Data-driven Recruitment and Retention Membership Campaign
HBA: Builders Association of the Blue Ridge Mountains
Category: HBA Operations
Location: Asheville, N.C.
Size: 601+ members
Year: 2025
Developed in response to changing industry conditions and post-disaster recovery needs, this comprehensive membership operations program by the Builders Association of the Blue Ridge Mountains (BABRM) was designed to improve internal association procedure for recruiting, retaining and engaging its members through a structured, data driven approach. The plan implemented performance metrics, consistent daily communication strategies and a central, detailed engagement cycle timeline to guide member interactions from onboarding to long-term involvement, ensuring that members experience valuable and constant connection with BABRM. Engagement was encouraged at every stage through events, education, advocacy opportunities and networking, with monthly meetings and targeted campaigns emphasizing accountability and improved coordination across BABRM staff, leadership and committees.
Monitoring key metrics, such as membership growth, retention rates and event participation, allowed the BABRM to make data-driven decisions in real time. This resulted in significant growth that exceeded the established goals and verified the BABRM's ability to strengthen overall performance in a measurable and repeatable way. In 2025, the BABRM increased its total membership by 140 members and improved its retention rate from 69.26% to 82.62%.
