Increasing Member Engagement Through Events

EVENTS HOLD THE power to bring people together, catalyze conversations, and build momentum behind ideas. For associations, they are a crucial avenue to offer exciting opportunities to members and the industry at large, ensuring engagement and fostering growth. Whether conducted in-person or online, events serve various purposes, from promoting brand awareness to facilitating networking and professional development. Understanding members’ needs and motivations for attending events is paramount to enhancing engagement and ensuring the success of each gathering.

Through strategic planning and execution, any association can utilize events to increase engagement. These event best practices and strategies can help your association elevate and enhance your members’ engagement and event experience.

• Engaging Members at Events: Before diving into event planning, it’s essential to comprehend what types of events members are seeking and how they can benefit from them. Members attend events for diverse reasons, ranging from networking to professional development and career advancement. Each member may have a unique motivation, underscoring the importance of catering to diverse interests and objectives.
• Build a Stronger Community: Events play a pivotal role in fostering a sense of community within associations. They provide opportunities for members to connect, establish relationships, and access valuable resources. Effective communication and engagement during events contribute to the strength of this community, encouraging active participation and collaboration among attendees. Creating a welcoming environment where members feel valued and supported is key to building a vibrant community around events.
• In-Person Events: Face-to-face interactions remain a primary driver of meaningful connections among members. In-person events offer unparalleled networking opportunities, allowing attendees to forge new relationships and strengthen existing ones. To enhance engagement at live events, associations can consider various strategies such as facilitating private meetings, offering engaging activities, and providing opportunities for members to interact with industry experts and leaders.
• Online Events: Virtual events offer a cost-effective and inclusive alternative to in-person gatherings. They enable associations to reach a broader audience while accommodating diverse schedules and geographical locations. Leveraging technology, such as live polls and interactive sessions, enhances engagement during online events, creating a dynamic and immersive experience for attendees. Despite the popularity of virtual events, hybrid approaches that combine online and in-person elements can offer the best of both worlds, catering to different preferences and needs.
• Pre-Event Engagement: Initiating engagement with attendees before the event is crucial for building anticipation and fostering connections. Associations can leverage digital platforms such as apps and dedicated websites to facilitate early networking and interaction among attendees. Providing opportunities for attendees to schedule meetings, set agendas, and explore relevant content beforehand enhances their overall event experience and increases engagement.
• Social Media & Campaigns: Before the curtains rise on an event, associations have a prime opportunity to generate buzz and excitement among their membership. Leveraging social media platforms and targeted marketing campaigns can amplify visibility and encourage early registration. By actively engaging with members on platforms like LinkedIn, X, and Facebook, associations can spark conversations, highlight featured speakers, and share sneak peeks of event activities. Strategic use of hashtags and compelling content can further extend reach and attract new audiences.

  Crafting informative blog posts, designing eye-catching landing pages, and integrating downloadable resources into email campaigns all serve to pique interest and drive registration. By providing valuable insights and teasers about what attendees can expect, associations can cultivate anticipation and excitement leading up to the event.

• During the Event: Once the event is underway, maintaining momentum and engagement is paramount. Associations should aim to provide a dynamic and enriching experience that not only educates but also entertains. Facilitating opportunities for networking, knowledge-sharing, and interactive participation can elevate attendee satisfaction and foster lasting connections.

  Technology plays a crucial role in enhancing engagement during events. Mobile apps can keep attendees informed about schedule changes, facilitate communication, and provide avenues for feedback. Whether the event is virtual or in-person, ensuring accessibility and ease of use is essential for maximizing attendee satisfaction.

• Participation Activities: Interactive activities tailored to the event’s theme and audience can inject energy and excitement into the proceedings. From live polls and Q&A sessions to gamified challenges and contests, these activities create opportunities for attendees to actively participate and connect with fellow members. Additionally, distributing branded event swag not only serves as a token of appreciation but also extends the association’s reach beyond the event itself.
• Post-Event Engagement: The end of an event does not mark the end of engagement; rather, it signals a new phase of interaction and relationship-building. Associations should capitalize on this opportunity to express gratitude to attendees, gather feedback, and lay the groundwork for future engagement.

  Follow-up surveys, personalized thank-you messages, and recap content like videos and blog posts can keep the event’s momentum going and reinforce the value of participation. Recognizing award winners and showcasing highlights from the event further cements the association’s commitment to its members’ success.

Conclusion

Events serve as powerful tools for associations to engage members, drive revenue, and foster community. By understanding members’ needs and preferences; leveraging both in-person and online formats; and facilitating interaction before, during, and after the event via various channels, associations can maximize the impact of their events and achieve their member engagement goals. As the landscape of events continues to evolve, embracing innovation and adapting to changing preferences will be key to staying relevant and ensuring continued success. Cultivate a vibrant and engaged community that thrives on shared experiences and mutual support today.

If you’d like to learn more about the event opportunities to meet your members’ engagement needs, download our eBook at https://content.naylor.com/MemberEngagementEventseBookLP.html.

Najla Brown is a senior corporate marketing specialist at Naylor Association Solutions. Reach her at [email protected].