Creating a Compelling Membership Experience: American Society for Training and Development – Atlanta Chapter
The Greater Atlanta Chapter of ASTD, established in 1955, is one of the five largest ASTD Chapters with nearly 600 members. They are a regional, non-profit association of workplace performance professionals, providing members with a forum for the exchange of professional development opportunities and resources as they strive to improve workplace learning and performance.
Challenge:
Increase ASTD Atlanta’s membership and revenue.
Solution:
ACI analyzed the ASTD business model and determined that the best way to increase revenue was to grow membership through enhanced member benefits. The ACI team first examined their print publication and determined that their readership limited the potential to add compelling content, as they did not have the advertising base to ensure break-even. Next, we determined that launching webinars would not add value since web content would not improve the members’ ability to make business connections in a down economy. ACI then conducted a survey of leadership and concluded that ASTD-Atlanta members found networking and educational events to be the most valuable member benefit, but the association had previously only offered such events on a limited basis. ACI recommended that ASTD offer a one-day regional conference to increase the membership value and attract more members.
Results:
The first-ever “Workforce Challenge” meeting, conceived, designed and conducted in less than six months, exceeded projected goals and increased the association’s revenue. The ACI team advised the conference planners on optimal use of space in order to meet the dual goals of maximizing the number of potential exhibitors/sponsors and ensuring attendees had plenty of opportunities to interact with each other and sponsors. The event drew more sponsors, exhibitors and attendees than budgeted.