Board of Directors

Meeting Report—February 2009

Sue Hale, President

The Board of Directors (BOD) of the American Speech-Language-Hearing Association (ASHA) met February 6–8, 2009, at the ASHA National Office. Following are highlights of the Board's discussions and actions taken during the meeting.

President's Opening Remarks

President Hale welcomed all the Board members and, in particular, the newly elected Board members to their first meeting: Nancy Alarcon, Chair, Speech-Language Pathology Advisory Council; Robert Augustine, Vice President for Finance; Allan Diefendorf, Vice President for Standards and Ethics in Audiology; Thomas Hallahan, Vice President for Governmental Affairs and Public Policy; Julie Noel, Vice President for Professional Practice in Speech-Language Pathology; Colleen O'Rourke, Vice President for Academic Affairs in Audiology; George Purvis, Chair, Audiology Advisory Council; and Tommie L. Robinson Jr., President-Elect.

Executive Director Update

Besides the written summary provided to all Board members, Executive Director Arlene Pietranton updated the Board about a number of items:

• Lean Facilitator Training: Sixteen National Office staff members participated in an in-house training in Lean facilitation techniques in December 2008. The Lean facilitation techniques were developed in the manufacturing industry as a means to streamline repetitive processes. Prior to conducting the in-house training, our inaugural Lean process experience was related to the dues renewal process—which resulted in members receiving their membership renewal cards approximately 6 days sooner.
• Dues renewal for the Association is running approximately 13% ahead of where we were this time last year. We believe a significant reason for the increase is the move to online dues renewal, which is easier and allows our members to get their membership cards much faster.
• In 2009 ASHA will be celebrating the 40th anniversary of our commitment to diversity and multicultural issues and the 10th Anniversary of the Minority Student Leadership Program. We will highlight the connections our members and staff have made through successful multicultural infusion efforts. Of note is a Diversity Champion program that will be launched to recognize members who are infusing multiculturalism in their work as a matter of routine, articles and interviews in The ASHA Leader and other relevant communication vehicles, and special events at the ASHA Convention.

Two Professions, One Discipline: Strategic Theme Discussion

The Board discussed a variety of ways ASHA can best communicate to members and other stakeholders the underlying principles and clinical practice areas that link audiology and speech-language pathology. ASHA staff will be developing communications strategies and tactics to communicate this important message, which is one of the pillars of ASHA's long-range strategic plan, the Strategic Pathway to Excellence.

Board/Staff Lunch

The Board used the opportunity of the first meeting of the year to spend time with ASHA staff in the National Office and express their appreciation for all that staff do for members and for the direct support they provide to all the volunteer leaders of the organization. Staff had a chance to meet new Board members for the first time, and continuing Board members reinforced ongoing working relationships.

Discussion of Report From the Ad Hoc Committee on Nominations and Elections Practices

The Ad Hoc Committee on Nominations and Elections Practices was charged to conduct a review and evaluation of ASHA's current nominations and elections practices and the nominations and elections practices of similar national organizations, and to develop recommendations for enhancing ASHA's board cultivation efforts and submit those recommendations to the Board of Directors. The purpose of this Committee was to determine if there are better ways that ASHA can approach nominations and elections and, if so, implement those changes over the next few years.

The Board received the Ad Hoc Committee's report and recommendations and will move forward on the recommendations as soon as we are able to, subject to further consideration of the responsible use of ASHA's 2009 budget resources in light of the current economy.

Strategic Pathway—2008 Review and Progress

In 2007, when the Association developed its strategic plan for 2008 to 2010, it was decided to use the balanced scorecard approach. This is a strategic planning and management method that helps everyone in the Association understand and work towards a shared strategy. The resulting plan, ASHA's Strategic Pathway to Excellence, includes sixteen specific, measureable, strategic objectives or high-priority programs that need to be implemented to ensure success of the strategy.

Many of the Pathway projects have multiyear plans, and some of them require investments that may require they be extended into years beyond 2010. However, much has been accomplished on a variety of the initiatives. The Board reviewed examples of some of the specific activities that have been implemented on all of the strategic objectives following the first year of the 3-year plan. As part of the Pathway, specific performance measures and targets have been identified for each of the strategic objectives. In the future, reports will indicate the progress made in meeting these targets and the impacts/outcomes for the various activities implemented. The following listed activities are highlights and do not reflect the totality of the work being done related to the Pathway.

Enhance Effectiveness Across Professions and Settings

• Promoted and educated various target audiences on the value of ASHA's credentials.
• Provided staff training on use of the contact tracking system to collect member data that can be used to identify resources needed by members as they provide services.

Increase Reimbursement and Funding

• Medicare Improvements for Patients and Providers Act (MIPAA) became law and includes speech-language pathology private practice enrollment starting July 1, 2009.
• Provided grants to state associations in Florida, Idaho, Louisiana, North Carolina, Ohio, Pennsylvania, Tennessee, West Virginia, Mississippi, and South Carolina to conduct reimbursement advocacy efforts.
• Presented advocacy and negotiation seminars related to reimbursement and funding in Virginia, Kentucky, Ohio, Texas, and Florida state associations and the Academy of Rehabilitative Audiology.

Increase Research Commitment

• Held Research Symposium at the 2008 Convention. An application for a conference grant to NIDCD to support the symposium for 5 more years was funded.
• Held a "Lessons for Success" conference in 2008. An application for a conference grant to NIDCD to support 5 more years of Lessons for Success was funded.
• The Clinical Practice Research Institute was developed in 2008 for launch in 2009.

Increase the Number, Diversity, and Cultural Competence of the Membership

• Conducted Focus Group with nine academic program representatives on academic capacity building to explore resources needed to increase program enrollment.
• Disseminated information on CSD graduate education at Council of Graduate Schools to educate Deans on maintaining or expanding CSD programs.
• Provided targeted consultation to SLP and AUD Practices units on the infusion of multicultural issues to increase staff's accountability for addressing diverse populations in ASHA programs, products, services and resources.

Increase Grassroots Advocacy by Members, Consumers, and Stakeholders

• Initiated development of an ASHA Advocacy Agenda that includes the GRPP Public Policy Agenda.
• Achieved extension of the therapy cap exceptions process, inclusion of SLPs and audiologists in loan repayment programs under the Higher Education Act, positive update to the Medicare fee schedule, and achievement of one of the highest priorities—private practice speech-language pathologists will be able to bill Medicare.

Increase Active Involvement of Members

• Identified opportunities for members to get involved in ASHA activities.
• Initiated development of a marketing plan to encourage members to broaden and/or deepen their involvement in the activities of the Association.

Enhance Financial Stewardship

• Used a Lean consultant to determine how the dues invoicing and dues payment processing could be improved. Recommendations for improvement have been implemented for 2009.
• Conducted a review of ASHA's insurance program to determine if it was appropriate in covering the Association's risk.

Expand Revenue Streams

• Selected new investment managers to improve ASHA's long-term investments.
• Employed a new Director for 2009 to increase revenue from corporate alliances; 2008 was focused on maintaining the alliances that were in place.

Improve the Science Base

• Developed a process for conducting evidence-based systematic reviews (EBSRs).
• Identified topics for conducting six EBSRs in 2009.

Improve External Communication

• Initiated development of a new ASHA Web site design.
• Initiated planning to improve availability of consumer information on the ASHA Web site and to produce more consumer friendly publications.
• Initiated review of social media that could be used by ASHA to communicate with members.
• Initiated action to include more "ASHA in the News" content to members in The ASHA Leader.

Improve Data Collection and Decision-Making

• Initiated development of a process for all staff to use when establishing new ASHA programs, products, and services that includes use of performance measures to evaluate their success.
• Identified core demographic data needed, ways to standardize how key profile data are requested and stored, and ways to increase opportunities for members to update key profile data.
• Initiated development of a process by which staff will be able to locate, access, evaluate, and use data in making decisions related to their work

Improve Targeted Customization of Programs, Products, and Services

• Initiated activities to test the efficacy of personalization in various member contacts related to purchasing programs and products. Completed gathering raw data of e-mails sent and will begin to analyze the response rates from highest and lowest performing e-mail requests by audience size, subject matter heading, and type of request.
• Initiated development of guidelines for creating ASHA programs, products, and services that are market/data driven.

Increase Knowledge and Internal Communications

• Purchased a search engine that will improve accessibility of information on ASHA's Web site.
• Reviewed Web site content to increase and improve information and ensure that it is timely, useful, accurate, and on point.
• Created and helped develop 11 new team Web sites/service centers and 10 new project sites to provide information for members and staff.
• Developed sites on ASHAnet to increase staff involvement and interest in the intranet.

Improve Technology and Infrastructure

• Completed development and implementation or initiated development of netFORUM modules for staff usage related to Events, PAC, Certification Application Processing, Membership, Subscriptions, Ad Sales, Certification Maintenance, Continuing Education Registry, Continuing Education Provider Management, and ASHA Professional Development Provider Management.

Strengthen Strategic Relationships

• Awarded grants to eight states in the amount of $42,500 for work on personnel issues.
• Collaborated with CAPCSD to convene an ASHA and CAPCSD Joint Committee on the PhD Shortage in higher education and developed a strategic plan to be implemented in 2009.
• Implemented a state liaison program to enhance communication with state associations and assist in advocating for state-level policies that will enhance the provision of programs and services.

Planning for March 2009 Advisory Council Meetings

ASHA's Bylaws require that the Audiology and Speech-Language Pathology Advisory Councils identify and discuss issues of concern to members and provide advice to the Board of Directors. On March 20–22 the SLP and Audiology advisory councils will meet (in separate sessions and a joint session) at the National office. Members of the Board Nancy Alarcon, Chair of the Speech-Language Pathology Advisory Council, and George Purvis, Chair of the Audiology Advisory Council, led the Board in a discussion about specific topics where the Board would like feedback and advice from the councils. These topics will be further refined and then communicated to both Councils at their meetings in March.

Property Update Review

10801 Rockville Pike: As reported in previous board meetings, Centex, the national home builder that was to buy the Rockville Pike property, withdrew from its contract with ASHA. By virtue of its withdrawal, Centex forfeited to ASHA a $4 million deposit as well as studies and engineering drawings of the Rockville Pike property that are valued at nearly $1 million. The site plan for the ASHA property has been approved by Montgomery County and can be used by another property developer to build on the property without having to go through the lengthy and costly approval process. Because of the tremendous uncertainty in the economy, the real estate market remains volatile, but we continue to have a number of qualified buyers expressing interest in the property and are moving forward with negotiations.

Identification of Key Trends Related to ASHA

The Board reviewed 50 global trends that might have an impact on the professions and ASHA. These trends were identified by the American Society of Association Executives and the Center for Association Leadership as part of an environmental scan, and were categorized into five areas: socio-demographic, technology, economic, environmental, and political. The Board identified trends that would have the greatest impact on the Association in the future. Some of these include (a) changing patterns of U.S. citizen income, wealth, and savings; (b) redefining work–life balance; (c) impact of the Internet in transforming governance and business; (d) the social media explosion creating new approaches for engagement, communication, publishing, and marketing; (e) Baby Boomer retirement and un-retirement and talent shortages; (f) increasing political and economic diversity in the U.S. population; and (g) education falling behind employers' expectations. These trends will be discussed throughout the year and the Board will also involve the Advisory Councils and other stakeholders in evaluating the potential impact and our response to these trends.

Global Principles of Socially Responsible Associations and Nonprofits

In 2008, the American Society of Association Executives (ASAE) & The Center for Association Leadership developed a voluntary set of "Global Principles for Associations in Social Responsibility." The principles are not a code of conduct, but are meant to inspire activities and actions and constitute an ethical platform against which positive organizational change can and should occur. The Board voted to sign on in support of the principles.

Discussion of Legal Considerations

Attorney Ben Barkley, a representative from ASHA's legal firm, reviewed the legal rights and responsibilities of Board members. ASHA annually reviews these responsibilities with the full Board. The Board asked a number of questions for clarification to make sure they understood all the legal requirements of serving on the ASHA Board.

Budget Review

The 2008 fiscal year books have not yet closed, but preliminary results are that we will close the year with positive net income from operations. The Board was reminded that income in excess of expenses goes to the association's net assets. It is not used for any subsequent years' operations.

The Board approved the 2009 budget at the end of last year and though it is too early in the year to make judgments about 2009 performance, dues renewals are running ahead of last year. However, the Board and staff are acutely aware of the current economic downturn and are monitoring the situation closely. To help the Board better understand the economic issues facing members, an online survey was sent to all Advisory Council members in February. The results of that survey will help the Board develop future budgets and will be used as the basis for further discussions of economic issues at the Advisory Council meetings in March.

Discussion of SLP-Assistants Report

The ASHA Board engaged in further discussion of the SLPA Ad Hoc Committee Report, which was submitted to the Board last year. The report presented seven recommendations and the Board made decisions regarding each of the seven recommendations. The Board will provide specific feedback to the committee regarding current plans and future actions in response to the report's recommendations within the next few weeks. A plan for communications with the membership at large is forthcoming.

BOD Visits to State Association Conventions

At a previous meeting, Board members engaged in discussions of how best to connect with members and achieve goals related to the Member Experience within the Strategic Pathway. This discussion focused on discussing additional ways to increase the effectiveness of Board members' participation at state meetings.