Why Engagement Must Be Built Into the Member Experience

Associations Now

Struggling to get members engaged? When associations struggle to get members engaged, they often search for practical solutions like these, special tricks for getting members’ attention. A stronger focus on engagement, activity, involvement, and mission at the recruitment stage will position membership as a call to action. But often our goal in getting members to engage is to inspire a “get off the couch” ethos—or, more accurately, “get out from behind your desk.”.

Association Growth Strategy: 6 Tech Tools to Drive Member Recruitment + Retention

Higher Logic

For associations focusing on strategically attracting new members (and keeping them engaged for the long haul), it’s important to package your tech stack for ample growth and retention. Association membership in the modern age is all about providing people with real value on their terms, and strategically leveraging technology is an effective way to attract and retain those members who you’ll transform into your trusty advocates. You know your members.

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Don’t Be Led Astray From Protecting the Member Experience

Associations Now

Businesses that deliver a cluttered customer experience have likely fallen victim to short-sighted temptations. Associations can avoid the same fate by fending off the forces that put other goals ahead of member needs. Associations have their own demons that lead them astray from what’s best for the member experience. I cannot believe that anybody inside either the carriers or the manufacturers really thinks that all this crapware makes for a good experience.

Building Buy-In for an Online Community at Your Association

Higher Logic

This is how you can prove your new member community will be a valuable technology investment. While the way you align your proposed member community with your executives’ goals will vary by association, five of the most common priorities you might find in the strategic plan include new member acquisition, member engagement and retention, non-dues revenue growth, advocacy and legislation, and maintaining relevance. New Member Acquisition.

How to Recruit and Engage an Entirely New Generation of Members

Smooth The Path

Some associations are seeing exceptional member growth while other associations are seeing a decline. Not all associations are struggling to retain their members, but some are. Focusing on one segment of membership, but not on younger members. Each one of these behaviors can be deadly, but the last one, focusing more on younger members may have the power to solve all the others. Does segmenting by member type tell you all that much?

Want to Maximize Association Membership Value? Create Indispensable Engagement

Higher Logic

We develop memories surrounding the people, the experiences, and the things we learn. This engagement produces things like higher retention, increased member satisfaction, and a larger membership. Maybe you’re struggling with: Retaining and recruiting more members. Reach Your Association Members with the Benefits They Need. Making connections is most likely one of your members' top reasons for joining your association. Member Retention.

How to Start a Mentoring Program People Want to Participate In

Higher Logic

Your association is the perfect place to connect members with the perfect mentor or mentee. In fact, Marketing General revealed that 48 percent of associations say participation in their mentoring program has increased—a clear indicator that members are seeking this benefit. Research indicates that a lack of engagement or lack of return on investment are two of the major reasons why members leave associations ( MGI ). Think back to your first job out of college.

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3 Add-on Tools to Drive Association Revenue + Amplify Member Engagement

Higher Logic

If you know data exists within your online community and marketing automation activities, but you aren’t leveraging it to inform your ability to provide a targeted, valuable member experience, well - it’s as if Charlie Bucket found a golden ticket then decided he didn’t feel like going to Willy Wonka’s Chocolate Factory that day. Magical experiences are earned on the other side of diligent courage and execution.

5 Unexpectedly Thoughtful Ways to Thank Your Association’s Volunteers

Higher Logic

Change your member’s profile photos to show a special banner, such as MVP, so it’s clear that your volunteers are some of the most valuable members of your association. Other members, volunteers, and vendors will all see how important volunteers are every time they get an email, read a blog , or view other content authored by a volunteer with your MVP banner on their photo. Experienced volunteers may work with new recruits to help them learn the ropes, for example.

The Member Journey Has Changed: Are You Changing With It?

Higher Logic

A member’s experience with your association or nonprofit used to look different. Now, they come to your association at various stages of the funnel, or the member/buyer’s journey. And along the way, they expect a different experience from what was the norm 20 years ago. Membership recruitment and retention aren’t isolated processes. An engaging experience with digital, personal touchpoints along the way. Experience.

How Engagement Tools Improve Association Event Management

Higher Logic

It is incredibly gratifying for associations to see a spike in event attendance, as participation plays a valuable role in their impact, but poor event management can cause your members to disengage. Exploring new ways to keep your members engaged and informed about your events can increase overall member satisfaction and translate to a boost in event attendance. Building on that reputation can help you retain members and ignite interest in upcoming events.

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SNMMI Rekindles and Sparks Recruitment Among Their Lapsed Member Base [Case Study]

Higher Logic

With nuclear medicine and molecular imaging rapidly expanding, it’s critical that The Society of Nuclear Medicine and Molecular Imaging’s (SNMMI) members stay informed about the new therapies, devices, and drugs that are redefining the way patient care is managed. However, when surveyed, members revealed that the most significant professional challenges they face are keeping up-to-date with trends and expanding their level of expertise.

4 steps to successful virtual events for your association

Nimble AMS

They’ve become a must-have for associations trying to replace lost revenue and member engagement from cancelled events. They’re also a convenient, low-cost option for providing members with content and networking opportunities year-round. Describe the “feel” of the online experience.

Reduce Member Anxiety with Clear Instructions

Smooth The Path

There are times when our members want an unfettered creative license to pick their path but, there are many times when our members just want to know what to do. Our members feel anxiety when they do not know where to go during a conference. Our members feel anxiety when they cannot find the room where the chapter meeting is being held. Take all the guesswork out of procedural type interactions and your members will bring their best selves to association interactions.

Potential Members Are Not Hearing About Associations Anymore

Smooth The Path

When I talk to members, the vast majority say they become aware of the association because someone told them about it. Most association awareness happens because enthusiastic current members are out there promoting the association (or their chapter, or the conference). Not only does word of mouth make people aware of the association, but word of mouth also provides the social pressure that encourages new members to join. Debugging your membersexperience.

You Could Just Set It and Forget It with Marketing Automation…But Don’t!

Higher Logic

You’re informed about members’ digital activities. Each aspect can be connected to dictate the pathways and actions triggered during a unique subscriber’s experience. You’ll want to set up overarching goals like “get X number of members to renew” and specific goals like “increase registrations by X percent for annual conference.”. You want your subscribers to feel like their experience has been tailored just for them.

3 Myths: The Reasons New Members Join Associations

Smooth The Path

Why do our members join? Myth #1: Members Join for Our Benefits. Members join to go to the annual conference. Sometimes members join to gain access to a benefit , but rarely. Much more often members do not know a thing about the association when they join. Most existing members can only rattle off two or three benefits. New members know even less. Myth #2: Members Join for the Value. Or our solutions save members time and money.

Getting Volunteer, Staff or Sponsor Engagement May Be Hard Because…

Smooth The Path

Volunteers won’t want to recruit their friends if they don’t trust the experience will be good. How big or small do association conferences make members feel? Association Leadership Member Experience association staff creating a member experience exhibitors forward-leaning staff member experience staff culture trust volunteersStaff won’t want to share their ideas if they don’t trust their best ideas will be respected.

[New eBook] The Community Module Guide: How to Support Your Organization’s Business Objectives

Higher Logic

Customization capabilities and mobile-friendly access are also vital features at the core of delivering the seamless community experience your members want. After all, online communities exist to help people forge meaningful connections, so shouldn’t your members be able to do that from any screen or mobile device? Drive a Better Member Experience with Additional Modules. Objective #6 - Online Member Experience.

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9 Steps for Building Member Personas

Higher Logic

The best associations don’t just think up something to say because they know they need to keep members engaged – they use personas to help them find the most relevant, helpful information for each member. What Are Member Personas? Member personas are imaginary people that describe your ideal or average members. They group key characteristics of your members together, helping you get to know the people your association is serving.

Who is Solving the Member Engagement Problem?

Smooth The Path

“Who is helping to solve the member engagement problem?”, Many indicators point to a member engagement problem for associations. Many associations are facing shrinking annual revenues, low retention ratings and, are having a harder time recruiting volunteers and quality volunteer leaders. When members had more time in their days. When member attention was not so scarce. Back then, more members were more engaged.

What Association CEO’s Need to Do About Membership

Smooth The Path

CEOs have a tremendous impact on each member’s perceptions of the association, member culture, and membership metrics. Membership departments tend to focus on members or they focus on the mechanics of membership. The CEO markets a particular job description with a specific set of skills then recruits a Director of Membership who becomes the member expert, and an advocate for members, and a welcoming committee for members.

High Pressure Tactics Do Not Work, Especially for Associations

Smooth The Path

So high-pressure tactics are not so great in our everyday lives, and these tactics are also not so great for members when used by associations. Not belonging is antithetical to being a member. If anything, we want members to feel belonging. I bet that most associations do not pressure prospective members and members. Chapter leaders desperate for help can also apply too much pressure to members they hope will become volunteers.

Marketing Automation and Artificial Intelligence (AI) Don’t Have to Be Scary. But They’re Scarily Connected.

Higher Logic

Artificial intelligence understands data: It’s a machine or system programmed to: seek patterns, learn from experience, and. AI is a concept bigger than marketing automation and used across a variety of industries (think drones, aviation systems, medical tools, recruitment screening). Engagement Marketing Customer Experience Member Experience Marketing AutomationDisclaimer: A real human wrote this post.

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We Should Value Members Who Value the Association the Most

Smooth The Path

Here’s an unpopular view: association staff should focus most on those members who value the association the most. But here’s the problem, we don’t have the resources to serve every type of member with every type of problem, often competing problems, really well. Instead we become more generic serving most members in an average sort of way. Welcome everyone but partner with the best members. Is our content meeting our members’ needs?

How Do Members (Especially New Members) Want to Be Engaged?

Smooth The Path

” Many new members check out after just three weeks as a member, and we find they are among the legions of members who lapse at the end of the first year. Some members engage early, and they become life-long members. What do our newest members experience that sets them on vastly different paths? Sometimes members generously tell us what they think of their first experiences of our association.

Developing My Dream Association

Smooth The Path

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. We would use all the member insights we gain to develop our member communications, set our strategy, and create an innovation plan. Our goal will be to make members with a problem more engaged members after we handle their problem because of the way we handled their problem.

Common Trap for Association Professionals

Smooth The Path

” This happens all the time in association leadership because we are coming at everything with a different perspective than our members. “I am upset because I can’t drill down and see the benchmarking data from the 15 companies just like mine, the association should have made this study more robust,” members say. We think, “man, we killed ourselves to get as many responses as we did, this member should go out and recruit more respondents like her.”

Associations and the Network Effect

Smooth The Path

For example, the Florida Society of Association Executives (FSAE) recruited me to speak at this year’s annual conference. I credit the network effect for propelling all of my recent initiatives from speaking, to recruiting quality participants for association industry research, to having clients find me for custom member research. Networking is one of the top values we provide our members. Members say they are getting tired of reception-style networking.

3 Automated Email Campaigns Professionals Australia Used to Strengthen Their Association

Higher Logic

Associations are increasingly expected to deliver the personalized experience that members (especially younger generations) are used to. They can no longer rely on sending batch-and-blast, one-off emails to their whole member base as an effective membership recruitment and retention strategy. With over 40 diverse member segments, Professionals Australia found it impossible to recruit, onboard, and engage with each segment in a personalized way.

A Peek Inside Your MemberClicks Toolbox


Recruiting members, planning events, managing benefits: You have a LOT on your plate. If you didn’t already know, MemberClicks offers a number of tools beyond the membership management software you use - and they’re all designed to elevate your organization and the member experience, while saving you time and sanity. If you could add a new, easy-to-use tool to help alleviate the headaches and give you extra time.would you?

A Peek Inside Your MemberClicks Toolbox


Recruiting members, planning events, managing benefits: You have a LOT on your plate. If you didn’t already know, MemberClicks offers a number of tools beyond the membership management software you use — and they’re all designed to elevate your organization and the member experience while saving you time and sanity. This article was originally published on 5/7/2019 and was updated on 2/4/2020 for added value.

Make Newbies Feel Welcome!

Association Success

How to give new members a golden first experience and learn from their feedback. Making new members feel welcome at your association’s events is a smart investment of resources. Will it cost more to organize an onboarding program to your events now, or replace the member who won’t return because they had a negative first experience? Some suggestions to help engage newbies include: Offer new member receptions at in-person events.

Association Management: Online vs. In-person Engagement

Blue Sky eLearn

As an association leader, you know the importance of engaging your members. How you communicate with members and the opportunities you offer directly impact their experience with your organization and the chance that they’ll renew.

How to attract new members in a budget-conscious world

Nimble AMS

What can you do to recruit new members when money is tight? Attracting new members to your association is always a top priority. Here are six effective ways to get past the price barrier and encourage more members to join your association: Offer budget-friendly payment options.

5-Step Guide to Calculating Your Member Retention Rate

Higher Logic

Ah, member retention. In fact, 46 percent of associations reported that increasing member retention is one of their top membership goals, according to the Membership Marketing Benchmark Report. If you’re worrying about member retention, the first place to start is to find out how you’re doing on paper. How to Calculate Your Member Retention Rate. ME = Members at the end of a time period. MN = New members acquired during a time period.

Association Brain Food Weekly: 5.10.19

Reid All About it

He writes about a functional requirement that associations often overlook during association management system (AMS) selection: user experience. Some associations are experimenting with a membership model that includes free online education. MemberSuite explains how a new member onboarding campaign can help you increase member retention. Gain a better understanding of your value proposition and communicating that value to your current and prospective members.

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10 Association Communications Stats with Tips to Reach Younger Members More Effectively

Higher Logic

What do your members want? Here’s what else we know : You can reach and retain younger members by exceeding their expectations with a customized member experience that meets them where they are in their careers, and positions you to grow together. Plus, the two core challenges following #1 in the report—the “inability to communicate member benefits effectively" and "customizing for different member segments”—certainly play a role in information overload.

What to include in your membership marketing plan

Optimist Consulting

For example, your membership service is likely to offer benefits to members, volunteering opportunities and professional career development activities. These are the most commonly used channels: Direct marketing: Member emails, hard copy mailings, SMS/instant messages, and via direct marketing from partnerships you may have (if opted in). Social media: Go where your members are. Online: Via your organisation’s website and online member-only community groups you set up.

Thanksgiving for associations: 5 ways to show your members you appreciate them

Nimble AMS

Everyone likes to be appreciated, and your members are no exception. Your association wouldn’t be an association without members. The season of gratitude is the perfect time to consider how you can make your members feel more appreciated. Here are five ways to thank your members for their support. This may seem simple, but thanking your members for joining can be a powerful way to make them feel welcome, appreciated, and to set the tone for a great member experience.