Rather than trying to meet every possible need of your customers, integrations allow you to focus on your area of expertise. You then find partners with complementary offerings and create a seamless connection between products for your customers. The theory goes that by specializing in one particular niche, you are able to do it better than anyone else. And when you work with companies that share this philosophy, it creates a better overall experience for your customers.
Applying This Idea to Your Association
The benefits of this approach go far beyond software development. In fact, I started to think about how useful this thinking can be to our customers, as well. How much of what your association does is core to its mission, and how much of your staff’s time is spent on efforts that don’t support your overall goals? This “mission drift” is a common issue in the non-profit world. A project that may have started as a one-time request might now be an established offering. Over time, these seemingly small distractions can add up. Think about the priorities these non-essential tasks have kept your organization from completing.
The fix for mission drift begins with a fresh look at your association’s mission statement. How well does your mission support what your members see as your true value? Areas that your staff spends time on that don’t support these outcomes provide a good starting point to ask, “Is this something we should be offering?” You may also explore if there are others that can provide this service better than you currently do.
For Omnipress, our core mission is to help associations deliver educational content to their members. Over the years, the tools we use have changed, but this central focus remains. In fact, before we offer a new product or develop a new feature of CATALYST, we ensure it will support our goal. It’s also critical that we believe we can provide this service to our customers better than anyone else can. If the answer to either of these questions is “no,” we’ll look for a partner that can help us provide the best possible experience for our customers.
Avoiding Mission Drift
Saying “no” is often harder than saying “yes” to a member. It is, however, necessary. Avoiding mission drift, especially in the non-profit world, is essential if you want to be able to deliver on your goals. For each association the answer about which areas to focus on will be different. For Omnipress though, our mission has remained the same for over 40 years: To help your association deliver the content your members value.