Stop Member Churn: How Associations Use Online Communities to Boost Engagement and Retention
Facing declining member engagement and a growing generational gap? Professional associations are struggling to stay relevant in the digital age, but online communities offer a powerful antidote to member churn. By creating vibrant online spaces where members can connect, learn, and collaborate, associations can foster a sense of belonging and provide year-round value that keeps members coming back for more.
Recently, I had the pleasure of speaking with Mathijs Vleeming, Consultant Associations and Community Strategist, and Dennis van Aalst, Director and Digital Strategist, both from Yunits, a leading online community platform provider in the Netherlands. We discussed the challenges and opportunities facing associations today, and how online communities can help them increase member engagement, foster knowledge sharing, and drive value.
Here are some key takeaways from our conversation:
Associations are struggling to meet the evolving needs of their members. Younger generations, in particular, are accustomed to interacting online and expect a more personalized, social media-like experience.
Online communities can help associations bridge this gap. By providing a space for members to connect, share knowledge, and learn from each other, associations can create a more engaging and valuable experience.
Intentionality is key. Associations need to be deliberate about how they design and manage their online communities to ensure they are meeting the specific needs of their members.
Tacit knowledge is a valuable asset. Online communities provide a platform for capturing and sharing the "unspoken wisdom" of experienced professionals, benefiting both younger and older generations.
Don't underestimate the power of peer-to-peer learning. Associations should focus on facilitating connections between members and encouraging them to learn from each other.
Online communities can enhance the value of in-person events. By using online platforms to connect members before, during, and after events, associations can create a more holistic and engaging experience for attendees.
Mathijs and Dennis also shared some compelling examples of how associations are using Yunits to achieve success, including:
Creating a knowledge repository: By centralizing resources and facilitating Q&A sessions, associations can build a valuable knowledge bank for their members.
Facilitating networking: Online communities provide a space for members to connect with each other based on shared interests and expertise.
Enhancing event engagement: Integrating online communities with in-person events can create a more seamless and engaging experience for attendees.
This conversation reinforced my belief that online communities are essential for associations looking to thrive in the digital age. By embracing these platforms, associations can create a more connected, engaged, and valuable experience for their members.
Want to learn more about how your association can leverage online communities for success? Watch the full interview with Mathijs and Dennis below!
Guests
Mathijs Vleeming, Consultant Associations and Community Strategist at Yunits
Dennis van Aalst, Director and Digital Strategist at Yunits
Dennis’ Digital
Show Notes
Challenges and Opportunities with Engagement (6:58): There has been talk about a general decline in community membership, a main challenge being living up to the changing needs of an association’s members. Intentionality and user-friendly digital workspaces set the stage for creating communities that are indispensable to members.
Engaging Younger Members (19:10): How do communities stay relevant for younger members of the community? Studies show younger members are less likely to recommend joining associations, as well as being part of multiple social media platforms that creates more noise. Values and focuses shift from generation to generation, due to different needs and perceptions.
The Drive to Join Associations (27:36): The number one value add of joining associations is networking opportunities. Learning best practices from peers to help each other advance is another reason to join associations. Examples are shown of how Yunits focuses on meeting the needs of the members within each community.
ROI To Prove Added Value (42:21): To grow associations via community, ROI and metrics can prove effectiveness. The focus does not always have to be on emotional connection. There is also practicality in offering tools such as an internal marketplace and more to get members logging in daily.
