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The average professional can dedicate just 24 minutes per week to formal learning. With so much competition for members’ time and attention, associations are challenged to reimagine traditional learning—and their offerings.
I have been involved with online education efforts for national associations for over 20 years. My interest began when I was tasked with moving hundreds of Credit Union National Association (CUNA) correspondence courses to an online format in 1998. CUNA is a community of practice, and one of their missions is to provide education for their members. My effort to transition their courses involved building software to rapidly create online courses and a platform to deliver and manage that learning. Since then, we have come a long way with regard to what is good content and what is a friendly delivery experience.
As 2022 comes to a close, we're approaching nearly three years of disruption to the way we live and work. The events of the last several years have changed everything, and many of us still don't feel like we have a firm grasp on the "new normal."
As association leaders reflect on their priorities, many are making a shift in their strategies for the coming year. In an era where member needs are rapidly changing, and it’s becoming harder and harder for associations to keep pace, member retention is critical.
Retention has always been an important component of an association’s membership strategy—the organization can’t grow if existing members outnumber those joining. Despite this, many associations have traditionally dedicated more energy to attracting members than keeping them.
Association leaders can no longer take for granted that once a member joins, they’ll stay. In an increasingly customer-centric environment, you must keep pace with the experiential expectations of the modern member. And that means working hard to forge meaningful connections beyond the day they join.
The factors that drive retention are varied, and it’s sometimes difficult to determine which matter most. These five methods to boost member retention will point you to key areas that make the most difference.
This fall, Forj convened a group of association leaders for an exclusive Think Tank on the intersection of community and member experience. These thought leaders came to the table to discuss their proven approach to member engagement and their ongoing community-building strategies.
You’d be hard-pressed to find a member who doesn’t cite “community” as a driving force behind their decision to join and engage with a professional association.
In 2020, 15 percent of professionals said their organization had a dedicated community department, according to Community Leaders magazine. By 2021, that figure jumped to 22 percent, with 35 percent of respondents reporting that their organization had at least one full-time position dedicated to community operations.
At their core, communities have always been about bringing together like-minded people for a common purpose. And because of that, it’s clear to see why professional associations are primed for building active, flourishing communities that members want to flock to.
When it comes to your online professional community, “if you build it, they will come” may not be the best mantra.
The environment we’re working in today is complex and constantly changing. We’re faced with an accelerating need for digital transformation. We’re trying to keep pace with evolving member and consumer expectations. We’re uncovering what the new “world of work” looks like.
