While many associations struggled with declining membership and retention rates due to the pandemic, these numbers have bounced back strongly as of 2023. However, did you know that the associations reporting increased membership are more likely to have ongoing communication plans to engage members?

These organizations are likely using digital communications and engagement strategies, such as regular emails, opportunities to earn professional credentials, and more. Engaging your members online means that they can connect with your association at any time, from anywhere, boosting the number of touchpoints you can make with them.

In this guide, we’ll explore some of the top ways your association can boost engagement using a digital approach—starting with choosing the right association management technology.

1. Start with the right tools.

Imagine a ceramist trying to create a vase from mud rather than high-quality pottery clay—while it might technically work, the process will be much more difficult, and the final result won’t be nearly as refined. This is what it could be like if your association doesn’t have the right technology to properly engage and manage members. 

Make sure your association management software platform has the tools you need to:

  • Create profiles that members can update themselves
  • Set up self-serve portals for event registration, membership renewal, and more
  • Provide online learning, virtual courses, and professional development opportunities
  • Plan and launch virtual, hybrid, and in-person events
  • Use data analytics and reporting tools to measure member involvement

Ultimately, the platform should make your staff’s lives easier and give members the best digital experience possible. Other tools or add-ons like automation and artificial intelligence can further enhance these experiences. For example, you might add an AI chatbot to your website to make recommendations and guide members to the resources they’re looking for.

2. Personalize your marketing strategies.

Even with the proper tools in place, your association needs a solid digital marketing strategy to motivate members to participate in its offerings. Ideally, your communications should be tailored to your target audience to boost the chances that they take the desired action. Some of the ways you can personalize your outreach include:

  • Segmenting members. Divide your membership into groups based on shared characteristics. Then, target each segment with more personalized messages. For example, a segment of first-year members would receive welcome messages, details about how to log into the member portal, and emails inviting them to participate in a mentorship opportunity with a more seasoned member.
  • Customizing content. Tailor your marketing messages to align with members’ preferences and inspire them to engage with the offering you’re promoting. In addition to greeting them by name, you might mention topics they’ve shown interest in before, make personalized recommendations, or highlight events occurring in their city.
  • Sharing feedback surveys. Learn more about members’ preferences, what they think you’re doing well, and ways to improve by sharing surveys with them. Include questions related to your marketing strategy, such as whether they like the frequency of your communications, which platforms they prefer to connect through, and if they think your content is relevant and high-quality.

To hone your approach even more, consider mapping but several member journeys to better understand the paths members take when joining your association, engaging with their peers, and renewing their membership. This will help you spot and remedy any gaps with prompt, relevant communications.

3. Offer tailored ways to engage.

Just like your marketing strategy, you’ll need to provide engagement opportunities that appeal to each member’s preferences. Fonteva’s guide to member engagement recommends brainstorming engagement ideas based on where members fall in the membership lifecycle. Specifically, your association might develop ideas for:

  • New members, such as launching a welcome email series, inviting them to onboarding webinars, and pairing them with another member to help them learn all about what the association has to offer.
  • Current members, like promoting advanced learning opportunities available in your learning management system, asking them to contribute member-generated content for your website, or informing them of open leadership opportunities.
  • Members at risk of lapsing, such as sharing a value proposition that highlights the benefits that may appeal to them most, offering exclusive discounts, and showing appreciation for their ongoing membership through gifts and other benefits.

Feel free to get creative with the engagement opportunities you offer. After all, you know your members and industry best. Just remember to set a goal and track relevant metrics such as participation or membership renewals to ensure long-term success.

4. Remember to thank members.

Think about the last time you thanked your members—and why you thanked them. For many associations, the answer is the last time members renewed, donated to a fundraiser, or registered for an event. But rather than only thanking your members for contributing money to your association, remember to show gratitude for their participation, too. 

As eCardWidget’s guide to member appreciation explains, thanking members can boost your retention rate, engagement levels, fundraising results, and recruitment success. The guide also recommends some ways to thank your members digitally, including:

  • Member appreciation eCards
  • Virtual welcome packages
  • Discounted services or products
  • Exclusive, members-only resources
  • Virtual or hybrid member appreciation events

When choosing how you’ll acknowledge your members’ support, make sure to select an idea that aligns with their preferences. Additionally, add a personal touch when possible to make these efforts feel genuine, like greeting the member by name or referencing the specific ways they’ve engaged.

Without engaged members, your association wouldn’t have the benefit of hearing unique perspectives at meetings, gathering diverse thinkers at its conferences, or getting the support it needs during fundraising campaigns. Employing these strategies can give new vitality to your approach to member engagement, inspiring your members to interact with your association in new ways and continue to renew for years to come.

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