American Heart Association
Member Community
Background
The American Heart Association (AHA) is an international organization focused on cardiovascular professionals, policy, and education. One of the largest associations in the United States, AHA raises over $600 million annually.
Challenge
AHA’s Science and Membership group, the member-based association arm of the organization, needed an online center that would bring together their professional members, comprised of doctors, research scientists, EMTs, and nurses, and provide them with tools to engage with each other and with AHA. AHA wanted to provide greater value for members, increase membership retention, encourage membership upgrades, and increase the attendance at paid events and conferences.
Solution
- Increasing paid membership upgrades by 74%
- Increasing attendance revenue at paid conferences by 57%
- Increasing paid member retention by 10%
Using Small World Labs Community, Small World Labs implemented the Professional Online Network for the American Heart Association. Professional Online Network members have the ability to network with other members, start discussions, ask questions, engage before and after conference events, and participate from around the globe. In addition, AHA's professional science councils and committees, organized by specialty area, use collaboration groups to communicate with their council and committee members.
The Professional Online Network is integrated with AHA's existing website, built on the Oracle Content Server, for a seamless user experience, registration, and login. Additionally, the Professional Online Network is integrated with AHA's constituent relationship management (CRM) platform, based on Siebel, to synchronize user data across systems.
Results
The AHA Professional Online Network has grown to more than 30,000 professional members from148 countries.