FBLA-PBL Modernizes Leadership Engagement Strategy with Higher Logic

Meet Our Customer

The Future Business Leaders Association-Phi Beta Lambda, Inc. (FBLA-PBL) is the largest career student business organization in the world. Each year, FBLA-PBL helps over 230,000 members prepare for careers in business. They use Impexium as their member database.

We caught up with Alexander T. Graham, Executive President/CEO, and Gabrielle Gallagher, Director of Communications and Marketing at FBLA-PBL. They filled us in on their work to develop a better engagement strategy for the association.

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Unengaging & Transactional Interactions

FBLA-PBL wanted to develop a better engagement strategy. Interactions with organizational leaders (including state advisers and local chapter advisers) tended to be transactional, because members had a hard time finding the association’s resources. They’d come to staff for help with finding content or had to search Google to find what they needed, which led to a poor user experience. And staff felt the strain too – they constantly had to respond to similar questions from advisers via email.


Modernize Engagement Approach

To solve these challenges, FBLA-PBL worked with Higher Logic to launch an online community and a new communications strategy with automated email campaigns, just prior to the COVID-19 pandemic and when their primary audience – educators – were displaced from in-school instruction. Where other associations might be reluctant to make changes and purchase new technologies during a turbulent year, FBLA-PBL’s decision to modernize their adviser engagement approach has proven successful.


“Pandemic or not, we were moving ahead with establishing a community platform. Our staff and volunteer leaders spent so much time responding to the same questions over email. Our communications were leaving people with more follow-up questions. We were only talking to, not engaging with our chapter leaders. We realized there had to be a better way. Our Higher Logic Leadership Community has truly made a tremendous difference. We are now delivering critical information and turnkey materials to business teachers 24/7 to better meet their needs.”

Alexander T. Graham Executive President/CEO, FBLA-PBL

Engage your Members