Back To The Engagement Strategy Drawing Board
With the holidays over, you might be back to the drawing board on developing your 2020 strategy to maximize member engagement. Before you dive back into your notes, check out our Top 10 recap below. If you missed it, check out our Part 1 of this series here: http://bit.ly/35FaknF
First 10 Elements To Maximizing Member Engagement in 2020
2. Start Now
3. Evaluate Milestones
4. Set Measurable Goals
5. Understand Your Member’s Pain Points
6. Create Value
7. Develop A Content Plan
8. Create A Persona
9. Develop A Communications Plan
10. Determine Optimal Delivery
Member engagement doesn't go from zero to 60 mph in three seconds. There are several stages within the engagement funnel that allow you to create content and offers based on the stage your members are in, with hopes of increasing their engagement. (If we’re thinking about the 90-90-1 principle, you’re hoping to ease them into that top percent).
Let’s keep the momentum going to explore the Final 10 Elements To Maximizing Member Engagement in 2020
It’s likely that most, if not everyone reading this message today has participated in their December 2019 Board meeting. While there is always the sentimental time to reflect on all the accomplishments made this year, I’m curious to see how many Boards talked about ENGAGEMENT in 2020? How many asked what you were doing to develop a robust ENGAGEMENT STRATEGY?
Chances are, when that topic of conversation came up, a few people might have felt an ache in the pit of their stomach. Member engagement isn’t an easy, snap-your-fingers kind of thing, but when you have an engaged member base, the work is totally worth it. Achieving great engagement requires a commitment to a great member engagement strategy.
If you're involved in community management, you've likely heard of the 90-9-1 principle. The numbers represent speculated percentages of online engagement, with 90 percent of participants only viewing content, 9 percent responding to content, and 1 percent actively participating in the creation of new content. These numbers seem pretty dismal. It's difficult not to get discouraged by such speculation when your member engagement is so critical to the success of your association as a whole.
Why Is A Member Engagement Strategy In 2020 So Important?
We live in a digitally connected world. Your audience has more distractions and busier schedules than ever before. So making collaboration accessible on the-go and meeting the members changing needs is critical to your success in the coming year. By consistently keeping members engaged, you won't just attract and keep more members, you'll have leverage to increase your impact within the industry, the ability to promote your advocacy agenda, and an increase in event attendance and other types of revenue.
Despite its importance, member engagement is a fairly elusive concept. It's only been a focus for the past few decades and, unlike more traditional disciplines like marketing and finance, you can't go to school and major in it. Part of the reason that member engagement is such a big challenge is that there isn't a clear-cut process.
Wait, back up! Before we talk cost and strategy, let’s start at the foundational level and really define the ever-growing buzz word that is “digital transformation.” Digital Transformation (DT) is a term used widely and broadly today to cover the phenomenon of leveraging digital technology to provide new products, services, and even new businesses and new value propositions. DT ensures that organizations of all types (including associations and not-for-profits) are capable of extending their digital presence into new markets, driving optimal business practices, elevating their ability to share robust content, and further showcasing these organizations as a highly technological business entity.
How Do You Create A Digital Transformation?
Going digital is not just deploying digital technologies – it is about reinventing your value proposition centered on your audience’s ecosystem. Every successful association and not-for-profit will one day be a digital organization. Remember:
What Does A Digital Culture Look Like?
There are no silos. Initiatives and responsibilities are shared, not owned—collaboration is notable, and noticeable, in a digital organization. Strong governance and leadership buy-in provide structure. Training is ongoing, planned, and budgeted. Staff and board members understand the strategic value of digital investments.