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Meeting members where they are is one of the best ways for associations and other member-based nonprofit organizations to increase overall engagement. And considering that users unlock their smartphones 150 times per day, creating opportunities for connection and information through mobile devices is paramount for today’s members.
To help you become a routine part of your members’ lives, we’ll explore the importance of mobile engagement for your association and how to cultivate a robust mobile engagement strategy.
Frequently asked questions about mobile engagement for associations
What is association mobile engagement?
Mobile engagement for associations involves designing interactions with members across text messages, apps, and mobile-friendly websites. Ultimately, the intention behind those digital interactions is to connect the member with the organization’s goals, services, and value, leading to higher member retention.
What are the benefits of mobile engagement for associations?
Particularly for organizations with members who are on the go, prioritizing mobile communication and engagement keeps you in touch with those who may not be sitting at a desk to read a lengthy newsletter or attend in-person events frequently.
Here are several strengths of mobile engagement:
- Information is easily accessible for members when optimized for text messaging or in-app communications.
- Mobile avenues are a vital part of a healthy multi-channel marketing and communications strategy.
- Mobile engagement is easily personalized, from text messaging to customizable app interfaces.
In conjunction with high mobile usage amongst almost all demographics, these advantages explain why a mobile engagement strategy is necessary for member organizations.
How does mobile engagement support overall member engagement?
Alongside in-person events and personal outreach like calls, mobile means like apps and texts are a reliable way to introduce members to benefits and foster a sense of belonging. For instance, your association may host your member directory within your organization’s dedicated app. Members can find and message other members within the app, leading to new professional connections and potential mentoring opportunities.
By leveraging mobile engagement, you make your association stickier, meaning members have more touchpoints to connect with your organization and the value it provides.
In addition to directly increasing member engagement, mobile activities also provide you with more data to measure and understand engagement at your organization. iMIS’s guide to member engagement recommends tracking likes, comments, and views on social media posts, and many association apps will also generate data reports on how members engage with the platform.
Best Practices for Association Mobile Engagement
Mobile-driven initiatives should enhance member experience rather than overwhelm members or seem irrelevant, so taking the time to thoughtfully implement your mobile strategy will support your success. Let’s dive into a few recommendations for better introduction and adoption of mobile engagement.
1. Align mobile activities with strategic goals
With your overall organizational strategy in mind, outline what you want mobile communication to help you accomplish.
Is your organization prioritizing retention of first-year members? Or are you looking to boost participation in a specific member activity or benefit, like annual conference attendance or advocacy work?
While all of these goals work together towards a healthy association, being clear on what angle your organization is taking will help you shape your mobile strategy to support it.
If your association is focused on retention, introducing an easily accessible renewal form in your app might be a great way to achieve your goals. If potential legislative measures are being proposed to change your association’s industry, you’ll want to keep members informed of ways to get involved through notifications and campaign text messages.
2. Map mobile engagement on the member journey
Another strategic measure for smoothly introducing mobile activities is to map out the member journey. This gives your team a visual representation of a member’s interactions with your association, tracking their experience across every touchpoint from joining to renewing. You might develop member personas to help personalize and define members’ priorities and emotions at each phase of the journey.
Connect mobile activities to moments when they will resonate most with members. For instance, during the first two weeks of welcoming a new member, you might ask them about their communication preferences. Asking for that information early helps tailor your touchpoints and identify opportunities for further mobile engagement, especially if they prefer text messages and in-app notifications.
When planning your mobile touchpoints, consider factors such as other communications they’re receiving from your organization and their needs and desires at specific points in the member lifecycle. This way, you can better optimize the pace and amount of information members receive. Mobile engagement works best when it aligns with the holistic member experience, and a member journey map allows you to do just that.
3. Introduce a custom app for your association
An advantage of mobile engagement is the opportunity to create an immersive experience that connects members with all of your association’s benefits in an app.
Other mobile engagement channels, like social media or text messages, are great for initial communication and engagement, and you can build on those connections within an app.
With a purpose-built app for your association, you can design the features that best align with your members’ needs and interests. Here are a few engagement-boosting features to consider:
- News feeds to deliver relevant and timely content
- Resource library full of materials like white papers, case studies, and recorded webinars
- Member forums for discussion, knowledge sharing, and collaborative problem solving
- Member-to-member messaging to facilitate networking and professional relationships
- Group and chapter segmentation to tailor the app experience with relevant notifications and content
- Event and conference management for an integrated and cohesive experience, where members can find upcoming event calendars, registration forms, and specific event resources like convention schedules and session descriptions
Dedicated apps can also generate non-dues revenue for your association through advertising and sponsor engagement opportunities with members.
From a strategic perspective, mobile apps also offer valuable insights by tracking how members engage with each feature, informing your overall strategy for better results.
By investing in mobile channels for communication and interaction, you can build a strong engagement strategy for your membership organization. With a thoughtful approach, designing mobile experiences and interactions makes your association more accessible for members and supports your retention goals.
