Case Study: Pennsylvania Institute of Certified Public Accountants achieves precise engagement insights and identifies active/inactive members with Aptify

PICPA Reveals How Implementing Composite Engagement Scoring Is Helping to Identify Its Most Active (and Inactive) Members

The Pennsylvania Institute of Certified Public Accountants (PICPA), a 20,000‑member professional association, needed a better way to measure how members engage with its programs and strategic goals. After testing nine KPIs and finding results diluted and unhelpful, leadership faced the twin challenges of choosing the right KPIs and improving how engagement activities were tracked in their AMS.

PICPA adopted Composite Engagement Scoring (CES), pared KPIs down to five, weighted them to total 100 points, and mapped activity levels to point values—while updating processes to capture previously untracked engagement. The change produced clear results: highly active members and leaders now score in the 90–100 range, chapters report engagement as high as 91%, management can identify “checkbook” (zero‑score) members for targeted outreach, and the association has a sharper, data‑driven focus for member engagement strategy.

Pennsylvania Institute of Certifed Public Accountants

Heidi Turley

Vice President of Operations & CFO