Recent research on association membership recruitment has found that email has surpassed events and in-person meetings as the most used member recruitment channel, with 67% of associations using events to recruit members and 82% using email. Plus, social media is hot on events’ heels at 65%, and when it comes to general digital engagement, reports show mobile use is only going up, with the average American spending over four hours on their phone everyday.
These numbers signal what many association professionals already know. While traditional events are still valuable, associations and their members are firmly in the digital age. As a result, one of the best ways to boost member engagement at your association is to provide opportunities to connect online.
In this guide, we’ll explore strategies for keeping your members engaged—and your association sustainable—in the digital age.
Send a Routine Email Newsletter
Given that email is the most popular communication tool for associations, your organization likely already uses it to connect with members in some capacity. Turn ad hoc communications into a structured, sustainable marketing strategy by creating a routine email newsletter.
Whether delivered weekly, monthly, or quarterly, email newsletters are an opportunity to engage your members. What you include in your newsletter is up to your association, but here are a few types of popular content to consider:
- Upcoming events. Let members know about time-sensitive activities at your association, such as conference ticket sales, online course registration deadlines, and virtual meet-up opportunities.
- Community spotlights. Showcase your community’s accomplishments, such as content members have generated for your association, achievements members have earned in their field, or appreciation messages highlighting long-term members.
- Organizational updates. When your association makes a significant change, your members will want to know. For example, if you’re adding a new chapter, welcoming a new board member, or offering new benefits, use your newsletter to keep members in the loop.
- Promotions. If your association or one of your sponsors is offering a sale, use your newsletter to get the word out and drive revenue.
- Content highlights. Anytime your association posts a valuable new blog post, launches a new course offering, or adds new features to its community platform, let members know through your newsletter so they can engage with it.
Your newsletter engages members in multiple ways: it helps keep your association top of mind, it highlights new engagement opportunities, and it reminds members to use their benefits so they can maximize the value of their membership.
If you feel you don’t have enough content to fill your newsletter, consider scaling back your messaging cadence (e.g., from weekly to monthly) to give your team the space to create high-quality messages members will want to engage with.
Match Volunteer Opportunities With The Right Person
With the rasa.io’s Campaign tool, send emails that match the
right volunteer opportunity with the right person.
Create an Online Community Platform
Community platforms create spaces for your members to gather online, connect with one another, and discuss your association. Think of these platforms as your organization’s own social media site, but without the distractions of the rest of the world posting their content alongside yours.
Clowder’s guide to member engagement software recommends looking for platforms with the following features:
- Member profiles and directory. When new members join your association, ask them to create a profile or review the one your solution automatically creates for them. A membership directory full of detailed profiles allows members to find and network with one another easily.
- News and resources. A news feed lets members see the latest happenings at your association as soon as they log in to your community platform, and it’s especially helpful if members can filter and customize their feeds to see the most relevant content to them. Additionally, ensure your resource library is easy to access, so members can get the full value of their benefits.
- Member communications. Your platform should let your association send messages to members, enable members to message one another directly, and build forums where members can converse publicly about various industry topics.
Additionally, look for member platforms that have mobile apps. When members can access your community via their smartphones, you can stay in constant contact, deliver real-time updates through push notifications, and create custom mobile experiences.
Provide Up-to-Date Content
In the digital age, your members have the freedom to do their own research on their professional field. To ensure members see the value of turning to your association specifically for educational and professional knowledge, ensure your content is relevant and current.
You can engage members and provide valuable content by:
- Implementing modern content delivery systems. Many associations provide online courses, but delivery methods for educational experiences have changed over time. Explore different learning management systems (LMS) to find tools that fit your members’ learning preferences. For example, some may prefer educational courses with a live instructor, whereas others prefer recorded videos, and still others enjoy primarily written lessons and quizzes.
- Refreshing content regularly. Stay up to date on the latest trends, news, and research in your field. When significant developments happen, edit your content to reflect them. This is especially important for associations that offer accreditation programs, where members expect to learn key skills and earn certifications they need for day-to-day work.
- Partnering with external professionals. Invite individuals from outside your association to host webinars, lead workshops at your annual conference, and contribute blog content. This helps your association create a larger resource library and present a variety of viewpoints.
Relevant, valuable content keeps members engaged with your association. You can also use this content to promote your membership program. For example, you might ask members who just completed your latest course offerings to provide feedback and highlight positive responses or changes you’ve made based on member suggestions in your email campaigns.
Create an Awards Program
Professional and trade associations have communities of experienced professionals making noteworthy contributions to their fields. When your association highlights members’ achievements through a well-managed awards program, you highlight the strength of your community and encourage other members to pursue their own professional goals.
OpenWater defines awards management as “the process of administering and overseeing various types of awards for association and higher education community members. These awards often include recognition for outstanding achievers and occasionally monetary scholarships or grants that honor excellence in academic, professional, and community contributions.”
Essentially, an awards program lets members either submit their own accomplishments or nominate others to receive prizes or grants. Your association’s appointed awards committee will then review entries and select a winner. Your award can be a cash prize, certificate, gift, or another acknowledgment of the winner’s achievements.
Regardless of your exact prize, use your awards program to engage all members. Host events celebrating your winners, showcase top entries on your community platform, and encourage members to share their own accomplishments online in hopes of getting nominated for your next award.
Show Appreciation to All Members
Whether they primarily connect with your association online or in person, members pay dues and take the time to engage with your community. Thank them for their contributions to ensure they know they are a valued part of your association.
Member appreciation can take several forms, such as:
- Personalized messages. Send thank-you messages that are unique to their recipients. Tools like member communication platforms and AI solutions can help you create and send these messages at scale.
- Shoutouts. If you feature member spotlights in your email newsletter or on your online community, experiment with shouting out members to provide them with a bit of public appreciation. Include a short bio for the member and an explanation of what they are being recognized for, such as being a great mentor to new members, contributing valuable content to your community, or helping your association as a volunteer.
- Gifts. When members make significant contributions to your association, consider sending them a tangible gift. For example, to celebrate five years of uninterrupted membership, you might send a member a thank-you package that includes a variety of merchandise branded to your association.
Your appreciation efforts can take place entirely online, or you can go the extra mile by adding a tangible element. For example, you might use your communication tools to draft custom messages that you then write on physical cards and send through the mail. Remember that even in the digital age, sometimes the most effective way to engage members is to take an offline approach.
The Bottom Line on Association Engagement
Modern association technology has transformed how member-based organizations like yours are able to connect with their communities. Leverage email newsletters and online platforms to connect virtually, while strategically leveraging traditional outreach approaches that stand-out in a digital-first environment.
