Member and
Engagement and Management

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Member and stakeholder engagement and management essential to managing an association 

A. Recruitment and Retention

  1. Determine the membership business model and value proposition to ensure alignment with the mission and strategic goals.
  2. Define goals and key performance indicators for membership recruitment and retention.

B. Stakeholder Identification and Cultivation

  1. Establish criteria for the identification of individuals and organizations as stakeholders to align them with the organization and its strategic objectives.
  2. Engage stakeholders by identifying their current and future needs in order to maximize organizational impact.
  3. Review the alignment of stakeholders using organizational metrics on a regular basis.

C. Volunteer Management

  1. Establish a system that attracts and engages volunteers through training, recognition, and accountability.
  2. Clearly delineate roles and responsibilities of staff and volunteers.
  3. Establish a volunteer succession plan that supports organizational continuity.

View entire content of knowledge competencies as outlined in the CAE exam.


Every session strengthens your knowledge as an association professional!

Most people say the #1 Benefit is to actually be there.

This book is like a map of our member’s thoughts and feelings as they travel through their journey. Perfect for staff or volunteers of all sizes and types of trade and professional associations. This book is not just for those interested in growing membership (although there are many great membership insights) – strategies span event engagement, content development, organizational strategy, online community management, marketing, innovation, volunteer recruitment, technology, and more. 

April 2023
Elevating Engagement
Amanda Kaiser, Kaiser Insights LLC

Thriving associations have engaged members - lots of them, but engagement doesn't happen by accident. Association leaders have many opportunities to influence member engagement by improving experiences at every stage of the member journey. Amanda invites all association leaders to become CEOs (Chief Experience Officers). Becoming this kind of CEO doesn't have to take a lot of time, money or require fancy technology. Strategies shared in this program can help you 1) Increase feelings of belonging; 2) Energize your organization; 3) Create community.

Amanda Lea Kaiser is a member engagement strategist and author of Elevating Engagement: Uncommon Strategies for Creating Thriving Member Communities. As a researcher, author, and co-creator of the Incubator Series and the New Member Engagement Study, she is at the forefront of exploring how member and attendee engagement is rapidly changing within professional communities.


October 2019
The Art of Membership
Keynote: Sheri Jacobs, FASAE, CAE, Avenue M Group
Value: 4 CAE Credits (total program)

As the founder of Avenue M Group, Sheri Jacobs, FASAE, CAE, is a leader, innovator and visionary whose organization has helped more than 100 associations, small and large, tackle their most challenging issues. A senior executive, best-selling author of Pivot Point: Reshaping Your Business When it Matters Most and association management veteran with nearly 20 years of experience, Sheri applied her experience in research, marketing, strategy and pricing projects to create a unique firm that helps associations achieve their goals.

She is the author of The Art of Membership, co-editor and a contributor to ASAE’s best-selling membership book, Membership Essentials (ASAE 2007 and 2015) and author of the ASAE marketing book 199 Ideas: Powerful Marketing Tactics That Sell (ASAE 2010). 

This keynote is about learning how to ensure your organization remains nimble and is able to quickly adapt to a changing landscape, and the five essential characteristics needed to ensure your organization can recruit and retain members well into the future. 

October 2019
Your Website Has to be More Than Just a Pretty Face in Cyberspace
Pia Larson, Chief Imagaination Officer,

I’m straight-up obsessed with making you look good — like, really reaaaaaallly good. It’s true and I can prove it because hundreds of satisfied clients say so. Whether you want to grow your business, increase profits, or go automated, my team and I know how to get you there. I grew up on St. Croix in the U.S. Virgin Islands and got to travel the world. This gave me a creative “go get ‘em” outlook on life and in business. I view the world and all of humanity as colorful and epic — each person has their own unique fingerprint, and every person needs to connect with others in a very real way. As you can imagine, there wasn’t a whole lot of room to let this creative genius out when I worked in the corporate world. So, in 2006, my free spirit and I up and left the Land of Cubicles in search of something more. Something bigger. Something that would change the world…

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