Case Study: ABASA boosts member engagement and operational efficiency with Glue Up

ABASA Improves Their Adaptability to Better Serve Members with Glue Up

Association for the Advancement of Black Accountants of Southern Africa (ABASA) is a national association with 9 branches and a contact list of more than 5,000 leads that had been managed in Excel spreadsheets. ABASA struggled with manual database consolidation, difficult membership tracking across branches, audit and payment reconciliation challenges, and the need to move events online during COVID—so they adopted Glue Up’s all‑in‑one membership, CRM and event management tools.

Glue Up implemented a centralized CRM, payment and event-management platform (with Xero integration and planned community features) that simplified reconciliations, audit evidence and event marketing. Using Glue Up’s tools ABASA has converted contacts into 400+ paying members, increased event registrations and paid memberships, improved member communication and visibility, reduced training time for volunteers, and streamlined back‑office operations—delivering measurable ROI and greater organizational adaptability.

ABASA

Linda Maqoma

National Head of Transformation