Virtual, Inc.’s Ashley Costello, Senior Director of Growth Strategy, and Julie Utano, Managing Director, will lead an interactive workshop on mastering member engagement for association leaders at the ASAE 2025 Marketing, Membership, Communications + Tech (MMC+Tech) Conference in Washington, DC on May 12.

Hosted by the American Society of Association Executives (ASAE), MMC+Tech is the premier gathering for association professionals focused on membership, communications, marketing, and technology innovation. Themed, “The Future is Yours to Create,” MMC+Tech 2025 encourages association leaders to embrace new strategies and bold thinking. For more information and to register, visit https://mmct.asaecenter.org/.

Virtual’s workshop is designed to help association and nonprofit leaders rethink their member engagement strategies using member journey mapping—a powerful tool for identifying key touchpoints, addressing pain points, and creating meaningful interactions that drive satisfaction and long-term loyalty. Attendees will walk away with practical tools and a strategic framework to enhance the member experience and strengthen retention.

Session Details

Title: Mastering Member Engagement: Unlock the Power of End-to-End Journey Mapping

Date: Monday, May 12, 2025

Time: 1:45 – 3:15 PM EDT

Location: Walter E. Washington Convention Center, Room 143

The workshop draws on Virtual’s deep experience helping associations achieve sustainable growth, streamline operations, and strengthen member engagement. As Senior Director of Growth Strategy, Ashley Costello brings over 15 years of strategic leadership experience to her role, applying a human-centered design approach to help mission-driven organizations align member journeys with business goals—strengthening engagement, delivering meaningful value, and empowering teams to drive sustainable growth. In her role as Managing Director, Julie Utano leads strategic planning and membership growth initiatives, drawing on 25 years of growth-focused leadership experience with associations.

“Our goal is to equip association leaders with actionable strategies to better understand and optimize their members’ experiences,” said Costello. “By mapping the member journey, organizations can deepen engagement, drive loyalty, and create lasting value.”

“Too often, organizations take a one-size-fits-all approach to member engagement,” added Utano. “This session is about helping leaders rethink the member experience with intention—so that every stage of the journey feels relevant, rewarding, and connected.”

To learn more about Virtual’s services for membership-based organizations, visit https://www.virtualinc.com/services.

About Virtual, Inc.

Virtual, Inc. is a top provider of professional services for associations, consortia, and other membership-based organizations. From strategic planning and membership services to credentialing, finance, events, and technology solutions, Virtual delivers tailored support that drives growth, improves operations, and enhances member engagement.

Learn more at: https://www.virtualinc.com

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