Triple Win!

ASAE Member-Get-a-Member

Twice a year, the American Society of Association Executives (ASAE) launches a membership recruitment campaign that is designed to encourage existing members’ participation. In the past this “Member-get-a-Member” drive has been promoted mainly through email. But ASAE wanted to improve the campaign’s effectiveness and asked FIREBRAND for a fun new way to get existing members to recruit new ones. We created a bright, colorful, and fun board game design. It emphasized the benefits of ASAE membership while spurring a sense of competition conveyed by a dedicated Web page that charted the results of the campaign. Direct mail, emails, and advertisements increased the campaign’s exposure and results. The first one to greater membership wins!