AAP District Membership Drive 2012-2013 Background The AAP is currently in a position of financial, programmatic, and membership health.

Based on several indicators, the current trajectory of national membership has become a long-range strategic concern: o o o o Overall market share of board certified pediatricians has declined to 63% Overall market share of sub-boarded subspecialists has declined to 47% Overall member renewal rates have declined to under 70% Graduating resident renewal is under 50%

The Chapters experienced, and have begun to address, similar concerns regarding the longrange trajectory of chapter membership. Recent studies of membership organizations (McKinley, 2012, MGI, 2012) continue to indicate the importance of building value and exclusivity in a rapidly changing and growingly diverse membership market. Further, they point to word of mouth or peer to peer marketing, as the strongest and most successful approach to grow membership. To address the long-range challenge of sustaining membership growth, the AAP Board of Directors has directed that a District-Based membership drive be established for the 20122013 fiscal year. Through this drive, the leadership within each AAP District is offered an opportunity to develop and mobilize a ground campaign with the goal of growing national membership as well as chapter membership. The Board has directed that a discussion about this opportunity should occur at each of the 2012 District meetings with the goal of generating a concrete District plan that can be submitted to the AAP for resource consideration.. Goal and Resources The overall goal of this campaign is to increase national membership in each District by at least 5 % as well as grow chapter membership. A set of District-specific data will be provided for each discussion that includes current national and chapter membership levels, the target goal, and the current number of lapsed members within the last five years (hot prospects). To support this effort, the AAP Board has directed national staff to review and consider modifications to current membership models to accommodate changes in the membership market i.e. young member pricing structures and group models. Further, the Board has reserved a pool of funds to support approved efforts within the Districts.

Guidance for Submission of District Plans: o The District Membership Drive is a one-year program commitment running July 1, 2012-June 30, 2013. o Results will be evaluated quarterly through an analysis of District Member Counts including overall members and Voting Fellows. o Each participating District is asked to submit a plan to Ken Slaw, PhD (kslaw@aap.org), within 3-weeks of their District Meeting. Plans will be presented for funding consideration to the Office of the Executive Director. o The Plans should be: o Focused and strategic, targeting institutions, group practices, or other pockets where there is great opportunity i.e. large numbers of non-AAP members. o Designed to mobilizeand engage AAP members within those institutions and groups to set up and frame discussions, in collaboration with District leaders. o Tied to an event-specific membership goal that is measurable. o Realistic and implementable right away, and not dependent upon wide sweeping cultural or policy changes within the AAP. o Descriptive of any assistance required from national to carry out the plan, including print and electronic membership marketing materials, marketing promotions, site visit support. o Descriptive of any incentives that might help drive success. o Accomplishable with an initial budget not to exceed $10,000. Consideration will be given for additional funds based on a track record of success. Limitations Members of the AAP are not authorized to negotiate discounts with members or groups of members without consultation and approval from the AAP. Funds for this program will be administered and accounted for at the national office. Funds should be expended on activities directly aligned to the guidance presented above, and are not intended to replace normal operating funds, purchase equipment, etc., in a District or Chapter. Funds may be used to support travel, meeting expenses, temporary staff support, etc., provided those activities are aligned to a targeted activity to grow AAP membership with a measurable outcome.