What This Session Is About
Every association has programs that feel untouchable. But if they’re not delivering value, it may be time to rethink—or retire—them.
Amanda Darnley, Chief Strategy Officer at the American Association for Marriage and Family Therapy (AAMFT), shares how her team used research and data to confront industry shifts head-on. From the sudden rise of telehealth to changing member demographics and career pathways, Amanda explains how AAMFT turned disruption into an opportunity to evolve programs, redefine engagement, and prove lasting impact.
“I think when you look at engagement, you know at the top, you understand what’s the engagement experience. You want people to feel valued. You want them to feel like you know if they’re taking the time to share their opinions, their thoughts, their voice, their energy, their resources, with you, you want to make sure that they’re feeling heard back.”
— Amanda Darnley
Key Takeaways
- Use data to know when a program should evolve—or end
- Design engagement that works for every level of member involvement
- Stay nimble when disruption reshapes your industry
- Build programs and content that serve multiple goals and audiences
Meet the Guest
Amanda Darnley is the Chief Strategy Officer at AAMFT. She has guided the association through seismic industry changes while building award-winning programs that deliver lasting member value. With more than 20 years of experience across nonprofit, for-profit, and government sectors, Amanda blends business acumen with mission-driven leadership.
