The document describes a case study of how the Hearth, Patio & Barbecue Association (HPBA) developed a membership recruitment campaign in collaboration with its components. The goal was to increase membership in a difficult target category. Components had stronger connections to prospects. The campaign involved enlisting a membership committee, reviewing resources, research, and developing a strategy. Key steps included developing mailing lists and materials, targeted brochures, communications around a "National Call Day", and recruiting volunteers to make calls and distribute materials for tracking. The campaign emphasized speaking to the target audience, referencing the National-component collaboration, segmenting outreach by location, and adding social proof and incentives. Key takeaways included supporting components, measuring performance,

1. A case study of National and Components
working together to grow membership.
National & Component
Collaboration for
Membership Growth

2. Kyle Bazzy
Director of Growth Billhighway
Proud Detroiter
Scott Oser
President
Scott Oser Associates
Who We Are & What We Do

3. Have you…
01 Attempted membership collaboration
with components?
02 Currently dedicated resources to it?
03 Planning to try it in the future?

4. The Hearth, Patio & Barbecue
Association - HPBA
THE CASE STUDY
How one trade association developed a multi-channel
recruitment campaign with limited resources &
collaboration from National and components.
GOAL: Increase membership at both National and
components in a tough-to-reach member category.

5. Stronger
Connections
Components had stronger
connections with the target
prospect member audience.
HPBA Challenges
National & Component
Relationship
Relationship not as cohesive as it
could have been. Many variables
(e.g. Components vary in structure
and leadership).
Limited
Resources
Like most organizations,
time, capacity and dollars
aren’t unlimited.

6. Steps Towards
Implementation

7. STEP 1
Enlist Help of Membership
Committee
National role: Manage responsibilities,
roles and expectations
Component role: N/A
Steps Towards Implementation

8. STEP 2
Review Internal Resources
National role: Talk to key players at National
and Affiliates
Component role: Actively participate in
conversation in timely manner
Steps Towards Implementation

9. STEP 3
Complete Research
National role: Compile list of assets
and analyze value
Component role: N/A
Steps Towards Implementation

10. STEP 4
Develop Strategy &
Implementation Plan
National role: Create plan to include,
who, what, when, where and why
Component role: Review plan for
ability to implement
Steps Towards Implementation

11. STEP 5
Define Roles & Responsibilities
National role: ?
Component role: ?
Steps Towards Implementation

12. Implementation
Plan

13. STEP 1
Develop Direct Mail Lists
& Materials
National role: Execution of
communication & materials
Component role: Provide logos, input into
content and mailing lists for prospecting
Implementation Plan

14. STEP 2
Develop Targeted Brochures
National role: Develop marketing pieces
Component role: Content review, approval
& sign off
Implementation Plan

15. STEP 3
Organize Communications
Around ‘National Call Day’
National role: Organize National Staff and work
with Components as needed
Component role: Schedule and organize their
own day
Implementation Plan

16. STEP4
Recruit Volunteers, Make Calls,
Distribute Materials & Send
Results for Tracking
National role: Send direct mail for all markets and
materials to Affiliates
Component role: Identify manufacturers reps and
provide them with marketing materials
Implementation Plan

17. Know & Speak to Your Target Audience
• Tweaks and changes for US vs. Canada

18. Reference the collaboration, ties National to the relationship
that the affiliate holds
“On behalf of the Board of Directors of the Hearth, Patio and Barbecue
Association and it’s Northeast Affiliate (NEHPBA), we are pleased to extend to
you a special invitation to join HPBA.”
Segmented & targeted by location to educate which local
affiliate was nearby
“Northeast Affiliate (NEHPBA), Affiliate meetings provide a cost effective way
for you to access incredible information at a location close to your office.”
Quotes add social proof
“You are either on the bus or you are not. The NEHPBA is a bus full of
knowledge and great people. Jump on!” –Charlie Page, President
Incentivize
“HPBA members are entitles to a discount price on certification courses and
exams that are offered by the affiliate through the National Fireplace Institute.”

19. Support
Make sure you are providing
what components need to get
the job done right.
Key Takeaways
Measure
Ensure you’re set up to
properly track and
monitor performance of
the initiative.
Segment
Customize your outreach
to maximize impact.

20. Q&A – Ask Away!