RAA could take a page out of MAAA's book.
MAAA has been working with a communication consultancy to rebrand and better communicate with members and potential members, and it has been well received so far. Check their new website MAAA.asn.au
The main reason for this change of direction has been competition both from another society AMAS, and competition from the non member crowd who fly without joining a club or association.
As I read in someone else's comment, competition is what seems to be missing from the RAA as it essentially has the monopoly. Unfortunately as we see so often in life, such as dealing with government agencies, human nature says that unless we have to compete to stay ahead, we never perform as well.