Challenge
Like many professional associations, ASTA experienced membership challenges during and after the pandemic.
While recruitment remained important, leadership recognized that sustainable growth would require stronger retention and a better membership experience.
One challenge quickly became apparent: membership renewals required significant staff involvement.
Although members could enroll in automatic renewal, much of the process still required manual intervention behind the scenes.
This created unnecessary work for staff while adding friction to the member experience.
ASTA needed a better way to:
- Improve member retention
- Reduce administrative workload
- Modernize membership management
- Increase membership revenue
- Create a more seamless member experience
Solution
After implementing Tradewing, ASTA redefined membership as a continuous experience rather than a renewal cycle. The association unified membership, learning, events, communications, and community into one connected system, reducing administrative work while improving member engagement.
Automations now handle renewals, reminders, payments, and communications, while a free introductory membership lowers the barrier for prospective members to experience value before committing. Beyond renewals, ASTA supports ongoing engagement through webinars, the Virtual String Teachers Summit, chapter communities, committee collaboration, governance communication, event registration, and resource sharing.
Membership is now embedded into daily professional life. Members engage year-round through content, events, and peer collaboration, supported by bundled offerings that combine membership, conferences, and virtual events into a single streamlined experience.
Impact
ASTA moved away from viewing membership as a single annual touchpoint and instead built an ongoing engagement experience that spans learning, networking, events, and community participation throughout the year.
With membership, communications, events, and community activity unified in one system, the association reduced administrative complexity while making it easier for members to stay connected and engaged.
As programs and member interactions were centralized through Tradewing, ASTA increased participation across its network of string educators and strengthened overall retention.
Over three years, the association recorded 10% membership growth and 10% membership revenue growth, supported by automated renewals and a more connected member experience.
