By Mary Klett, ASA Communications Team
Sometimes growth happens because of one big decision. More often, it happens because the right people, timing, tools and follow-through all come together at once.
For ASA Baltimore, the past year has been a clear example of what can happen when a chapter commits to growth — and then backs that commitment with action.
The chapter’s recent momentum began with a strategic decision by the board to invest in marketing support. The board initially agreed to a three-month run with Erica Jablonsky of Parkway Solutions, LLC, from April through June 2025. That short-term investment quickly proved its value. During the budget process for 2026-2027, the board made the decision to include a full 12-month run.
It was exactly the kind of investment the chapter needed, at exactly the right time.
That marketing support helped fuel a year of new events, new prospects, new members, higher attendance, and stronger follow-up. It also brought a fresh sense of energy to the chapter. Erica Jablonsky and Casie Pellegrini, Baltimore Chapter’s past president, both added what one chapter leader described as “youthful energy” — the kind of drive, pace, and outreach that helped create excitement and visibility around ASA Baltimore.
Both Erica and Casie were willing to commit their own professional networks to ASA, making connections, and opening doors that might otherwise have stayed closed. That mattered — but the chapter was also ready to deliver. Once new prospects came through the door, ASA Baltimore had the programming, member engagement, and community value to keep them interested. That combination helped the chapter achieve 26% growth over the past year.
One of the clearest signs of opportunity came from a prospect who said, “I didn’t even know that ASA Baltimore existed.”
Rather than seeing that as a setback, the chapter saw it as a call to action. If strong potential members were not aware of ASA Baltimore, then the answer was not just more programming — it was more visibility, more communication and more consistent promotion.
LinkedIn became one of the chapter’s most effective tools. In just 15 months, ASA Baltimore grew its LinkedIn following from 123 to 900. That did not happen by accident. The chapter began posting three times per week, with content focused on new members, upcoming events, member news, reposts and connections with other ASA offices and key industry influencers.
The chapter also made intentional use of LinkedIn’s tagging function. Active members were tagged in posts and reposts, which increased engagement and helped expand the chapter’s reach. Posts were designed not only to inform, but to invite responses and interaction.
As the chapter became more visible, event attendance began to climb. Guests and members started coming because events were selling out. Word spread. Momentum built. The sense that “something is happening here” became one of the chapter’s strongest recruitment tools.
But ASA Baltimore’s growth was not just about getting people into the room. It was about what happened once they arrived.
Guests were welcomed intentionally. They were introduced to board members. Chapter leaders took the time to find out who their potential clients might be and then made meaningful introductions. That kind of personal attention helped prospects experience the value of ASA immediately, rather than simply hearing about it.
The chapter also strengthened its follow-up. Targeted emails were sent to prior guests and members to continually promote upcoming events and remind people of opportunities to participate. Communication was consistent, repeated and direct.
That follow-through became one of the keys to growth. More events created more prospects. More prospects created more conversations. More conversations created more follow-up. And that follow-up created more members.
The pace made it one of the most challenging years for chapter leadership, but also one of the most rewarding.
For other chapters looking to build similar momentum, ASA Baltimore’s experience offers several practical lessons.
First, overcommunicate. Members and prospects need to hear about events more than once, and they need to hear from the chapter in multiple ways. Email, LinkedIn, personal outreach and board engagement all work together.
Second, bring key board members into prospect calls with the Executive Director or membership staff. This gives board members the opportunity to learn directly from ASA staff, build confidence and become stronger ambassadors for the association.
Third, use LinkedIn strategically. Tag active members. Repost member news. Highlight events. Share content that encourages responses. Social media works best when it feels connected to real people and real activity.
Fourth, share the chapter calendar as early as possible. Many associations do not post their full calendar far in advance, but early promotion makes a difference. “Save the Date” announcements allow members and prospects to put future events on their radar and make plans to attend. The sooner registration opens and promotion begins, the better the opportunity to build attendance.
ASA Baltimore’s growth did not come from one tactic alone. It came from a board willing to invest, leaders willing to open their networks, consistent marketing, stronger communication, meaningful events and intentional follow-up.
Most of all, it came from a chapter that was ready to meet the moment.
The result was not only 26% growth, but a renewed sense of energy, visibility and connection — proof that when a chapter invests in itself and invites others in, the community responds.
Check out their upcoming events – at Natalie’s Seafood and Natty Boh’s Building Terrace.
