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Introduction:

The American Mental Health Counselors Association (AMHCA) is the premier national voice for clinical mental health counselors, a distinct professional group championed since its founding in May 1976.

Mission: To advance the profession of clinical mental health counseling by setting the standard for collaboration, advocacy, research, ethical practice, and education, training, and professional development. AMHCA C.A.R.E.E.s is a tagline that supports our mission.
Vision: To position clinical mental health counselors to meet the health care needs of those they serve, while continuously advancing the profession.

Organizational Overview
AMHCA is a 501(c)3 serving just over 7,000 individual members. It maintains a lean, virtual staff model, coordinating operations and member services remotely. Governance is led by an engaged Board of Directors, supported by a diverse network of committees, task forces, and state chapters, all driven by our strategic plan.

Reasons for issuing an RFP:

Over the past three years, after the retirement of our full-time Executive Director, AMHCA has contracted with an Interim Executive Director. We are deeply grateful for their leadership, commitment, and the stability provided during this transition period. As part of our long-term vision for growth and sustainability, the Board would like to have full-time and permanent executive direction. As a part of this transition, the AMHCA board has made the decision to transition to an Association Management Company (AMC) model in addition to our AMHCA staff. This strategic move will allow us to leverage the expertise of a professional team, expand our capacity to serve members, and strengthen our operational foundation. The organization now has two of the four staff positions open - Executive Director and Director of Events, leaving room for an AMC to fill operational gaps. A few priorities for AMHCA in the immediate future are execution of our 2026 annual conference, celebrating our 50th Anniversary in 2026, starting the execution of our 2027 annual conference, ensuring the continuity of publications such as the Advocate Magazine, increasing member benefits, and governance.

About the Organization: Organizational Structure

From its inception, AMHCA has played a foundational role in shaping the profession. Key early achievements include:

1. Defining the scope and identity of clinical mental health counseling
2. Establishing standards for education, training, ethics, and practice
3. Developing a national credentialing system
4. Launching the Journal of Mental Health Counseling, a key publication platform for research and clinical practice published quarterly
5. Keeping Ethical Standards updated and relevant

Board, Staff & Committee Structure

The AMHCA Board is composed of 12 members. President, President-Elect, Past President, Treasurer, four (4) Regional Directors, and one (1) Director elected at large. There is an appointed Graduate and Emerging Professionals Chair who has voting rights in addition to the elected members. Two are non-voting, appointed positions that are optional to fill (Secretary and Parliamentarian). The executive director is an ex-officio member of the Board, bringing the number 13. Board members serve terms of 3 years.In the current fiscal year there are 12 board meetings per year, once per month. All board meetings are held virtually, with one held in-person at the annual conference. The frequency and duration of meetings is adjusted as needed.

AMHCA Staff

We have four full time staff positions (two filled at this time) outlined in governing documents including the Executive Director/CEO, Director of Membership, Director of Communications, and Director of Events. These positions all participate in executing AMHCA programming. Between the four positions there is staff presence in all committees, task forces, and workgroups.

The AMHCA board of directors oversees the Executive Director/CEO role including hiring, performance evaluation, and strategic planning. The Executive Director/CEO of AMHCA serves as the chief staff officer and primary liaison between the Board of Directors, staff, members, and external stakeholders. This role is responsible for implementing board policies, advancing the association’s strategic plan, and overseeing all operations, including staff supervision, fiscal management, membership growth, and program delivery. The CEO/ED represents the association nationally in advocacy and public relations, builds partnerships to strengthen AMHCA’s influence and resources, and ensures programs, initiatives, and communications align with the mission to advance the clinical mental health counseling profession. The organization would like to work towards filling this role within the next 12 months.

AMHCA staff collaboratively work with our board of directors and committee leaders to ensure completion of projects and day-to-day operations.

Director of Operations, Finance and Membership

This position, reporting to the CEO/Executive Director, provides comprehensive support across membership management, operations, finance, IT coordination, HR support, and foundation liaison responsibilities. In membership, the role assists the Membership Committee Chair and develops and implements recruitment and retention programs, manages member databases, processes applications and renewals. This role also supports members with questions regarding the website and their membership benefits. Operationally, the position serves as the point of contact with consultants and building management, oversees office equipment and vendor services, and ensures smooth office function. In HR support, it helps with onboarding, staff training, and maintaining personnel files. Technology duties include coordinating with consultants, troubleshooting, and providing staff technical support. Financial responsibilities encompass bookkeeping, accounts payable/receivable, deposits, reconciliations, audit preparation, budgeting, and assisting with conference-related financial data. Finally, as foundation liaison, the role manages donor and pledge records, prepares proposals, administers solicitations, acknowledges gifts, coordinates special events, and develops promotional materials. Overall, it is a multifaceted position integral to the organization’s daily operations, member engagement, financial accuracy, and donor relations.

Melissa McShepard (she/her) has served in this role in AMHCA for 17 years. Throughout her tenure, she has played an integral role in managing operations, overseeing finances, and ensuring a strong, member-centered experience. Known for her creativity, reliability, and deep commitment to service, Melissa thrives in balancing strategic vision with the day-to-day details that keep AMHCA running smoothly. She especially enjoys connecting with members, maintaining organized systems, and finding new ways to enhance their experience. Passionate about making a meaningful impact on the counseling profession, she continues to bring enthusiasm and care to her work—and in her free time, she enjoys line dancing and karaoke.

Director of Communications

Reporting to the CEO/ED, this position manages a wide range of communications, advertising, digital platforms, and strategic planning functions. Responsibilities include serving as liaison to the Advocate editorial team, being editor-in-chief for the journal, promoting publications, and overseeing the design or outsourcing of graphics and organizational communications. The role also manages advertising by developing packages, assisting advertisers with creative needs, processing orders and payments, maintaining vendor relationships, and tracking analytics. As webmaster, the position designs and maintains websites across multiple platforms, troubleshoots technical issues, and develops interactive tools such as surveys and forms. In addition, the role oversees email marketing by creating an annual plan, scheduling and designing campaigns, and monitoring engagement. It also supports chapter relations by coordinating reports and working alongside the Chapter Relations Committee. Finally, the position contributes to organizational strategic planning by helping to communicate and implement priorities, monitor execution, and ensure alignment between departmental initiatives and overall goals.

Whitney Meyerhoeffer, MPA, CAE serves in this role and is an association executive with over 15 years of leadership experience across nonprofit and membership-based organizations. She has a proven track record of aligning strategy, communications, and operations to grow visibility, engagement, and non-dues revenue. She is skilled in board relations, chapter development, staff and contractor oversight, and strategic planning. Adept at leading cross-functional teams, managing budgets, and driving organizational impact through collaborative leadership. She holds a Master of Public Administration from Virginia Tech and is CAE certified. She is committed to good governance, member value, and mission focused growth.

She is involved in her community, on the board of the National Capital Area Chapter of the American Society for Public Administration, on the Professional Development Committee for the Virginia Society for Association Executives and is a member of the Communications Professionals Advisory Council for the American Society for Association Executives. She is a gardener, a runner, dog lover, wild story collector, and a mental health advocate.

Committees and Taskforces

Committees are crucial to the work of the organization. We have 23 committees, sub-committees, and task forces:

1. Advancement of Clinical Practice Committee (ACPC)*
2. Annual Conference Committee*
3. Awards and Recognition Committee*
4. Credentialing Certification Board | Credentialing Planning Committee*
5. Continuing Education Committee*
6. Communication Committee
7. Ethics Committee*
8. Executive Committee*
9. Finance Committee*
10. Graduate Student and Emerging Professionals Committee (GSPC)*
11. Nominations and Elections Committee*
12. Public Awareness Committee (PAC)*
13. Public Policy and Legislation Committee (PPLC)*
14. State Chapter Relations Committee*
1. Leadership Development Sub-Committee
15. Multicultural and Social Justice Committee (MSJC)
16. Membership Committee
17. Strategic Planning Committee
18. Neuroscience Taskforce
19. International Counseling Taskforce
20. Data-driven Mental Health Taskforce
21. Community Engagement Taskforce
22. Accessibility Taskforce

Website & Technology

AMHCA utilizes a Higher Logic website platform, along with several of its integrated add-on products such as forums and online communities. Member communications are distributed through Higher Logic as well.

For member management, AMHCA uses MemberSuite, which supports event registration, product purchases, and the administration of continuing education certificates for both members and non-members who participate in educational programs.

The organization also relies on Dropbox for document storage. While Microsoft Office products are available, they are not currently used to their full potential. Airtable is often used for forms and data collection. SurveyMonkey is the primary tool for annual surveys and elections.

The Director of Communications has recently reviewed AMHCA’s current technology usage and identified opportunities for improvement. This is an area where partnership with an Association Management Company (AMC) could provide significant benefit by ensuring that our technology systems are used in an appropriate, effective, and efficient manner.

About the Organization: Programming

Membership

The organization has around 7000 members with 10 categories of memberships. Membership has been on a slow incline for the past 5 years. We gather new members monthly, but retention has been an issue. AMHCA has a Director of Membership to oversee operations in this area.

AMHCA has 35 affiliated chapters across the country divided into 4 regions with regional directors to encourage chapter development. Each chapter is their own incorporated entity with varying levels of involvement at the national level. Each manages their own membership with an opportunity for unified dues to ensure members are connected at the state and local level.

Read more under the “Join” tab on the website. All memberships have voting rights in the organization unless indicated below.

Clinical Member – $183

For counselors with a Master’s degree or higher in counseling or a related field, whose primary work is direct delivery of counseling services. Must hold state licensure/certification, or be a Certified Clinical Mental Health Counselor.

Professional Member – $183

For professionals with a Master’s degree or higher in counseling or a related field from a regionally accredited institution.

Joint Dues Member – $147 (plus discounted affiliated chapter dues)

Available to Clinical and Professional members who want to join AMHCA and their state chapter at the same time. Offers savings on both AMHCA and state membership.

Emerging Professional – $84

For graduates in their first or second year of practice (Master’s or Doctoral degree required). Eligible for up to 2 years in this category. Proof of graduation date may be required.

Student Member – $84

For students enrolled at least half-time in a graduate counseling or related program. Limited to 3 years (Y1, Y2, Y3). Includes complimentary liability insurance through our insurance partner.

Associate Member – $79

For individuals in human resources, personnel, or other roles supporting the professional work of AMHCA.

Retired Member – $79

For professionals with a Master’s degree or higher in counseling or a related field who are now retired.

Academic Member – $99

For full-time professors, instructors, researchers, or staff (e.g., department chair, dean) at a regionally accredited institution. Full-time status is determined by the institution.

International Associate Member – $125

For clinical mental health counselors outside the U.S., International members may attend meetings but are not eligible to vote or hold office.

Continuing Education

The AMHCA Annual Conference is a major income generator and held once a year with a location varying across the country. The regular conference lasts three (3) days and attendance has been varied with 640 attendees in 2024 and 522 attendees in 2025. Along with pre-conference sessions (1 day) and keynote speaker(s) there are breakout sessions and around 30 exhibitors.

Ahead of the AMHCA Annual Conference the organization holds a Leadership Summit for leaders of affiliated chapters. The Leadership Summit is one and a half (1.5) days and attendance averages 60-70 attendees.

When AMHCA was staffed with a director of events, the organization hosted monthly webinars and a fall summit that were offered live virtually and then added to the vast array of on-demand content. We have the capacity to host and manage this internally, but have transitioned from using AMHCA staff support to Trusted Provider Network (TPN) to expand our staff capacity.

AMHCA Foundation

Mission and Vision

The vision of the American Mental Health Counselors Association Foundation is a thriving country where mental health is valued, accessible, and integrated into overall well-being, supported by a robust and well-resourced mental health counseling profession.

The mission of the American Mental Health Counselors Association Foundation is to promote mental health and well-being by supporting the advancement of the mental health counseling profession through philanthropic endeavors, research, education, and professional development.

AMHCAF Proposed Goals and Objectives

Fundraising and Resource Development:

• Establish diverse fundraising strategies, including individual donations, corporate sponsorships, grants from foundations, and planned giving.
• Develop and execute annual fundraising campaigns to support Foundation initiatives.
• Cultivate relationships with potential donors and stakeholders.

Grant-Making and Program Support:

• Provide grants to support innovative mental health counseling programs and initiatives.
• Offer scholarships and financial aid to students pursuing careers in mental health counseling.
• Support research projects that contribute to the understanding and advancement of mental health counseling practices.

Professional Development and Education:

• Fund continuing education opportunities and workshops for mental health counselors.
• Support mentorship programs for emerging professionals in the field.
• Develop and disseminate resources to enhance the skills and knowledge of mental health counselors.

Other major programs, activities and/ publications

• Group Insurance
• Chapter Programs/Assistance
• Standardization
• Credentialing Certifications
• Continuing Education Credits
• Education
• Federal Advocacy

AMHCA Publications

• Essentials of the Clinical Mental Health Counseling Profession
• AMHCA Standards
• AMHCA Code of Ethics
• The Clinical Mental Health Counselor Declaration
• Journal of Mental Health Counseling
• The Advocate Magazine
• Practice Guidelines
• Reports

Advocacy

Alongside our committee for Public Policy and Legislation (PPLC), AMHCA participates in coalitions to support our advocacy efforts including the Medicare Mental Health Workfoce Coalition, the  Professional Counseling Leadership Coalition, and the Mental Health Liaison Group (MHLG) coalition. AMHCA has hosted a day on the hill or a national day of advocacy and we would be open to more grass roots advocacy efforts. We have also issued toolkits to state chapters and assistance with advocacy in the past from our ED/CEO or advocacy contractor. With the CEO/ED and Director of Events positions currently unfilled, this area requires additional external support to strengthen and sustain AMHCA’s advocacy presence at both the national and grassroots levels.

Financial Overview: FY 2024-2025

The organization’s fiscal year begins July 1. Financial statements are prepared monthly by a CPA for board review.

Total annual revenue for most recent fiscal year - $1,072,055.13

Total annual expenses for most recent fiscal year - $995,288.98

Total assets at last year's end - $850,646.10

Current year budgeted revenue - $1,104,000

Current year budgeted expenses - $1,089,550

Scope of Services Requested:

AMHCA is looking for the following areas of support and services to enhance our operations and increase revenue to ensure sustainability of the membership organization.

General Headquarters/Office (Support)

AMHCA does not require traditional headquarters or office support, as our staff operate remotely. Limited administrative assistance may be needed as services and membership benefits expand. Human resource support could be beneficial, though AMHCA currently maintains staff benefits packages and personnel policies.

Executive Services, Board, and Committee Support (Lead)

The selected association management company (AMC) will serve as or take on the tasks of Executive Director for the immediate future, providing oversight of two staff members. Responsibilities include implementing and monitoring the strategic plan in collaboration with the Director of Communications and providing administrative support to the Board of Directors. Additional functions include:

• Supporting board development, policy creation, and bylaw revisions.
• Assisting with onboarding of board members.
• Serving as liaison with coalitions, national partnerships, and other advocacy and membership organizations related to mental health.
• Expanding non-dues revenue through sponsorships, advertising, and partnership development.
• Chapter relations support and direction, possibly expanding chapter benefits and boosting relationship between states and from national to chapter.

The Organization would like to move

Financial Management (Support)

AMHCA currently retains a CPA and has an in-house staff member managing accounting and bookkeeping. The AMC will work collaboratively with these resources to strengthen fiscal processes and identify best practices in financial management

• The organization is seeking to explore best practices in financial management.
• Strengthen fiscal processes and expand revenue opportunities.

The AMHCA Foundation's needs are present as well.

• Maintain accurate donor records.
• Maintain donation records, track pledges, send reminder notices of pledges due, and send acknowledgments of donations received.

Member Services (Support)

The AMC will assist the Director of Membership with efforts to recruit, retain, and engage members, including support for volunteer recognition and annual awards. Additional services include:

• Expanding and sustaining member benefits.
• Supporting scholarships, mentoring, and other engagement initiatives.
• Advancing AMHCA’s diversity, equity, and inclusion (DEI) initiatives.
  
  

Meeting and Event Management (Lead)

AMHCA requires support for its annual conference—the organization’s primary in-person annual event. Services include:

• Logistical planning, timeline management, and site selection/negotiation (2027 conference planning to begin shortly; 2026 location and hotel are secured).
• Vendor selection and management (audio-visual, catering, etc.) in coordination with the Conference Planning Committee and President-Elect (committee chair).
• Registration management (currently using MemberSuite).
• Onsite support for pre-event coordination and conference operations.
• Management of speaker contracts, sponsor/exhibitor prospectus, and post-event communications, surveys, and reporting.
• Marketing and sponsorship development, including maximizing Whova event platform capabilities.
• Support for hybrid event planning and recorded session distribution.

The AMC will have the opportunity to utilize AMHCA’s connection with the Trusted Provider Network (TPN) for ongoing continuing education opportunities as they see fit.

Marketing and Communications (Support)

The AMC will work closely with the Director of Communications to strengthen AMHCA’s marketing and communications strategy. The Director of Communications produces all marketing and communications for the organization with a small team of contractors (see list of publications above). The organization produces a weekly digital newsletter with advertising slots.

Areas of support would include:

• Development of annual communication calendars and multi-channel campaigns.
• Editing, publishing, and promoting content generated by committees and staff.
• Enhancing member and public-facing communications through press releases, publications, podcasts/vodcasts, videos, and other media.
• Conference marketing, branding, signage, and printed materials.
• Development of a comprehensive branding guide to assist AMHCA and state chapters.
  Exploration of direct mail or print campaigns as appropriate.
• Public relations support to ensure communication regarding AMHCA and mental health in the news/spotlight.

The AMHCA Foundation marketing and communication needs are present as well. (Lead)

• Research, prepare, and track corporate proposals.
• Coordinate the details of the special events at the annual meeting.
• Design foundation promotional materials.

Publications (Support)

AMHCA publishes a peer-reviewed journal and a member magazine, managed by the Director of Communications. The AMC will provide assistance with publishing and editorial support, particularly for the magazine, and assist with scheduled updates to publications such as the Ethics Code, Essentials Guide, and Standards of Practice. An annual or biannual editorial plan should be developed to sustain these efforts.

Certification (Lead)

AMHCA maintains a credentialing program that is currently inactive. The AMC will support efforts to reactivate and sustain this program.

Information AMCs should include in proposals:

• Each proposal will include a Cover Page, Proposal Narrative, References, and Budget.
• Convert all documents to PDF and combine in one file.
• AMC Background, mission/values, number of staff, client examples, testimonials, location. Have you worked with a national organization?
• Describe why your AMC would be the best partner for the association.
• Describe whether the AMC can serve each area of the scope of services and your approach to doing so.
• What technology or subscriptions do you have access to that may benefit AMHCA (BoardSource, OnBoard, BoardEffect, awards management software, application management, etc.)?
• Describe proposed staffing for the association: positions, responsibilities, departments.
• Provide a proposed timeline and process for the management transition.
• Provide a management fee structure, one-time fees, and transition fees, as applicable.
• Please provide three client references that our search team may reach out to.

Timeline

RFP posted: 11/11/25

Questions due from AMCs: 11/25/25

             Responses due from association to AMCs: 12/1/25

             Proposals due: 12/5/25

             Finalists selected and notified: 12/8/25

             Interviews scheduled: 12/8/25 - 12/17/25

             Final selection made: 12/22/25

             Transition begins: At the time notice goes out and contracts/agreements are complete.

             Contract begins: On or around 1/1/2026

Main Contact Information

Convert all documents to PDF and combine in one file and submit to:

Name: Courtney Ackerson, LMHC

Role with the Organization: President

Phone: 515-343-6627

Email: president@amhca.org