Having a robust membership engagement plan is key to keeping members connected. Engaged members lead to a stronger community, increase volunteer participation, and boost revenue through higher event attendance.
A membership engagement strategy should not be created in the same way as a business plan. It should be about authentic communication with members to increase their involvement and engagement with your organisation.
Below are four key steps your organisation should consider when formulating an effective engagement strategy:
For any plan, put your members first
Putting your members first and emphasising their importance to your organisation should be a key component of your engagement plan.
Showcasing member-centricity involves taking the time to truly understand members' experiences and actively listening to their concerns and priorities. By being inclusive in this manner, members will recognise the significance they hold.
Communicate value.
Memberships offer a full range of benefits that members may not fully realise, including career development, networking opportunities, and a sense of community. By effectively communicating the comprehensive value of your organisational membership, members are encouraged to take advantage of all perks, leading to increased engagement.
Recognising members' value is a mutual process. It requires not only conveying the significance of their role to your organisation but also being transparent about the benefits and value your organisation offers to them.
Personalise your communications.
As each organisation is different, your membership engagement strategy should be just as unique and personalised to your members. 63% of marketers have observed that personalization increases customer interactions and conversion rates.
Your organisations should consider the variety of individuals within its member portfolio and reflect this diversity within its communications. Your engagement plan should align with what captures your members interests and be tailored towards the topics they want to engage with.
Once your engagement plan is in place, to deliver consistent value, it requires ongoing personalisation. Having an adaptable approach to your strategy will ensure its effectiveness.
Measure engagement levels.
There are multiple ways to measure engagement, including tracking volunteer participation, the amount of time members invest in your organisation, the number of positive reviews or promotions, and engagement with your organisation's content.
With your plan in place, you can expect to see a higher quality of engagement and happier members. Your organisation will also become more relevant as engaged members are likely to circulate the word of your value, in turn driving membership numbers up.
Although organisations are communities of likeminded people, your engagement plan should consider the individual value of each and every member.
To read more about how to engage your members in times of economic uncertainty, read our guide here
