In a previous blog post, I wrote about the work that we did with the American Society of Anesthesiologists (ASA) around membership recruitment and retention. The primary audience for our efforts was one that associations can easily overlook: former members. While there likely was a reason why members decided not to renew their membership, there also was a reason that compelled them to join in the first place. Because of that, reaching out to these former members and asking them to return to the organization can have a stronger impact than simply making a pitch to a new list of prospects.
ASA’s recruitment success was featured in a March 2012 story that appeared in FORUM Magazine. To read the story, click here.