How to Increase Engagement with Association Members Throughout 2022

February 10, 2022

Membership renewal is mission-critical to healthy and sustainable growth for associations. But the pandemic and its impact have created new challenges for associations of all sizes. 

According to the 2021 Membership Marketing Benchmarking Report, 47% of associations reported declines in total membership, while 50% have reported that members are most likely not to renew because of a lack of engagement. Enabling meaningful engagement in an increasingly virtual and distraction-laden world is quite a challenge!

Here are some actionable tips to ensure a member-centric engagement plan for 2022:

  1. Create personalized plans for engagement

According to Evergage’s Trends in Personalization Survey, 99% of marketers said that personalization advances customer relationships. It is time to identify member segments based on their interests, experience or preferences, to deliver personalized experiences. For example, studies have shown that by segmenting your email campaigns, revenue from emails can see a multi-fold increase.

  1. Activate more small, on-demand events

The conventional event calendar is no longer relevant for the new normal. In a survey by YourMembership, 69% of respondents preferred several small events throughout the year vs. few larger events spread out. 

Virtual and hybrid event technology can help you meet their expectations with a fraction of the cost and effort, compared to the budget needed for more traditional, in-person events. You can also make the content from events available on demand, even after the event ends.

  1. Design year-round networking opportunities 

If you explore the power that comes with virtual and hybrid event technology, you will find that you can design a range of formats for networking — from one-to-one audio/video meetings to breakout rooms with multiple participants. You can even enable your sponsors and exhibitors to design their own networking lounges tailored to their brand.

Ultimately, you’ll be able to deliver content that invites discussion - from short engaging videos to just-in-time, on-demand and in-depth online courses. We hope you get to test some of these strategies as you plan your year ahead. 

Excited to deliver a year-long engagement for your members in 2022? Chat with the experts at Hubilo. Hubilo offers an intuitive platform with multiple networking options, coupled with all the support you need to hit the ground running and execute your plans. 

 

Add new comment

About text formats

Related Articles

At a time when many companies are grappling with severe layoffs and figuring out how to keep things afloat until the COVID-19 crisis ends, it’s tough to talk about new hires…
IBTM Events launched a new platform this week called IBTM Connect. The online resource hub is designed as a space for business events professionals to access and share…
As the world faces the growing coronavirus pandemic, many of us are experiencing anxiety and fear about uncertain futures, financial hardships, and protecting ourselves and…
The massive Las Vegas Convention Center project continued to move forward, with construction workers on behalf of the Las Vegas Convention and Visitors Authority beginning…
Working from home is quickly becoming “the new normal.” The COVID-19 pandemic kicked the WFH movement into high gear, and many experts believe it will continue long after the…
With travel slowed nearly to a halt around the world, this isn’t an easy time for anyone, let alone destination management organizations. While there is a silver lining to…
Partner Voices
Partner Voices
HERE, EVENTS HELP YOUR COMPANY AND THE COMMUNITY
MGM Resorts is committed to fostering an inclusive and diverse culture, not just among employees and guests but also within its supply chain. The company prioritizes procuring goods and services from businesses owned by minorities, women, veterans, people with disabilities, LGBTQ individuals and those facing economic disadvantages. This commitment is integral to MGM Resorts' global procurement strategy.    Through its voluntary supplier diversity program, MGM Resorts actively identifies and connects certified diverse-owned suppliers to opportunities within its supply chain. The company is on track to spend at least 15% of its biddable procurement with diverse-owned businesses by 2025, demonstrating that supplier diversity is not only a social responsibility but also a strategic business imperative.    Supplier diversity isn’t just the right thing to do – it’s good for business. A diverse supply chain allows access to a broader range of perspectives and experience, helping to drive innovation, entrepreneurship and resilience, while strengthening communities. At MGM Resorts, engaging diverse suppliers ensures best-in-class experiences for guests and clients. Supplier diversity ensures a more resilient supply chain while supporting economic development in the communities in which it operates.   The impact of MGM Resorts' supplier diversity initiatives is significant. In 2023, these efforts supported over 3,500 jobs across more than 30 states, contributed over $214 million in income for diverse-owned businesses and generated more than $62 million in tax revenue. The story extends beyond the numbers – it reflects the tangible benefits brought to small and diverse-owned businesses, fostering economic empowerment in their communities.    MGM Resorts also supports the development and business skills of diverse-owned businesses through investment, mentorship and education. Through the MGM Resorts Supplier Diversity Mentorship Program, the company identifies, mentors and develops diverse-owned businesses to fill its future pipeline, while providing businesses with tools and resources to empower and uplift. Since 2017, the program has successfully graduated 105 diverse-owned businesses and is on track to achieve its goal of 150 graduates by 2025.     MGM Resorts’ commitment to supplier diversity not only enhances its business operations but also plays a crucial role in uplifting communities and fostering economic development. This approach reinforces the idea that diversity is a powerful driver of innovation and resilience, benefiting both the company and the wider community.   
Learn More