New Member Engagement is Getting Responsive

Four years ago, when we first conducted the New Member Engagement Study, many tactics were, by necessity, one-size-fits-all. Technology has come a long way, baby! Associations sent all new members the same welcome letter, welcome kit, orientation webinar, videos, and email messages. Now we are seeing a shift toward these tactics being more responsive to individual members’ needs.

Virtual orientation events are no longer the static webinars of yesterday. Many hosts invite participation, and attendee interest guides the content. Associations are integrating services like PropFuel to start conversations with their new members. Many associations, particularly smaller associations, are calling new members for that personal touch. Some online community leaders are personalizing their hearty welcomes to new members.

This focus on being responsive to new members, inviting conversation, personalization, and prioritizing one-to-one connections will likely continue to be a greater focus for associations in the future. Today these responsive strategies are heavily influenced by association size. Many small associations excel at this relying on calls, sometimes handwritten notes, and even office visits. Large associations want to try these strategies too. Because of the volume of new members, they rely on technology, chapters, and working groups to meet their responsive objectives.

This trend is music to my ears! 🎶

New member engagement is evolving in other ways too. Find more trends and tips in your complimentary copy of the report.