Your members are your most valuable asset. They’re the ones that bring the life, the drive, and the mission to your association (and not to mention, the membership dues).
So it’s crucial that you fulfill their wants and needs. Not sure what exactly your members want from your association? Chances are, it has something to do with these five things:
First and foremost, your members want information from your association. They want to keep up with the latest trends, laws, and of course, best practices – and they’re looking to your association to provide it.
Make sure you’re providing members with that information via your website, newsletter, and social communities. The more channels you can utilize, the better.
Your members look to you as a support system. Whether they’re trying to advance professionally or personally, they want to know that they can turn to you for help.
Make sure you’re available to your members both in person and online. Let them know that their goals matter to you, and more importantly, that you’re there to help them succeed.
3. Excellent customer service
Regardless of your organization’s mission or size, excellent customer service is crucial. In fact, some of the best associations out there are the ones that practice good customer service. So listen to your members. Be empathetic. Be welcoming. And be personable! It’s these types of qualities that will work wonders when it comes to membership recruitment and retention.
Your association should make your members’ lives easier – definitely not the opposite. The information and support we talked about earlier? Those should be easily accessible. You should have quality content on your website and social communities, and contact information for those with further questions.
Above all, your members want value from your association. They want to know that they’re getting something valuable in return for their membership dues. Now keep in mind that value comes in different forms for different people. For some, it’s the members-only content on your association’s website. For others, it’s the exclusive networking opportunities. Be mindful of what your members find valuable and tailor your offerings accordingly. (And if you have no idea what your members find valuable, survey them! We assure you they’ll be happy to share.)
Want more tips for engaging your members and keeping them happy? Check out our free Member Engagement Guide below!