As member interest in topics, such as Environment Social and Governance and Diversity and Inclusion, continues to increase, deploying an effective communication and engagement programme can be game-changing when it comes to delivering better member retention, acquisition and loyalty.
In research conducted by Memberwise in 2021, 83% of the members surveyed expect to be able to participate and vote at the annual meeting online. With members pushing for radical digitalisation, it’s time to bring digital transformation to the forefront of your organisation’s future planning.
Misconceptions around Hybrid
Despite rapid adoption of digital meetings, there can be a misconception amongst some professionals that a digital meeting room may complicate access to the annual meeting, or increase the workload for organisers. Some associations have also raised concerns that digitalisation can also prohibit some members from attending the annual meeting, due to lack of technical knowledge or competency. However, a hybrid meeting only expands the flexibility of your meeting, and can help increase attendance, encouraging further engagement.
Prioritising digitalisation – the future of good corporate governance
Communication should be a central pillar of your association’s member engagement strategy – this will allow members to feel connected to your organisation, and ready to engage with the topics brought up at your AGM.
Ongoing communication plans can transform your relationship with members. Providing multiple touch points throughout the year ensures that relationships aren’t allowed to deteriorate, only to overspill at critical meetings. Inviting your teams to make regular contact with members can enhance voting outcomes and cultivate advocates, thanks to a better perceptions of transparency and a sense of personal connection with the association.
The rise of stakeholder voice
With the constant rise of stakeholder voice, especially amongst younger and Gen-Z members, it’s important for your organisation to appeal to the needs and interests of an extremely varied membership base, without generalising. Implementing a hybrid or virtual element to your AGM is a great way to increase accessibility and improve attendance from your members across the board. Offering greater flexibility over modes of attendance allows for more varied membership to join the meeting, creating a more well-rounded view of the thoughts and voice of your membership.
A comprehensive stakeholder engagement strategy is a great opportunity to remind stakeholders why they originally joined and supported your organisation and engage members on key issues that will shape the character and encouraging stakeholder loyalty and retention.
Digitalisation has the power to transform how your association interacts with members. Will your membership make the transition?
Lumi is the leading player in software and real-time audience engagement technology worldwide. Lumi facilitates the smooth and reliable running of Annual General Meetings for listed companies, partnerships, unincorporated associations and other member-based organizations.
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