By Denman Wall
Linda Ferm, CAE
CEO, Ferm Strategies
When you meet Linda Ferm, CAE, President of Ferm Board Strategies, you meet an association management rock star! I first met Linda about 14 years ago when I became the Technology Committee vice chair. And, I discovered pretty quickly that I made a trusted friend for life. We worked together to help create dynamite educational programs during the first couple of years, and then served on the NYSAE Board of Directors together some years later. However, our continued experiences working with NYSAE groups since those days is a testament to our comradery and kindred enthusiasm to provide top-notch programs to the association industry.
It’s true that relationship building is what NYSAE is all about and, like it is for many others, Linda is definitely someone that everybody should count as a friend.
Without further ado, meet Linda…
Denman Wall: Linda, I am so happy to be able to do this interview with you. Would you tell our readers a bit about what you do and how you began your career working with boards?
Linda: I work with non-profit boards of directors on strategic planning, board training, governance advancement, meeting facilitation, management issues and trouble-shooting.
I’ll take it back to when I left international publishing as an editor to work for a marketing firm. My idea was to bring in nonprofits and manage them from the start up. I had done a significant amount of volunteer work with nonprofits and became curious to learn more. As I managed the communication piece for several nonprofits at the firm, I became even more interested in learning everything about nonprofits—how they become nonprofits, who governs them, how they serve their constituencies, how their work impacts society. I learned as much as I could about nonprofit management and became executive director of nonprofits who came to the agency. I left the marketing firm and struck out on my own to handle the communications piece for nonprofits. One person asked me to meet with her board as they were having a problem with communications. I loved the work and this E.D. asked why I was not working with boards all the time. That jumpstarted me into board work, especially after 9/11 when so many boards were struggling. I took to the work and the boards took to me. I was sold and never looked back some sixty boards later.
Denman: Wow, 60 boards later! That’s quite an accomplishment. What would you say is your favorite thing about working with boards and in the association/non-profit community?
Linda: I love working with boards. I enjoy working with smart people committed to a cause, an industry, a profession and who give of their time toward ensuring an organization’s future.
I walk away from an assignment feeling good when I know I’ve helped steer the board in a better direction, improved communication between board members and between boards and staffs. If in some small way I have helped the organization move forward to accomplish its mission and become nimbler, there is nothing better than that. The association/non-profit world is a community of people who share, who count relationships high on the list, who nurture future leaders, who welcome people new to the industry, and who embrace emerging ideas.
Denman: Certainly, getting enjoyment out of our work is an awesome feeling. If you could share one or two tips on working with boards, what would they be?
Linda: Let me rephrase the question to offer a few tips toward effective board participation:
- Start your board thinking strategically, to see the big picture and avoid the weeds;
- Open the lines of communication internally between board members, laterally between boards and the chief executive, and outwardly toward the organization’s audiences; and
- Assist the board and fellow board members to discover they are the stewards of an organization’s future as well as the ambassadors of an organization’s present.
Denman: Those are great tips. Now then, as a New Yorker, what is unique about working and living in the Big Apple? What would you tell someone who is considering moving to New York to pursue a career?
Linda: I love working in New York City. I came here thinking I would stay for two years and then move on and settle into teaching. I never made it into teaching. For me New York has meant publishing and the nonprofit world. I feed off the energy, the pace, the diversity, the arts, and from meeting people from all parts of the U.S. and all parts of the world. I love the neighborhoods of the city and its history. I love being in conversation with people from different cultures and perspectives on life. I love the daily slice of life pulse and even the noise. I am a better person because of the people I encounter here and get to know.
If you decide to come to this city for education or to pursue a career, be open to experience all that is here, pursue interests outside of what you know you already like, dig deep and get to know the industry you are now part of, and remember all you have to fear is fear itself. Forge good relationships with new friends and industry colleagues.
Denman: Speaking of forging relationships with industry colleagues, what was your first experience with NYSAE and how did it reinforce your long membership in the organization?
Linda: My first experience was going to a luncheon in 1995 and also attending what was called the Communication Roundtable (a group of people in association/non-profit communications representing members of both NYSAE and ASAE). A client from the International Council of Shopping Centers invited me to attend both events! I was looking to earn my CAE and people said to join NYSAE. I first served on the Education Committee, eventually chaired that committee and the Awards Committee and then served on NYSAE’s Board of Directors. NYSAE education events became a training ground. Two people in my CAE study group became my kitchen cabinet when I established Ferm Strategies. Years later, we still connect once a month and share what’s happening in our careers. The people in NYSAE are approachable, collegial supporters. If you have a question about an issue within your organization, talk with a member. What I value most is longstanding relationships with people I can trust and who will trust you.
Denman: Now that NYSAE is celebrating its 100th Anniversary, what can NYSAE do to help the future workforce in our sector?
Linda: Let’s rejuvenate relationships with trade associations currently in NYC, Long Island and northern New Jersey. Let’s reach out to new and start up non-profits. The more organizations we bring in, the more opportunities NYSAE creates to become the source people come to for networking, finding a new job or advancing their career.
Offer educational and networking experiences for all ages: Younger professionals entering the nonprofit world (interest them); people looking to go the next level of experience (prepare them); and experienced professionals who want to be challenged to become leaders (position them to lead).
Prepare the future workforce in cutting edge and experimental leadership techniques, outreach focus, research trends, emerging technology and a new vision for membership and volunteer options.
Denman Wall is the Sr. Director of Interactive Services at Dolci Interactive and Editor of InView.