Growth is a Journey: Focus Your Association's Future

At the conclusion of Halmyre's April 2025 Growth Series, one crucial message stands out: growth requires focus and prioritization. Focusing strategically on your organization's top two most important growth areas in the near term will drive overall association growth in the long term. But how to you identify where to focus?

Over April 2025, Halmyre ran a social media series on six types of Association growth. We've delved into the nuances of Top-line Revenue, Bottom-line ROI, Member Acquisition, Member Retention, Impact and Influence, and Brand Awareness. We've examined what each type entails, how to identify if your association is facing challenges in these areas, and some initial strategies to consider.

At the conclusion of this series, one crucial message stands out: growth requires focus and prioritization. Focusing strategically on the top two most important growth areas in the near term will drive overall association growth in the long term.

In today's dynamic landscape, resources are often limited, and spreading your efforts too thin can lead to stagnation across the board. The key to sustainable growth lies in strategic prioritization.

Identify Your Top Growth Challenges

Think critically about your association's current situation. Are you struggling to attract new members? Is revenue flat despite your best efforts? Are you seeing high member churn? Or perhaps your organization lacks the recognition and influence it deserves within your industry?

• Are you leaving money on the table by undervaluing your events, membership and education? Stagnant or declining membership and/or sales figures might indicate a need for a top-line revenue growth strategy.
• High expenses relative to revenue? This suggests focusing on bottom-line ROI by becoming more efficient in how you deliver value or acquire new members.
• Do you lack the critical mass to have the authority your organization needs? Or perhaps your members are retiring faster than young professionals are joining. Low new member sign-ups point toward the necessity of a member acquisition strategy.
• Are your member numbers stable, but only because new members replace non-renewals? High churn rates or member complaints about dues could mean it's time to adjust your member retention strategy.
• Is your association too often “not at the table” at important stakeholder discussions? Limited industry recognition calls for a focus on impact and influence.
• Are you regularly confused for the regulator or a university credential? Low visibility suggests a need to update your brand awareness strategy.

 The Power of Focused Strategy

Halmyre recommends identifying your top two challenges and focusing your growth strategies accordingly. Trying to implement strategies for all six types of growth simultaneously—or failing to recognize that different types of growth require different strategies—can dilute your resources and make it difficult to achieve meaningful progress in any single area.

Why Focus Matters:

• Resource Allocation: Concentrating your time, budget, and team efforts on a few key areas maximizes the impact of your investments.
• Clarity and Direction: A focused approach provides a clear direction for your association's activities and makes it easier to measure progress.
• Momentum and Synergy: Achieving success in one or two critical areas can create momentum and positively influence other aspects of your organization.

Interconnected Growth

It's important to remember that these six types of growth are interdependent. Improvements in one area can often lead to positive ripple effects in others. For example, fixing a member retention issue will also help top-line revenue because you retain the dues you already have. Similarly, increasing brand awareness can lead to higher member acquisition rates.

Strategic Selection is Key

The most effective growth strategy involves carefully selecting the one to three areas that are most critical to your association's current needs and future vision. By dedicating your energy and resources to these key areas, you will achieve significant and sustainable growth.

What to Do Next

This series has provided a framework for understanding how your association can grow. Now, it's time to put that knowledge into action. A Value Proposition Audit and Strategy by Halmyre assesses your current challenges, prioritizes your growth objectives, and develops targeted strategies that align with your unique value proposition.

For more in-depth guidance on developing and implementing effective growth strategies, we encourage you to talk to an expert at Halmyre. Don't forget to follow us on social media (see links in the page footer) and subscribe to our monthly Growth Lab Newsletter to stay updated on future series and insights designed to help your association thrive.