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Membership in the New Normal


In the face of ongoing challenges:

    • Why should we plan to operate in an endemic environment?
    • What’s your game plan if “business as usual” is no longer viable?
    • How do you provide membership value when in-person engagement is limited?

Covid Will Be Around Longer Than We Planned

You want this pandemic to be over and go back to serving members as you did previously. A good portion of revenue is dependent on signature events and demonstrating value to sponsors. Members have relied on programs to network with peers, learn from others, develop relationships, and increase their visibility with others. Communities and many businesses rely on a steady stream of visitors to the area.

Much of our operations was disrupted over the last year due to Covid. Vaccination rates over the last few months created optimism that things might return to normal. But now with the surge of cases and uncertainty looming again, it’s difficult to know how our plans for the fall will fare and even harder to make plans for 2022.

It is highly likely that Covid will become endemic and does not go away for a few years. We will need to serve our members and communities while co-existing with this strain or another of the virus.

Is your organization prepared to operate in an endemic environment?

Membership in the New Normal | Webinar | Hight Performance Group


  • 1

    Explore different scenarios your organization will need to prepare for in 2022.

  • 2

    Determine how member-based organizations are shifting value propositions away from traditional ROI.

  • 3

    Evaluate what operational and programming changes agile organizations are planning.

Join the conversation as Cathi Hight and her guests Dave Kilby, Mark Field, Wendy Kavanagh, and Vicki Yancy discuss challenges, opportunities, and strategies for 2022.

A Promoter of “Good Change”

Cathi Hight, is President of Hight Performance Group, an organizational development firm that helps develop healthy organizations to manage constant change, enhance customer loyalty and “work smarter, not harder.” She has over 25 years of experience in performance improvement, strategic planning, board development, and membership development.

As a certified Wiley Workplace Solutions Partner and Kaizen consultant, Cathi works with organizations to develop high performing teams, effective leaders, customer-centric practices, and productive work environments.

Cathi helps clients identify their real problems and solve them. She shares Kaizen principles of continuous improvement, making small and incremental changes, and improving customer experiences which bring about “good change” for internal and external customers.

Cathi is recognized nationally for her work with associations and is the author of The Member Retention Kit and A New Approach to Tiered Membership, and developer of the Work Smarter, Not Harder program. Hight Performance Group offers resources to help organizations attract, engage, and retain members. Cathi helps organizations stay relevant, effectively communicate the value of membership, and increase their bottom line.

Meet Our Panelists:

Dave Kilby, President/CEO if the Western Association of Chamber Executives (W.A.C.E), Executive Vice President, Corporate Affairs for California Chamber

For 11 years, Dave served as the California Chamber’s lobbyist on small business, economic development, housing, and land use issues. Prior to joining the California Chamber, he had a successful career in local chamber management as CEO of the Modesto (CA) Chamber. He is a former Chair of the U.S. Chamber of Commerce’s Western Institute and a member of the Committee of 100 and the Chamber’s Polictical Advocacy Committee. Dave is author of the book, Chamber Champions: Wisom for the Ages which was released in April 2019.

Dave is a self-described movie, Disney & trivia nut and is a poli-holic (yes, he actually likes politics). He and his wife, Kim, are on a newver-ending search for the perfect Indian Pale Ale (IPA)


Mark Field, Senior Vice President of Investor Development and Experience, Knoxville Chamber of Commerce

Mark has been with the Knoxville Chamber for 18 years. He oversees Development, Programming, and Marketing/Communications. He has over 35 years of experience in healthcare and marketing management, including home care acquisitions and sales. Mark participates on various boards and committees including: ACCE Membership Development Division Advisory Board, TCCE Board of Directors Immediate Past President, Gibbs High School Foundation, Mental Health Association of East Tennessee Board of Directors, Tusculum College President’s Advisory Council, Johnson University Advisory Council, and US Chamber Institute National Board of Trustees.



Wendy Kavanagh, President, Georgia Society of Association Executives (GSAE)

Wendy W. Kavanagh has served President of GSAE since 2005. Ms. Kavanagh reports to the Board of Directors and is responsible for its overall operation. As President, she serves the membership and community by furthering the mission of the organization to advance the profession of association management and to enhance the professionalism of association executives. During her tenure, GSAE launched the highly-regarded Leadership Academy, celebrated GSAE’s 90th and 100th anniversaries, implemented a significant branding and membership marketing campaign, and created a Supplier Council for the corporate member constituency.

Ms. Kavanagh earned a Bachelor of Arts in English from the University of Georgia in Athens, Georgia. She lives in Lake Claire with her husband, their three permanent cat residents, a variety of foster cat visitors, and a gecko. Their college-aged children are a Bulldog and a Volunteer, respectively.



Vicki Yancy, Membership Manager, Texas Council of Administrators of Special Education

Vicki Yancy is serving her seventh year as the Membership Manager for the Texas Council of Administrators of Special Education. Before joining TCASE, she came out of retirement to spend five years in the special education department of the Austin Independent School District as a favor to a friend. Prior to becoming involved in the field of education, Ms. Yancy was with Harte Hanks for nineteen years as the Director of Operations. She began her career as the VP for E&V Slack, Inc. in Austin for twelve years.

Ms. Yancy is the proud mother of two and grandmother of five, which she claims is by far the best job she’s ever had.




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