At the 2026 AH Leadership Forum, the Red Chair Awards did more than recognize standout achievements. They told the story of what becomes possible when associations are empowered to lead, grow, and move their missions forward.

Across industries, award winners shared a consistent thread: the organizations that are succeeding today have aligned strategy, marketing, technology, and member experience into one cohesive growth engine. This recap highlights the top-performing organizations and, more importantly, the strategies behind their success.

How associations are using marketing strategy and storytelling to drive event growth and engagement

Best Promotion of an Event/Program

Events remain one of the most powerful drivers of member engagement, non-dues revenue, and community building. The highest-performing associations go beyond promotion. They build value-driven campaigns that connect content, purpose, and outcomes.

Over $1 Million Budget

First Place: Restoration Industry Association (RIA)

RIA transformed advocacy into a high-performing content marketing engine, making complex legislative updates accessible and actionable for members. The result was not just higher engagement. Members came away with a stronger sense of the value their association delivers every day.

• +574% blog traffic
• +47% email open rates
• +128% click-through rates

Honorable Mention: Wound, Ostomy and Continence Nurses Society (WOCN)

WOCN leveraged education marketing and strategic partnerships to address a critical clinical need, demonstrating how content-driven events can have a direct impact on professional performance and patient outcomes. By delivering accessible, expert-led training at scale, they equipped clinicians with the confidence and tools to improve care across the continuum.

• +35% registrations
• 5,547 attendees

Up to $1 Million Budget

First Place: National Board for Certification of School Nurses (NBCSN)

NBCSN used storytelling and a milestone campaign to reconnect members with the purpose behind their credentials. The result proved what many associations know but rarely get to measure: emotional connection drives action. By celebrating legacy while inspiring future impact, the campaign turned reflection into renewed member engagement and measurable growth.

• +245% social growth
• +38% registrations

Honorable Mention: Association of Educational Therapists (AET)

AET applied data-driven marketing and a time-limited pricing strategy to reshape attendee behavior and maximize event revenue, generating the highest conference revenue in the organization's history. This approach highlights how predictive analytics and strategic pricing can drive event ROI, accelerate early conversions, and reinforce the perceived value of participation, turning urgency into sustained engagement.

• +370% year-over-year revenue growth
• 11% international reach

How associations are building year-round member engagement through data, personalization, and experience design

Most Innovative Way to Increase Engagement

Today's leading associations are shifting away from episodic engagement toward continuous, personalized member experiences. Engagement is no longer tied to a single annual event. It is an always-on strategy powered by data, technology, and content.

Over $1 Million Budget

First Place (Tie): APTA Private Practice and WOCN

APTA Private Practice designed a year-round engagement ecosystem that combined microlearning, live sessions, and curated monthly content to meet members where they are, when they need it. By creating multiple, flexible touchpoints, the strategy increased member engagement, improved satisfaction, and reinforced continuous value delivery throughout the year.

• 2,300+ registrations
• NPS increased from 3 to 43

WOCN used data hygiene and marketing automation to deliver timely, relevant communication to members, strengthening relationships and driving measurable renewal growth.

• Renewal rates increased from 49% to 67%

Up to $1 Million Budget

First Place: Nurses Organization of Veterans Affairs (NOVA)

When an executive order abruptly halted payroll-based dues and NOVA lost more than 1,500 members overnight, AH mobilized a rapid-response strategy across every channel. What began as a crisis became a turning point toward a stronger, more engaged membership base.

• 105 new members
• 195 leads
• 10x increase in email engagement

Honorable Mention: Baby Safety Alliance (BSA)

Following its rebrand, BSA brought its brand to life through immersive, in-person experiences at high-traffic consumer events. By meeting parents where they are, the organization built trust with a new generation of families in real time. This experiential marketing strategy transformed awareness into meaningful engagement, strengthening brand credibility and positioning BSA as a trusted resource in critical parenting moments.

• 5.7M reach
• 2,000+ families engaged

How associations are launching innovative programs that drive membership growth, revenue, and industry leadership

Most Impactful New Program

New programs are critical to long-term association sustainability. The most impactful initiatives are built with a clear focus on member value, scalability, and outcomes that can be measured.

Over $1 Million Budget

First Place: Restoration Industry Association (RIA)

RIA introduced a centralized Advocacy Action Hub that gave members clear pathways to participate in state-level advocacy. Members who once reacted to legislation began actively shaping it.

• +15% membership growth
• 90% campaign open rates

Membership grew an average of 20% in states where legislation was actively being shaped

Honorable Mention: National Air Duct Cleaners Association (NADCA)

NADCA led a first-of-its-kind research initiative that gave members scientific proof to defend their value, influence policy conversations, and compete with confidence in a crowded market. By transforming data into actionable insights and industry-ready tools, the initiative elevated standards, strengthened advocacy efforts, and positioned members as credible, evidence-based leaders in an increasingly competitive landscape.

• 77%+ member adoption rate
• 6.5M reach

Up to $1 Million Budget

First Place: Canadian Society of Medical Evaluators (CSME)

CSME redesigned its education model from a single annual summit into a distributed, year-round engagement approach. Four hybrid single-day events and a new webinar series made content more accessible, more timely, and more aligned with how members want to engage today. By shifting to a continuous learning strategy, CSME increased participation, strengthened member retention, and created a scalable model for sustained engagement and revenue growth.

• +25% membership growth over two years
• +38% revenue growth

Honorable Mention: REMS Industry Consortium (RIC)

When a volatile political environment disrupted the Consortium's connection to its regulatory body and left key contributors without roles, AH responded with a forward-thinking transitional membership model. The initiative preserved institutional knowledge, facilitated career transitions, and reinforced the organization's role as both a professional home and a career catalyst.

• 100% value driver retention
• +15% membership growth
• Eight successful career transitions facilitated

What These Award-Winning Strategies Reveal About Association Growth

Member Engagement Is Now a System, Not a Tactic

High-performing associations are creating ongoing member engagement ecosystems that keep members connected year-round, not just at events.

Technology Is an Association Growth Enabler

From data hygiene to analytics and automation, technology is powering smarter decisions, stronger communication, and scalable growth.

Marketing Must Demonstrate Value

Today's marketing strategies focus on storytelling, outcomes, and relevance, making sure members can clearly see the impact of their association.

Association Strategy Connects It All

The most successful organizations align programs, marketing, technology, and operations to deliver measurable, mission-driven results.

Ready to advance your association's growth? 

Every submission in the Red Chair Awards represents something a real team built, tested, and delivered. These are not case studies about potential. They are stories of missions moving forward.

Dive into the full case studies and discover how leading associations are accelerating growth, engagement, and mission success.

Association Headquarters partners with organizations to deliver member engagement, marketing strategy, technology solutions, and operational excellence, helping associations achieve measurable growth and lasting impact.

Get in touch to discuss how we can drive your mission forward, together.