What is the best way for associations to manage member engagement online?

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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? 

Key takeaways

  • Online member engagement starts with understanding your members’ goals—not just your own.
  • The right community platform can centralize content, events, and connections.
  • Consistent, value-driven engagement beats flashy gimmicks every time.

Why online engagement is non-negotiable

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.

5 Common engagement challenges associations face

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.

The best way to manage member engagement online

It’s not a single tactic—it’s a system.

Associations that consistently engage their members online use a three-part approach:

1. Centralize your community on a dedicated platform

Instead of juggling forums, email lists, social media, and event tools—bring everything under one roof.

A modern community engagement platform lets you:

  • Create secure, branded member portals
  • Host events (virtual & in-person) with RSVPs and reminders
  • Share exclusive content, videos, and resources
  • Foster peer-to-peer conversations in groups and forums
  • Track activity and engagement metrics in real time

Why it works: Members know where to go—and what to expect. It becomes their space.

2. Segment and personalize communication

Not every member joins for the same reason. Some want professional development. Others want networking. Some just want event updates.

Segment by:

  • Membership level
  • Geography
  • Interests
  • Career stage
  • Participation history

Then tailor:

  • Event invites
  • Resource recommendations
  • Email newsletters
  • Group access

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.

3. Provide continuous, diverse value

Engagement isn’t a campaign—it’s a conversation. Keep showing up with content and experiences that matter.

Try a mix of:

  • Live Q&As and webinars with industry experts
  • Micro-content (short tips, stats, polls)
  • Member spotlights to build peer connection
  • Discussion threads on trending topics
  • Job boards and mentorship programs

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?”

What features to look for in an engagement platform

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

 

Real-Life Success: How APA Reignited Engagement Through Groups

The American Psychological Association (APA), with over 173,000 members worldwide, faced the challenge of creating meaningful connections within such a large membership base. After implementing Hivebrite’s community platform with specialized groups, they saw:
  • 📈 16,000+ members activated their community participation in the first year
  • 👥 Dozens of specialized groups from professional divisions to hobby interest groups
  • 🔁 90%+ positive feedback from members participating in new connection initiatives
The secret? Creating “homes within the broader community” where members can form deeper, more meaningful connections based on shared interests and professional focus.
 
“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
 
APA leveraged Hivebrite’s platform to create division-specific closed groups, topical interest groups, and career-stage focused spaces. Their “Orbit Connections” feature has been particularly successful, with hundreds of members signing up for one-on-one connections that many report have made “a real place or space in APA” for them.
 
The community launched just over a year ago and is already showing strong engagement metrics, with plans to double participation within 18-24 months. Checkout our webinar with Tabitha about mastering the use of community groups.
 

What tactics to avoid

Even good intentions can lead to engagement misfires. Here’s what to steer clear of:

  • Overloading new members – Ease them in with a welcome journey.
  • Ignoring mobile – Your platform must be responsive.
  • Posting and ghosting – Engagement is a two-way street.
  • Chasing vanity metrics – Comments are good, but retention is better.
  • One admin doing everything – Build a volunteer engagement team.

Connection drives retention

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.