Member engagement isn’t a one-size-fits-all strategy. Members at various career stages and walks of life expect different types of value from their memberships. We sat down with Jacqueline Luna-Montes, Senior Associations Manager, to get expert insight on understanding and meeting the unique needs of association members from diverse backgrounds, to maintain engagement and retain members in the long term.
Here are some key takeaways:
1) Understand the Importance of Member Life Cycles
The first step in any successful engagement strategy is recognizing where members are in their life cycle. Early-career professionals might be seeking networking opportunities and career advancement, whereas seasoned members may look for deeper engagement, such as attending specialized meetings or offering mentorship. Associations must use data from surveys, digital communications, and website analytics to pinpoint these stages and tailor outreach accordingly. Knowing what’s important at each stage allows associations to focus on what resonates most, whether it’s sending personalized emails or offering exclusive access to events.
2) Engage Members from the Start
When attracting new members, it’s essential to engage them from the moment they become aware of the organization. Early-career professionals often rely on word of mouth, and their primary focus may be on networking without the pressure of forced small talk. Associations should be proactive in showcasing "what’s in it for them" right away, offering opportunities that align with their career goals and personal interests.
As members progress through their careers, their engagement needs shift. Many seek more meaningful opportunities to give back, such as leadership roles or helping recruit new members. Associations should provide tools and support to guide these members through the recruitment process, whether through mentoring programs or recognition of their long-term service.
3) Leverage Data to Refine Engagement Strategies
Data is key to understanding engagement trends and making informed decisions. A successful association doesn’t rely on guesswork—they actively seek out member feedback, whether through post-meeting surveys or analyzing digital engagement. For example, after observing higher-than-expected website traffic, one association realized they had a golden opportunity to dive deeper into data to show the board why certain initiatives were succeeding. This data-driven approach often shifts thinking and allows for more targeted strategies moving forward.
In one case, an organization faced declining in-person meeting attendance. Through A/B testing of communications and personalized email videos featuring leadership, they saw a significant rise in registrations. The personal touch made all the difference in reigniting interest and driving action.
4) Build Relationships Through Personal Outreach
For some members, a formal structure may not be attractive. They may hesitate to pay dues or see the value of engagement. One association overcame this by clearly demonstrating the benefits members would gain—early hotel bookings, preferential placements at events, or access to educational programs. Understanding member demographics allowed them to create multiple membership tiers and prove the value of engagement.
Specialized professionals, for example, may value 1:1 interactions and direct communication. Building rapport with key members—those who have unique expertise or influence—can lead to increased engagement. Personal relationships are vital to fostering long-term membership.
5) Reach Out to Disengaged Members
Re-engagement is a critical challenge for associations. It’s important to understand exactly where and why members fall off. Are they not attending webinars? Did they leave a committee? Associations should reach out personally—whether through staff or board members—to investigate the reason for the disconnection. Re-engagement requires thoughtful, direct outreach, and member surveys can help gather insights about the reasons for disengagement.
Sometimes, organizations focus too much on the needs of long-standing members, losing sight of the preferences of newer members. In one case, 70% of an association's membership was over 40, and leadership found it critical to understand what this group wanted. However, balancing the needs of both seasoned members and new recruits is essential to maintain a vibrant and engaged community.
6) Embrace the Role of Technology in Member Engagement
Today’s members expect digital experiences that mirror the platforms they use every day, like Netflix and social media. Websites that are outdated or clunky risk driving members away. Associations must invest in user-friendly digital platforms that provide value, whether through engaging content, easy navigation, or personalized user experiences. Offering accessible and relevant digital platforms can be the difference between a long-term member and a lapsed one.
By understanding and responding to the evolving needs of members, associations can build long-lasting relationships, create valuable opportunities for engagement, and ensure continued success across all member demographics.
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