Betsy Atkins & Bob Michelson Join Avectra’s Board of Directors

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Technology and software veterans to help enhance Avectra’s leadership position in association management software

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I am very excited about Avectra’s technology and product offerings – and especially our software-as-a-service model

Avectra, the industry’s innovator for association management software, today announced that Betsy Atkins, chief executive officer of Baja Ventures, and Bob Michelson, operating partner at Sterling Partners, have joined the company’s board of directors.

Atkins is a highly-acclaimed technology entrepreneur and public company board member, bringing more than 20 years of experience advising and directing global companies spanning multiple industries.

As CEO for Baja Ventures, the venture capital firm she established in 1994, Atkins has been noted for her technological insight—investing in such companies as Yahoo and eBay. She most recently served as chairman and CEO of Clear Standards, Inc., a leading provider of on-demand enterprise carbon management sustainability software.

Michelson is a marketing professional with 30 years experience leading early to mid-size business service and software companies. He specializes in leveraging technology to accelerate and optimize value to customers, most recently serving as CEO for Goliath Solutions, a marketing intelligence company, and Web-based service providers such as FastWEB (acquired by Monster), FunBrain (acquired by Pearson) and a division of iXL (an IT strategy and services company).

“As we continue to grow and enhance our position as the leading provider and innovator of association management software, Betsy and Bob’s acumen in the fields of technology and software will be invaluable to Avectra,” said Richard Davis, CEO for Avectra. “We’re confident that we have assembled an extremely talented and diverse board to help guide Avectra’s future with a blend of business and association expertise.”

Atkins began her entrepreneurial career co-founding high-tech companies, including Ascend Communications, a $5.4 billion NASDAQ company that merged with Lucent in one of the largest deals in the history of the data networking industry. She currently serves on five public company boards (SunPower Corporation, Polycom, Inc., Chico’s FAS, Towers Watson and Reynolds American, Inc.) and the NASDAQ Exchange board of directors, and is an advisor to British Telecom and a member of the Council on Foreign Relations.

“I am very excited about Avectra’s technology and product offerings – and especially our software-as-a-service model,” said Atkins. “I think we are uniquely positioned with a great platform to grow both in our current market and adjacent areas, and I’m eager to help direct our next steps.”

Bob currently serves on the board for The SAVO Group, Active Day and 10X. “There is a tremendous opportunity for Avectra to expand its value to the association industry by providing innovative applications to increase revenues for associations and enhance value to association members,” said Michelson. “I look forward to supporting Avectra in optimizing its long-term success.”

About Avectra
For the last 16 years, Avectra has been translating our clients’ needs into market-leading association management software – whether our clients serve members by the hundreds or hundreds of thousands. Our 100% Web-based technology integrates data with business processes and then automates it, so our clients can engage members, provide access to all of their resources and get more done. Each of our solutions is continually refined by the user community, ensuring that we have the features our clients need to run their businesses and lead their industries. With ongoing, automatic upgrades that won’t disrupt service or incur additional costs, we keep our clients current with the latest technology. Avectra is headquartered in McLean, Va., with a regional office in Chicago. Avectra is backed by Sterling Partners.
To explore the netFORUM family of products, please visit, or call 800-858-8272.

About Sterling Partners
Sterling Partners is a leading private equity firm with more than 25 years of experience partnering with entrepreneurs to build market-leading businesses and generate superior returns. With approximately $4 billion of assets under management, Sterling invests growth capital in industries with positive long-term trends and provides ongoing support to management through a dedicated team of industry veterans, operators, strategy experts and human capital professionals. Sterling Partners is a leader in education, healthcare and business services and is co-headquartered in Chicago and Baltimore. For more information, please visit
Media Contact:

Ray van Hilst, Avectra
(703) 506-7158

Jodi Broadwater, Avectra
(703) 506-7169


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