One thing PASS could do is: Get noticed outside of the database industry. Get in the news so the mass public becomes aware of the organization in a good or interesting way. That would make membership more valuable to members. Get a picture of John Hodgman wearing a PASS tee shirt - or President Obama - you know - lots of interesting people wearing the tee shirt and post those occasionally - create that ironic illusion that everyone knows what PASS is. Get some cameo appearances of people wearing a PASS shirt in some movies or television.
Get some artists from Threadless.com or some other online groups to create the new PASS shirt for the year - so that it's cool to have one.
An broad organization can often do things that a company or person can't. For instance, maybe PASS could survey companies and heat map those that use SQL Server - or get license information from Microsoft and visualize it. The idea is to come up with data sources not normally available and do something with it of interest to the membership.
One organization to take notes from is Improv Everywhere[/url] based out of New York City. They organize and film lots of crazy missions. We could do something like that.
A great point that Steve mentions is that PASS being a tech-savvy organization, it would be nice to see us do some interesting things with technology that other professional associations haven't done or don't do. Perhaps we could do a geographic visualization of all the PASS members - and maybe do a heat map of involvement with different colors for conference attendance, articles contributed - etc. That information could help other PASS members become aware of other local members with whom they can collaborate.
PASS could do interviews of notable industry people and then post them on the PASS site. The Simple Talk newsletter does something like that - and I really enjoy those.
Also, if an organization like PASS is open to member-submitted articles, one way to solicit more of those would be to offer suggestions on specific topics - or get to know specific members and find out what they could write about.