CASE STUDY: How strategic messaging revived membership growth

Driving audience engagement from stagnantion to surge

The Challenge

A state chapter of a national engineering association was facing stalled membership growth and declining engagement from key professionals in their market. Despite a solid mission, the chapter lacked visibility and struggled to communicate the value of membership in a way that resonated. They needed a proactive Communications Plan to attract new members and re-engage their existing base.

Our Approach

Dragonfly began with a situational analysis to understand the chapter’s existing messaging, outreach channels, and member demographics. We reviewed prior marketing efforts to assess effectiveness, then conducted a member perception survey to uncover both gaps and strengths in the chapter’s brand. The insights informed a tailored communications strategy that amplified what members valued most, while addressing areas of disconnect.

The Results

A Communications Plan was created that targeted new members, leveraged strategic messaging that resonated with the organization’s audience, and communicated the value of membership and participation. The Plan provided a detailed schedule to proactively coordinate all outreach across streamlined communication channels, giving the Board members clear direction for their social media and email campaigns.

Within 6 months the chapter experienced a 131% increase in their LinkedIn page followers, 65% increase in website visits, and 35% increase in website engagement. Encouraged by the momentum, the chapter retained Dragonfly to support conference branding, content development, and strategic communications, contributing to sustained, year-over-year membership growth.