The National Association of County and City Health Officials (NACCHO) first retained McKinley for a strategic effectiveness project. The project, funded by the Robert Wood Johnson Foundation, included a comprehensive, 12-month assessment to identify ways to develop greater efficiency and effectiveness and capitalize on resources across the organization. The project revealed that NACCHO, while well-staffed and heavily resourced in the program areas through restricted funding, was under-supported in core infrastructure areas such as communications, membership, and marketing. McKinley created a vision for a more formal and robust department that would ensure a more member-centric organization and fully deliver on these core association functions.
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McKinley was then hired in a part-time, on-site basis as interim Associate Executive Director to realize the vision laid out in the initial project. McKinley’s work included optimizing NACCHO’s resources by helping to align staff, identifying areas for better internal coordination, and ensuring ongoing value to members and prospects. Based on McKinley’s recommendations, NACCHO developed a new senior level position in Membership and Marketing, realigned existing departments, and began to develop processes and procedures to leverage data and translate it into knowledge.
Recently, NACCHO again turned to McKinley to conduct a comprehensive assessment of its core communications initiatives to measure perceptions and satisfaction; evaluate the performance of key publications, tools and services; and uncover opportunities for improvement. The research component focused on measuring perceptions and evaluating efficacy and satisfaction for NACCHO’s website, e-newsletter and several publications. The assessment and research informed recommendations that NACCHO is now starting to implement to create a more targeted communications approach tailored to specific target audiences.