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Member Engagement: Keeping the Love Alive

Different Choices
With the economy just beginning to bounce back and everybody’s time at a premium, association members will only stay engaged and continue paying their dues if there’s something they love about their membership.

So finding that critical connection point and keeping the love alive has to be a top priority for your organization.

In the last edition of The Membership Engagement Blog, we listed the three questions you can ask to identify vulnerable members. The answers you receive will help you measure your success at two of the most important pursuits for any association:

  • Keeping members engaged from the moment they join
  • Pulling members back into the fold if their attention has begun to stray

Members might join the organization for any number of reasons—for professional development (whether it’s mandatory or self-directed), business networking, or career advancement. Their needs may also change as their relationship with the association evolves, or as they progress through your industry. That’s why it’s so important to segment your audience, to understand what information and resources each member needs and wants from the moment they join.

In Canada, the federal government has enacted a new set of privacy provisions that lay out a reasonably good roadmap for understanding your audience. Canada’s Anti-Spam Legislation (CASL) establishes different levels of consent for sending information to members, prospects, or other contacts. The rules may look heavy-handed at first, but there’s a payoff:

  • You can learn more about your members and why they joined by inviting them to choose the topics, formats, and frequency of communication they want to receive from you.
  • You’ll have better touch points with more satisfied members if you periodically remind them that they get to choose the information they receive from you, and decide how often they want to hear from you.

How effectively do you segment your audience, to make sure each member receives the specific communication that s/he finds most useful and compelling? Drop us a line to tell us about it, and let us know if you’d like us to tell your story (anonymously) in a future blog post.