At the 2024 ASAE Annual Conference, Heather Schaefer, Director of Marketing for NAFA Fleet Management Association, sat down for a video interview with The A100 to share NAFA’s recent initiatives in transforming its membership model, streamlining bylaws for inclusivity, and enhancing its media relations strategy. NAFA’s approach to listening to its members and executing meaningful changes offers valuable lessons for any association looking to boost member engagement and industry visibility.
A Regional Membership Model Driven by Listening
Over the past two years, NAFA has made significant strides in improving its membership structure, moving to a regional membership model that better aligns with the needs of its members. This shift wasn’t just a top-down decision—it was driven by thorough member engagement.
“The most important thing that we did was we talked to our members and we listened to their wants and needs,” Heather explained. By prioritizing member feedback and understanding how the industry was evolving, NAFA was able to make changes that resonated deeply with its base. Listening and responding to members’ desires is a fundamental principle for any association aiming to grow and thrive.
The transition to a regional membership model allowed for greater accessibility and participation. Heather highlighted how inclusivity was a major goal of the changes: “We wanted to create a more inclusive association for our members.”
For associations navigating changes to their membership structures, NAFA’s approach provides a clear blueprint: involve members in the conversation, listen carefully to their feedback, and ensure the changes create value for everyone involved. Heather noted how the OneNAFA approach—a unifying theme for their initiatives—has been critical in building momentum and excitement across their membership base. “We are thriving right now with a OneNAFA approach, bringing all members together and creating unity to drive the industry forward,” she shared.
Streamlining Bylaws for Inclusivity and Growth
In addition to the membership model overhaul, NAFA undertook an effort to streamline its bylaws. This move was designed to remove barriers that had previously limited some members from serving in leadership roles and participating fully in the association’s activities.
The effort to make bylaws more inclusive is not only beneficial for the members who were directly impacted but also for the association as a whole. By fostering a more inclusive environment, NAFA has expanded its talent pool for leadership roles, ensuring the association benefits from diverse perspectives and skill sets.
This approach reflects a broader trend within associations: the need to remove outdated policies and practices that may inadvertently exclude certain groups or create barriers to full participation. For associations looking to foster inclusivity and grow their leadership pipeline, NAFA’s example of simplifying bylaws and opening up opportunities is worth emulating.
Enhancing Industry Visibility with Proactive Media Relations
NAFA didn’t stop at internal changes. Heather also detailed how the association has been proactive in building and strengthening relationships with the media, which has helped position NAFA as a leader in the fleet management space.
“In the past, we would just do a press release here and there,” Heather admitted. Recognizing the untapped potential of stronger media engagement, NAFA took a more strategic approach. They began by creating a comprehensive list of relevant media contacts in their industry and reached out proactively to build relationships. This consistent outreach has paid off, with NAFA staying top of mind with trade reporters and securing more coverage.
“We created a platform where we invite the media to come and have a conversation with us,” Heather explained, describing NAFA’s quarterly media connection calls. These calls are structured as open dialogues, where the media can ask questions and NAFA’s subject matter experts can provide in-depth insights on timely topics. The result? Deeper engagement with the press and more opportunities for follow-up coverage.
Heather also described the success of NAFA’s “Media Day” at its annual conference. This event allows exhibiting companies to make 10- to 15-minute announcements about news in their industry, giving the media a packed, concise overview of the latest developments. The event has positioned NAFA’s conference as a key moment for news and announcements in the fleet management industry.
“We are creating the perception that our event is where industry news happens,” Heather emphasized. This media engagement strategy not only boosts NAFA’s visibility but also strengthens relationships with exhibitors, who see value in making key announcements at the conference.
Key Takeaways for Association Professionals
Heather Schaefer’s insights offer several key lessons for association professionals. First, successful change starts with listening to your members. NAFA’s transition to a regional membership model was guided by feedback, ensuring the changes had broad buy-in and support from the community. Second, simplifying bylaws and policies to foster inclusivity can have a profound impact on an association’s leadership pipeline and overall member engagement. Finally, being proactive in media relations can elevate an association’s visibility and position it as an industry leader.
By taking a thoughtful and strategic approach to membership, inclusivity, and media relations, NAFA has strengthened its position in the fleet management industry and created a more unified, engaged membership base. Associations looking to implement similar changes can learn from NAFA’s dynamic, member-focused approach.
Whether it’s creating a more inclusive structure, refining media strategies, or enhancing member engagement, NAFA’s work demonstrates the power of listening, adapting, and leading with transparency.
