Should an Association Leader Be a Subject Matter Expert or a Nonprofit Executive?

One challenge a nonprofit search committee might face when conducting a search for a new association leader is toward which of two distinctly different candidates they should lean. One might be an expert in their specific mission, subject matter, or field (ex. a medical background in a medical-related association). Another might have the broader skills of leading and managing an association without as much knowledge of the organization’s specific industry.

Both candidates have key strengths, but which is the right one for the organization? The search committee might be stuck at a crossroads – Subject Matter Expert (SME) vs. Certified Association Executive (CAE). Of course, it’s ideal to find someone who is adept in both areas, but usually the Board must prioritize which skill set is more important for their unique situation when it comes to evaluating applicants for a key leadership role.

This dilemma can be a real challenge and can stymie the work of the search committee and thus the future of an organization. Both types of candidates can be equally impressive and match up nicely with the specific criteria the search committee has outlined for the position. Both have key strengths to offer including:

Subject Matter Expert

• Has key knowledge of future industry trends
• Has a rich knowledge of the history and culture surrounding the work of the organization
• Has established and maintained strategic relationships that could positively influence the success of the organization

Certified Association Executive

• Has verified knowledge, skills, and abilities to effectively manage the organization
• Has quick access to leading management trends and leadership experience to help steer the organization
• Commits to continuous learning and skill development and adheres to an established set of values and ethics for CAE professionals, which can help protect the integrity of the association

The burden will fall on the search committee to discern which of the two types of candidates will be the “ideal fit” and can help guide the organization into the future. Ultimately, there is no absolute right or wrong way for search committees to answer the SME vs. CAE dilemma. Yet there are key actions the search committee can take to ensure the best possible decision is made.

For example, high performing search committees will spend the necessary time and energy to have deep conversations about the attributes needed to effectively lead the organization now and in the future. They will clearly outline the characteristics, traits, skills, and experiences that they seek in their next leader. Then they will skillfully interview each candidate to determine which, at this particular time in the arc of the organization, best matches their criteria in order to make the best decision possible.

Based on who is hired for the role, there are often opportunities to fill in any knowledge gaps and enhance the new leader’s success. If a subject matter expert is selected, there can be ways to support the broader operational duties of leading an association by hiring a talented COO, for example. If an experienced association executive is selected, additional subject-matter expertise could be found within the Board or membership levels.

There’s no magic answer as to whether the SME or the CAE will always be the right choice. However, with proper planning and thoughtful consideration, the search committee will make the right decision. The most important factor in ensuring a successful search process is having some degree of alignment or consensus around the skills needed to be effective in the role, and then making a steadfast commitment to support the new leader’s success once that individual is hired.

At The Moran Company, we understand the critical decisions faced by search committees when hiring their next Executive Director. Our recruiters are highly experienced and can skillfully help search committees navigate the challenges and opportunities that accompany each search to hire the right leader. Contact us today to learn more with a free 30-minute consultation for your association or nonprofit organization.

By Jon Rosell, Ph.D.
Senior Search Consultant
The Moran Company
“We Find Great Nonprofit Leaders”