ho9 are +e+!er&
a--ointed? 4hat are the o-erationa) ru)e&? @Co++on). the a&&oiation ado-t& Ro!ert&
'le" of >rder or a &i+i)ar dou+ent ,or -ar)ia+entar. -roedure and ondut o,
+eetin'&8A
F8 Due&8 4ho -a.& due&? Ho9 and ho9 o,ten are due& o))eted? @A+ount& &hou)d !e in
the o-eration& -o)i., not the !.)a9&A8 Are there -ena)tie& ,or non/-a.+ent or )ate
-a.+ent? 4hat are the.?
B
28 Di&&o)ution8 4hat ha--en& i, the or'ani(ation di&&o)%e&? Ho9 are an. a&&et& or
)ia!i)itie& di&-er&ed?
H8 B.)a9& Chan'e and A--ro%a)8 4hat are the +ethod& o, han'in' the&e !.)a9& and
9hat +e+!er&hi- %ote i& re:uired?


Nee&&ar. Dou+ent =": O(eratin) *olicies :

An a&&oiation &hou)d &et u- a !oo1 o, o-eratin' -o)iie&8 The&e -o)iie& ,untion a& an ad3unt to the
B.)a9&8 The. do not re:uire a +e+!er&hi- %ote to han'e, un)e&& other9i&e &-ei,ied8 The. are +ore
detai)ed than !.)a9&, o,ten odi,.in' a+ount& o, due& or ,ine& and other detai)& and -roedure& that are
+ore ad+ini&trati%e or o-erationa)8 U&ua))., the. are han'ed !. a %ote o, the Board o, Diretor&, not
!. the entire +e+!er&hi-8

Three t.-e& o, -o)i. +anua)& are:
)er"onnelCdetai)& the interna) e+-)o.ee -o)i. in)udin' hirin' and ,irin'
-roedure&, 9or1 hour&, dre&& ode, e+-)o.ee !ene,it&, and -er,or+ane
re%ie9&8
>perat$onal )ol$c$e"CA+ount& ,or due& and ,ine&, ,inania) -o)iie&
in)udin' &ta,, and %o)unteer re&-on&i!i)itie&, e5-en&e rei+!ur&e+ent to &ta,, and
%o)unteer&,
=eader"h$p )ol$c$e"Ce5-eted -er,or+ane )e%e)& o, %o)unteer& @+eetin'
attendane, )en'th o, ter+&, et8A, 3o! de&ri-tion& ,or o++ittee& and )eader&,
o-eratin' re)ation&hi-& !et9een o++ittee& and the Board and a&&oiation &ta,,8

Po)i. *anua)& are +eant to !e &tate+ent& that 'i%e on&i&ten. to +ore ,inite o-erationa) +atter&8
Un)i1e !.)a9&, -o)iie& an !e a--ro%ed !. the Board o, Diretor& and added to the -o)i. o))etion8
The -o)iie& are ,)e5i!)e and +a. !e han'ed 9hen needed, a'ain u-on ation o, the Diretor&8 In an.
e%ent, the Board &hou)d &u!3et the -o)i. o))etion to annua) &rutin. and re/e%a)uation8 It i& 'ood
-ratie to re%ie9 the -o)iie& on an annua) !a&i&, -erha-& at the ,ir&t +eetin' o, the .ear8 That 9a., a))
Diretor& are ,a+i)iar 9ith the 9or1in'& o, the or'ani(ation8

*inute&:
An a&&oiation +u&t 1ee- -er+anent +inute !oo1& that are o))etion& o, +inute& o, the Board o,
Diretor& and o, a)) o++ittee&8

*inute& &hou)d ontain the ,o))o9in':
Na+e o, the 'rou- 9hih i& +eetin'
D
Date, ti+e -)ae, -er&on& -re&ent
Ation +otion&Ce5at 9ordin' o, the +otion, na+e o, the -er&on +a1in'
the +otion, and the %ote ta)).
Ad3ourn+ent &-ei,i&Cti+e, and !. 9ho+ 9a& the +eetin' ad3ourned
Na+e o, the -er&on reordin' the +inute&
It i& a on&truti%e -o)i. to +a1e ertain +e+!er& o, the Board o, Diretor& reei%e a)) +inute& o,
o++ittee& and other 'rou-&, and re/a,,ir+ a)) ation ite+& !. &-ei,i %ote8

*e+!er&hi- Reord&:
*e+!er&hi- reord& are an e&&entia) -art o, an. or'ani(ation8 Eah +e+!er i& reo'ni(ed in the
-er+anent reord&, in)udin' addre&& and ontat &-ei,i& and date 3oined, due& -aid, and other data
dee+ed a--ro-riate !. the a&&oiation8 8 A -er+anent ,i)e ,o)der on eah +e+!er +i'ht ontain &uh
dou+ent& a& the +e+!er&hi- a--)iation, %eri,iation& o, our&e& ta1en or de&i'nation& earned, a
-hoto, ,ina) ru)in'& in an. ethi& a&e& and other re)e%ant in,or+ation8


A&&oiation Head:uarter&:
A& &oon a& -o&&i!)e in it& ine-tion, the a&&oiation &hou)d e&ta!)i&h a head:uarter& and hire &ta,,
&u--ort8 Head:uarter& &hou)d in)ude a -h.&ia) )oation and te)e-hone, e/+ai), and re'u)ar +ai)in'
addre&&e&8

Che1)i&t ,or e&ta!)i&hin' an a&&oiation head:uarter& ,ai)it.:
I& the -ro-o&ed ,ai)it. 9ithin !ud'et?
Ha& the )ea&e a'ree+ent !een re%ie9ed?
I& the ,ai)it. ae&&i!)e to +e+!er&?
I& it %i&i!)e to the -u!)i? Doe& it -re&ent a 'ood -u!)i i+a'e ,or the
or'ani(ation?
Can the )oation ao++odate intended o,,ie tehno)o'.?
4i)) the ,ai)it. !e ondui%e to e,,iient o,,ie 9or1 ,)o9?

Con)u&ion: The&e are !a&i& to an. a&&oiation8 4ithout the ,unda+enta) dou+ent&, -o)iie&, and
-roedure& no a&&oiation an ,untion har+oniou&). and 9ith +a5i+u+ !ene,it to it& on&tituenie&8
Care +u&t !e ta1en at the out&et to are,u)). on&trut the ,oundation u-on 9hih the or'ani(ation 9i))
!e !ui)t8


E
*LANNING+ B#DGETING+ AND FINANCIAL %ANAGE%ENT


A +a3or 'oa) o, an. a&&oiation i& to !eo+e ,inania)). &ta!)e and &e),/&u--ortin'8 It i& a -ri+ar. ro)e
o, an a&&oiation;& Board o, Diretor& and &ta,, to !e u&todian& o, the re&oure& o, the a&&oiation and
to or'ani(e tho&e re&oure& to !ene,it the 9e),are o, the +e+!er&hi- a& a 9ho)e8 Seond)., the
a&&oiation need& to de%e)o- the re&oure& to +aintain on&i&ten. o, -ro'ra+& and &er%ie& ,ro+ .ear
to .ear8 Thi& i& e&-eia)). ha))en'in' in the a&&oiation 9or)d 9here the )eader&hi- i& on&tant).
han'in'8

The&e 'oa)& +a. !e reahed in t9o 9a.&:
A8 De%e)o-in' a &trate'i -)an and !ud'et, and
B8 I+-)e+entin' re&-on&i!)e ,inania) -roedure&8

De,elo(in) a strate)ic (lan-
A8 The *i&&ion State+ent8 One o, the ,ir&t thin'& an a&&oiation +u&t do i& de%e)o- a
+i&&ion &tate+ent8 Thi& i& a &tate+ent o, -ur-o&e ,or the a&&oiation: 9hat i& the entra)
rea&on 9h. the a&&oiation e5i&t&? The +a3orit. o, +e+!er& &hou)d a'ree on thi& -ur-o&e
!eau&e the *i&&ion State+ent 'o%ern& the +ana'e+ent o, the a&&oiation;& re&oure&, !oth
in a-ita) and in &ta,, and %o)unteer ti+e8
Charateri&ti& o, a 'ood +i&&ion &tate+ent:
o It a&&ure& that e%er.one onneted diret). or indiret). 9ith the
or'ani(ation under&tand& it& rea&on& ,or e5i&tin'8 and 1no9& -rei&e).
9hat the or'ani(ation &tri%e& to ao+-)i&h8
o It i& -eriodia)). re%ie9ed and u-dated !. the Board and !. the +e+!er&8
o It de,ine& 9ho i& !ein' &er%ed !. the or'ani(ation @+e+!er&, the -u!)i,
other intere&ted -artie&A8
o It e5-)ain& 9hat +a1e& the or'ani(ation di&tinti%e and &-eia)8 It -re&ent&
a o+-e))in' rea&on to &u--ort it either throu'h +e+!er&hi-& or other
ontri!ution&8
o It &er%e& a& a 'uide to or'ani(ationa) -)annin' and !oard and &ta,,
dei&ion/+a1in'8
o It &er%e& a& a 'uide ,or &ettin' -rioritie& a+on' o+-etin' de+and& ,or
&are re&oure&8
F
o It &et& the &ta'e ,or de%e)o-in' the &trate'i -)an ,or the a&&oiation8
o It i& 9ide). di&tri!uted and ,re:uent). re,erened8


Henr. Ern&ttha), a )eadin' U8S8 e5-ert in a&&oiation +ana'e+ent, ha& -ro%ided the ,o))o9in' a& a ,i))/
in/the/!)an1& +i&&ion &tate+ent @9998ern&ttha)8o+A:
"The (organization) serves (industry, trade or profession) by providing
(adjective) (noun) to (the target audience) and by improving the (noun) of its
members so that they can better (verb phrase)."
Ern&ttha)G& -re&ri-tion i& a 'ood -)ae to &tart, thou'h an a&&oiation ertain). 9ou)d 9ant to +a1e
han'e& in the ,or+at a& iru+&tane& 9arrant8

B8 Ne5t, the a&&oiation de%e)o-& &te-& or 'oa)& that 9i)) he)- +o%e it to9ard ahie%in' it&
-ur-o&e a& &tated in the +i&&ion &tate+ent8 It;& 'ood to ha%e +ea&ura!)e o+-onent &tated
in eah o, the 'oa)&: in&tead o, a 'oa) o, Hinrea&in' +e+!er&hi-; the a&&oiation +i'ht ha%e
a 'oa) o, H'ainin' <# ne9 +e+!er& a .ear8;

C8 Eah 'oa) &hou)d ha%e &o+e &trate'ie& that are ation &te-& the a&&oiation ta1e&8 The&e
&trate'ie& +u&t ta1e into aount the o&t, aounta!i)it., and a ti+e ,ra+e8 I, the 'oa) i&
Ito 'ain <# ne9 +e+!er& a .earJ, then a &trate'. +i'ht !e ,or the a&&oiation -re&ident to
%i&it eah rea) e&tate o,,ie in the a-ita) it. in the ne5t $" +onth&8 The o&t to do thi&
&hou)d !e -ut in the !ud'et and at the end o, $" +onth&, the -re&ident 9i)) re-ort the
-ro're&& o, the &trate'. to the Board o, Diretor&8
,+or a "ample "trateg$c plan, "ee #ppend$3 <3 ,)age 89 - of th$" man'al8A

T.e Bud)et
The -ur-o&e o, a !ud'et i& to e&ta!)i&h a -)an o, ation ,or ao+-)i&hin' the a&&oiation;& +i&&ion and
'oa)&, e5-re&&ed in ,inania) ter+&8 Bud'etin' +ean& that an a&&oiation
De%e)o-& &-ei,i -ro'ra+& to e,,et it& +i&&ion
Under&tand& ho9 +uh the&e -ro'ra+& 9i)) o&t and 9ho i& to !e he)d re&-on&i!)e ,or
ahie%in' the+
*onitor& eono+i -er,or+ane
A&&e&&e& -er,or+ane and de%e)o-& rea)i&ti 'oa)&

4ho i& in%o)%ed in the !ud'et -roe&&?
$#
A8 Co++ittee&:
$8 A Finane Co++ittee i& i+-ortant ,or an. a&&oiation8 The Co++ittee &hou)d
in)ude the trea&urer and the Chie, Sta,, O,,ier @A&&oiation E5euti%eA, a& 9e)) a&
</D +e+!er& 9ho re-re&ent a %ariet. o, a&&oiation +e+!er&8 It& ro)e i& to ,or+u)ate
a !ud'et that inte'rate& the re&oure& 9ith the &trate'i -)an and +i&&ion8
Periodia))., the Finane Co++ittee a)&o )oo1& at ,inania) re-ort&, and +a. read3u&t
the !ud'et to +eet han'in' ondition&8
"8 A Strate'i P)annin' Co++ittee &hou)d de&i'n a &trate'i -)an, -re&ent it to
+e+!er& and the )eader&hi-, re%ie9 the -ro're&& o, the -)an on a -eriodi !a&i&, and
re%i&e and u-date the -)an e%er. t9o .ear&8
B8 The Board o, Diretor&: The Board o, Diretor& i& re&-on&i!)e ,or i+-)e+entin' the
&trate'ie& o, the -)an and 1ee-in' it urrent8 Pro'ra+& and other e5-enditure& &hou)d !e
re%ie9ed re'u)ar). a& to their a--ro-riatene&& to the -)an8
C8 Sta,,: Sta,, i& ,a+i)iar 9ith the o-erationa) e5-enditure& o, the a&&oiation and &hou)d
a&&i&t the )eader&hi- in -re-arin' an aurate re-ortin' o, ino+e and e5-en&e, a& 9e)) a&
!a1'round in,or+ation ,or the de%e)o-+ent o, the &trate'i -)an8

Ste-& in Bud'etin':

$8 Deter+ine 9ho 9i)) !e in%o)%ed8
"8 Re%ie9 the &trate'i -)an and +i&&ion &tate+ent o, the a&&oiation8
68 Re%ie9 and -rioriti(e &trate'ie&
78 Pre-are& a -re)i+inar. !ud'et @&ta,, &hou)d -re-areA
<8 E&ti+ate the a&&oiation;& o-eratin' and -ro'ra+ e5-en&e&8
B8 E&ti+ate the -ro3eted ino+e8
D8 Co+-are and re&o)%e &i'ni,iant di,,erene& !et9een e5-en&e and ino+e8
E8 Su!+it a ,ina) !ud'et ,or a--ro%a)8

Su''e&ted Ation& ,or tho&e in%o)%ed in the !ud'et -roe&&:
$8 Chie, Sta,, O,,ier de%e)o-& a dra,t !ud'et, !a&ed on 1no9n o-eratin' e5-en&e&
and -rioritie& o, the Strate'i P)anK
"8 O,,ier& re%ie9 &a)ar. &truture& and add the+ to the !ud'etK
68 Finane Co++ittee re%ie9& the !ud'et and di&u&&e& non/&a)ar. re)ated ite+&K
78 Board o, Diretor& re%ie9& the !ud'et and a--ro%e& it8

T.-e& o, Bud'et&:
$$

There are +an. t.-e& o, !ud'et& that an a&&oiation an u&e to de%e)o- a ,inania) 9or1 -)an8

@a"h +lo/ <'dget: Sho9& -)anned &oure& and a&h a--)iation& and in)ude& a
&hedu)e o, 9hen re%enue and e5-en&e& are e5-eted8 Thi& !ud'et he)-& the a&&oiation
under&tand 9hen te+-orar. ,und& +a. !e needed and 9hen e5e&& ,und& +i'ht !e &a%ed or
in%e&ted8
@ap$tal <'dget: Sho9& -)anned -urha&e or &a)e& o, ,i5ed a&&et&8 *a. in)uded
a:uirin' e:ui-+ent, &uh a& o+-uter& or a !ui)din'8 U-on a--ro%a) !. Diretor&, the ite+&
are inor-orated into the +a&ter !ud'et8
>perat$on" <'dget: Thi& i& a &hort/ter+ !ud'et re,)etin' 1no9n o-eratin' ati%itie&,
!oth re%enue& and e5-en&e8
)rogram <'dget: De%e)o-& a !u&ine&& -)an and !ud'et ,or a&&oiation &er%ie&, &uh a&
eduation -ro'ra+&8 Sho9& ino+e, e5-en&e, o%erhead o&t&8 Shou)d !e a--ro%ed !. Diretor&
-rior to i+-)e+entin' the -ro'ra+, and re%ie9ed ,or o&t ontain+ent -eriodia)).8

Another i+-ortant too) ,or an a&&oiation to u&e in -)annin' i& the Bu&ine&& P)an8 The Bu&ine&& P)an i&
an ana).tia) a--roah to o,,erin' an a&&oiation &er%ie, -ro'ra+, or -rodut8 U&e it 9hen -)annin' ,or
an.thin' ,ro+ an eduation -ro'ra+ to -u!)i&hin' a !oo1 or ro&ter8 A 'ood !u&ine&& -)an &hou)d
an&9er the&e :ue&tion&:
4hat i& the !a1'round ,or thi& -ro-o&a)? 4hat are the intended re&u)t& ,or the -ro'ra+ or
&er%ie?
4hat i& the &-ei,i tar'et +ar1et? Ho9 !i' i& that +ar1et?
4hat i& the &-ei,i nature o, the &er%ie& or -rodut& C -riin', o&t, &o-e, and -otentia)
on&u+er&?
4ho i& the o+-etitor in -ro%idin' thi& -rodut? Ho9 doe& the o+-etition o+-are to .our
or'ani(ation? 4h. 9i)) the audiene u&e .our a&&oiationG& -rodut rather than that o, the
o+-etition?
Doe& .our a&&oiation ha%e the !a1'round and &1i))& to -rodue and +ar1et thi& -rodut? I,
not, 9ou)d the idea !e !etter &er%ied !. the o+-etition?
4hat i& the a+ount o, +one. the a&&oiation 9i)) need, and ho9 it 9i)) u&e it to -a. ,or diret
and indiret o&t&?
4hat are the !enh+ar1& ,or the &ue&& o, the -ro'ra+? I, it i& on'oin', ho9 9i)) dei&ion
+a1er& 1no9 9hen the -ro'ra+ i& no )on'er %ia!)e? Ho9 9i)) it !e -ha&ed out?

# protot*pe of an a""oc$at$on b'"$ne""2plann$ng tool can be fo'nd $n #ppend$3 <1, page 810

It i& a 'ood idea ,or the dei&ion/+a1er& in the a&&oiation to de%e)o- a detai)ed Bu&ine&& P)an !e,ore
$"
e+!ar1in' on an. -ro'ra+ or &er%ie, ,ro+ an eduation -ro'ra+ to a +ore e)a!orate oo-erati%e
+e+!er &er%ie &uh a& a *u)ti-)e Li&tin' or Coo-erati%e Ad%erti&in' Ser%ie8 Pro'ra+& &hou)d !e
re%ie9ed annua)). u&in' -ro'ra+ !ud'et& in order to a&&e&& the ontinued %ia!i)it. o, eah8


H*br$d <'dget: A)) a&&oiation& 9i)) u&e a o+!ination o, !ud'et& order to ,u)). di&-)a. and
a&&oiationG& +onetar. -)an o, ation throu'h a o+!ination o, di,,erent !ud'et t.-e&
Allocation of Resources- A %odel

The t.-ia) -ro,e&&iona) a&&oiation ha& !een &een to de%e)o- ertain -attern& o, a))oation o, re&oure&
that re&u)t in -ro%idin' the +o&t e,,eti%e &er%ie& to +e+!er&8
The A+erian Soiet. o, A&&oiation E5euti%e& ha& dou+ented thi& -attern:



E5-en&e& !. O!3et8 6<8D L Sta,,K $#86L *eetin' E5-en&e&K $7L Ou-an.K Pro'ra+& in)udin'
Co++uniation& M *ar1etin': 7#L

In an. a&&oiation, 9e)) o%er one/third o, the e5-en&e i& a))oated to &ta,, &a)arie&, !ene,it&, and ta5e&8
*eetin' e5-en&e& are another $# L8 Co++uniation&, -ro'ra+& and ou-an. e5-en&e& are a)&o
&i'ni,iant -ortion& o, the e5-enditure&8 It i& i+-ortant to re+e+!er the -ro-ortion& o, +a3or e5-en&e&
$6
Tra%e), *eetin'
e5-en&e $#86L

10.3 10%
37.7
40
14
travel,
meeting
staf f
programs
occupancy
9hen -)annin' !ud'et&: %o)unteer )eader& 9i)) ,ind a&&oiation !ud'et -ro-ortion& &i'ni,iant).
di,,erent ,ro+ the e5-en&e a))ot+ent& in their -er&ona) !u&ine&&e&8


Ino+e ,or A&&oiation&:

T.-ia)). an or'ani(ation;& ino+e an !e )a&&i,ied a& Hdue&; and Hnon/due&;8 In the ear). &ta'e& o, the
'ro9th o, an a&&oiation, +o&t ino+e o+e& ,ro+ due&8 Later a& the a&&oiation de%e)o-& re&oure&
and &er%ie& ,or +e+!er& and the -u!)i, re&oure -riin' an !e &trutured to !rin' ino+e that an !e
u&ed ,or o-eration&, e5-an&ion, or re&earh and de%e)o-+ent8



Due& Ino+e:

Due& o))etion i& the -rini-a) &oure o, ino+e ,or +o&t a&&oiation&8 2enera))., due& are &et !. the
Board o, Diretor& at a )e%e) that 9i)) ena!)e the a&&oiation to +aintain the )e%e) o, &er%ie& identi,ied
in the &trate'i -)an8

A8 T.-e& o, +e+!er&: *e+!er& +a. !e on&idered to !e or-orate @o+-an.A +e+!er& or indi%idua)
+e+!er&8 A&&oiation& &hou)d a)&o enoura'e a,,i)iate +e+!er& 9ho are in -ro,e&&ion& that &u--ort or
,untion a& ad3unt& to the rea) e&tate indu&tr.8
B8 Le%e) o, Due&8 The Board o, Diretor& &hou)d &et due& annua)). ,or a)) ate'orie& o, +e+!er&, and
the )e%e) o, due& &hou)d !e re%ie9ed durin' eah !ud'et -roe&&8
C8 Co))etion8 Due& are o))eted at )ea&t annua))., in ad%ane o, the +e+!er&hi- .ear8 Due&
o))etion &hou)d !e &.&te+ati and ri'orou&8 In%oie& &hou)d !e &ent to +e+!er& 9e)) in ad%ane o,
the due date and there &hou)d !e )ear -ena)tie& ,or non/-a.+ent and )ate -a.+ent8 Non/-a.+ent
&hou)d re&u)t in e5)u&ion ,ro+ +e+!er&hi-8 It i& i+-ortant ,or the a&&oiation to re+ain ,air and
adhere to it& -o)iie& in a)) a&e&8
The o))etion o, due& and ,ee& i& a )a!or/inten&i%e -roe&&, re:uirin' noti,iation,
!oo11ee-in', and +e+!er&hi- reord +aintenane8 The a&&oiation &hou)d !e are,u) to !ud'et
ade:uate). ,or thi& -roe&&
D8 Other A&&e&&+ent&8 Annua) due& are not the on). t.-e o, a&&e&&+ent& that an a&&oiation
+a. )e%. on it& +e+!er&8 Other ,ee& +i'ht in)ude:
$8 Initiation Fee&/ A one/ti+e initiation ,ee8 Thi& re-re&ent& the in%e&t+ent a ne9
+e+!er +a1e& in the a&&oiation to -urha&e e:uit.8
"8 A&&e&&+ent&/ O,ten an a+ount )e%ied one or ,or a de,ined -eriod o, ti+e to
&u--ort a -ro'ra+ or one/ti+e e%ent, &uh a& the -urha&e o, a !ui)din'8
$7
68 Ser%ie Fee&/ *an. a&&oiation& o,,er &er%ie& that +e+!er& +a. -urha&e8
Tho&e &er%ie& +i'ht in)ude an *LS or oo-erati%e ad%erti&in' &er%ie, a
-u!)iation& -ro'ra+, or a erti,iation +aintenane ,ee8
8

Non/Due& Ino+e

A& an a&&oiation !eo+e& +ore &ta!)e, it 9i)) de%e)o- ne9 -ro'ra+&, +an. o, 9hih an !e +ade
a%ai)a!)e to +e+!er& at o&t -)u& a ,ee to the a&&oiation8 That ,ee &hou)d re-re&ent +aintenane o, the
a&&oiation;& in,ra&truture8 It i& a 'ood idea ,or the Board o, Diretor& to a'ree on a -erenta'e ran'e
,or a -ro,it +ar'in in ad%ane o, the de%e)o-+ent o, ne9 &er%ie& or -rodut&, -erha-& $#/$<L o, the
-urha&e -rie8 The u)ti+ate 'oa) o, a ,inania)). &eure a&&oiation i& to )o9er it& de-endene on due&
and +o%e to a ,ee/,or/&er%ie !u&ine&& -)an in +uh o, it& ati%itie&8 Thi& o-eratin' -hi)o&o-h. an
&er%e to in&u)ate the a&&oiation ,ro+ ,)utuatin' ino+e in the e%ent o, a ra-id +e+!er&hi- derea&e8
An a&&oiation &hou)d 9or1 to9ard the 'oa) o, ha%in' at )ea&t 6#L o, it& ino+e ,ro+ non/due&
&oure&8


Res(onsible Financial *rocedures

$8 A&&oiation Finania) Contro)&

E%er. a&&oiation need& ,inania) ontro)& in order to -rotet it& a&&et& and +a1e !etter in,or+ation
a%ai)a!)e to tho&e 9ho +a1e dei&ion&8 A 'ood &.&te+ o, ,inania) ontro)& in)ude&
A 'ood !ud'et
Trained &ta,, and %o)unteer& and a -ro,e&&iona) aountant or auditor
Con&i&tent, aurate reord&
A ,inania) -o)i. &tate+ent that i& en,ored and adhered to !. &ta,, and +e+!er&
a)i1e8
Re'u)ar re-ort& detai)in' the ,inania) -o&ition8 Re-ort& &hou)d !e ea&i). ae&&i!)e to
a--ro-riate &ta,, and )eader&hi-8


"8 Finania) Po)i. State+ent&
In order ,or an a&&oiation to +aintain on&i&ten. and aounta!i)it. in +ana'in' it& re&oure&, it
$<
&hou)d de%e)o- a ,inania) -o)i. +anua) that i& re%ie9ed re'u)ar). !. the Board and the Sta,,8

Co+-onent& o, the Po)i. *anua) &hou)d in)ude:
A8 Interna) ontro)& in dai). o-eration&
a8 A )i&t o, 9here a&&et& are 1e-t: !an1&, &tora'e %au)t&K
!8 An in%entor. o, a)) a&&et&K
8 Jo! De&ri-tion& and Re&-on&i!i)itie& o, &ta,, and %o)unteer&K
B8 In%e&t+ent -o)i. ,or e5e&& ,und&K
C8 *one. di&!ur&e+ent -roedure& @authorit., he1 &i'nin'A
D8 Co))etion -o)i. ,or due&, other reei-t&8

68 Finania) Re-ort&
0ariou& 1ind& o, re-ort& &hou)d !e +aintained !. the a&&oiation throu'h it& &ta,, and auditor, and
&hou)d !e re'u)ar). -re&ented to the Board o, Diretor&:

A8 Finania) Ba)ane Sheet8 Thi& i& a &tate+ent o, ,inania) -o&ition and &hou)d ontain a
)i&t o, the a&&oiation;& a&&et& and )ia!i)itie&8
B8 Ino+e and E5-en&e Re-ort8 Thi& i& an ino+e &tate+ent, )i&tin' the or'ani(ation;&
ino+e and e5-en&e& and net ino+e or )o&& ,or a &-ei,i -eriod8
C8 Ca&h F)o9 State+ent8 Thi& &tate+ent i& a re-ort o, reei-t& and di&!ur&e+ent&, the
a&h into and out o, an or'ani(ation at an. 'i%en -oint in ti+e8
A)) three t.-e& o, re-ort& ha%e a &-ei,i ,untion, and a)) &hou)d !e u&ed re'u)ar). !. the a&&oiation to
+onitor it& ,inane&8

In an. a&&oiation, an annua) re%ie9 or audit o, the ,inania) ati%itie& i& i+-ortant in order to @AA
&a,e'uard the +e+!er re&oure&K and @BA e&ta!)i&h redi!i)it. 9ith +e+!er&8 A erti,ied -ro,e&&iona)
aountant or auditor &hou)d ondut thi& re%ie9 or audit and the ,indin'& +ade a%ai)a!)e to the
+e+!er&8 U&ua)). thi& -roe&& a)&o e5-o&e& an. need ,or the ti'htenin' o, interna) ontro)& 9ithin the
a&&oiation o-eration&8

Con)u&ion:
*aintainin' and +onitorin' the a&&oiation;& !u&ine&& o-eration& and -re&er%in' it& a&&et& and
+e+!er&hi- in%e&t+ent are ruia)8 Beau&e the or'ani(ation ha& on&tant). han'in' )eader&hi- and
+an. %o)unteer&, it i& i+-ortant to de%e)o- a are,u) di&i-)ine and aounta!i)it. ,or +ana'in'
,inane& and -re&er%in' a&&et&8 Thi& ati%it. a)one ha& !een re&-on&i!)e ,or the ,ai)ure o, +an.
other9i&e %a)ua!)e or'ani(ation&8
$B




Association Staff


The hirin' o, a&&oiation &ta,, i& a 1e. e)e+ent in +aintainin' a &tron' a&&oiation8
One or +ore &ta,, -er&on& not on). -ro%ide& +ana'e+ent &u--ort ,or the 'oa)& and o!3eti%e& a--ro%ed
!. a&&oiation )eader&hi-, !ut a)&o an e+-)o.ed &ta,, o,,er& a ontinuin' in,or+ation &oure and ontat
-oint ,or the +e+!er&8 For tho&e rea&on&, are &hou)d !e ta1en in the hirin' o, &ta,, and in +aintainin'
a -ro,e&&iona) and on&i&tent &ta,, -re&ene in the a&&oiation8 A&&oiation& need to -)an ,inania)). ,or
&ta,, a& 9e)), and to -ro%ide a o+-etiti%e &a)ar. and !ene,it& &truture and a -o&iti%e 9or1
en%iron+ent8

Be,ore !e'innin' the e+-)o.+ent -roe&& ,or the hie, a&&oiation +ana'er, the a&&oiation Board o,
Diretor& &hou)d a'ree u-on an&9er& to the ,o))o9in' :ue&tion&:
4hat &1i))& are re:uired o, the e+-)o.ee? 4hat are the re&u+e re:uire+ent& ,or eduation and
9or1 e5-eriene?
Are the &a)ar. and !ene,it& !ein' o,,ered in )ine 9ith our e5-etation&? Are the. o+-etiti%e?
4i)) 9e !e a!)e to re+ain o+-etiti%e 9ith other e+-)o.+ent o--ortunitie& in the ,ore&eea!)e
,uture?
I& there a )ear 3o! de&ri-tion that i& in aord 9ith the 'oa)& and o!3eti%e& in the a&&oiation
&trate'i -)an?
I& there a +ehani&+ in -)ae !. 9hih the )eader&hi- an re%ie9 the -er,or+ane o, thi&
e+-)o.ee?
The )eader&hi- &hou)d re&o)%e the&e i&&ue& !e,ore a &ta,, -er&on i& hired8 4ithout thi& on&en&u&, there
+a. !e )itt)e &ati&,ator. -ro're&& to9ard the a&&oiation;& 'oa)&8


Staff Co/(etencies

$D
Certain). the e5-etation ,or &ta,, o+-etenie& 9i)) han'e a& the a&&oiation han'e& and 'ro9&8 The
di,,iu)t 3o! ,or )eader&hi- i& to +ath the e5-eted o+-etenie& 9ith the a&&oiation;& need& and to
re9ard it& &ta,, 9ith o+-etiti%e o+-en&ation8

Leader&hi- +i'ht 9i&h to e5a+ine the ,o))o9in' &1i)) &et& and a9ard -rioritie& to eah 'rou-:
>ff$ce "k$ll": o,,ie +ana'e+ent, in)udin' !oo11ee-in', +e+!er&hi- reord&, o,,ie
&.&te+&, 'enera) &eretaria)8
Aeneral 9k$ll": 1no9)ed'e o, in,or+ation re&oure&, rea) e&tate !u&ine&& under&tandin',
a9arene&& o, a--)ia!)e -o)itia) and )e'i&)ati%e -roe&&e&
)'bl$c elat$on" 9k$ll": a!i)it. to re)ate 9e)) to +e+!er&, and to de%e)o- a redi!)e
a&&oiation -u!)i i+a'e
Creatin) a 0ob Descri(tion

E%en in the ear)ie&t &ta'e& o, the hirin' -roe&&, the Board o, Diretor& +u&t a'ree on a -o&ition
de&ri-tion ,or the hie, &ta,, e5euti%e8 The de&ri-tion &hou)d !e a& o+-)ete a& -o&&i!)e &o that there
i& a +utua) under&tandin' o, ho9 the e+-)o.ee 9i)) &-end hi& or her ti+e8 It i& on that -o&ition
de&ri-tion that the e+-)o.ee &hou)d !e e%a)uated8 The 3o! de&ri-tion 9i)) han'e ,re:uent). a& the
a&&oiation e%o)%e& !ut it &hou)d a)9a.& !e %ie9ed !. the a&&oiation and the e+-)o.ee a& the ,ina)
under&tandin' !et9een !oth -artie& re'ardin' -er,or+ane e5-etation&8

9ample 6ob de"cr$pt$on" for the @h$ef !3ec't$.e >ff$cer and +or the )re"$dent are fo'nd $n
#ppend$3 @ ,page 97- of th$" man'al8

%aintainin) a *roducti,e 1or2in) En,iron/ent

*uh ou)d !e 9ritten a!out the tehnia) and )e'a) a&-et& o, +aintainin' a -)ea&ant and
-roduti%e 9or1 en%iron+ent ,or the a&&oiation;& e+-)o.ee&8 Ho9e%er, it i& &u,,iient to &a. that
en&urin' that a -roduti%e 9or1 en%iron+ent e5i&t& and re&u)t& in &ta,, retention, -roduti%it., and
on&i&ten. i& a 1e. ,untion o, an. a&&oiation;& Board o, Diretor&8 In&o,ar a& an a&&oiation +u&t
arr. out )on'/ter+ 'oa)& and o!3eti%e&, and %o)unteer )eader&hi- i& !. de,inition a &hort/ter+
o++it+ent, it i& &ta,, on&i&ten. and &1i)) that 9i)) !rin' a!out a &ue&&,u) or'ani(ation8 The
Board o, Diretor& an do +uh to 'uarantee that thi& ha--en& !. +a1in' &ure that &ta,, i&
ade:uate). -aid and 'i%en the eduation and re&oure& to do their 3o!&8

Leaders.i(3Staff Relations.i(s

A&&oiation +ana'e+ent e5-ert& 1no9 that one o, the +o&t di%i&i%e i&&ue& that an ari&e in an
$E
or'ani(ation i& a +i&under&tandin' o, the 9or1in' re)ation&hi- !et9een )eader&hi- and &ta,,8 Here
are &o+e idea& to i+-)e+ent in order to a%oid the&e de&truti%e ontro%er&ie&:

Ha%e a de,initi%e 3o! de&ri-tion ,or the &ta,, hie, e5euti%e @Chie, E5euti%e O,,ier, or
A&&oiation E5euti%eA8 Re%i&e the de&ri-tion -eriodia)). a& the a&&oiation han'e&8
*a1e that 3o! de&ri-tion the !a&i& ,or the -eriodi e%a)uation o, the CEO !. the Board o,
Diretor&8 Condut thi& -er,or+ane e%a)uation and re%i&ion o, the 3o! de&ri-tion
annua))., 1ee-in' it in )ine 9ith the a&&oiation;& 'oa)& and o!3eti%e&8
Ha%e a )ear hain o, o++and 9ritten a& -o)i.8 Traditiona)). it i& the Board o,
Diretor& that i& the &u-er%i&or o, the Chie, E5euti%e O,,ier, and ha& the ,ina)
re&-on&i!i)it. ,or -er,or+ane e%a)uation and ,or hirin' and ,irin' the CEO8 The CEO i&
then 'i%en authorit. o%er the re&t o, the &ta,, and +onitor& -er,or+ane and o+-en&ation,
9ithin !ud'et re&trition&8
The Board and the CEO &hou)d ri'orou&). en,ore a--)ia!)e e+-)o.+ent )a9& and
-ratie&8
Pa. &a)e& &hou)d !e o+-etiti%e 9ith the &1i)) e5-etation& that ha%e !een -re%iou&).
identi,ied8 Per&onne) o&t& o,ten on&u+e a!out 6</<#L o, the a&&oiation;& tota) e5-en&e&8
At )ea&t annua))., the a&&oiation )eader&hi- &hou)d ondut a -)annin' &e&&ion, the
outo+e o, 9hih are a &erie& o, &hort/ter+ e5-etation& or 'oa)&, 9hih an then !e -)aed
in the a&&oiation;& !u&ine&& -)an ,or the o+in' $" +onth&8 The 1e. here i& a )ear). &tated
&et o, o!3eti%e& ,ro+ the Board o, Diretor&, 9ith i+-)e+entation !. the &ta,, and
%o)unteer& 9hene%er a--ro-riate8 It i& the 3o! o, the Board o, Diretor& to i+-)e+ent thi&
-)an8

Idea))., a 9ritten under&tandin' a!out the di%i&ion o, dutie& !et9een &ta,, and %o)unteer& &hou)d !e
in)uded in the o-eration& -o)i. +anua)8 Thi& he1)i&t an !e re%ie9ed and re%i&ed !. eah ne9
Board o, Diretor& and a'reed u-on !. the CEO or A&&oiation E5euti%e8 A& the a&&oiation 'ain&
&tren'th, a 'oa) &hou)d !e artiu)ated 9hih ena!)e& the +e+!er& @throu'h the )eader&hi-A to -)an, &et
'oa)&, and a))oate ade:uate re&oure&, and the CEO and &ta,, to arr. out the&e 'oa)&8

>ue&tion& to on&ider 9hen de,inin' the di%i&ion o, re&-on&i!i)itie& !et9een %o)unteer& and &ta,,:
4ho 9i)) ,untion a& the a&&oiation;& &-o1e&-er&on 9ith the +edia and 9ith 'o%ern+ent
o,,iia)&? 4ho &i'n& )etter& on !eha), o, the a&&oiation?
4ho i& re&-on&i!)e ,or hirin', ,irin', and e%a)uatin' the -er,or+ane o, the CEO or hie,
A&&oiation E5euti%e? 4ho i& re&-on&i!)e ,or the hirin', ,irin', -er,or+ane and -a. o, &ta,,
other than the CEO?
To 9ho+, &-ei,ia))., doe& the CEO re-ort?
4ho a&&i'n& 9or1 to &ta,,?
4ho &i'n& )oan&, he1&, or other ,inania) dou+ent&? 4ho &i'n& ontrat&? I& there an
e5-enditure )i+it? 4ho a--ro%e& non/!ud'eted e5-en&e ite+&?
$F
4ho i& re&-on&i!)e ,or +aintainin' re)ation&hi-& 9ith other -ro,e&&iona) rea) e&tate a&&oiation&
and tra%e)in' to +eetin'& or on%ention&? 4hat i& the re&-on&i!i)it. o, the de)e'ate& to the
+e+!er&hi-?
It i& a 'ood -ratie to tr. and antii-ate the :ue&tion& o, authorit. in ad%ane o, an. :ue&tion& ,ro+
the +e+!er&hi- or the -u!)i8 In that 9a., the a&&oiation +a. -re%ent di%i&i%e +i&under&tandin'& and
the ne'ati%e e5-enditure o, re&oure&8

Association E4ecuti,e Co/(etencies C.ec2list

U-on hirin' an a&&oiation e5euti%e and re'u)ar). therea,ter it i& a 'ood idea ,or a&&oiation )eader&hi-
to -rioriti(e it& idea& o, o+-etenie& that &hou)d !e he)d !. the AE8 A'ain, a& the a&&oiation e%o)%e&
and 'ro9& +ore o+-)e5, the e5-etation& +u&t han'e8 The&e han'e& &hou)d !e di&u&&ed
o!3eti%e)., and -ro,e&&iona) de%e)o-+ent o--ortunitie& +ade a%ai)a!)e &o &ta,, +a. 'ain ne9 &1i))&8 A
&i+-)e e5eri&e +i'ht !e to a&1 eah Board +e+!er to rate the&e o+-etenie& and add ne9 one& a&
a--ro-riate8 Then reah a on&en&u& that an !eo+e a -art o, the CEO e%a)uation -roe&&8

On a &a)e o, $ to < @< !ein' hi'he&tA rate the i+-ortane o, the ,o))o9in' CEO o+-etenie& to the
a&&oiation, !a&ed on it& urrent )e%e) o, ati%itie&:

q O,,ie )eria) &1i))&
q Boo11ee-in'Nreord 1ee-in' -ro,iien.
q *e+!er&hi- reord& -ro,iien.
q O,,ie +ana'e+ent &1i))&
q O,,ie &.&te+& -ro,iien. @net9or1in', etA
q Ono9)ed'e o, in,or+ation re&oure&
q Re&-on&i%ene&& to +e+!er :ue&tion& and onern&
q Ba&i 1no9)ed'e o, -o)i. i&&ue&
q Ad+ini&tration o, Ethi& o+-)iane -ro'ra+
q Ono9)ed'e o, !u&ine&& and -ro,e&&iona) ri&1 redution i&&ue&
q Ono9)ed'e and o++uniation o, re'u)ator. rea) e&tate en%iron+ent
q Coordination o, -o)itia) ad%oa. &trate'ie&
q Co+-rehen&i%e 1no9)ed'e o, -o)i. i&&ue&
q Ono9)ed'e o, +ar1etin' re&earh and -rodut and &er%ie de%e)o-+ent
q Liai&on 9ith other -ro,e&&iona) a&&oiation&, and 9ith internationa) rea) e&tate
-ro'ra+&
"#
q A!i)it. to +ana'e a &ta,, and ad+ini&trate the i+-)e+entation ,or +e+!er &trate'ie&
and -ro'ra+&
q S-o1e&-er&on ,or the a&&oiation
q 0i&ionar., identi,.in' and artiu)atin' trend& and their i+-at on !u&ine&& and
indu&tr.8 Reo++end ation&8

Notie that a& one -ro're&&e& do9n the )i&t, the o+-etenie& are )e&& ,untionar. and +ore +ana'eria),
in 1ee-in' 9ith the de%e)o-+enta) &ta'e o, the a&&oiation8 CEO& 9ho are rated hi'h). ,or &1i))
e5-etation& near the end o, the )i&t 9i)) 'enera)). !e e5-eted to a&&i'n the initia) o+-etenie& to
&ta,,8 Ne9er a&&oiation& 9i)) e5-et &ta,, to ha%e +ore )i+ited ad+ini&trati%e &1i))&8

*rofessional De,elo(/ent

I, the 'oa) i& to 'ain on&i&ten. ,or a&&oiation -ro'ra+& throu'h )on'/ter+, +utua)). a'reea!)e &ta,,
re)ation&hi-&, then a&&oiation )eader&hi- +u&t a))oate re&oure& that -er+it or'ani(ationa) e+-)o.ee&
to 'ain ne9 &1i))& and o+-etenie& a& the a&&oiation e%o)%e&8 *an. re&oure& e5i&t 9ithin the rea)
e&tate o++unit. to -ro%ide that trainin' at rea&ona!)e o&t8 The Nationa) A&&oiation o, Rea)tor& in
the USA -ro%ide& the ,o))o9in':
o Se), Stud. Cour&e& ,or A&&oiation *ana'er&8 The&e !oo1)et& are
a%ai)a!)e ,ro+ NAR and addre&& &uh i&&ue& a& Bud'etin' and Finania)
*ana'e+ent, *e+!er&hi- *ana'e+ent, *u)ti-)e Li&tin' Ser%ie&, and other&8
4hi)e +an. o, the&e &etion& +a. not !e a--)ia!)e out&ide the US, +an. 9ou)d
!e o, a&&i&tane to the ne9 a&&oiation +ana'er andNor the a&&oiation &eondar.
&ta,,8
o Rea)tor Certi,ied A&&oiation E5euti%e @RCEA De&i'nation8 Thi&
de&i'nation i& a%ai)a!)e ,or tho&e 9ho ha%e a o+!ination o, e5-eriene and
a&&oiation +ana'e+ent under&tandin'8 *o&t o, the Cour&e i& &e),/&tud.8 It
o%er& to-i& &uh a& ,inania) ad+ini&tration o, a&&oiation&, +ana'in'
%o)unteer&, and -ro'ra+& and &er%ie& that rea) e&tate a&&oiation& an -ro%ide8
The :ua)i,.in' e5a+ 9i)) !e a%ai)a!)e on the Internet8 Contat NAR8
o NAR Annua) In&titute ,or A&&oiation E5euti%e&8 He)d annua)). in the
&-rin' in a US it., the In&titute i& a 9ho)e &erie& o, &-ei,i our&e& on
a&&oiation +ana'e+ent i&&ue&8 Sho)ar&hi- a&&i&tane i& a%ai)a!)e, and US
A&&oiation E5euti%e& 9i)) at a& 'uide& ,or ne9 attendee&8
o Re'iona) *u)tinationa) *eetin'&, &uh a& CEREAN or other&8 The&e
+eetin'& o,ten -ro%ide oa&ion& ,or a&&oiation &ta,, to &hare idea& and ,or+
net9or1 'rou-& to a&&i&t eah other 9ith dai). ha))en'e&8
o Internet 9e!&ite& &uh a& the Rea)tor AE 9e!&ite @9998rea)torae8o+A,
the CIPS 9e!&ite @9998i-&net9or18o+A, and other& are a 9ea)th o,
in,or+ation8 A &erie& o, -ro,e&&iona) e/+ai) in,or+ation 'rou-& are a)&o
"$
a%ai)a!)e ,or a&&oiation &ta,,8

Con)u&ion: The a&&oiation &hou)d de%e)o- a )ear on&en&u& a!out it& in%e&t+ent in &ta,,8 It &hou)d
!ui)d a ,oundation that 9i)) +aintain o+-etent &ta,,, enoura'e the retention o, &ati&,ator. -er&onne),
and -ro%ide ,or the trainin' and 'ro9th o, the&e e+-)o.ee&8 The +ea&ure o, &ue&& the a&&oiation ha&
in &ta,,in' i& diret). -ro-ortiona) to it& &ue&& a& an or'ani(ation and the ahie%e+ent o, it& &trate'i
'oa)& and o!3eti%e& a& 9e)) a& +aintainin' a hi'h )e%e) o, +e+!er
""
Education and *rofessional De,elo(/ent *ro)ra/s


2enera) Pro,e&&iona) Eduation ,or *e+!er&

A ,unda+enta) +i&&ion o, +o&t a&&oiation& in)ude& the -ro,e&&iona) 'ro9th o, the +e+!er&hi-
throu'h eduation and trainin'8 Eduationa) o--ortunitie& are a)+o&t a)9a.& ited a& rea&on& ,or
3oinin' a -ro,e&&iona) or trade a&&oiation8 Sue&&,u) a&&oiation& o,,er e,,eti%e 'enera) -ro'ra+&
that addre&& the rea) eduation need& o, +e+!er& and in)ude
Pratia) tehni:ue& ,or &a)e&, !ro1era'e, %a)uation
Current %ita) i&&ue&
Antii-ated ,uture trend&
Bu&ine&& +ode)& and theorie&
Per&ona) re&oure +ana'e+ent


Eduation *ana'er&

Eduation *ana'er& are rea)). the diretor& o, the eduation -roe&&, 9hether the. are -aid &ta,, or
%o)unteer& 9ho hair an eduation o++ittee8 The +ana'er ha& the ta&1 o, Hreatin' an o--ortunit. ,or
)earnin'; ,or the a&&oiation +e+!er&8

The &i5 area& o, o+-eten. ,or the Eduation *ana'er& are:
Eduation Pro'ra+ P)annin' @de%e)o-in' the o%era)) our&e o, &tudie&A,
Pro'ra+ *ana'e+ent @e%ent& -)annin' and +ana'e+entA,
E%a)uation @o, the &ue&& o, the -re&entationA,
*ar1etin' @attratin' attendee& and -artii-ant&A,
S-ea1er Se)etion and Pre-aration,
Finane and Bud'etin' @de%e)o-in' a !u&ine&& -)an ,or the -ro'ra+A8

Se)etin' a--ro-riate eduationa) de)i%er. and )earnin' +ethod&

"6
The a'e o, tehno)o'. and ad%aned 1no9)ed'e a!out adu)t )earnin' ha& +ade it -o&&i!)e to ha%e +an.
hoie& re'ardin' de)i%er. and -re&entation o, &u!3et +atter8 But !e,ore !e'innin' the &e)etion o, the
+ethod and tehni:ue&, it i& e&&entia) to 1no9 9hat the -ur-o&e o, the -ro'ra+ i&, and to identi,. the
riteria ,or &ue&&,u) re&u)t&8 Then e5a+ine 9hih de)i%er. &.&te+ 9ou)d !e&t )end it&e), to +eetin'
the )earnin' o!3eti%e&8 So+e -o&&i!i)itie& in)ude 'rou- -ro'ra+& @&e+inar&, on,erene&, 9or1&ho-&,
,oru+&, and &hort our&e&AK tutorin'K and di&tane )earnin' @%ideo on,erenin', &e),/&tud., te)e-hone
on,erenin'A8

One there i& a to-i, )earnin' o!3eti%e&, and a de)i%er. &.&te+, it i& ti+e to ,ind an in&trutor 9ho an
,ai)itate the -ro'ra+ and +a1e the atua) -re&entation8 It i& i+-ortant to e&ta!)i&h o++on
e5-etation& and en'a'e in oo-erati%e -)annin' 9ith the in&trutor8 An e%a)uation +ethod &hou)d a)&o
!e a'reed u-on, &o that the in&trutor and the &ue&& in +eetin' )earnin' o!3eti%e& an !e
:uantitati%e). +ea&ured8


@haracter$"t$c" of 9'cce""f'l )rofe""$onal :e.elopment )rogram"B
A8 The. are %o)untar., a))o9in' ,or +e+!er& to ha%e -er&ona) hoie and ontro)8
B8 The. are -eer/)ed8 Re&-eted -ro,e&&iona) o))ea'ue& an ,ai)itate )earnin'8
C8 The. are &tandard&/oriented8 There i& an e+-ha&i& on !e&t -ratie& ,or &ue&&8
D8 The. ha%e )on'/ter+ e,,et&8 Student& ,ee) +ore on,ident in their -ro,e&&iona) ro)e& and
e5-eri+ent 9ith and ado-t ne9 9or1in' tehni:ue& and &1i))&8
E8 The. are o-en/ended8 It i& ritia) that the &tudent 1no9 that ne9 tehni:ue& are to !e u&ed
9hen a--ro-riate to areer 'ro9th8

Priin' the Eduation Pro'ra+

In the di&u&&ion in thi& -u!)iation o, non/due& ino+e, the -oint i& +ade that &o+e a&&oiation
&er%ie& and -rodut& &hou)d ri'ht,u)). !e on&idered a ,untion o, due& and a%ai)a!)e to a)) +e+!er&,
and other& +a. !e o,,ered at additiona) har'e& 9hih o,,&et o&t& and e%en +a1e a +ar'in o, -ro,it ,or
the a&&oiation8

Thi& &a+e -rini-a) a--)ie& to eduation our&e&8 Certain eduation to-i& &hou)d !e on&idered to !e a
,untion o, +e+!er&hi-: tho&e +i'ht in)ude a ne9 +e+!er orientation into the a&&oiation and it&
&er%ie&, or a our&e in ethia) !u&ine&& !eha%ior8 On the other hand, )a&&e& +i'ht !e o,,ered in
&-eia)t. area& and ontain in,or+ation that 9i)) !rin' 'reat ,inania) !ene,it to +e+!er&: tho&e our&e&
+a. !e o,,ered at a har'e that o%er& the o&t o, the -ro'ra+& and -ro%ide& re&idua) ino+e to the
a&&oiation8 Throu'h the e,,ort& o, the or'ani(ation, +e+!er& ha%e ae&& to -ro'ra+& that the. +i'ht
not other9i&e enounter, and the. are u&ua)). read. to in%e&t in &uh areer !ene,it&8 Ho9e%er, -riin'
&hou)d a)9a.& !e ,air and ae&&i!)e to a)) +e+!er& 9ho 9ant the eduation -rodut&8
"7

Lien&in' and Certi,iation

In +an. ountrie&, )ien&ure o, rea) e&tate -ro,e&&iona)& i& o, ontinuin' onern8 Lien&ure 'enera)).
in%o)%e& +eetin' &tandard& &et !. a 'o%ern+enta) !od. a& a -art o, the )a9//+ediine, )a9, and
aountan. traditiona)). ha%e )ien&ure re:uire+ent& in +o&t ountrie&8 Thi& +ean& that the andidate
+eet& ertain re:uire+ent& ,or trainin', and then i& )i+ited to ertain -ro,e&&iona) ati%itie& de,ined !.
the )ien&in' !od.8

O,ten, the -ro,e&&iona) a&&oiation -)a.& a )ar'e -art in e&ta!)i&hin' the tehnia) &tandard& a )ien&ee
+u&t +eet8 In the rea) e&tate arena, thi& i& a)&o true, and in &o+e a&e& the -ro,e&&iona) a&&oiation
ad+ini&ter& the erti,iation 9hih i& endor&ed !. the 'o%ern+ent8 T.-ia))., the&e erti,iation
-ro'ra+& re:uire that the andidate +eet eduation and e5-eriene +ini+u+&, and that a re/
erti,iation our& e%er. ,e9 .ear&, u&ua)). throu'h ontinuin' eduation8

Rea) e&tate -ro,e&&iona)& an !ene,it ,ro+ a )ien&in' -roe&& that i& 9e)) on&truted, ,air).
ad+ini&tered, and a''re&&i%e). -ro+oted8

Ho9e%er, &ine )ien&in' i& o,ten a 'o%ern+enta) ati%it. in%o)%in' +ini+u+ &tandard& o,
-er,or+ane, -ro,e&&iona) and trade a&&oiation& ,re:uent). !eo+e in%o)%ed in -ro+otin' +ore
ad%aned )e%e)& o, redentia)in'8 Thi& -ratie i& a))ed Herti,iation;, and re&u)t& in the i&&uane o, a
erti,iate o, ahie%e+ent or a de&i'nation, u&ua)). in a -artiu)ar area o, &-eia)t.8

An e5a+-)e o, a de&i'nation -ro'ra+ ,a+i)iar to rea) e&tate -ro,e&&iona)& around the 9or)d i& the CIPS
-ro'ra+, +aintained !. the Nationa) A&&oiation o, Rea)tor& in the US8 The Certi,ied Internationa)
Pro-ert. S-eia)i&t @CIPSA de&i'nation i& 'ranted to an. rea) e&tate -ro,e&&iona) 9ho o+-)ete& a
&e:uene o, our&e& and &ue&&,u)). de+on&trated -ratia) 1no9)ed'e o, internationa) rea) e&tate
tran&ation&8

Here are &o+e riteria a'ain&t 9hih to +ea&ure an a&&oiation erti,iation -ro'ra+:

A8 An ana).&i& ha& deter+ined the ruia) !od. o, 1no9)ed'e one +u&t +a&ter to &ue&&,u)).
ao+-)i&h the ta&1& a&&oiated 9ith the -ro,e&&ion8
B8 A &.))a!u& or urriu)u+ o%er& the !od. o, 1no9)ed'e de,ined in the ana).&i&8
C8 A te&t i& de%e)o-ed to +ea&ure oneG& +a&ter. o, the +ateria)8
D8 The te&tin' in&tru+ent& are on&tant). re%ie9ed and %a)idated to +a1e &ure the. are e,,eti%e
and a--)ia!)e to the !od. o, 1no9)ed'e8
E8 There are ade:uate -ro%i&ion& ,or ,air te&t ad+ini&tration and &eurit.8
"<
F8 There i& a 9e))/&u--orted 3u&ti,iation ,or the ut/o,, -oint: tho&e 9ho ,a)) !e)o9 it are not
'ranted )ien&ure or erti,iation8
28 There i& a ,air +ehani&+ ,or de+on&tratin' -ratia) &1i)) in the area o, erti,iation8
H8 There i& a -roe&& ,or rene9in' the erti,iation8 The re/erti,iation -roe&& i& +eanin',u),
enoura'in' de&i'nee& to +aintain their -ro,e&&iona) &1i))&8 Re/erti,iation a)&o -ro%ide& an
on'oin' &oure o, ino+e and &u&tained +e+!er&hi- rene9a)& ,or the a&&oiation o,,erin' the
erti,iation8
I8 The de&i'nation i& reo'ni(ed !. the -u!)i and !. other -ro,e&&iona)& a& a +ea&ure o, &1i)) and
o+-etene8 Thi& re:uire&, o, our&e, on'oin' -u!)i re)ation& ati%it. !. the a&&oiation8

A 9ord o, aution: !eau&e erti,iation -ro'ra+& are !. de,inition e5)u&i%e and re:uire inten&i%e
9or1 to ad+ini&ter and +aintain, the. +a. not !e e5ten&i%e &oure& o, ino+e ,or an a&&oiation8
Their %a)ue &hou)d !e +ea&ured in ter+& o, the +oti%ation the. -re&ent to +e+!er& to inrea&e
o+-eten. and enoura'e -u!)i redi!i)it. to9ard the rea) e&tate -ro,e&&iona)

Con)u&ion:
In ountrie& 9ithout )ien&ure or erti,iation -ro'ra+& ,or rea) e&tate, the or'ani(ation an !eo+e
-roati%e in the de%e)o-+ent o, &uh a -ro'ra+8 2o%ern+ent& +a. 9e)o+e the a&&oiation
ontri!ution to the&e -ro'ra+&: it i& a 9a. e&ta!)i&hin' :ua)it. ontro) and on&u+er -rotetion 9ithout
e5-en&e to the 'o%ern+ent8 In &o+e ountrie&, a&&oiation& +a. e%en ad+ini&ter the )ien&in' -roe&&8
For an a&&oiation, -artii-ation in erti,iation e,,ort& !rin'& !ene,it& to the rea) e&tate -ratitioner&
and -ro%ide& the a&&oiation 9ith o--ortunitie& to -ro%ide eduation -ro'ra+& and ta1e an ati%e ro)e
in de%e)o-in' :ua)it. -er,or+ane ,or the -ro,e&&ion8














"B










DE"ELO*ING AN ORGANIATION CODE OF ETHICS


Si+-). -ut, the ter+ IBu&ine&& Ethi&J re,er& to the +ora) -rini-)e& and &tandard& that 'uide !eha%ior
in the 9or)d o, !u&ine&&8 4hether a &-ei,i re:uired !eha%ior i& ri'ht or 9ron', ethia) or unethia), i&
o,ten deter+ined !. the -u!)i @+edia, intere&t 'rou-&, and other&A, the )e'a) &.&te+, and indi%idua)&;
-er&ona) +ora) %a)ue&8 Inrea&in')., the rea) e&tate !u&ine&& i& o-eratin' aro&& nationa) !oundarie&,
o,ten in u)ture& 9here di,,erin' +ora) and ethia) &tandard& -re%ai)8

To enoura'e ethia) !eha%ior, rea) e&tate or'ani(ation& +u&t !e re&-on&i!)e ,or de%e)o-in' an ethi&
-ro'ra+8

A rea&ona!)e o+-)iane -ro'ra+ ,or -re%entin' ethia) +i&ondut in%o)%e&:
$8 A Code o, Ethia) Beha%ior ,or the or'ani(ation and it& +e+!er&K
"8 O%er&i'ht o, the -ro'ra+K
68 *e+!er trainin'K
78 *ethod& ,or the re-ortin' o, +i&ondutK
<8 Pro%i&ion& ,or +onitorin' and en,orin' the -ro'ra+8

The or'ani(ation 9i)) need to:
$8 Ana).(e -otentia) area& o, ethia) ri&1 in the -artiu)ar en%iron+ent in 9hih +e+!er&
"D
ondut !u&ine&&K
"8 De&i'n a -ro'ra+ that addre&&e& -ro!)e+ &ituation& or interna) ondition& a+on'
+e+!er&
68 P)an to re%i&e it& -ro'ra+ on a re'u)ar !a&i& in re&-on&e to +i&ondut and o%era)) ethia)
i+-ro%e+entK
78 And under&tand and a!ide !. indu&tr. &tandard& o, ondut @)oa) and internationa)A and
o+-). 9ith a--ro-riate )e'a) &tandard&8

A Code o, Ethia) Beha%ior @Code o, Ethi&A

In order to !eha%e ethia))., an indi%idua) +u&t ,ir&t reo'ni(e that an ethia) i&&ue e5i&t&8 The ,untion
o, a Code o, Ethi& i& to identi,. ethia) on,)it&, and -ut the+ into onrete )an'ua'e8 Code& o, ethi&
are ,or+a) &tate+ent& o, 9hat an or'ani(ation e5-et& in the 9a. o, ethia) !eha%ior, and )et +e+!er&
and the -u!)i 1no9 9hat !eha%ior& are ae-ta!)e or i+-ro-er8

There are ,our reo'ni(ed ate'orie& o, ethia) i&&ue&:
Con,)it o, intere&t// the indi%idua) +u&t ho&e !et9een -er&ona) intere&t and the
intere&t o, the or'ani(ation or &o+e other 'rou-,
Fairne&& and hone&t.// the&e are 'enera) &oia) %a)ue& a& 9e)) a& !u&ine&& ru)e&,
Co++uniation// o++uniation re,er& to the tran&+i&&ion o, in,or+ation and
en'enderin' tru&t throu'h hone&t and ,u)) di&)o&ure,
Or'ani(ationa) re)ation&hi-&// The&e in%o)%e the 9a. +e+!er& !eha%e to9ard other&
@u&to+er&, &u--)ier&, o+-etitor&, and -eer&A8

A 'ood Code o, Ethi& &hou)d e5a+ine the 'rou-;& %a)ue& in eah o, the&e area&8 An ati%it. a--ro%ed
!. +o&t +e+!er& o, an or'ani(ation and u&to+ar. in the indu&tr. i& -ro!a!). ethia)8 Prini-)e&
&hou)d !e &tated &-ei,ia)). enou'h to !e rea&ona!). a-a!)e o, -re%entin' +i&ondut8 I, the Code
&a.& IBe Fair and Hone&tJ, thi& direti%e i& not enou'h8 The &tate+ent +u&t !e &-ei,i enou'h ,or
+e+!er& to )ear). under&tand ho9 to a%oid ri&1& a&&oiated 9ith ondutin' their !u&ine&&8

Su''e&ted &te-& ,or 9ritin' a ode o, ethi& ,or an or'ani(ation:
A8 A--oint a 9or1 'rou- o, indu&tr. )eader&8
B8 Be'in !. de,inin' &ituation& that a)) )ear). a'ree are unethia)8 Then, de%e)o-
-o&iti%e and &-ei,i diretiona) &tate+ent& de&i'ned to -re%ent the&e &ituation&
,ro+ ourrin'8
C8 Re%ie9 Code& o, Ethi& de%e)o-ed !. NAR and other rea) e&tate a&&oiation&8
D8 A&1 other +e+!er& and re-re&entati%e& ,ro+ intere&t 'rou-& to re%ie9 and o++ent
"E
on the -ro-o&ed Code8
E8 Re%ie9 the -ro-o&ed Code 9ith a--ro-riate )e'a) and )e'i&)ati%e authoritie&8
F8 Pro%ide a on)u&ion or )o&in' &tate+ent that rein,ore& and a,,ir+& the %a)ue o, the
ode @IThe harater o, the -ro,e&&ion i& o))eti%e). in our hand&8 Pride in 9hat 9e do
i& i+-ortant8 4e earn that -ride !. the 9a. 9e -ut the !e)ie,& &tated here into ationJA8

>ue&tion& to Con&ider in 4ritin' a Code o, Ethi&

4ho are the -er&on& or 'rou-& o, -er&on& a,,eted !. the or'ani(ation, or the +e+!er& o, the
or'ani(ation? Ho9 are the. -rioriti(ed?
4hat are the or'ani(ation;& +ain area& o, ation? @Rea) e&tate +ar1etin'? A--rai&a)?
Con&u+er&? Le'i&)ati%e ation?A
4hat unethia) dei&ion& and ation& 9ou)d the or'ani(ation )i1e to -re%ent? Ho9 ou)d the&e
!e -re%ented?
4hat t.-e& o, ethia) -ro!)e+& are +e+!er& o, the or'ani(ation +o&t )i1e). to enounter?
Ho9 an on,)itin' -rini-)e& !e re&o)%ed?
Or'ani(in' the Code
Be'in 9ith a &tate+ent o, -ur-o&e8 Thi& +a. ta1e the ,or+ o, a Prea+!)e or State+ent o, Intent8 Thi&
&tate+ent &hou)d &et the tone o, the dou+ent and out)ine !oth the -ur-o&e o, the or'ani(ation and the
-ur-o&e o, the Code8
*an. !u&ine&& ode& are or'ani(ed around a HRe)ation&hi-&; +ode)8 Thi& t.-e o, or'ani(ation
hi'h)i'ht& re)ation&hi-& !et9een the +e+!er& o, the 'rou-& and other 'rou-& &uh a& the -u!)i,
)ient&, and o+-etitor&8 Thi& +ethod o,ten di%ide& the Code into &etion& that !ein' 9ith &uh
headin'& a& Ielat$on"C>bl$gat$on" to theD% ,o))o9ed !. a )i&t o, &tandard& and 'uidin' &tate+ent&
re)e%ant to that re)ation&hi-8 Care &hou)d !e ta1en to on&trut tenet& that are &ituation/&-ei,i8

I+-)e+entation o, the Code

A8 Di&tri!ute the Code o, Ethi& o+-rehen&i%e). to e+-)o.ee&, a,,i)iate&, and a&&oiated
o+-anie&8 A&1 +e+!er& to &i'n a &tate+ent u-on a--).in' ,or +e+!er&hi- that re:uire& the+
to under&tand and o+-). 9ith the tenant& o, the Code8
B8 De%e)o- an on'oin' eduation +ehani&+ that 9i)) a&&i&t +e+!er& in inter-retin' and
under&tandin' the a--)iation and intent o, the ode8 Con&ider a &ituation/!a&ed trainin'
-ro'ra+ that an !e de)i%ered o,ten and u-dated to +eet e%o)%in' need&8 Another idea i& a
+e+!er hot)ine that an an&9er Code o, Ethi& :ue&tion& a& the. ari&e8
C8 S-ei,. the ro)e o, the or'ani(ation;& o+-an. +ana'e+ent andNor o9ner& in u-ho)din' the
ode8
"F
D8 E&ta!)i&h 'rie%ane -roedure& and an en,ore+ent +ehani&+, in)udin' an a--ea)& -roe&&8
E8 E&ta!)i&h an audit or e%a)uation &.&te+ to deter+ine the e,,eti%ene&& o, the -ro'ra+8
F8 Re%ie9 and +odi,. the -ro'ra+ to i+-ro%e it& e,,eti%ene&&8

Ethia) Co+-)iane Pro'ra+&

At a +ini+u+, an a&&oiation &hou)d de%e)o- an ethia) o+-)iane -ro'ra+ 9hih
Ha& &tandard& and -roedure& 9hih are rea&ona!). a-a!)e o, detetin' and
-re%entin' +i&ondut !. it& +e+!er&K
S-ei,ie& -er&onne) re&-on&i!)e ,or ad+ini&terin' ethi& o+-)iane -ro'ra+&K
2i%e& no &u!&tantia) di&retionar. authorit. 'i%en to +e+!er& 9ith a -ro-en&it. ,or
+i&ondutK
O,,er& e,,eti%e o++uniation o, &tandard& and -roedure& throu'h ethi& trainin'
-ro'ra+&K
Pro%ide& ,or en,ore+ent o, &tandard&, ode& and -uni&h+entK
Enoura'e& ontinuou& i+-ro%e+ent o, the ethia) o+-)iane -ro'ra+8

*onitorin' o+-)iane in%o)%e& o+-arin' the +e+!er;& !eha%ior 9ith the or'ani(ation;& ethia)
&tandard&8 An or'ani(ation +u&t 'i%e thou'ht to the :ue&tion& in%o)%ed in +ea&urin' &tandard& throu'h
the o!&er%ation and re-ortin' o, %io)ation& !. +e+!er&, and throu'h a -roati%e a--roah &uh a&
e5terna) auditin' o, +e+!er o+-)iane8 Ho9 9i)) a +e+!er re-ort &u&-eted %io)ation& o, the
a&&oiation Code o, Ethi& !. other +e+!er&? 4hat re&-on&e ation& 9i)) !e ta1en to the&e re-ort&,
and !. 9ho+? Ho9 9i)) +e+!er& !e re-ri+anded ,or non/o+-)iane 9ith the Code? Ho9 9i)) the.
!e re9arded ,or o+-)iane e,,ort&?

An&9er& to the&e :ue&tion& &hou)d !e odi,ied into a -ratie& and -roedure& +anua) ,or the
a&&oiation re)ation to ethi& en,ore+ent8 The A&&oiation;& Diretor& &hou)d then identi,. the
+aintenane and &u--ort o, thi& ati%it. a& a -riorit. in the &trate'i -)an and in the o-eration&
+ana'e+ent and !ud'et8

For an e5a+-)e o, the en,ore+ent +ehani&+, one +i'ht turn to the &u''e&ted -roedure o, the
Nationa) A&&oiation o, Rea)tor& in the U8S8K the en,ore+ent -ro'ra+ in)ude& the ,o))o9in'
o+-onent&:
$8 4ritten, &i'ned o+-)aint&,
"8 A -re)i+inar. in%e&ti'ation !. a o++ittee o, -eer& to &ee i, the -o&&i!i)it. o, %a)id
ethia) %io)ation e5i&t&,
6#
68 A ,u)) and ,air). onduted hearin' !e,ore an i+-artia) -ane) o, -ro,e&&iona) -eer&,
78 An a--ea)& -roe&& ,or the o+-)ainant and the -art. o+-)ained a'ain&t,
<8 A &i'ni,iant -ena)t. &.&te+ that in)ude& en&ure, ,ine&, and +andated eduation
a'ain&t the -art. 9ho ha& !een ,ound in %io)ation o, the ode8
The&e -roedure& ha%e !een ,ound in 1ee-in' 9ith the ountr.;& )a9& and 3udiia) u&to+, and are
on&i&tent). en,ored in )oa) and re'iona) a&&oiation &ettin'&8



Internationa) Bu&ine&& Ethi&

Ethia) -ere-tion& and internationa) !u&ine&& i& hi'h). in,)uened !. u)tura) di,,erene&8 Beau&e o,
u)tura) and ethia) re)ati%i&+, rea) e&tate !u&ine&& that i& onduted aro&& nationa) !oundarie& +a.
di&o%er ethia) on,)it&8 *a3or ethia) i&&ue& that o+-)iate internationa) !u&ine&& ati%itie& in)ude
&e5ua) and raia) di&ri+ination, -rie di&ri+ination, !ri!er., har+,u) -rodut&, and
te)eo++uniation& @en,ore+ent o, ountr./&-ei,i )a9&, o-.ri'ht&, and :ue&tiona!)e ,inania)
ati%itie&A8 A 'ood dou+ent ,or re,erene in de%e)o-in' an a&&oiation Code o, Ethi& in on3untion
9ith &uh -rini-)e& i& The Cau5 Round Ta!)e Bu&ine&& Prini-)e& o, Ethi& @$FF<A
@htt-:NN9998au5roundta!)e8or'A8 1h$" code $" a.a$lable $n #ppend$3 :, page 980





6$

%E%BERSHI* DE"ELO*%ENT


An a&&oiation e5i&t& ,or it& +e+!er&8 Throu'h it& ati%itie& the +e+!er&; need& are +et and their
!u&ine&& i& +ore &ue&&,u)8 The a&&oiation i& +e+!er/entered, and )eader& and &ta,, +u&t !e &1i))ed
in the tehni:ue& o, +e+!er&hi- +ana'e+ent8

In !ui)din' an a&&oiation, on&idera!)e re&oure& +u&t !e direted to9ard the ,o))o9in' area&: riteria
,or +e+!er&hi- and the a--)iation -roe&&, reruit+ent o, +e+!er&, retention, and )eader&hi-
reruit+ent and trainin'8

Criteria ,or *e+!er&hi-

*e+!er&hi- riteria &hou)d !e deter+ined 9hen the !.)a9& are !ein' dra,ted, and &hou)d !e
inor-orated into the+8 4hen de%e)o-ed and a'reed u-on !. the +e+!er& throu'h the !.)a9 ado-tion
-roe&&, +e+!er&hi- riteria &hou)d !e &trit). ,o))o9ed and ,air). en,ored8

So+e :ue&tion& to on&ider in de,inin' +e+!er&hi- riteria:
Are the +e+!er&hi- riteria an o-en &tandard? *a1e &ure the a&&oiation
doe& not e5)ude raia), &oia) or -o)itia) 'rou-&8
Doe& the +e+!er&hi- in)ude in &o+e 9a. a)) -ro,e&&iona)& in%o)%ed in the
rea) e&tate tran&ation? Cate'orie& ,or a,,i)iate +e+!er& or 'o%ern+enta) &er%ie
+e+!er& an !e in)uded in the !.)a9&8 Pre&ene o, the&e 'rou-& 9i)) reate a 'reater
unani+it. in the rea) e&tate !u&ine&& o++unit.8
Are the riteria ,or retainin' +e+!er&hi- de,ined? I, a +e+!er +u&t do
&o+ethin' in order to 1ee- hi& +e+!er&hi- @i8e8, +aintain an ati%e )ien&eA, that
6"
re:uire+ent &hou)d !e )ear). &tated8
I, the a&&oiation ter+inate& a +e+!er&hi-, are tho&e -roedure& )ear).
de,ined? It i& ,air to a)) -artie& to 1no9 ho9 +e+!er&hi- i& retained, and ho9 it 9i)) !e
ter+inated i, tho&e re:uire+ent& are not +et8

A--)iation Proe&&

The a&&oiation &hou)d ,ir&t de%e)o- a +e+!er&hi- a--)iation ,or+8 The ,or+ &hou)d re:uire the
a--)iant to &tate:
Na+e and Contat in,or+ation
T.-e o, +e+!er&hi- re:ue&ted
Bu&ine&& -ro,i)e a& a--)ia!)e
Con,or+it. to +e+!er&hi- re:uire+ent& and 9i))in'ne&& to a!ide !. the Code o,
Ethi&
Re,erene&

One the a--)iation i& o+-)eted, the a--)iant -a.& due& and ,ee& that 9i)) initiate the a--)iation
-roe&&8 The a&&oiation o))et& due& in ad%ane @the&e +a. !e -ro/rated to ao++odate the
re+ainder o, the +e+!er&hi- .earCi, on). <#L o, the .ear re+ain& !e,ore annua) due& are o))eted,
the a&&oiation +a. e)et to o))et on). <#L o, the tota) due& a+ountA8 A&&oiation& +a. a)&o )e%. a
one/ti+e a--)iation ,ee that re-re&ent& a -ortion o, the au+u)ated +e+!er e:uit. in the a&&oiation8
Care &hou)d !e ta1en to 1ee- thi& a+ount rea&ona!)e and not o&t/-rohi!iti%e8

The re+ainder o, the a--)iation -roe&& +a. on&i&t o, the ,o))o9in' &te-&:
Re%ie9 o, the a--)iation !. a +e+!er&hi- o++ittee
Notie o, the a--)iation to the ati%e +e+!er&
A--ro%a) !. the Board o, Diretor&
A ne9 +e+!er orientation8 @a )a&& or an inter%ie9 9ith the andidate !. an a&&oiation
re-re&entati%eA
Noti,iation o, the a--)iant;& ae-tane and a 9e)o+e to the ne9 +e+!er

In the e%ent that an a--)iant doe& not o+-)ete the +e+!er&hi-, or the Diretor& do not a--ro%e the
a--)iation, then the ,o))o9in' &te-& +u&t !e in -)ae:
Return o, a--)iant;& ,und&
C)ear 9ritten &tate+ent o, the rea&on& ,or re3etion, i, thi& 9a& the a&e
66
Noti,iation o, an. a--ea)& -roedure o-en to the a--)iant8

Proe&&in' Ne9 *e+!er&

In order to 'i%e a ne9 +e+!er a -o&iti%e i+-re&&ion o, the a&&oiation, the )eader&hi- and &ta,, &hou)d
in&titute a -roe&& o, 9e)o+in' the ne9 +e+!er8 Thi& -roe&& &hou)d !e a -art o, the -o)i. +anua)
and &hou)d !e ri'orou&). ,o))o9ed8 It +i'ht in)ude the ,o))o9in':
I++ediate). a1no9)ed'e the reei-t o, an a--)iation8 Thi& ati%it. i& i+-erati%e and an !e
ao+-)i&hed !. a )etter, te)e-hone a)), or !oth8
Tran&,er the a--)iant;& na+e to the +e+!er&hi- +ai)in' )i&t &o that the a--)iant an !e'in to
'ain !ene,it& ,ro+ +e+!er&hi- ri'ht a9a.8
Pro%ide a )i&t o, a)) o-tion& to &er%e on o++ittee& or other +e+!er&hi- in%o)%e+ent
o--ortunitie&8
Pro%ide the ne9 +e+!er 9ith a ti+e). orientation into the a&&oiation8 The orientation an !e
ao+-)i&hed throu'h a )a&& ,or ne9 +e+!er& or, i, the ,re:uen. o, ne9 +e+!er& doe& not
9arrant ondutin' a )a&&, the orientation +i'ht ta1e the ,or+ o, a %i&it ,ro+ )eader&hi- andNor
&ta,,8 The orientation &hou)d o%er:
The Code o, Ethi& o, the a&&oiation
A -ro,i)e o, the a&&oiation in)udin' +e+!er&hi- de+o'ra-hi&, !ud'et, and
a&&oiation &truture8
Other e5-etation& o, +e+!er& 9hih are he)d !. the a&&oiation @-rotoo), )e'a)
re:uire+ent&, )ien&e retentionA
An in%itation to attend ,untion& or -artii-ate in a&&oiation 9or18 It i& i+-ortant to
&tre&& the need ,or -artii-ation in the ear)ie&t &ta'e& o, +e+!er&hi-: thi& &et& a -attern
,or iti(en&hi- in the a&&oiation8
Ho)d &o+e ,or+ o, indution or reo'nition e%ent &o that the ne9 +e+!er i& honored and
9e)o+ed, and i& introdued to the e5i&tin' +e+!er&hi-8

Reruitin' Ne9 *e+!er&

An a&&oiation +u&t ati%e). reruit ne9 +e+!er&8 The a&&oiation;& Strate'i P)an &hou)d identi,. the
+ar1et -enetration @-erenta'e o, a%ai)a!)e +e+!er&A the a&&oiation e5-et& to ha%e on it& ro))&8 Then
an ati%e &erie& o, &trate'ie& +a. !e de%i&ed to +eet thi& 'oa)8

One o, the ,ir&t ta&1& o, an a&&oiation &hou)d !e to de%i&e a )i&t o, -otentia) +e+!er& 9ho +eet it&
+e+!er&hi- re:uire+ent&8 That )i&t &hou)d then !e tar'eted ,or +e+!er&hi-8 So+e o, the ,o))o9in'
+ethod& an !e u&ed:
67

Diret +ai) &o)iitation8 Thi& in)ude& )etter&, in%itation&, !rohure&, and other
-ro+otiona) -iee&8
Per&on/to/-er&on &o)iitation8 De&i'nated re-re&entati%e& ,ro+ the a&&oiation +eet 9ith
a -ro&-eti%e +e+!er to introdue the !ene,it& o, +e+!er&hi- and in%ite a--)iation8
Paid ad%erti&in' in +edia and -ro,e&&iona) 3ourna)& and -u!)iation&8
2rou- Ati%itie& and E%ent&8 O,ten a&&oiation& an in%ite -ro&-eti%e +e+!er& to a
I+e+!er&hi- )unhJ or &i+i)ar ati%it. to e5-)ain !ene,it& o, +e+!er&hi- and introdue
-ro&-eti%e +e+!er& to the e5i&tin' +e+!er&hi-8

Be &ure to ,o))o9 u- 9ith -ro&-eti%e +e+!er& 9ho ha%e !een ontated in one o, the&e 9a.&8 *a1e
&ure the. ha%e an a--)iation ,or +e+!er&hi- and ha%e a)) :ue&tion& an&9ered8

Retainin' E5i&tin' *e+!er&

An. +e+!er&hi- -ro'ra+ +u&t !e t9o/,o)d: ne9 +e+!er& +u&t !e reruited, and e5i&tin' +e+!er&
+u&t !e retained8 O,ten, an a&&oiation ne')et& the )atter ati%it. and ta1e& it& +e+!er& ,or 'ranted8
Sta,, and )eader&hi- +u&t a)9a.& !e a)ert to the need& o, +e+!er&, and the a&&oiation +u&t !e a!)e to
ada-t to +e+!er&; e%er/han'in' re:uire+ent&8

*ethod& o, +e+!er&hi- retention in)ude:
A&&e&&in' and +eetin' +e+!er e5-etation&,
Co++uniatin' ,re:uent). 9ith +e+!er&,
Reo'ni(in' +e+!er&; ahie%e+ent&8

It i& )e&& e5-en&i%e ,or an a&&oiation to retain urrent +e+!er& than to attrat ne9 one&8 The
a&&oiation &hou)d a))oate ade:uate re&oure& to +e+!er&hi- retention ati%itie&8
In reo'nition o, thi&, the +e+!er&hi- retention -ro'ra+ &hou)d in)ude:
A8 De%e)o-in' a *e+!er&hi- Retention Pro'ra+ that i& in)udin' a+on' a&&oiation o-eratin'
-o)iie&8 The Pro'ra+ &hou)d in)ude on'oin' ana).&i& o, the a&&oiation en%iron+ent and o,
+e+!er need&K a de&i'n and i+-)e+entation -)an o, ne9 -ro'ra+& !a&ed on +e+!er need&K
and a o&t/e%a)uation o, a)) retention ati%itie& and +aintenane a +e+!er retention !ud'et8
B8 Enoura'in' oo-erati%e attitude& a+on' &ta,,8 A&&oiation &ta,, &hou)d +aintain a oo-erati%e,
,riend). attitude to9ard a)) +e+!er&8
C8 O,,erin' i+-ro%ed -ro'ra+& and e5-andin' +e+!er &er%ie&8 *e+!er &er%ie& are ruia) in
retention -ro'ra+&8 E)i'i!)e +e+!er& 9i)) u&ua)). dro- +e+!er&hi- !eau&e &er%ie& do not
6<
+eet their e5-etation&8 An a&&oiation &hou)d ondut -eriodi &ur%e.& to 'ain +e+!er
o-inion& a!out the a&&oiation and it& -rodut& and &er%ie&8 A&&oiation )eader& an then -)an
9a.& to ,u),i)) e5-etation& and a)ter ne'ati%e attitude& a+on' +e+!er&8
D8 Noti,iation to +e+!er& o, a&&oiation ati%itie& throu'h
a8 Ne9&)etter& @e/+ai) or -rintA8 The ne9&)etter &hou)d he)- +e+!er& under&tand the. are
-art o, an i+-ortant -ro,e&&iona) net9or18 It need not !e ,an. or e5-en&i%e, !ut it
&hou)d !e u&e,u) and di&tri!uted 9ith re'u)arit.8
!8 Letter& and e+ai)&8 Leader&hi- &hou)d &end oa&iona) )etter& to +e+!er&8 The&e he)-
+e+!er& ,ee) i+-ortant and an !e i+-ortant too)& ,or +e+!er&hi- rene9a)8 A )etter
+a. !e u&ed to announe and hi'h)i'ht a ne9 +e+!er &er%ie8
8 Te)e-hone a))&8 Sta,, and )eader& &hou)d a)) +e+!er& re'u)ar). to +aintain ontat and
di&u&& i&&ue&8 A a)) o, than1& ,or an i+-ortant ontri!ution ,ro+ a +e+!er i& a)&o
+uh a--reiated8
d8 *e+!er&hi- reo'nition8 For+a) a9ard& ere+onie& are one ,or+ o, reo'nition8
*e+!er& an a)&o ,ee) reo'ni(ed and %a)ued !. )etter&, erti,iate&, -u!)i
announe+ent& and ne9& re)ea&e&8
E8 Re&i'nation& &hou)d a)) ,or a -)an o, ation8 An a&&oiation &hou)d ha%e a Hdi&a&ter -)an; in the
e%ent o, a +e+!er&hi- re&i'nation8 The -)an +i'ht in)ude:
a8 Contatin' re&i'ned +e+!er& diret). throu'h )etter&, te)e-hone a))& and -er&ona)
%i&it&8
!8 A1no9)ed'in' the rea&on ,or the re&i'nation8 I, a -ro!)e+ e5i&t&, the a&&oiation +a.
9ant to de%i&e a -)an to re+ed. the &ituation
8 Re/ontatin' the +e+!er and e5-)ain the ation& !ein' ta1en8
d8 Li&tin' the rea&on& 9h. a +e+!er &hou)d not dro- out8
e8 A&1in' that the re&i'nation !e reon&idered8

*e+!er Need& A&&e&&+ent

A&&oiation& need to on&tant). &ta. in ontat 9ith +e+!er& and a&&e&& their need& a& an initia) &te- to
de%e)o-in' +e+!er !ene,it& and &er%ie&8 It i& i+-ortant ,or the a&&oiation to o!3eti%e). re&earh
the&e need&, and not 3u&t de-end on the H,ee)in'&; he)d !. &ta,, or )eader&hi-8

Thi& ati%it. i& a))ed H+ar1et re&earh; and &hou)d !e in)uded in the a&&oiation;& a))oation o,
re&oure& @!ud'etA8 0ariou& +ean& o, ondutin' +ar1et re&earh are a%ai)a!)e to a&&oiation&:

Pro,e&&iona) inde-endent +ar1et re&earh
Sur%e.& onduted !. &ta,, and %o)unteer&
6B
Fou& 'rou-& @di&u&&ion ,ro+ &+a)) ro&&/&etion& o, the +e+!er&hi-A

The 'oa) i& to deide 9hat ne9 !ene,it& to de%e)o- and 9hat urrent !ene,it& to ontinue8 A)&o,
e5i&tin' -rodut& +u&t !e i+-ro%ed 9hen nee&&ar. or e)&e the. 9i)) !e a!andoned !. +e+!er& or 9i))
!e re-)aed !. o+-etition ,ro+ out&ide %endor& 9ho an -ro%ide an i+-ro%ed -rodut at a
o+-etiti%e -rie8


Identi,.in' and Trainin' Leader&

P)an a )eader&hi- tea+ or Diretor&, o++ittee hair+en, and other -otentia) )eader& ,ar in ad%ane o,
an i++ediate need8 Ha%e a 'ood &.&te+ ,or identi,.in' and trainin' -otentia) a&&oiation )eader&, and
+onitor that &.&te+ to 1ee- it &er%in' the a&&oiation e,,eti%e).8 O,,er re'u)ar )eader&hi- trainin'
-ro'ra+& ,or +e+!er& o, the Board o, Diretor& and 1e. Co++ittee )eader& a& 9e)), and on&i&tent).
1ee- the+ in,or+ed a!out indu&tr. and a&&oiation de%e)o-+ent& and trend&8

Leader&hi- %er&u& *ana'e+ent: In +an. 9a.&, &ta,, +ana'e& and %o)unteer& )ead, !ut an e,,eti%e
a&&oiation e5euti%e +u&t !e !oth a +ana'er and a )eader in order to -er,or+ the 3o! e,,eti%e). and to
en&ure that the a&&oiation 'ro9&8 Part o, the -ro!)e+ i& that -eo-)e are trained to !e 'ood +ana'er&
!ut not trained to !e 'ood )eader&8 Leader&hi- !ui)din' and enhane+ent i& an inte'ra) e)e+ent o, a
&ue&&,u) a&&oiation8 I, an or'ani(ation doe& not ontinua)). ,ou& on !ui)din' and +aintainin' it&
)eader&hi-, the or'ani(ation 9i)) ,ade and &ta'nate8

=eader"h$p i& the a!i)it. to +o!i)i(e other& and +oti%ate the+ to 9ant to -artii-ate8 Leader& thin1 in
ter+& o, inno%ation, de%e)o-+ent, reati%it., and the ,uture8

;anagement i& the a!i)it. to diret or e5ert ontro)8 *ana'er& thin1 in ter+& o, ad+ini&tration and
+aintenane, and are ta&1/oriented8

4e))/trained )eader&hi- !rin'& di%idend& to the a&&oiation8 Tho&e !ene,it& in)ude a &ta!)e +e+!er&hi-
!a&e o, &ati&,ied +e+!er&, &+ooth). run !oard& and o++ittee&, i+-ro%ed :ua)it. o, e)eted
)eader&hi-, and a -ro're&&i%e %ie9 o, the ,uture8 S1i))ed )eader&hi- doe& not 3u&t Hha--en; in an
a&&oiation 9or)d: tho&e in har'e +u&t -o&&e&& the !a1'round in,or+ation and the tehni:ue& o,
+ana'in' and diretin' %o)unteer e,,ort&8 And the. +u&t ha%e !een 'i%en the re&oure& and the &u--ort
to arr. out the a&&oiation;& 'oa)&8

It i& i+-ortant to the )i,e o, the a&&oiation to enoura'e &hared )eader&hi-8 An or'ani(ation &hou)d
)i+it the ter+&, or a+ount o, ti+e, )eader& +a. &er%e8 Ru)e& &hou)d !e -)aed in the !.)a9& that -re%ent
a -re&ident ,ro+ &er%in' +ore than t9o &ue&&i%e ter+&8 Diretor& and other 1e. o++ittee& &hou)d
6D
a)&o ha%e ter+ )i+it& and tho&e &hou)d !e &ta''ered, &o that a ,e9 ne9 +e+!er& are a--ointed eah
.ear, 9hi)e e5-eriened +e+!er& re+ain in -)ae to retain ontinuit. and e5-eriene on the !oard o,
diretor& or o++ittee8

The rotation o, ne9 )eader& and ,re&h idea& nee&&itate& on'oin' a&&oiation )eader&hi- trainin', &o that
ontinuit. re+ain& and ne9 dei&ion/+a1er& ha%e nee&&ar. &1i))&8 Content& o, )eader&hi- trainin'
-ro'ra+& +a. in)ude:
A 'enera) introdution to the a&&oiation !. out'oin' )eader&hi- andNor &ta,,8 In)ude hi&tor.,
!ud'et&, ,inane&, and &trate'i -)an, a& 9e)) a& urrent or'ani(ation8 Do not a&&u+e that
ino+in' )eader& 1no9 the&e thin'&8
A )eader&hi- +anua) that in)ude& urrent -o)iie&, the Strate'i P)an, +inute&, and re,erene
+ateria)& to the area& +entioned a!o%e and other &i'ni,iant area&8
A di&u&&ion o, +utua) e5-etation& and the 9or1in' re)ation&hi- !et9een )eader&hi- and &ta,,8
Attendane ,or ino+in' and urrent )eader& and a--ro-riate &ta,, at re)e%ant e%ent&, in)udin'
tho&e -ro%ided !. re'iona) !u&ine&& or'ani(ation&, NAR, and other or'ani(ation&8
Trainin' ,or %o)unteer )eader&hi- in tehni:ue& o, +eetin' +ana'e+ent and -u!)i re)ation&8

Co++ittee&

One o, the +o&t o++on 9a.& o, !ui)din' a&&oiation tea+& and 'ettin' 9or1 done i& throu'h
o++ittee&, or %ariation& o, o++ittee& 1no9n a& Hta&1 ,ore&;, H9or1 'rou-&; and Htea+&;8 In a))
a&e&, the u)ti+ate 'oa) i& the &a+e: to -ro%ide -ro'ra+&, -rodut& and &er%ie& that !e&t +eet
+e+!er&; need& and are o&t e,,eti%e8

Co++ittee t.-e& are:
A8 Standin' Co++ittee&: &tandin' o++ittee& &er%e )on'/ter+, on'oin' a&&oiation ,untion8
E5a+-)e& are the B.)a9& Co++ittee, the *e+!er&hi- Co++ittee, the Bud'et and
Finane Co++ittee8
B8 A Ta&1 Fore i& a--ointed to ,i)) a &-ei,i &hort/ter+ ta&1 or 'oa)8 It 9i)) !e di&!anded
one it ha& ,u),i))ed it& -ur-o&e8

Sue&&,u) o++ittee& ,o))o9 &o+e !a&i ru)e&8 So+e o, the&e are:
A)) o++ittee& &hou)d ha%e a hair+an and a reord/1ee-er8
The Board O, Diretor& &hou)d re%ie9 a)) o++ittee +inute&8 *inute& &hou)d !e
1e-t in a &a,e -)ae, a& the. on&titute a %a)ua!)e -art o, the a&&oiation;& hi&tor.8
The a&&oiation &hou)d ado-t &o+e !a&i -o)iie& ,or o++ittee +ana'e+ent
@the&e +i'ht a)&o a--). to the Board o, Diretor& +eetin'&A:
6E
o Pre-are ,or the +eetin':
Di&tri!ute a -a1et o, in,or+ation a &et nu+!er o,
da.& -rior to the +eetin'8 Co++ittee +e+!er& &hou)d arri%e at the
+eetin' ,u)). in,or+ed8
An a'enda 9ith -redited ti+e& ,or di&u&&ion &hou)d
!e in)uded in the -a1et8 *e+!er& +a. +a1e ad3u&t+ent& to tho&e
ti+e& at the !e'innin' o, the +eetin', !ut it i& the hair+an;& ro)e to
1ee- the o++ittee on tra18
U&e& a on&ent a)endar ,or+at8 A)) hou&e1ee-in'
ite+& @!ud'eted e5-enditure&, a--ro%a) o, +inute& and re-ort&, et8A
are reei%ed 9ith one &in')e +otion8 Ite+& needin' &-ei,i attention
+a. !e -)aed e)&e9here on the a'enda8
A)) re&o)ution& or +otion& that 9i)) !e ated u-on
&hou)d !e in)uded in the ad%ane -a1et8 An i+-at &tate+ent,
in)udin' the hi&tor. o, the +otion, &hou)d ao+-an. an. +otionK
it& i+-at on a&&oiation re&oure& @&ta,,, %o)unteer&, and +one.A, the
-ro& and on& o, the ation, and the re)e%ane o, the -ro-o&ed ation
to the &trate'i -)an8
o Condutin' the +eetin' &hou)d !e done !. a'reed/u-on ru)e&8 The
hair+an en,ore& the&e ru)e&8
o The ro)e o, the Chair+an i& to
Ad+ini&ter de!ate, and not -artii-ate in di&u&&ion&
So)iit in-ut ,ro+ a)) +e+!er&, in)udin' :uiet one&
*a1e &ure e%er.one 9ho 9ant& to &-ea1 ha& a hane
to do &o, !e,ore a))o9in' +e+!er& to &-ea1 ,or a &eond ti+e
Li+it +e+!er&; ontri!ution& to a &-ei,ied )en'th o,
ti+e, i, nee&&ar.8
See1 a)ternatin' &-ea1er&, -ro and on, on an i&&ue
*a1e ertain that &-ea1er& addre&& on). the i&&ue at
hand8
En&ure a)) +e+!er&; re+ar1& are direted to the hair
and not to eah other8
Con%ene and ad3ourn the +eetin' in a ti+e). ,a&hion8
o The Board or Co++ittee +e+!er& &hou)d under&tand that one a
dei&ion i& +ade and a--ro%ed, the. are e5-eted to &u--ort the dei&ion
9hen &-ea1in' to other&8

Additiona) >ue&tion& a!out Co++ittee&:

6F
A8 4hat i& the re)ation&hi- !et9een the o++ittee& and the Board o, Diretor&? Do the
Diretor& re&-et the Co++ittee;& 9or1 and 'enera)). a--ro%e it? Doe& the Co++ittee
need a--ro%a) ,ro+ the Board o, Diretor& !e,ore &-endin' +one. and a&&oiation
re&oure&? I& the Co++ittee e+-o9ered to ta1e a -u!)i -o&ition on !eha), o, the
a&&oiation? Are the&e ite+& )ear). dou+ented in the a&&oiation -o)i. +anua)?
B8 I& the Board o, Diretor& 1e-t in,or+ed a!out the 9or1 o, the Co++ittee&, either throu'h
the +inute& or a &u++ar. re-ort ,ro+ the Co++ittee re-re&entati%e?
C8 4hen a--ointin' the Co++ittee +e+!er&, doe& the Chair+an o, the Board tr. to ,it the
ri'ht -er&on 9ith the a--ro-riate o++ittee? Doe& the Board on&ider the intere&t, &1i))&,
and te+-era+ent o, the andidate ,or the Co++ittee -o&ition?
D8 Doe& eah Co++ittee ha%e a 3o! de&ri-tion? Doe& the Board o, Diretor& in,or+ the
Co++ittee a!out 9hat 'oa)& it ha& 9hih &hou)d !e +et? Doe& the Board -eriodia)).
re%ie9 eah Co++ittee;& -ro're&&?
E8 I& there a &ta,, -er&on or a )iai&on ,ro+ the Board o, Diretor& @or !othA -re&ent at eah
+eetin' o, eah Co++ittee?
F8 I& there a 9a. to H,ire; Co++ittee +e+!er& 9ho are un-roduti%e or do not attend
+eetin'&?
28 Are Co++ittee ontri!ution& and indi%idua) +e+!er& reo'ni(ed and than1ed !. the
a&&oiation )eader&hi-?

E%en thou'h the traditiona) &truture o, an a&&oiation o++ittee i& han'in', o++ittee& are &ti))
i+-ortant8 The a&&i&t in 'ettin' needed 9or1 done, -ro%ide the )eader&hi- and &ta,, 9ith %a)ua!)e
,eed!a1 ,ro+ +e+!er&, and &er%e a& a trainin' 'round ,or ne9 )eader&8 Care &hou)d !e ta1en !. the
Board o, Diretor& and it& Chair+an to a--oint o++ittee +e+!er& are,u))., and to reate an
en%iron+ent in 9hih the o++ittee an o-erate e,,eti%e). and 9ith +a5i+u+ !ene,it to the
a&&oiation8 A%oid a--ointin' +e+!er& o, the Board o, Diretor& a& o++ittee hair&, thu&
inor-oratin' di%er&e -oint& o, %ie9 in dei&ion/+a1in' and in)udin' ,re&h ontri!ution& to
)eader&hi- ro)e&8

Con)u&ion: A&&oiation& +u&t !e e5-ert in )eader&hi- +ana'e+ent and +e+!er de%e)o-+ent,
in)udin' reruit+ent and retention8 *e+!er& are the )i,e!)ood o, the or'ani(ation, and %o)unteer& and
&ta,, +u&t !e +ind,u) o, -ro%idin' &er%ie and &ati&,ation8

7#
#ses of Tec.nolo)& in t.e Association



Pro,e&&iona) a&&oiation& need to !e in the ,ore,ront o, tehno)o'. ad%ane+ent&8 The. ha%e a
re&-on&i!i)it. to 1ee- in,or+ed a!out the tehno)o'. a%ai)a!)e to and !ein' u&ed !. the +e+!er&8
A&&oiation& a)&o need to under&tand ho9 tehno)o'. an &tren'then the o-eration& o, their a&&oiation
and +u&t !e -re-ared to +a1e on&idered, in,or+ed dei&ion& re'ardin' the tehno)o'. in%e&t+ent& o,
the a&&oiation;& re&oure&8

2enera) o,,ie ,untion& o, the a&&oiation &hou)d !e o+-uteri(ed8 A !a&i +ode) in)ude& the&e
,untion&:
4ord Proe&&in' and Dou+ent Stora'e
*e+!er&hi- Reord&
Due& Bi))in'
2enera) Aountin'
Co++uniation& and Ne9&)etter&K &oia) net9or1in' -ro'ra+& and eduation
Coo-erati%e *e+!er Ser%ie& &uh a& &earha!)e -ro-ert. )i&tin' in%entorie&

The 9ord -roe&&in' and dou+ent &tora'e ,untion& are readi). a%ai)a!)e in third -art. &o,t9are &uh
a& 4ord or 4ord Per,et8 The Nationa) A&&oiation o, Rea)tor& an -ro%ide a&&i&tane throu'h it&
7$
NRDS -ro'ra+ ,or +e+!er&hi- reord &o,t9are and due& !i))in' and -a.+ent &o)ution& and
aountin' &o,t9are an !e either &i+-)e or %er. o+-)iated: a&&oiation& &hou)d ontat a ,inania)
-ro,e&&iona) ,or ad%ie in &o,t9are a:ui&ition and in&ta))ation8

*ore indu&tr./&-ei,i tehno)o'. i&&ue& ,or rea) e&tate a&&oiation& in%o)%e a--)iation& ,or
tehno)o'. and ,or +u)ti-)e )i&tin' or -ro-ert. in,or+ation &harin'8

Co++uniation&

A&&oiation& are a)9a.& &ee1in' ne9 9a.& to i+-ro%e o++uniation& a!i)itie&8 Thi& o!&er%ation a)&o
a--)ie& to the +e+!er& o, the a&&oiation, -artiu)ar). tho&e 9ho +a. ha%e +u)ti-)e o,,ie& or 9ho
+a. 9i&h to tran&at a -ro-ert. tran&,er or re,erra) at a di&tane8

Tehno)o'. ha& +ade it ea&. ,or +e+!er& and ,or a&&oiation& to o++uniate ,a&ter, +ore ,re:uent).,
and +ore o+-rehen&i%e).8 O,,ie& an e5han'e dou+ent& and a'ree+ent ,or+&8 A&&oiation& an
ta1e &ur%e.&, %ote and ho)d +eetin'& %ia the Internet8 E%er. &hou)d ha%e the ,o))o9in' u&e& in it&
tehno)o'. in%entor.:
Internet E/+ai)
0ideoon,erenin' and &e+inar&
Li&t &er%e&
Broada&t Fa5e&
An a&&oiation 4e!&ite ,or +e+!er& andNor the -u!)i

In addition, the a&&oiation +a. !e u&in' an
*LS @*u)ti-)e Li&tin' Ser%ieA
Coo-erati%e In%entor. Di&-)a. @)oa), re'iona), or internationa)A
Interna) Net9or1in' &.&te+
Re,erra) Ser%ie !et9een *e+!er&
Other reati%e a--)iation to a&&i&t +e+!er& 9ith rea) e&tate &a)e&
Eduation and Trainin' Pro'ra+ De)i%er.
Ne9&)etter& and +e+!er&hi- a)ert &.&te+

A)) o, the&e a--)iation& !rin' an a&&oiation:
A8 Co&t &a%in'&
B8 Ti+e &a%in'&
7"
C8 Interonneti%it.
D8 On'oin' Eduation
E8 Broader +ar1et area

An A&&oiation 4e!&ite

One o, the &er%ie& an a&&oiation 9i)) 9ant to o,,er ,or it& +e+!er& and ,or the -u!)i 9i)) !e an
a&&oiation 9e!&ite8 Bui)din' a -re&ene on the Internet i& one o, the +o&t e,,eti%e 9a.& to &-end
a&&oiation re&oure& in order to ao+-)i&h +e+!er o++uniation, and -ro%ide &er%ie& to !oth
+e+!er& and the 'enera) -u!)i8

In order to !e'in, .ou 9i)) need:
$8 A ho&t ,or the &ite8 Thi& 9i)) )i1e). !e a o++eria) Internet &er%ie -ro%ider8 *a1e &ure
that the -ro%ider i& re-uta!)e, i& u- and runnin' a)) the ti+e, and ha& the re&oure& to
ao++odate %i&itor& to the &ite 9ithout &)o9in' do9n the re&-on&e ti+e8 The ho&t &ite
need not !e a )oa) !u&ine&&8 A 9e!&ite de&i'ner +a. ha%e &o+e 'ood &u''e&tion&8

"8 A 9e!&ite de&i'ner8 The !e&t an&9er i& to ,ind a -ro,e&&iona) 9e!&ite de&i'ner 9ho an
!ui)d the &ite8 O,ten there are e5e))ent de&i'ner& in the &hoo)& or in the o++unit. 9ho
are )e&& e5-en&i%e than )ar'er ,ir+&8 Che1 their re-utation are,u)). !e,ore !e'innin', and
'et a re&-on&e ,ro+ &e%era) o, their ,or+er u&to+er&8 Ha%e a )ear under&tandin' o,
-er,or+ane e5-etation&, in)udin' o+-)etion ti+e&, 9ith an.one 9ho i& hired8

68 A )ear under&tandin' o, 9hat the &ite +u&t ao+-)i&h8 Put thi& in 9ritin', and a&1 a))
in%o)%ed in the dei&ion/+a1in' -roe&& and the 9e!&ite de&i'ner to a'ree to the&e
&-ei,iation&8 In)ude the de&i'n o, the &ite, it& ,untion&, and the ti+e )ine !. 9hih it
&hou)d !e o+-)ete8 De&i'nate one -ro3et +ana'er to o%er&ee thi& -roe&&, -ro!a!).
a&&oiation &ta,,8

Here are &o+e &u''e&tion& ,or de&i'nin' a &ite ,or a rea) e&tate a&&oiation8

$8 De&i'n ,or t9o di&tint audiene&, the 'enera) -u!)i and the +e+!er& o, the a&&oiation8
The a&&oiation +a. 9ant to ha%e a H+e+!er& on).; &etion o, the &ite, -roteted !.
-a&&9ord or &o+e other ,or+ o, &eurit.8
"8 On the -art o, the &ite that i& &een !. the 'enera) -u!)i, re+e+!er that it i& the ,ae the
a&&oiation -re&ent& to the 9or)d at )ar'e8 Oee- it &i+-)e and ea&. to u&e8 Con&ider
in)udin' the ,o))o9in' ,eature&:
a8 A 'enera) introdution to the a&&oiation8
76
!8 He)-,u) in,or+ation a!out the -roe&& o, rea) e&tate tran&ation& in .our ountr.8
8 A diretor. o, a&&oiation +e+!er& 9ith )in1& to their 9e!&ite& and e/+ai)
addre&&e&8
d8 An in%entor. o, -ro-ertie& ,or &a)e8 Thi& ou)d !e a& &i+-)e a& ad%erti&e+ent& o,
,eatured -ro-ertie& -aid ,or !. +e+!er&, to an a''re'ation o, a)) a%ai)a!)e -ro-ertie&
a& the. o+e on the +ar1et in .our ountr.8 @A&&oiation& +a. 9ant to &tart &i+-).
and -ro're&& to a +ore e)a!orate &trate'. at a )ater ti+e8A 2ood re&u)t& an !e
ahie%ed !. enoura'in' +e+!er o+-anie& to -artii-ate in internationa) data
a''re'ation -ro'ra+& &uh a& I++o!e) or Pro5io, 9here -ro-ert. )i&tin'
in,or+ation an !e tran&)ated into a %ariet. o, )an'ua'e&8
e8 Data a!out the rea) e&tate !u&ine&& )i+ate in the ountr.8 The &ite +i'ht tra1
-ro-ert. &a)e& &tati&ti&, re-ort a%era'e &e))in' -rie&, and ,undin' a%ai)a!i)it.8
*a1e &ure there i& a +ean& ,or 1ee-in' a)) in,or+ation urrent8

68 The +e+!er&/on). &etion o, the a&&oiation 9e!&ite i& an i+-ortant +ean& o, 1ee-in' the
+e+!er&hi- in,or+ed and ohe&i%e8 Thi& &etion +i'ht ontain
a8 A re-o&itor. o, in,or+ation the +e+!er +i'ht need to ae&& a!out the
a&&oiation8 The&e in)ude 'o%ernin' dou+ent&, due& in,or+ation, +eetin'
announe+ent& and re'i&tration& in,or+ation, and ontat in,or+ation ,or
a&&oiation &ta,, and )eader&8
!8 The a&&oiation ne9&)etter8
8 U-date& on +atter& o, -ro,e&&iona) onern, &uh a& )e'i&)ati%e and )e'a)
de%e)o-+ent&8
d8 Area& ,or de)i%er. o, other a&&oiation &er%ie& and -rodut&, &uh a& &tandard
-ro,e&&iona) ,or+&

Both &etion& an ontain )in1& to other i+-ortant 9e!&ite&, thu& !eo+in' a hu! o, in,or+ation +uh
o, 9hih i& +aintained e)&e9here on the 4or)d 4ide 4e!8

O!%iou&)., it i& i+-ortant ,or the a&&oiation to +aintain thi& &ite on a re'u)ar and on&i&tent !a&i&8 The
&ite &hou)d !e he1ed re'u)ar). and the in,or+ation u-dated8 Pre%iou&). de%e)o-ed ,eature& &uh a&
)in1& to other 9e!&ite& &hou)d !e te&ted to +a1e ertain the. are intat8 4e!&ite& are not )i1e -rinted
+ateria): %ie9er& e5-et 9e!&ite& to !e urrent and aurate8 A&&oiation& +u&t !ud'et re&oure& to
+aintain thi& i+-ortant ,untion8

>ue&tion& to a&1 a!out an a&&oiation 9e!&ite:
$8 I& it &i+-)e and ea&. to u&e?
"8 Doe& it )oad :ui1). onto a %i&itor;& o+-uter?
68 I& it +aintained and u-dated on a ,re:uent !a&i&? I& there a de&i'nated -er&on in har'e o,
77
&eein' that thi& i& done?
78 Doe& it antii-ate 9hat the %i&itor& 9ant, 9hether the. are +e+!er& or the -u!)i?
<8 I& there ontat in,or+ation ,or the a&&oiation? It thi& in,or+ation ea&. to ,ind?

A ,ina) 9ord a!out 9e!&ite&: the !e&t/de&i'ned &ite i& u&e)e&& i, no one an ,ind it8 An a&&oiation
&hou)d ha%e a +ar1etin' -)an ,or it& 9e!&ite8 That -)an +i'ht in)ude:
$8 Puttin' the 9e!&ite addre&& on a)) a&&oiation )iterature, !u&ine&& ard&, and &tationar.8
"8 De%e)o-in' a net9or1 o, )in1& to .our &ite ,ro+ other &ite&8 Soure& o, tho&e )in1& +i'ht
!e:
a8 4e!&ite& o, other +e+!er& and a,,i)iate +e+!er&8
!8 4e!&ite& o, other re)ated !u&ine&&e& and a&&oiation&, &uh a& !ui)der&8
8 4e!&ite& o, other &er%ie&Ctra%e) &ite&, the Cha+!er o, Co++ere, and 'enera)
in,or+ation &ite& 9hih +a. !e &-on&ored !. o++unitie& or a&&oiation&8 The
NAR CIPS -ro'ra+ and .our NAR -artner a&&oiation& are a &oure o, )in1 re,erra)&
to .our &ite8
d8 2ood u&e o, &ite de&i'n ,untion& &uh a& +eta/ta'&8 Che1 9ith .our de&i'ner to
under&tand ho9 the&e tehni:ue& ha%e !een inor-orated into .our &ite8


Tehno)o'. Need& A&&e&&+ent

Beau&e tehno)o'. i& ra-id). han'in', and !eau&e +an. a--)iation& an !e de%e)o-ed ea&i). and
ine5-en&i%e)., there i& a dan'er in !ein' too -roati%e a!out -o&&i!)e u&e& o, tehno)o'. in a rea) e&tate
a&&oiation &ettin'8 It i& +ore -roduti%e to enoura'e a&&oiation %o)unteer and &ta,, )eader& to +a1e
re&-on&i!)e and in,or+ed tehno)o'. a:ui&ition dei&ion& &o the a&&oiation an +a5i+i(e it&
in%e&t+ent&8

De%e)o-in' the Need& A&&e&&+ent

Care,u) -)annin' i& the e&&ene o, a &ue&&,u) tehno)o'. a:ui&ition -ro'ra+8 The&e 'enera) &te-&
an he)- )eader&hi- and &ta,,:

A8 Deter+ine and under&tand the need& at hand8 Re%ie9 the a&&oiation 'o%ernin' dou+ent&
and +i&&ion &tate+ent in order to under&tand urrent and ,uture tehno)o'ia) need&8
B8 E5a+ine and deter+ine 9hat 9or1 +u&t !e -er,or+ed !. the tehno)o'.8
C8 Ono9 the dutie& and re&-on&i!i)itie& o, &ta,, !. re%ie9in' 3o! de&ri-tion& and dai). dutie&8
Con&ider ho9 &ta,, an u&e tehno)o'. to i+-ro%e their -er,or+ane, and ho9 the. urrent).
7<
u&e tehno)o'.8 An e5a+-)e +i'ht !e in the area o, +e+!er&hi- reord&: an the&e reord& !e
auto+ated &o that +e+!er &tatu& an !e tra1ed, due& -a.+ent& reorded, and +ai)in' )a!e)& or
e/+ai) )i&t& 'enerated?
D8 Tra1 the in,or+ation ,)o9 to and ,ro+ the a&&oiation o,,ie8 De%e)o- a Hroad +a-; that
i))u&trate& ho9 in,or+ation i& u&ed in the a&&oiation8 Re%ie9 the -roe&&e& u&ed to +ana'e
that in,or+ation and on&ider ho9 tehno)o'. an i+-ro%e the&e -roe&&e&8 Doe& the )eader&hi-
need to 1no9 ho9 the +e+!er&hi- ,ee)& a!out an i&&ue? Can an on/)ine or ,a5 -o)) !e ta1en ,or
&-eed. re&u)t&?
E8 Condut a tehno)o'. &ur%e. o, the +e+!er&8 Find out ho9 the rea) e&tate -ro,e&&ion i&
u&in' tehno)o'.8 Li&ten to the +e+!er& de&ri!e their tehno)o'ia) need&8
F8 U&e thi& &ur%e. a& a !a&i& ,or a tehno)o'. -)an ,or the a&&oiation8 Lin1 the a&&e&&+ent and
reo++endation& to the a&&oiation;& on'oin' !ud'et -roe&&8 Tr. to &.nhroni(e the
a&&oiation;& tehno)o'. 9ith that o, the +a3orit. o, the +e+!er&8
28 Con&ider the H-eo-)e ,ator;8 Con&ider trainin', +ar1etin', and on'oin' &u--ort o, tehno)o'.
Cho9 9i)) the&e !e -ro%ided and ,inaned8 I,, ,or in&tane, the a&&oiation 9ou)d )i1e an
Internet/!a&ed data -oo) o, )i&tin'&, are &hou)d !e ta1en to
a8 De&i'n a -ro'ra+ 9hih i& Hu&er ,riend).; to tho&e ,or 9ho+ it i& intended
!8 P)an ,or the +aintenane o, the data !a&e on an on'oin' !a&i&
8 Pro%ide ,or on'oin' trainin' andNor Hhe)-; ,eature& ,or u&er&
d8 De%e)o- a ,inanin' -)an 9hih 9i)) inor-orate the&e on'oin' o&t&

Purha&in' Con&ideration&

4hi)e -urha&in' on&ideration& ha%e !een in)uded in a tehno)o'. &etion o, thi& +anua), the. are
!a&i tehni:ue& o++on to a)) in%e&t+ent& in e:ui-+ent, &o,t9are, or &er%ie&8 Both )eader&hi- and
a&&oiation &ta,, &hou)d re+e+!er that in%e&t+ent& +ade 9ith re&oure& -ro%ided !. +e+!er& &hou)d
!e +ade 9ith are and on&ideration8 S-eia) intere&t -re&&ure& &hou)d !e a%oided8

Ste-& to on&ider in +a1in' )ar'e -urha&e& +i'ht in)ude:

Ono9in' 9hat i& needed and e5at). ho9 it 9i)) !e u&ed !e,ore -urha&in' it8
Out)inin' the !ene,it& o, the -iee o, e:ui-+ent or &er%ie8
Under&tandin' the tehno)o'. u&ed in the a&&oiation -ro,e&&ion and the rea) e&tate indu&tr.8
In%o)%in' &ta,,8 The. an !etter e%a)uate ho9 the tehno)o'. 9i)) !e u&ed8
Con&trutin' a !u&ine&& -)an ,or the -urha&e !.
o Pro3etin' ,uture o&t&, %o)u+e and ,untion&,
o Ana).(in' and 3u&ti,.in' ,ea&i!i)it.,
7B
o Con&iderin' i+-)e+entation and trainin',
o Pro3etin' an. -otentia) ino+e to the a&&oiation8
De%e)o-in' a re:ue&t ,or -ro-o&a) @RFPA8
Arran'in' ,or de+on&tration& !. %endor&8
Che1in' 9ith other -rodut u&er& to deter+ine their &ati&,ation8

0endor& o, -rodut& and &er%ie& are o,ten inter%ie9ed, e&-eia)). 9hen the -urha&e i& a )ar'e one8
Con&ider the ,o))o9in' :ue&tion&:
A8 Doe& the -rodut or &er%ie do 9hat the %endor )ai+& it 9i)) do? Doe& the de+on&tration
o%er a)) o, the&e )ai+&?
B8 Ha& the %endor )ear). e5-)ained ho9 the -rodut or &er%ie +eet& a)) o, the riteria
e5-re&&ed in the RFP?
C8 Ha& the a&&oiation %oied a)) o, the :ue&tion& it ha&? Ha& the %endor an&9ered the+ a))?
D8 I& there a +aintenane ontrat in%o)%ed 9ith the -urha&e? Ha& it !een are,u)).
e%a)uated ,or -rie and ter+&? I, a--ro-riate, ha& the ontrat !een &u!3eted to )e'a)
re%ie9?

Con)u&ion: It i& di,,iu)t to !e +ore &-ei,i a!out -rodut& and &er%ie& ,or a&&oiation&, due to the
,a&t/han'in' nature o, the tehno)o'. 9or)d8 The a&&oiation +u&t !e are,u) to +ana'e it& dei&ion/
+a1in' -roe&& &o that dei&ion& are thou'ht,u), 9e)) ,ounded, and &ti)) %er. ti+e).8 It i& i+-ortant that
)eader&hi- and &ta,, under&tand thi& -roe&& and ta1e are not to )et the dei&ion/+a1in' !eo+e
-ara).(ed !. -o)iti& or re&u)t in o&t). a:ui&ition& that do not +eet artiu)ated need& and &trate'i
'oa)&8












7D










NON3D#ES INCO%E AND "AL#E3ADDED SER"ICES


A )ar'e -art o, the ino+e ,or a traditiona) a&&oiation o+e& ,ro+ +e+!er due&8 It i& a reo'ni(ed
theor. that i, an a&&oiation -ro%ide& %a)ua!)e &er%ie& ,or +e+!er&, the. 9i)) -a. ,or tho&e !ene,it&
throu'h due& and a&&e&&+ent&8

Ho9e%er, in toda.;& tehno)o'ia) 9or)d, it i& !eo+in' ea&ier to &e'+ent &er%ie& and -rodut&, and
a&1 -eo-)e to -a. ,or on). the one& the. u&e8 I+-)e+entin' thi& -ratie 'i%e& the a&&oiation &e%era)
!ene,it&:
A8 It he)-& the a&&oiation re+ain +ore inde-endent o, ,)utuation in +e+!er&hi- )e%e)&K and
B8 It he)-& the a&&oiation -ro%ide &er%ie& that +eet a 9ider ran'e o, +e+!er need& !eau&e
the +e+!er& are 9i))in' to -a. diret). ,or tho&e -rodut& or &er%ie&8 I, the +e+!er
annot &ee a !ene,it ,or the o&t, there 9i)) !e no ino+e &u--ort ,or the o,,erin'8

7E
Ear). in their or'ani(ationa) -)annin', a&&oiation )eader& &hou)d +a1e a )i&t o, tho&e &er%ie& that are
on&idered to !e in)uded in the due& +e+!er& -a., and tho&e uni:ue or tar'eted &er%ie& that are
o,,ered at additiona) o&t to +e+!er& 9ho u&e the+8 In the )atter a&e, i, +e+!er& are not 9i))in' to
-urha&e the&e additiona) &er%ie&, a&&oiation dei&ion/+a1er& +u&t &eriou&). :ue&tion their 9orth8

In a traditiona) -ro,e&&iona) a&&oiation, the ,o))o9in' ati%itie& are u&ua)). on&idered a -art o, the
due& &truture:
A8 Code o, Ethi& en,ore+ent,
B8 Le'i&)ati%e and )e'a) ad%oa.,
C8 Pro,e&&iona) in,or+ation u-date& to +e+!er&,
D8 Pu!)i i+a'e enhane+ent o, the -ro,e&&ion,
E8 Coa)ition !ui)din' and net9or1in' 9ith re)ated -ro,e&&iona)&8

De-endin' on the iru+&tane, other &er%ie& +a. !e o,,ered to +e+!er& a& a -art o, the due&8
Ho9e%er, are &hou)d !e ta1en to en&ure that due&/,unded &er%ie& and -ro'ra+& !ene,it a)) +e+!er&8
It i& 'ood +ana'e+ent to har'e ,or other -ro'ra+& in -ro-ortion to their u&e8

De&ri-tion& o, &o+e o, the -a./a&/.ou/'o -ro'ra+& and &er%ie& are:
A8 Eduation and erti,iation -ro'ra+&8 4hi)e !a&i eduation -ro'ra+& +i'ht !e o,,ered
a& a -art o, the ne9 +e+!er orientation or -erha-& a +andator. +e+!er trainin' -ro'ra+
in a &u!3et &uh a& ethia) !eha%ior, +an. eduationa) &-eia)tie& ha%e o&t& that &hou)d !e
!orne !. tho&e 9ho u&e the -ro'ra+&8
B8 Pu!)iation&8 A&&oiation& o,ten are the -u!)iation& re&oure ,or their indu&tr.8 To-i&
+a. in)ude &ur%e.&, de+o'ra-hi and eduationa) trend&, and &-eia)i(ed tehnia)
in,or+ation8 Pu!)iation& +a. !e de)i%ered in a %ariet. o, 9a.& &uh a& -a-er or e)etroni&,
!ut the o&t o, the 9ritin' and -rodution &hou)d !e o%ered !. &a)e&8
C8 Coo-erati%e ad%erti&in'8 The rea) e&tate indu&tr. ha& a )on' hi&tor. o, oo-erati%e
ad%erti&in', direted at -ro%idin' a on&u+er &er%ie8 In the United State& and e)&e9here,
)i&tin' in%entor. ha& !een o))eted ,ro+ rea) e&tate o,,ie& and -u!)i&hed on -a-er or at an
a&&oiation 9e!&ite on the Internet8 Thi& one-t i& inrea&in'). o++on in other ountrie&
a& 9e)), and it !ene,it& a -otentia) !u.er o, -ro-ert. !. he)-in' hi+ +ore ea&i). ,ind a
-ro-ert. that +eet& hi& need&8 Traditiona))., the&e &er%ie& are ,inaned !. a )i&tin' ,ee ,ro+
the rea) e&tate -ro,e&&iona), or !. a &er%ie ,ee o, &o+e &ort8
D8 Sa)e o, -ro,e&&iona) -rodut&8 The rea) e&tate a&&oiation an !e a +ar1et-)ae ,or
-rodut& that are u&ed !. -ro,e&&iona)& on a dai). !a&i&8 The&e &er%ie& +a. on&i&t o,
!u.in' o,,ie -rodut& in )ar'e :uantitie& and re/+ar1etin' the+ to +e+!er& at )o9er -rie&
than the. +i'ht other9i&e ,ind, or !. !eo+in' a &oure ,or &-eia)t. -rodut& not a)9a.&
a%ai)a!)e on the o-en +ar1et8

7F
O, our&e, a -ortion o, the -rie o, an. o, the&e -rodut& in)ude& &o+e o, the o&t a))oated to the
a&&oiation to -a. ,or it& o%erhead and -er&onne)8

Data Produt&

One o, the &tren'th& o, an. a&&oiation i& in the data it an o))et throu'h the oo-erati%e e,,ort o, it&
+e+!er&8 In rea) e&tate a&&oiation&, thi& i& e&-eia)). true8 Data o,ten ta1e& t9o &-ei,i ,or+&: )i&tin'
data au+u)ation, and 'enera) eono+i data8

Li&tin' Data o+-i)ation& are the !a1!one o, +an. rea) e&tate a&&oiation&8 The ati%it. ta1e& t9o
,or+&: oo-erati%e ad%erti&in' -ro'ra+&, and +u)ti-)e )i&tin' &er%ie&8 The di,,erene i& that in a
oo-erati%e ad%erti&in' -ro'ra+, data i& au+u)ated in one -)ae and +ade a%ai)a!)e at )ea&t in -art to
the -otentia) !u.er a& a -art o, the &e))in' o,,ie;& +ar1etin' -ro'ra+8 A& +entioned a!o%e, the 'reat
!ene,it o, &uh a -ro'ra+ i& that the !u.er an 'o to one &oure to ,ind a%ai)a!)e -ro-ertie&, thu&
+a1in' the &a)e o, rea) e&tate a readi). a%ai)a!)e and ,riend). one8

The *u)ti-)e Li&tin' S.&te+ u&ua)). ta1e& the o+-i)ation o, )i&tin'& to another )e%e), that o,
-re&u+in' oo-eration !et9een rea) e&tate o,,ie& to !rin' !u.er& and &e))er& to'ether8 Thi& !u&ine&&
-roe&& u&ua)). +ean& that a &in')e rea) e&tate o,,ie ha& the e5)u&i%e ri'ht to )i&t and &e)) a -ro-ert.,
and in%ite& other rea) e&tate o,,ie& to -artii-ate in the &a)e !. -roduin' -ro&-eti%e !u.er&8 A &.&te+
o, ae-ta!)e !u&ine&& -ratie& i& then on&truted &o that o+-etin' o+-anie& an ea&i). do !u&ine&&
oo-erati%e).8
In &o+e ountrie& the e5)u&i%e ri'ht to &e)) )i&tin' i& not )e'a)). ae-ta!)e8 E%en then there +a. !e
+uh to !e 'ained !. e%er.one ontri!utin' to a oo-erati%e )i&tin' -oo) ai+ed at ea&e o, )oatin'
a%ai)a!)e -ro-ertie&8

In e&ta!)i&hin' a )i&tin' in,or+ation oo-erati%e, either a& a 3oint ad%erti&in' e,,ort or a& a ,u))/&a)e
*LS, the a&&oiation )eader& &hou)d on&ider the ,o))o9in' :ue&tion&:

A8 4hat i& the )e'a) en%iron+ent? Are there e5)u&i%e )i&tin'&? Or doe& the &a+e )i&tin'
a--ear a& )i&ted !. &e%era) o+-anie& o, the &e))er;& &e)etion? I, the )atter iru+&tane
e5i&t&, ho9 &hou)d du-)iate -ro-ert. )i&tin'& !e di&-)a.ed? 4hat ,or+at 9i)) +o&t !ene,it
the &e))in' -roe&&?
B8 Do the a&&oiation +e+!er& &ee the !ene,it o, thi& -ro'ra+? I, not, ho9 +i'ht the %a)ue
to the+ !e on%e.ed?
C8 Sine thi& i& a oo-erati%e -roe&&, ho9 9i)) the +e+!er&hi- hand)e an. a!u&e& &uh a&
not &u!+ittin' re:uired data or %io)ation o, other ru)e& that the +e+!er& +a. ha%e ado-ted?
D8 Doe& the -ro3et ha%e a !u&ine&& -)an? I& the -ro3et ade:uate). ,unded? 4ho i& the
tar'et +ar1et ,or thi& -ro'ra+ @+e+!er&? The -u!)i?A8 Ho9 9i)) the data !e ae&&ed?
<#
Ho9 9i)) the a%ai)a!i)it. o, thi& &er%ie !e +ar1eted?

2enera) Rea) E&tate Eono+i Data i& a)&o an i+-ortant o++odit. ,or a rea) e&tate a&&oiation to
o))et and ana).(e8 Thi& t.-e o, data i& o, i+-ortane !eau&e:

A8 It a&&i&t& the +e+!er& to under&tand the eono+i -iture and e+er'in' -attern& and to
&truture their !u&ine&&e& aordin').K
B8 It -o&ition& the a&&oiation in a 1e. re&oure ro)e 9ith 'o%ern+ent and +edia )eader&K
C8 It o,,er& the +e+!er& o, the a&&oiation redi!i)it. in the -u!)i;& -ere-tionK
D8 It -ro%ide& a %ia!)e &oure o, non/due& ino+e in the &a)e o, re-ort& and ana).&e& to non/
+e+!er& &uh a& ,orei'n rea) e&tate de%e)o-er&8

In de&i'nin' a -ro'ra+ to au+u)ate 2enera) Rea) E&tate Data, the a&&oiation )eader& +i'ht on&ider:

A8 For+in' an ad%i&or. o++ittee in)udin' +edia, eono+i&t&, and de%e)o-er& to deter+ine
9hat t.-e& o, data are neededK
B8 E5a+inin' 9hether the +e+!er& o, the a&&oiation an a&&i&t in -ro%idin' that dataK
C8 De%i&in' an ea&. and e,,iient +ean& o, o))etin' the data that +e+!er& an -ro%ide8
Thi& +a. +ean the hirin' o, a &ta,, -er&on or the &u!ontratin' o, thi& e,,ort to an
e5-eriened third -art.K
D8 4ritin' -re&& re)ea&e& and +edia &torie& !a&ed on thi& data and it& ana).&e&K Pa1a'in' and
-rie thi& data &o it an !e &o)d to non/+e+!er&K
E8 Pro%idin' re'u)ar u-date& on eono+i trend&, ,inanin', and !u.er de+o'ra-hi& to the
+e+!er& o, the a&&oiation thu& enhanin' their -o&ition in the rea) e&tate o++unit.8

Con)u&ion: The tehno)o'. o, the !u&ine&& 9or)d i& ra-id). a))o9in' a&&oiation& to -ro%ide
+ore &er%ie& than e%er !e,ore to the !u.in' and &e))in' -u!)i and, u)ti+ate)., to the a&&oiation
+e+!er&8 The&e &er%ie& are inrea&in'). +ore a,,orda!)e to -ro%ide, and +ore %a)ua!)e to the rea)
e&tate o++unit. and to the !u.in' and &e))in' -u!)i8 A& an a&&oiation !ui)d& it& +i&&ion and
&trate'., it need& to on&ider the&e ne9 o--ortunitie& to enhane the rea) e&tate en%iron+ent and at the
&a+e ti+e -ro%ide a &i'ni,iant &oure o, a&&oiation re%enue8




<$








%ARKETING AND *#BLIC RELATIONS

56 %ar2etin)

A&&oiation &ta,, and %o)unteer& o,ten on,u&e IPro+otionJ 9ith I*ar1etin'J, and IPu!)iit.J 9ith
IPu!)i Re)ation&J8 Creatin' a &erie& o, needed -rodut& or &er%ie& 9hih +e+!er& %a)ue and
e&ta!)i&hin' the -ro,e&&iona) -o&ition o, rea) e&tate 9ithin the o++unit. are t9o ati%itie& 9hih
re:uire ,ar +ore under&tandin' and &1i)) than +ere). -u!)i&hin' a !rohure, +a1in' an announe+ent,
!u.in' an ad%erti&e+ent, or i&&uin' a -re&& re)ea&e8

*ar1etin' i& +ore than +ere). &e))in'8 *ar1etin' i& !a&ed on the idea o, ,indin' a need, and ,i))in' it8
The ,ir&t &te- in that -roe&& i& to de,ine the +ar1et8 In a rea) e&tate a&&oiation, the +ar1et ,or a
-rodut or &er%ie +i'ht !e
*e+!er& a& de,ined !. the !.)a9&,
Indi%idua)& and or'ani(ation& atin' a& &u--)ier& or in a,,i)iated indu&trie&,
*e+!er& o, the -u!)i, 9ho )i&t, &e)), o9n, or 9ou)d )i1e to o9n rea) -ro-ert.8

Eah -rodut P 'ood&, &er%ie&, or ati%it.Co, an a&&oiation ha& it& tar'et +ar1et&, and that +ar1et
ha& need&8 In order to di&o%er tho&e need& and 9or1 to ,i)) the+, the a&&oiation +u&t !e in%o)%ed in
ontinua) +ar1et re&earh8 The re&earh o++on). ta1e& the ,or+& o,
$8 Printed or di'ita) :ue&tionnaire& or &ur%e.&,
"8 Te)e-hone inter%ie9&,
68 Fae/to/,ae inter%ie9&,
<"
78 Fou& 'rou-& @&+a)), ,ae/to/,ae 'rou- inter%ie9&A8

Eah o, the&e tehni:ue& ha& it& )e%e) o, a--ro-riatene&&8 The i+-ortant :ue&tion& to a&1 are:
I& thi& re&earh e,,ort 'oin' to -rodue o!3eti%e and +eanin',u) re&u)t&? So+eti+e&
&ur%e.& an !e on&truted to -rodue the an&9er that dei&ion/+a1er& 9ant to hear, or
to %a)idate the dei&ion that ha& a)read. !een +ade8 Suh e,,ort& are an o!%iou& 9a&te
o, ti+e and re&oure&8
I& thi& an in,or+ation/,indin' e,,ort that &hou)d !e direted !. a :ua)i,ied
-ro,e&&iona)?
4ho 9i)) ta!u)ate and ana).(e the re&u)t&? I& that -er&on :ua)i,ied and o!3eti%e?
Ho9 9i)) the e,,ort -rodue ade:uate nu+!er& andNor ro&& &etion o, re&-on&e& to !e
,air and +eanin',u)?

*an. a&&oiation& hire a +ar1etin' -ro,e&&iona) a& an inte'ra) -art o, it& &ta,,, or the or'ani(ation +a.
&u!ontrat 9ith a +ar1etin' 'rou- ,or &-ei,i &er%ie&8 A +ar1etin' -ro,e&&iona) i& trained and
:ua)i,ied to 'ather and ana).(e i+-ortant in,or+ation ,ro+ the +e+!er& and other +ar1et&, and i& a
&1i))ed o++uniator o, the re&earh ,indin'& to the dei&ion +a1er& in an a&&oiation8

*ar1etin' -ro,e&&iona)& tend to &-ea1 o, the ,our a&-et& o, +ar1etin' 1no9n a& Pro'ra+&, Prie,
Pro+otion, and P)ae8 A&&oiation &ta,, and )eader&hi- +u&t a--). the&e on&ideration& to it& -ro'ra+
dei&ion&8
)rod'ct re,er& to an. -ro'ra+, &er%ie, or ati%it. that the a&&oiation de%e)o-&8
)r$ce i& the o&t o, the -ro'ra+ in :ue&tion8 Prie an !e deter+ined !. &e%era) riteria: 9hat
the -ro'ra+ o&t& @in)udin' o%erhead &uh a& &ta,, ti+eA, 9hat the -ro'ra+ i& 9orth @%a)ue to tho&e
attendin'8 The -ro'ra+ ou)d a&&i&t +e+!er& in +a1in' )ar'e ad%ane& in ino+e, ,or in&tane, and
9ou)d !e %er. %a)ua!)e to the+A, or 9hat the +e+!er&hi- an a,,ord to -a. @9ith the a&&oiation
,indin' 9a.& to &u!&idi(e the di,,erene, i, nee&&ar.A8 *o&t ,re:uent)., -riin' i& a o+!ination o,
the&e ,ator&8 )romot$on re,er& to the 9a. the -rodut i& !rou'ht to the attention o, the tar'et
+ar1et8 I, the -rodut i& an a&&oiation &er%ie, the or'ani(ation +a. -ro+ote it throu'h diret +ai),
te)e-hone a))&, -er&ona) %i&it&, or !roada&t ,a5 and e/+ai)8 Ha%in' the tehno)o'. to -ro+ote throu'h
a %ariet. o, +ethod& i& one rea&on an or'ani(ation need& a are,u) &trate'. ,or a:uirin' tehno)o'.
a-a!i)itie&8
)lace in)ude& the +ethod o, de)i%erin' the -rodut8 I, the -rodut i& an eduation o--ortunit.,
-)ae +a. +ean the atua) -h.&ia) )oation o, the -re&entation, or it ou)d in)ude the de)i%er. +ethod
C a&&oiation 9e!&ite&, te)eon,erenin', or -rinted 9or1!oo1&8

The i+-ortant one-t an a&&oiation +u&t re+e+!er i& that +ar1etin' &trate'ie& in%o)%e in%e&tin'
re&oure& in 1ee-in' in touh 9ith +e+!er need&, de%e)o-in' &ue&&,u) &er%ie& and -ro'ra+& to +eet
tho&e need&, and de)i%erin' the+ in a 9a. 9hih 9i)) !ene,it the identi,ied +ar1et, !e it +e+!er& or
the a&&oiation;& -u!)i&8
<6


76 *ublic Relations

E%er. a&&oiation need& to 'i%e are,u) thou'ht to it& -u!)i i+a'e and -u!)i re)ation& -ro'ra+8 It i&
i+-ortant to the +e+!er& o, a -ro,e&&iona) or'ani(ation to !e)on' to a 'rou- that i& 'enera)). %ie9ed
a& redi!)e and %a)ua!)e to &oiet.8 That -u!)i -ere-tion a))o9& the a&&oiation to !e &ue&&,u) in it&
+an. e,,ort& on !eha), o, it& +e+!er&8

For that rea&on, the a&&oiation +u&t a))oate re&oure& to it& -u!)i re)ation& e,,ort&, no +atter ho9
)i+ited it& !ud'et& and &ta,,8 In a))oatin' re&oure&, the dei&ion +a1er& &hou)d ,ir&t on&ider
-ro'ra+& that an !e -erei%ed a& ation/oriented8 No +atter ho9 +uh -u!)iit. a 'rou- reei%e&, i, it
i& -erei%ed a& a Hdo/nothin'; 'rou-, it 9i)) not 'ain +uh reo'nition ,ro+ +e+!er& or ,ro+ the
o++unit. a& a 9ho)e8

Seond)., an a&&oiation +u&t ,ou& it& -u!)i re)ation& e,,ort&8 Rea) e&tate a&&oiation& t.-ia)). ha%e
+an. audiene&: +e+!er&, u&to+er& o, a&&oiation +e+!er&, indu&tr. &u--)ier&, 'o%ern+ent )eader&,
the +edia, and the 'enera) -u!)i8 Eah one o, the&e 1e. audiene& i& uni:ue, and need& to hear
+e&&a'e& ,ro+ the a&&oiation in an indi%idua) 9a.8 One a'ain, thi& i& Htar'et +ar1etin';, and the
or'ani(ation +u&t -)an it& &trate'ie&, tehni:ue&, and +edia aordin' to the -ro,i)e o, the tar'et
audiene8

>ue&tion& to a&1 a!out an a&&oiation;& tar'et -u!)i re)ation& +ar1et in)ude:
$A *e+!er&
a8 Are the +e+!er& 9e)) in,or+ed? Doe& the a&&oiation 1ee- re+indin' the+ throu'h
the e5i&tin' o++uniation +ethod& o, a)) the !ene,it& the. are reei%in'?
!8 Do the +e+!er& ha%e an ea&. and on%enient 9a. to +a1e &u''e&tion& and air
o+-)aint&? Do the. reei%e ti+e). re&-on&e& ,ro+ )eader&hi- andNor &ta,,?
"A Cu&to+er& and C)ient& o, *e+!er&
a8 Are the +e+!er&; u&to+er& eduated a!out rea) e&tate? Do the. under&tand the
&i'ni,iant ro)e the +e+!er& -)a. in the rea) e&tate tran&ation?
!8 Can the a&&oiation do +ore to a&&i&t +e+!er& in +ar1etin' rea) e&tate? Tehno)o'.
i& he)-in' to &ha-e rea) e&tate &er%ie& around 9hat the u&to+er de&ire&8 So+e
idea& ,or an a&&oiation +i'ht !e:
i8 A oo-erati%e +ar1etin' -ro'ra+, 9here +e+!er& -)ae
-ro-ertie& ,or &a)e in a &in')e on%enient )oation, -erha-& on the Internet or in a
-rinted -u!)iation8
ii8 A on&u+er eduation -ro'ra+ that a&&i&t& -otentia)
<7
-urha&er& o, rea) e&tate to under&tand the tran&ation and ,ee) +ore o+,orta!)e
+a1in' a rea) e&tate in%e&t+ent8
iii8 An eono+i and ,inanin' trend ana).&i& 9hih i& re)ea&ed
,or -u!)i on&u+-tion, a'ain 9ith the intention o, eduatin' on&u+er& and
,ai)itatin' tran&ation& !. under&tandin' the d.na+i& o, the +ar1et8
i%8 A oo-erati%e re,erra) &er%ie, 9hih diret& on&u+er
in:uirie& to a--ro-riate +e+!er& %ia )oation or area o, &-eia)i(ation8
6A 2enera) Pu!)i
a8 I& the a&&oiation 9or1in' to !ui)d -u!)i 'ood9i)) to9ard the indu&tr. and it&
-ratitioner&? So+e +ethod& to on&ider are:
i8 A hi'h/-ro,i)e harita!)e ati%it.8 Thi& +i'ht in)ude a
-ro3et to a&&i&t a ho+e)e&& ,a+i)., or a ,und rai&in' a+-ai'n ,or a o++unit.
-ro3et8
ii8 *a1in' -re&entation& to )oa) 'rou-& &uh a& )u!& or
o++unit. &er%ie or'ani(ation&8
7A The *edia
a8 Doe& the a&&oiation on&i&tent). 9or1 to de%e)o- 'ood re)ation&hi-& 9ith the +edia?
Thi& +i'ht in)ude -re&& on,erene&, -re&& re)ea&e&, and in%itation& to &oia) or
&-eia) e%ent&8
!8 Doe& the a&&oiation 1ee- an u-/to/date +edia ontat )i&t ,or &endin' out -re&&
re)ea&e& and in%itation&?
8 Doe& the a&&oiation train it& )eader& to !eo+e +edia &-o1e&-er&on&, -artiu)ar). in a
ri&i& &ituation?
<A 2o%ern+ent O,,iia)& and Re'u)ator&
a8 Doe& the a&&oiation &-end ti+e ontatin' and +onitorin' 1e. -er&on& in the
)e'i&)ature and other re'u)ator. !ranhe& o, 'o%ern+ent?
!8 Doe& the a&&oiation in)ude the&e na+e& on it& ontat )i&t ,or in%itation& to &-eia)
e%ent& and o-ie& o, a&&oiation ne9&)etter&? Ha& the a&&oiation on&idered
o,,erin' the+ +e+!er&hi- in a &-eia) au5i)iar. ate'or.?
BA Indu&tr. Su--)ier&
a8 Doe& the a&&oiation ha%e an a,,i)iate +e+!er&hi- ate'or. ,or &u--)ier& o, rea)
e&tate/re)ated &er%ie& &uh a& !an1in', )e'a) &er%ie&, tit)e 9or1, or !ui)der&?
!8 Doe& the a&&oiation reo'ni(e and than1 the&e &u--)ier& throu'h a9ard& and
reo'nition -ro'ra+&, trade &ho9&, or other net9or1in' e%ent&?

It i& an i+-ortant -art o, -u!)i re)ation& 9or1 ,or an a&&oiation to !eo+e ati%e in !ui)din'
oa)ition& 9ith other re)ated indu&tr. 'rou-& or, 9hen a--ro-riate, -u!)i 'rou-&8 The&e oa)ition&
+i'ht !e nothin' +ore than an ad ho 9or1in' arran'e+ent !et9een t9o 'rou-& to 9or1 to'ether to
e,,et an a'reed/u-on 'oa), &uh a& &u--ortin' a )e'i&)ati%e initiati%e8 4hen 9or1in' 9ith -u!)i
<<
o-inion, ho9e%er, it i& i+-ortant to reo'ni(e the i+-ortane o, a )ar'er, 9e))/or'ani(ed &u--ort
'rou-8 Coa)ition& an !e !ui)t around a &in')e au&e i+-ortant to a)) in%o)%ed, and an !e %er.
e,,eti%e in the &ue&& o, an e,,ort8

Too o,ten, +ar1etin' and -u!)i re)ation& are %ie9ed &i+-)i&tia)).: I, a ,)ier ha& !een -rinted or a -re&&
re)ea&e +ai)ed, the 3o! i& done8 But a& the&e :ue&tion& &u''e&t, +ar1etin' and -u!)i re)ation& are
intriate and +o&t &ue&&,u)). arried out !. &1i))ed -ratitioner&8 Ho9e%er, an a&&oiation 9ith ,e9
re&oure& an, !. &ue&&,u) -)annin' and a))oation o, ti+e and +one., )e%era'e it& -u!)i re)ation&
in%e&t+ent& to -rodue re&u)t& that 9i)) !ene,it the rea) e&tate o++unit. and the -u!)i at )ar'e8




SELF ASSESS%ENT G#IDE FOR REAL ESTATE ASSOCIATIONS



4hether a ne9 a&&oiation or one that ha& !een in e5i&tene ,or +an. .ear&, an or'ani(ation +u&t
-eriodia)). e%a)uate it& o9n -er,or+ane and e,,eti%ene&&8 Thi& e%a)uation i& a 'uide to the &tren'th&
and 9ea1ne&&e& o, the 'rou-, and i& e&&entia) to the 9i&e a))oation o, it& re&oure&8

Peter Dru1er, a 9e))/1no9n authorit. on +ana'e+ent, ha& o!&er%ed that I&e),/a&&e&&+ent -roe&& i& a
+ethod ,or a&&e&&in' 9hat .ou are doin', 9h. .ou are doin' it, and 9hat .ou m'"t do to i+-ro%e an
or'ani(ationG& -er,or+ane8J There are ,i%e e&&entia) :ue&tion& to the -roe&&:
What $" o'r m$""$onE
Who $" o'r c'"tomerE
What doe" the c'"tomer .al'eE
What are o'r re"'lt"E
What $" o'r planE

Oee- the&e e&&entia) :ue&tion& in +ind in e%a)uatin' the rea) e&tate a&&oiation8 But under&tand, too,
that the -roe&& o, &e),/e%a)uation i& e5at). that, a -roe&&8 It &hou)d ta1e a nu+!er o, +onth&, and
in%o)%e a ro&&/&etion o, the +e+!er&hi-, &ta,,, and other tar'eted u&to+er& o, the a&&oiation8

Peter Dru1er;& -u!)iation, IA Se), A&&e&&+ent Too)J, i& de&i'ned e&-eia)). ,or a&&oiation&, and
9ou)d !e a 'ood re&oure8 Dru1er &u''e&t& that an a&&oiation intere&ted in &e),/a&&e&&+ent &hou)d
<B
on&ider three -ha&e& to the -roe&&:

Pha&e One: Pre-arin' ,or Se),/A&&e&&+ent:
Or'ani(e the -roe&&, 'ather nee&&ar. interna) and e5terna) in,or+ation, and a--oint an
A&&e&&+ent Tea+8
Pha&e T9o: Condut the Se),/A&&e&&+ent Proe&&
U&e the ,o))o9in' he1)i&t, or another a--ro-riate too)8 The A&&e&&+ent Tea+, Sta,,, Board
o, Diretor&, and other a--ro-riate )eader& +a. &it in a retreat &ettin' and e%a)uate the ,o))o9in'
+ode), o+-arin' it to the a&&oiation8 The re&u)tin' ana).&i& &hou)d !e in 9ritten ,or+, and
ado-ted !. the A&&e&&+ent Tea+ and the Board8
Pha&e Three: Co+-)etin' the P)an
In )i'ht o, the a&&e&&+ent re&u)t&, the A&&e&&+ent Tea+ and the a&&oiation )eader&hi-
&hou)d re%i&it the &trate'i -)an, i, there i& one, or !e'in the -)annin' -roe&&8 In either a&e, the
re&u)t &hou)d !e a -)an endor&ed !. the Board o, Diretor& that ,or+& the ,oundation o, the
a&&oiation -ro'ra+& and !ud'et& o%er the ne5t &e%era) .ear&8




Rea) E&tate A&&oiation *ode)&

The ro)e o, a rea) e&tate -ro,e&&iona) or'ani(ation i& to he)- &ha-e and in,)uene a ,a%ora!)e !u&ine&&
en%iron+ent ,or it& +e+!er&8 Eah a&&oiation ha& the u)ti+ate re&-on&i!i)it. o, -ro%idin' e,,iient
and e,,eti%e %a)ue to it& +e+!er&8 4hi)e the o-eratin' ,ra+e9or1 in 9hih an a&&oiation hoo&e& to
&er%e it& +e+!er& +a. %ar. de-endin' on it& or'ani(ationa) &truture, de+o'ra-hi&, &i(e, a%ai)a!)e
re&oure& and di%er&it. o, need&, there are +an. reati%e 9a.& to de)i%er and o-ti+i(e %a)ue, e%en 9ith
)i+ited re&oure&8


The three +ode)& e5-)ained here de,ine in eah +ode) the &i5 )e%e)& o, &er%ie& that -ro,e&&iona) rea)
e&tate a&&oiation& -ro%ide8 The&e three +ode)& &hou)d !e %ie9ed a& -oint& on a ontinuu+, eah o,
9hih -ro%ide& an inrea&in' )e%e) o, a-a!i)it. ,or &er%ie and &e),/&u,,iien.8 An a&&oiation 9i)) not
,it neat). into an. one +ode) at an. -oint in ti+eK rather, it i& )i1e). that the a&&oiation +a. touh on
a)) +ode&, de-endin' on the ,untion or &er%ie and on the %a)ue& o, the en%iron+ent in 9hih it i&
o-eratin'8 0o)unteer& and &ta,, +a. u&e the&e +ode)& a& a 'uide)ine to a&&e&& their urrent o-eration&
and o+-are tho&e )e%e)& to the -oint 9here the. de&ire to !e 9hen de)i%erin' %a)ue8

A&&oiation& 9i)) !ene,it ,ro+ thi& e%a)uati%eN-)annin' too) i, %o)unteer& and &ta,, )eader& 9or1
<D
to'ether a& -artner& to identi,. their +ode) o, hoie, and their -ro're&& !a&ed on their a&&oiationG&
!u&ine&& -hi)o&o-h., it& +e+!er need& and -ratie&, and the eono+i and -o)itia) en%iron+ent o,
the ountr. a& a 9ho)e8

Su''e&tion& ,or u&e o, the Se), A&&e&&+ent 2uide:

$8 A--oint an e%a)uation -ane), on&i&tin' o, 1e. %o)unteer& and &ta,,8
"8 A&1 eah +e+!er o, the -ane) to indi%idua)). rate the a&&oiation on eah -oint, a&&i'nin'
-oint& on a &a)e o, $/< @,i%e !ein' hi'he&tA8
68 Ta))e. the -oint&, and hart the re&u)t&8 The -ane) 9i)) then ha%e a 'ood o%er%ie9 o, the
a&&oiation;& &tren'th& and 9ea1ne&&e&8
78 Prioriti(e the area& o, 9ea1ne&&8 Area& +ar1ed !. an a&teri&1 in thi& a&&e&&+ent too) de&er%e
i++ediate attention !. the a&&oiation8, a& the&e are ruia) area& o, i++ediate onern to an.
or'ani(ation8
<8 In)ude &trate'ie& to !ui)d on the 9ea1ne&&e& a& a -art o, the a&&oiation;& &trate'i -)an8

Le%e) I A&&oiation *ode)8 Or'ani(ationa) @The For+ati%e Le%e) o, A&&oiation De%e)o-+ent8 The&e
identi,ied ati%itie& re-re&ent the ,ir&t &te-& to a&&oiation de%e)o-+ent in ountrie& 9here +e+!er& o,
the rea) e&tate -ro,e&&ion 9ant to !and to'ether to ta1e o))eti%e ation to e&ta!)i&h or &tren'then
-ri%ate rea) e&tate +ar1et& and i+-ro%e -ro,e&&iona)i&+ in the indu&tr.8 Thi& +ode) i& ,oundationa),
re-re&entin' a +ini+u+ )e%e) o, o+-eten. and &er%ie that an !e o,,ered !. a -ro,e&&iona)
or'ani(ation8 It &hou)d !e a te+-orar. -)ateau ,or a&&oiation 'ro9th, )a&tin' no +ore than ,i%e .ear&8

The a&&oiation &hou)d -o&&e&& the ,o))o9in' o+-etenie&:

A&&oiation O-eratin' Phi)o&o-h.
1he a""oc$at$on $" member2foc'"ed

1he a""oc$at$on kno/" ba"$c act$.$t$e" of $t" member con"t$t'enc$e" ,real e"tate
b'"$ne"" o/ner", "ale" per"on", .al'er", "'r.e*or", b'$lder", and aff$l$ated member"-

1he a""oc$at$on kno/" /here to f$nd $nformat$on ,legal, leg$"lat$.e, re"earch- that
$" $mportant to member" a" the* cond'ct the$r da$l* b'"$ne"", and can refer them to the"e
"o'rce"0

9taff po""e""e" a general fam$l$ar$t* abo't legal, reg'lator*, and b'"$ne"" $""'e"0

<E
9taff eff$c$entl* adm$n$"ter" a""oc$at$on b'"$ne""0

1he a""oc$at$on rel$e" on "$gn$f$cant .ol'nteer $n.ol.ement and /ork$ng
relat$on"h$p" /$th other profe""$onal organ$4at$on", both $n"$de and o't"$de the co'ntr* $t"elf0

Or'ani(ation and 2o%ernane

Fol'nteer"22.ol'nteer" ha.e a "$gn$f$cant $n.ol.ement $n a""oc$at$on
adm$n$"trat$on, often part$c$pat$ng $n hand"2on contr$b't$on $n compen"at$on for gap" $n "taff
re"o'rce"0

!lected =eader"h$p +oc'"22!lected leader" manage mo"t ,$f not all- a"pect" of the
organ$4at$on0 9taff role, $f an*, $" largel* cler$cal0

:ec$"$on2;ak$ng #'thor$t*22# broad range of dec$"$on2mak$ng a'thor$t* $" .e"ted
$n the <oard of :$rector"0 9taff $ndependence $" clo"el* controlled and mon$tored0 # b'"$ne""
plan $" prepared and $t" a""'mpt$on" and program" are rea"onable0 1he plan $" 't$l$4ed for
member "er.$ce", $ncl'd$ng "ched'l$ng of at lea"t one ma6or e.ent b* the end of the f$r"t *ear0
1he b'"$ne"" plan $" '"ed a" a management tool b* leader" and the "taff, and $" re.$e/ed at
lea"t ann'all*0

@omm$ttee 9tr'ct're22@omm$ttee" ha.e been formed for management of
operat$on" and go.ernance, and for program"0 @omm$ttee" f'nct$on effect$.el*, and hold
reg'lar meet$ng"0 ;$n'te" and appropr$ate record" are kept0

Ao.ern$ng :oc'ment"22Ao.ern$ng doc'ment" $ncl'de b*la/", code of eth$c",
organ$4at$onal "tandard" for the a""oc$at$on, member record", appropr$ate legal doc'ment" and
ta3 ret'rn"0

)ol$c$e" and )roced're"22)ol$c$e" and )roced're" are $n place for operat$on",
f$nanc$al management, ma$ntenance of go.ern$ng doc'ment", b'dget$ng, and record keep$ng0


Ph.&ia) and Finania) Re&oure&

>ff$ce =ocat$on221he a""oc$at$on ha" a "pec$f$ed addre"" and off$ce locat$on, /$th
ba"$c e7'$pment and e2ma$l comm'n$cat$on0
<F

+$nance"G#de7'ate f$nanc$al and management "*"tem" are p't $n place, "'ch a"
f$nanc$al control" and reg'lar report$ng0 1here "eem" to be a "'ff$c$ent "o'rce of re.en'e to
adm$n$"ter the organ$4at$on on a con"$"tent and rel$able ba"$"0

<'dget$ng2a deta$led b'dget ha" been de.eloped b* "taff and .ol'nteer leader"0
)rogram <'dget$ng $" emplo*ed a" the a""oc$at$on beg$n" to $dent$f* potent$al "er.$ce" and
co"t" and benef$t"0 ,(n$t$al "er.$ce" m$ght $ncl'de ba"$c ed'cat$on, con.en$ng meet$ng" and
for'm", and offer$ng cooperat$.e b'*$ng and gro'p ad.ert$"$ng, /$th the b'lk of e3pen"eG'p to
70H of total b'dgetGallocated to adm$n$"trat$.e and operat$on" e3pen"e0-

e"er.e"22<a"$c le.el of a""oc$at$on re"er.e" are a.a$lable to "'pport a""oc$at$on
operat$on"0 #""oc$at$on ha" adopted a b'"$ne"" plan allo/$ng for the de.elopment of 223
month" operat$ng re"er.e"0

Sta,, Co+-etenie&

9taff 9tr'ct're221*p$call*, the a""oc$at$on ha" l$m$ted adm$n$"trat$.e andCor
cler$cal "taff and .ol'nteer" /ho po""e"" the follo/$ng competenc$e" or /ho ha.e acce"" to
themB
o >ff$ce management "k$ll"
o <ookkeep$ngCrecord keep$ng prof$c$enc*
o ;ember"h$p record" prof$c$enc*
o >ff$ce "*"tem" prof$c$enc*
o Ino/ledge of $nformat$on re"o'rce" a.a$lable
o e"pon"$.ene"" to member 7'e"t$on" and concern"
o <a"$c kno/ledge of member pol$c* $""'e"
o Ino/ledge and comm'n$cat$on of legal and r$"k red'ct$on $""'e", $f
appropr$ate
o Ino/ledge and comm'n$cat$on of reg'lator* en.$ronment
o 8nder"tand$ng of appl$cable pol$t$cal and leg$"lat$.e proce""e"0

9taff @ompen"at$onB "alar$e" and benef$t" are locall* compet$t$.e

9taff )rofe""$onal :e.elopment2adm$n$"trat$.e2or$ented profe""$onal
de.elopment opport'n$t$e" are f'nded b* the a""oc$at$on0 9taff "ho'ld rece$.e tra$n$ng $n
B#
b'"$ne"" plann$ng0

9taff !3ec't$.eJ" ole and +oc'"G9taff e3ec't$.e $" re"pon"$ble for ba"$c
adm$n$"trat$onK "ome adm$n$"trat$.e "er.$ce" ma* be o't"o'rced0 1he ch$ef "taff e3ec't$.e
"ho'ld be pro.$ded /$th a co'nterpart mentor $n the 890

)'bl$c )ol$c*21he a""oc$at$on ha" the ab$l$t* to "'pport effort" to $mpact legal
andCor reg'lator* $""'e"

)ol$t$cal #ct$on21he a""oc$at$on "'pport" pol$t$cal act$on f'nd ra$"$ng and
member mob$l$4at$on effort"0

*e+!er Ser%ie&

@omm'n$cat$on"2(nternal and e3ternal comm'n$cat$on" "*"tem" and del$.er*
.eh$cle" ,ne/"letter, e2ma$l, l$"t "er.e"-

;ember"h$p ecr'$tment2;ember"h$p "tandard" and el$g$b$l$t* cr$ter$a are
e"tabl$"hed0 ;ember"h$p $" open and $ncl'"$.e0 Fol'nteer", /$th "taff "'pport, 'ndertake ne/
member recr'$tment and retent$on program"K ne/ member or$entat$onCtra$n$ng program ma*
be a.a$lable0

!th$c"2<a"$c de.elopment of a profe""$onal code of eth$c" and "tandard of
operat$onal cond'ct ha" beg'n0 (t $" comm'n$cated to member"0

!d'cat$on2<a"$c ed'cat$on co'r"e" are pro.$ded0 1he a""oc$at$on con.ene"
meet$ng" and "oc$al opport'n$t$e"0 1here $" at lea"t one offer$ng of a ba"$c real e"tate co'r"e0

eal !"tate <'"$ne"" 1ool"2)otent$al "o'rce" of data and opt$on" for aggregat$ng
data are anal*4ed and an aggregat$on plan $" prepared0 1he plan m$ght propo"e to $dent$f* and
collect "econdar* data on market trend" and cond$t$on" that /o'ld be '"ef'l to member"0 1h$"
$nformat$on ma* later become a.a$lable to the p'bl$cCmed$a0

;ember 9er.$ce :ec$"$on"2:ec$"$on2mak$ng and $nd'"tr* $dea" are ba"ed on
.ol'nteer $n$t$at$.e and gro/$ng '"e of b'"$ne"" plann$ng techn$7'e"0

)ol$t$cal #/arene""2.ol'nteer2dr$.en pol$t$cal a/arene"" and f'nd ra$"$ng plan
B$
are be$ng de.eloped0

Ao.ernment #d.ocac*2<eg$nn$ng" of ad.ocac* $n.ol.ement /$th appropr$ate
leg$"lat$.e bod$e"0

Let/ork$ng2Well adm$n$"tered net/ork$ng and "oc$al opport'n$t$e" e3$"t0

Interna) and E5terna) Re)ation&

9taff elat$on"21here $" harmon* bet/een @!> and cler$calC"'pport "taff

9taff2Fol'nteer elat$on"29taff and .ol'nteer" /ork together to form "trong
relat$on"

elat$on" /$th other eal !"tate >rgan$4at$on"C)rofe""$onal >rgan$4at$on"21he
a""oc$at$on fo"ter" effect$.e relat$on"h$p" /$th go.ernment leader" and leg$"lator", $nd'"tr*
"er.$ce pro.$der", and the med$a



Le,el II Association %odel6 E4(andin) and De,elo(in) 8%ana)e/ent Le,el of Association
De,elo(/ent9

One the !a&i a&&oiation &truture i& in -)ae, in the &eond -ha&e IRPF he)-& the a&&oiation
to e5-and it& in,)uene and !e'in to -ro%ide +e+!er &er%ie&8 The a&&oiation de%e)o-& the a!i)it. to
i+-ro%e and in,)uene the en%iron+ent in 9hih the indu&tr. ,untion&8 Thi& +ode) o, a&&oiation ha&
'ained in &tature 9ithin the -ro,e&&iona) o++unit. and 'ro9n in in,)uene in it& o9n ountr. and 9ith
it& o9n +e+!er&8 0o)unteer )eader& are +o%in' to9ard de-endene on trained and &1i))ed &ta,, to
i+-)e+ent their diretiona) -o)i. dei&ion&8 Thi& -ha&e +a. )a&t three to ,i%e .ear&8

The a&&oiation &hou)d -o&&e&& the ,o))o9in' o+-etenie&:


A&&oiation O-eratin' Phi)o&o-h.

)'bl$c (mage221he a""oc$at$on $" a cred$ble "o'rce of real e"tate, b'"$ne"",
B"
and econom$c $nformat$on

@omm'n$cat$on"221he a""oc$at$on $" prof$c$ent $n $dent$f*$ng and proact$.el*
comm'n$cat$ng b'"$ne"" pract$ce" and trend" that $mpact the a""oc$at$onJ" member
con"t$t'enc$e"0

)rofe""$onal #ct$.$t$e"221he a""oc$at$on repre"ent" and ad.anced competenc*
and "er.$ce le.el that a profe""$onal a""oc$at$on ma* offer0

#d.ocac* ole221he a""oc$at$on "taff po""e""e" a prof$c$enc* $n manag$ng and
comm'n$cat$ng legal, reg'lator*, and b'"$ne"" $""'e" $mpact$ng the a""oc$at$on0

(nternal ;anagement221he "taff effect$.el* manage" a""oc$at$on da$l*
b'"$ne""0

Fol'nteer ;anagement and @oal$t$on"221he #""oc$at$on rel$e" on .ol'nteer
$n.ol.ement and enco'rage" /ork$ng relat$on" /$th other "er.$ce organ$4at$on"0


Or'ani(ation and 2o%ernane

Fol'nteer"GFol'nteer leader" a""'me a le"" Jhand"2onJ role than $n le.el 1
a""oc$at$on"0 1he$r pr$mar* role no/ $" to determ$ne f't're d$rect$on and "et parameter" /$th$n
/h$ch "taff $" empo/ered to manage the a""oc$at$on0 (n other /ord", elected leader"h$p foc'"e"
on the "trateg$c d$rect$on of the organ$4at$on and mon$tor" "taff progre"" $n ach$e.$ng
organ$4at$onJ" goal"

(nternal organ$4at$onal "tr'ct'reG1he $nternal "tr'ct're $" created and managed
b* "taff0


:ec$"$on2;ak$ng #'thor$t*22:ec$"$on2mak$ng a'thor$t* for determ$n$ng "trateg$c
ob6ect$.e" $" .e"ted $n the <oard of :$rector"0 #'thor$t* for mo"t operat$onal dec$"$on" $"
delegated to "taff, altho'gh /$th$n def$ned parameter"0

@omm$ttee 9tr'ct're22@omm$ttee "tr'ct're reflect" core competenc$e", part$c'larl*
regard$ng pol$c$e" and proced're" and the /ork$ng relat$on"h$p" /$th "taff0
B6

Ao.ern$ng :oc'ment"22Ao.ern$ng doc'ment" are ro't$nel* re.$e/ed and
"*nchron$4ed to the a""oc$at$onJ" m$""$on and goal"0 1he go.ernance $nfra"tr'ct're reflect"
accepted pr$nc$ple" of a""oc$at$on management0

)ol$c$e" and )roced're"22)ol$c$e" and )roced're" are $n place and ha.e been
ref$ned to meet "pec$f$c need" of the a""oc$at$on and $t" operat$ng en.$ronment0

Ph.&ia) and Finania) Re&oure&

>ff$ce =ocat$on22:ed$cated >ff$ce =ocat$onK 'p2to2date e7'$pment0

+$nance"22+$nanc$al "trength and re.en'e "o'rce" to operate the organ$4at$on at
opt$m'm management le.el0 1here $" a "trong mo.ement to/ard f$nanc$al $ndependence for
a""oc$at$on operat$on"0

<'dget$ng22@omprehen"$.e b'dget de.eloped b* "taff /$th .ol'nteer $np't and
appro.al0 ;ember"h$p d'e" are collected on a t$mel* ba"$" and from mo"t member"0 # break2
e.en b'dget /$tho't e3ternal d$rect f$nanc$al a""$"tance $" ach$e.ed0 1he b'dget $" re.$e/ed
and ad6'"ted b* "taff and leader"h$p on a reg'lar ba"$" ,e0g0, 7'arterl*-

e"er.e"22+$nanc$al re"er.e" are ma$nta$ned and act$.el* managed, /$th
de"$gnated f'nd" re"er.ed for certa$n programmat$c f'nct$on"0

Sta,, Co+-etenie&

>perat$on"221he a""oc$at$on e3ec't$.e $" g$.en ade7'ate f$nanc$al management
re"pon"$b$l$t$e" to be able to manage the a""oc$at$on on a da*2to2da* ba"$"0

9taff 9tr'ct're229$4e of "taff $" determ$ned b* an operat$ng ph$lo"oph* that
con"$der" /hether adm$n$"trat$.e and management "taff f'nct$on" can be performed b* pa$d
"taff or o't"o'rced0

>ff$ce ;anagement "k$ll"22
o <ookkeep$ngC record keep$ng prof$c$enc*
o ;ember"h$p record" prof$c$enc*
B7
o e"pon"$.ene"" to member 7'e"t$on" and concern"
o <a"$c kno/ledge of member pol$c* $""'e"
o Ino/ledge and comm'n$cat$on of legal and r$"k red'ct$on $""'e", $f
appropr$ate
o Ino/ledge and comm'n$cat$on of reg'lator* en.$ronment
o >ff$ce "*"tem" prof$c$enc*
o Ino/ledge of $nformat$on re"o'rce" a.a$lable
o 8nder"tand$ng of appl$cable pol$t$cal and leg$"lat$.e proce""e"0

9taff @ompen"at$onG9alar$e" and <enef$t" are reg$onall* compet$t$.e

9taff )rofe""$onal :e.elopment2;anagement or$ented profe""$onal de.elopment
opport'n$t$e" are f'nded b* the a""oc$at$on0 1he a""oc$at$on e3ec't$.e ha" completed "ome
e3ec't$.e tra$n$ng co'r"e" co.er$ng "'ch top$c" a" management, leader"h$p, plann$ng and
comm'n$cat$on0 HeC"he part$c$pate" $n appropr$ate reg$onal coal$t$on" and conference", "'ch
a" @!!#L @onference"0

9taff !3ec't$.eJ" ole and +oc'"21he ch$ef "taff e3ec't$.e $" re"pon"$ble for all
adm$n$"trat$on and management of the a""oc$at$on, ba"ed on member need", /$th added foc'"
on comm'n$t* and real e"tate $nd'"tr* $""'e"


*e+!er Ser%ie&

@omm'n$cat$on"2@omm'n$cat$on" con"$"t of targeted $nternal and e3ternal
"*"tem" and method" of del$.er* foc'"ed on c'rrent $nformat$on0 )otent$al member" and the
p'bl$c 'nder"tand the benef$t" of member"h$p0

1echnolog*221he a""oc$at$on $" comm'n$cat$ng electron$call*0 (t $" collect$ng,
anal*4$ng and d$"tr$b't$ng market data to member" and the p'bl$c0 ;ember" are beg$nn$ng to
"hare data and $nformat$on0 # ba"$c a""oc$at$on /eb"$te $" ma$nta$ned0

;ember"h$p ecr'$tment2Le/ member recr'$tment and retent$on program" are
managed b* "taff /$th .ol'nteer part$c$pat$on, $ncl'd$ng o'treach to d$.er"e real e"tate gro'p"0

;ember ;anagement22 #n $ntrod'ct$on to the a""oc$at$on ,or$entat$on- program
B<
$" de.eloped0

Aro/th22<oth n'mber" of member" and the market "hare of member" are
$ncrea"$ng0 9ome larger f$rm" ha.e 6o$ned the a""oc$at$on0 ;ember"h$p penetrate" 25H of the
$nd'"tr* pract$t$oner"0

!th$c"21he a""oc$at$on $" de.elop$ng eth$cal beha.$or mon$tor$ng and po""$ble
enforcement or compl$ance program"0 !th$c" and beha.$or pr$nc$pal" become $ncrea"$ngl*
better art$c'lated and con.e*ed to member" and the p'bl$c0

!d'cat$on2#""oc$at$on cond'ct" reg'lar need" a""e""ment" and de"$gn" program"
to meet the demand" d$"co.ered0

eal !"tate <'"$ne"" 1ool"2 @ompan$e" are mo.$ng to/ard act$.e cooperat$on $n
the "ale of l$"t$ng"0 # ;'lt$ple =$"t$ng 9er.$ce ,or ;=9, a cooperat$.e "ell$ng "er.$ce- ma* be
de.eloped and operat$onal0 >ther b'"$ne"" tool" are de.eloped a" a re"'lt of need" a""e""ment"
and re"'lt$ng f$nd$ng"0

;ember 9er.$ce :ec$"$on"2:ec$"$on2mak$ng and $nd'"tr* $""'e $n$t$at$.e" are
ba"ed on trend $dent$f$cat$on and target market anal*"$", /$th "'b"tant$al /ork b* .ol'nteer
comm$ttee" and "taff0

)'bl$c )ol$c* and ep'tat$on21he a""oc$at$on ha" the ab$l$t* to $nfl'ence legal
and reg'lator* $""'e"0 1he a""oc$at$on $" de.elop$ng a po"$t$.e rep'tat$on that $" recogn$4ed b*
the b'*$ng and "ell$ng p'bl$c and b* go.ernment0 8"e of member" $n tran"act$on" $" trend$ng
'p/ard, a" $" member"h$p0

)ol$t$cal #ct$on2the a""oc$at$on ha" de.eloped and $mplemented "pec$al pol$t$cal
act$on f'nd ra$"$ng effort" and de.eloped gra""root" mob$l$4at$on effort"0


Interna) and E5terna) Re)ation&

9taff elat$on"21here $" "*nerg* bet/een @!> and other "taff0 Aood /ork$ng
en.$ronment0

9taff2Fol'nteer elat$on"29taff help" $dent$f* and recr'$t .ol'nteer leader"0
BB

elat$on" /$th other eal !"tate >rgan$4at$on"C)rofe""$onal >rgan$4at$on"2
@ollaborat$.e relat$on"h$p" /$th related organ$4at$on" and /$th the med$a are be$ng de.eloped

Ao.ernment #d.ocac*2!ffect$.e go.ernment ad.ocac* to f'rther a""oc$at$on
m$""$on $" occ'rr$ng, e$ther d$rectl* or a" an act$.e part$c$pant /$th other le.el"0 #d.ocac*
tra$n$ng co'r"e" are heldB the a""oc$at$on ha" def$ned ke* $""'e" for member" and the member"
and "taff are tra$ned $n ad.ocac* techn$7'e"0

)ol$t$cal #/arene""29taff $mplementat$on of pol$t$cal a/arene"" and f'nd ra$"$ng
plan that ha" been de.eloped b* .ol'nteer and "taff leader"0

Let/ork$ng2Well2managed net/ork$ng and "oc$al opport'n$t$e", po"$t$oned to
enhance member"5 career "'cce""0



Le,el III Association %odel6 %ature+ D&na/ic+ Inno,ati,e and Self3sustainin) Association
8Leaders.i( Le,el of Association De,elo(/ent9

The a&&oiation ha& +atured and i& reo'ni(ed !. the -u!)i and the +e+!er&hi- a& a 9e))/+ana'ed,
e,,eti%e -ro,e&&iona) a&&oiation8 The a&&oiation i& %ia!)e and ,untionin', ha& ahie%ed a hi'h )e%e)
o, +ar1et -enetration o, +e+!er&hi-, and -ro%ide& a ran'e o, &er%ie& that are %a)ued !. +e+!er&8
Thi& )e%e) o, a&&oiation o+-eten. re-re&ent& a hi'h &ati&,ation and &er%ie )e%e) to it& +e+!er&,
and a&&u+e& the ro)e o, an or'ani(ation ad%oate o, the %a)ue& o, -ro-ert. o9ner&hi- and eono+i
&e),/deter+ination8

The a&&oiation &hou)d -o&&e&& the ,o))o9in' o+-etenie&:

A&&oiation O-eratin' Phi)o&o-h.

#d.ocac*21he leader"h$p a""oc$at$on $n$t$ate" pol$c* format$on and ad.ocac*
on all le.el"

)rogram"21he a""oc$at$on "eek" and $mplement" $nno.at$.e and creat$.e
program", prod'ct" and "er.$ce" /h$ch pro.$de enhanced .al'e for a""oc$at$on
con"t$t'enc$e"
BD

:$rect$on21he a""oc$at$on e3h$b$t" a h$gh le.el of "oph$"t$cat$on, $nno.at$on,
and proact$.e mo.ement0

9taff21he "taff po""e""e" e3pert$"e and pro.$de" leader"h$p $n legal, reg'lator*
and b'"$ne"" $""'e" $mpact$ng the a""oc$at$on and $t" member"0

(nternal ;anagement21he "taff tran"parentl* manage" the a""oc$at$on
b'"$ne""

Fol'nteer ;anagement21he a""oc$at$on rel$e" on .ol'nteer $np't for "trateg$c
d$rect$on and pol$c*0

@oal$t$on"2 1he a""oc$at$on c'lt$.ate" partner"h$p" and aggre""$.el* "ol$c$t"
/ork$ng relat$on"h$p" /$th other organ$4at$on" and go.ernmental ent$t$e"0


Or'ani(ation and 2o%ernane

;ember part$c$pat$on2Fol'nteer" pro.$de 7'al$tat$.e feedback and co'n"el to "taff
$n del$.er$ng organ$4at$onal goal"0

!lected =eader"h$p +oc'"22!lected leader"h$p determ$ne" and comm'n$cate"
.$"$on and "trateg$c o'tcome"0

:ec$"$on2;ak$ng #'thor$t*2:ec$"$on2mak$ng a'thor$t* for all operat$onal
proced're" $" .e"ted $n the ch$ef "taff e3ec't$.eK a'thor$t* for determ$n$ng organ$4at$onal .$"$on
and "trateg$c o'tcome" belong" to the <oard of :$rector"0

Ao.ern$ng :oc'ment"2Ao.ern$ng doc'ment" are reg'larl* anal*4ed and 'pdated
on an ongo$ng ba"$" to a""'re t$mel$ne"" and fle3$b$l$t*0 # clear demarcat$on e3$"t" bet/een b*2
la/" and pol$c* ,/h$ch can ea"$l* be changed-0

@omm$ttee 9tr'ct're2Fol'nteer "tr'ct're $" fle3$ble, fl'$d, re"pon"$.e0 (t 't$l$4e" ad
hoc /ork gro'p", /$th$n $nternal and e3ternal e3pert$"e, /h$ch ha.e been formed to addre""
"pec$f$c $""'e" $n a "hort, def$nable t$me frame0

BE
)ol$c$e" and )roced're"2)ol$c$e" and proced're" are $n$t$ated or re.$"ed ba"ed on
a""oc$at$on competenc$e" and goal", b't rema$n fle3$ble to perm$t a""oc$at$on creat$.$t* and
re"pon"$.ene""0

Ph.&ia) and Finania) Re&oure&

>ff$ce =ocat$on21he a""oc$at$on ha" a ded$cated off$ce locat$on /$th ad.anced
off$ce e7'$pment and technolog$cal re"o'rce" for trend" and anal*"$", re"earch, (nternet "$te0

+$nance"2+$nanc$al "trength and rel$able re.en'e "o'rce to operate the
organ$4at$on ha.e been ach$e.ed0 1he a""oc$at$on $" f$nanc$all* "elf2"'"ta$n$ng, /$th "'ff$c$ent
$ncome to ma$nta$n a profe""$onal "taff and pro.$de a f'll range of .al'e2added "er.$ce" and
ed'cat$on program" on an on2go$ng ba"$"0 e.en'e" from member prod'ct" and "er.$ce"
repre"ent at lea"t 50H of the a""oc$at$on5" re.en'e"0

<'dget$ng2# comprehen"$.e b'dget $" de.eloped b* "taff ba"ed on "trateg$c
o'tcome"0 9'$table f'nd$ng $" a.a$lable to act 7'$ckl* on opport'n$t$e", threat, and ne/
$n$t$at$.e"0 e"earch and de.elopment f'nd $n place for ne/ $n$t$at$.e"0

e"er.e"2+$nanc$al re"er.e" are ma$nta$ned at a "$32month to one *ear le.el and a
"ol$d $n.e"tment pol$c* $" $n place /$th de"$gnated f'nd" for programmat$c f'nct$on and
re"earch and de.elopment0

Sta,, Co+-etenie&

9taff 9tr'ct're2@h$ef "taff e3ec't$.e and "en$or management team are re"pon"$ble
for adm$n$"trat$on and management of the a""oc$at$on

9taff =eader"h$p2@h$ef "taff e3ec't$.e $" a leader and "poke"per"on for the
a""oc$at$on

9taff ole2@h$ef "taff e3ec't$.e $" .$"$onar*, $dent$f$e" and art$c'late" trend" and
the$r $mpact on b'"$ne"" and $nd'"tr*, recommend" act$on"0

9taff @ompen"at$on29alar$e" and benef$t" are nat$onall* compet$t$.e0

9taff )rofe""$onal :e.elopmentG1he a""oc$at$on f'nd" leader"h$p2or$ented
BF
profe""$onal de.elopment opport'n$t$e", and ke* "taff ha" part$c$pated $n a n'mber of rele.ant
tra$n$ng co'r"e"0 1he e3ec't$.e off$cer of the a""oc$at$on ha" earned appropr$ate profe""$onal
cert$f$cat$on" and completed "'ch co'r"e" a" the L# @! de"$gnat$on and reg'larl* attend"
reg$onal meet$ng"0

9taff !3ec't$.eJ" ole and +oc'"21he @!> and "en$or management team are
re"pon"$ble for all adm$n$"trat$on and management of the a""oc$at$onK "taff po"$t$on" the
organ$4at$on ba"ed on en.$"$oned real e"tate $nd'"tr* need", /$th added foc'" on de.elop$ng
.$"$onar* "k$ll"0

)'bl$c )ol$c*21he a""oc$at$on ha" the ab$l$t* to anal*4e, addre"", and $mpact legal
and reg'lator* $""'e" and proact$.el* frame the reg'lator* en.$ronment0

1he a""oc$at$on5" .$e/" are re"pected and $nfl'ent$al0 :ec$"$on2maker" $n
go.ernment and the 6'd$c$ar* t'rn to the a""oc$at$on for op$n$on"0

)ol$t$cal #ct$on21he a""oc$at$on "taff e3h$b$t" a h$gh le.el of pol$t$cal act$on "k$ll",
$ncl'd$ng "pec$al f'nd ra$"$ng effort", member mob$l$4at$on effort", and cand$date recr'$tment
and de.elopment0 1he a""oc$at$on lobb$e" to ra$"e the "tandard" and re7'$rement" for obta$n$ng
a l$cen"e0

*e+!er Ser%ie&

@omm'n$cat$on" M1argeted $nternal and e3ternal comm'n$cat$on "*"tem" and
del$.er* .eh$cle" foc'"ed on enhanc$ng c'rrent kno/ledge and d$"c'""$on of f't're trend" are $n
place0

;ember"h$p ecr'$tment29oph$"t$cated ne/ member recr'$tment and retent$on
program, /$th targeted or$entat$on method"K o'treach to "pec$f$c targeted real e"tate gro'p",
potent$al member" from all$ed $nd'"tr$e", and d$.er"e gro'p" ,member"h$p $ncl'de"
pract$t$oner" from aro'nd the co'ntr* and member"h$p $" open to all $nd'"tr* profe""$onal"-0
;ember"h$p penetrat$on e3ceed" 25H of the potent$al market0

!th$c"21he a""oc$at$on e3h$b$t" leader"h$p $n profe""$onal "tandard" and eth$c"0
;a* pro.$de enforcement of a code, cert$f$cat$on, and $nd'"tr*2/$de "tandard" adopted $n
partner"h$p /$th other all$ed gro'p"0 # d$"p'te mechan$"m to protect the p'bl$c and member" $"
$n place0 !d'cat$on $n profe""$onal eth$c" $" reg'larl* offered0

!d'cat$on21he a""oc$at$on de.elop", offer" and promote" acce"" to re7'$red and
D#
opt$onal ed'cat$on offer$ng", a" a re"'lt of anal*4$ng c'rrent need" and f't're trend"0 1op$c"
m$ght $ncl'de brokerage, appra$"al, propert* management, manag$ng for prof$t, and (nternet
technolog*0

eal !"tate <'"$ne"" 1ool"2:e.elop" and offer" $nno.at$.e b'"$ne"" and market$ng
tool" "'ch a" a cooperat$.e ad.ert$"$ng or m'lt$ple l$"t$ng "er.$ce, an e2commerce platform, and
other "er.$ce" ba"ed on need" anal*"e"0 1here are tang$ble benef$t" of member"h$p, $ncl'd$ng
re"earch prod'ct", .al'at$on prod'ct", and technolog* prod'ct"0

;ember 9er.$ce :ec$"$on"2:ec$"$on2mak$ng and $nd'"tr* $""'e $n$t$at$.e" are
made at the mo"t effect$.e leader"h$p le.el, ba"ed on ongo$ng trend" anal*"$" and plann$ngK
ne/ "trateg$c $n$t$at$.e" are en.$"$oned, $dent$f$ed, and $mplemented ba"ed on member need"0

)ol$t$cal #/arene""2pol$t$cal a/arene"" $" a part of the a""oc$at$on5" c'lt're

Ao.ernment #d.ocac*21he a""oc$at$on $" a recogn$4ed leader $n go.ernment
ad.ocac*0 Lat$onal l$cen"$ng and 7'al$f$cat$on re7'$rement" ha.e been leg$"lated and are
6'dged to meet ba"$c $nternat$onal "tandard"0 1he a""oc$at$on lobb$e" to ra$"e the "tandard"
and re7'$rement" for obta$n$ng a l$cen"e0

Let/ork$ng2Let/ork$ng and "oc$al opport'n$t$e" enhance member career "'cce""
and f't're need" ,$0e0, target$ng ke* gro'p"-

Interna) and E5terna) Re)ation&

9taff elat$on"2@!> a" .$"$onar*0 1he @!> $" e3pected to pro.$de .$"$on and
d$rect$on to the a""oc$at$on and ha" a""'med a more o't2$n2front role $n the a""oc$at$on5"
leader"h$p0


9taff2Fol'nteer elat$on"29taff $n"tr'mental $n recr'$t$ng and n'rt'r$ng .ol'nteer
leader"0 9taff and .ol'nteer" f'nct$on a" partner" $n th$" effort0

elat$on" /$th other eal !"tate >rgan$4at$on"C)rofe""$onal >rgan$4at$on"2
=eader"h$p role $n affect$ng po"$t$.e, collaborat$.e and "*nerg$"t$c relat$on"h$p" /$th other
organ$4at$on"0 #ct$.el* b'$ld$ng profe""$onal coal$t$on" thro'gh part$c$pat$on $n $nd'"tr*
all$ance", $nternat$onal meet$ng" and for'm"0

D$






D"
D6
A((endi4 A


Handboo2 for Real Estate Associations
Additional Resources and
Bac2)round %aterial


Section 5- Association Or)ani:ation- Go,ernance Structure and
Necessar& Docu/ents
A8 The An&9er Boo1, Nationa) A&&oiation o, Rea)tor&, Setion "
$
Cha-ter ": 2o%ernin' Dou+ent& and Po)i.8

B8 Prini-)e& o, A&&oiation *ana'e+ent, Fourth Edition, Henr. L8 Ern&ttha), CAE8 A+erian
Soiet. o, A&&oiation E5euti%e&, "##$8
Cha-ter ": 2o%ernane Struture& and 0o)unteer Ro)e&

C8 Sa+-)e Board 2o%ernane Po)iie&, ASAE8 $FFE8

D8 Internationa) Hand!oo1 on A&&oiation *ana'e+ent, 4a)ter A8 Sha9, CAE8 ASAE8 $FFE8
Cha-ter III, 2o%ernane and Or'ani(ationa) Struture8

$ For o-ie& o, The An&9er Boo1 ha-ter&, ontat IRPF &ta,,8
D7
Section 7- *lannin)+ Bud)etin)+ and Financial %ana)e/ent

A8 An&9er Boo1, Setion I
Cha-ter F: Strate'i P)annin'
Cha-ter 6: Bud'et and Finania) *ana'e+ent

B8 Prini-)e&
Cha-ter <: Bud'etin' and Finane
Cha-ter $B: Strate'i P)annin'
Cha-ter D: *e+!er&hi- @Settin' Due&A

C8 Internationa) Hand!oo1
Cha-ter 0II: Bud'et and Finania) *ana'e+ent
Cha-ter QII: Creatin' a Ne9 Rea)it. @Strate'i Lon'/Ran'e P)annin'A

Section ;- Association Staff

A8 AE Co+-etenie& and Bod. o, Ono9)ed'e: A 2uide ,or the Sue&&,u) REALTOR
A&&oiation E5euti%e8 Pu!)i&hed !. NAR8 A%ai)a!)e ,ro+ the Leader&hi- De-art+ent

B8 REALTOR A&&oiation *ode)&8 Pu!)i&hed !. NAR8 A%ai)a!)e ,ro+ the Leader&hi-
De-art+ent

C8 Prini-)e&
Cha-ter 6: Sta,, Struture and Ro)e&

D8 Internationa) Hand!oo1
Cha-ter 0: A&&oiation Sta,, O-eration&

Section <- Association Ad,ocac& *ro)ra/s

D<
A6 Ans'er Boo2+ Section 7
Cha-ter B: Po)itia) and 2o%ern+ent A,,air&

B6 *rinci(les
Cha-ter $6: 2o%ern+ent Re)ation&

C: Internationa) Hand!oo1
Cha-ter Q: 2o%ern+ent Re)ation&

Section =- Education and *rofessional De,elo(/ent *ro)ra/s

A6 *rinci(les
Cha-ter F: Eduation and *eetin'&
Cha-ter B: *ar1etin' Ba&i&
Cha-ter $#: 0o)untar. Standard&

B6 International Handboo2
Cha-ter IQ: Eduation and Trainin'

Section >- De,elo(in) an Or)ani:ation Code of Et.ics

A8 Prini-)e&
Cha-ter $#: 0o)untar. Standard&

B6 Hand Boo2
Cha-ter $D: Pro,e&&iona) Standard& Po)iie& and Proedure&

C8 Internationa) Hand!oo1
Cha-ter QI, -art II: Code& o, Ethi&
D8 Code o, Ethi& o, the Nationa) A&&oiation o, REALTORS8
DB

Section ?- %e/bers.i( De,elo(/ent

A8 Hand Boo1
Cha-ter $7: *e+!er&hi- De%e)o-+ent
Cha-ter $": 4or1in' 9ith 0o)unteer&
Cha-ter $F: E,,eti%e Co++uniation& and Pu!)iation&

B6 *rinci(les
Cha-ter 6: Sta,, Struture and Ro)e&
Cha-ter 7: 0o)unteer *ana'e+ent
Cha-ter D: *e+!er&hi-

C8 Internationa) Hand!oo1
Cha-ter I0: *e+!er&hi- De%e)o-+ent and *ar1etin'

Section @- #ses of Tec.nolo)&

A8 Hand Boo1
Cha-ter $#: Co+-uter& and Tehno)o'.

B8 E/Pro ,or Rea)tor&8 NAR Certi,iation Cour&e8 @Thi& ne9 our&e i& a%ai)a!)e on)ine, and
ontain& in,or+ation 9hih i& !a&i to rea) e&tate a--)iation& a& 9e)) a& tho&e o, a&&oiation
+ana'e+ent8 *ana'in' e/+ai), &e)etin' &er%ie -ro%ider&, and 9e!&ite de&i'n are +an. o,
the to-i& 9hih are o%ered !. thi& de&i'nation -ro'ra+8A

Section A- Non Dues Inco/e and "alue3Added Ser,ices

A8 Prini-)e&
Cha-ter $$: Re&earh and Stati&ti&
Cha-ter $D: Trend& Forea&tin'
DD
Cha-ter E: Pu!)i&hin'
Cha-ter <: Bud'etin' and Finane

B8 Hand Boo1
Cha-ter "$: Additiona) *e+!er Bene,it& and Pro'ra+&

Section 5B- %ar2etin) and *ublic Relations

A8 Prini-)e&
Cha-ter B: *ar1etin' Ba&i&
Cha-ter $7: The Pu!)i

B8 An&9er Boo1 , Setion 7
Cha-ter& 6 and 7: *ar1etin' and Pu!)i Re)ation& Pro'ra+&

C8 Internationa) Hand!oo1
Cha-ter 0I: Co++uniation&, Pu!)i Re)ation&, Pu!)iation&, and *ar1etin'

General Resource %aterial
Books

The An&9er Boo18 Nationa) A&&oiation o, Rea)tor&
Thi& o+-i)ation o, readin'& 9a& de%e)o-ed !. the rea) e&tate a&&oiation e5euti%e& in the u&e ,or u&e
!. tho&e andidate& &tud.in' ,or the REALTOR A&&oiation Certi,ied E5euti%e @RCEA de&i'nation
o,,ered !. NAR8 4hi)e &o+e o, the &etion& onentrate on NAR -o)iie& and o-eration& that +i'ht
not !e a--)ia!)e in other ountrie&, +uh o, the ontent i& 'eneri to a&&oiation +ana'e+ent8

Prini-)e& o, A&&oiation *ana'e+ent 7
th
Edition 8 Henr. Ern&ttha), CAE8 A+erian Soiet. o,
A&&oiation E5euti%e&8 "##$8
Thi& ea&./to/read and under&tand -re&entation o, the art and &iene o, +ana'in' an a&&oiation ha&
!een u-dated throu'hout and in)ude& a ne9 ha-ter on RTrend& Forea&tin'8R Ern&ttha) &hare& hi& "<S
DE
.ear& a& an a&&oiation e5euti%e, 'i%in' .ou a o+-rehen&i%e in&iderG& )oo1 at %irtua)). e%er. a&-et o,
a&&oiation +ana'e+ent, in)udin': the uni:ue nature o, a&&oiation&K 'o%ernane &truture&K %o)unteer
+ana'e+entK ,inaneK +ar1etin'K +e+!er&hi-K -u!)i&hin'K eduation and +eetin'&K &tandard&K
re&earhK 'o%ern+ent re)ation&K ,oundation&K &trate'i -)annin'K and the a&&oiation o, the ,uture8 For
the ,ir&t/ti+e e5euti%e, itG& a o+-rehen&i%e 'uide ,or e%er. -ha&e o, a&&oiation +ana'e+ent, 9hi)e
the e5-eriened e5euti%e an )earn +ore a!out un,a+i)iar area&.

2oin' 2)o!a): An A&&oiation Pri+er8 ASAE8 $FFF8
E5a+ine& the %aria!)e& in%o)%ed in e%a)uatin', -)annin', and +ana'in' an a&&oiation internationa)
-ro'ra+8 To-i& in)ude de%e)o-in' +e+!er&hi-, ondutin' +eetin'& a!road, )e'a) and ta5 i&&ue&,
+ar1etin', internationa) ,inane, ro&&/u)tura) o++uniation&, and +ore//-)u& ei'ht a&e &tudie&8
@$FFF, "B# -a'e&, &-ira) !oundA

Internationa) Hand!oo1 on A&&oiation *ana'e+ent8 Dr8 4a)ter Sha9, CAE8 ASAE8 $FFE8
Thi& o+-rehen&i%e te5t o%er& ,ourteen ore area&, &uh a&: Leader&hi- Theor.K 2o%ernane M
Or'ani(ation StrutureK Sta,, O-eration&K Bud'et and FinaneK Code& o, Ethi&K and Strate'i Lon'/
Ran'e P)annin'8 Eah ha-ter in)ude& a 'enera) introdution and o%er%ie9 a& 9e)) a& &e),/&tud.
e5eri&e& and reo++ended readin'&8 Ba&ed on &ue&&,u) internationa) ,ie)d trainin' e5-eriene on
three ontinent&, the hand!oo1 i& ea&i). ada-ta!)e !. indi%idua)& -ur&uin' inde-endent &tud. or a& a
te5t in a trainin' &e&&ion or )a&&roo+8 The hand!oo1 i& a)&o o, intere&t to an internationa) a&&oiation;&
+e+!er&, ha-ter& and o,,ie& a!road8 @$FFE,$D< -a'e&, &-ira) !oundA

Internationa) Le'a) I&&ue& ,or Non/Pro,it A&&oiation&8 Je,,er&on C8 2)a&&ie, E&:8 ASAE8 $FFF8
The on). internationa) )e'a) re,erene o, it& 1ind ,or non-ro,it +e+!er&hi- or'ani(ation&8 Ba&ed on
+ore than $< .ear& o, )a9 -ratie, the !oo1 o%er& a 9ide %ariet. o, internationa) )e'a) i&&ue&
in)udin' non-ro,it inor-oration, ta5e&, e+-)o.+ent, +e+!er&hi-, inte))etua) -ro-ert., antitru&t,
trade, )o!!.in' and -o)itia) ati%itie&, )iti'ation and di&-ute re&o)ution, and +ore8 The !oo1 a)&o
in)ude& a--endie& o, &a+-)e a'ree+ent& ,or internationa) a,,i)iate&, )ien&e& and ro.a)tie&, on,erene
+ana'e+ent &er%ie&, o,,ie +ana'e+ent, and antitru&t -o)i.8 @$FFF, "7# -a'e&, hardo%erA


Websites

4448Rea)tor8or' : Thi& i& the or'ani(ation &ite o, the Nationa) A&&oiation o, Rea)tor& and ontain& a
9ea)th o, in,or+ation in)udin' +ode) !.)a9&, the Code o, Ethi&, )e'a) and )e'i&)ati%e o-inion&, *LS
-o)i. +anua)&, and other ruia) in,or+ation8 *uh o, the &ite i& -a&&9ord/-roteted, and re&trited to
+e+!er& on).

4448CIPSNet9or18o+ : The Certi,ied Internationa) Pro-ert. S-eia)i&t or'ani(ation +aintain& it&
DF
o9n he)-,u) 9e!&ite ,or rea) e&tate a&&oiation& and -ratitioner&8 Thi& &ite i& a %irtua) )i!rar. o,
re&oure& ,or a&&oiation& and ,or rea) e&tate -ro,e&&iona)&8

4448ASAEenter8or' : The A+erian Soiet. o, A&&oiation E5euti%e& +aintain& an e5ten&i%e
-u!)iation& out)et on +atter& re)atin' to the de%e)o-+ent and 'ro9th o, a&&oiation&, in)udin'
!ud'etin' and ,inane and +e+!er&hi- retention and reruit+ent8 4hi)e the in,or+ation i& not rea)
e&tate &-ei,i, ASAE o,,er& he)- on +an. -ro!)e+& o++on to a)) a&&oiation& re'ard)e&& o, &-eia)t.8

4448Rea)torAE8o+: Thi& &ite i& direted to9ard -ro,e&&iona) a&&oiation +ana'er&8 Ho9e%er, it
ontain& -ratia) in,or+ation de&i'ned to +eet the dai). need& o, !oth ne9 and +ore e5-eriened
a&&oiation&8 *an. o, the to-i& in thi& +anua) are addre&&ed in +ore de-th on thi& &ite8
E#
Business *lan Te/(late

Business Plan

Association Name




DATE:





Di&)ai+er: Thi& -)an i& ,or in,or+ationa) -ur-o&e& on).8
The ontent& are on,identia)8












E$

Executive Summary
The executive summary is a one-page overview of the plan. tructure it !y a""ing a
summari#ing sentence or two for each of the following categories$

%ro"uct &escription

'ar(eting an" ales

&evelopment

)perations

'anagement

*inancial ummary












E"





Association Overview



History and Current Status$ +ho are we, -ow long have we !een in !usiness, -ow
'any mem!ers, -ow are we structure",


Objectives$ +hat is our 'ission tatement, +hat are our o!.ectives as an organi#ation,



Markets and Products$ +hat other pro"ucts an" services "o we offer that meet these
goals an" o!.ectives, +hat is our overall strategy relating to the pro"ucts an" services we
offer,
/n association will want to fill out a mar(eting plan for each new significant pro"uct or service
it consi"ers offering. *or instance, assume the association is consi"ering offering a
"esignation program to mem!ers. The mem!ers who complete certain re0uirements are
awar"e" a "esignation which must then !e maintaine" as long as the mem!er is active in the
organi#ation. 1n or"er to fully consi"er this plan, the chief staff person shoul" complete this
!usiness plan for the organi#ation2s 3oar" of &irectors to review.

Product or Service description



Introduction 3riefly intro"uce the "esignation pro"uct. 4ive a history a!out why the nee"
for this program has occurre", where the i"ea originate", who is involve" in the formative
E6
thin(ing.


&escription &escri!e the "esignation pro"uct. +hat e"ucation or training will !e re0uire",
+hat other elements, such as practical (nowle"ge,


'ar(et +ho will !e the 2target mar(et5 for the "esignation, 6ew mem!ers, 7xperience"
professionals, 1"entify any competition your "esignation program might have.


%roprietary 8ights +hat proprietary rights will you have for this "esignation, 9an you
patent or license it so no one else can imitate it,







Marketing and Saes
This is a most important section for any event an association may offer. The greatest pro"uct
:!e it a service, e"ucation program, or social event is worth nothing if no one purchase the
pro"uct or atten"s the event. 7vent planners must organi#e the mar(eting strategy as
carefully as they "esign the pro"uct.
This section of the !usiness plan examines the strength of the mar(et, an" how the
association might set a!out encouraging the acceptance of the pro"uct. ;sually a mar(eting
section will consist of two parts-a mar(et analysis an" a sales plan.
'ar(et /nalysis

!"e Market. +hat is the mar(et an" how large is it, /re there any other entities
currently servicing the mar(et,
E7

Market !rends# 1s the target mar(et growing, tagnating, &eclining, /ny other
noticea!le tren"s that woul" impact the pro.ect,

Customer Anaysis# +ho are the customers <target mar(et= an" what will motivate
them to purchase the pro"uct,

Marketing Strategy$ -ow is your pro"uct going to fit into the structure you are
"escri!ing, -ow will you "ifferentiate your pro"uct from any others currently
availa!le, 9ustomer research is important. 4et as much customer fee"!ac( a!out
your pro"uct as you possi!ly can, an" "on2t let your enthusiasm for the pro"uct prevent
you from o!.ectively hearing what potential customers are saying.

Price# -ow will the pro"uct !e price", -ow "oes this compare with competitive
pricing, +ill the target mar(et accept your price,

Pace# -ow will the pro"uct !e "istri!ute", 1f it is an e"ucation program, will it !e
offere" in a classroom setting, or online, -ow will you get the pro"uct to the customer
after it has !een purchase",

Promotion. -ow will the pro"uct !e a"vertise", %rinte" material, &irect mail, %ai"
a"vertisements. >eep your target mar(et in min", an" select a promotion that is easily
accessi!le to that au"ience. 1t is goo" to have more than one metho" of "elivery, an"
to sprea" announcements over a perio" of time.

Saes Strategy -ow will you close the sale with your customers, -ow can they
or"er, 1s or"ering?paying easy,



%eveopment



Current Status +hat is the current status of the pro"uct or service, @ust an i"ea, omething
that has !een "eman"e" !y mem!ers,
E<


%eveopment Pans +hat is the final result the association woul" li(e to see, -ow many
items "oes it want to sell, or how many atten"ees coul" atten" a program, +hat are the
plans for getting there, 1f the program will continue over a perio" of time, what are the
!enchmar(s for its success,


%eveopment !imetabe


%eveopment &isks +hat are the possi!le ris(s an" how will they !e han"le" them if they
occur, %erhaps a competitor appears on the scene an" ta(es away the targete" mar(et. )r
perhaps costs s(yroc(et an" the inten"e" income can2t meet expenses. +hat is the !ac(up
plan,

Operations

Scope o' Operations +hat "oes the association have to "o in-house to ma(e this pro.ect
wor(, &oes it currently have staff an" resources, +ill it have to hire personnel, -ow can it
!est "o this,


Ongoing Operations 1s the association planning to operate this program or service on an
ongoing !asis, 1f so, what resources will we nee", -ow can this pro"uct !e !uilt into the
ongoing operations of the association, 1f, for instances, the pro"uct is a "esignation that
nee"s re-certification every few years, what will that process involve, +hose responsi!ility
will it !e, -ow much will it cost over time,



Management
EB
This section woul" !e important to a stan"ar" !usiness plan, !ut it pro!a!ly will not !e use"
in an association setting. -owever, it is inclu"e" here to point out that the management is a
significant part of any pro.ect. 1f an association "oes not have the staff an"?or volunteer
infrastructure to pro"uce a pro"uct or service an" to maintain or support it over its lifespan,
then that fact shoul" !e ma"e clear early in the planning process an" corrective measures
ta(en or the i"ea a!an"one". 1n an association setting, it is important to avoi" wasting limite"
resources in further analyses.
Topics to !e examine" in this section$
Company Organi(ation

Management !eam

)oard o' %irectors

Management Stabiity

Summary o' *inancias
This is the conclu"ing chapter. The analysis has shown that there is a goo" i"ea an" a strong
pro"uct, there is a mar(et for the pro"uct an" a plan to reach that mar(et, an" there is a
management team an" the internal resources to pro"uce an" maintain this pro"uct or service.
6ow is the time to explore the financial potentials an" ris(s.
Topics to !e covere" in this section$
*inancia Assumptions


*inancia *orecasts -ow well "o you expect to "o financially, 1f the service is ongoing, what
is the !rea(-even pro.ection, The !est-case scenario, The worst case,


Capita &e+uirements -ow much new capital will !e nee"e" to start this pro.ect. +hen an"
ED
where will you get it,


*inancia &isks +hat financial ris(s are there in this pro.ect, -ow can they !e minimi#e",


Exit Strategies +hat will happen if the financial pro.ections "o not materiali#e, -ow will you
(now if the service or pro"uct is no longer of interest to the target au"ience, 9learly "efine
that point, an" i"entify how the association will "ivest itself of the service or pro"uct at that
point in time.




A--endi5 B"
Project Panning and Marketing ,orks"eet

(NAME OF ASSOCIATION)
Pro3et P)annin' and *ar1etin' 4or1&heet

Note: The ****Board of Directors has adapted a busiess approach to pro!ra"s ad other associatio acti#ities$
As a part of the process% the Directors as& staff ad #o'uteers to p'a each e#et ad pro!ra" carefu''($ The
ad"iistratio of a( pro)ect re*uires that a for" be co"p'eted ad fi'ed i the Board office prior to fia' appro#a'
for each pro!ra"% ser#ice% or e#et$ Tha& (ou for (our cooperatio$


PROJECT BACKGROUND

Na"e of +ro)ect or E#et:



Associatio Me"ber Chairi! E#et:
EE


Associatio Staff Maa!er:

Brief'( describe the pro)ect ad its #a'ue to the associatio ad,or its "e"bers:






I -hat -a( does the pro)ect support the "issio ad !oa's of the Strate!ic +'a.







PROJECT DETAILS
(Co"p'ete as "uch as app'icab'e to the proposed pro)ect% ser#ice% or e#et)


Date Schedu'ed

/ocatio:


0ours

Aticipated u"ber of attedees.

Specific audiece or tar!et "ar&et (Be precise11do2t )ust sa(% 3Me"bers34 sa( 3Me"bers -ho appraise
EF
co""ercia' propert(3)


5hat phrases or cocepts "i!ht be used i "ar&eti! this e#et or product to the tar!et "ar&et. (5hat -i'' be
appea'i! to the "ar&et about this pro!ra" or product).


5hat "ar&eti! techi*ues -i'' (ou e"p'o(. +'ease 'ist a NAME of a resposib'e perso -ho -i'' be the "aa!er
for each of the "ar&eti! efforts:

Brochure

Iteret "ai' aouce"et

Media +ress 6e'ease

Direct Mai'i! (/etter,e"ai')$ To -ho".

Office "eeti! aouce"et

Direct cotact

Other (Specif()

Esti"ated Cost of +ro)ect:

Faci'it(

Spea&ers Fees,Etertai"et

A"eities (Coffee% E*uip"et 6eta'% etc)

Food
F#

Trasportatio ad Other Direct E7peses:

+riti!,Ad#ertisi!:

Staff Ti"e (0ours):

8o'uteer Ti"e (hours):

Esti"ated Ico"e
9ser Fees

Doatios (a"out ad door a"es):

If doatios% -ho -i'' "aa!e fud raisi! efforts.

Other ico"e


:;: Esti"ated +rofit,/oss




Please note: this form will be completely filled out as a joint effort between the project chairman and the staff
member who will manage the project. If fund allocations are involved and if those allocations are not in the annual
budget, they may very likely be directed to the Budget and Finance ommittee by the President. In order to
approve an allocation of association resources of money, staff, and volunteer time, the !irectors will want to be
assured that background research and planning has been completed prior to implementation of the event. Please
remember also that there is no automatic funding for any project, and the Board of !irectors must allocate all
funds prior to spending.

If you have further "uestions, please contact the #$ecutive %ice President.

F$
&hank you for your efforts on behalf of our association.

(+'ease ote: this is a actua' for" i use b( a rea' estate associatio$ <ou are free to "odif( it for (our use)
F"
A--endi5 B6
Sampe Strategic Pan


Colorado Association of REALTORS
C

STRATEGIC AND O*ERATIONAL *LANS
Commencing in the year 2002


The "ISION i& Rto !e the e&&entia) rea) e&tate a&&oiation that -o&ition& the REALTOR
T
,or the
,uture8R

The %ISSION o, the Co)orado A&&oiation o, REALTORS
T
i&:

Throu'h o))a!orati%e ation and in oo-eration 9ith )oa) a&&oiation& and the NATIONAL
ASSOCIATION OF REALTORS
T
:

Enhane the a!i)it. and o--ortunit. o, +e+!er& to ondut their !u&ine&& ethia))., &ue&&,u))., and
-ro,ita!).8

Pro+ote and -re&er%e the ri'ht to o9n, tran&,er and u&e rea) -ro-ert.8

Inrea&e REALTORS
T
-ro,e&&iona)i&+, &1i))&, 1no9)ed'e, and o++unit. in%o)%e+ent8

Enhane the -u!)i;& a9arene&& and on,idene in REALTORS
T
8




This plan was developed by the 2001 Strategic Planning Council on June 2
th
and 2!th" 2001" and
F6
presented to the Board o# $irectors on %ctober 2&" 2001'



C.air/an D "ic2i Burns

Strate)ic *lan Facilitator D Nor/an D6 Fl&nn
F7
*AJOR ISSUES


$8 Tehno)o'. 9i)) ae)erate and ha%e a +a3or i+-at on the !u&ine&& and on Co)orado Rea)
E&tate A&&oiation&8

Goal- CAR 9i)) +aintain it& uttin' ed'e tehno)o'ia) -o&ition to en&ure it& e,,iien. and
e,,eti%ene&&K a&&i&t )oa) !oard& 9ith their tehno)o'. &trate'ie&K and !e a )earin'hou&e o, ne9
tehno)o'. to ena!)e their on&tituent& to inno%ate8

aA B. Fe!ruar. "##", CAR 9i)) de,ine the &truture and re&-on&i!i)itie& and
,inania) need& o, the Tehno)o'. Di%i&ion, to +aintain it& uttin' ed'e and !e
a )earin'hou&e o, ne9 tehno)o'ie&8
!A B. June "##6, throu'h -artner&hi-& 9ith )oa) a&&oiation&, CAR 9i))
i+-)e+ent a tota) +e+!er&hi- e/+ai) &.&te+, 9hih 9i)) -ro%ide a "#L
inrea&e annua)). in the a!i)it. to o++uniate e)etronia)). !. the )oa)
a&&oiation& and CAR8
A B. Au'u&t "##", CAR 9i)) ha%e o+-)eted it& ,ir&t annua) tehno)o'. audit
to e%a)uate urrent and ,uture tehno)o'ie& to +aintain it& uttin' ed'e
tehno)o'ia) -o&ition 9hih 9i)) inrea&e &ta,, -roduti%it. !. $#L
dA B. *arh "##6, CAR 9i)) on&u)t 9ith a)) )oa) a&&oiation& to e%a)uate
their tehno)o'ia) in,ra&truture& and +a1e reo++endation& &o that eah
)oa) a&&oiation ha& the +o&t inno%ati%e tehno)o'. that the. are a-a!)e o,
ha%in'8
eA B. June "##", CAR 9i)) -ro%ide on/)ine re'i&tration ,or a)) e%ent& 9ith the
'oa) o, "<L o, the +e+!er&hi- u&in' the &er%ie !. "##68 Thi& 9i)) re&u)t in
+ore on%enient ae&& !. the +e+!er&, )o9er &ta,, ti+e, and redue redit
ard ,ee&8

"8 2o%ern+ent 9i)) ontinue to -)a. an inrea&in'). i+-ortant ro)e in the rea) e&tate indu&tr. and
the +ar1et;& 'ro9th8

Goal- CAR 9i)) !e the -roati%e %oie ,or rea) e&tate in Co)orado8

aA B. Se-te+!er $
&t
o, eah .ear, CAR 9i)) annua)). ta1e a )eader&hi- ro)e and
ati%e). -artii-ate in a ore rea) e&tate re)ated oa)ition8
!A B. Se-te+!er $
&t
o, eah .ear CAR 9i)) annua)). identi,. "/6 -eri-hera)
-artner& to addre&& indu&tr. re)ated i&&ue&8
F<
A B. No%e+!er $
&t
o, eah .ear, CAR 9i)) !e -re-ared to ,or+u)ate )e'i&)ation
to addre&& rea) e&tate re)ated i&&ue&, re&u)tin' in )e'i&)ation -o&iti%e). a,,etin'
the +e+!er&8
dA B. No%e+!er "##", CAR 9i)) e&ta!)i&h a 2o%ern+ent A,,air& Diretor
-ro'ra+ to -ro%ide -u!)i a,,air& a&&i&tane throu'hout the &tate, re&u)tin' in at
)ea&t a $#L inrea&e in the CAR +e+!er&hi- in%o)%ed in -o)itia) ati%itie&8
eA B. No%e+!er "##", en&ure that CAR ha& a ,u))/ti+e re'i&tered )o!!.i&t8

68 There 9i)) !e a need to attrat +ore di%er&e -ratitioner&N+e+!er& to +eet the di%er&it. han'e&
in the +ar1et -)ae8

Goal- CAR 9i)) in%o)%e +ore di%er&e -ratitioner&N+e+!er&K enoura'e their -artii-ation in
CARK and enoura'e CAR;& +e+!er&hi- to e+!rae the u)tura) di%er&it. in the +ar1et8

aA B. Oto!er "##", CAR 9i)) de%e)o- -ro'ra+& and eduation re)ated to ,air
hou&in' and di%er&it. to inrea&e a9arene&& o, e+er'in' +ar1et& to !e u&ed !.
at )ea&t 6#L o, the +e+!er&hi-8
!A B. Oto!er "##", CAR 9i)) -artner 9ith at )ea&t three or'ani(ation& that
in%o)%e +ore di%er&e -ratitioner&N+e+!er&8
A B. Oto!er "##", CAR 9i)) inrea&e the nu+!er o, u)tura)). di%er&e
+e+!er %o)unteer& !. at )ea&t $#L !ut no )e&& than $# +e+!er&8

78 *e+!er& 9i)) ontinue to :ue&tion the %a)ue and re)e%ane o, the a&&oiation8

Goal- CAR 9i)) &trea+)ine it& or'ani(ationK en&ure the re)e%ane o, it& -ro'ra+&, -rodut& and
&er%ie&K e+-o9er it& &ta,,K and inrea&e :ua)it. %o)unteeri&+8

aA B. Su++er Con,erene "##", CAR 9i)) o+-)ete an or'ani(ationa)
&trutura) audit re&u)tin' in at )ea&t a <#L redution o, &tandin' !oard
o++ittee&, and tran&,er dei&ion +a1in' o, I&un&etJ o++ittee& to &ta,,8
!A Be,ore the "##6 o++ittee a--)iation -roe&& CAR 9i)) inrea&e the
nu+!er o, ne9 %o)unteer& !. at )ea&t $#L e%er. .ear therea,ter8
A Be,ore the "##6 !ud'et -roe&&, CAR 9i)) i+-)e+ent an annua) e%a)uation
-roe&& to a&&e&& the re)e%ane and o&t e,,eti%ene&& o, a)) o, it& -ro'ra+&,
-rodut&, and &er%ie&, re&u)tin' in the redution o, tho&e not u&ed !. at )ea&t
$#L o, the +e+!er&hi-, !ut retain tho&e that -ro%ide -o&iti%e non/due&
re%enue8

FB
<8 Bu&ine&& +ode)& and !ro1erNa'ent re)ation&hi-& 9i)) ontinue to han'e -uttin' +ore -re&&ure
on +e+!er;& )ia!i)it. and -ro,it8

Goal- CAR 9i)) 1ee- it& +e+!er& in,or+ed on indu&tr. trend& and ri&1& o, )ia!i)it., and 9or1
to add %a)ue ,or the +e+!er&, 1ee-in' the+ in the enter o, the tran&ation8

aA B. Se-te+!er "##", CAR 9i)) e&ta!)i&h a o++uniation &.&te+ to -ro%ide
indu&tr. trend& and in,or+ation to )oa) a&&oiation& and at )ea&t <#L o, the
+ana'in' !ro1er&8
!A B. Fe!ruar. "##", CAR 9i)) ondut re&earh and -ro%ide +ana'in'
!ro1er&, and )oa) a&&oiation&, an ana).&i& o, the to- $# e/o++ere
tran&ation -)at,or+& a%ai)a!)e at that ti+e8
A B. Oto!er "##", CAR 9i)) e%a)uate e&ta!)i&hin' a &tate9ide o++eria)
rea) e&tate or'ani(ation or &er%ie that 9ou)d in%o)%e at )ea&t "<L o, the
o++eria) -ratitioner&8
dA B. Januar. "##6, CAR 9i)) reate a Iri&1 redutionJ in,or+ation data!a&e,
o, )e'a) and )e'i&)ati%e i&&ue&, to !e u&ed !. at )ea&t <#L o, the +e+!er&8


















FD
Appendix C
Sampe -ob %escriptions 'or t"e C"ie' Sta''
Member .CEO/ and 'or t"e C"ie' Eected
O''icer .President/

Sampe -ob %escriptions
Executive 0ice President1Executive O''icer2Exampe A
Reprinted from Guidelines for Selecting an Executive Officer, copyright 1ABA,
6/T1)6/C /)91/T1)6 )* 87/CT)8D.
Position %escription
The executive vice presi"ent serves as chief executive officer of the association.
&esponsibiities3
%rograms?Tas(s
En&ure& that the !oar" of "irectors, executive committee, an" officers are fully informe" of association
con"itions an" of all-important factors influencing them.
Attend& all meetings of the !oar" of "irectors an" executive committee.
P)an&, formulates, an" recommen"s for the approval of the !oar" of "irectors !asic policies an" programs that
will further association o!.ectives.
E5eute& all "ecisions of the !oar" of "irectors except when "irectors specifically ma(e other assignments.
De%e)o-& specific a"ministrative policies, proce"ures, an" programs to implement the general policies of the
!oar" of "irectors.
E&ta!)i&he& a soun" organi#ational structure for the hea"0uarters office.
P)an& the general a"ministration of the entire association operationE though many responsi!ilities are
FE
"elegate" to other staff mem!ers, the executive vice presi"ent shoul" !e aware of the progress of all association
pro.ects.
Re-re&ent& the association in any an" all local government matters affecting the real estate in"ustry.
Diret& an" coor"inates all approve" staff programs, pro.ects, an" ma.or activities.
Reruit&, hires, orients, trains, an" motivates association personnelE responsi!le for all reviews, promotions,
an" terminations.
De,ine& staff "uties, esta!lishes performance stan"ar"s, con"ucts performance reviews, an" maintains
competitive salary structure.
Pro%ide& the necessary liaison an" staff support to committee chairmen to ena!le committees to properly
perform their functions, ensures that committee "ecisions an" recommen"ations are su!mitte" to the !oar" of
"irectors for approval.
E5eute& contracts an" commitments as authori#e" !y the !oar" of "irectors or within esta!lishe" policies.
Pro+ote& interest an" active participation in association activities to mem!ership an" local?chapter groups,
an" reports association activities through the association communications me"ia.
*aintain& effective relationships with other organi#ations, !oth pu!lic an" private, an" ensures that
association an" mem!ership positions are enhance" in accor"ance with the policies an" o!.ectives of the
organi#ation.
En&ure& that all fun"s, physical assets, an" other association property are appropriately safeguar"e" an"
a"ministere"E operates within the approve" !u"get.
P)an&, coor"inates, an" con"ucts pu!lic relations programs to enhance pu!lic acceptance of the in"ustry.
&er%e& as supervising e"itor of the official pu!lication.
Condut& research an" relate" pro.ects on su!.ects "eeme" of importance to the mem!ership an" prepares
an" pu!lishes the results.
De%e)o-& e"ucation programs to a"vance the professional, technical, an" managerial s(ills of the
mem!ership, operating within the !u"get an" program o!.ectives that the !oar" of "irectors approves.
P)an&, organi#es an" "irects mem!ership promotion an" retention programs, an" evaluates results an"
recommen"s policies, proce"ures, an" actions to achieve mem!ership goals.
Co))et& "ues an" terminates "elin0uent mem!erships.
P)an& an" con"ucts the annual mem!ership meeting.
E5eri&e& control of !u"get an" all arrangements to meet financial o!.ectives.
*aintain& official minutes of the !oar" of "irectors an" other official association meetings.
Pro%ide& security for aft files, legal an" historical "ocuments, an" mem!ership an" mailing lists.
P)an&, promotes, an" a"ministers all official association meetings.
P)an& an" executes all communications to mem!ership, inclu"ing newsletters, general mailings, news
releases, an" so forth.
At& as a "irect liaison with the state associations an" the 6ational /ssociation in matters that staff can
han"le.
At& as association spo(esperson when association officers are unavaila!le,
FF
Ser%e& on state an" national committees if appointe", provi"ing a !enefit to the association an" the executive.
Carrie& out other general responsi!ilities as officers an" !oar" of "irectors may specify,
I& an ex-officio nonvoting mem!er of the executive committee or the !oar" of "irectors, or !oth.
&eations"ips
7sta!lishes positive wor(ing communications of mutual respect with the following$
Leader&hi- of the local or state association,
E5euti%e officers an" electe" secretaries of other associations.
A&&oiation counsel.
Cit. council mem!ers, their staff an" appropriate local government officials.
A&&oiation staff
Leader&hi- of su!or"inate or allie" groups an" organi#ations.
Per'ormance Standards
%erformance stan"ar"s for this position are attaine" when the following are complete"$
The policies offere" for consi"eration !y the association are forwar"-loo(ing an" a"" to the constructive
growth of the association2s influence.
O,,ier&, committee chairmen, an" other association lea"ers are fully informe" as to the activities an" plans in
their particular areas.
The hea"0uarters office is efficiently an" effectively organi#e" for the maximum !enefit of the association.
Pro'ra+& of the association are well manage" through planning, organi#ation, coor"ination, an" control.
Sta,, mem!ers are efficiently an" effectively manage" to the maximum !enefit of the associationE the staff is of
the highest 0uality possi!le.
Co++ittee liaison is supporte", timely, an" effective.
A&&oiation e"ucational programs are forwar"-loo(ing an" a"" to the nee"e" expertise of the mem!er in
various fiel"s.
A&&oiation meetings are well planne", organi#e", an" effective.
Co++uniation& of the association2s purpose, programs, an" activities penetrate to the target or level of
mem!ers planne".
Lo!!.in' activities on !ehalf of the association are as effective or more successful than usual.
Contat an" support of the association is appropriate an" effective.
S-eehe& on !ehalf of the association are well receive", present the association2s story in a positive manner,
an" are effective.
(*These are generally accepted responsibilities of association administration. Associations will want to
tailor these responsibilities to their needs.)
$##
4uai'ications
The person selecte" for this position must possess the following 0ualities$
Be "e"icate" to the i"eals an" goals of the association.
Be capa!le of wor(ing un"er pressure.
Be of strong moral character with excellent lea"ership an" motivational s(ills.
Be an excellent pu!lic spea(er that thin(s an" spea(s well un"er pressure an" is capa!le of ta(ing the
association2s views on "ifferent matters to !oth the mem!ership an" the pu!lic.
Be a proficient writer an" e"itor.
Executive 0ice President1Executive O''icer2Exampe )
Reprinted from Guidelines for Selecting an Executive Officer, copyright 1ABA,
6/T1)6/C /)91/T1)6 )* 87/CT)8D.
Position %escription
The association executive officer serves as chief executive officer, responsi!le to the !oar" of "irectors for the
effective con"uct of the affairs of the association. The executive officer recommen"s an" participates in
formulating the association mission, goals, o!.ectives, an" relate" policies. +ithin that framewor(, the executive
officer plans, organi#es, coor"inates, controls, an" "irects association staff, programs, an" activities. The
executive officer wor(s closely with the association presi"ent an" electe" lea"ers to ensure that the association2s
goals are achieve". The executive officer also serves as staff liaison to all committees an" provi"es liaison
!etween committees an" the !oar" of "irectors.
&esponsibiities3
The executive officer performs the following with appropriate "elegations an" within the limits of the association
charter an" !ylaws, an" policies esta!lishe" !y the !oar" of "irectors.
E&ta!)i&he& a"ministrative policies an" proce"ures for hea"0uarters functions.
E&ta!)i&he& organi#ational structure for the association office an" relate" staffing structure.
Reruit&, hires, trains, promotes, an" terminates staff an" a"ministers an effective personnel program that
inclu"es position "escriptions, performance stan"ar"s, performance appraisals, an" a compensation system.
De%e)o-& an" supervises effective mem!ership "evelopment an" mem!ership services programs within the
limits an" facilities of the staff
De%e)o-& an" maintains pu!lications that are responsive to mem!er nee"s.
De%e)o-& an" con"ucts an e"ucation program in cooperation with the mem!ership to a"vance the
professional, technical, an" managerial s(ills of the mem!ership.
Condut& research necessary to the association an" informs the mem!ership, electe" officials, an" others of
the results as appropriate.
*aintain& effective internal an" external pu!lic relations.
Ser%e& as spo(esperson for the association in con.unction with the chief electe" officer.
*ana'e& the association finances, inclu"ing the preparation of an annual !u"get an" long-range forecasts of
$#$
nee"s.
En&ure& the legal integrity of the association,
P)an& an" coor"inates meetings of the !oar" of "irectors an" the electe" officials of the association, as well as
general mem!ership meetings.
*onitor& an" assists electe" officials an" association committees.
A&&i&t&, serves, an" cooperates with association presi"ent, officers, an" "irectors.
*aintain& an active interest in civic organi#ations an" community !etterment.
*aintain& a strong wor(ing relationship with other local an" state associations.
Partii-ate& in state an" national activities an" programs, within the limits of the association2s !u"get.
Beo+e& a mem!er of the 6/T1)6/C /)91/T1)6 )* 87/CT)8DE re0uirements for payment of "ues
an" the right to use the 87/CT)8F title are normally waive".
(*These are generally accepted responsibilities of association administration. Associations will want to
tailor these responsibilities to their needs.)


President
.C"ie' Eected O''icer/
Position %escription
erves as the chief electe" officer of the association. )versees the affairs of the association, with the assistance
of other electe" officers an" staff %resi"es at all meetings of the association, inclu"ing the !oar" of "irectors an"
executive committee, !etween the sessions of which he or she represents the association an" acts in its name,
su!.ect to "eclare" policy. /ppoints all committees, serves as an ex-officio mem!er of all committees, an" shall
perform all "uties usual to such office.
&esponsibiities
+ithin the limits of the charter an" !ylaws of the association an" policies esta!lishe" !y the !oar" of "irectors,
the chief electe" officer, with appropriate "elegations$
Pre&ide& at all meetings of the association, inclu"ing the !oar" of "irectors an" executive committee.
Deter+ine& the su!stance of the agen"a for meetings of the !oar" of "irectors an" the executive committee.
Oee-& the mem!ership an" the !oar" of "irectors informe" on the con"itions an" operations of the
association an" the real estate in"ustry.
Ser%e& as spo(esperson for the association in con.unction with the chief pai" executive officer.
Pre-are& an" presents an annual !u"get for approval to the !oar" of "irectors, in con.unction with staff
Diret& the !oar" of "irectors in formulating policies an" programs that will further the goals an" o!.ectives of
$#"
the association.
Condut& an annual review of the organi#ational performance an" effectiveness of the association, inclu"ing a
review of the chief pai" executive officer2s performance.
*onitor& expen"itures to assure operation within the annual !u"get.
Pre-are& an" presents an annual report.
(*These are generally accepted responsibilities of volunteer association leaders. Associations will want
to tailor these responsibilities to their needs.)





A((endi4 D
Et"ics5 Caux Internationa &ound !abe


In a 9or)d 9hih i& e5-erienin' -ro,ound tran&,or+ation, the Cau5 Round Ta!)e o, !u&ine&& )eader&
,ro+ Euro-e, Ja-an and the United State& i& o++itted to ener'i(in' the ro)e o, !u&ine&& and indu&tr.
a& a %ita) ,ore ,or inno%ati%e ')o!a) han'e8
The Round Ta!)e 9a& ,ounded in $FEB !. Frederi1 Phi)i-&, ,or+er Pre&ident o, Phi)i-& E)etroni&, and
O)i%ier 2i&ard dGE&tain', 0ie/Chair+an o, INSEAD, a& a +ean& o, reduin' e&a)atin' trade
ten&ion&8 It i& onerned 9ith the de%e)o-+ent o, on&truti%e eono+i and &oia) re)ation&hi-&
!et9een the -artii-ant&G ountrie&, and 9ith their ur'ent 3oint re&-on&i!i)itie& to9ard the re&t o, the
9or)d8
At the ur'in' o, R.u(a!uro Oa1u, Chair+an o, Canon In8, the Round Ta!)e ha& ,ou&ed attention on
the i+-ortane o, ')o!a) or-orate re&-on&i!i)it. in reduin' &oia) and eono+i threat& to 9or)d
-eae and &ta!i)it.8 The Round Ta!)e reo'ni(e& that &hared )eader&hi- i& indi&-en&a!)e to a re%ita)i(ed
and +ore har+oniou& 9or)d8 It e+-ha&i(e& the de%e)o-+ent o, ontinuin' ,riend&hi-, under&tandin'
and oo-eration, !a&ed on a o++on re&-et ,or the hi'he&t +ora) %a)ue& and on re&-on&i!)e ation !.
indi%idua)& in their o9n &-here& o, in,)uene8
Introduction
$#6
The Cau5 Round Ta!)e !e)ie%e& that the 9or)d !u&ine&& o++unit. &hou)d -)a. an i+-ortant ro)e in
i+-ro%in' eono+i and &oia) ondition&8 A& a &tate+ent o, a&-iration&, thi& dou+ent ai+& to e5-re&&
a 9or)d &tandard a'ain&t 9hih !u&ine&& !eha%ior an !e +ea&ured8 4e &ee1 to !e'in a -roe&& that
identi,ie& &hared %a)ue&, reoni)e& di,,erin' %a)ue&, and there!. de%e)o-& a &hared -er&-eti%e on
!u&ine&& !eha%ior ae-ta!)e to and honored !. a))8
The&e -rini-)e& are rooted in t9o !a&i ethia) idea)&: 1.o&ei and hu+an di'nit.8 The Ja-ane&e one-t
o, 1.o&ei +ean& )i%in' and 9or1in' to'ether ,or the o++on 'ood ena!)in' oo-eration and +utua)
-ro&-erit. to oe5i&t 9ith hea)th. and ,air o+-etition8 RHu+an di'nit.R re,er& to the &aredne&& or
%a)ue o, eah -er&on a& an end, not &i+-). a& a +ean to the ,u),i))+ent o, other&G -ur-o&e& or e%en
+a3orit. -re&ri-tion8
The 2enera) Prini-)e& in Setion " &ee1 to )ari,. the &-irit o, 1.o&ei and Rhu+an di'nit.,R 9hi)e the
&-ei,i Sta1eho)der Prini-)e& in Setion 6 are onerned 9ith their -ratia) a--)iation8
In it& )an'ua'e and ,or+, the dou+ent o9e& a &u!&tantia) de!t to The *inne&ota Prini-)e&, a
&tate+ent o, !u&ine&& !eha%ior de%e)o-ed !. the *inne&ota Center ,or Cor-orate Re&-on&i!i)it.8 The
Center ho&ted and haired the dra,tin' o++ittee, 9hih in)uded Ja-ane&e, Euro-ean, and United
State& re-re&entati%e&8
Bu&ine&& !eha%ior an a,,et re)ation&hi-& a+on' nation& and the -ro&-erit. and 9e))/!ein' o, u& a))8
Bu&ine&& i& o,ten the ,ir&t ontat !et9een nation& and, !. the 9a. in 9hih it au&e& &oia) and
eono+i han'e&, ha& a &i'ni,iant i+-at on the )e%e) o, ,ear or on,idene ,e)t !. -eo-)e 9or)d9ide8
*e+!er& o, the Cau5 Round Ta!)e -)ae their ,ir&t e+-ha&i& on -uttin' oneG& o9n hou&e in order, and
on &ee1in' to e&ta!)i&h 9hat i& ri'ht rather than 9ho i& ri'ht8

Section 56 *rea/ble
The +o!i)it. o, e+-)o.+ent, a-ita), -rodut& and tehno)o'. i& +a1in' !u&ine&& inrea&in'). ')o!a)
in it& tran&ation& and it& e,,et&8
La9 and +ar1et ,ore& are nee&&ar. !ut in&u,,iient 'uide& ,or ondut8
Re&-on&i!i)it. ,or the -o)iie& and ation& o, !u&ine&& and re&-et ,or the di'nit. and intere&t& o, it&
&ta1eho)der& are ,unda+enta)8
Shared %a)ue&, in)udin' a o++it+ent to &hared -ro&-erit., are a& i+-ortant ,or a ')o!a) o++unit.
a& ,or o++unitie& o, &+a))er &a)e8
For the&e rea&on&, and !eau&e !u&ine&& an !e a -o9er,u) a'ent o, -o&iti%e &oia) han'e, 9e o,,er the
,o))o9in' -rini-)e& a& a ,oundation ,or dia)o'ue and ation !. !u&ine&& )eader& in &earh o, !u&ine&&
re&-on&i!i)it.8 In &o doin', 9e a,,ir+ the nee&&it. ,or +ora) %a)ue& in !u&ine&& dei&ion +a1in'8
4ithout the+, &ta!)e !u&ine&& re)ation&hi-& and a &u&taina!)e 9or)d o++unit. are i+-o&&i!)e8

Section 76 General *rinci(les
*rinci(le 56 T.e Res(onsibilities Of Businesses-
$#7
Beyond Shareholders toward Stakeholders
The %a)ue o, a !u&ine&& to &oiet. i& the 9ea)th and e+-)o.+ent it reate& and the +ar1eta!)e -rodut&
and &er%ie& it -ro%ide& to on&u+er& at a rea&ona!)e -rie o++en&urate 9ith :ua)it.8 To reate &uh
%a)ue, a !u&ine&& +u&t +aintain it& o9n eono+i hea)th and %ia!i)it., !ut &ur%i%a) i& not a &u,,iient
'oa)8
Bu&ine&&e& ha%e a ro)e to -)a. in i+-ro%in' the )i%e& o, a)) their u&to+er&, e+-)o.ee&, and
&hareho)der& !. &harin' 9ith the+ the 9ea)th the. ha%e reated8 Su--)ier& and o+-etitor& a& 9e))
&hou)d e5-et !u&ine&&e& to honor their o!)i'ation& in a &-irit o, hone&t. and ,airne&&8 A& re&-on&i!)e
iti(en& o, the )oa), nationa), re'iona) and ')o!a) o++unitie& in 9hih the. o-erate, !u&ine&&e& &hare
a -art in &ha-in' the ,uture o, tho&e o++unitie&8
*rinci(le 76 T.e Econo/ic and Social I/(act of Business-
Toward (nnovation" Justice and )orld Community
Bu&ine&&e& e&ta!)i&hed in ,orei'n ountrie& to de%e)o-, -rodue or &e)) &hou)d a)&o ontri!ute to the
&oia) ad%ane+ent o, tho&e ountrie& !. reatin' -roduti%e e+-)o.+ent and he)-in' to rai&e the
-urha&in' -o9er o, their iti(en&8 Bu&ine&&e& a)&o &hou)d ontri!ute to hu+an ri'ht&, eduation,
9e),are, and %ita)i(ation o, the ountrie& in 9hih the. o-erate8
Bu&ine&&e& &hou)d ontri!ute to eono+i and &oia) de%e)o-+ent not on). in the ountrie& in 9hih
the. o-erate, !ut a)&o in the 9or)d o++unit. at )ar'e, throu'h e,,eti%e and -rudent u&e o, re&oure&,
,ree and ,air o+-etition, and e+-ha&i& u-on inno%ation in tehno)o'., -rodution +ethod&, +ar1etin'
and o++uniation&8
*rinci(le ;6 Business Be.a,ior-
Beyond the *etter o# *aw Toward a Spirit o# Trust
4hi)e ae-tin' the )e'iti+a. o, trade &eret&, !u&ine&&e& &hou)d reo'ni(e that &inerit., andor,
truth,u)ne&&, the 1ee-in' o, -ro+i&e&, and tran&-aren. ontri!ute not on). to their o9n redi!i)it. and
&ta!i)it. !ut a)&o to the &+oothne&& and e,,iien. o, !u&ine&& tran&ation&, -artiu)ar). on the
internationa) )e%e)8
*rinci(le <6 Res(ect for Rules
To a%oid trade ,rition& and to -ro+ote ,reer trade, e:ua) ondition& ,or o+-etition, and ,air and
e:uita!)e treat+ent ,or a)) -artii-ant&, !u&ine&&e& &hou)d re&-et internationa) and do+e&ti ru)e&8 In
addition, the. &hou)d reo'ni(e that &o+e !eha%ior, a)thou'h )e'a), +a. &ti)) ha%e ad%er&e
on&e:uene&8
*rinci(le =6 Su((ort for %ultilateral Trade
Bu&ine&&e& &hou)d &u--ort the +u)ti)atera) trade &.&te+& o, the 2ATTN4or)d Trade Or'ani(ation and
&i+i)ar internationa) a'ree+ent&8 The. &hou)d oo-erate in e,,ort& to -ro+ote the -ro're&&i%e and
3udiiou& )i!era)i(ation o, trade and to re)a5 tho&e do+e&ti +ea&ure& that unrea&ona!). hinder ')o!a)
$#<
o++ere, 9hi)e 'i%in' due re&-et to nationa) -o)i. o!3eti%e&8
*rinci(le >6 Res(ect for t.e En,iron/ent
A !u&ine&& &hou)d -rotet and, 9here -o&&i!)e, i+-ro%e the en%iron+ent, -ro+ote &u&taina!)e
de%e)o-+ent, and -re%ent the 9a&te,u) u&e o, natura) re&oure&8
*rinci(le ?6 A,oidance of Illicit O(erations
A !u&ine&& &hou)d not -artii-ate in or ondone !ri!er., +one. )aunderin', or other orru-t -ratie&:
indeed, it &hou)d &ee1 oo-eration 9ith other& to e)i+inate the+8 It &hou)d not trade in ar+& or other
+ateria)& u&ed ,or terrori&t ati%itie&, dru' tra,,i or other or'ani(ed ri+e8

Section ;6 Sta2e.older *rinci(les
Custo/ers
4e !e)ie%e in treatin' a)) u&to+er& 9ith di'nit., irre&-eti%e o, 9hether the. -urha&e our -rodut&
and &er%ie& diret). ,ro+ u& or other9i&e a:uire the+ in the +ar1et8 4e there,ore ha%e a
re&-on&i!i)it. to:
-ro%ide our u&to+er& 9ith the hi'he&t :ua)it. -rodut& and &er%ie& on&i&tent 9ith their
re:uire+ent&K
treat our u&to+er& ,air). in a)) a&-et& o, our !u&ine&& tran&ation&, in)udin' a hi'h )e%e) o,
&er%ie and re+edie& ,or their di&&ati&,ationK
+a1e e%er. e,,ort to en&ure that the hea)th and &a,et. o, our u&to+er&, a& 9e)) a& the :ua)it. o,
their en%iron+ent, 9i)) !e &u&tained or enhaned !. our -rodut& and &er%ie&K
a&&ure re&-et ,or hu+an di'nit. in -rodut& o,,ered, +ar1etin', and ad%erti&in'K and re&-et
the inte'rit. o, the u)ture o, our u&to+er&8
E/(lo&ees
4e !e)ie%e in the di'nit. o, e%er. e+-)o.ee and in ta1in' e+-)o.ee intere&t& &eriou&).8 4e there,ore
ha%e a re&-on&i!i)it. to:
-ro%ide 3o!& and o+-en&ation that i+-ro%e 9or1er&G )i%in' ondition&K
-ro%ide 9or1in' ondition& that re&-et eah e+-)o.eeG& hea)th and di'nit.K
!e hone&t in o++uniation& 9ith e+-)o.ee& and o-en in &harin' in,or+ation, )i+ited on). !.
)e'a) and o+-etiti%e on&traint&K
)i&ten to and, 9here -o&&i!)e, at on e+-)o.ee &u''e&tion&, idea&, re:ue&t& and o+-)aint&K
en'a'e in 'ood ,aith ne'otiation& 9hen on,)it ari&e&K
a%oid di&ri+inator. -ratie& and 'uarantee e:ua) treat+ent and o--ortunit. in area& &uh a&
'ender, a'e, rae, and re)i'ionK
$#B
-ro+ote in the !u&ine&& it&e), the e+-)o.+ent o, di,,erent). a!)ed -eo-)e in -)ae& o, 9or1
9here the. an !e 'enuine). u&e,u)K
-rotet e+-)o.ee& ,ro+ a%oida!)e in3ur. and i))ne&& in the 9or1-)aeK
enoura'e and a&&i&t e+-)o.ee& in de%e)o-in' re)e%ant and tran&,era!)e &1i))& and 1no9)ed'eK
and
!e &en&iti%e to the &eriou& une+-)o.+ent -ro!)e+& ,re:uent). a&&oiated 9ith !u&ine&&
dei&ion&, and 9or1 9ith 'o%ern+ent&, e+-)o.ee 'rou-&, other a'enie& and eah other in
addre&&in' the&e di&)oation&8
O'ners E In,estors
4e !e)ie%e in honorin' the tru&t our in%e&tor& -)ae in u&8 4e there,ore ha%e a re&-on&i!i)it. to:
a--). -ro,e&&iona) and di)i'ent +ana'e+ent in order to &eure a ,air and o+-etiti%e return on
our o9ner&G in%e&t+entK
di&)o&e re)e%ant in,or+ation to o9ner&Nin%e&tor& &u!3et to )e'a) re:uire+ent& and o+-etiti%e
on&traint&K
on&er%e, -rotet, and inrea&e the o9ner&Nin%e&tor&G a&&et&K and
re&-et o9ner&Nin%e&tor&G re:ue&t&, &u''e&tion&, o+-)aint&, and ,or+a) re&o)ution&8
Su((liers
Our re)ation&hi- 9ith &u--)ier& and &u!ontrator& +u&t !e !a&ed on +utua) re&-et8 4e there,ore ha%e
a re&-on&i!i)it. to :
&ee1 ,airne&& and truth,u)ne&& in a)) our ati%itie&, in)udin' -riin', )ien&in', and ri'ht& to &e))K
en&ure that our !u&ine&& ati%itie& are ,ree ,ro+ oerion and unnee&&ar. )iti'ationK
,o&ter )on'/ter+ &ta!i)it. in the &u--)ier re)ation&hi- in return ,or %a)ue, :ua)it., o+-etiti%ene&&
and re)ia!i)it.K
&hare in,or+ation 9ith &u--)ier& and inte'rate the+ into our -)annin' -roe&&e&K
-a. &u--)ier& on ti+e and in aordane 9ith a'reed ter+& o, tradeK and
&ee1, enoura'e and -re,er &u--)ier& and &u!ontrator& 9ho&e e+-)o.+ent -ratie& re&-et
hu+an di'nit.8
Co/(etitors
4e !e)ie%e that ,air eono+i o+-etition i& one o, the !a&i re:uire+ent& ,or inrea&in' the 9ea)th o,
nation& and u)ti+ate). ,or +a1in' -o&&i!)e the 3u&t di&tri!ution o, 'ood& and &er%ie&8 4e there,ore
ha%e a re&-on&i!i)it. to:
,o&ter o-en +ar1et& ,or trade and in%e&t+entK
-ro+ote o+-etiti%e !eha%ior that i& &oia)). and en%iron+enta)). !ene,iia) and de+on&trate&
+utua) re&-et a+on' o+-etitor&K
re,rain ,ro+ either &ee1in' or -artii-atin' in :ue&tiona!)e -a.+ent& or ,a%or& to &eure
$#D
o+-etiti%e ad%anta'e&K
re&-et !oth tan'i!)e and inte))etua) -ro-ert. ri'ht&K and
re,u&e to a:uire o++eria) in,or+ation !. di&hone&t or unethia) +ean&, &uh a& indu&tria)
e&-iona'e8
Co//unities
4e !e)ie%e that a& ')o!a) or-orate iti(en& 9e an ontri!ute to &uh ,ore& o, re,or+ and hu+an
ri'ht& a& are at 9or1 in the o++unitie& in 9hih 9e o-erate8 4e there,ore ha%e a re&-on&i!i)it. in
tho&e o++unitie& to:
re&-et hu+an ri'ht& and de+orati in&titution&, and -ro+ote the+ 9here%er -ratia!)eK
reo'ni(e 'o%ern+entG& )e'iti+ate o!)i'ation to the &oiet. at )ar'e and &u--ort -u!)i -o)iie&
and -ratie& that -ro+ote hu+an de%e)o-+ent throu'h har+oniou& re)ation& !et9een !u&ine&&
and other &e'+ent& o, &oiet.K
o))a!orate 9ith tho&e ,ore& in the o++unit. dediated to rai&in' &tandard& o, hea)th,
eduation, 9or1-)ae &a,et. and eono+i 9e))/!ein'K
-ro+ote and &ti+u)ate &u&taina!)e de%e)o-+ent and -)a. a )eadin' ro)e in -re&er%in' and
enhanin' the -h.&ia) en%iron+ent and on&er%in' the earthG& re&oure&K
&u--ort -eae, &eurit., di%er&it. and &oia) inte'rationK
re&-et the inte'rit. o, )oa) u)ture&K and
!e a 'ood or-orate iti(en throu'h harita!)e donation&, eduationa) and u)tura) ontri!ution&,
and e+-)o.ee -artii-ation in o++unit. and i%i a,,air&8
The )r$nc$ple" for <'"$ne"" ha%e !een 9ide). uti)i(ed not on). !. o+-anie& and !u&ine&&
or'ani(ation& !ut in &hoo)& around the 9or)d, and a)&o ha%e !een in)uded in nu+erou& !oo1& and
other -u!)iation&8 So+e e5a+-)e& are:
0a)ue& Added: *a1in' Ethia) Dei&ion& in the Finania) *ar1et-)ae
John L8 Ca&e.
@Uni%er&it. Pre&& o, A+eria, In8 $FFDA
Ethia) Theor. and Bu&ine&&
Fi,th Edition
To+ L8 Beauha+- o, 2eor'eto9n Uni%er&it., editor
Nor+an E8 Bo9ie o, the Uni%er&it. o, *inne&ota @Prentie Ha))A, editor
The )r$nc$ple" for <'"$ne"" ha%e !een o,,ered a& a 'uide ,or o+-anie& to de%e)o-, re/e5a+ine,
i+-)e+ent and +onitor their o9n -rini-)e&8 The rea) %a)ue o, an. &et o, -rini-)e& i& in it& u&e and
i+-)e+entation in da. to da. !u&ine&& ati%itie&8 The Cau5 Round Ta!)e @CRTA &ee1& to o+-i)e
e%idene o, 9or)d9ide !e&t -ratie& and &torie& o, a--)iation o, the&e and &i+i)ar -rini-)e& to
-ratia) i&&ue&8 4e 9e)o+e .our &harin' e5a+-)e& o, !e&t -ratie& ,ro+ .our o+-anie& e5-eriene
9ith or 9ithout re,erene to the o+-an. na+e8
,+romB httpBCC///0ca'3ro'ndtable0orgC!LA=(9H0H1;-
$#E

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