Over the past several months, I have written about the value of AACE membership, notable activities and achievements within the association, recent strategic planning efforts, and how much I admire the profound professionalism and respect that is prevalent across our members and interactions.  The common theme of these messages is that AACE is a wonderful association, with much to offer the membership and the profession.  As leaders and members, we must work together to further the success of AACE.

During my many years as an AACE member, there has been a reoccurring emphasis on increasing membership.  Many programs and initiatives were employed, such as bringing new members to meetings, outreach to universities, marketing campaigns, and direct contact.  During my nearly six years on the Board of Directors, there existed that same focus on membership growth.  These efforts have tended to focus on new member acquisition, which is correct and necessary.  Attracting new members is integral to the health and success of any organization.  However, attracting new members is only part of the membership growth equation.  Equally important to the membership challenge is the retention of existing members.

A look into recent membership numbers yields some interesting information.  In 2020, AACE added 2,221 new members and in 2021, 1,657 new members while in the throes of a pandemic.  Those new member numbers equate to 30% and 22% of the prior year’s membership total.  Although it would be wonderful to announce that AACE membership is growing at 25% per year that is not the case.

As an association, we do a good job of attracting new members.  The current and ongoing efforts are working, the renown of technical and educational offerings is increasing, and our certifications are valued.  Logically then we must look at the member retention side of the equation.  As the member acquisition numbers highlight some success, the member retention numbers highlight an opportunity.  Data from recent studies from outside consultants shows that AACE lags association industry norms in member retention.

In any interaction with members, it is universally understood that our technical, educational, and certification products and programs set the standard in our industry.  The reality is that nonmembers can access our technical and educational products and by definition, certification cannot require membership.  Therefore, the challenge to all of us, members, boards and committees, and headquarters, is to define, enhance, and communicate the value of membership in AACE.

Association leadership and headquarters are well aware of and focused on addressing this challenge.  Work is underway on expanding and enhancing the Section experience, centralizing and modernizing the exchange and flow of information and interaction, and marketing and communicating the value of AACE.

One of the primary and most prominent benefits of membership in AACE is interaction with fellow members.  People are more inclined to stay when they feel like they belong and they have a person or people here who support them.  This experience cannot be purchased at a testing center or downloaded from the internet. 

This would not be a President’s message without an “ask” of the membership.  Those of us that are long-time members, have been more involved, and have realized the value of AACE must reach out and make connections to new members.  This task, as simple as saying hello and welcome, can yield big returns for the membership and the association.  It is particularly effective to connect with those new members in your organization, section, region, or country.  A listing of new members, updated monthly, can be found on the website at:

https://web.aacei.org/membership/join-and-renew/membership-appreciation/new-members

The full directory of members can be found at:

https://web.aacei.org/membership/member-directory

One step further would be to invite members that have not yet become active to participate in a “micro volunteer” effort.  Not starting as a section officer or giving a multi-year commitment to a board, but rather a first step to more closely interact with fellow members with no long term obligations.  As I discussed in my last message, AACE members are highly open, respectful, and receptive professionals.  If each of us takes a little time and makes the effort to reach out and share our experience, then 25% annual membership growth could be achievable.