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10 Mar

Posted at 09:16h in Case Studies, Member Research, Online Communities
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Effective member engagement is the cornerstone of any successful organization or association. Building strong connections, demonstrating value, and creating a sense of belonging can lead to higher retention rates and a thriving community that generates a welcoming space for inclusive feedback and probing opportunities. At Insightrix, we understand the importance of connecting with your members, which is why our Insightrix Membership Surveys are designed to support strategies that enhance engagement, retention, satisfaction and overall member experience.  Below, we delve into 11 actionable tips for improving member engagement, complete with real-world insights, case studies and an infographic you can print out or circulate with your colleagues! Personalize Onboarding with Welcome Kits A strong start sets the tone for long-term engagement. Providing new members with personalized welcome kits that include essential information, branded merchandise, and exclusive resources helps them feel valued and informed immediately. The American Library Association (ALA) includes welcome letters, exclusive access to online resources, and branded tote bags to create a sense of belonging from day one. Assign a Dedicated Contact Building personal connections fosters trust and commitment. Assigning a dedicated contact person for new members ensures they have someone to turn to for guidance and support. The Project Management Institute (PMI) pairs new members with mentors who help them navigate resources and networking opportunities, leading to higher retention rates. Regular Renewal Reminders Members are busy, and it’s easy to forget about renewal deadlines. Automated email reminders, push notifications, and SMS alerts help keep renewals at the forefront of your mind. Research by the Membership Marketing Benchmarking Report found that organizations using automated reminders saw a 20% increase in renewal rates compared to those relying on manual outreach. Value Demonstration Showing appreciation goes a long way in maintaining strong member relationships. Recognizing contributions through personalized thank-you messages, social media spotlights, or exclusive recognition events can strengthen members' emotional connection with your organization. Toastmasters International highlights member achievements at conferences and on social media, reinforcing the value of membership. Utilize Online Platforms Online platforms bridge the gap between physical distance and meaningful engagement. Hosting webinars, online meetups, or discussion forums provides members with opportunities to connect and share insights. The Association for Talent Development (ATD) uses virtual networking events to engage members worldwide, ensuring a continuous flow of knowledge-sharing. Encourage Member Engagement Empowering members to share their experiences enhances engagement and fosters a sense of ownership. LinkedIn Groups, for example, thrive on member-driven content where professionals share insights, articles, and discussions. Encouraging blog contributions, guest speaking opportunities or social media takeovers help organizations build a dynamic and collaborative environment. At Insightrix, we host industry events for our Young Adult market research community (YA! Panel) so that our micro panel of respondents can meet industry professionals, learn more about our research, and make real-world connections that foster their future career paths. Offer Member Exclusive Discounts Loyalty is driven by value. Exclusive member perks, such as discounts, early access to events, or referral incentives, demonstrate appreciation and encourage long-term commitment. Costco’s membership model thrives on exclusive pricing, maintaining an impressive 91% renewal rate among its members. Create Personalized Engagement Strategies Not all members engage in the same way. Tailoring engagement initiatives to suit different demographics, industries, and interests ensures broader participation. The Canadian Bar Association, for example, offers specialized networking groups for young lawyers, senior practitioners, and diverse legal communities to enhance inclusivity and engagement. Leverage Technology for Engagement  Modern technology enhances the membership experience. Gamification elements like points-based reward systems, interactive content, and AI-driven recommendations can significantly boost engagement. The fitness industry, including platforms like Peloton, effectively uses leaderboards and achievement badges to motivate and engage users. Solicit Feedback & Act On It! Member feedback is essential for improving engagement and service offerings. At Insightrix, our Membership Surveys provide actionable insights to help organizations enhance member satisfaction and refine strategies. Case Study: Plannera Pensions & Benefits (PEPP) In August 2024, Plannera Pensions & Benefits partnered with Insightrix to conduct a quantitative survey of PEPP members. This was the sixth wave of research to assess satisfaction and gather insights to improve future member engagement. The survey was sent to a large database of members and focused on measuring satisfaction, pension knowledge, and communication preferences. Key insights included refining outreach strategies based on communication preferences, identifying opportunities to boost engagement, and gathering data to enhance the overall member experience. By acting on this feedback, Plannera is strengthening its member engagement. At Insightrix, we believe regular feedback loops are crucial for shaping effective engagement strategies and improving member satisfaction. Celebrate Members' Milestones  Acknowledging anniversaries, achievements, and other milestones strengthens emotional connections. Celebrating your members through digital shout-outs, awards, or exclusive event invitations shows them they are valued. Alumni organizations, for example, often highlight notable achievements of their members in newsletters and social media posts. Why Member Engagement Matters Engaged members are more likely to renew their memberships, participate in events, and advocate for the organization. According to a study by the American Society of Association Executives (ASAE), organizations with strong engagement strategies report a 15% higher retention rate than those without. Insightrix Membership Surveys: Insights for Effective Engagement Strategies Understanding your members’ needs is critical to building effective engagement strategies. Insightrix Membership Surveys provide actionable insights to help organizations: Enhance member onboarding processes. Tailor benefits and activities to member preferences. Identify barriers to engagement and retention. Download Your Infographic Ready to elevate your member engagement strategies? Download this handy infographic for tips on your organization’s member engagement.  Contact Insightrix today to learn how our membership surveys can support your organization’s goals. 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 Sources: Statista. “Automated Reminders Impact on Renewals.” ATD. “Virtual Networking Events.” Costco. "Annual Membership Retention Statistics." ...
 

08 Nov

Posted at 10:47h in Innovation, Insights, Research
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Without members, your organization would look fundamentally different altogether. Yet, even when you understand how critical your current members are, sometimes it is easy to focus on the products and services your business provides above your member's interests. Your team may be focused on improving your products to generate more memberships. And the dedication to improvement is admirable if you consider that a satisfying member experience can lead to an ace member loyalty program. Nevertheless, if your member does not like the current experience you offer or thinks you don't care about them as an individual, they can quickly move on to your competitor. The same is true if they feel they share the same values as your association. To truly align your values with your core customer, it's essential to focus on membership growth while learning how every touchpoint affects the overall perception of your brand. Member Research is Intelligent Member research is intelligent and can be hugely actionable. Member research can gather information to align your brand values with your member expectations. When it all boils down, good member research encourages organizations to take the feedback given by their member - or potential member - and reinvest it back into the organization. Businesses that rely on memberships have historically used market research to understand their member motivations and behaviours. For example, perhaps you are a not-for-profit that relies on members for annual funding. Picture your value proposition evolving due to industry pressures coming from new consumer behaviours. Perhaps you are interested in segmenting your member base to ensure the benefits offered are communicated to the right person. In all aspects, there is a case for member research. Membership-building Efforts When Marketing General Inc. (MGI) surveyed associations for its Membership Marketing Benchmarking Report*, it was reported that regardless of the membership type, almost half of the associations described a decline in overall memberships in 2019 (47%). Sadly, but not unexpectedly, many member-centric businesses took a hit to their membership over the pandemic. Yet despite current events, one in four (45%) associations report that they successfully grew membership in 2020. Moreover, compared to associations reporting membership declines, associations that reported increases in membership over the past five years are more likely to have a specific process in place to support innovation (22% vs. 17%) or are working on developing a strategy for innovation and new ideas (28% vs. 25%). To try and build on member growth, developing a strategy for innovation and new ideas can come from many avenues of business, including market research. Personalize Your Member Recruitment Strategy While it goes without saying, a key driver in any membership growth is an effective membership recruitment strategy. There are many ways to intensify your member recruitment efforts. However, while most member-driven organizations have established processes for membership growth, these work plans habitually offer little to no benefit, that is, without understanding your member and their needs. Additionally, even the best marketing strategies require consistent creative modifications to respond to the unanticipated changes in the marketplace – and membership experience (MX) programs are no different. Communicating Membership Value Are you effectively getting the word out to members about their benefits? Or does your membership value proposition need some tuning up? Associations with a focus on membership growth are always trying to innovate membership benefits. These brands understand the importance of using member feedback to learn about the interests and the behaviours directly from the source. As a result, these organizations build MX programs that are often well-targeted by different segments. These programs, in turn, offer their membership the type of products and services specific to them and their needs as a member.   When an organization is genuinely member-centric at its core, its values and business values align with its member base. Potential members can sense marketing fluff from a mile away, and it is not enough to assume who your core member is or what they like. Society is changing, and so is your member profile. Communicating value to your member can no longer fit into bullet-point lists on on-site pamphlets – they must be expressed in a way that your members understand and the way your members can appreciate. Members Come First   Organizations that rely on members for their association to succeed must genuinely believe that the member comes first. Treat your members the way they want to be treated – like valued members. But more than that, they want to know that you value them as real human beings, not just another number. Invest in your members by getting feedback directly from them. Understand their needs instantly from them. It's critical member-centric organizations implement feedback into their communication to show that you've listened and you've heard what they've told you. Members want to belong to your organization, and it is essential to let them feel the emotional engagement, which builds loyalty. Being a member-first organization is not something you fulfill through marketing messaging. It is something you live, breathe, and do.  Market Research for Credit Unions For more information on the work that Insightrix does in this area, please get in touch with us. We would love to discuss the extensive work in this area – with associations, not-for-profits, post-secondary, and financial institutions and banks. While you're at it, check out our new whitepaper on how member-driven institutions like financial credit unions can use research to personalize their member experience program. Get your free whitepaper here.   ...