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Mariner Management & Marketing LLC

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Build Chapters

Chapters appear to have a powerful impact on association membership levels.

Two separate surveys, one which netted the finding above, pointed to the value of a national/chapter partnership in meeting member needs. In a survey of ASAE members two years ago that focused largely on geographic components, associations were almost unanimous in their belief that chapters contribute to an association, and nearly a quarter reported revenue contributions. The three top ways Chapters contribute?

  1. Geographic components as a service provider to members – which in turn drives satisfaction and retention
  2. Geographic components as a contributor to larger organization – topping the list is support in marketing for meetings and events followed by aid in lobbying, certification support and serving as a farm team for national leadership.
  3. Geographic components as a revenue driver – they are a channel for marketing membership, events, training, books, affinity programs and more.

Developing chapters as partners requires a chapter strategy that focuses on key metrics and provides meaningful support. It also requires looking beyond our traditional models to create new chapter structures that address our new generations, and leverage technology and the web. Because we manage chapters in our day-to-day job, we understand the nuances in creating successful chapters. Draw on our experience to help you create a strategy that delivers.

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