McKinley’s Membership Reset report underscores the pressing need for associations to refocus and innovate their membership strategies. In a recent Membership Reset conversation, Kevin D. Watkins, SPHR, CAE, Chief Membership Officer at the American Institute of Architects (AIA), shared insights into AIA’s successful approach to enhancing member value, fostering community, and driving growth.
Explore the key takeaways from our discussion below and access the full recording here.
Member Experience
Watkins highlighted AIA's focus on enhancing the member experience by emphasizing the real stories of being involved in AIA, as well as engagement opportunities and advocacy efforts.
AIA has implemented initiatives like the Future Focus series, showcasing diverse architects and design professionals' journeys. This storytelling strategy strengthens member engagement by connecting their personal narratives with AIA's broader goals and showing how AIA engagement impacts their members.
This approach has significantly contributed to AIA's record-breaking membership recruitment and renewal numbers in the past two to three years, with over 10,000 new members annually.
Segmentation and Customization
Recognizing the varied needs within its membership base, AIA has segmented its audience to better tailor its offerings. This strategic shift has enabled AIA to provide more targeted programs and services, enhancing member satisfaction and retention rates.
“Membership makes up 40 to 45% of our operating revenue, which is significant. Over the last two years, we've tried to really better define for our staff, chapters, and our own members who the different audiences or the different segments of membership are as well,” shared Watkins.
Identifying the needs of each segment has helped AIA staff design programs and individualize messages around membership.
Community Building
Membership at AIA is about fostering a community aligned with the mission of advancing architecture and the built environment. Initiatives like knowledge communities and online networking platforms are crucial in building connections and sharing expertise among members. They are also continuously innovating ways to connect their members.
“One of the things that we are redeploying here is our online community or our online community efforts. In just a few weeks here, we're about to deploy a new community networking site that will allow us to be a bit more organic in how our members interact over common topics and common characteristics,” said Watkins.
AIA's journey exemplifies how strategic focus on value, personalization, and community can drive substantial membership growth and engagement.
Watch the full conversation here to dive more into AIA’s approach to membership.
