Member engagement: the key to sustained growth

Imagine walking into a community where everyone knows your name and genuinely values your contributions. This is the essence of member engagement, a crucial element for sustaining and growing any membership organisation in our dynamic digital world.

Think about major membership success stories, like The National Trust with over 5.38 million members, The National Union of Students (NUS) which represents more than seven million students, and England Golf with membership figures surpassing 730,000. What if your organisation could mirror their success? These groups focus on engagement - not just to boost member satisfaction but to fuel growth through greater participation and retention.

So, how can you boost engagement within your own organisation? Read on for our top tips that will help you turn your members into loyal advocates and drive sustained growth…

Understand your members better

To effectively engage your members, you can start by gaining a deeper understanding of their experiences, needs and engagement level, through a number of tools.

Member personas & customer journey mapping

Developing detailed member personas is crucial. These personas represent different segments of your membership base, capturing their demographics, preferences, behaviours, and motivations,  allowing you to understand their unique journeys and needs. 

Each persona acts as one point of view for one journey. For example, mapping a student alongside a lecturer using a university website would highlight differences in their original intentions, their actual journey through the site, and their subsequent actions. 

By identifying key personas and creating customer journey maps for each, it’s possible to examine how different people use the site, the goals and expectations they may have, and the mindsets and emotions that drive their decisions or actions. As a result, you can better understand and identify opportunities to optimise experiences, tailor engagement strategies, and implement improvements to enhance satisfaction, ultimately strengthening their connection to your organisation.

Loyalty segments

You can also consider categorising your members into different loyalty segments. Knowing your ‘super’ members, ‘general’ members, and ‘value seekers’ can help you craft even more personalised communication strategies. The most engaged members often stick around for 4+ years, so it's important to build those deep connections wherever possible.

Define a clear member engagement statement

Have you ever thought about your organisation's engagement statement? Take a cue from The National Trust’s 'For everyone, for ever.' A clear and catchy slogan can be a powerful tool. It communicates your organisation's core values and goals, helping to foster a sense of community and belonging. By bringing members closer to the heart of your mission, you ultimately enhance their connection and commitment to your organisation.

To deliver this statement effectively, integrate it consistently across all communication platforms - such as newsletters, social media, and welcome kits - and ensure that it resonates in every interaction members have with your brand. Remember to regularly revisit and refresh the statement as your organisation evolves, keeping it relevant and inspiring for both current and prospective members.

Celebrate the value of membership

It's important for organisations to consistently showcase the value of membership. Tools like a benefits calculator can help members see and appreciate the tangible and intangible perks they receive. Tailored recommendations or exclusive member-only events can also enhance perceived value.

Implementing feedback loops, such as surveys or focus groups, allows you to adapt and respond to member suggestions, ensuring the value remains relevant and compelling. Communicating these evolving benefits through various channels can reinforce the positive impact of membership, encouraging loyalty and long-term engagement.

Member spotlights can also be an effective tool for celebrating the value of membership. Highlighting individual members who have achieved significant milestones or contributed positively to the community not only recognises their efforts but also showcases the diverse opportunities that come with being part of the organisation. By featuring these stories in newsletters, social media, or during events, you can inspire others and create a sense of pride and belonging among members.

Improve connection and communication

Effective communication is the backbone of maintaining and enhancing member engagement. In today's digital age, leveraging a mix of email, social media, and newsletters is essential for reaching members effectively. It's important to consider the frequency and method of your communications to align with member preferences. By delivering concise and timely information, you can keep your members informed and engaged, ensuring they feel valued and connected to your organisation.

To spearhead these efforts, appoint a Member Engagement Champion - an individual dedicated to leading engagement initiatives and ensuring they align with your organisational goals. This role is crucial in coordinating strategies and fostering a culture of connection across your membership base.

In some organisations, such as professional associations, you could consider implementing a Member Buddy System, which pairs new members with experienced ones. This approach not only eases the transition for newcomers but also promotes a sense of community and support, encouraging meaningful relationships and a stronger bond with the organisation.

Create an engagement plan

Bringing all these elements together forms the foundation of a comprehensive member engagement plan - a strategic blueprint designed to cultivate a thriving and connected community. It outlines specific goals, strategies, and metrics to enhance member satisfaction, participation, and retention, ensuring that your membership base remains vibrant and engaged. Think of your engagement plan as a guiding beacon - for consistently communicating your organisation's values and mission across all touchpoints.

As you integrate these strategies into a cohesive plan, remember that engagement is an ongoing journey. Regularly assess and adapt your tactics to remain responsive to your members' evolving needs. By doing so, you'll not only enhance member satisfaction but also drive sustained growth, turning your members into loyal advocates who are deeply connected to the heart of your organisation.

Key takeaways

Engaging your members is crucial for the growth and sustainability of any membership organisation. By delving into their needs through journey mapping and member personas, you can effectively tailor your strategies. A well-defined engagement statement, combined with consistently showcasing the value of membership, fosters a strong sense of community. Effective communication and building connections across various channels ensures that members feel informed and valued. By consolidating these elements into a cohesive engagement plan, you can enhance satisfaction and drive growth.

Ready to elevate your member engagement strategy? Start implementing our top tips today, and start transforming your members into loyal advocates.