Marketing & Communications

• Belinda
• Marketing & Communications, Membership, Online Communities
• April 25, 2023

Strategies for Cultivating a Strong and Supportive Association Community

In the association sector, cultivating a sense of community among members is critical for building strong relationships, encouraging engagement and loyalty, and achieving organisational goals. Here are some of the ways successful associations are making it happen:

Facilitate communication and collaboration among members

One of the ways associations can cultivate a sense of community is by facilitating communication and collaboration among members. This can include providing online forums or discussion groups, hosting regular webinars or conference calls, and facilitating in-person networking events. For example, a professional association might host a monthly virtual roundtable discussion on a specific topic of interest to its members, or an industry association might host an annual conference that brings members together in person.

Encourage member involvement and participation

Another way associations can cultivate a sense of community is by encouraging member involvement and participation. This can include providing opportunities for members to volunteer their time and expertise, or to take on leadership roles within the organisation. For example, a trade association might encourage members to participate in committees or task forces that help to shape the direction of the organisation, or a hobbyist association might provide opportunities for members to lead workshops or presentations at annual events.

Foster a sense of belonging

Associations can also cultivate a sense of community by fostering a sense of belonging among members. This can include creating a welcoming and inclusive culture, recognising and celebrating member achievements, and providing opportunities for members to connect and socialise. For example, a sports association might host a member appreciation night at a local game, or an alumni association might hold a reunion event for former members.

Promote a shared sense of purpose

A shared sense of purpose is another important factor in cultivating a sense of community. Associations can promote a shared sense of purpose by clearly communicating their mission and vision, and by providing opportunities for members to contribute to the organisation’s work. For example, an environmental association might provide opportunities for members to participate in conservation projects or advocacy efforts, or a healthcare association might offer opportunities for members to contribute to research or education initiatives.

Provide resources and support to members

Associations can also cultivate a sense of community by providing resources and support to members. This can include access to information and expertise, as well as practical support such as discounts on products and services. For example, a professional association might offer members access to a members-only online library or provide discounts on continuing education courses, or an industry association might offer discounted rates on industry-specific software or tools.

Create a welcoming and inclusive environment

Creating a welcoming and inclusive environment is another key factor in cultivating a sense of community. This can include initiatives to be more inclusive and diverse, and being mindful of the needs and preferences of all members. For example, an association might have a diversity and inclusion committee that works to ensure that all members feel welcome and included or might provide accommodations such as sign language interpretation at events for members who are deaf or hard of hearing.

Recognise and celebrate member achievements

Finally, associations can cultivate a sense of community by recognising and celebrating member achievements. This can include publicly acknowledging member contributions, awarding awards or accolades, or recognising milestones such as anniversaries or retirements. For example, an association might hold an annual awards ceremony to recognise outstanding member achievements or might create a member hall of fame to honour long-time members.

If you are looking for support to maximise the success of your membership program we can assist. Email Belinda Moore for more information.