How I Drove Association Marketing Growth for ABRA by 40% Year Over Year Since 2018

Association marketing growth isn’t about quick wins. It’s about building momentum year after year, even when resources are limited. Since 2018, when I helped rebrand the American Buckskin Registry Association (ABRA) and launched their first modern, mobile-optimized website, I’ve been focused on creating long-term growth across every channel.

The results speak for themselves. From 2018 through 2025, ABRA has achieved approximately 40% growth across website, social media, email, and overall association engagement, year over year.

And in 2025, the trend continued, with another 40% increase compared to 2024.

Here’s how this consistent growth has been achieved.

Website Growth: Building the Digital Hub Since 2018

In 2018, ABRA needed a digital home that matched the pride of its members. I built their first modern website and laid the foundation for growth. Since then, the site has consistently expanded its role as the association’s primary information hub.

In 2025 alone:

• Website sessions grew 33% year over year

• Unique visitors increased 14%

• Members spent 5–7 minutes per session, with event pages holding attention for over 15 minutes

By pairing regular updates with SEO-driven blogs (four per week on average), the website has delivered reliable association marketing growth for seven years running.

Social Media Growth Without Paid Ads

Since 2018, ABRA’s social media presence has become the cornerstone of its member communication strategy. What started as a reintroduction of the association’s voice has evolved into a consistent, professional, and highly branded platform that members trust.

The approach has been simple but powerful:

• Consistency: Members know they can count on ABRA’s Facebook page for timely updates, announcements, and news.

• Authenticity: Posts keep members informed of ABRA programs, news, changes, ABRA-approved shows across the US, engagements such as BOD voting, and complete World Show news and updates.

• Branded Design: Every graphic follows ABRA’s look and feel, polished, professional, and instantly recognizable.

This combination has made ABRA’s Facebook presence the “go-to hub” for members who want information. It has also created a sense of reliability. Members don’t just see content, they recognize the brand and trust that what they’re reading is accurate, timely, and important.

In 2025, this strategy delivered impressive growth:

• Followers increased by 58%

• Organic posts reached up to 12,000 members

• Engagement surged during major announcements and events, with hundreds of reactions, comments, and shares

Because the social strategy has been consistent, authentic, and branded for seven years, members now expect, and look forward to, ABRA’s posts. This reliability has been critical to driving sustained association marketing growth.

Email Marketing as the Powerhouse Channel

From day one, I made email the cornerstone of ABRA’s communication strategy. Members consistently respond with engagement far above industry averages:

• Delivery rates: 97–99%

• Open rates: 44–66% (double industry averages)

• Click rates: Up to 6%

In 2025, emails promoting the World Show livestream drove 252 site sessions, proving the direct connection between campaigns and member participation.

Seven years of consistency have built a culture of trust where members rely on ABRA emails for deadlines, updates, and association news.

Mobile-First Growth

When I built ABRA’s first modern website in 2018, mobile optimization was a priority from day one. Over time, we paired that foundation with a responsive form platform that makes online equine registrations simple and seamless on any device.

Today, 60% of all equine registrations are completed on a phone. This ease of use has positioned ABRA as a leader in the equine industry, making it faster and more convenient for members to participate wherever they are.

The Bigger Picture: 2018–2025 Association Marketing Growth

What makes ABRA’s success special is that it’s not a one-year spike. It’s been sustained growth of about 40% each year since 2018.

• A modernized brand and mobile-first website set the foundation

• Organic social media created visibility without ad spend

• Email became the trusted channel for engagement

• Streamlined mobile forms kept registration effortless for members

This isn’t luck, it’s the result of seven years of consistent execution, even on a shoestring budget.

Conclusion and Call to Action

Since 2018, ABRA has seen approximately 40% association marketing growth year over year, including another strong leap in 2025.

This growth proves that associations don’t need massive budgets to see real results. With the right mix of strategy, creativity, and consistency, long-term success is possible.

👉 If you’re looking for a proven marketing professional who can drive consistent brand growth year after year, even with limited resources, let’s connect. Karri Owens | karri@karriowensdesigns.com | 509-628-6904