Subscribe to my newsletter EDM News
New Article Posted – “I’m as engaged as I want to be.”
17 March 2015, by , in New article, 2 comments

I believe understanding and measuring member engagement is not a fad; it’s a critical part of every association’s long-term survival and relevance.

When associations measure member engagement, they discover that some portion of the membership (20%? 30%? 50%?) is not engaged at all and the natural tendency is to say “We need to do something to get these members engaged!”

It’s an understandable reaction, but in many cases, it may be a mistake to spend too much time and energy trying to get your disengaged members more engaged. And here’s why: some members won’t engage, but will always renew. Click here to read the rest of the article.

Of course, if you’re already on my announcements list, you would have received notice of this new article right in your email box. Not signed up yet? Click here to sign up.

About author:

2 Comments on "New Article Posted – “I’m as engaged as I want to be.”"

MP Paris - 18 March 2015 Reply

You bring up a good point about the difference between attitudinal engagement and behavioral engagement. If I don’t attend a meeting or volunteer for a committee, it only means I am not behaviorally engaged. I am engaged attitudinally because I support the good work of the association and am happy to just pay my dues every year. I think attitudinal engagement is more common among professional societies than trade associations where a company tends to justify expenditures against an ROI, not a feeling. NACUBO seems like an exception. Individuals are more apt to pay dues to feel good about their support of their profession or a cause important to them than companies are. An association may not need to spend resources trying to move attitudinally engaged members to behaviorally engaged members but that doesn’t mean this group should be ignored. We still need to make sure that they continue to be aware of the reasons why they are members. Putting time and energy into making sure we communicate appropriately to this group will ensure they “just” keep paying those dues every year.

Wes Trochlil - 18 March 2015 Reply

MP, great point. You certainly shouldn't take the attitudinally engaged for granted.

Leave a Reply

Archives

Sign-up for EDM News

 

 

Testimonials

“Wes was able to come in and offer tangible, relevant advice that made us more productive immediately. I value his understanding of databases but more so, his understanding of how nonprofits work. There was no lost time educating him about how membership organizations are “different.” Wes recommended changes in processes as well as tips and tricks that were easy to implement made an immediate positive impact.”

Mary Pat Paris, Executive Director
International Registration Plan

“We came to Wes because we were very frustrated with our existing AMS and we wanted to improve our capabilities as soon as practicable. Wes very quickly helped us through a process of identifying our needs, identifying potential vendors, and selecting a new system that we’ll be able to move into very quickly. I especially appreciated Wes’s candor about our processes as well as the systems we were looking at. He was a great resource to have in a period of high anxiety for our organization. I would highly recommend Wes for any similar project.”

Jack Chiasson, CMP Executive Director
National Association of Life Brokerage Agencies

“Wes was able to come in and offer tangible, relevant advice that made us more productive immediately. I value his understanding of databases but more so, his understanding of how nonprofits work. There was no lost time educating him about how membership organizations are “different.” Wes recommended changes in processes as well as tips and tricks that were easy to implement made an immediate positive impact.”

Mary Pat Paris, Executive Director
International Registration Plan

Mary Pat Paris
International Registration Plan

“This is the second database implementation we’ve done since I have been at Western Arts Alliance (WAA). The first I did on my own. This time we engaged Wes Trochlil as our database planning consultant. Let me tell you, this process is a whole lot easier having Wes on your team! For a small association like WAA, it’s tempting for board and EDs to question the justification and expense of a database planning consultant. But it’s the small associations that need Effective Database Management the most. Wes strengthened our planning process, clarified our needs requirements, helped us steer around solutions that couldn’t meet our objectives, and saved us money in the long haul.”

Tim Wilson, Executive Director
Western Arts Alliance

Tim Wilson
Western Arts Alliance
%d bloggers like this: