Members demand more than traditional affiliation. They want engagement – they want to feel they belong with you. Members that are actively involved, appreciate the value they receive much more. So, how can a society generate enthusiasm and energy for members to be involved, and create and communicate a vision that they want to be a part of – helping them get involved?
I see engagement as an emotional attachment to a society, that motivates you to be active, energetic and an advocate, and for societies it’s about creating a long-term relationship – ensuring that you get the most value out of your members, and they get the most value out of your offerings. A two-way street, not a one way road.
Members renew because of job requirements or society offerings, but they also renew for feelings of connection and engagement. They want to feel part of something larger than themselves. It’s as much about the heart as it is the head, and developing an emotional tie to your society – feeling part of a network and agreeing with the society’s overall mission is key.
Your society brand isn’t a logo or a statement, it’s the set of perceptions, feelings, and associations that individuals have when they think about your society. What do they think and feel when they see your society logo, attend a meeting, access content, or engage in any way with your society? Everything you do impacts how you are perceived.
Your brand is the sum of your member’s perceptions and it’s constantly evolving based on their engagement with your programmes, products and services.