Personalization Matters
The AEI also reveals that personalization remains critical to members. They want tailored content and communications that speak directly to their interests and needs. Members who feel their experiences are customized are more likely to move through the Engagement Loop, evolving from passive consumers of content to active co-creators within the organization who help drive the mission forward.
Leveraging data and member feedback, associations can offer personalized pathways that make it easier for members to engage in ways that are most meaningful to them. Whether that’s through customized newsletters, targeted event invitations or personally relevant content, members want a unique journey that reflects their interests.
Making Engagement Easy
Associations should avoid putting members in a position where they have to figure out what’s in it for them. Communicating value isn’t just about listing benefits — it’s about showing members how these benefits fit their personal or professional goals.
The AEI points out that members spend more than half their time in the passive “consume” stage, reading newsletters or attending webinars. While this is an important starting point, moving beyond consumption into contribution and collaboration requires associations to provide clear, actionable steps. For example, members who attended a webinar could receive a follow-up with direct links to join relevant interest groups or to register for a follow-up event.
Crafting a Roadmap
Members benefit from seeing a roadmap of what’s possible within the association. By mapping out the stages of engagement — from consuming content to becoming an advocate through co-creation — associations give members a clear picture of what their involvement could look like over time. When members understand how their engagement can evolve, they’re more likely to take the next step, knowing exactly what they stand to gain.
By leading with value and guiding members through their engagement journey, associations can deepen connections, increase loyalty and ensure that members aren’t left wondering, “What’s in it for me?” Instead, they’ll know exactly why their membership matters, and they’ll have a clear, personalized path to reap its full benefits.
If you're looking for personalized strategies to boost your member engagement, our advisory services team is here to help. Contact us today to learn how we can support your association in building stronger, more meaningful connections with your members.
Tracy Schorle - Associate Vice President, Advisory Services
