Successful associations prioritize improving the member experience. The Community Brands 2022 Association Trends Study reports that 90% of association professionals seek to enhance engagement opportunities for their members. Of those surveyed, 59% of the association pros believe upgrading or integrating new technology is a priority to delivering superior member service.
Before your association begins adopting new software to meet member needs, you’ll want to start with re-envisioning your member engagement strategy. How do you begin this crucial process? Keep reading for six helpful tips.
How to improve member engagement scoring at your association
To reexamine your member engagement strategy, you’ll want to reconsider your overall purpose for scoring. Member engagement scoring is unique for each association, and because member values differ from organization to organization, your engagement formula will likewise be distinct.
When you take inventory of these six vital areas, you’ll understand what a connected member looks like at your association, adding more value to your engagement strategies:
1. Membership: This is one of the most crucial factors to consider when asking, “what does an engaged member look like?” To determine value, reflect on membership duration and a member’s service in committee leadership.
2. Events: Ask yourself if a member is a regular event participant or supports association conferences through sponsorships or advertising.
3. Careers: Engaged members will involve themselves in all aspects of your association, including your job board and career advancement program.
4. Learning: Members join organizations for continuing education and certification programs. Engaged members will maximize all learning opportunities your association offers.
5. Online community: Take member engagement to the next level with an integrated virtual community.
6. Miscellaneous: Each organization has unique values driving its member engagement strategy. For example, if your association is highly involved in volunteering efforts, you’ll want to adjust your scoring ratio accordingly to include options for members who are SMEs, ambassadors, or involved in your advocacy program. Look for configurable technology to support your unique member engagement needs.
“Every association does its member engagement differently. Likewise, the Nimble AMS member engagement tool is highly configurable,” says Logan Heaney, certified Salesforce administrator and platform builder.
