by Natalie DeHart
November 27, 2023
An established and effective strategy to recruit members to join your organization is a critical component to grow associations and drive impact. In 2022, the National Demolition Association (NDA), a Smithbucklin client, sought ways to increase membership and engagement across the organization. With leadership from Smithbucklin staff, NDA volunteers strategized, conducted surveys, and focused on member needs to increase membership through the establishment of two new local NDA chapters.
Though it was not considered “official,” NDA has had a Southern California (SoCal) chapter for nearly 45 years—an example of a successful model for local networking given the chapter’s longevity—and NDA set out to replicate this experience through a re-evaluation of member wants and needs. In doing so, NDA volunteers and Smithbucklin staff concluded that NDA stakeholders placed their greatest value and emphasis on having in-person relationships with fellow demolition and construction professionals and other members of the organization. Although many members of NDA work for competing construction and demolition companies, a unique trait of the industry is that members remain connected and want to help one another succeed. These professionals often exchange information on the latest safety protocols and updates in the demolition world in an effort to collectively support one another and further the industry.
Given NDA’s prioritization of face-to-face networking, NDA fine-tuned strategic planning initiatives to focus on in-person engagement. Though the Annual Convention & Expo and quarterly member meetings previously aided in networking for NDA, local and regional events have proven to be just as, if not more, meaningful to stakeholders. After a request from members in Florida, NDA worked with Smithbucklin to create the NDA Florida chapter. Shortly thereafter, members in Michigan requested the creation of a chapter, and through a similar planning process, the NDA Michigan chapter was established. Texas, Ohio, and New England are all eager to begin the process for their areas in the next few months.
The development of these chapters brought about unique and creative ways for the organization to focus on member recruitment and engagement efforts. For example, chapter surveys were conducted to specify what benefits each chapter was interested in receiving. The findings resulted in the Florida chapter wanting more social engagement, and the Michigan chapter seeking more education and learning opportunities. It is also important to recognize that not all chapters and member needs are created equal, so a one-size-fits-all approach may not benefit all chapters.
To make sure the chapter structure would serve NDA’s strategic goal of increasing membership, no dues are required to join each chapter directly. Instead, NDA national membership dues allow members to participate in chapter business meetings. Fees for fundraising events or educational courses are payable to the chapter.
All chapters offer scholarships, charge event attendance fees, and participate in yearly assessments to track member recruitment and engagement. NDA also implemented the “bring a member, get a discount” offer on membership renewals to those members who leveraged existing relationships and recruited new members to the organization. Final attendee contact lists are sent to NDA national for prospecting to new members. They receive tailored follow-up membership messaging to encourage them to join the organization at large.
The election of a combined secretary/treasurer role, as well as a president for each chapter, takes place at the first business meeting along with the approval of chapter bylaws. These volunteer roles then work closely with a staff liaison who provides guidance, templates, and oversees financial controls. Regular check-ins help to ensure alignment across the organization.
Since establishing the new chapters six months ago, NDA has significantly increased member engagement at the local level and raised an additional $18,000 in scholarship revenue. The creation of these chapters was well-received by members, and NDA will continue prioritizing member needs to draw in more demolition and construction professionals to advance the organization.
Natalie DeHart is in Association Management at Smithbucklin.
Natalie DeHart
(she/her)
Association Management
Smithbucklin
Gina Brennan
(she/her)
Corporate Marketing
Smithbucklin