When your association surprises you - in a good way - they've remixed their membership. When your association does something worth modeling in your own organizations - they've remixed their membership. When those two things happened to me, I just had to pick up the phone and find out more. Check out my SmartBlog Insights posting for the rest of the story on how an association shifted how they looked at the membership cycle and rethought engagement.  Love to hear your feedback!