Written by Leisa Gill.
Some of the biggest questions we ask ourselves as association management professionals focus around member engagement. “How can we keep our members engaged?” “How can we strengthen our relationship with members and encourage them to stay active within our association?” For many associations, our clients included, members are the reason we exist, causing it to become crucial that we get and keep them engaged. Here are three tips for associations to help foster and maintain member engagement.
- Engage members through your website by keeping your content fresh, relevant and easy to find.1 Your website is your primary identity online. It’s where people go to learn more about your association, register for events, receive news, and manage their membership profile. The goal is to keep members coming back to your website, and you can do that by providing relevant and timely content such as blog posts, membership updates, and industry information. Your website should be user-friendly and created with your members in mind. What kind of information are they looking for and where would they expect to find it? As more and more people are using their mobile devices to browse the web, it’s becoming increasingly important that your website is also mobile friendly.4
- Include more calls to action.2 Sometimes getting members involved is as simple as asking them to participate. But before you ask, have a list ready of all the ways they can get involved. Be sure include different levels of opportunities from short-term engagement (ie: taking a survey, liking a Facebook post, or sharing a blog post), to more in-depth engagement (ie: speaking at an event, becoming a volunteer, or joining a committee). Create buttons and messages on your website and social media that call for action such as liking or sharing a photo, rating something, or viewing a video.3
- Engage members through social media. A great way to ensure engagement is to connect to your members through social media (Facebook, LinkedIn, Twitter, Instagram, etc.). Typically, members are on the lookout for networking opportunities and relevant industry news they can share, and by pushing news and events out through your social media accounts, you can quickly become a “first stop” in your members’ daily social networking efforts.4 Your members want to know there is actually a person behind your logo. Social media allows you to connect on a more personal level, creating two-way communication and growing relationships with members.
1 – http://www.wildapricot.com/articles/tips-for-building-membership-engagement
2 – http://blog.socious.com/5-easy-actions-to-take-to-increase-member-engagement-next-year
3 – http://blog.socious.com/bid/65575/6-Rules-for-Engaging-Younger-Customers-or-Members
4 – http://www.matthewferrara.com/rssfeed/association_engagement/