The North Carolina Association of Defense Attorneys (NCADA) faced a pivotal turning point as the legal landscape shifted around them. For more than a decade, the organization had grappled with a declining membership, exacerbated by the commoditization of traditional insurance defense work. To thrive in a changing market—where business litigation opportunities were expanding but competition for member attention was at an all-time high—NCADA needed more than just a quick fix; they needed a total strategic repositioning.
To chart a new course for growth, NCADA partnered with Ricochet to conduct a deep-dive diagnostic of their members needs. The journey began with intensive membership value research, using quantitative surveys and qualitative interviews to uncover member needs. This was followed by a comprehensive membership model audit, which scrutinized everything from dues structures to peer benchmarks. Simultaneously, Ricochet conducted a technology audit to identify the infrastructure “roadblocks” that were hindering the user experience and preventing efficient member services and campaigns.
The result of this collaboration was a robust Membership Growth Strategy that turned data into action. Ricochet delivered a concrete roadmap for modernizing NCADA’s technical infrastructure and updating member benefits to align with the modern litigator’s needs. This strategy didn’t just provide a list of recommendations; it included a five-year financial projection and a step-by-step implementation plan. Now, instead of reacting to market shifts, NCADA is equipped with the tools and insights to proactively recruit the next generation of legal professionals and reclaim its trajectory of growth.
