About 1993, I joined a Jaycee's chapter, as a pretty young lady talked me into it during a membership drive. The chapter was in its second year of charter. We were in a fairly small town, and we had about 15 members. The next year, we had a huge membership drive, and got up to about 40 members. Some of the original members were wondering what we did other than get more members. We were constantly reminded by the chapter leadership, "If we're not growing, we're dying." By 1995 we had about 70 members, and we were starting to wonder what our mission was. Apparently, our mission was to recruit more members. I remember we peaked at just over 100 members. By 1998, we had folded as a chapter because we didn't have the required members to hold our charter. (I think there were 7 people left. We recruited a lot of 1 and 2 year members, but without any real purpose or benefits other than sitting in a bar together (Which can easily be done without paying dues) and getting certificates to hang on our wall every time we recruited a new member, we foundered.
I think before the AMA can figure out how to grow, it needs to figure out how to retain the members it has, and what to do with the new ones it is recruiting. I was in the AMA for several years back in the '90s, but let my membership lapse for several years. I was not flying in an AMA club, and I didn't need their insurance. I hung on to my membership for a couple of years just so that I could go to flying events put on by AMA clubs, until I realized that the independent clubs put on most of the good events up here.
If we recruit a thousand park flyers because of a big ad program, but then don't engage, challenge, or offer anything to them, we will have a one or two year bump in membership, and be right back where we were before. Also, we will have another thousand potential recruits lost, as those people will know that we offer them nothing, and they won't buy into our next big ad program. If we recruit a few members who really want what we have to offer, and work hard to retain the members we have by serving them, listening to them and working with them, not lording over them, we will get some steady, sustainable growth.
Dave