How the Association Membership Experience has Changed
Industry Leaders Share Personal Experiences With Digital Communication During Pandemic
Since the COVID-19 pandemic, the way associations are communicating and engaging with their members has shifted. In some areas, association staff are communicating in a more digital format, and in other areas, membership engagement has become more frequent and personal.
Three membership experts at AH gave insight into how their associations have shifted their engagement efforts to better serve their members and keep the lines of communication open. Associations are meant to be a common place for knowledge, thought leadership, and support and that's just what their members are looking to them for, now more than ever.
COVID-19 changed the way we interact with our members by "... employing our core value of flexibility in our member communications. Member needs are changing with the daily updates and are specific to their geography. Being nimble in meeting their needs cross-functionally is key to sustaining a strong member base."
We adjusted to changing member needs by "... allowing extension of the renewal window and accessibility to payment plans to ensure our valued members can maintain their certifications through this uncertain time. We've developed COVID-19 resources to support our members' needs as well."
COVID-19 changed the way we interact with our members by
" … communicating support, offering resources, and adapting to their individual needs."
We adjusted to changing member needs by "… reshaping messaging and growing more flexible to strengthen their relationship with the association."
Something we implemented in response to COVID-19 that will continue in the future is
"… membership payment plans to assist our members' financial position while providing the support and resources they need."
COVID-19 changed the way we interact with our members by "... adjusting the content in our weekly emails to include content that is relevant to the most important topics going on in the industry and assuring them that we are always there to assist."
We adjusted to changing member needs by "... increasing our educational webinars on a wide variety of timely topics, which in addition to being able to view live, are also housed on JPMA.org."
Something we implemented in response to COVID-19 that will continue in the future is "... ensuring that all baby products are nationally recognized as essential products and supporting the supply chain and retail stakeholders being open."