In today's dynamic world of memberships, the focus of a manager should extend beyond mere numbers. The real goal is to create an engaged community that finds genuine value in their membership. But what does "engagement" truly mean in this context? Let's explore this concept and the challenges you will face as a manager, and by the end of this article, you'll have a comprehensive understanding of member engagement and a toolkit of strategies to create lasting connections.
At its core, engagement signifies a personal connection between members and the membership group they are part of. This connection is more than just transactions - it includes a shared purpose, shared values, and genuine sense of community. When your members feel this connection, they are more likely to renew their memberships, actively participate, and contribute positively to your community's growth.
Central to achieving this connection is effective communication. As a manager, your focus should be on communicating to your members the reasons they joined - the benefits, networking opportunities, digital content and sense of community. By being transparent and building genuine relationships with your members, you will create a stronger community of connected members.
As we continue to explore the foundations of engagement, it's important to uncover the challenges faced, to help give you the insights necessary to strategize .
In today's technology-driven landscape, heightened competition is at members' fingertips, allowing them to access more options than ever before. These alternatives have led members to perceive their memberships as potentially replaceable. If you fail to communicate your benefits, there is an increased risk of members switching to other communities which may offer similar or superior business and networking opportunities
Additionally, decreasing loyalty stems from members feeling disconnected from the shared purpose of their community. In an era where organisations are constantly competing for attention, creating a community that resonates with your members' values becomes essential. When the community lacks a unifying purpose, members feel less loyalty and instead base their decisions for joining a membership on the immediate benefits and perceived value of the membership.
Lastly, using digital platforms has become both a necessity and a challenge. One example is the difficulty in getting members to actively participate and transition to online platforms such as Slack or Discord. For newer members, transitioning to a new platform might be relatively easy, as they haven't yet formed strong habits with one specific communication tool. However, it can be challenging when trying to engage people at various stages of their journey. Difficulties emerge when dealing with members who have been a part of the community for a more extended period, particularly those who have held memberships for one to two years or even longer and have settled into habits and routines.
To establish a lasting, mutual bond between members and your community's core principles you should concentrate on these strategies ahead that acknowledge and incentivise behaviours that encourage sustained engagement.
Utilising (using) digital platforms for engaging content can be highly effective. Podcasts, webinars, and interviews provide informative avenues to communicate the benefits of the membership and spread your shared values in an authentic way.
Remember - your members are your greatest source of content. Encourage your members to share their stories and what happened to them - this can help inspire other members and potentially communicate the benefits in a relatable way.
Using a variety of methods of communication is advised - Don't just limit yourself to posting on a forum - use a regularly updated Newsletter, user-inspired social media posts/blogs and interactive content (such as a conducting polls). Finding new ways to include a variety of online content will add authenticity and variety to your community, and promote two-way communication opportunities.
An online community, whether it be an online forum, Slack or Facebook group, serves as the touch point for your members. This online community should encourage them to participate , giving them a platform to interact with other members and create content. This online community has the potential to include various topics of discussion, such as a job board, where members can share new opportunities.
Remember - It's important to have an onboarding process in place that simplifies the process of getting the member acquainted with the online platform.