Discover the Engagement Loop
Central to the 2024 AEI is the introduction of the Engagement Loop, a dynamic model outlining the four modes of engagement: consume, contribute, collaborate, and co-create. This continuum showcases the journey members take from initial awareness through to active participation and deep commitment. Associations can create more meaningful and long-lasting relationships with their members and customers by understanding and leveraging this Engagement Loop.
Tailored strategies for diverse audiences
The 2024 AEI also underscores the importance of personalised and multichannel engagement strategies. Members who are younger than 55 were found to be less likely to recommend their association than older members. Targeted tactics that boost advocacy and loyalty among younger members will therefore go a long way towards future-proofing any association.
Key findings and opportunities
The report reveals that while 31% of members and customers are keen to contribute more actively to their associations, only a fraction find it easy to do so. This gap represents an opportunity for associations to refine their engagement strategies. The Engagement Loop framework is designed to address these challenges, with actionable insights to enhance engagement across all touchpoints.
MCI’s recommendations
The report is based on data extracted from the 15,800 responses received from members and customers spread across 120 countries. Based on the data, MCI’s AEI report offers several key actionable strategies:
- Optimise: Structure activities around the four modes of the Engagement Loop to facilitate smoother transitions from passive consumption to active co-creation and maximise engagement opportunities.
- Personalise: Leverage data to tailor messages and communication that will guide members towards activities that encourage engagement.
- Collaborate: Regularly invite members to contribute their ideas for new association activities, get them involved and build a sense of ownership. Then emphasise the value and impact of their involvement.
- Get flexible: Offer short-term projects and design agile membership plans that accommodate diverse preferences.
Enhance your engagement strategy today
The 2024 AEI is more than a benchmark; it's a strategic tool for any association looking to deepen member engagement and strengthen community ties.
Stay ahead of the curve and unlock the full potential of your association’s engagement with the 2024 Association Engagement Index.
Karine Desbant - Director Marketing & Communications - Associations Market, MCI
