Study Holds Key to Association Member Engagement

Smooth The Path

For the last year, I have been saying that members who engage with the association within the first 3 days to 3 weeks of joining become more engaged through the life of their membership. Increased new member engagement over time, improves all member engagement.

A Member Research Strategy to Consider

Smooth The Path

In the last post and the one before , I have been talking about all the benefits of the qualitative methods of research (qualitative research is deep-dive, story-driven research that is adept at answering your complex questions.). Qualitative is the deep-dive research method.

Member Engagement Is Not Convenient for Us

Smooth The Path

In this way, the food analogy is a lot like member engagement work. The friction arises because, in general, the more inconvenient member engagement practices are for us, the more our members love them. Building member engagement is inconvenient.

The New Member Engagement Rule of Three

GrowthZone

There is a short window of opportunity to engage new members. Most new members join with high hopes. During the first few days of their membership, new members are inherently very engaged. We only have 3 emails to engage some new members.

How to Exponentially Improve Member Engagement at Any Association

Smooth The Path

Wouldn’t it be great if members felt this way every day of the week? At some associations, members do feel this way, and your members can feel like this too. Deeply understanding members is at the root of it all. Related: Member Engagement Research.

Industry Study Brings a New Way for Association Professionals to Think About Member Engagement

Smooth The Path

There was one theme running so strongly through each member research project I could not ignore it. It was that members who engaged very early in their membership were more excited about the association than members who reported that “the association just grew on them.”

Quantitative Points to the Starting Line, Qualitative Illuminates the Path

Smooth The Path

Improve new member retention. Grow member engagement. Attract more members. Extend member value. Because of my Crayola marketing training, I always turn to member research first. Understand members well, and the path to the goal will emerge.

Why Didn’t Our Members Choose Us?

Smooth The Path

It is so frustrating… Industry suppliers launch competitive products and events and our members purchase them. Members have a challenging problem and we have the solution but they do not use our solution. We reach only 14% of the population of potential members.

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Case Study: In-depth Member Interviews Feed Association’s Strategic Plan

Smooth The Path

What else should the association do to support members during these extremely challenging times? With this in mind they decided to test out a qualitative research methodology as input to this strategic planning process. Listening to members.

When Decisions Get Made

Eric Lanke

The most interesting result from the member research on renewal notices is that these letters, emails, and phone calls do not serve to change most member’s minds about renewing. One of the reasons this hit home for me is that I was recently the member in exactly this situation.

Our Members are Self-Centered

Smooth The Path

Our members are self-centered. Our members have… no time. Only organizations that solve our member’s problems, speak their language, and understand them will get their time and attention. Can you stand in your member’s shoes and do this?

Many Organizations Accidentally Ignore New Members

Smooth The Path

The online membership application process didn’t allow me to set my username and password, so right after I joined, I couldn’t log in and check out my new member benefits. My first-year member experience lines up with many other new member’s experiences according to member research.

Our Member’s Decisions Are Not What They Seem To Be

Smooth The Path

Do you ever find yourself wondering why members make the decisions they make? Why join, but then not engage? Sometimes member’s decisions seem so irrational. Why are our members so irrational? At that moment, in their shoes, knowing what they know, having the experiences they have had, in the environment, our members are in, they are making the most rational decision possible. Related: When we create a vacuum of information, our members make up stories.

Developing My Dream Association

Smooth The Path

If I were to build an association, I would pull the most significant insights from all of the research I have conducted. One of the core staff values would be to be intensely member-focused. We would talk with members often, conduct listening tours, and interview them.

Engaging Not New or Long, But Medium-Time Members with Your Association

Smooth The Path

While conducting member research new members and long-time members share why they engage with their association (and why they don’t). Because they said yes to a volunteer role and now they feel more responsibility to get engaged.

Is it Day 1 or Day 2 for Associations?

Smooth The Path

True customer (member) obsession and high-velocity decision making are the most critical but also the most difficult for associations. Think about your members. Think about your best members. Not board members but regular members who are highly engaged.

From the Corner Office: Scott Wiley, CAE

Association Adviser

Scott Wiley, CAE, head of the Ohio Society of CPAs , and newly elected Chair of the ASAE board, shares his thoughts about advocacy, millennials, member engagement and the importance of financial literacy in an exclusive Association Adviser interview. . SW : Engage with us.

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Do Members Like Association Renewal Notices?

Smooth The Path

Yes, many of the association’s loyal members like receiving renewal notices because they serve as an essential reminder to renew. Over the years these members received more value than the cost of their membership and they had wonderful experiences because of the association.

Is it Time to Refresh Your Value Proposition?

GrowthZone

Melynn Sight details how to evaluate your organization’s value proposition message for members. Member needs and your organization’s strengths can change over time. Test your message externally with member research (via a survey or focus groups): Have trends shifted?

Association Brain Food Weekly: 5.3.19

Reid All About it

It’s frustrating to have member and event attendee data spread out across the organization in different databases. Amanda Kaiser dispels three myths on why people join associations and reveals the real reason—based on her member research. Leverage Data to Drive Member Engagement.

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Report: Many Associations Saw Membership Jump in 2013

Associations Now

s latest Membership Marketing Benchmarking Report indicated positive growth in total membership, new member acquisition, and member renewals this year. In addition, 63 percent of associations saw an increase in new member acquisition, which has steadily gone up over the past five years.

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