AOPA simplified its operations and doubled newsletter subscribership with Multiview

Summary

AOPA wanted a more consistent experience for its members across its media partners. It expanded its Buyer’s Guide partnership with Multiview to include the newsletter, show brief, website advertising, and retargeting, bringing its media programs under one partner. Since then, AOPA's non-dues revenue has grown nearly four times its prior annual average, and newsletter subscribers have doubled.

Association background

Founded in 1917, the American Orthotic & Prosthetic Association (AOPA) is the national trade association for the orthotic and prosthetic profession, representing roughly 1,800 patient care facilities and device manufacturers with a staff of 11.

Challenge

For about 10 years, Multiview’s work with AOPA centered on their Buyer’s Guide, a digital directory of the vendors AOPA lists for its members. The rest of the association’s media program sat with other partners or with an internal team handling communications and membership. Joy Klapp, AOPA’s Director of Communications and Membership, oversees both functions with one teammate supporting membership. A separate vendor ran the newsletter, and the team handled website advertising in house.

“We handled website advertising internally, which was a nightmare. It wasn’t really revenue producing at all.”

Joy Klapp, Director of Communications and Membership, American Orthotic & Prosthetic Association (AOPA)

With several partners involved, members were hearing from multiple outside contacts, which made it harder to tell who was reaching out and why. The newsletter format also had limits: a single link to a PDF and a fixed structure that left little room for AOPA’s input.

Competition added pressure. A competitor produced a show brief for its annual event, and AOPA had no equivalent. Writing one on site during the National Assembly, AOPA’s annual conference, was not realistic for a team this size.

Solution

Years of collaborative work gave AOPA a close look at how Multiview operates. When Klapp saw the chance to simplify, she made the case to shift their media program to Multiview to AOPA’s executive director, who saw the revenue opportunity and the value of members hearing from fewer partners.

Multiview built a weekly newsletter with room for full stories written by AOPA, replacing the single-link PDF format. A show brief for the National Assembly gave AOPA a counterpart to its competitor’s, and it took a writing task off the team during the busiest weeks of the year. Multiview took over website advertising from AOPA’s internal team and added site retargeting to reach visitors again after they leave the site.

Results

In 2024, the first year of the expanded program, AOPA’s non-dues revenue nearly quadrupled, rising 286% above its previous annual average. It has continued to climb since. That revenue helps keep the communications and membership budget where it needs to be, with room for new software, such as a tool for recording member testimonials. It has also made revenue steady enough to forecast, which gives Klapp a firmer footing for year-over-year budgeting.

Reporting plays a role in that. Klapp can see sales across every Multiview product on demand.

“I love y’all’s dashboard. I don’t have to wait for a quarterly report. I can go online and see where the sales are across all of our products with you. Knowing who’s buying and how much we can expect so I can plan has been very helpful.”

Joy Klapp, Director of Communications and Membership, American Orthotic & Prosthetic Association (AOPA)

The newsletter and the show brief now work as regular member touchpoints. With one partner creating both, members get one point of contact and a more coordinated experience. Newsletter subscribers have doubled since Multiview took over, and the unique click-through rate has increased 44% year over year, which shows increased engagement with each issue. Klapp notes that complaints about story selection, once common, have faded.

After 13 years, the relationship has grown from a single solution into a program that supports both AOPA’s goals and its member experience. Klapp credits the Multiview team’s openness to feedback as a reason the relationship works, and she sums up what that looks like in a single sentence:

“Multiview shows up as a true partner who delivers on expectations.”

Joy Klapp, Director of Communications and Membership, American Orthotic & Prosthetic Association (AOPA)