Overview
Mile High SHRM (MHSHRM) is the Denver metro chapter of the Society for Human Resource Management, serving human resource professionals across the region since 1938. The chapter plays an important role in advancing the HR profession through education, certification support, networking opportunities, and workforce advocacy.
When we began working with MHSHRM, the organization was navigating several structural challenges related to membership growth, retention, and alignment with SHRM National. While the chapter maintained a strong reputation within the Denver HR community, operational complexity and membership confusion were limiting its ability to fully capitalize on its reach and value.
We partnered with MHSHRM leadership and the board of directors to evaluate the long-term sustainability of the chapter’s membership model and identify a strategy that would strengthen value for members while improving operational efficiency.
The Challenge
At the outset of the engagement, several factors were contributing to declining growth and operational inefficiencies.
- Confusion Around Membership Value
Many HR professionals were unclear about the distinction between local chapter membership benefits and those provided through SHRM National. This uncertainty made it difficult for potential members to understand the value of maintaining both memberships. - Declining Retention and Membership Growth
The chapter experienced slowing membership growth and lower retention, as some HR practitioners chose to maintain only national membership while opting out of local chapter participation. - National Members Forgoing Local Membership
Without a clear pathway connecting national and chapter membership, many SHRM National members did not see the added value of joining the local chapter, leading to missed opportunities for community engagement. - Administrative Burden of Membership Operations
Managing local membership join and renewal processes placed significant administrative demands on the chapter. These operational complexities consumed staff time that could otherwise be focused on programming and member engagement.
Together, these challenges created both strategic and operational barriers that limited MHSHRM’s ability to grow its membership base and deliver its full value to the HR community.
Our Approach: Strategic Evaluation and Dual Membership Alignment
To address these challenges, we began with a comprehensive evaluation of SHRM National’s Dual Member Release (DMR) program, a framework designed to align national and local chapter memberships.
Our team conducted comparative financial modeling to assess the potential impact of adopting dual membership versus maintaining the chapter’s independent membership structure. This analysis included projected membership growth, revenue implications, operational efficiencies, and the long-term sustainability of each model.
Beyond internal evaluation, we also worked directly with SHRM National to negotiate improvements to the DMR program that would better support the needs of MHSHRM. By advocating on behalf of the chapter, we helped strengthen the financial and operational benefits of participating in the program. Based on this analysis and negotiation, we recommended that MHSHRM adopt the DMR model and led the strategy, planning, and phased rollout of the transition.
Solutions Implemented
Alignment of Dues and Membership Categories
We revised the chapter’s bylaws to align membership categories with those of SHRM National, ensuring a clear and consistent structure across both organizations. In addition, we developed a plan to synchronize membership terms and expiration dates so that members could manage their national and chapter memberships through a single, streamlined cycle.
DMR Strategic Positioning and Communications
To support the transition, we developed comprehensive communications resources designed to educate current and prospective members. This included building detailed FAQs, crafting messaging for both renewals and new member acquisition, and updating website content and user flows to clearly reflect the new dual membership structure.
Recognizing that transitions of this scale can create uncertainty, we also anticipated potential unintended consequences and prepared response playbooks to address member questions or concerns quickly and consistently.
Phased 12-Month Rollout of DMR
We led a structured, phased rollout of the program over a twelve-month period. This involved coordinating closely with both MHSHRM and SHRM National to convert existing local-only members and national-only members into dual members.
Ongoing Marketing and Communications Enablement
Following the rollout, we implemented ongoing marketing and communications campaigns designed to promote dual membership to HR practitioners across the Denver region. Through targeted outreach and multi-channel messaging, we reinforced the value of combined national and local benefits while supporting continued membership growth.
Results: Measurable Impact Through DMR Adoption
Quantitative Outcomes
- 28% Increase in Membership
Adopting the DMR structure resulted in higher member retention while also attracting new HR professionals to the chapter. - 44% Increase in Membership Dues Revenue
Stronger participation and aligned membership structures contributed to meaningful revenue growth for the chapter. - 50% Increase in Chapter Financial Support from SHRM National
Participation in the DMR program significantly increased financial support from SHRM National, strengthening the chapter’s long-term financial sustainability. - Approximately 25% Reduction in Staff Time for Membership Management and Dues Processing
By streamlining join and renewal processes through the dual membership model, the administrative burden on chapter staff was significantly reduced.
Qualitative Outcomes
Beyond the measurable metrics, the transition also improved the overall membership experience and strengthened organizational partnerships.
- Stronger relationships with members through a simplified, one-transaction membership structure combining local and national benefits
- A smoother renewal experience and clearer value proposition for HR professionals
- A strengthened partnership between MHSHRM and SHRM National
- Continued confidence from the MHSHRM Board in Etherio as a strategic partner
- Reduced operational complexity, allowing chapter leadership to focus on programming and member engagement rather than administrative processes
By removing much of the operational burden associated with membership management, the chapter gained the flexibility to invest more time and resources into serving its members.
Conclusion
Through our strategic analysis, negotiation, and implementation leadership, MHSHRM successfully transitioned to the Dual Member Release program. The shift expanded value for members while strengthening the chapter’s financial performance, improving operational efficiency, and deepening its partnership with SHRM National.
Today, MHSHRM is better positioned to serve the HR community across the Denver region with a clearer membership value proposition, stronger organizational alignment, and a more sustainable operational model.
