Achieving Sustainable Membership Growth and Increased Retention

Achieving Sustainable Membership Growth and Increased Retention
National Association of Social Workers logo on a green background

Share:

The National Association of Social Workers (NASW) is the largest national association of social workers and its wholly-owned subsidiary, NASW Assurance Services, Inc. (ASI) is responsible for securing high-quality insurance, financial and other programs for social workers. NASW’s membership is comprised of approximately 141,000 social workers; however, there are 300,000 licensed social workers in the U.S. and the U.S. Bureau of Labor Statistics lists over 600,000 social workers. While NASW continues to successfully attract new members each year, retention rates have been declining since 2005, resulting in an overall decrease in membership.

NASW hired McKinley to facilitate change management, collect and apply market input and develop and deliver a segmentation strategy and a strategic membership marketing and engagement plan. McKinley has also provided production support for NASW’s acquisition and lapsed member campaigns.

VALUE TO CLIENT:

McKinley was able to create an immediate impact as we implemented process innovations and began to develop the strategic membership marketing and engagement plan. Today we are working to re-imagine how new members interact with NASW and to leverage social media channels to uncover new prospective members. McKinley continues to work with NASW as part of a multi-year contract.