How to engage members has evolved over time, driven by numerous factors as associations and their members navigate the rapids of economic, technological, and political turbulence. Associations experience wide swings between the good times and trying desperately to identify new sources of short term revenues and to be seen as relevant.
Corporate and individual members view their participation with associations through a very different viewing lens than when they had relatively fewer go to sources for information and knowledge sharing. In a knowledge economy, it’s about having just in time sources that help members drive business and professional outcomes. And to really value the information, members must be actively engaged. This is the new norm.
Long Term Impact: Strategic Member Engagement
With today’s new norm, how does your Association differentiate itself from all of the alternative sources to which your members have access? How do you have the information tonight for the question they need to answer tomorrow morning? How do you create a differentiating “experience” that makes members think of you first before they conduct a Google or Bing search for other sources? And critically, how do you build a connected community that positions both your organization and your constituencies for long term success? These questions are at the core of today’s confusion about “member engagement”.
Is Your Association Positioned for the Long Term?
Strategic Member Engagement is really about long term, sustainable strategies to enhance your organization’s long term health. It is not about short term band aids. Strategic member engagement has huge implications for your competitive positioning and business model. In fact, for some associations, it can be a game-changing accelerator to your growth strategy.