For many associations, engaging stakeholders to take action can seem like pulling teeth. However, appealing volunteers around immediate and shared goals is, arguably, among associations’ most important tasks.
“So how can associations optimize their chances of influencing their stakeholders’ choices?”
Let’s turn our heads to the American Civil Liberties Union (ACLU) for some ideas. In January this year the organization which aims to protect individuals’ guaranteed Constitutional rights and liberties, reported shattering its own fundraising records after taking the White House to court over the executive order banning people from seven Muslim-majority countries from entering the U.S.
The act triggered an emotional response and, as a result, the organization collected more than 350,000 online donations totaling $24 million in just one weekend. (Historically, ACLU raises about $4 million in online donations per year.)
Fostering a Culture of Collaboration
When it comes to associations, one of the core challenges they face is getting individual members to think beyond “what’s in this membership for me?” But paying annual dues should only be considered as one rung on the ladder of member engagement. To get members to further engage, associations should be clear and specific – showing members exactly what their time and support means to the association, for the field and for all the people who benefit from the good work its members and their colleagues do.
The Impact of Engagement is Immediate
Another example of exceptional engagement took place late 2016, when Minneapolis district leaders launched a social media campaign to pay off students’ overdue lunch accounts. In turn, and in affiliation with AchieveMpls, a strategic nonprofit partner of Minneapolis public schools, approximately 4,000 school lunch accounts with a total balance of $160,000 were paid off simply by giving the charitably minded an easy and clear opportunity to act here and now.
The Bottom Line
Whether you’re asking for dues or donations from your association members, individuals are inspired to engage by the emotional connection they feel to those who benefit from their support. People also like to know that their volunteer time and support is doing something specific and concrete.
So remember: If you increase the number of members who are engaged and benefit from the services offered by your association, they will value it more and they will remain members for a longer time.
