NEW YORK—The American Society of Association Executives (ASAE) announced that the American Optometric Association's new membership initiative, United in Possibilities, has earned a 2019 Gold Circle Award in the Membership Recruitment Campaign category. With more than 200 entries across 15 categories, the Gold Circle Awards is a competition that recognizes the premier marketing, membership and communications programs among associations and nonprofits. Launched nationwide in late 2017 after a pilot program in Georgia and Minnesota, the "United in Possibilities" membership recruitment campaign is a collaboration between AOA and state associations that employs a fully integrated, multi-channel plan for demonstrating the value of membership to Millennial doctors of optometry within 10 years of graduation.

Prioritizing the importance of relationship building, the campaign actively engages these prospective members when and where they choose to interact, so the AOA's membership message remains front and center with the next generation of doctors of optometry.

In an announcement, the AOA said, “Thanks to AOA doctor and student members, and through the visionary efforts of the Board of Trustees, hundreds of volunteers, affiliates and a 94-person strong staff, we maintain a laser-like focus on serving our members and their patients while supporting the continued advancement of the practice and profession of optometry. It is a high honor to gain this level of recognition from the nation's top peer professional associations.”

"This recognition by the ASAE is especially significant because it is from association professionals who recognize that our approach to membership growth is innovative, collaborative and most importantly effective," said Curtis Ono, OD, AOA membership development committee chair.