Finding time to stop, think, read, and digest information is becoming increasingly hard. It’s not feasible to dedicate an individual in an organisation to keep a round-the-clock account of all news affecting you. As a result, many businesses rely on membership bodies to provide regular, accessible industry updates, from email newsletters to social media posts.
Membership organisations provide groundbreaking opportunities for businesses to get ahead of the game, connecting organisations to the wider sector, informing industry trends, and representing high-level policy discussions.
Thinking beyond the network, membership will likely give businesses access to early-release tickets for specialist industry events and exclusive opportunities open only to members. Ensuring these opportunities are available can be challenging but can accelerate your organisation’s performance.
But, it’s fair to say, businesses and the industry are moving rapidly. The core membership body model might need to evolve if it can’t sustain itself in the contemporary environment. Yet, considering the benefits they bring to their members, it’s more important than ever that they stay strong. Considering our positive experiences, both as a member of MemberWise and as a representative to membership body clients, this is what the future could look like.
Drive a sense of belonging
More technology doesn’t necessarily mean we’re connecting better. Fostering a sense of belonging within membership bodies is paramount. This begins with creating an inclusive culture where every member feels valued and connected. They are, after all, paying for this service.
Personalisation plays a crucial role; understanding members’ interests and tailoring experiences accordingly will have an impact. Providing platforms for members to share their stories, achievements, and challenges can also build a community. Events – physical or virtual – should focus on networking and collaborating, enabling members to form meaningful connections. Keep up regular communication, but don’t spam, and ensure it’s tailored, targeted, and interactive. Ultimately, the goal is to cultivate a loyal membership base that sees the organisation not just as a service provider but as a pivotal part of its professional identity.
Engage, engage, engage
Continuous engagement is vital for the success of membership bodies. To maintain active participation, employ a multi-faceted approach. Regular, varied content is key: webinars, podcasts, articles, and interactive Q&A sessions are all good. The key though, is that members are informed and involved. Leveraging technology, such as exclusive mobile apps and online communities, allows for real-time interaction and feedback. Dependent on your sector, gamification elements like badges, leaderboards, and rewards can also boost participation and loyalty.
Additionally, fostering a culture of volunteerism within the membership can enhance engagement, as members who actively contribute often feel a deeper connection.
Tailoring engagement strategies to different member segments based on their preferences and behaviour patterns ensures that the diverse needs of the membership are met, creating a dynamic and vibrant community. This could mean running sessions outside of traditional work hours if that’s the preference of your members.
Deliver real results
For membership bodies, delivering tangible benefits and real results is crucial to sustaining member loyalty and attracting new members. This involves offering clear value propositions that align with members’ goals. Educational programmes, certifications, and professional development opportunities are good offerings that can enhance members’ careers.
Providing access to exclusive resources, such as industry reports, research papers, and expert advice, adds considerable value. Furthermore, creating opportunities for members to showcase their expertise and gain visibility within the community can be highly beneficial. Regularly assessing and communicating the impact of these benefits through surveys, testimonials, and case studies helps to demonstrate the organisation’s value, ensuring members recognise the benefits of their continued association.
If you’re a member organisation that is in need of a boost, or wants to stand out via carefully crafted PR, get in touch.