We’re all bracing for membership drops (ok here at Mariner we’re home to three associations worriedly watching the renewal numbers). Let’s take the worry and put it to work productively. And here are three actionable ways from MemberSuite’s post “Rethink Membership Benefits to Make Your Association Indispensable.”
Hint, the new channel is your chapter network! Take a look at the 2019 Chapter Benchmarking Report and research on member engagement. Factor in the constraints on large association meetings and combined with the research, we see all signs point to local as an engagement opportunity.
More than 50% of associations have reported a disruption in existing member programs or activities. Nearly 40% indicated they don’t see resuming in-person events before 2021. What this foretells for retention is anyone’s guess however associations are bracing according the ASAE Foundation Impact Study. We tremble though because we know the connection between member engagement and retention. This is where chapters come in.
Recently, we were program facilitators for the Association General Contractors of America Leadership Conference and welcomed the panel of Gen Z’s. They shared willingly their perspective on industry engagement, moderated by a dynamic Gen Z, Josh Miller from the team of XYZ University. This panel was much anticipated. And, they delivered. Why? Because they were talking about this illusive generation with an authentic voice – including the moderator.
For many the new year brings new resolutions most of which are about change. While we focus on the need to change, we sometimes skip over setting ourselves up for change. This can be doubly so when we look at change in our associations and in our chapters.
Mariner Management & Marketing is your partner in helping association volunteers and staff create the greatest possible value for your members and in ensuring the long term health and growth of your association.