Introduction 

We’re always talking about the ‘ongoing loop of value and engagement’ - but what does that actually mean? 

It’s a simple idea: your members give, and they get. They contribute their time, ideas, and energy – and in return, they receive valuable resources, recognition and that all-important sense of belonging.  

But here’s the catch: this loop doesn’t sustain itself. It’s fuelled by forward thinking, thoughtful communication, and a deep understanding of what really drives members. 

In this blog, we’ll share the strategies we use to keep that loop spinning – and show you how to build a community that gets stronger with every interaction. 

Strategies 

Understand your members 

First and foremost, you need to know what your members value. 

Engagement starts with empathy. Take time to understand your members’ goals, challenges, and motivations. 

Use surveys, interviews, and analytics to gather insights on what matters to them, then tailor your offerings to meet their needs. 

💡Pro tip: Segment your members based on their interests and/or activity levels to deliver more personalised experiences. 

Create consistent, high-value content 

Content is a powerful tool for engagement and one of the main reasons why people become members in the first place.  

Share resources that educate, inspire, or entertain – think blog posts, videos, podcasts, or newsletters.  

🎯 Ask yourself: “Does this content solve a problem or spark a conversation?”

Encourage two-way communication

Engagement is a dialogue, not a broadcast. Encourage feedback, host live Q&As, and create spaces where members can share their thoughts. When people feel heard, they’re more likely to stay involved. 

🗣️ Keep in mind: Constructive criticism helps you improve your services and retain members. Have open discussions on what’s working and what needs improvement. 

Recognise and reward participation 

Everyone likes to feel appreciated. Highlight active members in your communications, offer digital badges, and create award schemes. Recognition builds loyalty and encourages others to get involved. 

📣 Example: Announce new members and celebrate success stories on social media. 

Host events that bring people together 

Whether in-person, virtual, or hybrid, hosting events is arguably the most important engagement technique. These experiences help members connect with like-minded individuals, learn from one another, and feel part of something bigger. 

📅 Pro tip: Publish an event calendar and use communications to build suspense and excitement. Reward early registrants with early bird rates. 

Develop accreditation schemes 

Offering certification opportunities significantly boosts engagement by providing tangible value. Encourage ongoing participation through structured learning paths or CPD programmes, and create milestones like earning badges, certificates, and titles. 

🏆 Pro tip: Celebrate achievements publicly and allow members to showcase their credentials on profiles or social media. 

Build a culture of belonging 

People engage more when they feel like they belong. Celebrate diversity, encourage peer-to-peer support, and create a welcoming environment. A strong culture turns members into advocates. 

❤️ Remember: Community is built on trust and shared values. Developing working groups is a great way to encourage members to collaborate. 

Conclusion

Engagement isn’t a one-time effort – it's a continuous, evolving cycle built on trust, value, and purpose. As association management specialists, we tailor strategies to your unique goals and help you deliver meaningful engagement plans. 

If you would like to develop a plan and put it into action, please contact our experts. 

Blog by Hilary Laing, our Managing Director