Increasing Membership engagement is at the forefront of every association’s strategic plan. The only way to increase your members’ engagement is to increase valuable communication. It needs to go from member to member, from member to organization, and from the organization to its membership. It is your job as a thought leader to put the best practices of your organization into the hands of your members. To do that, you need to re-think how you interact with your members. You need to do more than push out information. You need to also utilize the available tools to listen to what they are saying and how they are saying it.
Don’t Just Talk, Listen
One of the top methods of encouraging members to collaborate is through the use of a community platform. Community platforms are interactive and allow members to talk to one another. While they are collaborating, you can listen to those conversations. You can learn from those conversations and use what was learned to boost member support, deliver a better member experience and create your own organizational “Book of Knowledge” for best practices.
Even with a community platform, a large challenge for member-based organizations is the ability to drive personalized and consistent messaging. You want to find new ways to understand your members, acquire more members, and increase retention, therefore understanding your organization’s demographics and how data is consumed are important factors to consider.
Generationally speaking, the youngest generation, Generation Z, has little patience for technology slowdowns and glitches. They have extremely high expectations of technology – it better be easy, and it better work. This is where social media monitoring tools can be extremely useful. These tools can track conversations, sentiment, events, etc. quicker across multiple social media channels. You can see all the information you are looking for succinctly and easily. You also have the ability to respond immediately if issues arise. With social media monitoring, you can be more responsive to your members in the virtual platforms they use daily and increase your interactions with them more than ever before.
Providing members with a tailored experience through personalized interactions and engagement is one of the hallmarks of increasing engagement through Digital Transformation. It uses data and insights to trigger the right conversations at the right time to drive consistent and personalized messaging. This helps organizations understand their current members, find or identify new members and retain existing relationships.
Anticipate Your Members’ Needs
Tools such as Microsoft’s new Artificial Intelligence (AI) for Dynamics 365/CRM, will help you be proactive and determine what your member needs before they even know they need it. Through AI, virtual agents analyze conversations and make recommendations to staff based on the data learned, thereby providing them with informed guidance that helps you anticipate your members’ needs. You, the association, can know your member better than you ever have in the past and provide direct and specific meaningful content thus driving better engagement. Engagement strength is measured in member acquisitions and loyalty using a smart platform that enables personalized experiences.
Benefits of Member Engagement
The most significant benefit of engaging your current members is a higher rate of renewal. You can measure engagement strength by using a smart platform that enables personalized experiences.
- Use data insights to personalize your member’s interactions. You will receive a 360-degree view of your members, their relationships, and their interactions by providing a single view of a member’s activity.
- Use intelligent, modern Cloud applications to increase your members’ loyalty and acquire new members.
- Attract new members with a redesigned experience using state-of-the-art social media marketing to engage members within their personal networks.
- Retain your members with an innovative service experience and gain that holistic view.