Some research has recently reported that member engagement has increased.
We recognize that this is a term commonly applied within digital marketing environments. In that space, “engagement” is defined as simple interactions with content. But clicks, openings on the website, enrollment in an online seminar, time on site, or downloads of a publication are indications of how many transactions have occurred, not true member engagement.
In mission driven voluntary membership associations, engagement is earned when an individual develops a personal intellectual and emotional bond with the mission, vision, values, and culture of the organization. Engagement has been achieved when a member cannot imagine a world without their association.
Engagement has been achieved when a member cannot imagine a world without their association.
Engaged members, in some measure, define themselves in terms of their personal relationship with the organization. They see themselves as valued members of a community at work on an important common purpose; not as a consumer of a program, product or service.
Associations are designed to be a group of people actively working on behalf of things that commonly matter to them. Associations are not intended to be a discount buyers club.
Truly engaged, or “core members”, are the primary source of an association’s volunteer energy.
They are the models of a rewarding experience that prompt newer members to join the core and “engage”.
“The means by which we achieve victory are as important as the victory itself.’ – Brandon Sanderson
If you declare victory in engagement because the number of transactions has increased – if quantity and not quality is your objective – you risk not paying sufficient attention to the commitment engine that powers the enterprise.