09/02/2021

Create Meaningful Engagement Through Tech and Empathy

Combine human empathy with dynamic technology to craft relationships

Associations have been in a constant state of change for the past year and a half. But one aspect of business across all industries has remained the same: in order to thrive and grow, organizations need to recruit and keep members engaged with great products, essential services and powerful networking opportunities.

So, how do savvy marketers create meaningful connection with their membership base that keep them renewing year after year? It comes down to human empathy supported by dynamic technology, said Annie Henderson, marketing and communications coordinator at the Association of School Business Officials International (ASBO). “When thinking about increasing member engagement, I always keep in mind that our members are very busy people,” she said. “So we want to think about what they’re truly in this membership for, and try to meet those needs.”

Henderson believes that interactions between an association and its members are a signal of its strength. “​​Associations want to strive for quality engagement from their members to continue to show value in the membership,” she said. “When members feel supported by not just the association, but other members, it creates a very encouraging environment.” This also translates to renewed memberships and positive word of mouth.

Please select this link to read the complete article from Associations Now.