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一位美国非盈利机构CEO的感言

发布日期:2015-04-29 10:49:30

The desire to focus on “doing good” is a motivating factor that draws many people into association work—and that is clearly a strength; but association executiveswould do well also to realize that there is nothing crass in using money as away to measure effectiveness—namely:
对关注“优秀经营”的追求是吸引很多人加入协会工作的一个激励因素——并且毫无疑问这也是一项优势;但是协会的高级管理层最好也要意识到把钱作为测量有效性的一种方法并不愚蠢——换句话说:

Know that flat ordeclining revenues may be a sign that something is fundamentally wrong withyour program, product or service. This is a warning bell--an indication that athorough audit is needed of your marketplace, including: a customersatisfaction survey; benchmarking against the competition (if you do not knowwho your competition is, then that is another problem!); and a trend analysisof the needs of your target market(s).

要知道营业额持平或者下降可能是您的程序,产品或服务出现了一些根本性错误的信号。这是一个警钟——表示需要对您的市场进行一次彻底的审核,包括:客户满意度调查;基于竞争对手的标杆管理(如果您还不知道您的竞争对手是谁,那就是另外一个问题了!);对目标市场需求的一个趋势分析。

Understand thatprofitability is a measure of efficacy. If your revenues are rising but so areyour losses, then either your programs are being mismanaged or your pricing iswrong. In such a situation market success in the form of increased sales canactually destroy your organization if it is not efficiently structured.

要明白收益率是效力的一个度量。如果您的营业额在增长但是您的损失也在变大,那么要不是您的程序管理不善,就是您的定价错误。在这种情况下,如果没有有效的构建组织,那么以营业额增长的形式取得的成功实际上会毁掉您的组织。


Know that customers expect to get what they pay for. People the world over areprepared to pay for quality and inherently question the value of anything theyare offered for free or at low cost. What person needing heart surgery willfeel entirely comfortable going into an operating room knowing their surgeonwas the least expensive that could be found? Focus on quality and price yourproduct or service accordingly—this is what your customers expect.

要知道顾客期望得到物有所值的产品或服务。全世界的人都准备好为质量付出代价,自然会对免费或廉价得到的任何东西的价值提出质疑。比如一名需要进行心脏手术的病患在进入手术室的时候,知道他们的医生是可以找到的最便宜的,那么他会感到彻底放松吗?关注质量并相应的对您的产品或服务定价——这是顾客希望得到的。


An association’s role may not be “just to make money,” but money does serve asa good tool by which to measure quality, effectiveness and efficacy. Suchthinking has always been part of for-profit management; and if nonprofits areto hold their own in this increasingly competitive environment they will dowell to adopt it! Do you agree?

协会的角色可能不是“仅仅赚钱”,但钱确实是一种测量质量,有效性和效力的很好的工具。这种想法一直都是以盈利为目的的管理的一部分;如果非盈利性机构想要在这种竞争日益激烈的环境中立足,那么最好也就接受这种想法!您同意吗?