Driving Institutional Membership through Research, Strategy and Support

Driving Institutional Membership through Research, Strategy and Support
Association of Governing Boards logo on a purple background


The Association of Governing Boards of Universities and Colleges (AGB) is an organization with a $10M budget and approximately 1,200 college and university members. McKinley has worked with AGB on several projects and in 2010 developed a membership action plan to bring greater strategy and integration to AGB’s outreach efforts. Part of McKinley’s work included developing collateral materials and messages to target three specific AGB audiences: current members, prospective members, and foundation members / prospects. Our engagement also included day-to-day marketing and membership support of the tactics outlined in the action plan, which produced very strong results. For example, McKinley worked with AGB to create flagship brochures for each of the three audiences.


The brochures generated unprecedented interest and resulted in a record month for new member recruitment. AGB received numerous inquiries that they attributed to the brochures developed by McKinley. In our last year working with AGB, they had a record year with a net gain of 22 new, institutional members.