From Routine to Rockstar in Association Member Engagement

We all talk a lot about engagement in the association world.

The term ‘member-driven’ is something that comes up a lot: I know a lot of association folk spend time talking about it in their board and staff meetings. Goodness knows we beat people over the head with it here on our blog...We know it can mean the difference between an association that is doing Okay and one that’s truly hitting it out of the park...but it’s an elusive beast.

..Or is it?

If you think about it, the key to member engagement is actually quite simple: It’s about seeking out, acting on, implementing and communicating member feedback.

Here’s why:

1. When members can see that their input matters and is actually being used, it makes them feel good. People like to feel good, so they will tend to the things that make them feel that way again and again
2. When members see that they actually have an impact on your association and where it’s headed, they start to feel a sense of ownership over the organization
3. Owners have a vested interest in seeing what they own thrive...so in the association example, members who feel like owners are far more likely to actively pitch in (read: engage) with the association than members that don’t

Here are a few examples of how some of our clients use processes that actively incorporate member feedback into the decision-making process:

1)      Member Surveys:  Two things to remember about member surveys: First, you’ve got to do them before your strategic planning if you are going to have any hope of actually using this information to help set your future direction and priorities; Second, your surveys have to be designed to take the true ‘pulse’ of your association by asking non-biased questions about what the association is doing well, where it needs to improve and what it should focus on in the future.

2)      Town Hall Meetings: Once you have drafted a new strategy or policy, ask members to provide feedback through a series of focus groups or town hall meetings. Be sure to explain in your communication to them how you have created the strategy/policy based on their feedback and ask them how it can be improved. I was told by one ED recently that he found these meetings a great place to find volunteers to work on committees – He uses these meetings as an opportunity to challenge participants who are particularly passionate about a given issue to roll up their sleeves in making change happen...and it’s working.

3)      Association Leader Road-Shows:  This can be particularly effective for associations with members in remote areas. Having board members and staff leadership travel from time to time to meet face-to-face with members in different parts of the constituency to meet them and seek frank feedback can give members a sense that they actually matter to the association. It also gives them an opportunity to put a ‘face’ to the association.

4)      Open Communication Channels: Members need a direct way to connect with the people at the top of their association without fear of being intercepted by a staff ‘gatekeeper.’  This can be as simple as having easy-to-find direct email and telephone information for key leadership on the association website, or as involved as incorporating your leadership into your social media presence.

What does your association do to incorporate member feedback into its day-to-day operations?

Our team at ARC specializes in conducting association research designed to help drive your strategic planning process and engage your members. To date, we have conducted well over 60 member needs and satisfaction studies that have allowed our clients to benchmark their results against similar organizations and to develop strategic plans that are truly driven by the needs of these key stakeholders. Want to know more? Drop me a line at carolanne@associationconsultants.com or give me a call at 888-479-7449.

Rockin' photo courtesey of 'Richard Tenspeed Heaven' on Flickr