When the American Health Information Management Association (AHIMA) was challenged to increase membership by 15% over a three-year period, the marketing team developed several initiatives to strengthen their membership program. Their strategy to engage members by marketing on a member value line, employ market segmentation, personalize and increase the reach of member communications, allowed AHIMA to exceed membership projections. Learn from AHIMA’s experience to identify key tactics to increase membership acquisition and retention, and overall member satisfaction at your own organization.