Association News: Experiences Come First in Member Engagement
Member engagement is crucial for the success of any association, but which comes first, value or experiences? This chicken and egg conundrum has long been debated, but according to Sarah Sladek, the answer is clear – experiences come first. In her book, Elevating Engagement: Uncommon Strategies for Creating Thriving Member Communities, Sladek shares her insights on how associations can prioritize experiences to engage members.
The Value + Experiences Formula
Sladek believes that two elements comprise member engagement – value and experiences. Members engage when they feel that there is value for them and when they have great experiences with or because of the association. For example, being personally welcomed into the online community or seeing the spectacle of the opening session for the first time can create memorable experiences. Sladek’s simple formula is Value + Experiences = Member Engagement.
Why Experiences Come First
So, why should associations prioritize experiences over value? According to Sladek, experiences trigger emotions, and emotions start the engagement engine. When people feel that an organization is friendly, warm, kind, open, and generous, they are more willing to engage. Experiences warm new members up so they can begin to perceive the value an association has to offer. Starting the relationship with members by educating them about benefits is counterproductive.
Elevating Engagement
If you’re looking for ways to engage members by putting experiences first, Sladek’s book, Elevating Engagement, is a valuable resource. The book is based on data from 477 member interviews, hundreds of conversations with association leaders, and Sladek’s experiments with engagement. The guidebook walks you through the six stages of the member journey and shows you many new ways to engage them at each step.
Special Offer
If you’re excited to learn more about elevating engagement in your association, you can pre-order Elevating Engagement: Uncommon Strategies for Creating Thriving Member Communities through February 13th to be eligible for the companion workbook. The book is available at your favorite online bookseller, and you can sign up for the workbook on Sladek’s website.
Conclusion
Engaging members is crucial for the success of any association. By prioritizing experiences over value, associations can create emotional connections with members that will keep them engaged for the long term. Sarah Sladek’s book, Elevating Engagement: Uncommon Strategies for Creating Thriving Member Communities, is a valuable resource for associations looking to improve member engagement.
Keywords: Association management, Association news, Association software, Continuing education software, Certification management.
We encourage you to read the original post this article is based on here: Experiences Before Value Equals Engagement.
