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Association Laboratory, Inc Presents

National Summit on Association Membership and Engagement! - Rosemont, IL

Your Exclusive Invitation to a Critical Conversation on the Future of Membership

You are invited to join the nation’s leading companies in membership and engagement strategy in a 1 day immersive discussion of the future of the association membership and engagement model.

Produced by Association Laboratory in cooperation with Marketing General Inc,  The Second Annual National Summit on Association Membership and Engagement is the nation’s premiere event focusing on the future challenges and emerging opportunities of engaging, recruiting and retaining members.

Tuesday, Feb. 26, 2019
8AM – 6 PM

OLC Education & Conference Center
9400 W Higgins Rd #100, Rosemont, IL 60018

Sponsored by

OLC Learning Center

Critical Insights into the Future of Associations

Based on research and insights gained from thousands of association client projects, attendees will learn about and discuss the following key areas.


SESSION ONE:  Engagement in the Land of Digital Transformation:


Learning Objectives: 

–  Identify the implications of the external environment on association membership and engagement strategy.

Membership and Engagement Strategy must be successful in an environment that never sleeps. Learn what environmental factors have the most impact on stakeholder and member relationships and what association leaders believe are the most substantial implications on strategy.

SESSION TWO: CREATE POSITIVE AWARENESS –  What Problem Does Membership Solve.

Learning Objectives:

   –  Understand and apply market focused social communication strategies vs. traditional list driven B2B traditional communication strategies

   –  Understand and apply stakeholder driven promotional strategies (speakers, vendors, etc.)

Membership is not dead. In fact, it is a foundational association strategy with a high level of success.  It is not the solution to every problem though.  Identify whether membership is your real issue and discuss the advantages and disadvantages of different membership or engagement models.

SESSION THREE: CREATE POSITIVE AWARENESS –  Penetrating the Noise to Create Trial Engagement:

Learning Objectives:

    –  Compare/contrast traditional business with consumer- oriented strategies to reach diverse, multiple markets.

    – Understand integrated multi-channel techniques for reaching prospects.

    – Understand and apply stakeholder driven promotional strategies (speakers, vendors, etc.)

As markets become more fragmented and mobile, traditional centralized and controlled communication won’t work.  Compare the advantages and disadvantages of consumer vs. business- oriented communication strategies.  Learn how to assess and develop a multi-channel approach to prospect communication.  Explore how to use subject matter experts and brand advocates to extend audience reach.

SESSION FOUR:   CREATE TRIAL ENGAGEMENT – Identifying the Inflection Points Driving Trial Engagement

Learning Objectives:

–  Identify characteristics of trial engagement strategies.-  Assess common strategies for trial engagementa–  Identify data-based trip wires for driving engagement

–  Understand the link between membership and product strategies

Creating the initial relationship with a nonmember is critical. While possible strategies seem infinite, it’s possible to determine what works and what doesn’t work via member and nonmember behaviors. Learn how to focus on specifically what drives the decision to engage or join the association and to take advantage of industry or professional tailwinds supporting engagement.

LUNCH PRESENTATION:   Essentials of Online Community

Learning Objectives:

   –  Identify association trends in online community development.

   –  Identify practical best practices in online community development

Research shows that many associations are using online communities to build engagement. Learn about practical best practices for establishing and sustaining these critical components of the engagement mix.

SESSION FIVE:   CONVERT PROSPECTS TO A MEMBER:  Designing and Customizing the Engagement and Membership Model

Learning Objectives:


     –  Identify priority targets for membership through research, testing, and analytics

     – Define the value proposition and marketing messaging.

     – Understand how membership models, pricing, and offers can lead to better response and deeper long-term engagement

To convert a person to membership, the membership offer needs to be relevant, priced properly and customized to their needs. Learn about the characteristics of various membership models, discuss their advantages and disadvantages and directly apply this insight to your association to identify where you existing membership offer might be insufficient. 

SESSION SIX:   IMPROVE MEMBER ENGAGEMENT – Using Annualized Engagement to Strengthen the Member Relationship

Learning Objectives:

–  Understand key characteristics of annualized engagement-  Apply the concepts of annualized engagement to the association to create holistic engagement.d

Members don’t care about your silos. Learn how to link the components of your association together into an integrated whole that creates an “engagement curriculum” for your members and improves the depth of their relationship with the association.

CLOSING KEYNOTE;   The Future of Membership and Engagement

aEducation Objectives

–  Revisit how awareness, trial engagement, conversion and annualized engagement are linked.
–  Learn how members are successfully improving membership.

The future will always present challenges. See how what you’ve learned prepares you to be successful in that future and leave with an inspired and inspiring message for your association and its leadership.

COCKTAIL RECEPTION;   Mingle and Meet Your Peers

Join Us Following the Summit for a

Free Cocktail Mixer and Post-Event Conversations!



*Program is fluid, speakers and program subject to change.

Learn from Leading Experts in Engagement, Membership and Community

Nationally recognized key note speakers and industry thought leaders will outline the critical issues that need to be addressed for association success.

Dean West, FASAE and President, Association Laboratory

Dean West is a national thought leader and futurist for the association community. An engaging, provocative and conversational speaker, he understands the unique needs of association leaders working in a complex, dynamic environment.

He conceived and has led the groundbreaking association environmental scan Looking Forward, the nation’s most sophisticated environmental scan of the association strategy environment and was principal researcher for The Future of Association Engagement, a white paper developed in cooperation with the ASAE Foundation, outlining emerging changes in association membership models. He has contributed to a wide range of industry publications including Membership Essentials: Recruitment, Retention, Roles, Responsibilities, and Resources (ASAE and Wiley, 2016) and the ASAE book, Core Competencies in Professional Development.

Tony Rossell, Senior Vice President, Marketing General Incorporated

Tony Rossell is an industry icon in membership strategy having led thousands of strategy engagements over the course of his career. A frequent writer and speaker on marketing topics, he is a contributing author to two books, Membership Marketing (ASAE) and Membership Essentials: Recruitment, Retention, Roles, Responsibilities, and Resources (ASAE and Wiley, 2016).

He is the past Chair of the Membership Section Council for the American Society of Association Executives (ASAE).  Tony also launched and directs the annual Membership Marketing Benchmarking Report, now in its ninth year with over 1,000 participating associations worldwide, and he developed the widely adopted membership relationship framework known as the “Membership Lifecycle.”

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Elisa Joseph Anders, DCMP, Senior Account Director, Marketing General Incorporated (MGI)

 Elisa Joseph Anders  provides clients with integrated marketing solutions to help them grow membership and market their products and services. She focuses on the strategic management and execution of multi-channel marketing programs that recruit, engage, and retain members. Her ability to quickly assess opportunities and develop solid marketing programs based on those opportunities has resulted in tens of thousands of new members for her clients. She has worked with clients ranging from 7,000 to 200,000+ members, in all phases of the membership life cycle. One of her clients has grown 49% over the past five years.

A Certified Marketing Professional, Elisa brings to her clients over 30 years of marketing, management, and consulting experience in the nonprofit and for-profit sectors. Over the course of her career, she has focused on creating and increasing the value of member, customer, and donor bases through marketing strategy planning and implementation. Elisa has spoken domestically and internationally about membership marketing best practices and has led membership marketing workshops for association leaders in the United States and Australia.

Stephen Fox, Vice President of Membership and Constituent Relations, American Nurses Association

Steve Fox is the Vice President of Membership and Constituent Relations at the American Nurses Association (ANA), having held that position since 2011.  Prior to entering the Association world, Steve worked for twenty-three years in marketing and business development roles in the Consumer Products, Transportation and Technology sectors, including leadership roles with the USPS, DHL, AOL and General Mills.  He earned an MBA from Northwestern’s Kellogg Graduate School and his BA from Cornell University.  He resides in McLean Virginia with his wife and three sons.  Steve also serves as the Chief Commissioner for the McLean Youth Basketball Association.

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Jacqualine Price Osafo, Director of Membership and Development,  Water Quality Association

Jacqualine Price Osafo, is the director of membership and development for the Water Quality Association (WQA).  She has extensive experience in membership, educational design, and sponsorship. Jackie has served in leadership capacities, such as; liaison to the board of directors, numerous committees, and more than ten special interest groups as well as having previously served as chair of the Membership Committee and Forum Forward and multiple ASAE’s committees.  She received the Association Professional Achievement Award and is a 2018-2020 Diversity Executive Leadership Program (DELP) scholar.  Some of her accomplishments with WQA include: changing the membership model and implemented an engagement program for top tiered members.  Prior to joining WQA, she increased membership by 97%, lead diversity and inclusion initiatives, and delivered education and philanthropic programs to more than 15 countries.  Jackie earned her MBA from the University of IL at Urbana-Champaign and her BA from DePaul University. Jackie is a Certified Association Executive (CAE).

Simona Ciampi, Associate Director, Online Member Engagement, American Association for Clinical Chemistry

Simona Ciampi is currently the Associate Director, Online Member Engagement for AACC, the American Association for Clinical Chemistry, a global scientific society dedicated to achieving better health through laboratory medicine. She uses her passion for bringing people together with a purpose to create plans and drive adoption for the association’s online community, engaging and activating members with tactical psychology, marketing, communications, and simply people skills.

Simona formerly consulted for the World Bank and worked as Marketing and Communications Manager in the private sector. She has a Masters Degree in Communications from the University of Salerno (Italy), a certification in Digital Marketing and a certification in Business Administration from the George Town School of Continuing Studies.

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Miranda Barrett, Vice President of Membership Retention & Growth,  The Community Company

Miranda Barrett is the Vice President of Membership Retention and Growth at The Community Company, which builds professional communities that create greater engagement and strengthen customer affinity. She has organized groups around the world for almost twenty years, including the White House Press Corps, corporate delegations, and many entrepreneur-focused delegations. Miranda is a Certified Association Executive (CAE), Project Management Professional (PMP) and MOM of two crazy little boys.

CAE Credit

Association Laboratory is a CAE Approved Provider. The program meets the requirements for fulfilling the professional development requirements to earn or maintain the Certified Association Executive credential. Every program that we offer which qualifies for CAE credit will clearly identify the number of CAE credits granted for full participation, and we will maintain records of your participation in accord with CAE policies. For more information about the CAE credential or Approved Provider program, please visit www.asaecenter.org/cae. As a CAE Approved Provider educational program related to the CAE exam content outline, this program may be applied for 7.5 credits toward your CAE application or renewal professional development requirements

Research and Discussion Guides

All attendees will receive access to research reports to help inform discussions:

In addition, a discussion guide and workbook will be provided orienting participants to the onsite agenda and process and allowing them to organize their thoughts, take notes and capture specific ideas to use when they return to their office.

Access to a
Leading Network of Association Innovators

You will join chief staff officers and senior executive staff from some of the nation’s leading individual membership societies to discuss essential conditions of membership success and to create a strategy road map designed to lead your organization from outofdate practices and legacy programs to a deeper understanding of your audience and successful application of digital and community marketing best practices.

Registration Fee includes:

Access for one Association Executive to attend the meeting.
Meals: Breakfast and lunch. Post Event Reception included.
All classes, activities/exercises, and course materials
Video Recap of 2018 Membership Summit