A Foundation for Growth
Alexander Graham Bell Association
for the Deaf and Hard of Hearing (AG Bell)
CHALLENGE
Research AG Bell conducted (with McKinley Marketing) surfaced members’ demand for more programming, content and support delivered locally. While member needs could logically be met through AG Bell Chapters, this strategy created a dilemma: the more AG Bell National strengthened Chapters under the existing arrangement, the less incentive prospects had to join AG Bell National. That’s because Chapters were independent entities with no enforced policies mandating national membership or dues sharing with AG Bell National. So Chapters and AG Bell effectively competed for members’ dues dollars, time and attention. This left AG Bell searching for ways to empower Chapters and improve the value offered to members, while protecting its current and future viability. AG Bell needed a solution for working with the Chapters that provided benefits to the members, the Chapters and AG Bell National. Many options existed, including merging Chapters into the AG Bell organization, increasing support with staff and resources from the national office, creating a unified membership dues category, and perhaps others.
APPROACH
Over several months McKinley Marketing worked with AG Bell staff and leadership to complete the following tasks:
- Assessed the requirements and elements for each of three possible scenarios for AG Bell consideration.
- Solicited and considered input from relevant audiences on the scenarios.
- Secured legal advice on the implications of the proposed scenarios.
- Created financial models for each scenario and a matrix comparing the various implications of the three scenarios – financial, legal, processes, etc.
- Considered the many elements and consequences of organizational structure change and made a recommendation in light of these to best position AG Bell to maximize opportunities and minimize negative consequences.
- Developed a “win-win,” dual membership strategy to strengthen both Chapters and National while increasing value to members
- Identified all of the necessary steps to implement and communicate the recommendation including anticipating possible ramifications.
- Presented recommendations to AG Bell’s leadership to secure support for the recommended strategy.
RESULTS
The new dual membership structure was presented to and approved by leadership at the National level and accepted by every AG Bell Chapter. The communication plan created by McKinley Marketing was launched with positive reactions from National and Chapter staff, leadership and members Benefits of the new structure include:
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- A redistribution of responsibilities for programs and services between National and Chapters capitalizes on the unique strengths and reach of each, increasing member value safe from the threat of detracting value from the other.
- The following significant and tangible benefits will become effective in January 2006:
- Membership will increase at both the Chapter and National levels because previously National-only members will become attached to Chapters and previously Chapter-only members will belong to National.
- Chapters will be relieved of the administrative burden of collecting dues, sending welcome kits and maintaining databases because all of those functions will be handled by National.
- National will retain a modest portion of Chapter dues and a portion of National dues will be remitted to Chapters quarterly.
The anticipated positive impacts on AG Bell are significant:
- Creation of one, larger organization to support and represent the field
- One, strong, unified voice
- Consistent branding
- Streamlined communications
- More powerful benefits that respond to expressed member needs to support membership retention and acquisition.