Build Member Engagement in Your Chapter
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This document provides a framework for chapter leaders to build member engagement in their organizations. It outlines four levels of engagement - consuming, promoting, creating, and serving/governing. The webinar guides leaders to create a welcoming environment by connecting with members on a personal level using questions about people, activities, and available resources. Leaders are encouraged to identify easy entry points for involvement to actively engage members.
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Build Member Engagement in Your Chapter
- 1. Build Member Engagement in Your Chapter: A Chapter Leaders Webinar
- 7. CONSUMING (viewing, reading, attending) PROMOTING (liking, sharing, recommending) CREATING (contributing, commenting, survey respondent) SERVING (volunteer in non-governing role) GOVERNING (volunteer in a leadership role)
- 8. Welcome
- 9. Hit one of your members hot buttons!
- 10. 1.An Answer
- 12. 1.An Answer 2.A Person 3.A Purpose
- 15. Connect Welcome
- 17. 1.Person
- 20. How can you create a check point?
- 23. Name 5 tasks or activities a member could easily do to get involved.
- 25. Questions … Peggy M. Hoffman, CAE Mariner Management & Marketing phoffman@marinermanagement.com 301.725.2508 Connect with me on-line: Twitter: @peggyhoffman LinkedIn: Peggy Hoffman
Editor's Notes
- “The difference between joining an association and belonging to one is a distinction every association leaders should understand and appreciate […] and facilitate.”Source: 10 Lessons for Cultivating Member Commitment, ASAE
- Trends in Membership: Members are Pro-socialASAE research clearly shows that the #1 reason for members to join and renew is tied to the association’s ability to provide collective (for the good of the profession or group) benefits. Personal benefits are trumped by collective benefits. Its not that personal benefits aren't important, but it’s the mix that counts and collective is rated higher.Source: ASAE Decision To Join, ASAE, www.asaecenter.org
- Trends in Membership: Value is in engagement.Its not the list of features, it’s the ability of members to get involved. “The visceral experience of involvement is what solidifies [an individual’s] appreciation of what an association is: peers helping peers.”ASAE research suggests a goal of 1/3 being actively involved in volunteering roles, 1/3 involved in the past.Source: ASAE Decision To Join, 10 Lessons for Cultivating Member Commitment, ASAE, www.asaecenter.org
- Value to associations? Members who engage, renew at higher levels and post higher Net Promoter Scores which predict willingness to promote the association (think member recruitment).
- How do we know this? ASAE Decision To Join studies show that performing 1 simple task for the association, boosted the perception of the value of the group from 38% to 44%
- How do you make this happen? Let’s look first at what engagement is and then at three steps to engaging members.
- A look at the Member Engagement Continuum … every member has a place
- Cultivating members can be viewed as a series of steps:Welcome … create a welcoming chapterConnect … help members map their membershipEngage … involve members
- To create a welcoming chapter, you have to be friendly, inviting and be an answer to one of their hot buttons …3 Motivations: answer to a question or a need … might be need low-cost education, solve a biz problemPerson … need connections; maybe a mentor, a coach, new job, an employee, a vendor connection, a friendPurpose … something to get involved in and people to get involved with
- To create a welcoming chapter, you have to be friendly, inviting and be an answer to one of their hot buttons …3 Motivations: answer to a question or a need … might be need low-cost education, solve a biz problemPerson … need connections; maybe a mentor, a coach, new job, an employee, a vendor connection, a friendPurpose … something to get involved in and people to get involved with
- To create a welcoming chapter, you have to be friendly, inviting and be an answer to one of their hot buttons …3 Motivations: answer to a question or a need … might be need low-cost education, solve a biz problemPerson … need connections; maybe a mentor, a coach, new job, an employee, a vendor connection, a friendPurpose … something to get involved in and people to get involved with
- To create a welcoming chapter, you have to be friendly, inviting and be an answer to one of their hot buttons …3 Motivations: answer to a question or a need … might be need low-cost education, solve a biz problemPerson … need connections; maybe a mentor, a coach, new job, an employee, a vendor connection, a friendPurpose … something to get involved in and people to get involved with
- Listen … (we have 2 ears and 1 mouth so we listen twice as much as talk!)Greet people when they walk in the door, when they join, when they reply to an email … reach out and ask questions and then listen for which of the three motivations is their current hot button.
- Take a minute to craft your best opening question …What brings you here?What would you like to know about us?
- Cultivating members can be looked at as a continuum:Welcome … create a welcoming chapterConnect … help members map their membershipEngage … involve members
- Help members map their membership.Start by asking what’s one thing they’d like the chapter to help them with or what would make them feel good about being connected to the chapter.
- Close the loop … Take a minute to consider in what ways you can create a check point to make sure the person connects?
- Cultivating members can be looked at as a continuum:Welcome … create a welcoming chapterConnect … help members map their membershipEngage … involve members
- Get them in the boat … involve the members in the work of the chapterAsk them to do small things … contribute to a article or blog post, be a greeter at an event, make a phone call to find a location or speakers or a resource, participate in a survey …
- What are five ways …
- Your turn …
- For more information, explanations or questions, contact Peggy M. Hoffman, CAEphoffman@marinermanagement.com * 301.725.2508 * Twitter: @peggyhoffmanAlso visit the blog at www.marinermanagement.com