How Association Culture Shapes Success

How Association Culture Shapes Success

Association culture is no longer just a backdrop but a defining factor in how associations perform, from staff retention and productivity to member engagement and satisfaction. As Sarah Sain reports in Associations Now, strong culture helps associations attract talent, reduce turnover, and empower teams to innovate. In contrast, poor culture can drain resources, increase recruitment costs, and weaken the institutional knowledge critical for member service.

Recognizing the stakes, Sain cites the American Association of Veterinary Medical Colleges (AAVMC), which made culture a strategic priority through its Culture Counts initiative. Inspired by David Friedman’s Culture by Design, the program emphasizes deliberate, measurable culture-building rather than relying on abstract values. Madison Chisolm, AAVMC’s associate director for marketing and communications, noted that staff engagement was key. All employees read the book, discussed its principles, and shaped how they applied them to the organization.

The result was a framework built around 16 principles in four categories: Integrity, Teamwork, Excellence, and Well-Being. Importantly, these are not symbolic gestures. The AAVMC integrates these principles into its operations. A standout example was the association’s first Well-Being Day, when staff received both a day off and a stipend to support personal wellness in ways meaningful to them. Staff later shared experiences, deepening trust and connection.

As Sain highlights, AAVMC’s approach shows that culture cannot be left to chance. For association executives, the lesson is clear: intentional culture-building drives both staff satisfaction and member value. By investing in authentic well-being and trust, associations strengthen their workforce and deliver on their missions more effectively.