The Doctor Is In: How Sequence Helped the AMA Achieve Exponential Member Growth

Membership Growth
Reading Time: 4 minutes

The American Medical Association (AMA) was facing a crisis. Membership growth remained stagnant, starkly contrasting the booming medical field around it. This flatline threatened not just their financial stability but, more importantly, their ability to effectively advocate for physicians. The AMA, a pillar of the healthcare industry for over 170 years, was losing its relevance. 

New doctors weren’t joining, and existing members were questioning the value of their membership. The AMA’s voice, once a powerful force shaping healthcare policy and supporting physician needs, was muted. This decline threatened its ability to fulfill its mission of advocating for the medical profession.

The Diagnosis: A Disconnect Between Members and Value

The problem wasn’t a lack of value. The AMA has a long and distinguished history of fighting tirelessly for better patient care and doctor’s rights. They advocate for essential issues like fair physician compensation, improved working conditions, and advancements in medical research. However, their message wasn’t resonating with their target audience. Here’s a breakdown of the critical membership growth challenges they faced:

    • New Physician Disconnect: Younger doctors entering the field weren’t familiar with the AMA’s work. They may not have understood the organization’s history or the full range of benefits it offered, leading to a feeling of disconnect and a lack of incentive to join.
    • Questioning Value: Existing members, unaware of the AMA’s ongoing efforts, may have questioned the value proposition of their membership. Some doctors might have felt their dues weren’t justified without a clear understanding of the AMA’s impact on their daily practice.
    • Inward Focus: The AMA’s messaging might have inadvertently focused too much on itself rather than highlighting the tangible benefits it offered to doctors. This inward-looking approach failed to connect with physicians on a personal level and address their specific needs.

The Cure: A Physician-Centric "Digital Reboot"

That’s where Sequence came in. We partnered with Membership SVP Todd Unger, a dynamic change agent, to help the AMA to launch a “Digital Reboot,” a comprehensive strategy designed to reignite membership growth and address the core challenges identified in our research – a communication gap and lack of awareness. Our multifaceted approach included:

    • Understanding the Root Cause: We conducted in-depth research to pinpoint the specific reasons behind the AMA’s membership challenges, uncovering a need for greater visibility and a stronger connection to the day-to-day impact of physicians.

    • “Members Move Medicine” Campaign: At the heart of the strategy was this powerful campaign, placing doctors at the center stage and celebrating their work. It featured:

      • Compelling Narratives: We shared the inspiring stories of real doctors, highlighting the profound impact they have on patients and the healthcare system.
      • Powerful Visuals: Striking imagery was paired with these stories, further emphasizing the AMA’s role as a fierce ally and unwavering advocate for physicians.
      • Proof Points: Clear, concise statements highlighted the AMA’s often-underappreciated but vital contributions to advancing medicine.
    • Digital Activation: This campaign extended to the digital realm, with engaging content designed to draw physicians to the AMA website and facilitate seamless online enrollment.

    • Addressing Specific Challenges: The “Digital Reboot” wasn’t just about broad appeal. We developed targeted strategies to improve member retention and increase enrollment among younger physicians, ensuring long-term sustainability.

The Prescription for A Thriving Medical Association

The “Digital Reboot” strategy we implemented for the AMA yielded impressive membership growth results:

    • Membership Growth Tripled: Within just one year, the AMA saw a staggering 300% increase in membership.
    • Young Doctors on Board: The campaign effectively attracted the next generation of medical professionals, with a significant surge in young doctor enrollment.
    • Engagement Soared: Doctors became more involved, showcasing the effectiveness of the doctor-centric approach. Increased member interest and participation revitalized the AMA community.
    • Health System Success: The “Health System Membership” program became a major growth driver, offering valuable solutions for healthcare systems.
    • Award-Winning Campaign: The “Members Move Medicine” campaign resonated deeply, garnering critical acclaim and winning multiple awards in the marketing industry.

The AMA’s transformation was nothing short of remarkable. Doctors who previously felt disconnected now felt valued and understood. The AMA’s messaging resonated, and it was seen once again as a powerful advocate for physicians’ needs. This wasn’t just a short-term boost; it revitalized the AMA, ensuring it remains a vibrant force shaping the future of healthcare for years to come.

Takeaway for Membership Growth

This case study is more than just a story about tripling membership growth. It’s a powerful testament to the transformative impact of audience-centric strategies. By taking the time to understand the AMA’s core audience – physicians – and their evolving needs, we were able to craft a message that resonated deeply. Compelling narratives showcasing real doctors and the impact of their work fostered a sense of connection and value. Leveraging digital tools effectively allowed us to reach physicians where they are and translate that connection into action. 

Ultimately, by putting doctors at the forefront and demonstrating the AMA’s unwavering commitment to their success, we weren’t just securing the association’s future but reaffirming its vital role in shaping a healthier tomorrow. This case study serves as a blueprint for any organization seeking to reignite membership growth and strengthen its connection with its core audience.

To read more about how Sequence drives membership growth, please see: The Membership Multiplier: How Sequence Consulting Helped the Executives Club Double Down on Growth 

The Membership Multiplier: How Sequence Helped the Executives’ Club Double Down on Growth

Member Engagement Strategy
Reading Time: 4 minutes
Member Engagement Strategy

The Challenge: Stagnant Membership Growth

The Executives’ Club of Chicago (Exec Club), a historic business forum established in 1911, had long been a cornerstone for connecting Chicago’s leading executives. However,  the Club faced a critical challenge: stagnant membership growth. Over a decade without a member engagement strategy refresh had resulted in a steady decline in membership decline). This not only impacted revenue but also affected the overall atmosphere of the Club. Events lacked the vibrant energy of past years, and networking opportunities felt less dynamic.

Faced with declining membership, The Executives’ Club of Chicago partnered with Sequence Consulting to develop a revitalized member engagement strategy. Sequence’s “Way-to-Play℠” strategy involves collaborating with staff and board members to identify the Club’s “Right to Win” and develop an engagement strategy that addresses members’ unmet needs

Member Engagement Strategy Driven By Data

Dr. Margaret Mueller, a seasoned leader with a proven track record of innovation, was appointed CEO. She recognized the need for a strategic shift and initiated a comprehensive review of the Club’s offerings and target audience. Partnering with Energy BBDO, a Chicago advertising agency known for its bold and creative work, they embarked on a complete rebranding effort.

This wasn’t just about a new logo or tagline. The team conducted in-depth interviews with current and lapsed members and industry leaders outside the Club. They explored changing business landscapes, emerging leadership challenges, and the evolving needs of executives.

Under Sequence’s guidance, Dr. Margaret Mueller and the team re-evaluated the Club’s member engagement strategy, focusing on executives’ distinct needs and how the Club could uniquely address them. Sequence-facilitated workshops and member surveys to gather in-depth insights, leading to a clear understanding of what mattered most to current and potential members.

This resulted in a shift towards a more content-driven approach, with a focus on delivering high-quality resources and fostering peer-to-peer learning opportunities. The Club also revamped its membership model, offering tiered options that catered to the specific needs of corporations and individuals.

Understanding the "Why": Member Needs Assessment

The research revealed a disconnect between the Club’s traditional offerings and the needs of today’s executives. While access to exclusive events remained valuable, members craved:

    • Content that addressed critical business challenges: From navigating technological disruptions to fostering diversity and inclusion in the workplace, the demand for insights and practical solutions was high.
    • Actionable resources: Members desired access to white papers, industry reports, and curated online content that could be directly applied to their roles.
    • A platform for peer-to-peer learning: Beyond networking events, executives sought opportunities to share best practices and learn from each other’s experiences.
    • A broader reach: While Chicago remained a core focus, geographically dispersed members and aspiring executives outside the city expressed interest in connecting with the Club’s prestigious community.

A Multi-Faceted Approach: Solutions for a Revitalized Club

Armed with these insights, Dr. Mueller and the Sequence team developed a multi-faceted member engagement strategy:

    • Rebranding for Relevance: Energy BBDO crafted a new brand identity that reflected the Club’s rich history while projecting a modern and dynamic image. The messaging shifted to emphasize the Club’s role as a catalyst for executive growth, fostering meaningful connections, and providing cutting-edge content.
    • A Tailored Membership Experience: The one-size-fits-all membership model was replaced with tiered options. Corporate memberships offered benefits like preferential access to events, leadership development programs, and dedicated account managers. Individual memberships focused on networking opportunities, online communities for peer-to-peer learning, and access to a curated content library.
    • Content as a Cornerstone: The Club partnered with industry experts to develop a robust content strategy. This included:
      • Executive webinars: Featuring industry leaders and thought-provokers, these interactive sessions addressed critical business topics.
      • In-depth reports: The Club commissioned research on relevant trends and challenges, providing members with valuable insights and actionable takeaways.
      • Curated online library: A dynamic online platform housing articles, white papers, case studies, and other resources relevant to executives’ needs.
      • The “Executives’ Exchange”: A members-only online forum fostered discussions, knowledge-sharing, and peer-to-peer learning.
    • Expanding Reach: A Global Mindset While Chicago remained a central hub, the Club leveraged technology to connect with geographically dispersed members and aspiring executives. Online events, virtual networking opportunities, and a revamped website with global accessibility broadened the Club’s reach.

The Results: A Thriving Community

The Club experienced remarkable membership growth, improved retention, increased revenue, dramatically enhanced member satisfaction, and fostered a vibrant community through its initiatives.

    • Undeniable impact on membership: 200% increase in membership over three years.
    • Impressive retention rates: 100% of corporate members and 90% of individual members renewed in the first year.
    • Tangible financial benefits: 30% increase in revenue from corporate sponsorship.
    • Dramatic improvement in member satisfaction: Within two years, the Net Promoter Score (NPS) soared 45 points, from -5 to +50.
    • Enhanced member engagement: Events energized, and the online forum became a hub of interaction.

Lessons Learned: A Blueprint for Member Engagement

The Executives’ Club’s success, facilitated by Sequence Consulting’s expertise, highlights the importance of prioritizing member needs through ongoing research to create a winning member engagement strategy. Associations can thrive by offering valuable content beyond event access, fostering peer learning, and providing tiered membership options. Embracing technology and a data-driven approach allows them to connect with a broader audience and continuously adapt to member needs.

To read more about how Sequence creates winning member engagement strategy, please see From Passive to Passionate: How to Supercharge Member Engagement.

From Standards to Solutions: How SAE International Multiplied Non-Dues Revenue by 10X

Nonprofit Business Model
Reading Time: 3 minutes
Sae International

How an Innovative Nonprofit Business Model Drove Growth for SAE

SAE International, a pillar in the automotive, aerospace, and off-road industries, faced a challenge familiar to many established nonprofits. While their reputation for technical standards and publications remained strong, their traditional membership-based revenue model limited them. They sought to expand their influence and diversify their income streams beyond membership dues.

The Roadblock: A Fragmented Industry Landscape

Their existing B2B model, focused on niche company affiliates, presented limitations. The broader industry lacked a central hub for collaboration, particularly in the crucial realm of pre-competitive technology development. Areas like autonomous vehicles and cybersecurity demanded industry-wide agreement on best practices, but fragmented communication between competitors hindered progress. This hampered innovation and delayed the implementation of crucial safety standards.

The Solution: Leveraging Strengths with a New Nonprofit Business Model

SAE International, in partnership with Sequence Consulting, embarked on a journey to unlock their untapped potential. They utilized the “Way to Play℠” framework, a strategic approach focused on identifying unmet market needs and leveraging unique organizational assets. This framework proved instrumental in guiding them towards a new and innovative nonprofit business model.

Untapped Strength: A Trusted Convener for Collaboration

Extensive research revealed a hidden strength within SAE – their exceptional ability to convene industry stakeholders. For decades, they had fostered connections within the industry, bringing together engineers, executives, and researchers from diverse sectors. This unique ability to create a neutral platform for collaboration presented a distinct advantage.

The Innovation: SAE Industry Technologies Consortia

Capitalizing on this strength, SAE established the SAE Industry Technologies Consortia (SAE ITC). This 501(c)(6) nonprofit organization, operating alongside C3, provided a safe haven for public and private entities to collaborate on pre-competitive technology development.

Nonprofit Business Model

A Comprehensive Ecosystem for Innovation

SAE ITC went beyond simply offering a platform for collaboration. It became a comprehensive ecosystem for innovation. Legal, marketing, data, and launch support services were readily available to consortia members, accelerating the implementation of innovative ideas. This holistic approach streamlined the process, fostered collaboration, and empowered members to bring their groundbreaking technologies to market faster.

Results: A Thriving Hub for Innovation and Growth

The “Way to Play℠” process and the creation of SAE ITC proved transformative for SAE. It helped them discover a lucrative opportunity to generate non-dues revenue by leveraging their unique strength as a convener. This newfound clarity fueled significant investment in SAE ITC, paving the way for rapid business expansion.

Quantifiable Success

    • 10x Growth: In just three years, SAE ITC experienced phenomenal growth, expanding tenfold to a $6 million enterprise, demonstrating the power of a well-designed nonprofit business model.
    • Industry Leadership: SAE ITC became home to thirteen industry consortia, tackling critical challenges across various sectors. 
    • Financial Sustainability: Within a year, SAE ITC achieved complete financial independence and contributed to a strong net income for the entire SAE organization.
    • A Breeding Ground for Innovation: The consortia within SAE ITC have facilitated the development of groundbreaking technologies, accelerating progress in critical areas.


SAE International’s success story exemplifies the power of a strategic approach to nonprofit business models. By identifying unmet market needs and leveraging their unique strengths, they were able to establish themselves as a leader in facilitating cross-industry collaboration and drive innovation within critical sectors. 

This not only benefits SAE financially but also fosters a collaborative environment that contributes to safety standards and technological advancements across the industries they serve. 

The impact of SAE ITC extends beyond immediate results, paving the way for a future where streamlined communication and collaboration fuel progress across the transportation and technology landscapes.

Takeaways for Nonprofit Business Models

This case study on SAE International offers valuable takeaways for established nonprofits seeking to diversify their revenue streams. The key lies in identifying unmet market needs and leveraging existing strengths. By utilizing a strategic framework like “Way to Play℠,” nonprofits can uncover hidden assets, such as SAE’s convening power. 

This, in turn, can inform the creation of innovative new ventures, like the SAE Industry Technologies Consortia (SAE ITC). The success of SAE ITC demonstrates that well-designed nonprofit business models can not only generate significant non-dues revenue but also foster industry collaboration and drive progress in critical areas.

To learn more about high-growth nonprofit business models, please see the  AARP’s Non-Dues Startup Soars To $43 Million.

Breathing New Life into a Lapsed Base: How the American Lung Association Achieved 50% Growth

Titlereviving A Lapsed Base: Ala'S 50% Growth Storydescriptiondiscover How The American Lung Association Re-Engaged Lapsed Members And Achieved Remarkable 50% Growth Through Personalized Campaigns And A Unified Data Platform.
Reading Time: 3 minutes

Re-Engage Lapsed Members: How Sequence Consulting Partnered with the ALA to Win Back Donors

Engaged donors are the oxygen that keeps non-profits alive. Without a passionate and committed donor base, vital missions can struggle to breathe. This was the very real challenge faced by the American Lung Association (ALA), a leading organization in the fight for lung health. Their situation was critical – a staggering 75% of their donors hadn’t interacted with them in over a year, and new donors were vanishing just as quickly. 

The ALA urgently needed a strategy to re-engage lapsed members and ensure a healthy future for their fight against lung disease

Enter Sequence Consulting: Expertise to Reinvigorate Engagement

In a bid to reverse this concerning trend, the ALA recognized the need for expert guidance. They partnered with Sequence Consulting, a firm known for its success in helping non-profits re-engage lapsed members and cultivate thriving memberships. Sequence brought a wealth of experience to the table, with their team led by the seasoned CMO, Julia Fitzgerald. Fitzgerald boasted a proven track record, possessing the strategic know-how to reignite donor passion and propel the ALA’s fundraising efforts forward.

Tailoring Technology for Maximum Impact

Sequence Consulting played a pivotal role in helping the ALA leverage the power of their new Salesforce Marketing Cloud investment. They guided the ALA in:

    • Identifying Data Gaps: Sequence collaborated with the ALA to identify and address any inconsistencies or missing information within their donor data. This ensured that the Salesforce platform would be populated with clean and accurate data, crucial for segmentation and personalized communication.
    • Crafting a Winning Strategy: Sequence worked closely with the ALA to develop a comprehensive re-engagement roadmap. This included setting achievable goals, segmenting audiences based on past behavior and interests, and crafting compelling messaging that resonated with each group.
    • Building a Performance Dashboard: Sequence helped design a user-friendly dashboard that tracked key campaign metrics, allowing the ALA to monitor progress and make data-driven adjustments in real-time.

Streamlined Communications for Increased Engagement

Sequence Consulting’s expertise proved instrumental in optimizing the ALA’s communication strategy. They helped with:

    • Developing the Welcome Stream: Sequence collaborated on the design of the interactive Welcome Stream, ensuring it not only collected information but also fostered early engagement with new donors.
    • Crafting Personalized Drip Campaigns: Sequence’s team guided the development of targeted email sequences for lapsed donors, using persuasive language and leveraging past donation history to rekindle their connection with the ALA’s mission.

New member welcome stream? Game changer. Lapsed member winback campaign? Game changer.

Beyond Technology: Building Long-Term Success

Sequence Consulting’s impact went beyond just technology implementation. They provided invaluable guidance on:

    • Establishing achievable goals: Sequence collaborated with the ALA to set realistic targets for reactivating lapsed donors and welcoming new ones, ensuring a clear path to success.
    • Building internal capacity: Sequence empowered the ALA team by providing training and mentorship, equipping them with the skills to continue crafting successful campaigns in the future.

Breathing New Life into Donor Engagement

By implementing a data-driven donor engagement strategy, the ALA achieved a 50% increase in active donors, revived lapsed relationships, and secured a sustainable pipeline of new supporters.

    • Active Donor Surge: The ALA’s active donor base experienced a phenomenal 50% growth in just two years, signifying a major win in re-engagement efforts.
    • Rekindled Connections: Eight percent of lapsed donors, even those who had been inactive for years, were successfully reactivated, demonstrating the effectiveness of the campaign in winning back past supporters.
    • Skyrocketing Engagement: Email engagement rates soared, indicating a renewed interest from the donor base and a stronger connection with the ALA’s mission.
    • Resurging Retention: Both first-year and multi-year donor retention rates saw a significant boost, highlighting the project’s success in fostering long-term relationships with supporters.
    • Sustainable Growth: The ALA now welcomes a steady influx of 4,000 net new donors every month, solidifying a sustainable pipeline of support for their critical work.

Takeaways to Re-Engage Lapsed Members

This case study showcases the American Lung Association’s (ALA) remarkable turnaround in donor engagement. By investing in a unified data platform, segmenting audiences, and crafting personalized communication through multi-touch campaigns, the ALA was able to re-engage lapsed members and nurtured stronger relationships with new ones. 

The project’s success highlights the importance of data-driven strategies, targeted messaging, and a focus on building long-term donor relationships for sustainable growth within the non-profit sector.

To read more about how Sequence can re-engage lapsed members, please see Baby, Come Back! How to Win Back Lapsed Members and Why You Should.

Strategic Breakthrough: How APA Achieved 25% Growth & Beyond

Nonprofit Strategic Planning
Reading Time: 4 minutes
American Psychological Association 1

The American Psychological Association (APA), which represents over 146,000 psychologists across the United States, is a leading organization dedicated to advancing the science and practice of psychology. However, the APA faced a period of stagnation, highlighting the importance of well-crafted nonprofit strategic planning. Membership numbers had plateaued, and revenue growth had stalled. 

The culprit? An outdated strategic plan that lacked clear focus and direction. The plan, in place for over a decade, had led to a proliferation of competing priorities, making it difficult for the APA to achieve any of them effectively.

Adding to the challenge was a sense of disconnect between the APA leadership and its members. Many psychologists felt skeptical of the organization’s direction and questioned decision-making processes.

A New Vision, a New Approach to Nonprofit Strategic Planning

Building Consensus Through Engagement

Recognizing the need for change, the APA Board appointed Dr. Arthur Evans, a leader with a proven track record of successful transformation. Dr. Evans and Chief Strategy and Membership Officer Ian King partnered with Sequence Consulting to develop a new nonprofit strategic plan built on transparency, collaboration, and data-driven decision-making.

Sequence Consulting, in collaboration with the APA, fostered a culture of open communication. Regular conference calls kept members informed of the ongoing nonprofit strategic planning process and provided opportunities for feedback. 

Over 30,000 psychologists participated in online surveys, offering valuable insights into their priorities for the organization. Additionally, in-depth discussions were held with influential members from various areas of psychology, ensuring a comprehensive understanding of diverse perspectives.


To accomplish this, we:

Leveraging Data for Strategic Alignment

Objective data played a crucial role in unifying the organization. Sequence Consulting conducted in-depth interviews with thought leaders from peer associations, healthcare organizations, and public figures. These discussions revealed vital challenges and trends within the psychology field, informing the development of the nonprofit strategic plan. Additionally, competitor analysis identified best practices and uncovered new opportunities for the APA.

The Board and executive team actively participated in workshops designed to shape the strategic direction. Drafts of the evolving plan were shared widely with members, and conference calls facilitated open discussions and feedback. This level of transparency fostered trust and a sense of ownership among the members of the nonprofit strategic plan.

Streamlining Priorities, Achieving Results

The new nonprofit strategic plan represented a significant shift. Numerous potential priorities were streamlined into four clear, achievable goals that resonated with the professional aspirations of psychologists. The plan empowered the APA to make difficult decisions by establishing a framework for prioritizing activities aligned with the new strategic direction. This meant “start-stopping” – ceasing activities that did not contribute to the core goals.

The impact was immediate. The newly energized membership overwhelmingly approved the plan, with a record-breaking 96.4% voting in favor. This vote of confidence provided Dr. Evans with the full backing of the organization to execute his vision, as outlined in the nonprofit strategic plan.

Growth and Resilience: A Testament to the Nonprofit Strategic Plan

The APA’s strategic transformation resulted in significant membership growth and financial stability, demonstrating the increased value the organization now provides to its members.

    • Impressive Results: The nonprofit’s strategic planning transformation has led to remarkable outcomes, including a 25% growth in membership and a steady 4.5% annual increase.
    • Robust Growth: This surge in membership represents the most significant growth the organization has experienced in many years.
    • Resilient Finances: The APA maintained consistent revenue growth (around 4.5% annually), even amidst the challenges presented by the COVID-19 pandemic.
    • Demonstrated Value: This success showcases the increased value the APA now delivers to its members.
    • Attracting and Retaining Members The strategic changes have likely resulted in improved services, more relevant resources, or a stronger sense of community – all factors that draw in and keep members engaged.

Beyond the Numbers: A Renewed Association

The benefits of the new nonprofit strategic plan extend beyond membership and revenue figures. Psychologists now have a clearer understanding of the APA’s direction and its commitment to serving their needs. 

The collaborative approach to nonprofit strategic planning has fostered a sense of ownership and engagement among members. The APA is now a more efficient and adaptable organization, well-positioned to address the evolving needs of the psychology field.

Key Takeaways for Nonprofit Strategic Planning

The APA’s success story offers valuable insights for other nonprofits facing similar challenges. A transparent, data-driven approach to nonprofit strategic planning and genuine member engagement can lead to a more focused and successful organization. By prioritizing clear goals and streamlining activities through a well-crafted nonprofit strategic plan, nonprofits can achieve sustainable growth and better serve their constituents.

To read more about transformational nonprofit strategic planning, please see: Non Profit Strategy: 3 Signs Your Non Profit Needs to Start Stopping.

Case Study: How AARP Turned Market Insight into a $43 Million Revenue Stream

Non-Dues Revenue
Reading Time: 4 minutes

AARP, the world’s largest membership organization, has built a legacy of success through its robust non-dues revenue programs. These programs connect their vast membership base with valuable discounts and services from trusted partners, providing significant benefits to AARP members and participating companies. However, even the most established organizations recognize the need to continually explore new avenues for growth.

AARP, ever forward-thinking, identified a unique opportunity to leverage its decades of experience and unparalleled insights into the 50+ consumer market. This demographic segment represents a powerful force in the global economy, with specific needs and preferences often overlooked by traditional marketing strategies. AARP understood the immense potential of translating their knowledge into a valuable service offering. Still, they needed a strategic roadmap to navigate this uncharted territory and expand their non-dues revenue model beyond the existing affinity program structure.

Missed Connections: The Challenge of Marketing to a Diverse Audience

Marketing to the 50+ demographic is a nuanced dance, often misunderstood by traditional marketing approaches. Gone are the days of broad generalizations and one-size-fits-all campaigns. The 50+ population is a vast and diverse group, encompassing individuals with a wide range of interests, needs, and technological fluency.

Traditional marketing tactics that rely on outdated stereotypes, like portraying seniors as frail or out of touch with technology, not only fail to resonate but can be downright offensive to this active and engaged demographic. Businesses that struggle to understand these unique needs and preferences often miss the mark with their marketing messages, failing to connect with this valuable and influential consumer market segment.

AARP: A Wealth of Knowledge on the 50+ Population

Boasting a membership base exceeding 38 million, AARP has become a goldmine of insights into the 50+ demographic. Their research extends far beyond simple demographics. They delve into the psychographics, analyzing this age group’s personality traits, values, and lifestyles. AARP also meticulously tracks behavioral patterns, understanding how the 50+ population consumes information, makes purchasing decisions, and engages with brands. This deep understanding of evolving needs and preferences provides AARP with invaluable knowledge for crafting highly targeted marketing campaigns.

Building a Powerful Partnership: AARP and Sequence Consulting Launch Influent50

Non-Dues Revenue

Recognizing the opportunity to unlock the power of their knowledge, AARP partnered with Sequence Consulting, a trusted advisor with a proven track record in developing successful not-for-profit startups and service-oriented businesses. Together, they embarked on a collaborative journey to create Influent50, a revolutionary marketing agency unlike any other.


The journey began with a well-crafted business plan and a roadmap that outlined Influent50’s vision and strategies for achieving its goals. A critical element in this plan was the partnership with Sequence. With its proven track record in guiding successful startups and service-oriented businesses, Sequence provided invaluable expertise throughout the process. Their strategic planning and team-building capabilities were instrumental in launching Influent50 and ensuring its rapid ascent.

Influent50's Dream Team for the 50+ Market

Influent50’s launch wasn’t just about a groundbreaking idea; it was about assembling the perfect team to execute the vision. Sequence and AARP brought together a powerhouse of data scientists, strategists, and creative professionals, each with a deep understanding of the 50+ demographic. The data scientists wielded the power of AARP’s extensive research, leveraging it to identify key consumer trends and preferences within the 50+ age group. Strategists, armed with these insights, crafted targeted marketing campaigns that resonated with the specific needs and aspirations of this audience. Finally, creative professionals translated the data and strategy into compelling messaging and visuals that cut through the noise and truly connected with the 50+ demographic.

This unique combination of expertise quickly set Influent50 apart. Major corporations like Citibank, New York Life, and Hartford, all recognized the immense potential of the 50+ market segment. They saw Influent50 as the key to unlocking this lucrative opportunity, a bridge between their brand and a demographic often misunderstood by traditional marketing tactics. With Influent50’s guidance, these corporations could develop and market products that truly resonated with the 50+ population, ensuring successful engagement and a thriving customer base.

From Startup to Success: Influent50's Rapid Rise

The results of Influent50’s innovative approach were nothing short of phenomenal. Within a mere three years, the fledgling startup had transformed into a thriving business, generating a remarkable $47 million in non-dues revenue for AARP. This achievement wasn’t just a financial success but a significant strategic shift for AARP. Influent50 successfully diversified its non-dues revenue streams, moving beyond the traditional affinity model and establishing a lucrative B2B service offering. This boosted AARP’s overall financial performance and solidified their position as a leader in understanding and engaging with the 50+ demographic.

The success story of Influent50 transcended geographical boundaries. News of their expertise in cracking the 50+ market spread rapidly, garnering global interest from corporations worldwide. Companies in Asia and South America, recognizing the immense potential of this demographic segment, were eager to replicate the model. Influent50’s ability to bridge the gap between businesses and the 50+ population through targeted marketing strategies became a blueprint for success on a global scale. This international recognition further cemented Influent50’s position as a marketing game-changer.

Takeaways for Non-Dues Revenue Growth

AARP’s experience with Influent50 is a powerful case study for the transformative potential of innovation. By embracing a fresh approach and venturing beyond its traditional business model, AARP unlocked a significant new revenue non-dues revenue stream. This success story highlights the importance of fostering a culture of innovation within an organization, allowing creativity to flourish and propel growth.

The collaboration between AARP and Sequence Consulting demonstrates the power of partnering with a trusted advisor. Sequence’s experience and guidance helped AARP navigate the complexities of establishing a new venture and translate its strategic vision into a financial reality. This case study offers valuable insights for organizations of all sizes, showcasing how innovative thinking, meticulous planning, and strategic partnerships can pave the way for significant growth and success.

To learn more about how Sequence grows non-dues revenue, please see From Standards to Solutions: How SAE International Multiplied Non-Dues Revenue by 10X.