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Member Engagement

Here at Lumi Global, we have worked with membership organisations of all sizes not only across the UK but also globally, we have been lucky enough to work with a huge range of member-based organisations across all sectors.

Creating productive relationships with members lies at the heart of any successful membership engagement strategy.  While it's an easy goal to articulate, it's can be difficult to achieve.

To help our clients build productive digital-first member engagement strategies, we’ve gathered insights from across the industry to examine what a good membership engagement strategy looks like, alongside practical tips for enhancing interaction and affinity.

Click here to watch video

Find out more

Member Engagement

Here at Lumi Global, we have worked with membership organisations of all sizes not only across the UK but also globally, we have been lucky enough to work with a huge range of member-based organisations across all sectors.

Creating productive relationships with members lies at the heart of any successful membership engagement strategy.  While it's an easy goal to articulate, it's can be difficult to achieve.

To help our clients build productive digital-first member engagement strategies, we’ve gathered insights from across the industry to examine what a good membership engagement strategy looks like, alongside practical tips for enhancing interaction and affinity.


Find out more

Click here to watch video

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Member Engagement

Introduction to Member Engagement


Membership organisations are one of the many groups that need to adapt and evolve by listening to their audience’s needs. Membership organisations also need to undergo digital transformation, and create new ways to engage and interact with the next generation. In short, they need to stay relevant to truly succeed in today’s customer-centric climate.

Customer (or member) centricity has been a growing area for both membership organisations and companies over the last few years, the basic principle is focusing your goals and your efforts on your customers and putting their needs ahead of yours; a polar opposite to the traditional business-centric methods which put business need ahead of customer satisfaction.

The Founder of The MemberWise Network Richard Gott sums it up perfectly, “[we’re] waking up to the fact that future long-term member value and growth requires a deeper focus on online membership experience and engagement”.

Membership Engagement Ebook_01

Trends & Predictions 2022


In our 2022 trend report, we share our predictions for the year; exploring the rise of stakeholder voice, and the lingering legacy of COVID-19. We examine three key areas of focus for 2022 that will help your organization cut through the noise to deliver a successful, seamless General Assembly. 

Download now and discover the key trends that are predicted to define 2022.

Find out more

So what is Member Value?


Member value is the benefit that your members receive from you, it can actually be broken down into two different definitions, the perceived member value and the actual member value.

Perceived member value is what your members feel they receive from you, be that their access to services or benefits of their membership and ability to participate. This can be quite different to the actual member value as some of your members may be unaware of the benefits and services you can provide to them.

Actual member value is the value your member actually receives from their membership, this can be a range of things from CPD, to networking, to being part of your community, to discounts, to career development or recognition. Your membership benefits should be articulately communicated so your members know exactly what their membership gives them making them fully appreciate what you provide.

With clear membership benefits communicated or listed on your site you are able to dissolve the disconnect between the two types of member value.

 

Member value will continue to be a growing area and will evolve from a desirable trait to a necessary one. If member value is not addressed within your organisation it will have long term effects on recruitment, retention, growth, participation and engagement.

So, if this area is so critical to membership organisations why hasn’t it been optimised yet, along with member engagement? It is normally because membership organisations are too focused on new members that they forget to look after their current members, but as most business experts will tell you, new member acquisition is significantly more costly than retention.

Due to the current membership climate it is more important than ever for membership organisations to evolve, adapt and develop their offering and communicate with their members with member value being a cornerstone in this transition.


Benefits of Developing Your Organisations Member Value


Member Engagement

There is an obvious overlap with the benefits of engagement and member value, both of which yield excellent results. If your organisation’s value to its members is clear those members will become more engaged and active with your organisation, and the importance of engaged members cannot be undersold; this keeps retention high and membership strong.

Creditability

When you develop your member value there will be major changes both internally and externally; the external benefits will be your organisation will appear and thus become both more credible and influential. Being more credible has a host of it’s own benefits, some of which are alluded to below.

Membership Increase

If you are very clear about the value to your members and potential members, with easily communicated points, it makes your member acquisition strategy dramatically simpler.There are a number of ways to do this, from clearly defining the benefits on your website, to creating summary PDFs, to creating leaflets to share with current members.

Importance

Being relevant and important to the member is of course instrumental to the success of your value strategy but do your members feel like you care about them? The answer more often than not is a resounding no. Members will be reticent to tell you why they’ve broken ties, but this is a common issue.

Loyalty

There’s a huge difference between a retained member and a loyal member, a retained member could just be passive but a loyal member is one of your best assets; if your organisation is promising and in fact delivering value then your members are going to be loyal, factoring further into the above retention rates.

Retention Improvements

As a direct result of the aforementioned, having clear communication of value doesn’t only increase your new member intake but it also improves current member retention. Having happy, passionate and retained members keeps your organisation healthy and attractive both internally and externally.

Membership Engagement E-Book

Creating productive relationships with members lies at the heart of any successful membership engagement strategy. While it's an easy goal to articulate, it's can be difficult to achieve. To help our clients build productive digital-first member engagement strategies, we’ve gathered insights from across the industry to examine what a good membership engagement strategy looks like, alongside practical tips for enhancing interaction and affinity.

Download the report now. 

Find out more

3 Steps to Keep Your Members at the Heart of Your Hybrid Meeting

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One of the first steps to creating a seamless hybrid meeting experience is to understand how your members think about your organization and the options it offers. 

For some, it’s the cost required to travel to meetings. For others, it has more to do with the perceived value of their attendance. Understanding the nuances in why people prefer virtual options will help you design the solution that will work best for them.

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The technology required for online attendance doesn’t have to be a burden on your planning, resources or users. It should be a natural extension of the in-meeting technology you’re already using. Making sure these experiences align is important, not only so that your online attendees feel they’re getting the full experience, but also so that you have a single data source and a full audit trail after the fact.

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Of course, in-person attendance has its own draws, and the experience you create could be an important part of that. From kiosk voting to stunning event apps, a quality experience at the meeting will help physical attendees feel valued and well served, and be more engaged as a result.

No matter what solutions you choose, it’s important to keep members at the heart of your decisions. This will make sure they are as engaged as possible, improving the effectiveness of your meetings.

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Engaging with your shareholders is more than just a regulatory obligation; it’s central to good corporate governance. Lumi has more than 25 years experience of supporting AGMs around the world, and we run thousands of in-room, hybrid, and virtual meetings every year. Let us bring our extensive experience to your next AGM for a seamless attendee experience.

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Engaging with your shareholders is more than just a regulatory obligation; it’s central to good corporate governance. Lumi has more than 25 years experience of supporting AGMs around the world, and we run thousands of in-room, hybrid, and virtual meetings every year. Let us bring our extensive experience to your next AGM for a seamless attendee experience.

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Engaging with your shareholders is more than just a regulatory obligation; it’s central to good corporate governance. Lumi has more than 25 years experience of supporting AGMs around the world, and we run thousands of in-room, hybrid, and virtual meetings every year. Let us bring our extensive experience to your next AGM for a seamless attendee experience.

Understand how members around the world feel about online options


Untitled design (19)

One of the first steps to creating a seamless hybrid meeting experience is to understand how your members think about your organization and the options it offers. 

For some, it’s the cost required to travel to meetings. For others, it has more to do with the perceived value of their attendance. Understanding the nuances in why people prefer virtual options will help you design the solution that will work best for them.

Create a seamless connection for remote attendees


Untitled design (4)-1

The technology required for online attendance doesn’t have to be a burden on your planning, resources or users. It should be a natural extension of the in-meeting technology you’re already using. Making sure these experiences align is important, not only so that your online attendees feel they’re getting the full experience, but also so that you have a single data source and a full audit trail after the fact.

Create an enhanced experience for in-person attendees


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Of course, in-person attendance has its own draws, and the experience you create could be an important part of that. From kiosk voting to stunning event apps, a quality experience at the meeting will help physical attendees feel valued and well served, and be more engaged as a result.

No matter what solutions you choose, it’s important to keep members at the heart of your decisions. This will make sure they are as engaged as possible, improving the effectiveness of your meetings.


Picture22

Engaging with your shareholders is more than just a regulatory obligation; it’s central to good corporate governance. Lumi has more than 25 years experience of supporting AGMs around the world, and we run thousands of in-room, hybrid, and virtual meetings every year. Let us bring our extensive experience to your next AGM for a seamless attendee experience.

Picture22

Engaging with your shareholders is more than just a regulatory obligation; it’s central to good corporate governance. Lumi has more than 25 years experience of supporting AGMs around the world, and we run thousands of in-room, hybrid, and virtual meetings every year. Let us bring our extensive experience to your next AGM for a seamless attendee experience.

Picture22

Engaging with your shareholders is more than just a regulatory obligation; it’s central to good corporate governance. Lumi has more than 25 years experience of supporting AGMs around the world, and we run thousands of in-room, hybrid, and virtual meetings every year. Let us bring our extensive experience to your next AGM for a seamless attendee experience.

How will your Membership Organization approach inclusivity in 2022?


With member engagement being one of the biggest challenges for membership organizations, inclusivity of members should be a top priority, to ensure all are able to have their say. Therefore, ease of access would ensure all members, regardless of location or technical ability, would have the ability to voice their opinions. 89% of organizations believe that ‘going virtual’ has increased global member participation within meetings. Forward thinking organizations embracing the disruption caused by the pandemic and making the switch to virtual meetings have become more resilient because of it; there is no better time for these businesses to make the shift. 83% believe that members now expect to participate and vote online, especially among the younger generation and digital natives. This heightened expectation indicates that organizations could be missing out on valuable engagement from their attendees if they haven’t considered the move to virtual meetings.

Not only do virtual and hybrid events cut costs regarding on-site and travel expenses, but the increase in engagement leads to greater membership retention. It costs an organization eight times more to acquire a new customer than it does to retain an existing one. Therefore, keeping inclusivity as a core focus in order to increase engagement is also a budget-friendly way of working, which complements the goal of member retention.

As competition in this space increases, it is vital to keep members interested and satisfied. The more comfortable a member feels to engage within the meeting, the more relevant they will feel – this creates not just a retained member, but a loyal one. This is particularly important for membership organizations, as loyalty is what attracts a member on an ongoing basis. As generations view value in different ways, it’s important to appeal to a varied type of member, without implementing a ‘one size fits all’ approach. For example, where Gen Z would likely prioritize ESG issues, such as environmental impact of the company, older members may concentrate more on the financial position of the organization. A virtual environment allows for the opportunity of increased attendance from a wide range of members, and encourages engagement in the activities that matter most to them. As well as producing a stronger debate, this creates a more well-rounded view of the voice and thoughts of your membership as a whole, as opposed to those who decided to attend the physical event.

Digital transformation can be a daunting prospect, especially when organising an AGM, but with 78% finding the transition from face-to-face to virtual much easier than expected, it suggests that there is little to be apprehensive about. The flow of your meeting shouldn’t be too different to what you are used to, and the more organizations welcome the virtual and hybrid way of working, the easier it will become. A seamless digital experience is no longer desired but expected, and Lumi’s experienced team allows your organization to focus on the business of the meeting, and worry less about the logistics of your AGM. For more information on how you can enhance your engagement strategies, read Lumi’s Membership Report.

Want to transform your next meeting?


If you have a question, would like more information or would like to talk to one of our experienced team, then please complete the short form on the right and we will be in touch as soon as we can. We look forward to hearing from you.

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