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"Right-Sizing" Your Membership: Growing Your Association the Smart Way
Original Program Date :
Length: 50 Minutes
Membership growth is one of the biggest challenges facing association leaders. Increasingly, leaders want to learn how to close the value gap to drive member retention and growth. However, research frequently shows that associations are not built to handle the volume of growth that they are striving to achieve. Attendees will learn how to grow through “right-sizing” their membership: identifying ’good fit” and “bad fit” members and targeting strategies at the former, not the latter.
Educational Objectives and/or Takeaways:
- Examine scenarios where it is cheaper to retain current members than acquire new.
- Explain how you can identify prospective members who are “good fits” and “bad fits” for your growth strategy.
- Discuss the difference between members and customers, recognizing that there are benefits to engaging both.
Matt Braun, Vice President, Client Services, Loyalty Research Center
As Vice President of Client Services, Matt is involved in the sales, development, and execution of research programs which have enhanced stakeholder relationships with corporate, non-profit, and membership-based organizations in a variety of industries, revenue categories, and geographic scope (local, state, regional, national, international). He was appointed LRC’s Associations Practice Leader in 2010. Since then, he has provided thought leadership through publication content and speaking engagements with the Indiana Society of Association Executives (ISAE), American Association of Medical Society Executives (AAMSE), American Society of Association Executives (ASAE), and the Council of Manufacturing Associations (CMA). His role includes expertise in qualitative research design and execution, quantitative research design, implementation, analysis across all methodologies, and research deployment with a variety of staff sizes and membership models. Matt received his B.S. in Marketing from Butler University and received his Certification in Market Research through the University of Georgia and its partnership with Marketing Research Institute International (MRII).
Stephanie Mercado, CAE, CEO and Executive Director, National Association for Healthcare Quality
As ED/CEO for the National Association for Healthcare Quality (NAHQ), Stephanie is responsible for strategy, operations and governance. Stephanie is seasoned CEO with more than 15 years of progressive leadership experience in non-profit healthcare membership organizations. She possesses deep knowledge about healthcare issues both on the front lines of healthcare and with executive administration. Stephanie thrives when supporting organizations that because of environmental shifts or organizational evolution, want to pivot to drive rapid advancement of their mission and business. Stephanie exhibits energy and vision and is skilled at leveraging human potential to deliver impressive results, including growing NAHQ’s certification and membership business both by ~50% in 4 years, and nearly doubling revenue in that same time. Stephanie adds speaking and writing engagements to her calendar frequently and is regularly recognized by industry leaders as a progressive non-profit executive who is setting the bar for what thriving healthcare membership organizations look like in today’s environment.
