Despite your best efforts to increase member engagement, members may sometimes fail to respond as you anticipate. With various audiences like board members, committee members, associate members, exhibitors, and staff, it’s crucial not to treat them all the same. We’ve all been on the receiving end of an email or text message that had nothing to do with us!   

That’s why targeted and personalized communications tailored to different audience segments are pivotal for driving member engagement. In other words, you have to meet your members where they are, which requires knowing who they are and understanding what they want.   

Fortunately, today’s mobile app solutions can help you meaningfully connect with and engage your audience all year, whether for a single event or multiple events. If your association is hearing nothing but crickets from your member base, it’s time to check out the capabilities of a mobile app.    

First, here are some proven strategies to help associations effectively engage their members.  

Engagement 101  

For visual learners, it helps to imagine member engagement as a pyramid. At the most basic bottom level, individuals are merely following, such as receiving an email blast without bothering to unsubscribe.   

As you ascend the pyramid, engagement deepens through actions such as endorsing and owning, ultimately leading to a profound personal connection with the organization’s mission. The goal, of course, is to move your members up the pyramid, which requires a personalized approach. So, how do you get your members to the top of the engagement pyramid? 

push notifications, which support a personalized user experience through content delivery  

tailored to each user. * A fun fact about personalized push notifications: research  

shows they improve user reaction rates by 400%.   

Pushing Members to the Peak  

We know adopting a one-size-fits-all approach won’t suffice, and providing relevant content that resonates with each audience segment is key. Tailoring messages ensures that all members receive content specifically targeted to their interests, which keeps them engaged.   

in a two-way conversation about your association’s hot topics, in particular, advocacy.  

This helps build community within your association and motivates your  

members to engage in meaningful conversations.  

Make it Fun  

To inspire member engagement, consider how to make your content more entertaining. This doesn’t necessarily mean you need to launch a new email campaign or flood your social media channels with meme-driven posts. Instead, use the gamification capabilities of a mobile app to energize your audience.   

gamification feature, which includes quizzes, scavenger hunts, trivia, and more —  

all designed to motivate member engagement.  

Key Strategies for Enhanced Engagement  

We find lists helpful when you’re trying to move the needle on a specific objective for your association. In this case, you’ll notice an increase in member engagement if you can hit the following five targets. Think of them as milestones marking the member’s journey up the peak.   

Milestone 1: Tailored Content. Delivering content specific to different groups within the membership ensures relevance and engagement. 

Milestone 2: Impactful Communication. Members feel engaged when they receive personalized information tailored to their needs.  

capability, which enables users to network with each other throughout the year easily, as well as  

connect with members who share their interests. This underscores the importance 

of relevant communication to member engagement, and don’t forget that networking is a  

prime motivating factor for joining any association.  

Milestone 3: Personalized Experience. Meeting members’ expectations for personalized experiences fosters stronger connections. Additionally, you want to provide open communication between users and your association’s leadership and staff.   

connection to key association players.  

Milestone 4: Data-Driven Personalization. Leveraging member data to personalize communications based on interests and preferences enhances the overall experience. Prioritize personalization, yes, but don’t forget that timing is everything. Associations communicate more effectively with their members when they consider context and past behavior into account: “Your association is likely awash in member data, which means you have many opportunities to personalize experiences and increase member engagement.”   

Milestone 5: Utilizing Preferred Channels. Understanding members’ preferred communication channels, such as mobile apps, enhances engagement. Don’t rely on channels that are not working for you unless you intend to evaluate and refine your efforts. 

Elevating Member Engagement  

We know firsthand how important an engaged membership is to your association. The fact is, we live in a dizzying digital age where many of us feel overwhelmed by the constant stream of messaging, notifications, and communications. By utilizing the data you have about your members, you’re already positioned to cut through the noise and connect with them when and how they want you to.   

By implementing the strategies outlined above, your members are more likely to ascend the engagement pyramid and engage meaningfully with your association. Mobile app solutions facilitate targeted, personalized communication, leading members to the peak of engagement, which will undoubtedly reward your associations with increased retention and satisfaction.