Sequence Consulting
.For over 20 years, we’ve helped associations break through challenges, accelerate growth, and maximize impact. With deep expertise in membership, revenue, and strategy, we partner with you to develop bold, data-driven solutions that turn vision into reality.
We help associations grow membership, revenue, and impact. With deep industry expertise and a tailored approach, we help associations increase membership, grow revenue, and drive engagement—backed by measurable results that create lasting impact. We don’t just promise growth—we deliver it.
Why Leading Associations Trust Us
Associations turn to us because we understand their world. We don’t just offer advice—we bring specialized knowledge and proven approaches that drive real progress.
Ensuring Your Team’s Success—Long After Our Work Is Done
True transformation comes from within. That’s why we equip your team with the tools, frameworks, and knowledge they need to drive growth long after our work together. We help build internal capacity, so your team can sustain success for years to come.
Let’s create your association’s future together
Watch our story to see how we bring Big Strategy thinking to membership organizations to help them achieve results they once thought impossible.
In 2001, Lisa and I started Sequence Consulting to bring world-class strategy to nonprofits and associations.
We believe associations change the world, and by helping them improve, we make the world better.
We’ve worked with amazing clients locally and globally and have had the same vision for each: to thrive and successfully fulfill their mission.
We’ve helped clients double membership, triple growth rates in less than a year, and multiply non-dues revenue by 10x.
What makes us different? Deep nonprofit expertise plus experience with Fortune 500 companies all brought back to serve associations.
https://www.youtube.com/watch?v=9iHq6vGEE18
Why do members really join associations?
(Hint: It’s not for the discounts, or even the benefits.)
If we treat membership like a product, members respond like customers.
They compare, price shop, and eventually ask, “What am I really getting for this?”
Membership isn’t a product. It’s a belief system.
People don’t join to get 10% off something.
They join because they want to belong.
They want to be part of something bigger than themselves.
The leaders who drive the most growth have figured this out.
They stop selling programs, and start leading movements.
From pushing benefits…
↳ to leading with purpose.
From listing programs…
↳ to making themselves indispensable to their members’ success.
From transactions…
↳ to transformation.
If you feel like your value proposition isn’t landing, this might be why.
Your members aren’t looking for another list of perks. They’re looking for where they belong.
Are you building your association like a product company or a community?
When associations align bold ideas with the right strategy, incredible things happen.
One of our clients put it best: “Working with Sequence, our organization grew ten times over, we entered entirely new industries and expanded our industry consortia by five times. All within three years.”
At Sequence Consulting, we help associations and nonprofits scale with purpose — unlocking growth through clarity, focus, and alignment with their mission.
Proud of the work, and even prouder of the impact.
Read more client testimonials here: https://lnkd.in/eyqNVqtE
#AssociationLeadership #GrowthStrategy #MemberEngagement #NonprofitGrowth #SequenceConsulting #ChrisVaughan #PurposeDriven #Leadership #StrategicGrowth #Impact
https://sequenceconsulting.com/sequence-consulting-client-testimonials/
I spent the first half of 2025 speaking with more than 100 leaders at associations, and here’s what they're most worried about:
No one knows what’s coming next. The ground is shifting fast, and uncertainty is the new normal.
Every leader feels uncertain about their membership, their revenue, and their value because there are real, immediate challenges:
- Threats to nonprofit status
- Scrutiny on DEI policies
- Vanishing federal grants
- Economic unknowns: tariffs, inflation, unemployment risks
Many entered this year expecting a strong year, and although it might still be, the anxiety is real.
If you’re feeling this pressure, you’re not alone.
It’s exactly the kind of challenge we help associations work through, because doing nothing is the only thing that doesn’t work.
I’m here if you’d like to chat more.
There’s no shortage of distractions in association life.
We see it in nearly every organization we work with.
→ Internal governance.
→ External pressures.
→ Economic stress.
→ Culture shifts.
And before you know it, the mission gets blurry.
These brilliant, committed teams are trying to serve their members while being pulled in a dozen directions every day.
It’s not about a lack of discipline or passion.
It’s just the reality of complexity.
Associations are uniquely exposed to both internal bureaucracy and external turbulence.
The temptation is to react and jump into every issue, every request, every conversation.
But if that becomes the norm, the focus shifts away from the one thing that matters most:
Members.
The strongest organizations we partner with are the ones that stay clear on that, even in chaos.
They build strategies that prioritize their members’ needs.
They resist the pull to do more for the sake of doing and focus on doing what matters.
In what ways do you see your organization dealing with distractions?
#StrategicFocus #AssociationLeadership #MemberDriven
#MissionClarity #NonprofitGrowth #LeadershipInsights #SequenceConsulting
There’s no shortage of distractions in association life.
We see it in nearly every organization we work with.
→ Internal governance.
→ External pressures.
→ Economic stress.
→ Culture shifts.
And before you know it, the mission gets blurry.
These brilliant, committed teams are trying to serve their members while being pulled in a dozen directions every day.
It’s not about a lack of discipline or passion.
It’s just the reality of complexity.
Associations are uniquely exposed to both internal bureaucracy and external turbulence.
The temptation is to react and jump into every issue, every request, every conversation.
But if that becomes the norm, the focus shifts away from the one thing that matters most:
Members.
The strongest organizations we partner with are the ones that stay clear on that, even in chaos.
They build strategies that prioritize their members’ needs.
They resist the pull to do more for the sake of doing and focus on doing what matters.
In what ways do you see your organization dealing with distractions?
#StrategicFocus #AssociationLeadership #MemberDriven
#MissionClarity #NonprofitGrowth #LeadershipInsights #SequenceConsulting
Your members don’t need more content.
They need to feel seen.
When we began working with ASHP, one of the most powerful shifts came not from what they were doing wrong, but what they weren’t seeing yet.
Like many scientific or professional associations, ASHP was laser-focused on delivering technical value:
- education
- practice tools
- advocacy.
All important. But not the whole picture.
Hannah Vanderpool identified the opportunity to “look at these people like whole people. Not just how you're going to solve their scientific, professional practice needs.”
For students and new practitioners, that meant addressing things like student debt, time management, and personal resilience.
Not traditionally “in scope.”
But absolutely essential to serving today’s members.
If you’re trying to connect across member segments, start by asking:
“Are we meeting their whole needs or just the ones we’ve always focused on?”
#MemberExperience #GenerationalEngagement #StrategicGrowth #AssociationLeadership #MemberValue #NonprofitInnovation #HolisticEngagement
Honored to Contribute to the Future of Association Research
I’m honored to share that I’ve been invited to serve on the 2025–2026 ASAE Research Foundation Research Committee.
It’s a privilege to contribute to the research that helps associations grow, adapt, and lead. I’m looking forward to learning alongside thoughtful peers and contributing to work that makes a real difference for our field.
If you’ll be at the ASAE: The Center for Association Leadership Annual Meeting in LA in August, I’d love to connect.
Grateful to ASAE for the invitation and for continuing to invest in research that moves our field forward.
#ASAE #ASAE25 #AssociationLeadership #ResearchThatMatters #MembershipMatters
Most leaders think that growth is only about chasing new members.
But the best strategy is beyond just acquisition…
The real win is holding onto the members you already have.
Hannah Vanderpool from ASHP said something that probably hits home for a lot of membership leaders:
“I really focused more on membership acquisition to fill the bucket of total membership… and I wasn't as balanced in looking at retention.”
That realization is one we see all the time.
Most associations focus heavily on bringing in new members.
↳ Acquisition gets the spotlight, the campaigns, the budget.
Meanwhile, retention runs in the background.
↳ Assumed, expected, and often underfunded.
But you can’t fill a leaky bucket.
Retention is the foundation of sustainable membership growth.
In ASHP’s case, rebalancing that strategy brought clarity and results.
What would change if you gave retention the same attention you give acquisition?
#MembershipStrategy #RetentionMatters #NonprofitLeadership #AssociationGrowth #DataDrivenStrategy #MemberExperience #LeadershipInsights
Sometimes the best business advice comes from the simplest wisdom. My dad told me, “Happiness is the goal.” It sounds straightforward, but it completely changed how I approach work and life.
I recently got to talk with Sadaf Beynon on her podcast Conversations That Grow about how my philosophy background led me to build a purpose-driven consulting firm focused on helping nonprofit associations reconnect with their true mission.
If you’re an entrepreneur, consultant, or leader looking to grow your business or team, listen to the full episode here: https://lnkd.in/e8ywTAqC
#Leadership #PurposeDriven #Nonprofits #Consulting #WorkLifeBalance #ConversationsThatGrow
https://podcasts.apple.com/dk/podcast/breaking-free-from-how-weve-always-done-it/id1661005157?i=1000706646538
Too many leaders wait for a crisis before they change.
But what if you could see it coming… and steer around it?
What if your next big win started before anything went wrong?
That’s exactly what impressed me most about ASHP.
They didn’t come to us in distress.
Quite the opposite.
- Membership was strong.
- Revenue was healthy.
- Engagement was good.
But they saw signs the future might not look quite the same.
So they reached out.
Not to fix a problem, but to stay ahead of it.
⠀
That kind of proactivity is rare and powerful.
Most of the time, we’re called in after the warning signs have turned into symptoms.
It’s triage.
But ASHP wanted to invest before it was urgent.
And it made all the difference.
They brought us in to dig into long-term membership data, trends, and market research.
And together, we uncovered what was working and what wasn’t going to keep working.
That’s the pivot point for growth. Not when things break.
But when things change.
⠀
If you're leading a mission-driven organization, ask yourself:
Are we already too late by the time we ask for help?
#StrategicGrowth #NonprofitLeadership #MembershipMatters #FutureProof #DataDrivenStrategy #ProactiveLeadership
Please join us in welcoming Elena Bateman to Sequence Consulting!
Elena brings a rare blend of data savvy, policy insight, and strategic agility to our work helping mission-driven organizations grow.
She’s worked across federal healthcare systems, Fortune 500 research, and public-sector consulting, and graduated summa cum laude from UCLA with dual degrees in Data Science and Public Affairs. That tells you something.
At Sequence, we look for people who are smart, curious, and driven to make change. Elena fits right in.
Welcome aboard, Elena—we’re glad you’re here!
We really believe in what our partners are doing.
ASHP is a great example.
They’re not just member-driven.
They’re member-connected.
And that makes all the difference.
American Society of Health-System Pharmacists is a special organization.
What stands out is something many associations struggle to build:
Real member intimacy.
Their staff doesn’t just serve the field.
Many of them are pharmacists.
They’ve lived the work.
They speak the language.
And that closeness to their members isn’t a side benefit.
It’s their superpower.
And you can feel it.
- The way they talk about their volunteers.
- The way they approach their mission.
- The speed they move.
- The outcomes they deliver.
It’s all driven by how deeply they understand and relate to the people they serve.
That’s the kind of organization we love to partner with.
At Sequence Consulting, we work with associations that are doing meaningful work, and help them grow it.
Not just in size, but in relevance, clarity, and strategic focus.
Because when a mission matters, scale matters too.
If you’re leading an organization that’s ready to deepen its impact and expand its reach, I’d love to connect.
Send me a message and let’s see what’s possible.
#AssociationLeadership #MemberDriven #StrategicGrowth #MissionDriven #MemberExperience #NonprofitStrategy #LeadershipInsights #PartnershipForImpact
Lisa Vaughan and I had the chance to spend a day at the American Diabetes Association Scientific Sessions, and we came away inspired and deeply impressed.
It’s hard to overstate how powerful it is to see thousands of people—researchers, clinicians, and innovators—come together around one shared mission: improving lives for those affected by diabetes.
What struck us most wasn’t just the science (which was incredible), but the heart behind it. Every conversation, every session reflected ADA’s deep commitment to making a difference.
#ADA2025 #ScientificSessions #AssociationLeadership #MissionDriven #HealthcareInnovation #AssociationGrowth #SequenceConsulting
What happens when your decisions have to serve 50 states, hundreds of institutions, and thousands of members?
⠀
Welcome to leadership at a national association.
Hannah Vanderpool from ASHP put it best:
“Working at the national level requires a whole new elevation of thinking.”
You’re not just making decisions, you’re orchestrating impact across a beautifully diverse, and often conflicting, landscape.
Every college of pharmacy, every state, every practice setting has its own needs and norms.
Leading in this space means constantly balancing precision with inclusivity, and it changes the way you think forever.
At Sequence Consulting, these are exactly the kinds of challenges we love to take on.
We help national organizations think bigger → act smarter → grow faster.
All without losing the local nuance that makes them unique.
Real transformation doesn’t mean flattening complexity.
It means building a strategy that embraces it.
⠀
If you lead in this space, you know how hard this is.
And how high the stakes are.
Are you making decisions that account for all the layers of your mission?
#LeadershipInnovation #MemberEngagement #StrategicGrowth #Associations #NonprofitLeadership #NationalOrganizations
Membership isn’t a given anymore. In today’s competitive landscape, associations have to earn it every day.
It’s not enough to offer benefits like discounts or events. Members are looking for real, personal value: support that helps them grow, connect, and succeed in ways they can’t find anywhere else.
In my article with CSAE, I explore how associations can move beyond transactions and create transformational value that drives deeper engagement and long-term loyalty.
The key is understanding what members truly need and delivering it in a way that makes membership indispensable.
Read here: https://lnkd.in/eyweGeUB
#Associations #MemberValue #Leadership #Engagement #SequenceConsulting
https://csae.com/blogs/delivering-true-value-how-associations-can-stand-out-in-a-competitive-landscape/
Last week in Tulsa, we had the honor of working with the Cornerstone League board on a strategic planning session focused on what’s next for credit unions—and how to lead boldly into it.
What stood out: clarity of purpose, depth of commitment, and a fierce belief in the value credit unions deliver to their communities.
This wasn’t just strategy—it was leadership in action. Sequence Consulting is proud to be part of the journey as Cornerstone charts a course for stronger member value, smarter growth, and greater impact.
#CornerstoneLeague #StrategicPlanning #CreditUnions #Leadership #AssociationGrowth #MemberValue #FutureFocused
Too many associations still treat innovation like a side project, something reserved for a task force or a special committee. But in a world moving from generational change to AI disruption, that’s no longer enough.
In my latest article with ASAE, I explore how forward-thinking associations are embedding innovation into their culture - not just their strategy.
If you’re an association leader wondering how to build something truly future-ready, read the full article here: https://lnkd.in/egTDJEX2
#AssociationLeadership #InnovationCulture #MemberValue #Associations #FutureOfWork #SequenceConsulting
https://www.asaecenter.org/resources/articles/an_plus/2025/04-april/building-a-culture-of-innovation-in-associations
A 30% discount to get new members in the door.
Sounds generous, right?
But what happens when the discount expires?
When we sat down with Traver McLaughlin, we learned some initial lessons about their community: Deep discounts don’t create loyalty—they delay hard decisions
Members value transparency more than flash offers
Pricing needs to reflect value, not just acquisition urgency
The $90 jump in dues after the discount vanished was more than a number.
It became a choice between staying engaged or dropping off.
American Diabetes Association made quick moves:
- Rebalanced the offer
- Focused on honest value communication
- Used special offers sparingly and strategically
Since the improvements, retention swung from -13% to +7%.
Amazing progress.
What does your pricing story tell your clients about your emphasis on retention?
#PricingStrategy #MembershipGrowth #RetentionMatters #StrategicThinking #AssociationLeadership #DataDrivenDecisions
Change is constant.
Here’s what adaptable leadership looks like in the Association world:
When Traver McLaughlin arrived at the American Diabetes Association, he walked into a tough reality: Membership declining 8% every year since 2007
The heart of ADA’s mission, Advocacy, was missing from the member experience
A community that felt more transactional than connected
But here’s what stood out about Traver:
Instead of resisting change, he leaned in.
While many leaders might have delayed action or defended past practices, he immediately embraced change with remarkable flexibility. Before: ADA talked at members; advocacy was invisible.
After: ADA listened to members; advocacy moved front and center.
Before: A rigid, outdated model.
After: A flexible, phased approach that allowed for experimentation and realignment.
The results?
A complete reimagining of how ADA connects with members - shifting from talking AT people to talking WITH them, and building genuine community rather than transactional relationships.
Leaders who can adapt quickly, embrace uncomfortable truths, and transform challenges into opportunities build transformative organizations.
Has your organization faced similar membership challenges? How adaptable has your response been?
#MembershipInnovation #AdaptiveLeadership #AssociationTransformation #MemberEngagement #ChangeManagement
What a great experience presenting at the inaugural 2025 Virginia Society of Association Executives AI Summit!
I had the opportunity to speak about how artificial intelligence is reshaping associations—and why strategy, not just technology, must lead the way. As AI tools evolve at breakneck speed, we can't afford to sit back and react. Our members won't wait.
I shared the four P's of AI strategy for association leaders:
Purpose -- Align AI with your mission and member value
Policy -- Establish ethical, legal, and operational guardrails
People -- Upskill your people and create safety for innovation
Practice -- Apply AI to real problems with measurable impact
We talked about real-world applications—from member service chatbots to AI-driven marketing—and the foundational importance of data fluency. AI is only as good as the data we feed it.
My favorite takeaway? Artificial intelligence is a strategic leadership issue—not just a tech trend. Strategy is your best software.
Thanks to VSAE and the Virginia Society of CPAs for the invitation and for hosting such a great event. If you'd like a copy of the AI policy template I shared, message me.
#Associations #ArtificialIntelligence #MemberEngagement #Leadership #VSAE #AIForGood #NonprofitInnovation
In 2025, associations are at a crossroads. Traditional engagement tactics are no longer as effective, younger members are harder to connect with, and value propositions are being redefined.
At Sequence, we’ve just released 2025 Association Trends: What Smart Leaders Are Doing Differently, a report that sheds light on the opportunities and challenges associations will face in the coming years. While 63% of associations expect growth, deeper issues lie beneath the surface.
Smart leaders are focusing on new strategies to adapt to these changes. Our report breaks down what’s working and where to focus efforts to ensure long-term success.
Let’s make sure your association is prepared for 2025 and beyond. Read the full report here: https://lnkd.in/e96u7keA
#2025Trends #AssociationLeadership #StrategicGrowth #MemberEngagement #SequenceConsulting
The toughest decisions associations face aren't about what to invest in.
They're about what not to invest in.
Here’s how we’ve seen AI help solve that dilemma—by showing you exactly what your members want…
(Even before they ask.)
One of our clients had written off the idea of a digital community.
“Our members don’t want that,” they said.
Then they used AI to analyze their data.
The data told a different story.
The demand was there. Strong. Undeniable.
That insight gave them the confidence to invest in a digital community platform—and today, it’s one of their most successful offerings.
This is the power of analytics: It uncovers unmet needs
It reveals hidden patterns
It helps you make smarter, bolder decisions—faster
Another common use?
Predicting member defection.
By analyzing behavior patterns, AI can flag members at risk of not renewing before they churn.
That lets you act early, and personally, to bring them back.
What used to be guesswork is now opportunity.
What’s one assumption your data might challenge?
I love seeing what happens when associations are brave enough to face reality and make real change.
After facing an 8% membership decline, Traver McLaughlin and his team at ADA got brutally honest about their situation.
Now they're seeing 5% growth in just five months!
What made the difference?
They realized they were stuck in old patterns:
- Over-reliance on print materials
- Minimal digital engagement
- Not actually listening to what members wanted
Their transformation wasn't about chasing "bright and shiny" solutions.
Instead, they focused on basics: "Let's just pay attention to people and see what they need."
This is what we've seen time and again in our 20+ years working with associations.
The most successful transformations happen when organizations stop assuming they know what members want and actually listen.
Are you hanging onto how you've "always done things" rather than meeting members where they are today?
#AssociationGrowth #MemberEngagement #DigitalTransformation #MemberRetention
Lisa and I have spent over two decades partnering with associations that are ready for transformational growth. Whether it’s increasing membership, driving revenue, or creating deeper connections with your members, we know what it takes to turn bold goals into reality.
At Sequence Consulting, we don’t just help associations adapt—we help them lead. If your organization is ready to reimagine what’s possible and achieve its full potential, let’s start a conversation.
Learn more about how we can help: https://lnkd.in/dgHPJzB
#AssociationLeadership #MembershipStrategy #GrowthMindset #ChrisVaughan #SequenceConsulting
As we move through 2025, associations are facing pivotal shifts. Rising expectations, evolving member needs, and an increasingly competitive landscape are making it clear: staying relevant requires more than just adaptation; it requires transformation.
In our 2025 Association Trends Report, we explore the key challenges associations are facing this year. The report offers clear, actionable insights for leaders who want to lead with confidence and clarity, setting their organizations up for long-term success in a rapidly evolving environment.
Read the full report here: https://lnkd.in/gCcYuDNr
#AssociationLeadership #MembershipStrategy #2025Trends #StrategicGrowth #ChrisVaughan #SequenceConsulting
We had a client create 10,000 unique versions of a newsletter.
With AI, associations are finding ways to meet members 1-to-1.
Not long ago, that kind of personalization was out of reach.
Not because associations didn’t care about the member experience—but because the tools didn’t exist.
Every member got the same message.
Same newsletter. Same value prop.
Because anything else felt impossible.
To personalize meant you had to: Understand each member’s needs
Create custom content
Deliver it at the right time, in the right way
That’s not just time-consuming—it’s overwhelming.
But AI changed that.
Now, associations can use data to understand what matters to each member—and automate what used to take weeks.
They can: Discover what members value based on behavior
Generate tailored content instantly
Deliver it through the right channel, at the right time
Personalization is no longer a nice-to-have.
It’s a strategy—and one that members are coming to expect.
Because when members feel seen, they stay.
And when you meet them 1-to-1, you don’t just grow—you build loyalty that lasts.
What are some experiments you can test to meet your members where they are?
On the Ground with the American Psychiatric Association
We’re at the American Psychiatric Association 2025 Annual Meeting in LA this week—and we’re not just attending, we’re listening.
Our team is here to connect directly with APA members, hear their stories, and better understand what drives their work and what they need from their professional community.
There’s no substitute for real conversations with real members when it comes to shaping strategy. It’s one thing to analyze data—it’s another to look someone in the eye and ask, “What matters most to you?”
Thanks to APA for the opportunity to be part of this important gathering. We’re honored to support your mission and the professionals at its heart.
#associations #memberengagement #strategicgrowth #APA2025 #associationstrategy #SequenceConsulting
We’re watching a quiet revolution unfold. Associations are using AI not just to save time, but to make better decisions, reach the right people, and deliver what their members value most.
What’s exciting isn’t the technology itself—it’s the outcomes. We’ve seen associations predict which members are likely to lapse before they go silent. They’re simulating new membership models before making costly changes. They’re moving from mass communication to genuinely personalized outreach. And they’re finding and converting the right new members through smarter, data-driven marketing.
This isn’t about replacing people. It’s about empowering association professionals with sharper tools, better insights, and scalable strategies to deliver greater member value.
If you’re wondering where AI fits in your association’s strategy, the answer may be simple: wherever your members expect more.
Let’s make smart the new normal. Read my full article with ASAE here: https://lnkd.in/e_3SDtqX
#AI #Associations #MemberEngagement #Leadership #DataDrivenStrategy #AssociationInnovation
https://www.asaecenter.org/resources/articles/an_plus/2025/03-march/smart-moves-how-ai-is-shaping-the-future-of-associations
AI is everywhere—but AI fluency? That’s still rare.
We’re seeing a wave of workshops, webinars, and events focused on AI.
That’s a good start.
But fluency goes deeper: It starts with data mastery.
AI is only as smart as the data you give it.
Yet in many associations, fluency in their own data is still limited.
Without it, effective AI just isn’t possible. It requires a culture of innovation.
AI doesn’t thrive in legacy thinking.
You need space to test, to learn, to fail forward. That means prototyping, experimenting, iterating—and doing it quickly. And it demands leadership vision.
AI fluency isn’t just technical—it’s strategic.
It’s not just about tools. It’s about transformation.
Are we building the right conditions to use AI?
At Sequence Consulting, our mission is simple and ambitious: To help associations achieve transformational growth in membership and revenue.
We’ve spent over two decades partnering with leading associations that are ready to move beyond incremental change. The ones who understand that real growth requires clarity, alignment, and the courage to think differently.
If you’re looking to deepen member value, drive sustainable revenue, and lead with purpose, we’d love to help you get there.
Learn more about what we do: https://lnkd.in/dgHPJzB
#AssociationLeadership #StrategicGrowth #MembershipStrategy #TransformationalGrowth #ChrisVaughan #SequenceConsulting
https://sequenceconsulting.com/
What if your organization’s greatest growth opportunity isn’t something new—but something that’s been hiding in plain sight?
I recently joined The Next Interview podcast to talk about how meaningful growth happens in membership-driven organizations. We explored the hard truths behind outdated strategies, siloed goals, and cultures that avoid honest conversations—and what it takes to lead through them.
This conversation is for leaders who are ready to move beyond the status quo and take on the real work of transformation.
You can listen to the full episode here: https://lnkd.in/etJNmeQY
#AssociationLeadership #GrowthStrategy #Membership #OrganizationalChange #AI #ChrisVaughan #SequenceConsulting
https://podcasts.apple.com/au/podcast/how-great-leaders-build-unity-and-growth/id1760847861?i=1000703468113
Associations have always had their own lanes.
Their own missions.
Their own space.
But the competition for member attention?
That’s never been fiercer.
For-profit companies are aggressively moving into traditional association territory:
↳ Publishers competing for content distribution
↳ Training companies offering specialized education
↳ Tech platforms creating community spaces
↳ Content providers delivering industry insights
And now—AI.
The hard truth?
Commercial entities are typically ahead in AI adoption.
They’re already leveraging these technologies to deliver hyper-personalized experiences that members are coming to expect everywhere – including from your association.
This creates a double challenge:
1. The opportunity cost of not innovating (falling behind).
2. Rising member expectations shaped by their best digital experiences elsewhere.
What we're seeing with our most successful clients:
They’re approaching AI not as a tech implementation—but as a strategic imperative.
They’re asking:
“What member experiences could we uniquely deliver with these tools that our commercial competitors cannot?”
The competitive advantage for associations remains strong:
- Trusted positioning.
- Deep industry knowledge.
- Authentic community.
The question isn’t whether to adopt AI—
It’s how to deploy it in ways that amplify these unique strengths.
How are you staying ahead of the curve while staying true to your mission?
We just analyzed an association running 80 simultaneous programs with a small staff. Here’s why it’s crucial to “stop starting” and to “start stopping” to drive consistent member engagement:
The organizational hoarding phenomenon is very real in the association world.
Associations struggle to stop doing things.
↳ Programs stick around for decades—even when no one remembers why they started.
↳ Resources are stretched too thin.
↳ Every new initiative pulls attention away from what truly matters.
↳ Members feel overwhelmed, not engaged.
↳ More programs don’t mean more value—they mean more noise.
We use a Start / Stop / Continue framework to help associations prioritize what actually works.
→ Start new initiatives—only if they align with core goals.
→ Stop programs that no longer serve members or drive impact.
→ Continue what’s delivering real value.
When we applied this with our client, we helped them focus from 80 scattered programs down to the vital 20 that actually mattered to members.
If everything is a priority, nothing is.
Is it time for some spring cleaning of your association?
AI is transforming how associations serve their members — but are we using it strategically?
In my latest article with ASAE, I explore how leading organizations are using AI to:
- Predict and prevent member lapses
- Personalize engagement at scale
- Make smarter, data-driven decisions
It’s not about replacing people — it’s about empowering them.
Read the full piece here: https://lnkd.in/e_3SDtqX
#associations #AI #memberengagement #digitalstrategy #associationleadership
https://www.asaecenter.org/resources/articles/an_plus/2025/03-march/smart-moves-how-ai-is-shaping-the-future-of-associations
"Our membership just gives you cheaper event tickets" was the painfully honest revelation that shocked this association into action. Here’s how we turned it around:
Over time, this organization had drifted.
Their value proposition had essentially become a discount code!
But after digging through member conversations, there was still a tremendous amount of opportunity: Young executives wanted more professional development opportunities.
Corporate teams wanted flexible ways to engage beyond formal events.
Members craved bite-sized, frequent interactions instead of just big annual gatherings.
Associations serve its members, so simply going back to the source and listening is all that it takes to find a path forward.
Here was the beautifully simple and straightforward strategy:
→ We expanded engagement beyond big-ticket events.
→ We simplified the membership model to be easier to buy.
→ We made the value immediately clear—so members didn’t have to think twice about joining (or renewing).
“We’ve always done it this way” is never the answer.
This organization listened, pivoted, and tripled their membership in 24 months.
What's your association's honest value proposition right now?
Associations talk about innovation — but how many truly live it?
I'm excited to share my latest article for ASAE: The Center for Association Leadership: "Building a Culture of Innovation in Associations." Read it here: https://lnkd.in/e57GK4zA
In today’s environment, innovation can't be an afterthought — it has to be baked into the DNA of our organizations.
In this piece, I explore: Why innovation often stalls despite good intentions
How to move beyond “innovation theater” to real, lasting change
Practical steps leaders can take to make innovation part of their culture
Whether you're leading a large association or a small but mighty team, creating an authentic culture of innovation is no longer optional — it's essential for growth, relevance, and impact.
At Sequence Consulting, we partner with associations every day to turn vision into action, helping them embed innovation in ways that deliver lasting member value and sustainable growth.
If you're thinking about what’s next for your association or reimagining your path forward, I’d love to be a resource as you chart your next chapter.
#Associations #Leadership #Innovation #Strategy #AssociationGrowth
https://www.asaecenter.org/resources/articles/an_plus/2025/04-april/building-a-culture-of-innovation-in-associations/?utm_medium=email&utm_source=rasa_io&utm_campaign=newsletter
In today’s competitive landscape, associations must do more than offer a list of benefits — they need to deliver real value to stay relevant and retain member loyalty.
In my article with CSAE, I examine how associations can shift from transactional benefits to transformational value by focusing on personalization, community, advocacy, and continuous professional growth.
By addressing members’ most pressing needs, fostering deeper connections, and leveraging thought leadership, associations can create lasting engagement and truly stand out in a crowded market.
The key to success? Understanding what members truly value — and consistently delivering it.
Read the full article here: https://lnkd.in/eyweGeUB
#associations #memberengagement #leadership #value #strategicgrowth
https://csae.com/blogs/delivering-true-value-how-associations-can-stand-out-in-a-competitive-landscape/
From “unusable” to a $47M business unit in just 3 years.
Here’s what we learned.
This association had an extraordinary amount of proprietary data—completely unique to their industry and unavailable anywhere else.
The problem? It wasn’t being monetized.
Our team at Sequence Consulting built a solution that preserved data integrity and created meaningful commercial value by leveraging the association’s existing strengths.
The big takeaway:
Every association is sitting on unique assets. Sometimes, all it takes is a fresh perspective to unlock their full potential.
The real question isn’t “What data do you have?”
It’s “What creative ways exist to leverage what makes you uniquely valuable?”
If you’re curious about how to do this for your organization, let’s chat.
Membership isn’t broken—but it is due for a reimagining.
I was honored to speak at @DFWAE Association Day on the panel, “Membership Reimagined: Redefining Value, Marketing Smarter, and Growing with Purpose.” Together with Mollie Pillman (ACEP), Meredith Daniels (Marketing General), and moderator Mark L. Jones, CAE (Blue Sky eLearn), we tackled the big questions facing associations today: How do you define value when members' expectations keep evolving?
What does “smart marketing” really mean when capacity is stretched thin?
How can growth be both strategic and sustainable—especially in a world full of economic uncertainty and digital noise?
We talked AI, hybrid models, and the importance of letting go of legacy assumptions about membership. It was a lively, honest, and hopeful conversation—and I walked away inspired by the work so many association leaders are doing to meet the moment.
If you’re rethinking your membership model, messaging, or growth strategy, I’d love to connect and compare notes.
With a special shout out to my terrific publicist, Taylor L. Cole, APR, who somehow always manages to make me look good.
#ADAY2025 #Associations #MembershipGrowth #MemberEngagement #DFWAE #AssociationLeadership #ValueProposition #SequenceConsulting
If you lead a membership organization and want to grow faster, deliver more value, and do it all with clarity—this conversation is for you. I share what’s working now, and what isn’t, from 20+ years in the trenches with the world’s top associations.
I joined Paul Higgins on his podcast to talk about an important, often overlooked opportunity for tech consultants: associations.
We covered how to find the right associations quickly, why they're investing in platforms like Salesforce, and where they’re struggling most with technology.
If you’re in the consulting space and looking for new growth areas, this is worth a listen.
Listen here to learn more: https://lnkd.in/ecJ9QjQe
#Associations #TechConsulting #Salesforce #MembershipGrowth #SequenceConsulting
https://www.youtube.com/watch?v=gGUKh2IPsPk
Excited to speak at DFWAE A-Day in just 3 days!
Join us for “Membership Reimagined” — a high-energy happy hour session on redefining value, marketing smarter, and growing with purpose.
I’ll be sharing the stage with Mollie Pillman, Meredith Daniels, and moderator Mark L. Jones, CAE. We’ll dive into how associations can evolve in the face of rising expectations and digital change.
Let’s rethink what membership can be. Hope to see you there!
#DFWAE #AssociationLeadership #MembershipStrategy #MarketingSmarter #ADay2025
Exciting news! I’ll be speaking at DFWAE on April 14th! I’ll be sharing insights on the power of associations and how they can be game-changers for your business. If you’re in the area, I’d love to connect and discuss how to grow your organization through strategic partnerships.
Looking forward to meeting everyone there!
#FortWorth #PublicSpeaking #Associations #Networking
For years, associations had a monopoly.
Today? The competition is vast (and often free).
But here’s the reality many associations are still in denial about:
The membership model that worked 20 years ago is no longer what members actually need. Need industry news? Google delivers it instantly.
Need training? Countless online courses exist.
Need networking? LinkedIn can build a community in minutes.
For decades, associations thrived with an effective monopoly on professional connection.
Now? They no longer have a monopoly on value.
Forward-thinking associations are adapting.
They’re asking: "What can we offer that Google, LinkedIn, and commercial events CAN’T?"
The answer?
A combination of: Trusted curation
Exclusive access
Professional authority
Authentic (not algorithmic) community
Would your members still choose you if they had other options?
Because they do.
#MembershipGrowth #AssociationLeadership #CompetitiveAdvantage #NonprofitStrategy #FutureOfAssociations
After supporting more than 50+ associations review their segmentation, here’s the most common change we make to improve overall performance:
Moving from traditional life cycle segmentation to interest-based segmentation.
Here’s what we’ve learned:
DO:
- Use data to find real interest patterns.
- Personalize content based on what members actually engage with.
- Leverage third-party data when possible to predict preferences.
- Make it easy for members to self-select their interests.
- Continuously refine segments based on actual behavior.
DON’T:
- Assume age or career stage equals interest.
- Over-segment to the point where messaging is impossible to manage.
- Treat segmentation as a one-time task—interests evolve.
- Assume members will find relevant content on their own.
- Ignore engagement metrics—let data guide the way.
The capability gap most associations fear isn't real - you already have the data needed to transform your approach.
Test and apply different lenses to deliver the most value to the right people at the right time.
Are you delivering content members actually care about?
#MembershipGrowth #Personalization #InterestBasedMarketing #AssociationLeadership
Your mission hasn’t changed, but your members have.
We’ve identified 3 warning signs your association may be unknowingly pushing members away.
Here’s the fascinating truth I’ve observed while working with hundreds of associations:
Mission drift isn’t usually the problem... member drift is.
Even the most mission-driven associations can take their membership for granted without realizing it. It’s not intentional—it’s a slow erosion that happens while you’re busy doing important work.
Ask yourself these three questions to spot the warning signs:
When was the last time you reexamined your value proposition through your members' eyes (not yours)?
↳ If your answer starts with "We assume members want..." you might be heading for trouble.
Have your member communications become "crusty"?
↳ Be honest—are you recycling the same messaging from five years ago while your members' expectations have evolved dramatically?
Do you assume your members will always be there just because they always have been?
↳ Slight drops in renewal rates or first-year member retention are like check engine lights—ignore them at your peril!
Recommit to member-centricity.
Your mission has multiple pathways to success, but all of them should include serving your members exceptionally well.
What's one small but meaningful way your association could show members they're not being taken for granted this week?
#MembershipGrowth #AssociationLeadership #MemberEngagement #NonprofitStrategy #RetentionMatters
We stopped saying "we're great" and started showing "you're great" — and everything changed. Turns out people join organizations where they can actually see themselves!
After helping transform a medical association struggling with engagement, here’s a 4-step guide any association can follow to make that happen:
STEP 1: Segment your audience
↳ Not all members want the same things. Identify what matters most to them and tailor your messaging accordingly.
→ Action step: Analyze your most engaged vs. least engaged members. What content/benefits do your champions consume that others don't?
STEP 2: Tailor your messaging
↳ Develop targeted communications that speak directly to each segment's priorities.
→ Action step: Re-write one email campaign to lead with the specific benefit most valued by that particular segment.
STEP 3: Make members the hero
↳ Your organization isn’t the star—your members are. Pivot all communications to place your members as the heroes of the story.
→ Action step: Replace stock photos with real member images in heroic positions. Show THEM as the stars, not your organization.
STEP 4: Simplify the experience
↳ Even the best messaging won’t work if it’s buried behind clunky navigation or a complicated signup process.
→ Action step: Try joining your own association. How many clicks does it take? How clear is the messaging? Fix what feels frustrating.
The result? Members who say: "Yes, this is for me."
What story are you telling with your association messaging? Is your messaging making members feel seen?
#MembershipGrowth #AssociationMarketing #MemberEngagement #NonprofitLeadership #MarketingStrategy
Put the right stuff in front of the right people at the right time.
Here’s why associations struggle with membership growth:
Most associations have dozens, if not hundreds, of valuable offerings.
But here’s the problem—members won’t search for what they need.
They expect you to bring it to them.
And you only get 45 seconds of attention in an email to do it.
Throwing your association’s 100+ benefits at members all at once?
That’s a recipe for disengagement.
The breakthrough came when we identified what different member segments truly cared about: Advocacy-focused members needed to hear about policy wins FIRST
Practice-improvement enthusiasts needed to see those resources FIRST
Clinical education seekers needed those opportunities FIRST
Instead of expecting members to walk through the buffet line…
We built a personalized menu.
How are you putting the right stuff in front of the right people?
#MembershipGrowth #AudienceEngagement #Associations #NonprofitLeadership #MarketingStrategy
Great strategy starts with great conversations.
Tuesday, Lisa Vaughan and I had the privilege of attending the Illinois Hotel & Lodging Association board meeting to discuss their membership and governance strategy. Engaged leadership, thoughtful discussions, and a passion for the industry—it’s inspiring to see an organization so dedicated to its mission and members.
Big things are ahead, and we’re excited to be part of the journey.
Thank you to Michael Jacobson, the IHLA board, and the leadership team for giving Sequence Consulting the opportunity to partner with you!
#Leadership #Strategy #AssociationGrowth #BoardMeeting #FutureFocused
When organizations that have existed for 50+ years face declining membership, it's rarely due to lack of caring—it's about overcoming natural innovation roadblocks.
Here are some of the barriers I’ve seen hold associations back:
→ Institutional Inertia: "It's worked for the last 50 years..."
→ Risk Aversion: "That might work elsewhere, but not here..."
→ Resource Constraints: Technical capabilities gap
→ Psychological Barriers: Fear of failure paralyzing action
We recently helped a client facing "dangerous decline" add 8 percentage points to membership in just 6 months through small, strategic shifts.
There was no radical overhaul or change management program.
But it transformed the organizational psychology from "Can this be fixed?" to "We're going to thrive again!"
What’s one change your association has been hesitant to make?
#AssociationLeadership #Innovation #MembershipGrowth #NonprofitSuccess #ChangeManagement
Great meeting with Lisa Vaughan in Trondheim with our terrific client IEEE Computational Intelligence Society, planning their strategy for the future as the worldwide leaders in the science behind AI.
Brilliant minds and great ideas. Grateful to be a part if it!
Sequence Consulting
Only 1 in 10 members could name anything their association did beyond publishing a journal.
That’s a visibility crisis.
We turned it into 300% membership growth—with a simple 20-minute solution.
Here’s how:
A leading medical association was facing stagnation.
The first red flag? Neutral to negative member sentiment.
When surveyed, most physicians didn’t see the association as “for them.”
Worse? They had no idea about the incredible work it was doing. The problem wasn’t value.
The problem was visibility.
This association was delivering EXACTLY what members wanted—research, education, and advocacy.
But members had no idea these initiatives existed.
So we ran an experiment: "20 Minutes with Tim" If we had just 20 minutes with a physician to explain everything the association did, they got excited. They wanted to join.
The key? Framing the conversation around their needs—not the association’s agenda.
The result? A repeatable strategy that led to triple the membership growth rate in just one year.
The lesson learned? Your members don’t always see the value you bring. If they don’t know, they won’t stay.
Would your members describe your impact the way you hope they would?
#MembershipGrowth #StrategicLeadership #Associations
Here’s a stat associations aren’t watching: average age. If your membership is flat but the average age is rising, your membership is about to shrink:
Aging membership = Future decline (it's just math)
Aging leadership = Disconnect from younger generations
You can fix this though.
The most successful associations I work with track average member age and build intentional strategies to attract and retain younger members.
The goal here isn’t to just focus on younger members, but it’s creating a long-term focus that includes meeting younger members’ needs and diversifying the leadership with members that can help bridge between a transitional member base.
When was the last time you looked at your association's average member age? And more importantly—what are you doing about it?
#AssociationStrategy #MembershipGrowth #GenerationalDiversity #LeadershipDevelopment #StrategicPlanning #FutureOfAssociations
Happy Tenth Work Anniversary, Abigail Bean! Abbey started at Sequence Consulting in 2015 as our admin and has grown into a boss consultant, a fine leader, and our most valuable player. We couldn't do it without her.
Thanks to Abbey for all the hard work, deep care, and commitment to excellence you put into caring for our clients. They and we appreciate you!
Lisa Vaughan
For most businesses, financial growth is the goal. Period.
For associations? Growth is just one of many competing priorities.
→ They need to grow membership.
→ They need to serve their mission.
→ They need to grow revenue.
Oh, and by the way, most associations have a publishing business, a training business, an events business, and maybe even a for-profit and a charitable foundation.
Add in the secret ingredient, “pathological democracy”, where everyone needs to agree before anything happens, and growth feels quite ambiguous and complex.
So what’s the solution? Make membership growth everyone’s job.
One of our clients decided to make every department own the membership growth goal.
The publishing team? Aligned with membership.
The training team? Driving membership.
Events? Supporting membership growth.
Everyone was now asking the same questions, driving towards the same goal: membership.
Thoughts? Is this a good idea in your opinion?
#AssociationLeadership #OrganizationalAlignment #StrategicGrowth #TeamAlignment #MembershipGrowth #AssociationStrategy
We hear it all the time:
"We do amazing things… but members just don’t engage."
Here’s the hard truth: They don’t know what you do.
Unlike a lot of for-profit businesses, if your members don’t see your value, you have a communication problem, not a value problem.
Your members can't appreciate what they don't know exists.
Here's a fun challenge for association leaders: Join your own association (shocking how many don't!)
Sign up for your email lists
Try to renew your membership
Search for your "best" content
Time how long each task takes
Share your results below.
Our team joins every one of our clients’ associations. It’s impossible for us to help if we aren’t actively engaging with the experience, so I encourage you to do the same. Experience what your members experience.
Share your experience going through your own membership process. Don’t be shy!
#AssociationLeadership #MemberExperience #MembershipGrowth #UserExperience #AssociationStrategy
2024 was a banner year for associations. 60% reported growth in membership and revenue. Optimism was high. A rising tide lifted all boats. Even associations that weren’t firing on all cylinders still had a great year.
But here’s the reality:
We’re stepping into uncertainty, and uncertainty is rarely good for membership.
The best associations aren’t just celebrating—they’re preparing.
Here’s a quick exercise we’ve been doing with our clients:
→ What worked? Make a list of what drove growth last year. Double down.
→ What was luck? Be honest—did the environment help, or did strategy?
→ What’s fragile? Identify areas vulnerable to economic shifts or engagement drops.
→ What needs to evolve? Where are you overdue for change?
What steps is your association taking to build resilience in 2025? Share your strategies below!
#AssociationLeadership #StrategicPlanning #MembershipGrowth #OrganizationalResilience #FutureOfAssociations
Associations, by nature, are inward-focused. They often only see what’s happening in their own association, and they are led subject-matter experts. And that’s okay—because their job is to serve their profession.
But here’s the challenge...
- They’re not marketers.
- They’re not business strategists.
- And they don’t always have the outside perspective to see what’s truly possible.
And that’s okay – that’s not their core skill set.
The associations experiencing breakthrough growth are those brave enough to:
Seek outside perspectives—there’s always something to learn.
Talk to other associations—because the challenges are shared.
Be open to change—even when it’s uncomfortable.
We are brainstorming some ideas to bring associations together to facilitate conversation. If you’re interested in staying in touch, send me a message and I can keep you posted.
#AssociationStrategy #OrganizationalInnovation #StrategicGrowth #LeadershipTransformation #AssociationLeadership
Associations have a superpower – they bring people together in ways that no person/organization can. Despite playing a really important role, most people probably overlook their impact.
If you’ve ever been to a game-changing event, joined an industry forum, or read a must-know publication, chances are an association made that happen.
They connect professionals, foster communities, and create spaces where ideas and industries grow.
And yet, for all their strengths, change is a challenge.
2024 was a powerfully encouraging year for most associations (even for those that didn’t necessarily evolve with the changing landscape).
But 2025 has some uncertainty, and associations that adapt will thrive.
If you’re in an association, what’s the biggest priority for 2025?
PS - Associations have been around since the American Revolution, so I get that change is hard, but even the 200-year-old association will need to keep up with changing member needs.
#Associations #Leadership #Innovation #GrowthMindset
Looking to take your association to the next level? Sequence Consulting specializes in helping organizations achieve exceptional growth—doubling memberships, tripling growth rates, and multiplying nondues revenue by 10X. With our unique expertise in both nonprofits and Fortune 500 companies, we bring unmatched experience to drive impactful results.
Watch our video to discover how we can help your association thrive, just like we’ve done for clients like AARP, APA, and the American Medical Association.
https://buff.ly/3DMwKJD
I had a terrific time at the Boutique Consultants Forum (BCF) in West Palm Beach, meeting with awesome new friends who share all the joys and challenges of owning a small consulting firm. Great group, great learning, great fun!
Thanks so much to David A. Fields for hosting and everyone there for sharing so much wisdom.
Andrea Schnepf Carol Williams, CRM Christian Milaster Geoff Wilson Greg Herring Humberto Rodriguez Jennifer Merritt Kevin "Stubby" Campbell Kim Lundgren Kris McMenamin Laurent Guinand, Ph.D. Rene Yamin Tirrell Payton
I recently had the privilege of being a guest on The Game Changer with Chicke Fitzgerald, where we discussed strategies for association success.
We discussed aligning audience needs with unique strengths for a competitive advantage, shared how the right strategies drove 3x growth, increased membership, and boosted revenue by 10X, and explored how COVID pushed associations to rethink, take risks, and shift from fear to inspiration.
It was a great conversation on how associations can adapt and thrive in a changing world.
Listen to the full episode here: https://buff.ly/4h4v8sZ
#GameChangerPodcast #Leadership #Innovation #Growth #Associations #Strategy
https://buff.ly/4h4v8sZ
At Sequence Consulting, we’re not just helping associations adapt—we’re helping them thrive and achieve remarkable growth. Here’s how we’ve made an impact:
- Doubling membership—growing reach and fostering stronger communities.
- Multiplying nondues revenue by 10X—enabling sustainable growth and unlocking new opportunities.
These aren’t just metrics—they reflect the power of strong strategies and the lasting impact associations can have when they embrace change and innovation.
Looking forward to continuing this journey of growth and success for our partners! If you’re ready to build a stronger association, check out our website: https://buff.ly/3YjPg1g
#Strategy #Associations #Growth #Leadership #Revenue #Innovation
https://buff.ly/3YjPg1g
At Sequence Consulting, our work is driven by a simple belief: associations change the world. They bring people together, advance industries, and tackle challenges that matter.
As Chief Strategy Officer, I’m passionate about helping associations become stronger, more agile, and more impactful. Because when associations thrive, their influence reaches far beyond their members—they make the world a better place for everyone.
It’s an honor to support these incredible organizations as they shape the future.
#Strategy #Leadership #Associations #Impact #ChangeMakers
The association world is thriving—membership is up, events are booming, and the economy is strong. But behind this success lies a common trait among the most innovative organizations: agility.
In my recent article with ASAE, "Embracing Agility: Lessons from the Fruit Fly," we explore how association leaders can take inspiration from this remarkable insect. With its 30-day lifespan, the fruit fly achieves more in a month than most creatures do in a year. Its traits—urgency, environmental sensitivity, and focus—offer powerful lessons for associations looking to adapt and thrive in a fast-changing world.
Read the full article to discover how your association can channel its inner fruit fly and turn agility into action: https://buff.ly/4a9iTsV
#Leadership #Agility #Associations #Innovation #Strategy
https://buff.ly/4a9iTsV
Lisa and I founded Sequence Consulting to help associations transform their membership, revenue, and impact. Whether you’re a small trade group or a global professional society, we specialize in creating strategies that drive real growth and help leaders turn their boldest visions into reality.
If you’re ready to elevate your association, we’d love to partner with you and show what’s possible. Let’s build something extraordinary together.
#AssociationGrowth #Leadership #Innovation #Transformation
I had the privilege of sitting down with Chicke Fitzgerald on the Gamechangers Podcast to talk about the work we’re doing at Sequence Consulting and how we help associations achieve transformative growth.
For over 20 years, we’ve partnered with associations of all sizes—from small trade groups to global professional societies—helping them grow their membership, revenue, and impact. In this episode, I share insights into what’s driving success for growth-minded associations and how leaders can turn their vision into reality.
If you’re looking for ideas to help your association thrive, I hope you’ll tune in!
Listen now: https://buff.ly/4gtjUOH
#GamechangersPodcast #AssociationGrowth #Leadership #Innovation
https://buff.ly/4gtjUOH
Lisa and I are truly humbled to receive the CX Design Champion award from the American Medical Association. It was an incredible experience attending AMA’s first-ever CX Design Showcase and seeing how far their customer experience journey has come.
Hearing that our early customer-centric insights played a role in AMA’s CX evolution is deeply rewarding. It’s a testament to the power of collaboration and shared vision in creating meaningful change. We’re excited to see how AMA’s CX Design Champions continue to drive innovation and make a lasting impact.
Thank you, AMA, for this recognition and for leading the way in transforming the member experience!
#CXDesign #CustomerExperience #Leadership #Innovation
In 2024, associations are enjoying unprecedented growth—membership is up, revenue is strong, and in-person events are thriving. Yet, with success comes the risk of complacency. Members now demand dynamic, personalized experiences, and competition is fiercer than ever.
To sustain growth, associations must:
* Invest strategically in core capabilities like AI-driven analytics and enhanced member engagement.
* Differentiate boldly by delivering unique value and adapting to changing member needs.
Stay proactive by continuously innovating to remain relevant.
Read my article, published by ASAE, to learn how to turn today’s success into tomorrow’s resilience: https://buff.ly/4g6OQnX.
#Leadership #GrowthStrategy #Innovation
https://buff.ly/4g6OQnX
As we near the end of the year, renewal may be top of mind for many associations.
One of the biggest challenges associations face with renewals is perceived value. But what if the problem isn't a lack of value, but rather a lack of awareness about the value you're already providing?
Members aren’t necessarily asking for more—they just don’t know about the great work you’re already doing. By aligning your messaging with how members perceive value and clearly showcasing what you do for them, you can change the narrative around membership renewal.
Read the full article here: https://buff.ly/3VrTgxq
#MembershipRetention #AssociationGrowth #Strategy #Marketing #MemberEngagement #Value #NonprofitSuccess #MembershipRenewal #Consulting
https://buff.ly/3VrTgxq
Associations have a unique power to create lasting change—and I believe the world is a better place because of it. That’s why, at Sequence Consulting, we’re dedicated to helping associations amplify their impact.
In my recent appearance on the Leadership Toolkit podcast, I shared how associations not only bring value to their members, but drive progress across entire industries and communities.
If you’re passionate about making a positive impact through associations, give this clip a listen. Let’s work together to make the world a better place, one association at a time.
#LeadershipToolkit #Associations #TransformationalGrowth #IndustryImpact #BetterTogether
In my recent appearance on the Leadership Toolkit podcast, I shared how Sequence Consulting helps associations achieve transformational growth. But we know that growth like this doesn’t just happen– it’s built with intention.
We discussed the essential role of data-driven research to understand member needs and industry trends– it enables us to craft custom strategies that empower associations to expand membership, drive revenue, and deepen engagement.
If you’re ready to see how our insights can redefine your association’s growth, tune in and connect with us!
#LeadershipToolkit #AssociationGrowth #TransformationalGrowth #MembershipEngagement #StrategicMarketing
I’m excited to have joined The Million Dollar Relationships Podcast this week, where host Kevin Thompson and I dive into the power of transformative relationships.
We’ll also discuss how relationship capital is one of the most valuable assets we possess, and how building meaningful, profitable relationships can help you multiply your association’s impact.
Check out the full episode here: https://buff.ly/48SzjFm
#MillionDollarRelationships #PodcastFeature #StrategicConnections #Leadership Sequence Consulting
Excited to be live today at 12:00 PM ET on the NXUnite by Nexus Marketing panel, "Sustainable Support: Association Growth Strategies!"
This is a great opportunity to explore and identify the strategies that help associations achieve long-term success. I'll be sharing insights from Sequence Consulting's work and my own experience in the industry.
Join me if you're interested in learning how your association can thrive! Register here: https://buff.ly/4f9DMpl
#NXUnite #AssociationGrowth #PanelDiscussion #MembershipDevelopment #SequenceConsulting
Reminder!
I'm speaking on October 24, 2024, at 12:00 PM ET on the panel, “Sustainable Support: Association Growth Strategies,” hosted by NXUnite by Nexus Marketing!
If you’re available on the 24th, I hope you’ll attend! Info and registration information can be found here: https://buff.ly/4f9DMpl
#paneldiscussion #speakingengagement #AssociationGrowth #SustainableSupport #MembershipDevelopment #NonprofitSuccess #Associations
We had a great meeting yesterday with our terrific client, Illinois Hotel & Lodging Association! They are such a great team, and it's always a special treat to be with our clients in person. Grateful for the opportunity.
Lisa Vaughan Sequence Consulting
Associations are the unsung heroes shaping nearly every aspect of modern life. From setting industry standards to providing essential professional development, they play a vital role in keeping the world running smoothly—but most people don’t realize just how much they contribute.
In this article, I explore the incredible impact associations have on industries, professions, and society as a whole. Discover why we at Sequence Consulting have spent over 23 years dedicated to helping them thrive and how their work quietly improves your life every day.
Read on to uncover the hidden power of associations and why they deserve more recognition.
#AssociationsMatter #AssociationImpact #PowerOfAssociations #AssociationsInAction
https://www.linkedin.com/pulse/how-associations-make-modern-life-possible-why-we-chris-vaughan-phd-adtve?trackingId=0Rn6OYUInHB1myrdojnZYQ%3D%3D
Celebrating a successful Board meeting with our terrific client Cornerstone League! Great people, great project, so happy to have the chance to help.
Sequence Consulting Nandini Jain
As we gear up for the ASAE Annual Meeting and Expo in Cleveland, it’s the perfect time to sharpen our leadership skills and gain fresh insights.
To get us prepped, I highly recommend this must-read article by yours truly in ASAE "The Seven Habits of Highly Effective Association Leaders."
Whether you're looking to boost your strategic thinking, foster a collaborative environment, or drive innovation within your organization, these insights can be game-changers.
Let's use this time to learn, connect, and elevate our leadership together!
Check it out here https://buff.ly/3A4B2u1
#ASAE24 #Leadership #AssociationExcellence #Networking #ProfessionalGrowth #Unity
Here's to a super fun and productive Sequence Consulting annual Summer Meeting in Chicago with Lisa Vaughan, Abigail Bean, Emma Snyder, and Nandini Jain!
It's so great to have our whole team in one place to celebrate wins, share lessons learned, and work together on how to do our very best work for our clients.
And have some fun on the water! Thank the weather gods who cooperated!
Great day in Amarillo visiting our terrific client American Quarter Horse Association with Lisa Vaughan.
Capped it off with a trip to the American Quarter Horse Hall of Fame and Museum. Such a beautifully done testament to this majestic animal and the passion of the community that loves them. Inspiring!
Get the Great Consulting You Deserve: 10 Simple Steps for Clients
At Sequence Consulting, we believe that exceptional consulting results from a great partnership between client and consultant.
Ready to unlock the full potential of your next consulting engagement? Our latest article, "Get the Great Consulting You Deserve: Ten Simple Steps for Clients," shares actionable steps to make you the kind of client consultants do their very best work for.
From having high expectations to being open to change, these steps will empower you to get the most out of your investment and achieve lasting results. Don't settle – invest in a partnership that drives meaningful change and delivers the exceptional outcomes you deserve.
#consulting #clientpartnership #success #collaboration #results
https://www.linkedin.com/pulse/get-great-consulting-you-deserve-ten-simple-steps-chris-vaughan-phd-nxxyc?trackingId=P6q%2BspJ%2Fx9GOCJzSgYd9BQ%3D%3D
Excited to share my recent conversation with Patrick McGovern on the latest episode of Over A Pint!
From philosopher to marketing consultant, my journey has been anything but traditional. After earning my PhD and venturing into the world of marketing, I co-founded Sequence Consulting with a mission to provide more value and make a greater impact for nonprofit associations.
In this episode, we dive into: The role and importance of nonprofit associations
The current state and relevance of associations in 2024
Major challenges facing associations today
How Sequence Consulting is making a difference
I’m passionate about helping associations thrive and thrilled to share our story and insights.
Catch the full episode below.
I'd love to hear your thoughts and connect!
#Marketing #Consulting #Nonprofit #Associations #Podcast
https://podcasts.apple.com/us/podcast/over-a-pint-marketing-podcast/id1535335449?i=1000658087357
Forget Unicorns, Think Platypi: Why Your Association's Unique Structure is Its Secret Weapon
Association leaders know our organizations are a different breed. We may not have flashy valuations, but we have a unique structure that drives real impact.
Our latest article from Sequence Consulting explores why associations are like the platypus of the organizational world – a curious mix of seemingly disparate parts that works perfectly. We delve into the "Triple Bottom Line Advantage," the power of distributed leadership, and the "unbusinesslike" superpower of consensus.
Ready to embrace your association's inner platypus? This article is your guide to leveraging unique strengths for long-term success and meaningful impact.
#associationleadership #associationmanagement #nonprofitleadership #platypusadvantage
https://www.linkedin.com/pulse/forget-unicorns-think-platypi-why-associations-better-vaughan-phd-0a7te?trackingId=WLGaYvap%2F%2FqlBMidzZgTlg%3D%3D
Exciting news from Las Vegas! Our team at Sequence Consulting is thrilled to be here with our new client, ICSC, for the Super Bowl of the retail real estate industry.
The energy is electric, and the business opportunities are endless. We are excited to work alongside our partners at Smithbucklin to help make this important event even bigger and better.
Thank you for having us, ICSC!
#retailrealestate #ICSC #SequenceConsulting #LasVegas
Is your association your members' first choice, or a vacation home they only visit occasionally?
Many associations struggle to be relevant, let alone irreplaceable, to their members. Our new article from Sequence Consulting, "Are You Your Members' First Choice? Strategies for Second Societies," explores the concept of "second societies" and how they can thrive.
Here's what you'll learn:
* The challenges "second societies" face (think: optional membership, unclear value proposition).
* How to identify your association's unique "white space" - the specific need you fulfill better than anyone else.
* Real-world examples of associations that found their niche and became essential resources.
Ready to become the go-to association for your industry? Read on to learn how.
#associationmanagement #associationleadership #memberneeds #associationgrowth #nonprofitstrategy
https://www.linkedin.com/pulse/how-become-your-members-first-choice-strategies-chris-vaughan-phd-gp0be?trackingId=6APMWIqTleW0gJfitl%2Bqpw%3D%3D
Is Your Association Truly Member-Focused?
Many associations struggle to define and implement member-centric strategies. But fear not! This article from Sequence Consulting explores two key questions to unlock member focus and actionable tactics to elevate engagement and deliver exceptional value.
#memberfocused #growyourassociation #associationleadership #nonprofitmanagement #membervalue #memberengagement #engagementstrategies #datadriven
https://www.linkedin.com/pulse/from-fuzzy-focused-why-member-focus-matters-chris-vaughan-phd-pspoe?trackingId=LfJlAe68LHYVh6L%2BIKGgGA%3D%3D
Associations need to go beyond just talking about innovation. To compete in today's landscape, we need formal processes in place to test and cultivate those new ideas.
I was happy to share this perspective with Mark Athitakis in ASAE: The Center for Association Leadership's latest Associations Now Deep Dive, "How to Rethink Your Business Model."
What's your association's innovation strategy?
Check out the article here: https://lnkd.in/exm8BYuk
#associationmanagement #innovation #businessmodel
Sequence Consulting Edwin Goutier
From Passive to Passionate: How to Supercharge Member Engagement
Member engagement is crucial for any organization's growth. This insightful article from Sequence Consulting offers a strategic approach to maximizing member involvement and propelling your organization's growth.
Discover how to cultivate a two-way street of value exchange for a thriving community, analyze data to create an Engagement Scorecard for prioritizing impactful activities, and uncover the secret ingredients to supercharge engagement.
Tailored strategies for new and tenured members and a high-impact portfolio for maximum member value are also included.
Ready to unlock explosive growth? This article provides a blueprint for success through strategic member engagement.
#memberengagement #membershipretention #associationmanagement #engagementstrategy #membershipgrowth #retentionstrategies
https://www.linkedin.com/pulse/from-passive-passionate-how-supercharge-member-chris-vaughan-phd-sjaoe?trackingId=VTCpfGhKNYBFxZQxXtjLJg%3D%3D
Is your organization's membership model outdated? It's time for an upgrade!
How we engage with organizations is changing, and traditional membership models are struggling to keep pace. In this new article from Sequence Consulting, we explore the challenges many organizations face and offer a roadmap for revitalization.
There's no one-size-fits-all solution, but you can keep your organization thriving by embracing innovative approaches and creating a dynamic membership model.
#membershipmodels #associationmanagement #growyourassociation #membervaluecreation #membershipinnovation
https://www.linkedin.com/pulse/rethinking-model-why-your-membership-structure-needs-vaughan-phd-i0vfe?trackingId=rL%2FUBrmhfPUDzJQcDme%2Bqg%3D%3D
Excited to unveil our latest blog post from Sequence Consulting: "Embracing AI: The Future of Association Management." As we navigate the complexities of the modern world, Artificial Intelligence (AI) emerges as a transformative force in association management, offering innovative solutions for enhanced efficiency, deeper member engagement, and strategic insight.
We delve into the multifaceted role of AI across various aspects of association activities. From automating routine tasks to personalizing communications and predicting future behaviors, discover how AI is not just a technological advancement but a strategic ally in reshaping association management.
Whether you're streamlining operations, revolutionizing member services, or leveraging AI for data-driven strategic decisions, this article provides a comprehensive look at the potential AI holds for associations. Join us in exploring the innovative solutions AI offers, one breakthrough at a time.
#AssociationManagement #ArtificialIntelligence #Innovation #MemberEngagement #StrategicInsight
https://www.linkedin.com/pulse/from-mundane-magical-how-ai-reshaping-association-chris-vaughan-phd-ho9se?trackingId=S2JmdOmCADB37m8ng76u3w%3D%3D
Embrace The Future: How Associations Are Thriving In 2024
Associations are at a critical juncture in the ever-evolving landscape of 2024. Our latest article from Sequence Consulting delves into the heart of these challenges, offering a comprehensive outlook on the future of associations. Faced with shifting membership dynamics, economic pressures, and rapid technological advancements, the path forward requires not just resilience, but a proactive embrace of transformation.
We explore pivotal strategies and innovative approaches that are set to redefine how associations operate, engage, and deliver value to their members. From reimagining membership models to leveraging cutting-edge technology for enhanced engagement, this piece is a clarion call for associations to adapt and thrive.
Join us in exploring the transformative strategies that will shape the future of associations at this pivotal moment in our industry for a resilient and thriving future.
#Associations #MembershipEngagement #Innovation #FutureTrends #AdaptAndThrive
https://www.linkedin.com/pulse/embrace-future-how-associations-thriving-2024-chris-vaughan-phd-qwxpe?trackingId=faWQ30o%2FNTtCkqeANLPrJg%3D%3D
Exciting moments from the American Quarter Horse Association event in Las Vegas! The weekend was more than just a client gathering; it was a chance to dive deep into the industry with warm welcomes from their leadership team and engaging conversations with members and affiliates. We left inspired by the passion and dedication of everyone involved and excited about the opportunities ahead. Plus, we got to watch some incredible roping competitors! #AQHA #LasVegas #IndustryEvents
Excited to share insights on navigating the competitive landscape of associations!
Ever wondered how to thrive when you're not your members' top pick? Check out "The Underdog’s Guide to Success: How to Win When You Are Not Your Members’ First Choice."
In this article, we delve into the challenges faced by "second societies" and provide strategies to secure your spot in members' hearts and minds.
From understanding your unique value proposition to finding your right to win in a crowded market, Sequence Consulting has got you covered.
#AssociationSuccess #UnderdogStrategy #MemberEngagement #CompetitiveEdge
https://www.linkedin.com/pulse/underdogs-guide-success-how-win-when-you-your-members-vaughan-phd-vnsje?trackingId=USk9o35c5dck%2Bc6%2BpvcrrA%3D%3D
Unlocking successful member retention strategies is crucial for any organization's growth. In our latest Sequence Consulting research, we delve into the intricate pathways of member retention, revealing three evidence-based approaches that drive tangible results.
It's not just about acquiring members; it's about keeping them engaged and committed for the long haul. Our findings shed light on the pivotal role of first-year renewals, the critical 90-day window, and the power of targeted engagement efforts.
Discover how investing in new member experiences lays the foundation for sustained membership growth and organizational success.
#MembershipRetention #EngagementStrategies #OrganizationalSuccess
https://www.linkedin.com/pulse/unlocking-successful-member-retention-data-driven-chris-vaughan-phd-cskye?trackingId=u1Jb%2F8neG08dz6lPpzxX5Q%3D%3D
Most associations segment their membership in the same way: by career stage. So young professionals might be one segment, mid-career folks another, and so on into retirement.
They do it this way because it seems obvious and easy – but is there a chance it’s wrong?
Sequence Consulting
https://www.linkedin.com/pulse/your-member-segmentation-strategy-holding-you-back-chris-vaughan-phd-if1yc?trackingId=H5%2BKvQLp7N2elPMawOjX8w%3D%3D
Strong associations, and strong leaders, own their mess and complexity. They embrace the need for endless consensus-building. They bring their many far-flung efforts together to drive all three of their bottom lines – mission, membership, and money- in harmony.
They are unbusinesslike. And proud of it.
Sequence Consulting
https://www.linkedin.com/pulse/breaking-mold-why-associations-outshine-traditional-vaughan-phd-sknue?trackingId=43OtyVZCiWZFafaIpp5NGg%3D%3D
In our association strategy work, we often hear leaders lament the difficulty of freeing up resources or concentrating on fewer but more important things. So the question is, how do you ever do something new?
Starting anything means stopping something else, which is often more complicated than it sounds.
If this sounds like you, it is time to start stopping.
Sequence Consulting
https://www.linkedin.com/pulse/3-signs-your-association-needs-start-stopping-chris-vaughan-phd-sbjyc?trackingId=d5%2BA%2B7gUE%2BthtsD1OuqNRA%3D%3D
Your member engagement strategy is key to unlocking the untapped potential within your organization. The evidence speaks for itself – prioritizing member engagement, particularly in the early stages of their membership, is the most effective strategy for improving retention.
By addressing common challenges head-on and implementing targeted solutions, associations can create an environment that fosters active participation and long-term commitment.
Unleash the full potential of member engagement, and watch as your organization thrives in ways you never thought possible.
Sequence Consulting
https://www.linkedin.com/pulse/unleashing-member-engagement-overcoming-3-biggest-chris-vaughan-phd-z3muc?trackingId=xkQdU%2Bp%2BJ4TYPOx%2BT1wpLg%3D%3D
Real Growth. Real Results. See What’s Possible.
“It’s been a dramatic impact. Transformative. Our rate of growth last year tripled. We could never have done it without Sequence.”
“Working with Sequence, our organization grew ten times over, we entered entirely new industries and expanded our industry consortia by five times. All within three years.”
“Our membership doubled in the last three years. Sequence helped us lean into our purpose, restructure our model, and reframe our value proposition to deliver what our members needed most.”
The Thought Partner Associations Rely On
Chris Vaughan, PhD is a former Big Strategy consultant with deep expertise in strategy and marketing for association growth. As co-founder of Sequence Consulting, he has helped leading associations transform membership models, boost revenue, and drive long-term success through strategic innovation.
Lisa Vaughan is a strategic growth expert and co-founder of Sequence Consulting, specializing in helping associations overcome complex challenges and unlock new opportunities. A former Big Strategy consultant, she develops sustainable membership and revenue strategies that drive real, measurable impact.
At Sequence, we have one mission: to help associations grow membership and revenue
Specializing in association growth—And Nothing Else
We work exclusively with membership organizations, helping them navigate change, strengthen their value proposition, and drive sustainable growth. Our deep industry expertise means we understand the unique challenges associations face—whether it’s engaging members, diversifying revenue, or adapting to shifting market dynamics.
Our insights and strategies work because we know what makes associations successful.
Fresh InsightS. Proven Strategies.
We don’t believe in one-size-fits-all solutions. As your trusted thought partners, we work alongside your team to uncover new opportunities, solve complex challenges, and build solutions that drive measurable results.
Our approach blends fresh, outside-the-box thinking with data-driven insights and industry best practices—ensuring your association thrives today and has a strong foundation for long-term growth.
Let’s build a great future for your association—together
We help associations break through barriers, attract more members, and create lasting value. Our proven strategies don’t just boost numbers—they build stronger communities, increase retention, and unlock new revenue streams. See how we can help your association grow and thrive
Smart Growth Strategies You Can Start Using Today
Client Testimonials
“If your organization needs a strategic roadmap and to change your perspective, I would give them an A++. Their approach to working with clients is one others should emulate.”
Tim Licitra
Executive Director, IEEE Power & Energy Society
“Our membership doubled in the last three years. Sequence helped us lean into our purpose, restructure our model, and reframe our value proposition to deliver what our members needed most.”
Margaret Mueller, PhD
CEO, Executives Club of Chicago
“Working with Sequence, our organization grew ten times over, we entered entirely new industries and expanded our industry consortia by five times. All within three years.”
David Schutt, Ph.D.
CEO, SAE International
“Our results with Sequence Consulting were phenomenal. It was massively successful. They have great experience they deliver a lot of value.”
Ian King
Chief Strategy Officer, American Psychological Association