Published by Melissa Madigan, Marketing Coordinator, ACGI
A year ago, ASAE released their first issue of the Association Marketing Trendswatch. This report highlighted trends shaping the marketing practices of association professionals. Number one on the list: member engagement.
This particular trend has elevated itself to such high priority, that ASAE is now investing in a research study of relevant behavioral theories and trends, and their potential influence on member engagement. Four organizations have been selected and the results will be used to develop new strategies for association management professionals to apply these new models.
This is a classic example of associations using not only best practices (looking at the past and present), but next practices (future-focused) to engage members and non-members, and grow their businesses.
Looking ahead, here are a few factors that may influence member and non-member experiences:
Mobile. Accessing websites, communications, online payments, gamification, geo-targeting.
Increased Online Knowledge. Sources of information are no longer restricted to just the monthly magazine or weekly email. The internet offers up ebooks, podcasts, video, tutorials, forums, blogs, and a growing, searchable directory (e.g., Google) of content sources.
Advancements of Digital Media. New apps and services for capturing, sharing and analyzing data.
Social Networking and Online Communities. If they’re engaging here, you’ll want to be a part of the conversation. You can learn all about this and how it applies to your association at our next webinar with Josh Paul of Socious, Oct 24, 1:30 p.m. ET, “5 Ways to Increase Non-Dues Revenue Using Your Private Online Community and AMS.”
As you look at your experience as a consumer, what trends do you feel will impact your association? We encourage you to share your thoughts in the comments below, or leave a comment on our Facebook page.
Photo Source: Angus Veitch/flickr
