Engagement Happens When You Get the Rest Right

Engagement—it's a word that surfaces frequently in boardrooms and strategic planning meetings for associations. It's often one of the single hardest struggles for associations. Many association executives feel they’re building their organizations around supporting members and their industries but are still struggling to get members to notice and actively engage. 

What is our message today? Stop Chasing Engagement: Focus on What Drives It. 

At a recent professional development session, we discussed this very issue and started with the classic question: “How do we get members to engage with our association's events?” However, as the conversation progressed, it became clear that perhaps it’s time to change the question altogether. 

Changing the Question: From Attendance to Value 

The traditional focus on event attendance as the primary indicator of engagement may be missing the bigger picture. Instead of asking how to increase attendance at events, we might find more success by asking, “What do our members value, and how can we create experiences and opportunities that align with those values?” This shift in focus—from what the association offers to what the members actually want—opens up new avenues for meaningful engagement. 

By concentrating on understanding member needs and preferences, associations can explore diverse opportunities that go beyond the usual. For many organizations, especially those managed the same way for years, what was once a big draw may no longer capture members' attention. This decline in engagement isn't necessarily the fault of the members; rather, it's a sign that the organization needs to innovate and make different choices. It’s about challenging the status quo and finding new ways to provide value. 

Understanding What Members Truly Value 

We can all agree that time is precious, and one of the first steps in our redefined approach to engagement is to understand what members value enough to dedicate their time to it. What are their professional challenges? What resources do they find valuable? What kinds of experiences are they seeking that they aren’t currently getting from the association? 

Consider the different segments within your membership base. New professionals may seek mentorship and networking opportunities, while seasoned experts might prioritize thought leadership and advocacy. Tailoring experiences to these varying needs can significantly enhance engagement. 

As associations become more diverse in terms of cultures, lifestyles, and professional backgrounds, members' definitions of value are evolving. What was once perceived as beneficial may no longer resonate with a more varied membership. Therefore, associations must continuously pivot and adapt, offering engagement opportunities that reflect the changing needs of their diverse community. Recognizing this diversity allows associations to create more inclusive and relevant experiences that appeal to all members. 

Building a Sense of Community 

Engagement is about building a sense of community and belonging. When members feel connected to both the association and each other, they are more likely to stay engaged over the long term. Associations can foster community by: 

• Creating Special Interest Groups: Smaller, more focused groups can help members feel a stronger connection to the organization and to each other. 

• Form Ad Hoc Committees: These issue-focused committees offer members the chance to actively contribute and feel like they are making a meaningful difference in their industry. 

• Encouraging Member-Led Initiatives: When members have the chance to lead or contribute to projects they are passionate about, they often feel a greater sense of ownership and loyalty. 

• Recognizing Achievements: Acknowledge and celebrate member achievements and contributions to foster a culture of recognition and support. 

• Act as a Connector: Facilitate valuable connections by linking members to the right solutions, resources, or other members who have insights and wisdom to share. By fostering these meaningful relationships, the association strengthens its role as a trusted hub for collaboration and support within the community. 

  
  

Make it personal 

With the sheer volume of information people receive daily, associations must be intentional about standing out to their members. Using data-driven strategies to personalize outreach based on demographics, past engagement, and preferences can significantly increase the likelihood of a meaningful response. 

It’s essential to make members feel valued. Messaging that emphasizes exclusivity—such as “Members Only”—effectively captures attention. Offering incentives, recognition programs, or exclusive access to high-value resources further reinforces this sense of importance. 

To deepen engagement, associations should segment communications to address the unique needs of different member groups. By building a robust member database, you can tailor specific messages to the right audience. This way, members will feel the association is “speaking directly to them” in each communication. There should be a draw—a sense of curiosity or obligation to open emails and stay informed. Members should wonder what they might be missing if they don’t stay engaged with their association’s updates. 

Staying Agile and Responsive 

Redefining engagement requires maintaining agility. Associations must stay attuned to emerging trends and changing member needs by continuously seeking feedback, measuring outcomes, and being willing to adjust approaches as necessary. 

Key questions to consider include: 

• Are we meeting our members’ evolving needs? 

• Is our approach to fostering connections inclusive and accessible to all member demographics? 

• How can we innovate to stay ahead of industry changes? 

  
  

Staying agile means being proactive in adapting to trends and open to member feedback, ensuring the association remains flexible and ready to pivot quickly in response to shifts in expectations. 

Measuring Engagement Beyond Event Attendance 

Lastly, to understand and improve engagement, it’s essential to measure it in more comprehensive ways. Engagement is not just about who shows up to events. It can also be measured by looking at: 

• Member Contributions: Participation in committees, task forces, special interest groups, and responses to call to actions or requests for support. 

• Digital Interactions: Website visits, resource downloads, social media activity, and email open rates. 

• Content Engagement: Responses to surveys, polls, feedback forms, or commenting on social posts. 

• Networking and Collaboration: Involvement in peer-to-peer networking activities or mentoring programs. 

• Renewals and Referrals: Membership renewals, referrals, and testimonials.

By expanding how we measure engagement, associations can get a clearer picture of how members are interacting with them and with each other in the association. We can use these observations to identify new opportunities to create value and foster even stronger connections. 

Conclusion: Engagement Is the Result, Not the Assignment 

If "Increasing Member Engagement" is a regular agenda item at every strategic planning meeting, it might be time to rethink the approach. Shift the focus to "Creating Member Value." This subtle change can unlock fresh ideas and lead to more impactful discussions on how to better serve your members.  

In the end, fostering engagement isn’t just about checking off boxes; it’s about igniting a spark within your membership. By truly understanding what members value and embracing their diverse perspectives, associations can transform into vibrant communities where every voice is heard and every member feels at home. So let’s ditch the old playbook, get creative, and turn engagement from a buzzword into a celebration of connection and collaboration. After all, when members feel valued and inspired, they won’t just participate—they’ll be eager to champion the association’s mission and spread the word far and wide!