Importance of “Engagement”
For associations, clubs and other membership organizations,
members are their reason for being, so getting and keeping members
truly engaged in the organization is critical for survival. In his
post, Building
a Strong Nonprofit Part 7: Engagement Pyramid and Cycle Michael
J. Brennan offers a simple equation for looking at engagement:
Engagement
= Relationship + Action
As Andrea Pellegrino (Demand Perspective Blog) reminds us, “It’s
All Engagement…every customer service inquiry, complaint,
voicemail, email or other message. Every website visit, page click,
email open and click-through…is engagement. Every online search
that turns up your association or one of its products or services or
initiatives…is engagement. Every forum where the issues that
concern your members and industry are discussed (even if they are not
yours) is engagement.”
Leveraging the “Engagement Touchpoints”
So if “everything” is about engagement, what member
“touchpoints” should you focus your attention? That will depend
on your members and their preferences for communicating with your
organization as well as their online and social media habits. But
here are some tips for building engagement through:
- your website
- your online communities
- social media
1. Engaging Members Through Your Website
In our post –If
You Build It Will They Come? – we suggested that while building
your online community is only part of the engagement equation, the
reality is that “your website is still your primary identity
online.” Your website is where your members go for information
and insight; where they can participate in your online community;
where they can register for events; manage their membership profile
and even their yearly renewal.
This is where the membership equation really rings true – you
want to build the relationship and encourage action with every
website visit and as often as possible, to ensure you’re providing
tangible member value.
Help with managing website development:
- The Nonprofit Website Handbook is a comprehensive, “how-to” resource that offers an overview of the website design and development process. It was written and designed by Yesenia Sotelo, founder at Smart Cause Digital (a web development and digital strategy firm). They also offer additional resources, such as the Nonprofit Website Tuneup.
Help in making your website “awesome”:
- Professional design
- Intuitive navigation
- Answers to common questions
- Strong SEO
- Sharable content
Fresh content is key to get members to your website and keeping them coming back:
The key goal for any membership website is to get members to the site and keep them coming back for more. This means offering the right content– fresh, up-to-date, targeted to your audience and easy to find – to keep them engaged and to ensure they experience membership value.
Developing fresh content:
In terms of how to approach content development, our recent post
–3
Tips for Keeping Your Website Fresh – suggested that small
organizations just getting started with website content development
take “a meal planning approach”. In other words, when
thinking about scheduling content for your website, think about what
news you’d like to dish up each week or month and map that to your
organization’s activities and information. What content do you have
on hand and what do you need to develop? What ingredients do you need
to shop for (develop, re-purpose, etc.). Start with a realistic and
manageable time frame for planning – can you schedule one or two
months of content?
In her post, 7 “Best Practices” for True Member Engagement,
Anna Caravelli (The Demand Perspective) suggests that to ensure “your
members use your site as an integral part of their daily life,” your staff and/or volunteers should consider developing new daily or
weekly routines to promote connecting with members. Caravelli
suggests that to ensure that “your discussions and concerns
focus on understanding members” you develop routines such as
these:
- Weekly “make them happy”
meetings for all staff: staff compares notes about what they heard
from or learned about members; bring up member concerns or business
trends; work on solutions or new ideas about how to better serve
them.
- Individual departments that
interact with, serve or develop products for members have an
abbreviated meeting on this topic daily, before starting work.
- Weekly Click Through’s: “Assemble the appropriate teams
(e.g. program developers, marketers, member service staff, social
media staff etc.) to click through areas of your website to resolve
problems, test new features and simply make sure everything makes
sense from a customer’s perspective.
In her blog post – What
They Want to Hear Versus What You Want to Say – Kivi Leroux
Miller also offers some suggestions around content development
strategy. She notes that when you’ve identified information you
want to provide members (e.g., “your own agenda”) but you realize
that there is other content that members want; you find a way of
balancing the two agendas by “put[ting] some cheese sauce on
that broccoli”. Kivi suggests:
On a quarterly basis … come up with a list of topics that you want to cover in your educational programming or communications, whether that’s new blog posts, website downloads, webinars or training videos. You’d pick the top five topics. This is the broccoli.
Next, you’d look at sources that give you clues about what the locals are interested in right now. You could look at recent keyword searches that brought traffic to your site, as well as searches within your site. You’d also look at comments on your blog and Facebook page. Since you regularly present webinars, you could look at the chat or evaluation surveys from those for comments. You’d compile this information into a separate top five list. Remember, this list is based on popularity with your target audience, not on what you want them to know. This is your cheese sauce.
Kivi Leroux Miller also
offers guidance for developing website content in her blog post, Content
Strategies: Mapping and Merging – including tips on creating an editorial
calendar.
Ensuring content is targeted to
your audience
While offering fresh content is a priority, it’s also important to ensure you understand your audience and are offering the content they need and want. One strategy you can employ to help define your target audience is to develop user personas. John Haydon offers a helpful blog post – How to Create User Personas for Your Website – that explains how this works. Haydon suggests“[d]eveloping user personas [fictitious characters that represent the various different types of people that visit your website] for your website will help you design a website that resonates with visitors, motivates content sharing, and converts …Personas will also help you optimize your website for search because you have a better understanding of the keywords they’ll use in search engines.”
Ensuring content can be easily updated
While developing fresh is important, another key consideration
that goes hand-in-hand with this is ensuring your website can be
easily updated. In our post – Tips
for Keeping Your Website Fresh – we noted that many small
organizations rely on volunteers or staff with limited digital skills
to update content on their website. This means that you need to
ensure you have a user-friendly platform or content management tool
to make their job easier. Otherwise, fresh content may be put on hold
while you wait for a “techie” volunteer or an outside service
provider to upload the content to your site. This may leave you
feeling like “the victim of a “hostage” situation
with [a] web developer. …And what starts out as fresh content ends
up a little stale by the time your supporters see it on your
website.”
In a recent post – Can
Moving to the Cloud Impact Member Engagement – we suggested
that if your website content is being created by a number of
volunteers, board members and/or staff, you might consider using
cloud technology so that they can all create and share documents
online. In addition, if your website is managed through a web-based
or SAAS
system that offers easy-to-use content management systems, you
can offer a number of content providers administrative access to
upload content to your website to ensure it remains fresh.
For example, you could have one volunteer responsible for managing
the member’s forum, and another could be your blog writer, posting
frequently on your blog. The Chair of your event could have access to
administer the event registration and post
event details on that area of your site. This way, you can offer
up-to-date web content on a regular basis, without having to be “held
hostage by your web developer,” waiting for an external
provider or a busy volunteer to post the content to your site.
Ensuring members can easily find what they want!
It’s not just about the type of content, you also have to take a
step back and take an objective look at your website to ensure
members and new visitors can easily find what they are
looking for. The technical word for this is “intuitive
navigation.” Be sure your navigation menu is simple and
easy to use so visitors can easily search for topics. To ensure your
website is user-friendly or offers an effective “user experience”,
you can refer back to your “user personas” noted above.
Think about how a typical member might use your website – what are
they looking for regularly? What do you want them to discover?
2. Enabling Two-Way Communication and Content
Promotion Through Online Communities
Engaging members on your website starts with offering fresh,
useful content that is targeted to your audience. But keeping them
engaged and participating involves – at the very minimum – alerting
them to fresh content and enabling two-way communications.
- Alerting them to fresh or new content: You can keep your members informed of fresh content by including
information in other channels, such as:
- regular updates in your
newsletter: be sure to include a regular section and/or news
article with updates on new content with live links to the new web
material
- any publications you create
and/or send to members: for example, you can include an update to
the bottom of any “member updates” or any regular email to
members or include the link to your blog, member’s forum or other
news page at the bottom of all outgoing emails.
- in face-to-face meetings: e.g.,
have the Chair of the Board and any meeting Chairs alert assembled
members of new blog posts, articles, etc. that might be pertinent
to the meeting.
- via social media: Social
networks, such as Twitter and Facebook are also great ways to keep
members informed of new content. For example, we alert our
followers when we’ve added a new article in our Hub and/or blog
post by Tweeting, and posting on Facebook, LinkedIn and Google+.
Find ways to leverage and promote new online content to get and
keep members actively involved.
- Enabling two-way communication: Your website should be the “mother ship” of your
organization’s online community. But information shouldn’t just flow
out to members; you need to promote two-way communication
opportunities as well. This means opening channels so members can
also communicate with your administration and leadership too. This
can be done through:
- online
forums:
here’s a resource that outlines How
to Start an Online Forum
- a blog: create a
blog if you don’t have one and if you do, be sure you enable
members to comment on your blog posts;
- online
surveys: you can conduct regular surveys to elicit
member input or you can simply pose mini surveys or questions on
your website or Facebook page to get conversations started. And
once you get some two-way conversations going, be sure to respond
to and promote (and amortize) feedback and comments by noting these
in blog posts, twitter and in your newsletter as well.
- via social media: e.g., encouraging
communication via Twitter or Facebook – e.g., ask questions and
listen to member’s comments; post mini surveys on Facebook
3. Engaging Members Through Social Media
We noted earlier that the term “engagement” often refers to
how an individual is engaging online – in terms of website visits,
page views, and social media mentions. And while we cautioned that
social media participation is only part of the member engagement
equation, it is increasingly important to enable and promote
two-way social media engagement with members.
As we note in our blog post – Are
You Engaging Members Through Social Media? – each
organization’s social media strategy needs to be determined based
on your particular goals. But here are some ideas to consider as you
develop the social media component of your member engagement plan.
Show and tell to engage
While many non-profits are successfully raising awareness of their
missions via social networks, membership organizations can also build
engagement with both existing and potential members by showing and
telling via social media. As Debra
Askanase has suggested, “photos and videos have become key
social currencies online.” Of course, it’s more than simply
posting images for folks to “like” or “re-pin.”
The ultimate goal is to draw members to your website, where you
can truly engage them and demonstrate member value. Here are some
tips on how you can consider drawing members in using visuals.
Pinterest – more than pretty pictures:
So how – you ask – can a membership organization leverage photo
and video sharing for member engagement? In a Movie
Monday video – Is your nonprofit organization using
Pinterest? – Noland Hoshino explained “why
Pinterest is such a great tool for storytelling, for driving traffic
to your website, for engaging supporters, and for finding out who
exactly is sharing (“pinning”) your pictures and videos.”
Hoshino suggests that Pinterest’s open system offers a great way
for a non-profit (or membership organization) to post numerous photos
– “a whole storyboard” – about your organization which
can be viewed by anyone online, not just those who have signed-up (as
with Facebook). The key benefit is that when folks view your images
in Pinterest, they are linked to the original source – your website!
Each image pinned on Pinterest includes a “backlink” to the
original source location, which drives increased traffic to your site
and also increases your chances of ranking higher in search
engine results.
A secondary benefit of Pinterest is
that you can find out about your supporters or members by using the
source to see who’s pinning or re-pinning images. The more you know
about who your supporters are and how they connect with you, the
easier it will be to truly engage them.
So if you haven’t
considered Pinterest until now, Hoshino suggests that you think of it
this way – while Google is all about searches, Pinterest is about
inspiration. And in our hyper busy world, people can check out a
visual that tells your story, even quicker than reading a 140
character tweet.
What about Facebook? Do images rule there too?
The short answer is yes! As Facebook guru, John Haydon,
suggests, “[p]eople love pictures. People upload more
than 300 million photos to Facebook every single day! Facebook
users love liking, commenting on, and sharing photos more than any
other type of content on Facebook. So posting photos automatically
gives you an advantage in the EdgeRank game.”
In his post – Creative
Ways to Use Photos To Increase Engagement On Your Facebook Page –
Haydon offers “six ideas to help you get more from the photos
you post on your Facebook Page.” Along with using Pinterest,
Haydon suggests: posting large photos and “posting photos as
links to gain EdgeRank advantage over other types of content.”
LinkedIn can provide recommendations and help with your Board
But engaging members on social media is more than just about
images. With networks such as LinkedIn, you can raise awareness and
build membership through peer recommendations. As we noted in a blog
post a while back – Is
Your Organization LinkedIn Yet? – while LinkedIn started as a
social media tool used by individuals to network, find a job or
further their career, some of the recent enhancements at LinkedIn
might make it a better fit for your membership organization.
Creating LinkedIn Company pages
Recently, LinkedIn launched re-designed company pages that offer a
new look and additional functionality. The LinkedIn Blog offers
details and a video
you can watch here. If your organization hasn’t developed a
corporate page on LinkedIn, you might want to re-consider. After
all, we know that word-of-mouth and recommendations can have a strong
influence on individuals’ decisions to purchase products and join
organizations. As we noted in a recent post – Can
LinkedIn Recommendations Grow Your Membership? – a recent
MetLife/Ipsos survey found that: “[recommendations from
friends, family and colleagues appear to have the greatest influence
over a person’s decision to join. Nearly one-third (28%) of
association and affinity members said that such recommendations were
the most important factor impacting their decision to join. It was
also important to many members that the association be well known and
have a good reputation.”
When you have a LinkedIn company page, individuals can write
recommendations about your organization, which in turn can drive
membership growth and might also impact retention. Wild Apricot
learned first-hand the impact LinkedIn recommendations can have.
With our focus on small nonprofits and local associations, we
recognized that one of the best things for any company –
particularly a smaller one – is good word-of-mouth from current
customers. So to leverage positive customer feedback, we encouraged
customers to post reviews on our
LinkedIn page.
Another new feature that might draw you to LinkedIn is Board
Connect. LinkedIn suggests this enhancement will help
organizations “deepen relationships and cultivate connections” which should help you identify and attract volunteers and board
members.
Re-Defining Engagement at Your Organization
We hope this article sparks some ideas to help your organization
develop member engagement strategies that meet your specific needs.
Once you create a framework and establish routines for identifying
and developing fresh content for your website; connecting with
members through online communities and social media, you can build on
this foundation over time to both retain existing members and attract
new members.
By https://www.wildapricot.com