The rules of engagement have changed. Today, people want to engage on their own terms. They want to personalise their experience with an association. The world we live in is all about choice, and it’s very easy for people to engage with corporate brands in a way that reflects that.
As a result, association’s memberships and business models are no longer what they used to be.
Associations tend to overlook the large number of customers interested in their products or programmes. But just because they are not interested in paying for a membership, that does not exclude them from the association community.
To build an engaged and grateful community, associations need to consider their organisation as an open professional community rather than a closed membership organisation.
Here are three steps for associations to build a learning-focused community and keep customers satisfied.