Moving Beyond Member Loyalty: An Exploration of Activism in Professional Associations

Non-Profit Professional Associations (NPPAs) are working under an outdated membership model that does not adequately serve either the organization or its members in today's increasingly complex and globally diverse environment. A continued focus on maintaining member satisfaction and member loyalty is no longer sufficient as a variety of economic and competitive forces are coming together to challenge the value that members derive from the NPPA's paid membership model. This dissertation proposes that NPPAs must address these challenges by increasing the value proposition for its loyal members and converting them into activists who hold an unwavering commitment to the ideals, values, and mission of the NPPA. Through an examination of the principles and theories of group membership and the inherent needs that people have to assimilate, distinguish, and socially define themselves through their participation in groups, this study will propose a model that creates sustainable value for both the NPPA and its members.