Association Academy

Association Member Growth

Course Reading

Course Reading

Students and association professionals can grow their expertise outside of class. Enjoy this list of helpful resources, organized by class topic. The Association Academy  may earn commissions on some purchases.

Week 1: Membership Growth Introduction

In this class, students learn about the membership function, and how it is commonly allocated in associations.

The Art of Membership: How to Attract, Retain, and Cement Member Loyalty
By Sheri Jacobs

Week 2: Member Research and Profile Data

In this class, students explore approaches to maintain member profiles, including third-party data sources.

Basic and Advanced Focus Groups
By David L. Morgan

Week 3: Member Types and Personas​

In this class, students learn member types and eligibility requirements.

Subscription Marketing: Strategies for Nurturing Customers in a World of Churn
By Anne Janzer

Week 4: Member Benefits​

In this session, students learn how to document their entire suite of member benefits and which member types enjoy access.

Retention Point: The Single Biggest Secret to Membership and Subscription Growth
By Robert Skrob

Week 5: Member Analytics and Insights

In this class, students learn the important membership metrics and how to use data insights to drive change and improve performance.

Behind The Membership: Insight and Inspiration from Successful Membership Owners
By Mike Morrison

Week 6: Member Dues and Discounts

In this class. students learn to develop periodic special rates to encourage acquisition and renewal.

Association 4.0: Positioning for Success in an Era of Disruption
By Sherry Budziak and Kevin Ordonez

Week 7: Member Invoicing

In this class, students learn methods for winning-back lapsed members.

The Art of Selling Memberships: How I’ve Sold Millions of Dollars in Gym Memberships and How You Can Too
By Erik Charles Russel

Week 8: Member Campaigns

In this class, students learn how to build the five important core membership campaigns and learn the common structure for them.

Membership Recruitment: How to Grow Recurring Revenue, Reach New Markets, and Advance Your Mission
By Tony Rossell

Week 9: Member Experience and Marketing Systems

In this class, students learn how to power their membership communications and member experience with modern marketing technologies.

7 Marketing Mistakes You Might Not Know You’re Making

Week 10: Membership Growth Recap

In the final class, students review key elements from all classes. 

Pivot Point: Reshaping Your Business When It Matters Most
By Sheri Jacobs