For membership organisations, engaging members is always a priority. But with members spread across various digital platforms—social media, email, websites, and apps—it can feel like a juggling act. How do you ensure everyone feels connected, valued, and involved in your community?
Here are some practical, proven strategies to help membership organisations keep members engaged and active, no matter where they are online:
1. Create Consistent Messaging Across Platforms
Consistency is key. Whether members follow you on Facebook, read your membership letters,check your emails, or log into your app, they should see the same tone, branding, and key messages. A cohesive voice helps members recognise your organisation and keeps them connected to your values.
💡 Tip: Plan your content in advance and ensure all communications, regardless of the platform, align with your overarching goals and campaigns.
2. Leverage Multi-Channel Communication
To engage all your members, it’s vital to meet them where they are. Use a mix of digital channels to communicate:
- Social media for quick updates and member highlights.
- Direct Mail or Email for in-depth announcements, newsletters, or event details.
- Apps and member portals for exclusive content or self-service tools.
💡 Tip: Direct mail can complement your digital efforts, cutting through the digital noise and guiding members back to your online platforms.
3. Personalise Member Interactions
Generic messaging won’t cut it. Use member data to tailor your communications based on their preferences, activities, or membership tier. Personalisation can include:
- Addressing members by name.
- Offering content or benefits relevant to their interests.
- Highlighting activities or perks they may have missed.
💡 Example: If a member is active on your app but hasn’t attended an event, send a personalised letter or email inviting them to a local meetup.
4. Encourage Cross-Platform Participation
Turn passive members into active ones by encouraging them to engage on different platforms. For example:
- Use Instagram posts to promote app-exclusive resources.
- Mention social media groups in letter or email newsletters.
- Include QR codes in emails or posts that link to member-only events or webinars.
💡 Tip: Offer incentives, such as discounts or exclusive content, to members who interact on multiple platforms.
5. Encourage a Sense of Community
Members are more likely to stay engaged if they feel like they’re part of a thriving, inclusive community. Create opportunities for members to connect, share, and celebrate with each other, such as:
- Hosting online forums or social media groups.
- Running polls, competitions, or live Q&A sessions.
- Highlighting member achievements in emails or posts.
💡 Example: Create a “Member Spotlight” feature on your platforms to celebrate standout contributions.
6. Monitor Engagement and Adapt
Track how members interact with each platform to understand what works and what doesn’t. Use analytics tools to monitor email open rates, social media engagement, and app activity. Adapt your strategy based on these insights to continually improve.
💡 Tip: Survey your members to get direct feedback on how they want to engage with your organisation.
7. Don’t Forget Offline Engagement
In an increasingly digital world, a personal touch still matters. A printed welcome pack, membership renewal reminder, or event invitation sent through direct mail can be a refreshing way to re-engage members and drive them back to your digital platforms.
💡 Example: Include a QR code in your direct mail to connect members to an exclusive online resource or event.
Keeping members engaged across multiple platforms requires a mix of consistency, creativity, and connection. By leveraging multi-channel strategies, personalisation, and community-building, your membership organisation can create meaningful interactions that keep members active and loyal.
Thank you for reading! We hope this blog has provided you with some valuable insights on direct mail campaigns, happy marketing!
