This document discusses how associations can use components like geographic chapters, special interest groups, and virtual communities to drive member engagement. It recommends that associations understand members' key interests in issues, disciplines, or geography and create both formal and informal opportunities within components tailored to those drivers. Associations should also assist components with expertise, tools, and training and celebrate their successes to recognize and reward member participation.

1. Energize Your Members:
Using Components to Drive Engagement
Peggy Hoffman, CAE
Peter Houstle
Mariner Management & Marketing
association management, component development, leadership training

4. Source: www.diabeteseducator.org

5. Source: www.mgma.com

6. Source: www.bisnow.com

8. Source: wordle.net

9. • Poll 1:
• What type of components do you have?
 Geographic (chapters, affiliates …)
 Specialty Interest Group (SIG) or Community of
Practice (CoP)
 Specialty Practice groups
 Divisions
 Virtual communities
 None

10. Membership Drivers …
Interest
Geography Issue
Discipline

11. • Poll 2:
• Do you track your members’ drivers?
 Yes, we capture in our member data file each
member’s key driver/s
 We don’t track individually but do survey
 Not in any formal way at this time

12. Component Success Drivers …
Color – YES!
(people & energy)
Size or shape – No!

13. Association Role… • Issue
Understand • Interest
the drivers • Discipline
• Geography
Create • Formal
opportunities • Informal
• Embedded
Expertise
Assist • Tools
• Training
• Setting metrics
• Recognize
Celebrate
• Reward

14. Learn more …
• Associapedia – Info on Components & other association topics
http://www.asaecenter.org/wiki
• Idea Center – Mariner’s blog covering all aspects of
components http://www.marinermanagement.com/idea-center
• Components & ROI Research – 2 studies on why’s of
components http://www.marinermanagement.com/resources
• Social Fish Blog – great resource for building community
http://www.socialfish.org/blog

15. Contact us …
Peter Houstle phoustle@marinermanagement.com
Peggy Hoffman, CAE phoffman@marinermanagement.com
or on Twitter @peggyhoffman
Mariner Management & Marketing
301-725-2508 * www.marinermanagement.com