Driving 4,000% Growth By Leading From the Front

Since 2006, the Metal Treating Institute (MTI) has achieved something few associations can claim: a staggering 4,000% growth in net reserves for its association and educational foundation combined. 

That is 22% year-over-year growth for 20 straight years. This growth wasn’t fueled by economic luck, a flashy new program, or a radical shift in membership models. It was built through intentional strategy—relentlessly focused on actual member value, high-touch engagement, and world-class service.

This growth has opened up incredible opportunities for our Board of Trustees to take risks on programs that members can’t take themselves. At the heart of this success are two powerful philosophies: 

1)    Using A.L.I.V.E. Process for Driving Value (explained below)

2)    Membership Engagement Solves Everything

Our Board, combined with our management team, have led the association with a laser-sharp focus on two core metrics—member retention and member engagement. The numbers speaks volumes: MTI has averaged 95% member retention and 83% member engagement for the last 20 years. These figures have fueled our growth the last two decades.

Value: The Real Currency of Membership

I have always been a believer in, “Members support your mission, but they buy your value.” MTI’s success lies in deeply understanding and delivering on the real needs of its members. In a bold move during a strategic planning session in 2009w, the MTI Board removed advocacy and meetings from its value equation—forcing the team to identify other core drivers.  When looking at creating value at any level, we focus on our A.L.I.V.E. process:

ASK members key questions to learn their pain points.

LISTEN intently to their answers.

INNOVATE programs to solve their pain points.

VALUE creation to engage members in programs.

EXECUTE with excellence.

What emerges? Pain-point solutions like economic/sales forecasting, financial benchmarking, online training, an industry-leading docu-series, and leadership development—resources members were already paying consultants for...often at much higher costs. By bringing these services in-house and tailoring them to industry-specific challenges, MTI didn’t just create perceived value—it delivered actual, bottom-line value.

Engagement That Locks Members In

While many associations chase new memberships, MTI doubled down on deepening the relationship with existing members. From technical standards to forecasting tools, every touchpoint is designed to engage members in ways that build emotional and professional loyalty. Morrison notes, “We are not in the membership business—we’re in the miracle business. We exist to help members maximize their success.”

This commitment has built a membership that’s not only loyal, but also active—volunteering, attending events, and participating in programs at industry-leading rates.

Preparing Members for the Future

Our growth hasn’t happened in a vacuum. Demographic trends show we are in the middle of a membership boom with the largest generation in history pushing growth through the mid-2030s. But with opportunity comes disruption—from AI and robotics to labor shortages and shifting consumer behavior. Associations must decide: Will these forces be threats, or will they become opportunities?  Will you lead from the rear or from the front?  With change happening at hyper-speed in today’s climate, you must lead from the front!

Our association's choices have consistently chosen to lead from the front, through a forward-thinking engagement strategy built on three pillars:

• Deliver a High-Actual Value Proposition – Targeting real, measurable pain points.

• Execute an Engagement Outreach Strategy – Communicating value clearly and consistently.

• Deliver High-Touch/High-Tech Customer Service – Combining personal connection with digital excellence.

Lessons for Every Association

The MTI story is proof that member engagement isn’t just a buzzword—it’s a bottom-line strategy. Many associations struggling with retention or financial growth often look to overhaul membership models.  In my years of doing strategic planning and speaking on member value I’ve experienced that, “Most don’t have a membership model problem—they have a value and engagement problem.”

By relentlessly focusing on member needs and delivering actual value, MTI has redefined what’s possible for trade associations...and with its strategic foundation, it’s not slowing down.

4,000% growth isn’t a fluke. It’s the result of knowing our value, living it out loud, and making our members the heroes of our mission.

If your association needs to be engaged in the uncertainty we live in, AI’s impact, or strategies to drive value and engagement, let’s talk about your next event.  Check out my highly-rated keynotes in this email. 

Remember, the future is racing at your members faster than ever.  Change management is of upmost importance.  Lead from the front and bring the future to their front door step.