Association Growth Strategies

Memberships are the lifeblood of any Association and never before have Associations, rich in so much history, been faced with so much disruption.  At Leaders Pathway, I am your Membership Association Thought Leader & Influencer who has been making membership growth happen, consecutively year-over-year through known winning strategies and tactics.

I am not someone who just tells others what they could or should do to grow their member base, I am like you, I have walked in your shoes, stayed up late at night thinking of:

  • fresh, innovative ways to drive member engagement,
  • what to do next to acquire new prospects,
  • how to convert prospects to new members,
  • how to improve the retention of existing members
  • how to win-back the members that said “no thanks, no value, no relevance’

And, I did all that plus more with a Fresh Perspective, Out of the Box Thinking and ‘No Nonsense’ Approach.  Any association lacking a robust, diverse and thoroughly measured membership engine is vulnerable and very likely gobbled up by the next new disruptor.   As your Growth Strategist, your Membership Thought Leaders, I work directly with your Membership Leaders and Teams to tweak what’s needed, refuel what’s empty and revitalize what’s necessary.

Together, your membership strategy encompasses:

  • The member experience becomes a journey of highly memorable moments;
  • The billing engine becomes an automatic “pay now” behavior;
  • The growth strategies become personalized, relevant, and engaging.

After all, associations exist for their members, right?  So, if that’s the reason, then every association leader wants a reliable and continuous source of engaged, loyal members, willing to spend money on their products and services.  This is why associations formed in the beginning and why associations need to ensure they are reinventing themselves, their thinking and their approaches.  Colleagues, there is no silver bullet but you can clean the gun, reload and test your shooting skills.

“Velma is a strong leader who uses data analytics and great interpersonal skills to keep a team focused on the objectives. She demonstrates her ability to lead a team of professionals from various organizations and build momentum for both short term “wins” and sustainable growth & effectiveness.” – Donald Gagnon, CEO

Everyone needs someone to help him or her rethink his or her thinking.  That’s what I do!  I am your thinking partner!  Together we will work to devise a multi-channel marketing plan utilizing various marketing methods and channels to build awareness of your organization, attract and retain members, increase revenues, sell out trade shows, increase your value and engage your members.  In short get your membership growth back on track!

You may say “but we don’t have a renewal problem, we don’t have a growth problem, we are doing just fine”.  Perfect!  This is the time for you to take action, don’t wait until you have a burning platform to take action. You need to constantly fan the flames to keep a fire blazing and growing.  Associations reliant on only one single source of members or the same traditional products and services, or even worse, the original method of marketing, is extremely fragile and massively limited.

Direct mail continues to drive ROI; drive measurable results and drives membership associations.  However, there is more investment in marketing that’s needed.  Test, Test and Test again is what changes the results, but these tests need to follow the well-trodden path, putting hard earned cash into the kind of marketing activity everyone else is doing – might not be the kind that necessarily works for associations.  What about your communication audit?  I know about membership growth, and I know you that there is one thing to guarantee failure and mediocrity, it’s modeling the failure and mediocrity of the masses.  Membership is unique to the members and so should be your marketing!

“Velma was critical in supporting the various needs of 10 different clubs and in particular was foundation in helping drive the collective membership growth of the group by analyzing and leveraging best practices. Velma’s ability to adapt to the varied needs of clubs with varied levels of model sophistication was extremely impressive. She is a seasoned executive with an incredibly inviting and welcoming demeanor.” – Michael Tully, Independent Board Member, CEO


Small Business Growth Strategies

We work with you and your team to create your Growth Plans so that your business has all the needed pieces and parts to meet your customer growth goals.  As a small business owner myself, I know first hand what it takes to launch, grow and sustain a business.  I also know what is means to be short on resources, limited on budgeted funds and yet, face the need to invest to grow.  With Leaders Pathway, your success is our success!

As your partner, I come along side you and provide the following initial 3 benefits:

  1. Full Assessment of your business goals
  2. Craft Growth Plans that provide focused direction
  3. Monitor and evaluate results while adjusting for quick targeted impact

You are the expert of your business.  You know where you are going and where you want to go with your business.  It’s your vision and you are on a
mission.  You have people in place to help you achieve your goals.  So, why do you need me?  What can I do to help you grow your business?  Well, my friend, I have done what you are trying to do.  I have launched a successful small business, to the point where one of my clients hired me to join their leadership team.  That’s right!  The value that I was able to bring to their organization as an outside consultant made such a tremendous impact both on their results and their teams, that they hired me as a key leader on their team.  A position I held for three years, achieving consistent, year-over-year growth and exceeding all our goals.

“As a result of the consulting work Velma did for us, we had the opportunity to get to know her well. We were so impressed with her performance and style, that we hired her to be a part of the internal team.” – Donald Gagnon, CEO

Today, Leaders Pathway exists to help small business owners like yourself to achieve your goals.  It is my goal to partner with you and together, bring real value, relevant expertise and effective services to your business, your teams and your customers.  It’s time you stopped trying to do it alone.  You don’t have too anymore.  You can partner with Leaders Pathway to help you consistently generate the growth you so deserve.

Perhaps you are wondering what path should you take?  Well, there’s no right or wrong place to start.  We are ready to jump in where you need us.  Why take a path that someone else has developed?  Your business is unique in that you have your goals and your culture.  They are not like any other business.  We work with each client individually and provide relevant, personalized service.  Our expertise and services encompass:

  1. Exploratory workshops,
  2. Full-scale change programs
  3. Business strategy and planning
  4. Team building training
  5. Interim management for marketing, operations, business development and human resources
  6. Coaching for Executives, Emerging Leaders and Teams
  7. Marketing Plans and New Product Development
  8. And more…

“Velma is highly intelligent. She has a keen sense of marketing from a consumer viewpoint. She thinks both strategically and tactically to generate and execute plans to accomplish the sales and marketing goals for the business units and products she and her team support.” Bill Latta, President and former Senior VP, VP Marketing


So, let’s get started.  Just share your details below, click the button, and you will be set for an individualized growth proposal.  I will personally build your proposal, not someone on my team, me, personally.  But before you go ahead, there are 3 things I need to make sure you are aware of:

  1. You will be working with someone who has developed successful membership Growth Strategies, Facilitated Think Tanks and spearheaded Team Tiger best practice sharing for other association leaders like yourself.
  2. I never exchange, sell, share or rent any of your details – never – ever. Not to anyone at any time. It’s not negotiable.
  3. You have nothing to lose. If you receive no value from my growth proposal, none at all, you can simply reverse acceptance of our offer to help at any time and you’ve lost nothing.

So, go ahead, share your details below, click on the button now and get to work on achieving your results today.

We’ll always get back to you within one business day.