American Association of Clinical Endocrinologists
Digital Transformation | Operational Assessments | Strategic Planning | System Selection and Implementation
Moonshots are part of what we do at .orgSource, and when AACE was prepared to take a big leap, we were ready to help them launch.
Overview
The American Association of Clinical Endocrinologists (AACE), located in Jacksonville, Florida, represents over 6,500 endocrinologists across the globe, making it the largest association of clinical endocrinologists worldwide. Members are experts in treating endocrine and metabolic disorders like diabetes, thyroid conditions, and obesity. Despite this strength, AACE struggled with outdated systems and a scattered collection of spreadsheets that hindered efficiency, analysis, and decision-making. CEO Paul Markowski and CFO Tom Conway recognized the need for a comprehensive digital transformation to create a stronger infrastructure and position the association for long-term success.
The goal was clear: build an agile organization where technology and strategy aligned to empower the team, enhance member experience, and proactively meet member needs.
The Challenge
A comprehensive digital transformation for associations is more than a tech upgrade—it’s a cultural shift. Using the .orgSource Transformation Readiness Assessment, we evaluated AACE’s proficiency in seven critical areas:
- Strategy
- Decision-making
- Innovation
- People and culture
- Operations and processes
- Technology and systems
- Metrics and analytics
The results revealed significant opportunities for improvement. With a net promoter score of -54, it was clear the staff was ready for change, and leadership was committed to making bold moves. To meet their goals, AACE needed to eliminate inefficiencies, integrate data-driven decision-making, and adopt a robust digital strategy.
The Solution
To guide AACE’s transformation, .orgSource helped define a bold vision focused on:
- Creating a culture of innovation.
- Implementing strong digital platforms to streamline operations.
- Enhancing member experience and engagement.
- Establishing a foundation for knowledge-based decisions.
- Ensuring sustained audience growth, engagement, and monetization.
With a vision in place, AACE’s board allocated resources to update technology and systems, including:
- Migrating to Office365.
- Launching a project management system.
- Upgrading financial and meeting management tools.
- Standardizing operating procedures.
A critical milestone was the implementation of AACE’s first association management system (AMS). .orgSource helped the team identify the ideal platform, migrate data from spreadsheets, and train staff on using the new tools. This allowed AACE to analyze and use member data effectively, turning information into actionable insights.
To complement the AMS, AACE’s website was reimagined to align with the association’s strategic goals. From discovery to deployment, the .orgSource team created a site that prioritized user experience, improved search functionality, and integrated seamlessly with the AMS.
The Results
The transformation delivered immediate and measurable outcomes:
- A 58% increase in unique website users.
- A 65% jump in page views.
- Improved SEO led to a 50% rise in visits via Google search.
- Single sign-on functionality increased member interactions, product purchases, and renewals.
In just two years, AACE saw its net promoter score climb from -54 to +28. More importantly, the transformation reinvigorated the organization. Staff felt empowered, members were engaged, and the association was equipped to deliver innovative solutions.
“We now have the tools and systems to support our mission and serve our members more effectively,” said Paul Markowski, AACE CEO. “This transformation was about more than technology—it was about positioning AACE for long-term success.”
Ready to Transform Your Association?
Contact .orgSource today to learn how a comprehensive digital transformation for associations can unlock growth, build resilience, and achieve excellence.
