The key to long-term association success and growth is member engagement.
In fact, in Halmyre’s 2022 Non-Profit Value Proposition Survey, we found that 54 percent of associations and non-profits with a good value proposition - that’s aligned and approved - consistently reported growth because they were able to increase engagement, revenue and resilience.
To ensure a thriving membership base, keep existing members actively involved and to reach new prospects, associations must invest in a strategic, data-driven approach that ensures they are meeting their member’s needs and wants.
Are you struggling to improve member engagement and reach prospective members? To help change your fortunes, we’ve broken down the essential steps required for revitalizing and optimizing your association’s member engagement strategy.
1. Assess and Identify Your Unique Value Proposition
Before you can engage members effectively, you must understand what sets your association apart. What unique value do you offer? Why should someone join or remain a member? Every successful association thrives on its unique offerings, here are a few ways to pinpoint your distinct benefits so that you can better engage your members:
- Conduct quantitative and qualitative studies to gauge what your members really want and need.
- Analyze the competitive landscape: Who else is competing for your members' attention and membership fee?
- Construct a purposeful value proposition statement - like your elevator pitch.
2. Brand Strategy: Product, Price, Place and Promotion Based on Your Value Proposition
The perception of your brand plays a monumental role in member engagement and recruitment. Your association should regularly revisit and revamp the services, courses, and events you offer to ensure they remain relevant. Pricing, too, is an integral aspect of your brand strategy - are you setting the right price based on the value proposition you offer your members?
In today's digital age, it's also essential to diversify the platforms you use for member engagement. A blend of online webinars, podcasts, local meetups, and annual conventions can cater to a broad range of member preferences.
3. Personas and Segmentation
Recognizing the myriad of personalities and needs within your membership base is paramount for effective engagement. One way to uncover the unique challenges and requirements of your members is through deep-dive interviews. These can provide richer insights than general surveys. This allows you to create detailed buyer personas that better guide your association’s marketing strategy.
4. Build an Impactful Marketing Strategy That Improves Member Engagement
A holistic marketing strategy requires a multi-pronged approach. For instance, a website isn't just an online brochure; by incorporating interactive features like forums, chatbots, and member directories, it becomes a vibrant community hub. Meanwhile, in the realm of digital marketing, associations should look beyond the basics. Retargeting strategies, video content, infographics, and podcasts can all amplify engagement levels.
5. Use Data to Make Continuous Engagement Improvements
In today's data-driven world, associations should be quick to adapt and evolve. Advanced analytics tools provide a window into user behaviour, preferences, and patterns. When these insights reveal specific trends, such as a preference for webinars over podcasts, it's a cue for associations to adjust their content strategies. Feedback is gold, and recognizing patterns in member feedback is crucial. By being responsive to this feedback, your association not only demonstrates that you value member opinions but it also ensures that your strategies remain aligned with member needs.
For in-depth guidance and tailored association member engagement solutions, turn to Halmyre, your specialized boutique agency partner. Contact us today. Our team of change management, member engagement and association marketing experts would love to help.
