Recruiting, Engaging, and Retaining Early-Career Members at AFP

The Association for Financial Professionals (AFP) is a leading membership organization that provides tools and resources to support the career development of finance professionals worldwide. This work is significant because AFP defines credentialing standards and creates pathways for career advancement within the profession. The Capstone team evaluated strategies to better engage early-career professionals through a three-stage framework: communicating mission and vision, joining the organization, and staying in the organization. The team analyzed the onboarding and membership experience, conducted cross-organizational benchmarking, facilitated a focus group with financial professionals, interviewed organizational staff, and reviewed literature focused on early-career professionals' engagement in a membership association setting. Final recommendations focus on strengthening mission alignment, enhancing inclusion and belonging, and improving tools and strategies for member engagement.