#21: Unlocking the Power of Value Propositions for Associations with David Murillo of Compass Management

Understanding your association’s value proposition is key to showing up effectively for members—because every membership sector has unique needs. This insight is especially critical today, as members are more discerning about where they invest their dollars, expecting clear returns on their membership.

Today, we’re joined by David Murillo, President and CEO of Compass Management Solutions, and an association executive with over 20 years of experience. David specializes in governance and strategic guidance for Boards of Directors and brings a wealth of knowledge to the table.

Together, we discuss essential leadership qualities like self- awareness and empathy and how they can affect decision making. Plus, David explains how associations can navigate challenges and seize opportunities, from changes in tech to diversity and inclusion initiatives. 

You’ll Learn:

• The importance of staying true to core values during times of change.
• How to break free from recycled yearly planning and create forward-looking strategies.
• Why cultivating self-awareness is a must for today’s leaders.
• How empathy can be used to build lasting trust in a team.
• How to align an association’s value proposition with mission-driven strategies.

About the guest:

With over 20 years of experience, David Murillo is a highly respected association executive specializing in governance and strategic guidance for Boards of Directors. His career began in membership roles, including serving as the membership executive for the American Council of Engineering Companies and the California Restaurant Association. As President and Chief Mission Officer of The Core Management Company, he managed business operations and served as Executive Director for diverse associations. Now leading Compass Management Solutions, David continues to guide organizations of all sizes and industries. A dedicated leader, he served on the California Society of Association Executives (CalSAE) Board from 2016-2023, including as Chair from 2020-2021, and is active on ASAE’s CAE Exam Committee and the CSU Sacramento Alumni Association Board. Recognized as a 2024-2026 ASAE Diversity Executive Leadership Program Scholar and CalSAE’s 2018-2019 Executive of the Year, David’s contributions to the association field continue to inspire.

Resources:

Recommended reading: The Four Agreements

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