Ask any association executives, and they’ll tell you membership engagement is always a challenge.

In an increasingly busy era, it’s hard enough to have people attend conferences, as I wrote about last fall. Having people make the commitment to become members — and pay for it — is another challenge for an industry fighting over every dollar.

That’s why I was interested in the National Association of Health Care Assistants changing its membership structure this month, which executives said was based on certified nursing assistants saying they couldn’t afford to join. Previously, there were three levels of membership: $120 for premier membership, $60 for standard and $25 for students.

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