AOA Proposal
CA Membership Pilot Program
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Objective
Increase CA OD membership market share
Increase CA OD membership market share
- Learn what CA ODs need and want from AOA-COA-Society membership
- Test price point variations and membership options
- Adapt to changing environment and needs for long-term member retention and success
Considerations
Methodology
COA strategy:
Enlist a professional and reputable third-party agency to conduct a full-scope market study of CA ODs (both members and non-members) using tactics beyond surveying, such as incentive-based interviews, focus groups, etc.
AOA ask: Financially support a comprehensive CA OD market study
Financial impact: $30K investment
ROI to AOA: Greater understanding of the changing membership landscape in CA and beyond
COA strategy:
Using controlled membership segments, i.e. single societies, market new membership dues models and/or membership join options for a minimum of six months and measure success rates.
AOA ask: Recognize members and honor dues models for the duration of memberships for those that join
Financial impact: unknown increase - based on success rate
ROI to AOA: Membership growth; acquisition of new members that would not of otherwise joined
COA strategy:
Make strategic changes to member benefits, society models, and volunteer/governance structures to attract and retain new members.
AOA ask: Act as a partner through this process by working with COA to increase our mutual value proposition and potentially add new member benefits at the AOA level as well.
Financial impact: TBD
ROI to AOA: Adapt to changing marketplace to position our Association for long-term success and growth
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