Mark Glynn & Jeremy JaliePerformance Improvement SpecialistsAdvanced Solutions International, Inc

Using Technology to Drive Membership Engagement!

Member

Engagement

DonorLoyalty

Supporter

Experience

“…its a meaningful & ongoing relationship between an individual & an organisation.”

Tom Lehman, Lehman Associateswww.LehmanReports.com

Defining Engagement

“…engagement is being inside, part of the family….not on the outside looking in; wondering what's going on.”

Todd Von Deak, TVD Associateswww.tvdassociates.com

It’s Warmer Inside…

“…action of engaging – to bring in from the cold…”“…continually engaged so the member stays; doesn’t go back into the cold.”

Richard Gott - Founder, MemberWise Network, www.memberwise.org.uk

Gott Engagement?

“Develop a continuum of opportunities & look to encourage members to move along that continuum.”

“Developing more micro engagement opportunities is important.”

Sue Froggatt, Marketing & Membership Consultant, www.suefroggatt.com

Continuum of Engagement

“Engagement

is important

because it positively

correlates with

retention (a

behaviour),

advocacy (an

attitude) and

loyalty”

A common and discreditable practice among marketers is using the buzz word "engagement" as a real measure of evaluation. It dilutes the success of your efforts with a vague statement that generalizes all of the resulting actions, when in reality each action should be weighed separately and with corresponding degrees of value. Engagement is a fluff word in a world of increasingly improving measurement and evaluation tools.

Defining Engagement

The 12 Most Overused Business Buzzwords, Mashable.com, July 2014

What is Your Goal?• Enhanced loyalty? Reduce Attrition?• Identify & nurture future leaders?• Encourage more activity in programs? • Energise the profession?• Identify ‘at-risk’ supporters?• Increase revenue?• Or something else?

Why Increase Engagement?

• You can’t manage what you can’t measure?• Allocate scarce resources more effectively?• ‘Myth-bust’ to help make data driven decisions?• Ignite internal competition?• Provide personal roadmaps for growth? • Demonstrate value of membership?

Why ‘Score’ Engagement?

• There is no ‘right’ way to measure engagement• Each organisation must identify its key drivers

How to ‘Score’ Engagement?

Marketing General Inc.Areas of Engagement Analysis

AREAS OF ENGAGEMENT

N 0% 1%-5%

6%-10%

11%-15%

16%-20%

21%-30%

31%-40%

41%-50%

Over 50% N/A

Attend your annual conference/trade show 644 1% 12% 13% 11% 12% 11% 11% 6% 10% 12%

Attend at least one of your professional development meetings 663 1% 12% 13% 10% 9% 10% 9% 6% 9% 23%

Acquire or maintain a certification with your organization 666 2% 9% 6% 6% 5% 4% 3% 2% 8% 57%

Attend at least one of your webinars 658 2% 15% 14% 9% 8% 6% 2% 4% 4% 36%

Purchase a non-dues product (other than previously checked) 655 2% 18% 11% 9% 8% 8% 3% 3% 6% 33%

Purchase a non-dues service (other than previously checked) 658 3% 17% 11% 9% 7% 6% 3% 4% 6% 36%

Purchase or maintain insurance through your organization 658 2% 14% 5% 3% 3% 2% 2% 1% 3% 64%

Purchase a book or directory 653 2% 19% 10% 6% 5% 5% 3% 2% 3% 46%

Participate in your public social network 666 3% 25% 21% 13% 10% 8% 5% 3% 3% 10%

Participate in your private social network 660 3% 20% 13% 7% 6% 5% 4% 3% 2% 38%

Upgrade their membership 658 2% 16% 8% 6% 3% 1% 1% 2% 3% 58%

Volunteer within your organization 664 2% 32% 21% 14% 11% 7% 4% 2% 2% 7%

Donate to your association foundation or PAC 662 3% 23% 13% 6% 5% 2% 2% 1% 2% 42%

Participate in your young professional program 656 2% 16% 8% 4% 2% 2% 1% 1% 1% 67%

Participate in your mentoring program 661 4% 18% 5% 3% 2% 2% 1% 1% 1% 66%

attend

acquire

participate

volunteer

purchase

consume

Marketing General Inc. 2015 Membership Marketing Benchmarking Report

An Engagement Hierarchy

1. Leaders Board members

2. Workers Committee chairs

3. Production workforce Committee members

4. Helpers Ad hoc volunteers

5. Participators Show up to receive value, but are rarely seen

6. Loyalists Perceive value, but are rarely seen

7. In for appearances Weak connection, like the boss told me to join

8. Dropouts Members, but waiting for the next invoice to vote

10 Lessons for Cultivating Member Commitment: Critical Strategies for Fostering Value, Involvement, and Belonging, written by James Dalton and Monica Dignam

Turning Theory into Practice

Queensland Law Society

Members’ active engagement scoresThis year we developed and implemented members’ active engagement scores to identify the level of member involvement with the Society. These were based on four points of contact:• participation on our committees• discretionary monetary spend• click throughs on QLS Update• logins to our website.

Turning Theory into Practice

Australian Medical Association

Turning Theory into Practice

Society of Critical Care Medicine

Engagement point Point value

Years Membership

Award/ Grant Winner

Judge

Speaker/Presenter

Section Leader

Committee Leader

Committee Member

Author

Chapter/Section Participation

Instructor

Commerce

Donations

Volunteer

Advocate

Mentor

Promoter

Social media activity

Use of web sites

Event attendance

SCCM Engagement Index

SCCM Tracking & Scoring

Where Are you?

1 = “Toes only” 10 = “All in”