In my March 16, 2017, column, I mentioned that there are five stages in the “membership-life cycle framework”: awareness, recruitment, engagement, renewal and reinstatement. The first two are within the membership-acquisition phase, and the next three are in the membership-retention part. Membership retention is the most challenging aspect in the lifecycle, and member engagement is the hardest one to define, undertake and measure.
A good definition of member engagement that I wish to share is that of the American Nurses Association, namely, “Member engagement is the investment of time, money, attention and participation, by both the association and its members, in order to provide meaningful, long-term, mutually beneficial experiences and relationships that advance the profession.”
As such, strategic member engagement plays a crucial role in promoting an association’s core values and message. Engaged members can act as “brand ambassadors” and become a key asset able to transform passive members into “multipliers”, according to the Geneva-based MCI Group, a global research and consulting organization.
The MCI Group’s Global Engagement Index report for 2016 highlighted that continued, and positive member engagement relies on an association’s meeting a few fundamental criteria with regard to the services offered. The survey findings revealed that successful member engagements needs to fulfill the following requirements:
- A personalized and relevant range of products and services exclusively available to members. There is no “one size fits all” when it comes to delivering engaging products and services that bring value to members. Some associations will benefit from developing and offering services that focus on training (online courses, certifications, Webinars, etc.), whereas others are more likely to take advantage of creating opportunities for networking, such as organizing annual meetings, career fairs, conferences, one-day events, etc.
- A clear definition of the benefits and values involved in membership. Members expect that belonging to an association will have a positive impact on their careers, professional reputation or help with their networking efforts. Therefore, member services offered by associations must be aligned with these expectations.
- The quality of information and communication usually assessed to how personal, timely, up-to-date and relevant communications between an association and its members are. Equally important is the availability of information in formats and channels that suit members’ needs. In this respect, an association’s digital strategy needs to be carefully planned, as members do not only expect to find valuable information on the web site but also social media, blog entries, printed or online magazines/newsletters, etc. In short, associations should diversify their communications strategy and try to reach members through meaningful information that is accessible, easily available and cannot be found elsewhere.
- The availability of responsive and professional customer service. Associations that have a nationwide scope should ensure that the needs of their members are catered to at local and/or regional levels. Likewise, it is important to note that member support does not have to be limited to e-mail or phone, but can also include live chat options, FAQ sections and how-to guides.
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The column contributor, Octavio “Bobby” Peralta, is concurrently the secretary-general of the Association of Development Financing Institutions in Asia and the Pacific (ADFIAP) and the CEO and founder of the Philippine Council of Associations and Association Executives (PCAAE). The PCAAE is holding the Associations Summit 5 (AS5) on November 22 and 23, 2017 at the Philippine International Convention Center (PICC), which is expected to draw over 200 association professionals here and abroad.
The two-day event is supported by the ADFIAP, the Tourism Promotions Board, and the PICC. E-mail inquiries@adfiap.org for more details on AS5.