Associations operate with members at their core; as such, it’s crucial to funnel resources toward initiatives that deliver greater member value. Enhancing association value keeps members engaged, fosters member loyalty, and provides undeniable benefits.
From curating job opportunities to facilitating career advancement, networking, and more, associations are vital resources for professional development and growth.
Let’s explore three ways associations can improve member value:
1. Deliver more career development opportunities.
A simple way for associations to drive value is by creating a career center. Job and career advancement continue to be the top things that association members look for from their association, according to the Association’s Trends Study.
From curated, relevant job listings to providing focused career resources and advice, a career center is a way for an association to help members research, plan, and advance their careers.
So, what makes a robust career center?
- Career advice, with relevant articles and other content that guide job seekers in their searches
- A career path tool that helps members map out their professional goals and see step-by-step plans to reach them
- Online career coaching that provides job strategies and tips for skills like résumé building and interviewing
- Career insights and placement services that help members move toward their dream jobs
To kick off your career center and ensure it provides value, these four initiatives can be used anytime:
Host a listening tour. Send staff to member events, chapter meetings, and member gatherings across your association to hear member voices and build greater awareness and engagement.
Use surveys. To reach members who aren’t at events, conduct member surveys. Use a mix of scaled and open-ended questions to gauge members’ opinions of your career services.
Regularly communicate. Send regular emails with tips and best practices on career advancement to members who are seeking employment or are part of your mentorship program. This fosters engagement and positions your association as a valuable resource for career guidance.
Encourage networking opportunities. Continue discussions after career fairs and networking events by utilizing an online member community. Create unique discussion groups that allow members to continue meeting, networking, and strengthening professional ties.
2. Offer professional education opportunities.
Members look to your association to stay informed, sharpen their skills, and keep their certifications and credentials up to date. Some things your association can do today include:
Provide year-round learning. Provide a variety of learning opportunities throughout the year to accommodate members’ schedules, learning preferences, and training and certification needs. Offer various content formats, such as microlearning videos, webinars, and on-demand courses, to appeal to all members.
Host focus groups. To gain insights into your learning program, select a demographically diverse and representative focus group. After conducting the focus group, host a town hall to share feedback and outline the next steps for your professional education program. Sharing feedback will boost member engagement and increase organizational transparency.
Recruit more speakers and generate more interest. Create a volunteer speaker form that you can share across your professional learning program to have a base of speakers ready to share content with your members. When you include the form with your continuing education materials, you’ll generate more interest in your learning program and grow your speaker base.
3. Use your online community.
Providing members with a thriving online community gives them a place to network, discuss topics of interest, share information, and find answers to their questions throughout the year.
Grow and engage your member community with the following:
Discussion groups. Boost member connections by creating discussion groups centered on topics such as career stages or popular industry topics, which encourage meaningful conversations.
Repurposed content. To encourage even deeper member engagement, dedicate a group in your online community to continue conversations following association webinars, annual conferences, or other programming. Ask questions to get the discussions flowing and post thought leadership content to encourage further dialogue.
“Ask me anything” sessions. Host these sessions in your online community to drive member engagement with your organization. Ask your association leaders, board members, or staff to provide answers to members during these sessions.
Membership roles. Enhance member engagement within your association by providing additional opportunities for members to connect to your online community. Empower members to become moderators or ambassadors within your online community platform, allowing them to keep discussion groups active and help ensure that community guidelines are maintained.
Providing member value
Providing member value can seem like a daunting task without the right resources, but investing in members today pays dividends in terms of engagement and loyalty throughout the year. These strategies are a piece of the puzzle in keeping members engaged and delivering the benefits they seek.
