Revitalizing Member Engagement: A Strategic Approach to Boost Attendance

In every association, member engagement is the lifeblood that sustains its growth and success. We have noticed post COVID attendance is lower than what we have seen in the past. Recently, for a lot of associations, attendance has hit an all-time low, posing a challenge for the Board to reignite the spark within the association. In this blog post, we'll explore effective strategies to tackle low attendance and rejuvenate member participation, fostering a more active and robust association.

1. Conduct a Member Needs Assessment: Before implementing any changes, it's crucial to understand the current needs and preferences of your members. Conduct surveys, interviews, or focus groups to gather feedback on what members find valuable and what might be lacking. Sometimes surveys are not the best approach and phone calls are more effective.

2. Diversify Event Formats: Shake up the routine by offering a variety of event formats. Consider hosting webinars, education sessions, roundtable discussions, and social events. This provides members with options that cater to different preferences and learning styles.

3. Set Calendar for the Year: Provide a list of events on each correspondence you send to members. This lets them at least hold the dates you have. Put thought into your dates. Holding a meeting during Thanksgiving week will impact your attendance. Is another association holding a competing event? These are all important things to look at during the planning process. We have found success in calendar requests. Getting the event on your member’s calendar increases the likelihood that they will attend your event.

4. Create Compelling Content: Ensure that your events and activities are relevant and engaging. Tailor content to address current trends, challenges, and industry developments. Bringing in influential speakers or experts can add extra allure to your events. Spending money on speakers can often be challenging, but the investment normally pays off.

5. Utilize Technology: Leverage technology to make participation more accessible. Offer virtual attendance options for a few meetings, create engaging online forums, or use interactive platforms to facilitate discussions. Embrace the power of social media to create buzz and promote upcoming activities. Send personalized emails with an invitation. Make phone calls and invite your members to attend. Personal outreach always impacts attendance.

6. Incentivize Attendance: Introduce a rewards system to recognize and appreciate active participation. Offer badges, certificates, or recognition for those who attend or invite a guest. One association we work with gives a $25 gift card to the member and guest who attend the meeting. They hold a drawing, and the names are selected. This has been very successful for their market.

7. Tailor Timing and Frequency: Assess the timing and frequency of your events. Ensure that they align with the availability and preferences of your members. Experiment with different days and times to find the optimal schedule that maximizes attendance. This applies to locations as well. Are you hosting meetings at a central location for your members?

8. Member Spotlights and Testimonials: Showcase the successes and contributions of your members. Feature member spotlights, success stories, and testimonials on social media and the website to create a sense of pride and community. This not only boosts morale but also inspires others to actively participate.

9. Collaborate with Members: Involve members in the planning and execution of events. This not only distributes the workload but also ensures that activities align with the interests of the community. Members who play an active role in organizing events are more likely to attend and encourage their peers to join.

10. Continuous Communication: Keep members informed about upcoming events, initiatives, and changes within the association. Regularly communicate the value they gain from participation, reinforcing the importance of their involvement in the community. Send targeted emails to members and prospects.

Conclusion: Tackling low attendance requires a multifaceted approach that combines understanding member needs, offering diverse and compelling content, leveraging technology, and fostering a sense of community. By putting these ideas into action, your association can breathe new life into member engagement, fostering an atmosphere where attendance becomes more than a duty—people are excited to attend your events.