Background
A long-established professional association operating within a highly regulated and often stigmatized industry was facing a period of sustained difficulty. The organization had been grappling with declining board engagement, reduced member participation, financial instability, and outdated operational processes.
A significant barrier to progress had been the influence of a long-serving leader who was resistant to innovation and change, despite clear evidence that existing strategies were no longer effective. This resistance created a bottleneck that hindered the organization’s ability to adapt and thrive.
A significant barrier to progress had been the influence of a long-serving leader who was resistant to innovation and change, despite clear evidence that existing strategies were no longer effective. This resistance created a bottleneck that hindered the organization’s ability to adapt and thrive.
Following a leadership transition, the remaining board members seized the opportunity to re-evaluate their strategic direction. Recognizing the urgent need for revitalization, the Board made a decisive change in executive leadership—appointing a new leader equipped to navigate the challenges ahead.
To support this transformation, AMS facilitated a strategic membership session with the Board. Through this process, the team quickly identified key obstacles to growth: inefficient recruitment and onboarding processes, and increased industry consolidation that limited the pool of potential members.
With a renewed focus and a clear strategic plan, the association began implementing solutions to remove these barriers. As a result, the organization has taken meaningful steps toward rebuilding its membership base, strengthening financial stability, and re-establishing its relevance within the industry.
The Challenges
The association faced:
- Decreasing membership and board participation
- Lack of clarity on why potential members weren’t joining
- Inefficient, labor-intensive approval and reporting processes
- Limited representation from key segments of the industry
- Low engagement in programs and volunteer committees
The Solution
1. Set Clear Goals
AMS collaborated with leadership to define key outcomes:
- Broaden industry representation on the board
- Increase member participation and attract subject matter experts
- Lower barriers to entry (cost and complexity)
- Streamline the application and approval process
- Create long-term organizational stability
2. Gather Insight
- Conducted one-on-one outreach to current, former, and prospective members
- Interviewed subject matter experts to understand motivators
- Researched comparable organizations and pricing models
- Audited internal procedures and approval steps
3. Rebuild Membership Structure
- Eliminated outdated “metal tier” categories (e.g., Gold, Silver)
- Designed new, mission-aligned categories by industry segment
- Focused on what members valued most, and simplified benefits accordingly
4. Communicate Strategically
- Rolled out the new structure in phases
- Delivered updates across multiple platforms to ensure clarity and buy-in
5. Update Governance
- Revised policies, bylaws, and procedures to reflect modern needs
- Removed outdated rules that hindered accessibility or growth
6. Streamline the Process
- Consolidated membership forms and payment into a single platform
- Replaced unused manually prepared custom reports with a dashboard of dynamically generated reports of key indicators
- Automated approvals and notifications, cutting down on staff time
The Outcome
- Active board and committee participation grew by 50%, with greater industry diversity
- Membership engagement significantly increased, especially in underrepresented verticals
- Bylaws and policies were aligned with strategic goals rather than legacy processes
- The new system enabled 24/7 online applications and payments, reducing staff time and delays
- The organization began tracking engagement and financial performance quarterly
- Membership structure now supports long-term inclusion and stability
Key Takeaways & Recommendations
1. Don’t wait to adapt. Address early signs of decline with swift evaluation and response.
2. Ask the right questions—constantly.
a. Survey members, reach out to non-renewing members, and gather honest feedback from prospective members.
3. Challenge legacy systems. Don’t let outdated policies or politics hold your organization back.
4. Find a change champion. A supportive board member or leader can help build momentum.
5. Make continuous improvements. Small, consistent updates are easier to manage and often lead to better long-term results.
