Essential Strategies for Association Success

The association landscape right now is tough, and member engagement is often listed as the key concern. With five generations in the workforce, the advent of AI and other technologies, as well as our society’s insistence on ubiquitous and often free access to education and training, our associations are entering a new paradigm. However, by staying nimble, intentionally promoting your mission, embracing your core functions, and fostering volunteerism, associations can build resilience and long-term value for their communities.

Greater Engagement

Member engagement continues to be the cornerstone of thriving associations. To that end, one key change associations are encouraged to adapt is the need to move beyond simple attendance numbers and traditional metrics. Instead, think about how to cultivate vibrant, lasting relationships with your members.

Start first by ensuring that there is a connection between your mission and vision statements and your actions, activities and communications. From meeting agendas to newsletters, websites and onboarding, it is key that your core values and mission/vision are visible and central as they unify teams, inspire action and ensure everyone moves in the same direction. Frequently review and update your strategic plan to maintain relevance in a rapidly changing environment.

With unifying rallying care, it is key to evaluate new ways to engage your membership. Actionable strategies to consider:

• Leverage Technology for Personal Touches: Use data and CRM tools to personalize communications, making each member feel heard and valued.

• Facilitate Community and Belonging: Establish dedicated platforms or spaces where members can connect, collaborate, and share experiences.

• Showcase Member Stories: Elevate testimonials and real-world successes, reinforcing the unique value your association provides.

Another component of success related to member engagement is committing is through meaningful volunteer and committee roles.  Consider, for example, the following:

• Offer a Range of Roles: Think beyond leadership—include ad hoc projects, advisory panels, and micro-volunteering.

• Make Participation Easy: Provide clear expectations, manageable time commitments, and recognition for contributions.

• Empower Members: Encourage members to propose new committees or initiatives that align with their interests and your mission.

Members also need to feel supported in their activities, as well as their role and growth in their own organizations and the industry. Consider new ways to equip members with current resources and certifications to ensure your association remains a trusted knowledge hub. This may include developing an annual membership report card system that highlights the benefits of membership they have received, touchpoints they have gotten from staff, and recognizing the importance of any volunteer efforts they have assisted with.

Ready to implement these strategies or learn more? Connect with AOE for guidance and support as you strengthen your association’s impact.