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Member Engagement – It’s all the rage!

You’d have to be under a rock not be familiar with the phrase “member engagement.” A google search on the phrase returns over 300,000 hits. Count me as one who believes member engagement, is, in fact, critically important. But what is it? I especially like David Gammel’s definition:

Member engagement is the result of a member investing time and/or money with the association in exchange for value.

In my mind, David is kind of the grand-daddy of this line of thinking, having written the book on engagement, Maximum Engagement, over two years ago.

Since then, several of the AMS providers have been taking a serious look at this and developing products to address this issue. For example, Avectra has developed their “A-Score” procedure, a proprietary process that “measures the engagement level of individuals and organizations on an ongoing basis.”

And more recently, Aptify’s CEO Amith Nagarajan has published a free e-book, Scoring Member Engagement, which you can download here for free. His e-book does a nice job of outlining why measuring engagement is important and provides some guidelines of you might be able to do this in your association.

The importance of quantifying member engagement is only going to increase in coming years. So you’ll need to start preparing yourself and your organization for how you’re going to manage it and measure it. I’d suggest starting now.

 

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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
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