NEWS AND VIEWS: UMANA membership at all-time high as society is modernized, revitalized (02/15/04)

NEWS AND VIEWS

UMANA membership at all-time high as society is modernized, revitalized

by George Hrycelak, M.D.

CHICAGO - Active membership in the Ukrainian Medical Association of North America (UMANA) hit an all-time high in 2003, fueled by a growing body of health care professionals in the United States and Canada.

In 1996, UMANA began restructuring the association's approach to member recruitment and retention. UMANA presidents Tymish Trusewych, D.O., (1996-7), Maria Hrycelak, M.D. (1998-1999), Roman Goy, M.D. (2000-2001), and Ihor Voyevidka, M.D. (2002-2003), worked diligently to modernize and streamline the activity of the 54-year-old association, bringing it in line with peer organizations on the national level of both the U.S. and Canada.

"Obviously, we are pleased with the membership growth," commented current president, Bohdan Iwanetz, M.D. "We encourage other Ukrainian American organizations with symptoms of 'membership malaise' to consider our experience."

As of December 31, 2003, UMANA active membership in all categories stands at 451 individuals, eclipsing the previous total of 440 set nearly a decade ago, and reversing a recent four-year downward trend. New member applications have averaged 25 to 30 per year for the last several years. This trend replaces losses due to natural attrition, and presents a firm foundation for future growth and development. The majority of new applicants are in the younger age group (25-40).

Modernization revitalizes UMANA

Many Ukrainian American professional organizations that trace their origins to the middle of the 20th century find themselves mired in a comfortable but stagnant complacency. Five decades bring tremendous changes in social outlook and technology. Generations of leaders change far less often, sometimes leading to listlessness and an inertia of organizational ideas. New recruits find it difficult to evolve in this milieu, leading to a drop-off in new members and eventual ossification.

UMANA leaders, in a bid to forestall organizational decline, proactively instituted resuscitative measures that, so far, seem to have prevented the onset of "membership malaise."

Contrary to popular belief, membership malaise need not be an inevitable condition. Successful therapy depends on identifying the condition, and applying accepted and proven treatments to the organization in question. A modest but firm application of sound business practices can suffice to reverse the weakness and return the group to robust operation. Implementation of a professional attitude toward operations does wonders in improving members' self-image, adding a needed veneer of respectability in public relations.

UMANA leaders adopted five basic measures to increase active member interest and participation on the local as well as national levels. Fiscal transparency, inclusivity, communication, technology, and dedicated management appear to be the methods providing personal fulfillment to UMANA members.

Fiscal transparency

Professional groups suffer greatly in the absence of open and clear accounting in all financial dealings. Rumors arise spontaneously, and ill will begins to permeate deliberations. Members feel disenfranchised, stifling innovation and leading to gridlock.

To counter these influences, an association shows respect toward its members and empowers them by sharing information on all financial dealings, and clearly accounting for the management of funds collected from their dues or donations. This includes the sometimes painful process of forming an annual budget, which serves as a reasoned, guiding template for use of organizational funds. The process of constituting a budget every year forces an often reluctant public review and projection of past and future fiscal activity, resulting in an ordered strategic plan of action. For the last eight years, UMANA has implemented this approach.

Inclusivity

A professional association grows by expanding its member base. UMANA originally included only licensed physicians and dentists. This policy overlooked a growing pool of talented affiliated health care professionals completing training in the United States and Canada. In addition, newly arrived medical professionals from Ukraine presented a wealth of experienced individuals, awkwardly excluded while undergoing the certification process.

UMANA amended its by-laws to welcome practitioners in associated health care fields such as Ph.D.'s, pharmacists, medical administrators, trained but re-certifying physicians and registered nurses. Dues levels in some membership categories were lowered or eliminated to maintain fairness while addressing the reality of disparate incomes. The result has been a surge of new applicants, as well as reanimation of previously dormant members. Surprisingly, cases of "degree envy" have not materialized.

Communication

Frequent and useful communication between elected officers and constituents not only informs, but also conveys a sense of "ownership" on behalf of the members. It also serves as a stimulus encouraging creativity and cohesiveness within the UMANA team.

Recognizing this need, in 1996 UMANA recruited Dr. Adrian Baranetsky, then publisher of the local New York Metro newsletter, to enhance and expand that product. The resulting UMANA News newsletter is radical for two reasons: it is published in English, and is mailed to nearly 1,000 names in the UMANA database, regardless of payment status. Today, this newsletter is perhaps the most eagerly awaited UMANA publication, serving as a source of news and publicity for the entire gamut of UMANA activity in North America.

Concurrently, the Ukrainian-language medical journal published since 1954, Likarskyj Viskynk, or Journal of the UMANA (JUMANA), underwent subtle streamlining under the capable leadership of Dr. Paul Dzul. Printing and publication were transferred to Ukraine, while editorial control remained in the U.S. The editorial board began a series of translations of seminal articles from prestigious English-language medical journals into Ukrainian. All paid members of UMANA receive the journal, which is also distributed widely among medical universities and colleagues in Ukraine. Strengthening its commitment to communication, UMANA named Roman Worobec, Ph.D., as the new dynamic editor-in-chief of JUMANA in 2003.

To communicate beyond the written word, UMANA maintains a policy of holding quarterly board of directors meetings in various cities where it has chapters. All local chapter officers and members are welcome. Participation is exemplary, with chapter members able to interact with the board members on a personal level, and see firsthand the operations of the national office.

Meetings have been held in Philadelphia, Detroit, New York, Toronto, San Francisco, Sarasota and Baltimore. It is important to note that all travel costs are borne by the board members personally, and no UMANA funds are used to pay for these trips.

Local chapter activity naturally grows and evolves in such an environment. The New York Metro Chapter, for example, under the leadership of President Alexandra Kushnir, M.D., and Special Events Chairman Ihor Magun, M.D., has embarked on an active local public medical lecture series incorporating a rapidly enlarging membership base.

Technology

An organization may conceivably function today using methods appropriate to a prior century, but at some point the weight of information will overwhelm even the most well-intentioned volunteers. Today e-mail allows for instant communication across borders as well as continents. The UMANA Internet site, www.umana.org, lets interested parties obtain needed information instantly. Copies of UMANA News and JUMANA are available online anytime for any interested reader.

Computerized databases support easy management of member demographics. An added benefit is easy generation of statistics and mass mailings. Voice mail and facsimile machines are so commonplace as to barely merit mention. Everyday use of these technological marvels allows a tight and rapid connection among far-flung members, with meaningful access being the desired result.

Dedicated management

The measures described above appear obvious in theory. The rub comes in the implementation. Who will answer daily telephone inquiries, return recorded messages, respond to an avalanche of mail (local and international), reach out to lapsed members, look at incoming faxes and e-mails (spam, too), send receipts for donations, collect the organization's documents and keep daily books? UMANA leaders responded to this challenge in early 2001 by creating a paid executive director position at the national office headquarters in Chicago. The last two administrations feel that the added staff expense is more than offset by the professional approach evident in the organization. Members have commented, "someone is there, somebody cares."

The trend continues

It is tempting to conclude that the recent turnaround in membership to record levels has been the result of the measures described above. UMANA feels this trend is not an aberration. A system appears in place that is tenable and reproducible. At the end of January 2004, the number of active members is well on the way to breaking the 2003 record, maintaining or exceeding the momentum of the last four years.

UMANA offers its members relevance and an opportunity to transform society. A dedicated group of elected volunteer officers, at the national and chapter levels, donate enormously both time and money to support UMANA. With the assistance of a focused executive director and associated board appointees, UMANA projects vigorous growth with opportunities for meaningful expansion far into the future.

For further information readers may call UMANA at 773-278-6262.

George Hrycelak, M.D., is executive director of the Ukrainian Medical Association of North America.

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