Must-Have Strategies for Membership Growth

The crises of the past year challenged associations, but some are turning those challenges into opportunities. From renewed focus to the launch of 'must-have' member benefits and team-building strategies, learn how five associations are managing change and keeping their members engaged.

60 minutes. 5 associations.

Strategies to Increase Member Value

Rhette Baugman, Chief Revenue Officer, National Speakers Association
Deborah Snyder, National Vice President of Membership, National Association of Women Business Owners

The pandemic hit small women-owned businesses especially hard, and completely wiped out the event market that professional speakers had previously relied on for income. Representing individuals who were struggling to keep the doors of their businesses open, NSA and NAWBO expanded their member benefit offerings and doubled-down on member communication and outreach efforts. These support efforts positively influenced member engagement and drove member value and return on investment to new heights. Discover how they did it and which initiatives yielded the best results.

Strategies to Engage Staff, Build Community

Mike Moss, President, Society of College and University Planning

When the pandemic began, Mike Moss decided membership growth would become the association's legacy. Under his leadership, tough conversations about what to flip, cancel, or push occured. Dashboards were created, and sprint teams were launched, as well as new member benefits and wellness checks with staff. Mike devised a strategy which simultaneously kept the association's staff and membership community engaged. Learn how he transitioned SCUP from being an association facing significant losses to being an association making significant impact.

Strategies to Position for Growth

Katie McBreen, Vice President of Communications and Strategy, Consumer Brands Association
Kevin Mayeux, CEO, National Association of Insurance and Financial Advisors

In 2020, two associations, each founded over 110 years ago, repositioned their brands and missions to respond to market shifts and position their organizations for growth. The CBA, formerly known as the Grocery Manufacturers Association, rebranded with the promise to provide the CPG industry a platform and results unlike anything it has previously experienced. NAIFA developed its 2025 Strategic Plan in collaboration with members and industry leaders. The plan focuses on expansion via brand amplification, membership growth, and member experiences. Glean valuable insights from these associations investing in large-scale, member-centric change initiatives.