That’s what makes it so important to keep members motivated and involved in your membership program after they’ve attended their first event or taken their first eLearning course. To achieve this, the first place you’ll want to turn to is your association software.
From supporting tried-and-true member retention techniques to empowering fresh engagement ideas for the smartphone age, your association management system (AMS), eLearning platform, and website are full of ways to keep your members engaged.
Let’s take a look at some of the best software-driven strategies you can use to boost member engagement. We’ll show you how you can:
The better you understand your members, the better prepared you’ll be to create courses, events, and other programs that they’ll want to stay involved in. Let’s begin by exploring your CRM—one of the best resources for gathering, organizing, and reviewing member information.
Members are far more likely to take advantage of your association’s events, courses, and programs if these opportunities align with their professional goals and their reasons for joining your organization. This is where your constituent relationship management system (CRM) can be an incredibly valuable resource, as it’s your main depository for member data.
To create more impactful programming for members, consult the member information you’ve gathered in your CRM. Additionally, to ensure that your member data stays updated and accurate, choose an AMS that integrates with—or, better yet, is native to—your CRM. Look for an effective association management system that:
Your AMS and CRM are essential to gathering information on your members and using it to better understand their needs, which is the first step in keeping them engaged. Once you’ve learned more about your members, you can fine tune your events, courses, and programs to appeal to their needs.
Your association’s website is a hub for digital member engagement, offering a place where members can locate all of the most important information about your latest events and opportunities. Remember to regularly refresh your website so that members can easily find new ways of getting involved with your association.
Of course, refreshing your website’s contents, especially on your homepage, is likely already a regular part of your association management practices. However, it may have been a while since you last gave your site a more extensive makeover. Now is a great time to check whether:
In addition to keeping your members updated on your association’s most recent news and events, your website is also an excellent platform to host and promote new types of content and perks.
For example, eLearning courses are among the most valuable of these opportunities. You’ll want to make sure that all of your interested members are able to learn more and register through your website.
Your members are always looking for more ways to further their professional development—after all, that’s one of the main reasons they joined your association! You can facilitate their growth by offering them continuing education courses through an eLearning platform.
Also known as an association learning management system (LMS), an eLearning platform empowers your members to purchase and complete courses relevant to their professional fields. LMSs provide members with valuable educational experiences and foster deeper engagement with your association.
Whether your association is selecting an eLearning platform for the first time or upgrading your current system, do the necessary research to make sure that you:
Live learning events are a particularly valuable aspect of your association’s eLearning platform because they facilitate in-person connections among your members. Other types of conferences and events serve similar and equally beneficial purposes.
One of the reasons that many of your members joined your association was to get to know more like-minded professionals in their fields. Your association can help members grow their networks and discover more career opportunities by hosting conferences or events.
Events are a wonderful way to bring your members together, strengthen your association’s branding and overall presence in your field, and drive non-dues revenue through the sale of tickets and merchandise.
To host an excellent event for your members, you’ll want to:
When you’ve planned a great event, you’ll want all of your members to attend. While this isn’t always possible, especially for large associations with members scattered all across the country and even the globe, you can facilitate increased participation by giving regional chapters and other member subgroups the tools to host their own events.
All of your association’s members deserve the opportunity to meet one another at conferences, live learning events, and other in-person programs. However, it isn’t always possible for your organization as a whole to reach each one of them. Member subgroups such as committees, communities, and regional chapters foster increased collaboration among those who share a geographical location, professional interests, or other similarities.
Fonteva’s guide to association management software provides a few tips for fostering these groups, including:
Members who are able to contribute their input to your association’s offerings, whether through sharing their professional goals or working to help plan events, will be more motivated to stay involved in your organization. Listening to your members and facilitating their involvement is sure to keep them engaged.
When your members are eager to involve themselves in your courses, events, and other programming, your association is better able to further its mission. The more you learn about your members’ interests and preferences, the better you’ll be able to tailor your offerings to meet their needs and encourage future engagement.
About the Author
With over two decades of experience marketing association technology, Fonteva CMO Jake Fabbri has developed a deep understanding of the unique needs of associations and the challenges technology can solve. Jake’s marketing expertise has been honed by demonstrated excellence in the areas of lead generation, content marketing, marketing automation, and events.
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