Transforming Your Membership Model: 5 Considerations for Change

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Wed, September 11, 2024 - 2:00PM - 3:00PM (EDT)

Christine Melendes
American Epilepsy Society, Associate Executive Director, Operations & Business Development
Lauren Collins
Public Relations Society of America (PRSA), Vice President of Member Services

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As workforce generations shift, associations must continually reassess and refine their membership models to remain competitive and relevant. This session offers a comprehensive exploration of strategic shifts that can enhance membership engagement and value. Gain insights into five critical areas: engagement, value proposition, pricing, technology, and communication. By understanding these key considerations, you can transform and optimize your membership approach, ensuring sustained growth and member satisfaction. Join us to discover practical strategies and innovative solutions to take your membership model to the next level.

Christine Melendes

Christine Melendes

Associate Executive Director, Operations & Business Development

Christine joined the AES team in May 2023 as Associate Executive Director, Operations & Business Development. She has spent her career working to advance the missions of non-profit organizations. She brings decades of experience in non-profit management where she has built her career by cultivating significant partnerships, expanding market footprints, and navigating complex engagement roadmaps. With a deep understanding of breaking into new markets, multi-program planning and oversight, and strong cross-functional work in membership, partnerships, operations, communications and marketing, she leads the AES team to fulfill the AES strategic goals and objectives. Previously, Christine spent 10 years at the Association for Corporate Growth where she was focused on revenue growth, leadership, business innovation, product development, advocacy, and strategic assessment/evaluation. Christine earned an MBA from Loyola University Chicago. She is a Certified Association Executive (CAE) and is the 2015 recipient of the “Association Professional Achievement Award” presented by the Association Forum of Chicagoland and led the team at ACG on a project that earned the organization the 2016 “Power of A Award” from ASAE.

Lauren Collins

Lauren Collins

Vice President of Member Services

Lauren Collins is the Vice President of Member Services at the Public Relations Society of
America (PRSA). PRSA is the leading professional organization serving the communications
community through a network of more than 400 professional and student chapters. In her
previous role, Lauren was the Director of Membership and Marketing at the National District
Attorneys Association, a non-profit association that provides training, technical assistance, and
services to prosecutors around the country in support of the prosecution profession. Lauren not
only oversaw all membership processes for the organization, she increased membership by 8%.
Lauren also improved business development for the organization increasing sponsorship revenue
by $225,000 in less than 2 years.



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Professionals for Association Revenue (PAR) is a CAE Registered Provider. The program(s) linked below meet the requirements for fulfilling the professional development requirements to earn or maintain the Certified Association Executive credential. Every program that we offer that has been approved for CAE credit will clearly identify the number of CAE credits granted for full participation. We will maintain records of your participation in accordance with CAE policies. For more information about the CAE credential or Registered Provider program, please visit