When members stop communicating—essentially “ghosting” associations—disengagement is often the cause.
Common factors leading to low engagement:
Generic content and communications not personalized to interests
Lacking consistent strategies for different membership lifecycle stages
Insufficient data on member values preventing targeted resource connections
Failure utilizing modern technology for easy interactions
re:Members’ AMS software solves these problems, leveraging data to re-engage members and build strong interactions.
Major Consequences of Disengagement
1
Decreased Renewals and Participation
Adding members means little when hemorrhaging existing ones. New acquisition drives growth, but retention ensures sustainability.
The median membership renewal rate is 85%. Below-benchmark associations must act fast.
Creating engaging, sustainable participation pathways happens when adding value and connecting right members to right opportunities at right times.
2
Lower Event Attendance
Annual events connect and engage current members while attracting new ones. Low attendance or energy reduces impact exponentially.
Boosting attendance requires:
Early, frequent event communication
Clear value propositions
Early-bird bonuses and discounts
Regular automated reminders
Continuous excitement building
Post-event follow-up
re:Members makes planning and automating event systems easier than ever.
3
Reduced Community Involvement
People disengage when content doesn’t apply to them. Understanding individual needs and preferences reverses disengagement through targeted lifecycle communications. Initial steps:
Gathering relevant member data
Sharing and analyzing data
Making actionable plans based on clear data
Key Engagement Features
Data-Driven Insights
Membership data is the most powerful resource available. Without easy access and parsing, opportunities get missed.
re:Members gathers and analyzes data revealing trends for strategic decisions based on actual behaviors and preferences.
Example: Tracking email opens and link clicks reveals current interests, enabling focused resource creation.
re:Members’ centralized management collects data in one place, providing interactive reports, charts, and graphs making data accessible.
Enhanced Member Portal
Smooth portal access from any device is essential. Important functions include:
Build a board succession plan that protects institutional knowledge: warning signs, governance committee ownership, a step-by-step process, and structured onboarding.
