There are three core areas of association growth:

  • Mission impact,
  • Members
  • Profitable Revenue.

Which is the organizing principle for the other two? Mission impact.

Associations exist to deliver on their mission. Your mission is the core organizing principle of your association.

A mission that drives growth must reach beyond membership and connect to everyone who can help. A mission that serves only your members is inward directing and insular and could leave your association isolated in the big picture.

Some of the most impactful missions are clearly linked to the improvement of a much larger stakeholder group, making it possible to engage with other organizations that are aligned with your success. The American Geophysical Union’s mission is a great example.

Watch the video above to learn more about fueling growth through mission impact.

You can also download my report Breaking Through, and other helpful resources here.