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50 PROVEN MEMBER ENGAGEMENT IDEAS FOR ASSOCIATIONS [ + BEST PRACTICES FOR
ONBOARDING AND RENEWALS]
Bisma Hanif,
Content Writer
•
Jun 24, 2022
Share:
Looking for the top member engagement ideas? We’ve got you covered!
Whether it's onboarding your new mates or increasing retention rates, we will
guide you through the most effective steps for building a lasting connection
with your members.
But before we dive deeper into the topic, let's explore why member engagements
are so important to the associations and how can they contribute to their
long-term success? (You can jump directly to the ideas by clicking on the links
below).
QUICK READS
* Why Member Engagement is Important for Associations?
* Member Engagement During Onboarding
* Member Engagement During Renewals
* Online Member Engagement
* Personal Member Engagement
* Other Useful Membership Engagement Ideas
WHY MEMBER ENGAGEMENT IS IMPORTANT FOR ASSOCIATIONS?
Engagement is key to member retention.
It has the emotional power to keep your members hooked with your association.
Thus, the more deeply connected a member feels with your mission, the longer
they will stay with you.
All in all, member engagement can result in several core benefits, including:
* Member retention
* Referrals
* Building community
* Driving revenue
Engagement is therefore fundamental to the growth of your association, both in
terms of community and finances.
Let's explore the different ways through which you can develop an emotional,
long-term relationship with your people.
MEMBER ENGAGEMENT DURING ONBOARDING
Successful onboarding of your members leads to a lasting connection with them.
Be sure to assure them that they made the right decision and that their time and
money will not be wasted.
Here are a few tips you can try during their onboarding phase to build a
meaningful relationship with them.
1. SEND THEM A COOL WELCOME KIT
When it comes to enticing members from day one, a welcome kit can go a long way.
Not only does this help them become familiar with your company, but it also
makes them feel valued from the very beginning.
Regardless of the type of welcome kit you have, make sure you include the basic
items such as:
* A personalized welcome letter.
* Calendar of upcoming events and webinars.
* Welcome brochure with some goodies.
* A membership card with their name and role.
* A reference sheet with contact information.
* Membership perks include discounts, promo deals, and offers.
* Login credentials to your website and community app.
* A membership invoice with dues information and due dates.
To make their onboarding experience worthwhile, you can offer other swags such
as wireless speakers, a travel mug, a t-shirt, and a portable charger with your
brand labels on it.
2. ESTABLISH A PERSONAL CONTACT POINT
Despite overall satisfaction rates of 84%, 55% of association members felt a
connection with their professional organization. This emphasizes the importance
of adding a personal touch to the memberships.
Assign one of your key members as a single point of contact for the new joiners
and send out all the communications through his/ her number and email address.
It will convey a sense of personal connection to your members, which will
ultimately increase their loyalty.
3. MAKE A COMMITMENT
Hubspot reveals that 50% of US consumers switch to competitors who better meet
their needs. If you don’t want to be one of them, make a commitment with the new
joiners to make consistent enhancements.
Know what they expect from the memberships (you can include an expectation
section in the application form) and draft an agreement to provide them with
what they are looking for. Take it as a way to structure your annual objectives.
Include them in your improvement plan, if possible.
This will greatly increase their chances of renewing their memberships, knowing
that their expectations have been met (and hopefully exceeded).
4. ENCOURAGE THEM TO USE THEIR MEMBER BENEFITS
Despite introducing benefits to your members during onboarding, most of them do
not utilize them to their full capacity. In many cases, it's because the company
does not communicate clearly about the benefits and versatility of these perks.
Make it super easy for them to use your membership package by introducing visual
messaging, putting them on the sales hat, and consistently reminding them
through posts and newsletters.
Some of the daily perks (like discounts and promo codes) will not only allow
them to save big at the local shops but will also encourage their frequent
usage.
5. ENGAGE THEM THROUGH SOCIAL MEDIA
Engaging customers from the very early stages is key to building a long-lasting
relationship with them.
While 31% of the associations invite their new members to like social media
pages, only 16% use them effectively to engage with their audience. This could
be your #1 chance to stand out from your competitors but communicating with them
through social channels.
Post trendy content that is worth engaging, reply to every comment and encourage
members to comment, like, and share. You can also create groups regarding a
special event, introduced benefits, or new features introduced.
With the My Glue app, you can create a personal and secure social experience for
your customers. Being a personal community designed exclusively for your club
members, it offers all the features of social media, but with a high degree of
security and control.
6. ENROLL THEM IN THE ONLINE COMMUNITY
Online communities are essential for member-based organizations to thrive. They
help to develop deep emotional connections (both with the company and other
members) through virtual networking and personal interaction. Consider signing
them up for the online question/ answer forum, slack groups, or the private
community app like My Glue. The My Glue app also allows 1:1 chat between members
with the option of creating and sharing their digital business cards. As a
result, they can network with relevant people in their community and gain new
opportunities.
7. SETUP WELCOME CHALLENGES WITH CHECKPOINTS
This is another great idea to engage association members.
You can make a list of welcome challenges that every new joiner has to solve. It
could be a simple game like remote work bingo or a team-building exercise like a
scavenger hunt.
Make sure to include checkpoints to build competition and interest among the
members.
MEMBER ENGAGEMENT DURING RENEWALS
Renewal is a critical time for memberships. Despite your best efforts, some of
your association members always churn away. However, you can increase your
renewal rates by following one or a combination of the following engagement
tactics.
8. SEND RENEWAL REMINDERS THROUGH PUSH NOTIFICATIONS
According to the 2021 Membership Marketing Benchmarking Report, one of the
common reasons members lapse is that they forget to renew their memberships.
One way to combat this problem is to send renewal reminders to them a month
before the end of the term.
If you are using Glue Up’s membership management software, you can find
outstanding payments and send your reminders through automated emails and push
notifications.
If they still decide to cancel, you can take the following steps to retain them.
9. CONTACT YOUR CANCELED MEMBERSHIPS
If your members decide to end their contract with you, contact and ask them the
reason for leaving. Knowing the reason may not bring them back straight away,
but it will help you identify your areas for improvement.
Also, your members would know that you cared, making them a target for a return
membership.
10. MAKE THEM FEEL VALUED
Another common reason why people leave associations is they dont feel valued by
them. Make them feel appreciated by showing how important they are to your
organization. Create a storytelling session, write a personal thank you letter,
or introduce an award ceremony.
Giving them a shoutout on your online community or social pages can also be a
great idea to acknowledge them.
11. CREATE A FREE MEMBERSHIP PROGRAM
Some association memberships are sponsored by the employers and once they stop
paying, your members will ultimately lapse.
Creating a free membership program can help you retain your loyal members who
cannot afford to pay the fee. They contribute to your organization, interact in
the community, and share their love for it.
Although it won't pay off immediately, it will show your people how much you
appreciate them, which will help your organization grow.
12. PROVIDE SCHOLARSHIP OPPORTUNITIES
Providing scholarships is an excellent way to keep members who don't renew for
financial reasons.
You can also pay them in exchange for their services like writing their
membership story for your annual magazines, volunteering for events, or getting
your new members on board.
Perhaps they can pay 50% of the rate for the next year in exchange for
completing certain tasks, like writing a blog post about their membership
experience or volunteering.
Even though this obviously cannot be offered to every member, it has great
benefits for the organization when is offered to the right members.
13. OFFER DISCOUNTS ON RENEWALS
Offering discounts on renewals is another great way to retain memberships. A
discount program like this might be a good idea:
30% if renewed three months in advance 20% if renewed two months in advance 10%
if renewed one month in advance
Another way to increase renewal rates is to offer members the option to lock in
their annual rates if they continue to pay in advance.
14. ADD INCENTIVES ON REFERRALS
The most effective member engagement strategies include referral programs.
Identify who engages with your club the most and ask them for referrals. Offer
them a referral bonus, which may include a free (or super-discounted renewal
fee).
Another way to proceed with this step is to ask your churning members for
recommendations. This is especially helpful when members leave because of a
career change. In such instances, they may refer some of the best candidates for
your association.
15. OFFER GIVEAWAYS
Though it's an old technique, it still works great for engaging customers.
Create contests with rewards. You can include branded giveaways that promote
your association as well. It can be a t-shirt, a mug, or even some cupcakes with
your logo on them.
ONLINE MEMBER ENGAGEMENT
According to the CEO and Co-Founder of Stackla, customers need a more authentic
and personalized experience to build meaningful connections with a company. This
demonstrates how important online member engagements are.
Let's explore some of the best ways to engage your association members
virtually.
16. CONDUCT AN ONLINE HANGOUT
Online hangouts are simpler than they sound, yet they are a fun way to build
relations with your peers.
It can simply be a virtual lunch, a hi-tea, a gym session, or enjoying nature
together. You can use an online forum, a community management app, or a slack
group for hangouts.
At the end of the day, what matters is that they have opportunities to interact
with each other while they are a part of your association.
17. CREATE INTERACTIVE CONTENT
Your members are your most valuable source of content.
Discover who's doing amazing things in their personal lives or their
organization by speaking with them. Make a video or write an article about it
and share it with your members.
18. CREATE A STORYTELLING SESSION
You don’t need high achievements to add to your storytelling session. Instead,
just ask your members to share their journey with your community.
Start by exploring who they are, what their values are, and why they joined your
association. Include random stories that humanize the conversation as well as
enable meaningful connections with them.
19. GO LIVE WITH CELEBRITIES
Arrange a live session with celebrities with your members. It can be a fun hour
where they can ask anything from the stars. Stream it via Facebook live or have
it hosted on your forum.
You can also invite a topic expert to answer a trending question or solve a pain
point.
20. JOB BOARD
An online job board is a professional platform to connect recruiters and
applicants and can be a great channel to engage your members (both recruiters
and job searchers).
While it can enable your members to find relevant jobs, recruiters can post
jobs, review applications, and find a perfect fit for their positions from the
resume bank.
21. PERSONAL INVITATIONS
Providing answers to questions on your forum or assistance regarding a specific
issue can increase engagement online. For example, if a member of the community
asks a question about your annual event, those who have been to past events can
provide useful insight.
Ask around five members each day to contribute to your online community which
may include providing event information, help regarding a membership feature, or
any other important query.
22. USE DIGITALIZATION TOOLS
Digitalization technologies can go a long way in improving members’ experience
online. For example, gamification technology can help make ice-breaking
conversations by introducing interactive challenges. Once they get the rewards,
they can cash them out in the form of gift cards or other club benefits.
Similarly, you can use augmented reality to create a real-world experience for
members joining the event. Through virtual augmentation technology, everyone can
feel like they are in the same room regardless of their location.
23. CREATE EXCLUSIVE SOCIAL MEDIA PAGES FOR MEMBERS
Most social media pages that you create target both your members and
non-members. This is because you want to attract new customers while engaging
the current ones.
However, you should create a platform solely dedicated to members with the
latest news, features, and stories regarding your organization.
Again, a great way to create an exclusive channel is to build a personal
community for your members. That being said, Glue Up community management
software helps a great deal as it provides both social media and online
community features, exclusively for your association members.
24. LET YOUR MEMBERS TALK
The best strategy to engage members online is to let them take over your social
media accounts and share their content.
For this, you might need to find a person with more networks on social media and
let them make their contribution to it.
It can be extremely helpful when you are organizing events. These members can
cover the entire event with a live vlog. Remember - the more crowd they attract,
the more memberships you will have.
25. FORM A BOOK/ MOVIE CLUB
Give your members an online conversation topic to engage with each other.
Create a club with the title, Book of The Month, or Series of The Month. Setup
weekly agendas and let your members discuss them on the online groups you
created or the community app.
Depending on your members’ preferences, you can go with sporting events, TV
shows, or podcast series as well. The discussion club enables strong
relationships among your people, which makes it very hard to walk away from.
PERSONAL MEMBER ENGAGEMENT
As we all know that building emotional connections is better than any other
marketing strategy. People can churn away from a brand, but not from a
personality.
Try to add value to their membership experience by building meaningful
connections with your members, employee, and purpose.
26. MAKE THEM YOUR ADVOCATES
Just like every other business, member-based organizations also have an 80/20
customer distribution. That is, 20% of your members are highly loyal and act as
your advocate and offer valuable actions without charging you a dime.
Make sure you recognize and reward them for their efforts by establishing an
advocate program with the incentives like:
* Access to exclusive content
* VIP reservations to your events
* 50% discounts (or free) on membership renewals
* Product offerings
* Shoutouts on social platforms
* Advocate awards
* Monthly prizes
In addition, 75% of B2B buyers consult three or more advocacy sources before
they make a decision, so the program can also help you gain new members.
27. ENSURE THE BEST EMPLOYEE EXPERIENCE POSSIBLE
Employees are essential to business success, and we all know this. In fact,
according to the Employee Engagement Benchmark Report by Demand Metric, 86% of
the organizations with higher engagement levels agree that an engaged workforce
is a key factor in creating loyal customers.
Hence if you want to achieve members’ engagement in its full sense, increase
your employees' morale by providing them the best working experience. Empower
each one of them with a sense of ownership and make them feel valued, no matter
what their position is.
28. CELEBRATE EVERY MEMBER
Each day, pick a member to make their day. Send them a thank you cake, a
relaxing spa package, or a chocolate treat. Dont forget to send them a personal
note that shows them how important they are.
29. PERSONALIZE INTERACTIONS
Emails may seem less of an effort these days. Try sending your personalized
letters (handwritten if you can) and calls to ask what you can do to improve
their experience.
Your members will be surprised that you reach out for not promoting yourself but
expressing gratitude and asking about their satisfaction.
30. TAKE CONSISTENT FEEDBACK
Your members want to feel heard. They want to participate in the organization in
a meaningful way. Thus, valuing their suggestions through feedback, surveys, and
open forums is essential to keep them on board.
Find out how they are doing with their membership. How do they wish to improve
it? Do they have any suggestions to improve the experience? You can also take
their recommendations for upcoming conferences and events.
With Glue Up, you can create surveys, quizzes, and interactive polls to analyze
your members’ opinions and preferences. Your survey responses are automatically
synchronized with other data from the respondents, so you can see the bigger
picture.
31. USE AI FOR ENGAGEMENT
AI can be a powerful resource for improving engagements. It can be your
assistant to set up automatic meetings or answering messages during your
off-hours.
Moreover, advanced AI offers a lifelike experience to your members through
personalized replies via chatbots.
32. ARRANGE VOLUNTEER ACTIVITIES
Many members join an association to support a cause such as organizing a
fundraising campaign, raising awareness regarding a social issue, or planting
more trees in your city.
Bring your people together as a group by organizing regular volunteer activities
for them. Spending time together doing good results in meaningful relationships
between members which ultimately leads to a stronger commitment towards your
association.
33. ORGANIZE SPEED NETWORKING EVENTS
Speed networking is a great way to boost personal engagements among your
members.
Glue Up’s speed networking platform connects people virtually on 1:1 call. You
can pair attendees for a short face-to-face online call, so they can meet as
many people as possible within a short time.
They can then take their networking to the next level by sharing their business
cards and communicating on the My Glue community app.
OTHER USEFUL MEMBERSHIP ENGAGEMENT IDEAS
Engaging member is a continuous process. Here are some other great strategies
that you can use anytime during your membership journey to ensure your members
are taken care of.
34. OFFER TANGIBLE RESOURCES
Offer tangible resources to your members that can be accessed every day. You may
offer them turn-key discount programs like BOGO free, free educational and skill
courses as well as third-party aggregation offers.
35. COMPILE AND DISTRIBUTE BENCHMARK SURVEYS
Compile benchmarking surveys to uncover trends among a particular industry or
demographic, then distribute them to all your members.
As a result, your audience will gain value from seeing where they stand in
comparison with your competitors, and you'll gain credibility and authority
within your niche.
36. SEND THEM ON VACATIONS
Partner up with a travel association to give your members discounts on flight
tickets, hotel bookings, or complete travel packages. You can either hold
contests or give random giveaways to your most engaged members as a token of
appreciation.
37. CREATE CONSTANT TOUCHPOINTS
Keep touch-basing with your members through consistent communications. Share
regular content with news, stories, and tips to keep your members up-to-date
with your platform.
Make sure your content is not promotional i.e. it has quality content that is
providing value to your customers.
38. SHARE THEIR STORIES WITH MEDIA
We all love publicity. Use it to boost your members’ interest by sharing their
stories on relevant media channels. Find all the wonderful things they are doing
and create a PR for them on different media platforms.
39. OFFER PARTNER DISCOUNTS
Partner discounts are a win-win solution for all. While your members avail your
discounts and free offerings, you and your associates will enjoy increased
customer engagement from these brand partnerships.
40. BECOME A NONPROFIT SPONSOR
Support what your members care about and collaborate with a nonprofit working
for the same cause. This will benefit you by both a) providing your members with
valuable experience and b) supporting a good cause.
41. CREATE A MISSION DASHBOARD ON YOUR PLATFORM
Make sure your members see what difference you are making by creating a mission
dashboard on your member engagement platform. This gives you credibility by
allowing you to show your progress to your members.
42. DON’T FORGET THEIR BIG DAY
Make your people feel special on their big day. If possible, send a gift basket
to their address. If not, write a personal letter expressing your best wishes.
43. ADD CUSTOMIZATION TO YOUR MEMBERSHIPS
Give your members as much freedom as possible when it comes to membership
customization.
Whether it's choosing the number of emails they receive, the groups they are
enrolled in, or the opportunities they’d like to attend, providing options gives
them a sense of control to them.
44. USE ROBUST MARKETING EFFORTS
In most cases, your marketing operation focuses largely on attracting new
members. But what if they also emphasized engaging current members?
Create segments of your members and personalize content for each segment. Engage
them by developing content that educates and inspires them to take action like
making referrals, participating in a campaign, or volunteering for your
nonprofit partner.
45. RESPOND TO EVERY COMMENT, QUESTION, AND COMPLAIN
Review and answer every question and complain with diligence. It might seem like
a lot of work, but it's the key factor in showing your loyalty to your members.
46. OFFER A TRIAL MEMBERSHIP
Providing a trial membership is a great lead magnet to engage potential
customers who are still deciding whether to join your organization or not. With
the free version, you allow them to experience your exclusive features and
increase their likelihood to book a paid version with you.
47. ORGANIZE AN AWARENESS WEEK FOR THEM
Organize a week of awareness activities every year. Bringing each of them on one
platform will help them understand their contributions in a broader context.
48. CREATE AN ENGAGEMENT SCORING DASHBOARD
Use engagement scoring to point members to programs, products, and services that
will help them develop their careers.
49. SELECT ASSOCIATION LEADERS FROM YOUR MEMBERS
Engage people who are enthusiastic and ready to step into leadership roles by
using the engagement scores mentioned above. Participating in your
organization's affairs would boost their morale and make them more loyal to your
cause.
50. HOST A HEALTH WEEK
A health week is something your members would never miss. Arrange health
speakers for seminars, organize yoga sessions, and provide healthy meals during
the week. Adding this feature to your application brochures will certainly drive
more memberships to your association.
With the top ideas on your list, you will be able to create meaningful
connections within no time. Want to know how Glue Up can further help you in
seamless member engagement? Book a demo now and discover new engagement
opportunities with our platform.
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