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Associations Posts

3 Automated Email Campaigns Professionals Australia Used to Strengthen Their Association

Written by Elizabeth Bell on June 26, 2020 at 8:30 AM | 5 minute read

Associations are increasingly expected to deliver the personalized experience that members (especially younger generations) are used to.

They can no longer rely on sending batch-and-blast, one-off emails to their whole member base as an effective membership recruitment and retention strategy.

Does this sound familiar? If it does, you’re not alone.

With over 40 diverse member segments, Professionals Australia found it impossible to recruit, onboard, and engage with each segment in a personalized way. They sent one-off emails where needed and the same content to everyone due to technology and staff limitations.

To be effective today, the association knew they needed a member communication strategy that delivered a personal and valuable experience to members.

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Topics: Communications, Marketing, Associations, Member Retention, Member Engagement, Email Marketing, Marketing Automation

Online Communities in 2020: Unlocking the Power of Community with Data

Written by Heather McNair on June 17, 2020 at 11:24 AM | 3 minute read

Heather is Higher Logic’s Chief Community Officer. She was the first to hold the position at Higher Logic and one of the earliest to hold the title in the industry.

I’ve been involved in community management for around 13 years. When I started, I didn’t even know it was a profession, and I was flying solo.

I think a lot of us started that way in the early years.

The techniques that we developed back then and refined over the years were based on gut instinct, combined with marketing techniques, behavioral psychology, and trial and error.

We accomplished many amazing things this way, but fortunately, we now have data that proves what we’ve always known: What we’re doing is worthwhile.

The Community Roundtable’s annual report, the State of Community Management, is one of the biggest data sources grounding the community industry and the community management profession.

Their research helps us power the things we do with data-driven decisions and enables organizations to feel confident about adopting communities.

And what does the data show? Change is happening because of communities.

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Topics: Online Community Management, Engagement, Customer Communities, Member Communities, B2B Communities, User Group Communities, Associations, Member Retention, Customer Engagement, User Group Management, Customer Retention, Member Engagement, Customer Support, Customer Success, Online Community, B2B

Building Buy-In for an Online Community at Your Association

Written by Elizabeth Bell on May 29, 2020 at 12:09 PM | 11 minute read

You don't have to be a hypnotist or a master of persuasion to build support for an online community among your association’s board and executive team.

Instead, you need to align your new online community with the mission and priorities of your association's leadership.

It’s easy to say, harder to do – but we’ll walk you through what you need to get there, including aligning with your association’s overall priorities and overcoming common objectives.

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Topics: Communications, Engagement, Volunteer Management, Member Communities, Associations, Member Retention, Member Experience, Member Engagement, Collaboration Tools, Email Marketing, Online Community, Events

6 Ways Associations Can Use Webinars to Engage Members and Increase Non-Dues Revenue

Written by Lindsay Rutz | on May 20, 2020 at 8:45 AM | 4 minute read

Video conferencing and virtual events have never been more important to business as it is now - especially for associations who need to keep members engaged and revenues high. 

Associations can run different types of webinars to make up for lost revenue from canceled annual events and continue giving members a helpful, engaging, relevant experience. 

Check out these six ideas for creating engaging webinars that deliver a valuable experience to your association’s members:

  1. Create Educational Opportunities
  2. Use Webinars to Communicate 
  3. Onboard New Members
  4. Run Networking/Online Career Fairs Virtually
  5. Capitalize on Sponsorship
  6. Showcase Benefits of Technology
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Topics: Engagement, Associations, Member Experience, Member Engagement, Email Marketing, Marketing Automation, Online Community, Events

Want to Maximize Association Membership Value? Create Indispensable Engagement

Written by Elizabeth Bell on May 13, 2020 at 9:25 AM | 3 minute read

Although “engaging people” might not seem like the most groundbreaking approach to organizational growth, it’s a simple idea that has wide-reaching effects.

What is engagement, at its core? The more connected we are to something, the more we love it. We develop memories surrounding the people, the experiences, and the things we learn. We’re most attached to the groups or organizations that we’re most involved in.

This engagement produces things like higher retention, increased member satisfaction, and a larger membership.

And the inverse is true. You might be experiencing the effects of a lack of engagement at your association now, without realizing the source of the problem. What are those effects?

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Topics: Communications, Member Communities, Associations, Member Retention, Member Experience, Member Engagement, Marketing Automation, Online Community

How Associations Are Using Community to Support Their Members During COVID-19

Written by Elizabeth Bell on April 14, 2020 at 4:22 PM | 6 minute read

Over the past month, as our customers shared ideas about responding to COVID-19 in our users community, HUG, we noticed some simple but impactful ways associations are using their communities to support their members and their industries.

And it makes sense: In a time when we’re all craving connection, what’s more perfect than a community dedicated to your success and your industry?

We spoke with a few of those customers to hear more about their initiatives, and we're sharing a few of these observations with you, to encourage you and maybe inspire some ideas for your own organization.

We're sharing four ways we're seeing communities used to bring connection and enhance these associations' missions during these times.

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Topics: Engagement, Member Communities, Associations, Member Experience, Member Engagement, Collaboration Tools, Online Community, Events

Webinar Recap: Attracting Young Professionals to Your Association

Written by Gabrielle Wathen on March 27, 2020 at 11:52 AM | 5 minute read

To attract young professionals to your association, you have to understand what matters to them in their early career stages and what really drives them to succeed. Wondering how to get in the mindset of a young professional in today’s world? 

This week, Higher Logic teamed up with Community Brands to host a webinar on just that – strategizing for the next generation. 

Discussion hosts Vivian Swertinski, Higher Logic Sr. Strategist, and Tara Pawlak, Community Brands Director of Marketing, shared top strategies that associations are using to grow their young professional membership, including: 

  • Young member priorities, like job opportunities and professional development
  • Building a network of peers and mentors within your industry
  • Personalizing your communications during recruitment and retention 

Fun fact: Job opportunities are one of the most sought-after benefits associations can offer. As Tara noted in the webinar:

“In times of economic uncertainty, association job boards see an increase in job seeker traffic, as professionals turn to them as a resource to help fortify against risk or find new job opportunities.”

Let’s go over some actionable insights from our experts, based on industry data, that can help you reach professionals earlier in their careers.

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Topics: Communications, Millennials, Member Communities, Associations, Member Retention, Member Experience, Member Engagement, Online Community

MTI's Story: Harnessing Community to Digitally Transform

Written by Gabrielle Wathen on February 24, 2020 at 8:30 AM | 7 minute read

The Metal Treating Institute (MTI) is a nonprofit trade association built to support its members, companies in the heat treating business. It has 370 member companies across 40 U.S. states and Canada. MTI adopted an online community in 2009. This is their digital transformation story.

Wondering how your association can stay relevant, effectively connect with younger members, save staff time, increase revenue, and boost retention? We’ll let MTI tell you. 

Before MTI adopted an online community, it was short on staff, didn’t have an AMS, and its revenue was decreasing. The trade association needed to update its value proposition dramatically to thrive again. That’s where the value of communities came in.

MTI chose community as a tool for digital transformation, and has achieved the following successes with less than 4 full-time staff members: 

  • 50% decrease in transactional requests due to community
  • 2600% revenue growth in 14 years
  • 97% member retention rate

How do they do it? We sat down with Tom Morrison, MTI CEO, and Kristen Speer, MTI Director of Member Experience, to hear their story and learn about how they’ve harnessed the power of online communities to tap into the future of their membership and provide maximum value. 

“We’ve used technology, including our online community, our learning management system, and our benchmarking database to empower our members, help them do more for themselves, connect with them, and expand services without expanding staff. We’ve turned MTI around.” -Tom Morrison, MTI CEO 

As you scroll on to soak up lessons from MTI’s strategy, be sure to watch the videos featured throughout to hear about MTI’s digital transformation directly from Tom and Kristen.

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Topics: Communications, Millennials, Associations, Member Retention, Customer Success, Online Community

10 Association Communications Stats with Tips to Reach Younger Members More Effectively

Written by Gabrielle Wathen on February 4, 2020 at 6:45 AM | 9 minute read

Strong retention across a multigenerational membership base starts with an effective communications strategy. 

Here’s what we know: Recent data shows associations are increasingly struggling to engage young professionals, effectively utilize technology to cut through the clutter, and clearly communicate membership value.

Here’s what else we know: You can reach and retain younger members by exceeding their expectations with a customized member experience that meets them where they are in their careers, and positions you to grow together. 

Let’s explore 10 of the newest industry statistics revealing various association communication challenges, and thus, opportunities for strategic improvement.

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Topics: Communications, Millennials, Associations, Member Retention, Member Engagement, Email Marketing, Marketing Automation, Online Community

Introducing the 2020 Community Movers + Shakers

Written by Elizabeth Bell on January 27, 2020 at 12:48 PM | 13 minute read

Online communities are powerful. Not only are they complex solutions for complex organizational problems, but communities can create real lasting friendships, powerful professional connections, and loyal brand advocates.

Today, we’re recognizing 20 influential people for their work in the online community industry.

Our 2020 Community Movers + Shakers are champions of communities, who see the value in the community movement, and we wanted to highlight, honor, and share the work of their creative and innovative minds with the rest of the industry.

Because online communities can transform any organization, you’ll see a range of industries. Because real change can start at any level of an organization, you’ll see a range of titles.

Without further ado, we’ll introduce the people you’ve been waiting to meet: Our 2020 Community Movers + Shakers.

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Topics: Customer Communities, Member Communities, User Group Communities, Associations, Online Community, Company News

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