If it isn't on the web it doesn't exist

Anybody out there still using the the print version of the Yellow Pages?
If your association isn't on the web, you don't exist.
If I can't find your white paper via keyword search in 3 clicks it doesn't exist.
Don't spend big money on an SEO consultant. Ask the 20-somethings in your organization. It ain't that hard to get top rankings if you have good content that is searchable and tagged. Search engines are dumb... in a good way. They'll find your stuff if you let them. The people you want to reach will find you.