Once we get members in the door, our next step should be getting them engaged with the association. They will not be renewing if they step into a community that feels like a bunch of online profiles rather than real people supporting the same mission. You may already be putting in efforts to get members involved, but it never hurts to review your processes. Here are a few tips to bring those profiles to life.
1. Strategic Planning. We say it over and over again, but it can make all the difference in the world. You need a strategic plan for your association. You cannot keep executing on idea after idea, you have to take a moment to stop and think sometimes. This allows you to step outside of what’s always been done and start making a difference. Impact offers strategic planning to clients that focuses on what’s working, what’s not, and defining goals. If your goal is to have members engaged, you need an action plan on how to get there.
2. Priorities. Once you have a strategic plan in place, you should have a better idea of what your priorities are. If you come up with ideas outside of the strategic plan, make sure they still make sense towards the goals you set in place. The strategic plan should be your first set of priorities, if you have time for other initiatives, great! If not, table it for another time.
3. Creating a system. Now that you have a plan in place and priorities set, how are you going to follow through? It’s important to have a system in place. Create a calendar with all communications and touchpoints. From there, you should automate anything that you can. Most association management software will allow you to schedule emails which will save you an immense amount of time. You can reach members at certain points throughout their time as a member without having to go through the steps each time.
4. Engagement Ambassadors. We all have a few members that are heavily engaged on social media, the website, events, etc. Utilize these people! Sprinkle them throughout the different mediums and have them work to get others involved.
5. Talk to your members. COVID has been a weird time for a lot of people. They might feel isolated and less comfortable joining online activities. Reach out to those people and check on them. Make sure they are aware of upcoming content and benefits and see how they are enjoying this year of membership. Is there anything else you can provide for them?
Following through with some of these tips will progress you towards bringing some members out of hiding. Good luck in your efforts and if you have any questions, we are here to help!