Breaking the Revenue Mold: APMP’s Rick Harris on Creative Growth Strategies

|January 27, 2025|

Picture this: A national championship belt, gleaming under arena lights, worn proudly by… a nail-driving champion?

If this sounds unexpected, that’s exactly the point.

In the world of association leadership according to Rick Harris, CEO of the Association of Proposal Management Professionals (APMP), the unexpected is where the magic happens.

Professional headshot of Rick Harris, a smiling man with glasses, grey beard, and black suit jacket against a dark grey background

APMP CEO Rick Harris, whose unconventional approach to revenue generation includes championship belts and strategic fun, has achieved 10%+ membership growth in 12 of his 13 years at the helm.

“People love to compete,” Harris explains, leaning forward with the enthusiasm of someone about to share a treasured secret.

And he should know. Before transforming APMP into a powerhouse of innovation and growth, Harris orchestrated what might seem like an unlikely hit: the National Nail Driving Championships for the National Association of Home Builders!

What started in a small room with 150 participants evolved into a million-dollar sponsored event complete with qualifying tournaments and those coveted championship belts that competitors prized more than the cash awards.

While the championship belts steal the show, they’re just one chapter in Harris’s playbook. At APMP’s helm, he’s engineered 10%+ membership growth for 12 out of 13 years by turning creative sparks into revenue-generating fireworks.

In an era where many associations still cling to the “break-even” mindset of decades past, Harris offers a bold alternative vision.

The Art of Strategic Fun

“When you introduce fun into an association, you’ll get noticed, you’ll get press coverage, you’ll get more members, and you’ll be able to do more,” Harris asserts.

But there’s method to this apparent madness. Before his association career, Harris spent 13 years in radio and television, where quarterly ratings determined survival. This background instilled a relentless focus on measurable results that he’s carried into the association world.

His approach combines creative thinking with strategic execution. Take APMP’s transformation from what Harris describes as a “stodgy old academic” organization into a dynamic, business-focused community. The key? Understanding your business landscape and your members’ tolerance for change.

The Partnership Paradigm Shift

Harris’s perspective on partnerships might raise eyebrows among traditional association executives. He actively avoids the common trap of reciprocal agreements with other associations to split revenue. Instead, he focuses on strategic partnerships with companies that can provide unique value to members while contributing to the bottom line.

“Just this last year, APMP has partnered with three companies and we’ve driven in over $100,000 in revenue off of those partnerships,” Harris reveals.

His advice? Look either inside your membership or target companies you want to bring into your community. APMP’s partnership with Microsoft exemplifies this approach, bringing a major industry player into their membership while creating valuable opportunities for both organizations.

The Innovation Lifecycle

Perhaps most striking is Harris’s philosophy on knowing when to end successful programs. “When you’ve ridden the horse and you feel it tire, get off the horse and go find a new one,” he advises. This might seem counterintuitive, but Harris insists that ending programs at their peak creates space for fresh innovation and conditions your audience to anticipate what’s next.

For new association executives looking to drive innovation while navigating organizational dynamics, Harris recommends starting with one or two signature initiatives rather than overwhelming the organization with change. “Map it to the ideas and words that the board has,” he suggests, “and show how you’re going to help meet that strategic goal.”

The Growth Mindset

A conceptual illustration of a money tree with lush leaves made of dollar bills, surrounded by professionals planting and nurturing smaller trees in a bright, optimistic landscape, symbolizing growth and collaboration.

Planting the seeds of success: Embrace the ‘money tree’ philosophy by fostering growth, teamwork, and strategic abundance.

Under Harris’s leadership, APMP has grown from one full-time employee (himself) and two part-timers to a team of 14, with plans for further expansion. He attributes this success to what he calls the “money tree” philosophy: “There are two types of association people… those who just look at the money tree and think it regenerates every year, and those who plant many, many money trees. Those are the people I want on my team.”

This growth isn’t just about numbers. Harris emphasizes that the ultimate measure of an association’s success is its impact on members’ lives. “Can you take a group of people and help move them to the next level in their careers?” he asks.

“Do they make more money because they’re with you? Do their salaries increase?”

Looking Around the Corner

In an industry that’s constantly evolving, Harris emphasizes the importance of “looking around the corner” – anticipating trends and opportunities before they become obvious. This involves careful reading of industry publications, conversations with member company CEOs, and a willingness to take calculated risks on new initiatives.

“Most of what we produce hits,” Harris notes, “because we’re looking around the corner.”

This forward-thinking approach, combined with a relentless focus on execution and member value, has helped APMP consistently exceed growth targets and create innovative programs that serve their community while driving revenue.

For association executives seeking to break out of traditional revenue models, Harris’s message is clear: the ideas are already there, waiting to be discovered within your organization. The key is creating an environment where innovation can flourish, maintaining strategic focus, and having the courage to try new approaches – even if they involve championship belts.

🎥 Want More Revenue-Generating Ideas from Rick? In the full interview, Rick shares additional insights including:

  • His complete “money tree” philosophy for sustainable growth
  • Specific examples of successful partnership strategies
  • How to identify when a program has peaked
  • Tips for getting buy-in on innovative ideas

Watch the Complete Interview with Rick Harris on YouTube →

KiKi L’Italien is the Editor-in-Chief of Association Chat Magazine and host of the Association Chat podcast. She explores topics that matter most to association leaders and professionals.