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For today’s association leaders, managing member engagement in digital spaces has evolved beyond generating basic online activity. In an era of unprecedented digital noise and competition for attention, associations require more sophisticated, targeted strategies to maintain member connection, participation, and enthusiasm.
What approaches are proving most effective in this evolving landscape?
Your members are busy. Their inboxes are stuffed. Their time is limited. But here’s the good news: if you meet them where they are—with relevant content and meaningful connection—they’ll show up.
Studies back it up. According to M+R Benchmarks, email open rates for nonprofits sit around 22%, but organizations that personalize content calls to action convert 202% better than default calls to action according to Hubspot. Why? Because the experience feels like it’s for them.
Online engagement isn’t just convenient. It’s essential.
Let’s start with what not to do.
Challenge |
Impact |
One-size-fits-all content |
Members tune out when it doesn’t feel personal. |
Over-reliance on email |
You’re competing with 100+ other daily emails. |
Fragmented platforms |
Members can’t find what they need—or each other. |
Lack of clear member pathways |
Without a journey, they drift. |
No feedback loop |
You miss insights that could guide smarter engagement. |
It’s not a single tactic—it’s a system.
Associations that consistently engage their members online use a three-part approach:
Instead of juggling forums, email lists, social media, and event tools—bring everything under one roof.
A modern community engagement platform lets you:
Why it works: Members know where to go—and what to expect. It becomes their space.
Not every member joins for the same reason. Some want professional development. Others want networking. Some just want event updates.
Segment by:
Then tailor:
A 2024 Association Trends Report by Personify found that associations using member segmentation saw 29% higher renewal rates.
Why it works: People engage more when it feels personal.
Engagement isn’t a campaign—it’s a conversation. Keep showing up with content and experiences that matter.
Try a mix of:
Use content to guide members along a journey—from passive readers to active contributors to passionate ambassadors.
Why it works: When members see the value, they stay engaged.
Bonus tip: Create an engagement calendar
Don’t wing it. Build a rhythm. Start with a template for a community content calendar.
Week |
Focus |
Example |
Week 1 |
Education |
“5-Minute Member Masterclass” video |
Week 2 |
Community |
Virtual coffee chat for new members |
Week 3 |
Recognition |
Highlight a member success story |
Week 4 |
Feedback |
Quick pulse survey with a gift card draw |
Rotate themes, experiment with formats, and always ask: “What’s in it for the member?”
Before you invest in tech, make sure it meets your goals. Here’s a checklist:
Feature |
Must-Have Reason |
Custom member profiles |
Encourages connection and networking |
Event management tools |
Simplifies RSVPs and reminders |
Content hosting & library |
Centralizes value-added content |
Member segmentation |
Enables personalization at scale |
Analytics dashboard |
Helps you refine your strategy |
Mobile |
Members check in on-the-go |
Community groups |
Creates micro-communities by interest or location |
“Groups have become really a home within the APA community. When people hear that we have 173,000 members worldwide, that’s a big number and can be overwhelming. Groups have enabled us to create very unique niche spaces.”–Tabitha Brown, Head of Membership at APA
Even good intentions can lead to engagement misfires. Here’s what to steer clear of:
Engaged members don’t leave—they lead.
When you give them a central space, speak to their interests, and show up with consistent value, they don’t just consume—they contribute.
And that’s when real transformation happens. Not just for your association—but for the entire community it represents.