← Cultural Performance Audit™
Membership · Community
NFL Alumni Association
Culture assessment for a membership organization.
- 5,000+
- Active alumni connected
- 3x
- Event attendance growth
- 85%
- Member engagement rate
The challenge
Connect former professional athletes with career opportunities, health resources, and community — at a scale where the organization's incentives rewarded acquisition over activation.
The engagement
Assessment of member experience, staff incentives, and program design, then a rebuilt digital communications strategy and platform matching members to opportunity.
What the audit found
- Staff scorecards rewarded membership counts; members valued matched opportunities.
- The highest-value activity — mentorship — had the least recognition attached to it.
- Storytelling was the single highest-leverage engagement mechanism and was under-resourced.
The outcome
Thousands of alumni actively connected, event attendance multiplied, and a majority-rate opportunity match — with member engagement sustained rather than spiking at signup.