Case Study:

A Foundation for Growing the Alexander Graham Bell Association for the Deaf and Hard of Hearing

AG Bell retained McKinley to assess and update its membership structure to ensure that members’ expectations around local programming, content and support were being met. As with many organizations, AG Bell’s Chapters were independent entities with no reciprocal membership or dues sharing agreement with National. Since AG Bell and its chapters effectively competed for members’ dues dollars, time and attention, the organization began searching for ways to empower Chapters and improve the value offered to members, while protecting its current and future viability. Over several months, McKinley and AG Bell created, assessed and tested various scenarios for a revised membership structure. The project resulted in a dual membership structure, which has increased both Chapter and National membership levels and logically redistributed revenues and responsibilities for programs and services between National and Chapters. The positive impacts on AG Bell include one, larger organization to support and represent the field, consistent branding, streamlined communications and more powerful benefits that respond to expressed member needs.