Strategic member engagement means data driven decisions. By segmenting your audience you can begin to understand each group’s priorities. What are the outcomes they seek? How do they participate with your association today? What can you learn about them via the social media they embrace? Audience segmentation will vary from association to association. Common examples…
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Engagement and Moving to We
Engagement and Moving to We. Moving to “we” is about inclusiveness and being open to the possibilities that might surface. This requires an integrated blend of “push” and “pull” offerings, with the explicit expectation that together “we” make great things happen for members. “We/You” Fallacy There is a fundamental flaw in the approach of many…
Members Feel Connected?
Members Feel Connected? With year end approaching, member retention may loom large for any Association. Understanding why members leave gets to the heart of issues like retention and member connectedness. Connectedness is the critical organizational outcome that drives long term success, and unlike “loyalty,” it can be measured in behavioral terms. The 3 C’s capture how…
Keeping Members Engaged
People only contribute time, knowledge, and ideas when they perceive an opportunity to impact the outcomes they seek. Keeping and winning higher engagement levels happens when Associations create ongoing opportunities for their constituencies to contribute knowledge and collaborate with other members. Assess your Association’s constituency segments within the following 4 level framework. For example: Disconnected…
Member Value Drivers?
Member Value Drivers? Too often an association’s internal discussions are about tweaking “outputs” and not creatively driving the “outcomes” that members really care about. This only fuels the “we/you” culture that exists in so many associations. Associations can get into trouble when internal discussions infer “we know what’s best for our members”. If members don’t…
Knowledge Based Solutions
Knowledge Based Solutions. In today’s knowledge economy, an association’s competitive positioning requires a differentiating “experience” that treats each member as having a piece of the knowledge puzzle. Members are seeking knowledge based solutions which require both “push” and “pull” approaches. “Push” and “Pull” Approaches Most association executives recognize that the challenges their members face today…
Stimulating Connectedness
Stimulating Connectedness. Many association executives still yearn for member “loyalty” and have traditionally sought to measure it by retention rates. What does membership loyalty mean? There are very few examples of one-stop shopping. In a knowledge economy, members proactively seek information from many sources. People most value the things in which they personally participate. They…
ROI TO R.O.M.E.
ROI TO R.O.M.E. (Return on Member Engagement) At the majority of associations, member engagement takes a back seat to fighting fires and meeting budget expectations. Over time, member dissatisfaction, poor retention, or weak membership growth can prompt boards to ask the tough questions. Proactive In several instances executives are demonstrating the direct linkages between their…
Selling or Engagement?
Selling or Engagement? Engagement drives the association’s business model, while enhancing the association’s influence, prestige, and competitive positioning. Discussions like these can completely change the conversations away from: “what do I get for my dues?” Associations looking to grow revenues and membership and improve engaging instead of selling could better position their organizations for longer…
Aligning Infrastructure
Associations are the ideal organizational model to leverage a culture of “we”. But this requires a shift from today’s association structures and processes that are primarily built to push out offerings. Today, staff are reinforced for their efficiency, not for working innovatively with members to create better solutions. Strategic Member Engagement requires aligning infrastructure at organizations…