Member engagement can be described as the connection and ongoing interaction between members and an organization. The exchange provides meaningful value for both the member and the association.
Why is Member Engagement Important?
According to the 2021 Membership Marketing Benchmarking Report, the main reason association members lapse is because of lack of engagement. This finding is just one piece of evidence that member engagement is critical to an organization’s growth and success.
[Related: How to Collect Helpful Member Feedback]
Members who feel connected and engaged to an organization are more likely to:
- renew their memberships year after year
- sing praises to other non-members through word of mouth
- participate in events, continuing education, and other association offerings
To put it simply, member engagement increases retention and loyalty and boosts the relevancy of your organization.
How to Increase Member Engagement
So, how does your organization take steps toward member engagement? This requires intentional effort on your part, but trust us it’s worth it. Keep in touch with your members via email, social media posts, and event invitations. Focus on building relationships with members and partners in your community. Remind them of the value that your organization brings. A personalized and human experience is more likely to keep members engaged.
What Are Member Engagement Focus Groups
One way of increasing member engagement is to organize a focus group. Focus groups are small, guided discussion groups that help draw out consumer perceptions and solicit helpful feedback and criticisms about what you’re doing right (or wrong).
Moreover, focus groups can give you helpful tips for how to strengthen and improve your organization and provide an idea of the actual value of your services to your community. They can also show your members that you appreciate their feedback and involvement.
Once you have results and insights from a focus group, you can enhance your member engagement strategy.
How to Organize a Member Engagement Focus Group
Follow these steps to organize a member engagement focus group for your organization.
- Establish a goal
- Come up with questions
- Select participants
- Choose a moderator who will run the group
- Inform the selected participants about what information you are going to collect and how it will be used
- Organize the space with a focus on accessibility, and allow all voices to be heard
- Ensure all recording software will run smoothly on the day of the group
- Analyze your results and share your findings
[Related: Tips for a Great Association Newsletter]
In conclusion, if arranged thoughtfully, a member engagement focus group can provide priceless value to your organization. Your organization can get insights from individuals you might not typically hear from and come across new ideas and solutions. Additionally, you can receive helpful feedback that can further your success.
To top it off, your members will feel connected and engaged more than ever, increasing retention rates and building your reputation.
Contact Dennison & Associates Today!
Still curious about what member engagement focus groups can do for your organization? Are you interested in organizational and digital strategy assessments and other tailored services that can help you reach your goals?
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