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The consulting team at AES has just completed a review of an association that came to us looking to grow its membership.
Before developing a membership marketing strategy, we often review the value proposition, undertake member surveys, etc. We needed to take a different approach. We needed to review the association.
Why, you might say?
Too often, associations are eager to expand their membership before ensuring the organisation is on solid footing. But real, sustainable growth starts from within. Before you open the doors to new members, it's essential to check that the ship is seaworthy—strategically, financially, and operationally.
So, what was our approach?
Our review began by closely examining the association's draft strategic business plan. We didn't just assess the words on the page—we explored whether the plan was being used effectively in board meetings to guide decisions, set direction, and keep the focus on what matters most, the needs of the members. We examined whether the plan reflected the organisation's current capacity and whether the goals were achievable.
Next, we examined the financials—three years of profit and loss data—to identify patterns, highlight risks, and better understand the association's cash flow needs. From this, we developed practical, tailored recommendations for improving financial resilience and supporting long-term sustainability.
What about the association's culture?
We also immersed ourselves in the organisation's life, attending chapter meetings and speaking directly with board members, staff, sponsors, and members. These conversations revealed valuable insights into what's working, where frustrations lie, and where untapped opportunities exist.
We explored alternative funding streams—grants, sponsorships, and partnerships—and assessed leadership capacity, including the President and Executive Officer roles. We identified areas where structure, tenure, or skills alignment could be strengthened to support long-term impact. For example, we recommended extending the President's term to allow time for meaningful change and continuity.
From governance to operations, our recommendations were clear, actionable, and designed to help the association evolve and thrive.
The result? A tailored final report that clarified the organisation's current state and mapped out the following steps to secure its future.
If you're reading this and thinking, "We need to do the same,"—you're probably right.
We help associations step back, assess what's happening, and build a grounded, strategic, and practical path forward. Whether your focus is growth, leadership renewal, financial sustainability, or member engagement, we can support you with fresh insights and a proven process. Contact us today Association Executive Services
It’s the Gala Awards night – but are your awards truly valued by most of your members?
Most association leaders face a persistent challenge: growing and retaining members. It’s not uncommon to hear stories of
members who join for a year, drop off, and then rejoin two years later. While this cycle may seem harmless, it carries hidden costs—such
as staff time, marketing expenses, onboarding resources, and software overhead—that
can quietly drain your association’s budget.
Running an association or not-for-profit (NFP) is no small feat. Whether you're leading a professional body, a community group, or a
national peak organisation, one question always lingers:
“How do we know we’re doing well?”
It’s a fair question—and an important one.
How we help membership based, not-for-profit associations now and into the future.
