The document discusses strategies used by the American Society of Anesthesiologists to increase membership between 2010-2013. It conducted member research to understand values and develop marketing plans. Targeted outreach including e-blasts, newsletter ads, and postcards helped boost membership by 2.8% in 2010, 4.5% in 2012, 5.4% in 2011, and 2.7% in 2013. Humorous and emotional appeals were also effective approaches in marketing materials to retain existing members and recruit former members.