Approaching the year 2021, leadership at the American Society for Healthcare Human Resources Administration (ASHHRA) knew they needed to pivot in their organizational strategy if they wanted to have long-term growth. As a subsidiary of a large healthcare association, ASHHRA, the nation’s only membership organization for human resources professionals in healthcare, faced the challenges of revenue generation, membership growth and a lack of infrastructure that would prevent it from future success as a standalone association.
After seeking a strategic collaborator that could steer them through the transition to independence, ASHHRA decided to work with MCI USA as a full-service association management partner, thanks to the company’s robust organizational capabilities and expertise, and experience with numerous healthcare clients.
To set the stage for long-term growth and revitalization, ASHHRA and MCI USA developed a plan to build infrastructure within the association, overcome the financial challenges, revive in-person events, expand the membership pool, and launch new opportunities for revenue generation and member engagement.
Infrastructure: Over nine months, MCI USA rebuilt ASHHRA’s infrastructure from scratch — from introducing a new AMS to recreating contracts and other critical documentation and processes that would set the foundation for future growth.
In-person events: To help lessen the financial burden and engage members, ASHHRA decided to host its first in-person event since 2019. MCI USA’s extensive infrastructure and expertise were pivotal in making this event possible. Sales, housing and operations team members pulled together and, in a matter of three months, secured cost-effective housing and sponsorships and exceeded exhibit sales.
Joint membership collaboration with the Society for Human Resource Management (SHRM): To increase its membership base and exposure to a broader HR community, ASHHRA collaborated with SHRM to offer a joint membership option, giving members access to both organizations. This has resulted in up to seven new members a week and is expected to grow as marketing efforts expand.
Reassessing the chapter model: ASHHRA recognized that its chapter model was ineffective; many chapters didn’t have websites, events or active boards, which led to less value for members. To address this, ASHHRA decided to disband its chapters, offering former chapter members an opportunity to join the national organization at a discounted rate, giving them access to tools, resources and content developed by ASHHRA.
Organizational membership: ASHHRA explored the potential of selling organizational memberships, allowing companies to join and offer seats to their staff. By offering memberships to all their leaders and HR staff, ASHHRA not only increased its membership base but also strengthened its relationships with key industry players.
The transformation of ASHHRA through its partnership with MCI USA showcases a journey marked with challenge to renewed strength. The collaboration not only addressed the association’s immediate needs but also set the stage for long-term growth, increased membership, and the development of innovative programs and events. By using adaptive strategies and focusing on members, ASHHRA has been able to revitalize their operations in a way that will position them for longevity and success.
How strategic partnership helped one health care association exceed revenue goals year over year
