BMWW has assisted many professional and trade associations to increase their representation and revenue through membership recruitment and retention. These are actually two very different tasks. Recruitment requires attracting new members by appealing to the prospectís desire for professional recognition in their field, having access to benefits, and obtaining other association benefits through "strength in numbers." Retention requires reinforcing the value of benefits the member has received and reinforcing the positive experience. We also recognize the value of using membership development as a strategy to accomplish other goals such as marketing fee-for-services offerings and increasing participation in annual meetings.