A renewal records who stayed. It doesn’t record who would choose you again. Only 12% of associations call their value proposition very compelling. Sequence Consulting’s 2027 Association Trends Report lays out six imperatives for closing that gap.
A strong member value proposition makes the case for membership clear, relevant, and compelling. This article explains how associations can define the value members actually recognize, need, and are willing to support. Use it to sharpen messaging, strengthen engagement, and connect membership strategy to what matters most.
Raising membership dues is not just a pricing decision. This article explains how associations can evaluate, communicate, and implement dues increases without damaging member trust. Use it to align pricing with value, revenue needs, and a stronger long-term membership strategy.
Membership dues are more than a price point. They signal the value your association promises to deliver. This guide explains how to evaluate your dues structure, compare common pricing models, and align price with member expectations. Use it to determine whether your current approach supports retention, revenue, and long-term growth.
A strong association membership model should make joining, participating, and renewing feel natural. This article explains how to evaluate whether your structure, dues, benefits, and categories still fit the market. Use it to identify friction, modernize the model, and create clearer paths to growth.
Group membership can open the door to broader participation, stronger institutional relationships, and more predictable revenue. This article explains how associations can structure group membership so it expands access without weakening value. Use it to evaluate whether a team-based model could support growth, engagement, and long-term relevance.
Members no longer join associations simply for access. They expect career growth, real community, practical learning, and value that fits their individual needs. This article explores how member expectations are changing and what associations can do to keep pace. Use it to rethink programs, events, networking, and membership models around what today’s members actually value.
Adaptive strategy helps associations stay focused without becoming rigid. This article explains how leaders can make smarter choices when member needs, markets, and operating conditions keep shifting. Use it to replace static planning with a strategy that learns, adjusts, and keeps momentum.
A great consulting relationship depends on more than hiring the right expert. This article explains how association leaders can get stronger results by creating clear goals, open communication, and shared accountability. Use it to make the partnership more productive, focused, and valuable from start to finish.
Membership ROI is not just a number on a spreadsheet. It is the clearest test of whether members believe the association is worth their time, money, and attention. This article explains how to measure member value through practical ROI metrics. Use it to connect membership strategy, engagement, retention, and revenue to outcomes leaders can actually track.
Irresistible member value makes membership feel not just useful, but essential. This article explains how associations can design value around what members need, notice, and are willing to act on. Use it to move beyond a long list of benefits and create a membership experience that is harder to ignore.
A strong membership offer makes the value of joining feel clear, relevant, and hard to ignore. This article explains how associations can sharpen their offer by connecting audience needs, benefits, pricing, and messaging. Use it to move beyond listing benefits and build a more compelling case for membership.
Younger members are not waiting for associations to catch up. They expect flexible value, digital access, career development, and a community that feels relevant now. This article explains how associations can attract the next generation through stronger learning, technology, and membership options. Use it to rethink recruitment around what younger professionals actually need to join, engage, and stay.
Lapsed members are not always lost members. This article explains how associations can win back former members by understanding why they left, rebuilding relevance, and making the return feel worthwhile. Use it to create a smarter reactivation strategy that strengthens both retention and growth.
Member segmentation only works when it helps you understand what different members need and how they are likely to act. This article explains why career-stage segmentation often falls short and how interest, behavior, and engagement data can reveal more useful patterns. Use it to build smarter acquisition, engagement, and retention strategies around the differences that actually matter.
Members rarely fail to renew for just one reason. This article explains how associations can diagnose the deeper causes of attrition, from weak value signals to poor engagement and misaligned expectations. Use it to strengthen retention by addressing the patterns that quietly push members away.
Discover the unique strengths of associations and why they don’t need to be unicorns in the organizational world. Learn about the Triple Bottom Line Advantage and the power of distributed leadership.
AI will matter most when associations use it to solve real strategic problems, not just experiment with new tools. This article explains how association leaders can apply AI to improve member value, operations, engagement, and decision-making. Use it to move from scattered experimentation to a smarter, more practical AI strategy
The associations that are growing right now are the ones that have realized they’re facilitating a sense of community and active engagement, not just selling memberships.
The associations that are growing right now are the ones that have realized they’re facilitating a sense of community and active engagement, not just selling memberships.
Member engagement should not begin only after participation drops. The strongest associations anticipate member needs before silence turns into attrition. This article explains how proactive engagement helps associations identify risk, strengthen value, and deepen relationships. Use it to move from reactive outreach to a more intentional system for member connection and retention.
The future of association leadership will belong to leaders who can balance mission, member value, revenue, and change. This article explains how executives can think more strategically about relevance, growth, and organizational resilience. Use it to sharpen leadership focus for an environment where standing still is the riskiest move.
Strong association leadership is less about preserving what exists and more about making better choices about what comes next. This article explains the practices that help leaders clarify priorities, strengthen member value, and guide organizations through change. Use it to focus leadership attention on the decisions that drive growth, relevance, and long-term impact.
Future-proofing starts when associations use success as a launchpad, not a reason to coast. This article explains how leaders can invest wisely, avoid complacency, and prepare for shifting member expectations. Use it to strengthen resilience before momentum fades or market conditions change.
Relevance is not something associations can assume; it has to be earned again and again. This article explains how smart associations stay close to changing member needs, market shifts, and emerging opportunities. Use it to keep strategy, value, and engagement aligned with what members need now.
Long-term strategy cannot be a static plan that gathers dust. It has to help leaders make better choices as conditions change. This article explains how associations can build strategy around focus, adaptability, and sustained member value. Use it to move beyond rigid planning cycles and create a clearer path for long-term growth.
Associations matter because they help people and organizations do more together than they could alone. This article explains how associations advance professions, industries, communities, and public trust through shared purpose and collective action. Use it to clarify the enduring value of associations in a world where connection, credibility, and coordinated leadership matter more than ever.
Association leadership is different because mission, members, governance, and revenue all have to move together. This article explains why leading an association requires a different set of instincts than leading a traditional company. Use it to clarify the unique pressures association executives face and the leadership choices that build trust, relevance, and long-term impact.
Member engagement and retention are inseparable because members stay when value becomes visible through repeated, meaningful experiences. This article explains how associations can strengthen retention by understanding what drives participation, connection, and commitment. Use it to build an engagement strategy that makes renewal feel like the natural next step.
Membership marketing breakthroughs happen when associations move from broad promotion to sharper targeting, stronger messaging, and more intentional follow-up. This article explains five practical ways to improve recruitment, reactivation, segmentation, email, and digital advertising. Use it to turn membership marketing into a more focused growth system.
Nonmember customers can reveal growth opportunities that traditional membership strategy often misses. This article explains how associations can understand, engage, and convert people who already buy, attend, or participate without joining. Use it to turn nonmember relationships into a smarter path for membership growth, revenue, and long-term value.
Associations are different from corporations because they are built around shared purpose, not just financial return. This article explains why associations create value through trust, community, standards, advocacy, and collective progress. Use it to clarify the distinctive role associations play in helping people and industries move forward together.
The membership of the future will be more flexible, personalized, and connected to the outcomes members value most. This article explains how associations can evolve their models, benefits, and engagement strategies for changing expectations. Use it to prepare membership for a market where relevance, choice, and clear value will matter more than tradition.
The AMA doubled its membership growth rate after partnering with Sequence. See the behavior-based segmentation and storytelling strategy that turned physician apathy into record membership.
The AMA was reaching just 1% of employed physicians — because the membership model was built for a world that no longer existed. See how a new health system model drove record total membership.
AARP understood the 50+ consumer better than any organization on earth — and brands were failing to reach that audience. See how they turned that expertise into a $43 million marketing agency in three years.
SAE had an asset no competitor could replicate. See how they built a new business around it and grew non-dues revenue tenfold in three years.
The Executives’ Club of Chicago doubled membership in three years. See the innovative engagement strategy we developed to restructure their model and reframe their value proposition.
ACR grew membership 50% in three years by rebuilding its model around how rheumatology is actually practiced — as a team. See how that shift nearly tripled interprofessional membership.
APA’s strategic plan passed with 98% of the vote — then drove 25% membership and revenue growth through COVID. See how the process made the difference, not just the plan.
The ADA had lost half its members over five years with no sign the decline was slowing. See how a rebuilt value proposition, new international strategy, and a retention overhaul stopped the fall and reversed the trajectory.
The American Lung Association had 2.3 million lapsed donors sitting untouched in its CRM. See how a segmented winback campaign and a new welcome stream reactivated 300,000 of them and grew the active file 50%.
ASHP wasn’t in crisis — but the signals were there. See how a proactive 10-point membership strategy addressed rising churn and structural vulnerabilities before they became problems that were harder to solve.
IHLA’s board and dues model were holding the organization back. See how a top-to-bottom restructuring unlocked new membership tiers, fairer pricing, and stronger partner revenue.
A pharmaceutical trade association had the relationships, the CRM, and the targets. What it was missing was the process. See how a structured recruitment system delivered three times the membership goal.