Member Engagement Strategies for Every Lifecycle Stage

You probably know that increasing member engagement is the path to greater member loyalty and improved member retention. But how can you create a successful member engagement strategy with a small staff? And what are the best tactics for engaging members?

Developing a member engagement strategy will deepen the connection between your members and your organization. The key to member engagement is to deliver more of what the members want. With that in mind, let’s look at some strategies to elevate member engagement at every stage. 

What Is Member Engagement, And Why Is It Important?

Member engagement tracks how connected your members are to your association by measuring the number of activities, messages, or processes that occur between each member and the organization. 

Because no two institutions are alike, member engagement strategies look different for each one. Taking the time to determine your own member engagement benchmarks will be very helpful in deciding the best way forward for your member engagement strategy.

Components Of Successful Member Engagement Strategies

If you want to improve your member engagement strategy or implement a new one, begin by looking at the components of successful strategies. Here are four essential factors in a successful membership engagement strategy:

1. Continuous: First, the best member engagement strategies are continuously used and updated. By using your plan year-round, you can keep members engaged and interested. When you take the time to get to know members, they’ll feel respected and be more likely to renew their membership in the following years.

2. Focused on members: Next, you should tailor your engagement strategies to your members’ needs. For instance, you should plan newsletters or activities that are relevant to members’ situations or interests. Many associations use members’ behavioral data to make their strategies more member-centric. If you have a website or send out emails, you can analyze which links they click and which pages are most popular. A member’s online habits can show their interests, which you can then integrate into an engagement strategy.

3. Uses multiple channels: Use a variety of connection methods. For instance, you could invite members to virtual events, encourage participation in an online community platform, or even make personal phone calls. Everyone has different preferences, so providing various ways to participate can boost overall engagement.

4. Innovative: Lastly, the best engagement plans are innovative. You must keep finding new and creative ways to appeal to your members. It is up to you to meet new demands.

Now, let’s examine some strategies for each phase of the member lifecycle.

Phase One: Onboarding New Members

Acquiring new members is a key way to ensure your association endures. But the new member onboarding process can be just as important. Most people decide if they’re going to participate in your organization long-term within the first months, or even days, of joining your association. Make your members love your organization from Day One, and you’ll keep them around for the long haul.

First things first: Make it easy to join! When potential new members land on your website, ensure there’s a clear, compelling path to becoming a member. Then, when prospects are ready to join, make sure the process is simple by streamlining your online membership form. Keep in mind that lengthy forms are a turn-off, so be sure to ask for only what’s needed to process their membership. You can ask for more data later.

Here are four ways to create a new-member onboarding experience that makes a great impression.

1. Say “Thank you”. Thanking new members for joining can go a long way toward making them feel welcome right off the bat. At the very least, be sure to provide a “thank you” confirmation page and an automated email once they sign up online to acknowledge their new membership.

But why stop there? Some other ideas for thanking new members:

• Send a personal email or hand-written note (or even take a moment to call) to thank each new member for joining your organization.
• Send a new-member “welcome” gift. This could include a logo item from your organization, a book, or a professionally printed copy of a key resource your organization provides to its members.
• List new members in your email newsletter under a “Welcome new members!” heading to make them feel appreciated.
• Ask a member of the membership committee or the board of directors to reach out to say thanks and to see how they can help by providing resources, knowledge, or ideas.

2. Send A “Welcome” Email Series. Following your “thank you,” send a “welcome” email series that explains your association and its benefits. Some tips:

• Start simply. Sending too much information right away can be a turnoff to new members. Start simply by thanking them again for their membership. Let them know you’ll be sending more communications soon with additional information about their new membership. Give them a short, simple list of what they can expect next and where to go for information. For example:
  • List what communications they can expect to receive from you and how often they’ll receive those communications.
  • Ask to be added to their “safe sender” list so that they won’t miss any updates from you.
  • Direct them to online resources, such as your calendar of events, career center, or online community.
  • Make sure they know who to contact at your organization or where to go online if they have questions or would like to give feedback about their member experience.
  • Through your online community, you can connect each new member with a volunteer member ambassador, or “buddy,” to help them get to know the organization and feel more welcome.

• Be clear. When you need new members to do something, be sure to state clearly what you need them to do and why. For example, if you need new members to complete an online community profile or set up their communications preferences, send them an email communication specifically about that action. Give them a link and ask them exactly what you need them to do. Let them know why you’re asking them to take the action. For example, “Setting up your communications preferences will ensure we send you information the way you want to receive it so that you won’t miss an update or a member benefit.”
• Invite them to join in. Get new members involved right away by asking them to connect with your organization and other members. For example, invite new members to a discussion forum in your online community. Also, include a footer in your onboarding emails that lets members know how to stay in touch with your organization, including customer support contact information and social media icons.

3. Get personal. Whether it’s in emails or on your website, personalization is a great way to help your new members feel connected to the community. This will set them up for greater engagement in the future.

For example, whenever you can, present your members with content tailored to their needs and interests. Mention why the member joined or how the member has engaged with your organization so far. You’ll win them over by showing you understand them and you’re working to deliver value to them.

4. Ask for feedback. About two or three months after you’ve onboarded new members, send them a short member satisfaction survey to ask about their experience so far. Asking key questions will help you determine how happy they are as new members and what you can do to improve the new-member experience. For example, ask things like:

• How do you rate your member experience so far?
• What have you found most helpful in your first months of membership with the organization?
• How connected do you feel with the association?
• What makes you feel most connected with the association? What makes you feel least connected with the association?
• What would make your member experience better?

Providing a great new member onboarding experience is just one way to improve member engagement and retention. Read on for more early engagement tactics and even win-back strategies.

Phase Two: Activating Early Engagement in the First 90 Days

The first interactions with your association leave a lasting impression on new members, ultimately influencing their decision to renew (or not!). So, what can you do to gauge how well your new-member engagement efforts are going?

Here are three effective approaches:

• Track your emails. Tracking and evaluating new member email campaigns is the path to better email performance and engagement. Knowing what is working (and what isn’t) makes it easier to tweak your strategy and improve results. A few tips:
  • Name your new member and onboarding email campaigns in your email marketing tool so you can easily find and view them.
  • Run an email campaign report three days after each email is sent.
  • Evaluate each report for key metrics, such as open and click-through rates, and look for trends.
• Look to your preference center for insights. Your preference center gives members control over the messages they receive from your organization. It also gives your association insights into what your members want. Be sure to ask new members to visit your preference center and set up their preferences. Analyze your new members’ preferences regularly to understand what topics interest them and what communications they want to receive. This information can help you determine how to modify your email campaigns to provide more of what your members want.
• Set up a new member group in your online member community. Your online member community is a great way to elevate and encourage networking among your association’s new members. Create a discussion group for new members that lets them view information and participate in discussions that interest them most. Some tips:
  • Monitor the group to gain insights into new member interests and concerns.
  • Post information that new members are seeking, such as details about upcoming events and programs, reminders about new member activities, and answers to frequently asked questions.
  • Track which members post and reshare to the group. Reward and encourage them by displaying member activity and participation levels, liking members’ posts, and posting “thank yous” to members who share helpful ideas and information.

Tracking new member engagement activities and gauging their effectiveness will help you continually improve them. 

Phase Three: Sustaining Long-Term Engagement Through Events, Content, And Community

While many member engagement strategies are available, they can vary by industry. The good news is this—whether you want to boost engagement or increase the overall number of members in your association, you’ll find a strategy that suits your needs.

Here are some engagement strategy examples:

• Start advocacy campaigns. Interest in advocacy is rising, especially among Gen Z and Millennial members. One way to engage more of your members is to launch advocacy campaigns on topics they feel passionate about. Have members create an entirely online advocacy campaign or carry it out in person. If members work on a campaign they feel strongly about, they are more likely to engage and feel purposeful with their work. You can also consider using advocates or influencers to engage your members in your mentoring programs further. Any action you take with advocacy is sure to have lasting effects on your member engagement strategy.
• Offer multiple membership levels. Another engagement strategy idea is to switch up your membership levels. By offering multiple options, members can get involved at the level where they feel most comfortable. For instance, the first membership tier might require less participation than the third. Members can choose the level that suits them best and will be more likely to engage when they feel comfortable.
• Provide incentives and awards. You can also start giving rewards and incentives for participating in events. Whether you offer gift cards, discounts on membership fees, or anything in between, members will strive to keep earning rewards, which could boost engagement.

• Host events. There’s a ton of value in meeting in person at networking events and other gatherings. When members see you and their fellow members face-to-face, they feel more like they’re part of a community focused on mutual benefits and shared goals. As they network, the value of their membership in your association becomes even clearer.
• Regularly communicate. It’s essential to keep communication channels open. Otherwise, how can members sound off if they have a challenge, or offer praise when your organization goes above and beyond to help them? Make sure you let members choose their preferred mode of communication, such as email or text messages. Also, include your social media channels in your emails and on your website so that if members opt out of email, they can still connect with you there.
• Put your association’s data to work. Use your AMS to track and analyze your association’s data. This approach can give you deep insights into your members, such as membership engagement trends. You can then use this data to determine what you might do to reverse trends moving in the wrong direction or to spot opportunities to deepen member engagement by offering new programs and benefits.

Build a bustling online community of members and maximize membership value by providing a place for members to connect and access industry resources. Offering an online community is a great way to elevate and encourage networking among your association’s members. It can also make your association part of your members’ daily social networking habits.

Sending targeted, personalized communications shows your members you understand and care about their needs and that you’re committed to delivering value.

Here are three types of emails that can be especially helpful for keeping members engaged:

• Onboarding emails: Help new members feel at home right away with a series of emails that explain how your organization works, what to expect next, and where to find information.
• Newsletters: Send a regular newsletter to keep members updated on new resources, industry news, and upcoming events. This communication will help keep your association top of mind with your members.
• Renewal communications: As your members approach their renewal dates, remind them of the benefits and value they receive from your organization.

You can also increase engagement by making membership more entertaining and exciting with gamification tools. Gamification is a powerful way to boost your membership engagement and retention efforts.

Leverage gamification to do the following:

• Reward members for participating in your online community.
• Gamify your career advancement opportunities.
• Boost engagement in your continuing education program.
• Increase engagement in your virtual events.

Phase Four: Tracking And Measuring Engagement

With these engagement strategies in mind, you can start evaluating your current engagement rates. Then, you can use your current rates to craft engagement goals for the future. 

Because organizations can vary widely, the method you use to evaluate performance might differ. One of the best ways to get started is by examining the current engagement opportunities you offer.

For example, you might provide opportunities on platforms like:

• Social media
• Online community platform
• Email marketing
• In-person events
• Learning seminars or panels

Track member engagement at each opportunity. You can track event attendance and involvement, such as how many members answer questions or suggest new ideas. Once you have these metrics, you can turn the data into actionable plans.

One way to transform data into a plan is with key performance indicators (KPIs). These metrics can help your association achieve a quantifiable goal, such as increasing its membership. You can set member engagement KPIs based on your objectives.

For example, you could create a set of KPIs for your social media or online community platforms. Consider tracking how often you gain and lose followers, how much your followers engage with your posts, or which posts are the most popular. 

Once you have these KPIs, you can use them to set other quantifiable goals. If you notice a particular type of post receives more engagement, you can create more posts similar to it to boost engagement.

Phase Five: Re-Engaging At-Risk Members

As you start implementing a membership engagement plan, you might run into a few roadblocks. There are a variety of factors that could impede membership engagement, such as:

• Lack of feedback: You could also experience a lack of feedback from members. One of the best ways to enhance your engagement strategy is to ask members for feedback on your current structures. For example, after you complete an activity, you could send a quick survey asking about their enjoyment of it. But if you don’t receive enough feedback, it can be challenging to find ways to improve.
• Too many communication channels: Many association leaders increase their communication when they feel like they don’t receive enough responses. But if you send too many messages, members could feel overwhelmed and decrease participation.

Involve your members during strategy development. Once you identify a member engagement strategy, seek out member feedback and listen to the responses. By listening to members, you can understand which benefits are most important to them and how well you have delivered these so far. Then you can adapt your plan to maximize engagement.

Here are some ideas for engaging members during your plan:

• Regularly read their comments in your online community.
• Send them surveys to gather feedback on their experience.
• Set up a member advisory group and meet with them at least once or twice each year to get their input.

Establish a team that meets regularly to review the member feedback and determine how to fine-tune your benefits to provide a more engaging member experience.

Think about what members need in each stage of their careers and how your organization can support them. For example, offer students, new graduates, and those early in their careers opportunities to find internships, connect with mentors, and find jobs. Provide mid-careerists with networking and learning opportunities and connect them with their next jobs to grow their careers. Connect late careerists with interns, mentees, and new hires.

Keep your email communications targeted and relevant. Since members rate email as a preferred engagement channel, make the most of your email communications. For example, use information in your association management software (AMS), such as member career stages, interests, and behaviors, and then use targeted lists to send them email communications with content that’s personalized for them.

Build a robust online community to enhance member communication. An online community can drive member engagement and loyalty. It’s clear that one of the most attractive aspects of joining an association is the sense of belonging – the feeling that you are a part of something bigger and more powerful than yourself. So, be sure to have a robust online community in place and use it as part of your member engagement plan.

Put text messaging to work. A highly effective (and efficient) way to communicate with members is via text. Be sure to make text messaging with members a part of your engagement strategy.

Improving engagement with members also requires giving members more of the benefits they want most. Offer more professional education opportunities. The study suggests that members are relying more on their association for professional education. They also show interest in more learning modalities than most organizations offer. Engage members by giving them a variety of learning opportunities throughout the year to accommodate their schedules, learning preferences, training, and certification needs.

Provide a robust online career center. With job opportunities and help with career advancement continuing to rank among the most important member benefits, providing your members with an online job board is a must-do for member engagement. But you can take member engagement even further by providing a true online career center that supplements your job board with career-building resources, such as career peer data, industry-specific career advice content, career coaching, an online planning tool, and mentoring.

How Can Technology Improve Member Engagement?

Members who view their organization as early adopters of technology are more satisfied, more connected, more likely to renew, and more likely to promote their organization. A lack of technology could detract from your members’ experience. In turn, this trend could affect engagement and the long-term success of your association.

Your technology can help you close the gaps between the services members value and the experience you deliver. Leveling up your technology will increase member engagement and ultimately create more loyal members.

Member engagement software can streamline aspects of your engagement strategy. Choosing technology such as association management software (AMS) can combine advanced solutions for membership management, event management, and more. Integrated solutions can provide comprehensive insights into your members, helping you connect with them even more.

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