The Challenge
Following the conclusion of a major national initiative, membership and annual meeting participation were no longer sustainable under the organization’s existing model. A new strategy was needed to grow membership, strengthen retention, and redefine the organization’s value to industry partners.
What We Did
Built a national member-driven growth strategy, created a personalized engagement and retention approach, repositioned vendors as educational partners, and redesigned the value proposition surrounding membership and the annual meeting.
The Outcome
Increased total membership by 32%, grew new membership by 27%, and achieved 86% member retention while creating a stronger educational partnership model that expanded benefits and financial support for the organization.