A little hand-holding goes a long way toward member engagement
According to the Corporate Leadership Council, employees with lower engagement levels are four times more likely to leave their jobs than those who are highly engaged. Do you think the same can be said of our members? Those who we can get engaged will stay with us over the long haul while those who never feel a connection will move on fairly quickly?
I hear people talking about member engagement all the time. It’s definitely a hot topic for associations right now and it’s an important one. As our members have more and more things competing for their attention and dollars, it’s critical that we get them to feel a connection to our organization — to engage with us and their peers. The theory, of course, is that the more engaged a member is, the better our chances of having them stay with the association when renewal time comes along.
There are so many ways to involve and engage our members in our association. We can ask them to serve on committees, offer them the opportunity to attend programs where they learn and network with their peers, invite them to present at conferences and educational events and build online communities for their use.
One of the things our association partner, the Wisconsin Society of Association Executives (WSAE) will be focusing on this year is member engagement. We’re targeting their online community as one of the places we’ll start. Some believe that if you build an online community, people will flock to it and it will flourish with little to no intervention. I’ve worked with several organizations that have started online communities and I have yet to see this work without some gentle pushes from leadership and staff.
Some of the many things we’ll be doing in 2014 to increase participation on wsae.org include assisting leadership in becoming visible in the community, encouraging people to blog, utilizing it to communicate with committees and the board, making announcements and carrying on education program discussions long after the event has ended.
We often overlook the need to start with the basics when getting an online community up and running or trying to pump some energy into an existing community. First, we need to make sure all members know the community is available and encourage them to create their online profiles. WSAE is running ads in its magazine and newsletter that spell out exactly how to login and set up a profile. We’ll also encourage them to set up a daily or weekly digest, so they have new postings delivered to their inbox automatically. We’ll also be running questions that have been posted to the community in the association’s newsletter. We’ll share the topic question, but direct them to the website for the answer.
How will we know if our efforts are successful? The system we use tracks engagement and offers reports. We’ll be selecting some key metrics to measure our progress and see if we achieve our goals. I’ll let you know how it goes!
If you’re looking for a place to see what your peers are doing or pose a question, join me on the Member Engagement – For Online Community and Membership Professionals group on LinkedIn. There are over 2,100 members discussing all kinds of engagement issues. It’s always interesting to join a group and then see how many people you know that are already participating. I guarantee you’ll find peers dealing with some of the same issues you do.
What about your member engagement? Have you done something that’s worked particularly well or maybe something you’d never try again? I’d love to hear what you do or are thinking of doing to engage your members, and I know others would too.