Resources for Community Success

Each year, we examine trends to explore how learning has evolved and predict where it's likely to go in the future. The Learning Hype Curve is a visual representation of what's trending, built using the Gartner Hype Cycle theory. The theory holds that technologies emerge with little initial recognition and grow in familiarity until they reach their maximum "hype" at five points: Innovation Trigger, Peak of Inflated Expectations, Trough of Disillusionment, Slope of Enlightenment, and Plateau of Productivity.

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.

Your association provides knowledge, resources, and a community that help members learn, grow, advance their careers, and forge long-lasting connections. Of course, fulfilling that promise requires robust and reliable technology that creates a sense of belonging and elevates the member experience.

The "customer first" mentality has long been at the heart of many organizations' strategies. But as consumers' habits, behaviors, and expectations evolve, it's become clear that the old ways of thinking about customer service have made many of those strategies obsolete.

As associations have worked to innovate, there has been a proliferation of point solutions. Too often, your association’s systems and content are siloed, and these silos create a threat to the member experience.

A better member experience starts with personalization—one area in which artificial intelligence shines.

Just a few years ago, artificial intelligence (AI) seemed cold and distant, reserved for Silicon Valley tech startups, if not sci-fi thrillers. But that’s no longer the case. AI is very much here and now, applicable across industries and in everyday circumstances.

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.