For professional bodies and non-profit associations, member engagement is often inseparable from member value. Users need to engage with the organisation to discover what benefits are available, but this will only happen if they derive a tangible benefit or value from doing so.
Establishing precisely what members want and need is the essential first step. Asking this direct question, especially to members that are thinking of leaving, is an approach that can be supplemented with competitor and industry sector research. The results will inform the refinement of current benefits and the development of new services. There are a few subsequent strategies to drive engagement that include the following points:
1. Clarify the member value proposition
It’s important to convey a concise and compelling membership proposition on all websites and collateral. Formulating a marketing strategy around this allows the content to focus on the outcomes as well as the benefits. For example, free access to webinars represents a cost saving but it’s also helpful to convey what members will learn about the subject and what practical takeaways they can use in their daily work.
2. Segment service offerings
Modern CRM systems allow a much deeper analysis of member data and offer an opportunity to refine a value proposition based on demographics. Not every benefit will be valued the same way by each member, but by segmenting membership according to engagement and transaction history, organisations can individualise their products and services for the best results.
3. Use personalised, targeted campaigns
Aligned to the point above, every communication or product offer received by a member needs to be timely and relevant. Holding member preference data within a CRM enables all engagement with the organisation to feel far more personal than would usually be possible with large membership numbers. Opt-ins and purchase revenue will grow along with engagement rates.
4. Find innovative ways to engage
New social channels and web tools are developed every year, and each has the potential to reach members in a way they might prefer. Whether it’s a demographic shift from one social media platform to another, or a growing preference for live video, polls or podcasts, a regular review of engagement methods is essential.
5. Communicate the benefits regularly
While simplicity is a key objective, it’s also important to get granular when discussing the precise benefits that subscription offers to members. Within the targeted campaigns and new channels, be sure to include tailored messaging around the tangible outcomes of membership for the individual.
