17 Engagement 2. E ncourage contributions through targeted opportunities. The leap from consuming to contributing can be facilitated by offering bite-sized opportunities for involvement. Associations should make it easy for members to engage in discussions, attend events, or participate in polls and surveys. Clear, actionable invitations—especially ones that highlight the personal and professional benefits of participation—can make all the difference. 3. F oster a culture of collaboration. Collaboration is where associations can build deeper relationships. Create environments where members can collaborate meaningfully, whether that’s through a task force or committee, or through a project that addresses a need within the association community. Providing platforms for peer-to-peer collaboration, as well as the tools and support they need to activate, allows members to share expertise and grow their professional networks. 4. E mpower members to co-create. Co-creation is where associations can truly capitalize on their members’ dedication. By inviting members to help shape the organization’s direction, associations create a sense of ownership and belonging. This is not only beneficial for the organization but also rewarding for members, who feel empowered to influence change. Be specific in outlining how members can engage at this level, whether that’s on the board or some other leadership capacity, and the ROI for the organization and for them. When opportunities are clearly presented and closely tailored to members’ interests, they are more likely to participate actively and with enthusiasm. The AEI Engagement Loop is more than a model—it provides strategic insight on building lasting relationships between your association and your members. By creating clear, action-oriented steps that guide your members through the stages, you can strengthen engagement, loyalty and advocacy, ultimately leading to a more secure future and amplified industry relevance. Erin Fuller is the chief strategy officer at MCI USA. By creating clear, actionoriented steps that guide your members through the stages, you can strengthen engagement, loyalty and advocacy, ultimately leading to a more secure future and amplified industry relevance.
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