Engagement Drives Results. The degree to which leadership understand and strategize about member issues and engage members in creating new solutions has far greater correlation to the following 3-year operating results: Member Retention, Annual Operating Revenue, Registrations to the Primary Annual Meeting, Annual Revenue from Fee-for-Service Offerings, and Timely Membership Renewals. Research provided through the Strategic Member Engagement Survey indicates there is strong evidence that strategic member engagement can be an accelerator to Association growth and positioning strategies.
The fact remains that organizations who perform well frequently report very highly engaged and strategic boards who have strong understanding and strategizing about average member needs.
Strategic member engagement has huge implications for an Association’s business model and positioning. So much so that Christopher E. Laxton, CAE, Executive Director, AMDA, www.amda.com,The Society for Post-Acute and Long-Term Care Medicine, has consistently utilized strategic member engagement and a strategic board focus to accelerate his organization’s competitive position in two prior roles as CEO.
In his current and former roles as CEO, Laxton works to focus volunteer leaders on members success and create opportunities to facilitate strategic board discussions about member objectives.
Engagement Drives Results
At the majority of associations, member engagement takes a back seat to fighting fires and meeting budget expectations. However, with members navigating the rapids of economic, technological, and political turbulence, Laxton and other CEO’s are strategically engaging their boards. The focus must be big picture and on long term impact. The successes achieved as a result of strategically focused boards by Laxton and other Association CEO’s reflect a definitive trend leading to Strategic Member Engagement.