16 Engagement Association professionals know that keeping members engaged and active is the secret sauce to a thriving organization. But how can you make sure everyone is on board and excited, ready to make a real difference? The key lies in understanding where your members are in the Engagement Loop—a cycle through which members move from passive to highly active engagement. What Is the Engagement Loop? The Engagement Loop, described in the 2024 Association Engagement Index (AEI), represents a continuous cycle where members interact with the association in four key stages: Consume: Here’s where the journey begins, where members engage passively by consuming content developed by the association. Whether it’s reading newsletters, attending webinars or perusing blog posts, this phase represents a low-effort yet foundational step in engagement. Contribute: As members become more invested, they move on to participating in networking programs, attending live or virtual events, or engaging in online forums. At this point, members are beyond passive consumption—they are starting to get active. Collaborate: Here, members are collaborating with their association peers, sharing their expertise and becoming integral to the community. From task forces to special interest groups, collaboration provides a sense of belonging and collective achievement. Co-create: This phase is where the magic happens. Members are directly influencing the association’s direction by helping shape its mission, strategy or products. This is where true advocacy takes place, as members work together with the association to advance its goals. Using the Engagement Loop to Activate Your Membership Members can be at any stage of the Engagement Loop in their relationship with the organization. By tracking their engagement, associations can tailor communications to guide them to new opportunities. For instance, if a member has contributed by presenting at an event, the association should direct them to collaborate in task forces, committees or expert groups, or co-create by participating in strategic planning activities or volunteer leadership roles. One key step in doing this is by creating roadmaps for your members. Once they have consumed, contributed and collaborated, clearly outline the next steps they can take to step into a volunteer or leadership role. Communicate these roadmaps at every step, so members have a strong picture of what their participation looks like and the impact it makes. To effectively navigate the Engagement Loop and elevate member involvement, associations can consider implementing the following strategies: 1. G uide members to consume thoughtfully. While consumption is a passive activity, it’s an important entry point. Many times, this is a member’s introduction to your organization. To enhance this phase, provide tailored content that aligns with members’ interests. Using data-driven personalization, such as recommending relevant articles or webinars, can help members feel the content is curated just for them. Remember, the goal is to keep members coming back for more. NAVIGATING THE ENGAGEMENT L OP A Roadmap for Association Success By Erin Fuller Collaborate Consume Contribute Co-create
RkJQdWJsaXNoZXIy Nzc3ODM=