Launching Member Engagement to New Heights
Proven Strategies for Targeted and Personalized Communication
Despite your best efforts to increase member engagement, sometimes members just will not respond the way you anticipate. It’s frustrating and there can be a variety of reasons for this.
For instance, with various audiences like board members, committee members, associate members, exhibitors, and staff, it’s crucial not to treat them all the same. We’ve all been on the receiving end of an email or text message that had nothing to do with us — also frustrating!
That’s why targeted and personalized communications tailored to different audience segments are pivotal for driving member engagement. In other words, you have to meet your members where they are, which requires knowing who they are and understanding what they want.
Fortunately, today’s mobile app solutions can help you meaningfully connect with and engage your audience all year, whether for a single or multiple events. If your association is hearing nothing but crickets from your member base, it’s time to check out the capabilities of TripBuilder Media’s Mobile365 app.
In the meantime, we’ll take you through some strategies that are proven to help associations master member engagement…
Engagement 101
For the visual learners, it helps to imagine member engagement as a pyramid. At the base level, individuals are merely following, such as receiving an email blast but not bothering to unsubscribe.
As you ascend the pyramid, engagement deepens with actions like endorsing and owning, ultimately leading to a profound personal connection with the organization’s mission. The goal, of course, is to move your members up the pyramid, which requires a personalized approach.
* A fun fact about personalized push notifications: research shows they improve user reaction rates by 400%.
Pushing members to the peak
We know adopting a one-size-fits-all approach won’t suffice and providing relevant content that resonates with each audience segment is key. Tailoring messages ensures all members receive content that has been specifically targeted to their interests, which will keep them engaged.
Make it fun
To inspire member engagement, consider how to make your content more entertaining. This doesn’t necessarily mean you need to launch a new email campaign or flood your social media channels with meme-driven posts. Instead, use the gamification capabilities of a mobile app to energize your audience.
Key strategies for enhanced engagement
We find lists helpful when you’re trying to move the needle on a specific objective for your association. In this case, you’ll notice an increase in member engagement if you can hit the following five targets. Think of them as milestones marking the member journey up the peak.
Milestone 1: Tailored content
Delivering content specific to different groups within the membership ensures relevance
Milestone 2: Impactful communication
Members feel engaged when they receive information, especially when it’s personalized.
Milestone 3: Personalized experience
Meeting members’ expectations for personalized experiences fosters stronger connections. Additionally, you want to provide open communication between users and your association’s leadership and staff.
Milestone 4: Data-driven personalization
Leveraging member data to personalize communications based on interests and preferences enhances the overall experience. Prioritize personalization, yes, but don’t forget that timing is everything. Associations communicate more effectively with their members when they consider context and past behavior into account: “Your association is likely awash in member data, which means you have many opportunities to personalize experiences and increase member engagement.”
Milestone 5: Utilizing preferred channels
Understanding members’ preferred communication channels, such as mobile apps, enhances engagement. Don’t rely on channels that are not working for you, unless you intend to evaluate and refine your efforts. {excerpt from and link to blog post, Why Your Association’s Email Marketing Isn’t Working: 6 Common Pitfalls and Solutions}
Download our whitepaper and learn more ways to enhance the member experience with a mobile app.
Elevating member engagement
We know firsthand how important an engaged membership is to your association. The fact is, we live in a dizzying digital age where many of us feel overwhelmed by messaging, notifications, and the constant stream of communications. By using the data you have about your members, you’re already positioned to cut through the noise and connect with them when and how they want you to.
By implementing the strategies we’ve outlined above, your members are more likely to ascend the engagement pyramid and meaningfully interact with your association. TripBuilder Media’s Mobile 365 was developed specifically to improve the member experience and increase engagement. Our solution facilitates targeted, personalized communication, leading members to the peak of engagement, which will undoubtedly reward your associations with increased retention and satisfaction.
Make a move towards a more engaged membership by connecting with our team to schedule your personalized demo!
