AMERICAN PSYCHOLOGICAL ASSOCIATION

Membership office the apa membership office includes membership marketing, the service center, and media & event sales. Membership marketing drives recruitment, retention, and engagement through strategic campaigns using digital and traditional channels. In 2024, membership launched the new supporter category, introduced the apa community (an exclusive space for members to connect and collaborate), and modified the membership dues structure. The service center acts as the primary contact point for member and customer inquiries, handling transactions and support. Media & event sales connects advertisers, sponsors, and partners with apa's audience through unique media and event opportunities. The membership office relies on research to understand member needs and delivers tailored content, products, services, and experiences. As of the end of 2024, apa had over 173,000 members, affiliates, and supporters.

Practice directorate the apa practice directorate promotes the practice of psychology and advocates to increase public access to high-quality, evidence-based, and innovative psychological services. We equip psychologists to be leaders and specialists in mental and behavioral health care to improve population health and decrease health disparities. We support and partner with numerous apa boards, committees, and workgroups whose efforts benefit psychology, psychologists, and the public. This program is for the executive office of the chief of professional practice and deputy chief of professional practice, office of independent practice, and related activities and staff. Communications apa communications oversees the association's brand, content, and messaging, serving as the primary point of contact for media and the public. Communications promotes the advancement and application of psychological science to benefit society and improve lives. Working closely with the ceo and all apa offices, apa communications crafts and disseminates content for psychologists, media, and the general public. Products include news and feature content, social media, websites, videos, podcasts, and advertising. In 2024, apa's digital footprint expanded significantly. The main apa website (www.apa.org) drew 2.8 million monthly visitors, while all apa affiliated websites drew a total of 3.3 million visitors monthly. Social media followership increased to 2.2 million. Notably, apa resources claimed the top unpaid google search position for over 16,000 psychology-related keywords. Apa's award-winning monitor on psychology magazine reached a combined 200,000 readers via print (70k) and digital (130k). And apa garnered more than 53,000 media mentions and speaking of psychology podcast episodes were downloaded or streamed more than 3.5 million times in 2024. Apa communications also manages the association's annual convention, attracting around 9,000 attendees, and oversees internal communications and staff engagement initiatives. Through these diverse channels, communications continues to expand the reach and impact of psychological knowledge. Science in 2024 the directorate issued its biweekly newsletter that provides psychological scientists with the most relevant news and information to help them with research; and its biweekly newsletter that highlights apa journal articles selected as noteworthy and impactful for the field by apa journal editors. The directorate continued to host its webinar series to highlight conversations among scientists on important issues in the field (8 webinars reaching more than 7,000 registrants) and hosted 10 free science training sessions (reaching more than 15,000 registrants) focused on research methods and analysis. The directorate awarded research grants to graduate students and continued a summer research fellowships for college students. In addition, the directorate hosted a student award winners poster showcase at the annual convention. The directorate completed and disseminated a career guide, published a new webpage on becoming and being a psychological scientist, executed and promoted the 2024 work in america survey, and hosted its program of science summits at the apa annual convention to highlight science in key areas impacting society. The directorate organized and supported the work to produce the apa health advisory on the science behind how social media affects youth.