How Associations Can Use Technology To Increase Member Engagement
In a recent post, we dove into four high-level considerations that associations should make when looking to increase membership engagement — what we consider to be the lifeblood of all successful and flourishing associations. You’ll recall from the previous post that we defined membership engagement as the level of interaction and involvement an individual has with an organization, which is often the result of strategy-driven initiatives that build relationships with members to create a collaborative and positive culture and, in turn, attracts new and retains old members.
In this article, we discuss how associations can increase membership engagement by embracing technology.
Fresh Website Design and Rich Content
It’s absolutely essential that every association’s website is professionally designed to be responsive (where pages render correctly on all types of devices and screen sizes), easy to navigate, and aesthetically pleasing. First impressions mean everything.
Apart from offering essential information, such as important dates and official policies or standards, association websites should have members visiting weekly for information and updates including, for example, news on advocacy efforts, industry developments, and upcoming events. While website content, such as blogs and informational pages, should be optimized for search engines, the content should also be on topics that are truly meaningful to members and will generate discussion among them.
For this to be the case, a website’s backend should be straightforward to use so that trained staff members can easily upload new content on a regular basis. Associations should establish a process and editorial team responsible for developing and delivering content — stories, interviews, and videos. They should have an idea of what topics they want to be addressed on their website, how their own programming such as events will be promoted online (through registration pages and live streams), and who will be accountable for ensuring this content is created and published online.
As the main vehicle for connecting with the public, including potential and current members, a website’s design, usability, and the quality of its content can’t be stressed enough.
Online Video
To elaborate on content, the presence of rich multimedia makes websites an engaging place to visit for users. It’s simple: we like videos — and we love videos that trigger emotion, humor, and memories while teaching new knowledge. Unlike written content, publishing unique online videos that communicate your message is a key way to ensure your content is consumed and retained. Videos are concise and they’re excellent at building brand awareness much more than written content. Associations should harness the power of our visual senses by producing a variety of videos such as interviews with experts, how-to-explanatory lessons, industry news and association updates, messages regarding advocacy and causes, recorded events and webinars, and spotlights on association staff and members.
E-learning
Videos on association websites, as described above, can be much more than content marketing pieces. E-learning (online education) is an incredible resource that associations should offer to their members. Whether courses and modules are solely video lessons or a mix of video and written content, e-learning on a variety of topics — from ethics and professional responsibility standards to product demos — can be a major avenue to recruit new members, especially if it’s made exclusive to registered members.
Social Media
Most associations send out electronic newsletters to their members. Without a doubt, they’re one of the most effective ways to provide updates and news, especially given a sender’s ability to track open and click-rates through software like MailChimp.
The problem with e-newsletters? They don’t allow for two-way communication — and for strong membership engagement, associations need to have a dialogue with their audience.
Twitter, Facebook, LinkedIn, and other digital platforms allow for conversations to occur in real-time. If members are curious about an association event or staff appointment, or if an association is seeking input for website content, social media is a no-brainer. Questions and conversations can occur immediately.
Moreover, social media allows association members to find their tribe. Members can network, find new opportunities, and engage with others in the community to share ideas and collaborate.
Associations should not be afraid to experiment with their use of social media. Many associations, like the American Headache Society for example, have embraced Twitter to encourage interaction between its followers — and it’s coordinated online chats with its partners to provide expert advice in response to questions from the public. The association has found that collaborating on social media with other organizations has helped widen its audience and provide value to its members.
LinkedIn can be used to create a company page, publish testimonials from staff and association members, and start discussions by sharing research and news. On Facebook, associations can experiment with sharing compelling photos regarding their work, along with captivating captions as well as a call to action — such as a link to read more information on their website. Associations can experiment on all platforms with tagging partners or speakers — thanking them for their support or encouraging them to participate in advocacy efforts — to establish new and strengthen existing relationships.
It’s no secret why nearly all associations that are serious about engagement have embraced social media and integrated it into their daily communications efforts. Having healthy and engaging public discussions on social media will show potential members that your association is spearheading an online community that is dynamic and committed to the work you’re promoting.
In addition to all of the engagement benefits that come from having a social media presence, these accounts are nearly as important as an association’s website when it comes to brand awareness. They provide a chance to highlight an association’s mission and mandate, location and hours, and contact information while reinforcing a visual identity.
Having a robust social media presence and a professional website, with consistent and high-quality content, will put associations on their way toward building stronger membership engagement.
