Defining Membership Value

As a grassroots organization, we are nothing without our members! As organizations grow and change to adjust to an evolving world, retaining membership becomes a difficult task. This quick session will explore value propositions and how to engage with potential members using the StoryBrand® framework.

Speaker:

Austin Large, Senior Director, Membership & Organization Development, American Farm Bureau Federation

Austin Large joined the American Farm Bureau Federation Leadership, Education & Engagement department as the Senior Director, Membership & Organization Development in September 2021. Austin came to Farm Bureau from the Texas FFA Association where he served as the Executive Director. There, he provided strategic leadership to the 138,000-member youth organization focused on education, training, and development of future agricultural leaders. Prior to Texas FFA, Austin served as an Education Specialist for the National FFA Organization and was also a high school agricultural science teacher. Originally from California, Austin received his B.S. in Agriculture from California State University, Chico and M.S. in Agriculture and Consumer Resources from Tarleton State University.

As the AFBF Senior Director of Membership and Organization Development, Austin will develop resources and tools to support state Farm Bureaus in marketing membership and recruiting members, support state field staff development and provide consulting support to state Farm Bureaus with fewer than 10,000 members.