At the end of our previous blog entry we listed a set of tips for improving and maintaining member engagement. In this entry we look at the first three:

1. Understand the psychology behind member engagement
2. Understand the member experience and member journey
3. Define your member engagement objectives

1. Understand the psychology behind member engagement
Why do some member engage and others do not? This is a hugely complex question but we can attempt to group the reasons why embers engage with their membership organisation into environmental factors and personal factors. These two groups of motivators influence how, when and why members engage or not.

Environmental motivators may include, autonomy in the workplace, time and financial pressures and competitive landscape (i.e. where else can a member get the information / product / service they need other than their membership organisation?).

Personal motivators may include; knowledge and understanding of engagement touch points, knowledge and understanding of member benefits and ability / willingness to allocate personal time to engage.

2. Understand the member experience and member journey
Most membership organisations could identify a similar member journey. Non-members are targeted due to their profession, trade, commercial sector, skill set, interests, hobbies, and so on. They are then acquired sometimes using introductions, offers or graduate memberships as a hook. It’s not unlike a standard brand relationship model:

Awareness, Consideration, Preference, Purchase, Loyalty, Advocacy
Or:
Learn, Like, Love, Loyal.

To succeed these models assume that there is forward momentum through the journey and that new non-members continue to be acquired and that attrition rates remain at acceptable levels.

The important thing to remember is that not all members will want to become advocates, or sit on committees or allocate a lot of their professional or personal time to their membership organisation. But, this does not mean they are not loyal. We could use political terminology and call them the quiet majority. For many membership organisations they make up the bulk of member income.

3. Define your member engagement objectives
This is critical to developing programmes and to enable management and measurement of member engagement. It’s important to define your objectives that could include:

− Improving renewal rates
− Adding value to your member benefits package
− Gathering insight from members

Don’t worry too much about benchmarking, be realistic and take a long-term view.

In the next entry we’ll look at strategy and tactics for increasing and maintaining member engagement.

See Part 1 – Improving Member Engagement…

About Loud Marketing…
Loud Marketing is a Memberwise Recognised Supplier and a specialist in membership marketing. Since 2005 they have offered a flexible extension to our clients’ marketing resources and often become a trusted advisor and part of their clients’ team. Loud Marketing provides strategy, market research and marketing communications services to a range of membership organisations and is led by Stephen O’Reilly (stephen@loudmarketing.com).

2017-10-17T13:41:39+00:00 Tuesday, 15 July, 2014|Categories: Advice & Tips, Member Engagement, MemberWise Recognised Supplier|Tags: |0 Comments

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