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In this episode of The Member Engagement Show, we cover Higher Logic's recently released 2024 Association Community Benchmark Report, which collects community performance and engagement data specifically for associations and non-profits.
Not only do we discuss key metrics from the report, but expert community advisors Tiffany Moule and Kimmie Harrington share tips for improving your community performance and member engagement. Topics include:
What the report is and how associations can best use it.Highlights from the report including:Which months have the highest community engagement.Average open rates for community digests.Average discussion activity.The impact of size and age on community engagement.How to engage different types of community users.The positive impact of tying mentoring, volunteering, and job board opportunities to your online community to increase engagement with your programs and community.Just how big a difference personalization makes.Why onboarding is a critical time for community engagement.The percentage of community members you can expect to contribute content.The impact of having resource libraries in a community.Helpful Links:
Register and join us for our free upcoming webinar on the 2024 Association Community Benchmark Report, taking place September 25 at 2 PM ET.
Download the 2024 Community Benchmark Report
Explore the Community Manager Toolkit
More Higher Logic podcast episodes and resources
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Our guests on this weekâs episode are Higher Logic Senior Advisor of Customer Success, Kristen Parody, and Higher Logic Customer Success Manager, Cate Sauer. Kristen and Cate are both regulars on the Higher Logic Users Group (HUG) and former association management professionals. Their work at Higher Logic revolves around helping associations succeed by sharing high-level strategies, best practices, and support.
During the episode, we share tips for how associations can manage and engage groups, chapters, and events by using dedicated microsites.
Hear about some common association use-cases for microsites. Learn why microsites are great for offering personalized branding and experiences for different member segments or events.Learn how chapter and other microsites can be used to empower volunteers and chapter leaders.Understand the best practices for setting up microsites, including the benefits of testing and starting small.Learn what Higher Logic's Component Management add-on is and how it can help.Helpful Links:
Kristen Parody on LinkedInCate Sauer on LinkedIn
FloridaMakes Webinar on how they use microsites.Microsite Resources in the HUG Education LibraryInfo on Higher Logic's Component Management Add-OnHigher Logic Success Team Contacts:[email protected]@[email protected]
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Our guest this episode is Heather McNair, CEO of Cloud Generation. Heather has had a long career working on association communities and credentialing programs. Heather also shares how Higher Logic Thrive Credentialing can help associations administer their certification, certificate, and credential programs. In one example. Heather shares how an association more than doubled the number of new certificate participants in just one year, while cutting staff time spent on the program in half.
Throughout the episode, we discuss:
The different types of credentialing programs: certifications, certificates, micro-credentials, and stacked credentials.How Higher Logic Thrive Credentialing makes managing complex certification programs.Opportunities associations are missing when it comes to certification and credentialing.How to ensure members understand the importance of certification, the process of getting their credentials, and how to approach re-certification.Strategies for nurturing members toward certification.How to revitalize a certification program that may be stalling out.Repurposing existing content for certification programs.Using technology to scale and improve certification programs.Helpful Links:
Higher Logic Thrive Credentialing
Heather McNair on LinkedIn
higherlogic.com/podcasts
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Our guest this episode is Higher Logic's Chief Technology Officer, Conor Sibley, who has spent three decades at influential companies designing and managing Internet scale platforms. He has intimate knowledge of emerging technologies and is part of the team leading the development of Higher Logicâs own AI toolset.
We talk about the ways AI applications for associations are evolving, and Conor highlights Higher Logic's new AI tools. Topics covered include:
The types of AI that go way beyond just generative AI.How associations can use AI for highly personalized experiences.The power of AI in automated marketing.Definitions for Multi-Modal Large Language Model, AI hallucinations, and results augmented generation (RAG).AI applications that can help associations externally and internally.The ways AI can be applied to improve translation and multi-lingual experiencesHelpful Links:June 11 Webinar: Available Now - See Higher Logic's New AI Tools In ActionAdditional resources at higherlogic.com/podcasts.
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Our guest on this episode of The Member Engagement Show is Diana Mertz, Sr. Director of Membership and Engagement with the American Staffing Association. Diana has over 15 years' experience in association management, primarily on the membership side. Topics covered include:
Building and maintaining special interest groups in communities.Nurturing volunteers as leaders.Tips for communities keeping long-time communities fresh and engaged.How membersâ perception and use of communities changes over time.Learning what YOUR members want and how to tap into that for success.Teaching members how to use and get the most out of the community.Recognition for your most valuable contributors.Helpful Links
Visit higherlogic.com/podcasts for resources.
Learn more about ASA's Women in Leadership program (video).
Diana Mertz on LinkedIn
American Staffing Association
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In this episode, we talk with Amber Worthen, CEO of Email Maven, which provides comprehensive email platform support primarily for associations. Email Maven helps staff get the email work done, pitching in on both projects and overall strategy. Prior to Email Maven, Amber was in the trade association space for seven years. The episode explores:
How to accomplish a lot with a small email marketing team.How to effectively introduce automation into the email marketing picture.Why email benchmarks are important and how they can help associations.What kind of email metrics you should be tracking.How to provide a better, more targeted experience for your members through automation. How to spot helpful vs. unhelpful email data.The most underestimated Higher Logic email tool: web tracking.Emerging trends in email marketingLinks:
Visit higherlogic.com/podcasts to download the Association Email Benchmark Report and check out other resources referenced on the show.Register for our April 30 webinar, Benchmarks for Success, to learn more about association marketing, community, and experience benchmarks.Learn more about Email Maven. -
In this episode, we talk to Higher Logicâs Sr. Product Marketing Manager Sarah Spinosa about how to effectively use association job boards to assist members in their career growth, sustain industries, and increase the value of your association community; all part of effective association management. Topics include:
Job Boards reinforce your association as the âprofessional homeâ for members.A job boardâs role in member recruitment, engagement, and retention.A job board's role in generating non-dues revenue.Using job boards to spot skills demands and gaps, and education opportunities.How job boards add value to your community and drive logins.How job boards can keep the industry healthy.Effective job board tech tools and management tips.Useful Links:
Visit higherlogic.com/podcasts to learn more about Higher Logic Thrive Jobs and explore our guide to the ideal association tech stack.
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Our guest on this episode of The Member Engagement Show is Higher Logic's Sales Enablement Manager Devin Timbrook, who has 7 yearsâ experience working with associations and nonprofits. Devin specializes in scalable ways to engage members, and in this episode she focuses on how associations can use automation to save time and create personalized member experiences. Kelly and Devin cover:
Trends in automation for associationsSome ideas for using automation to better your member experienceAutomation opportunities in marketing and online communitiesHow Higher Logic's Advanced Starter Kits can help you get startedResponses to some common concerns about automatingDevin will explore automation in more depth during her session at Super Forum 2024, April 10-12 in National Harbor, MD. Hope to see you there!
And check out other episodes of the show, and association resources at higherlogic.com/podcasts/.
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In this episode of The Member Engagement Show, Kelly talks with Kunal Johar, Co-founder and Chief Technology Officer of OpenWater by ASI. Kunal shares how anyone can help their organization digitally transform. He also walks through the transformative impacts of using the latest addition to the Higher Logic Thrive suite: Higher Logic Thrive Submissions and Review. The result of a partnership between Higher Logic and OpenWater, Higher Logic Thrive Submissions and Review is an abstract software that integrates with Higher Logic Thrive Community enabling organizations to collect and manage award, abstract, scholarship, grant, and other submissions and applications.
Listen to the episode for more:
Digital Transformation doesn't have to be a giant structural change; it can be one person deciding to improve a process (and you can iterate on that improvement).Member needs and day-to-day efficiency is what drives digital transformation. Associations should ask "what are our daily roadblocks?" and then consider "is there a simple way to fix this?"Associations should explore ways to use the tools they already have for digital transformation - avoiding additional budget approval.Kunal will also be joining us for Super Forum 2024, April 10-12 - don't miss out!
Learn more about Higher Logic Thrive Submissions and Review, and check out other resources we've referenced on The Member Engagement Show at higherlogic.com/podcasts.
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On this episode of The Member Engagement Show, Kelly talks with Higher Logicâs Sr. Sales Engineer Emily Stamm about association volunteer and mentorship programs. The episode covers:
How mentorship programs benefit both seasoned experts and younger members.Why you should establish volunteer programs in your association.What makes for great volunteer opportunities.How to spot and foster the best potential volunteers.How use community to create member engagement in volunteer and mentoring programs.Showcasing volunteer efforts, programs, and results.Ways to show your appreciation for your volunteers.Check out the resources and events mentioned during this episode at higherlogic.com/podcasts, including:
Super Forum 2024, which takes place, April 10-12 - Emily Stamm will be teaching a session to help you improve your mentoring and volunteering programs!Our guide, Path to Renewal: Mentoring & Volunteering -
Our guest on todayâs episode is Higher Logicâs own Martha Jack. Martha is the Senior Director of Design Services, where she leads the Design Services team in helping customers build communities uniquely tailored to association needs. Martha has worked with countless clients to create community and website experiences that foster member engagement and support the objectives of associations. Topics covered on this episode include:
Creating synergy between websites and communities.Why community design is so important for helping members stay engaged and find the information they needCreating sustainable communities with automation that saves staff time.Why your community homepage doesn't need to have everything, everywhere, all at once.How to create ongoing interest by launching new community features over time.Important design considerations that are unique to association websites.Website and community design trends.Why you should never consider your community âfinished.âFind links to our Higher Logic Thrive Community Lookbook, and more information about Higher Logic Design Services at higherlogic.com/podcasts.
Martha will also be teaching a session at Higher Logic's Super Forum 2024, April 10-12, on web accessibility to help you learn how to make your community better for everyone. Register to learn more from Martha and others!
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Kelly's guest on this episode of The Member Engagement Show is Shaine Anderson, Executive Vice President and COO of the commercial real estate development association, NAIOP.
Shaine has also held roles at the National Association of Landscape Professionals, the US Indoor Soccer Association, and the American Composites Manufacturers Association. Over the years, Shaine has just about seen it all in the association space. In this episode, she shares tips for those starting a job with an association and for others thinking through their career growth in the association industry. She also explores trends in the field. Topics covered include:
Working in an association is, first and foremost, a people-centered job. Those who succeed cultivate emotional intelligence and love to work with others.Working in the association world means being curious and having a thirst for learning. Get to know multiple areas of associations for more context around your particular role.For your association to succeed, members must feel they can't miss out on what you offer.When your association is doing advocacy work, share the behind-the-scenes work with your members.Test different tools and technologies, but once you choose, maintain consistency.Check out the resources and events mentioned during this episode, including:
Super Forum, April 10-12 - The early-bird discount is still in effect!Higher Logic's on-demand webinar, Future-Proof Your Association.Higher Logic's 2023 Association Member Experience Report. -
Our guest on this episode of The Member Engagement Show is Lucas McCann, President/CEO of Core Affinity. Lucas is also President and owner of the Big Red M and the host of the 6 Degrees of Associations podcast. He's worked with over 1000 associations to develop successful programs, optimize marketing, increase revenue, and cultivate industry partnerships.
Kelly chats with Lucas about association affinity programs, covering topics such as:
What does an affinity program for an association look like?Common misperceptions about affinity programs.The dangers of not properly resourcing affinity programs.Common mistakes made in running affinity programs.The near-magical powers of member feedback.The near-magical powers of making experiences easy.The steps to starting or reviving an affinity program.The importance of data and reporting.Trends and innovations in affinity programs.Learn more about Core Affinity.
Listen to the 6 Degrees of Association podcast.
Check out Higher Logic's recent 2023 Association Member Experience Report.
Register for Super Forum 2024 by February 2, 2024 to save $200 on your registration!
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In this episode, Higher Logicâs Kelly Whelan talks with Teri Carden, creator of Non Dues-A-Palooza, an organization that brings together industry thought leaders and curious association professionals to explore new and innovative ways to generate and implement non-dues revenue for associations. Give the episode a listen and youâll learn:
Why NDR so important and impactful for associations.Todayâs typical dues/NDR split for association revenue.Examples of non-dues revenue streams.Key takeaways from this yearâs Non Dues-A-Palooza event and what to expect from Non Dues-A-Palooza popups coming to a city near you.Three things your sponsors are looking for.Links mentioned in the episode:
Learn more about Non-Dues-a-Palooza: https://www.nonduesapalooza.com/Contact Teri Carden: [email protected] Logic's upcoming webinar, with CEO Rob Wenger, The Future Is Now:AI and Automation in Association Software (choose the time that works for you)November 16: http://www.higherlogic.com/w/november-2023-rob-product-ai-webinar-rsvp/November 20: http://www.higherlogic.com/w/november-2023-apac-rob-product-ai-webinar-rsvp/Register for Super Forum 2024, where Teri and others will share tips and ideas for helping your association thrive: https://superforum.higherlogic.com/ -
Today we discuss Higher Logicâs 2023 Association Community Benchmark Report with Senior Customer Advisor Kristen Parody. Kristen and Kelly cover topics like:
Why associations should review benchmarks and how they can use them.Using benchmarks to inform discussions with your leadership team.The trends in engagement pre-, during, and post-pandemic.Using benchmarks for reasonable goal setting.The percentage of users that actually engage.Why email digest open rate is important.Tips for collecting and analyzing your own community data.Strategies for improving engagement with your community.Adopting a personal voice in your community.There are several resources mentioned in this episode that are useful as you review community benchmarks and work on increasing your associationâs member engagement.
Download the 2023 Association Community Benchmark Report.Read Kristenâs checklist of things community managers can do to ensure online community health.Higher Logic customers can log into the Higher Logic User Group (HUG) and join us for monthly Hug Connects to learn from their peers.We're also currently soliciting speaker proposals for Super Forum 2024 - share your insights, your successes, and even your failures through a workshop, panel, or speaker session. The deadline for submissions is October 13, 2023.
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On this episode of the Member Engagement Show, Kelly talks with Sarah Spinosa, Product Marketing Manager at Higher Logic and a member of the ASAE Marketing Advisory Council. Sarah has 15 years of marketing experience and served on the 2023 ASAE MMCC Program Advisory Council and as an ASAE Gold Circle Award judge. The conversation revolves around member-generated content and touches on:*What member-generated content is*Why it's important for associations*Ideas for leveraging your membersâ expertise*Ways to gather member-generated content*Making it easy for members to submit content*Tapping into sponsors and partners for content*Encouraging content from newer, younger members who are earlier in their careers*Promoting and highlighting member-generated content
Sarah will be presenting a deeper dive on this subject at the ASAE Annual Meeting & Exposition August 5-8, 2023 in Atlanta, GA.
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In this episode Higher Logic's Sr. Marketing Automation Manager and email marketing expert Stefani Read touches on some of the learning from Higher Logicâs annual Email Benchmark Report and gives tips on how to operationalize the revealed insights.
Topics include:
The effect of Appleâs Mail Privacy Protection on getting accurate open rate metrics and other recipient data and how to cope with itWhy desktop opens shot up after MPP, but mobile email opens went down.Why you should look at actual number of clicks and not click through percentageWhy itâs no longer smart to build strategy around open rates you canât be 100% confident inTrends in email volumes, open rates, and click ratesTactics that impact email metricsA/B testing tipsTips for what metrics and email data you collectDownload Higher Logicâs 2022 Email Benchmark Report.
Read more about how to adapt to Mail Privacy Protection in our blog post, The Impact of Email Privacy Rules and Tips for Adapting.
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Associations need to be able to draw in each new generation (both as members and staff) to continue grow and thrive. As Gen Z enters the workforce, how should associations adapt in order to demonstrate their relevance?
Our guest this episode is Hanna Holman, a 2021 graduate with a BA in strategic communication journalism. She was a project manager with Mountain Tennessee Outreach Project, a group working to alleviate substandard housing in rural Appalachia, and is now the membership assistant at Public Responsibility in Medicine and Research, a non-profit dedicated to advancing ethical research. There, she handles member recruitment and retention, produces member content, and serves as a primary point of contact for PRIM&Râs members.
The episode covers:
Ideas for associations looking to engage the next generation of members and staff, and to adapt to a changing world.Gen Zâs key considerations when looking for professional roles and employment?Why Gen Z might be less likely to make work their passion and focus of their life than previous generations.Accounting for changes in work and learning expectations.Thinking beyond email and appearing in Gen Zâs lives more creatively.Reducing the barriers to information and engagement.Avoiding the damage outdated systems can do when youâre trying to appeal to Gen Z.Listening to younger staff members for a strategic advantage.Are younger generations even interested in joining associations? Do they even know about them?Leveraging FOMO.The power of candid, casual conversations (and not being afraid of them)Keep exploring this topic during Higher Logic's free webinar on March 21, Attracting and Retaining the Next Generation of Association Members and Staff. During the webinar, a panel of association professionals will discuss:
Considerations for your technological infrastructureIdeas for cultivating a flexible work and learning environment Strategies for supporting membersâ and staffâs professional growth And more! -
This episodes guests, Alexey Gutin and Josh Slyman of Web Scribble, walk us through the enormous value that job boards and communities that incorporate career development bring to associations, employers, and members.
Alexey is Co-founder and CEO at Web Scribble while Higher Logic alumni Josh is the companyâs Director of Product Strategy.
In this episode, we cover:
Higher Logic's newest association solution, Higher Logic Thrive JobsA review of the labor markets for last year and 2023What kind of talent is currently in demandThe value of career centers and job boards for associations in this environmentHow boards can help introduce members to careers they never before consideredHow vital it is for associations to stay aware of career development needsJob boards as a driver of content that engages and retainsJob boards as a source of NDRJob boards attracting employers as eventual partners and sponsorsJob boards as a source of informative data for the association and partnersThe Community + Job Board + Marketing + LMS ecosystemWhy âif you found a member a job, you found a member for lifeâJosh Slyman will also lead a session at Super Forum 2023 about how strategically connecting careers and community to protect your memberâs careers drives membership, revenue, engagement, and forwards your mission. Register to gain more tips and tactics - April 10-12 in Washington, DC!
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This episode, we talk with speaker and thought leader Reggie Henry, Chief Information and Performance Excellence officer at ASAE about what associations should be thinking about in 2023. We cover ground such as:
Are we planning too much based on last yearâs data and technology?Why you can't go back to how things were pre-pandemic.The importance of continuing to support the new and diverse people brought into the fold via virtual meetings.Preparing to attract and retain the next generation of members and staff.The importance of having listening posts in communities.How communities become critical in both pandemics and recessions. The new contract needed with members to get to personalization.Being mindful of the RONI, Return on NOT Investing.The importance of technology infrastructure and a smooth user experience.Best of Need vs. Best of Breed.The dangers of chasing the wrong metrics.Meeting people based on their interests, not on what we have to sell.Learn more about ASAE and their upcoming events at ASAEcenter.org
Registration is now open for the 13th annual Super Forum, April 10-12 in Washington DC! You wonât want to miss this comprehensive conference for association professionals. There will be a whole host of sessions dedicated to helping you enhance your member experience, and youâll have the opportunity to share ideas, strategies, and challenges with your peers in the field.
In a challenging economy, itâs more important than ever to stay on top of trends and tactics to keep your members renewing and to help your association thrive - and that's easier to do with a community of colleagues beside you. We hope to see you there!
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