In this episode of The Member Engagement Show, we speak with Higher Logic’s Senior Privacy Analyst Amanda DeLuke about much-talked-about concerns around AI, privacy, security, and data protection. Topics covered include:

• What is ISO and SOC2, and why are they important security standards?
• The latest AI and privacy trends.
• How to approach AI at your organization with your eyes wide open.
• Considerations when approaching different use cases for AI in associations.
• Free resources on privacy and security.
• How to not be overwhelmed by the AI revolution.
• How data classification factors into privacy and security.
• What the legislators are doing (or not) to help.

Some Helpful Links:

Podcast on AI with Conor Sibley, Higher Logic's CTO

Higher Logic Blog Posts on AI (including tips for prompts, things associations should know, and Higher Logic's partnership with IBM to harness the power of community and AI)

Messaging, Malware, and Mobile Antiabuse Working Group (M3AAWG)

National Institute of Standards and Technology (NIST)

International Association of Privacy Professionals (IAPP)

Our guest this episode is Michael Jones, VP of Mobile Technologies at Results Direct. Results Direct helps associations leverage mobile apps and engagement trends to enhance member communication, engagement, and retention and improve the member experience. Results Direct is a longtime partner of Higher Logic and partnered with us to create Higher Logic Thrive Mobile 365. During this episode, we explore:

• Current tech and engagement challenges facing associations.
• Learnings from The State of Mobile in Associations Benchmark Report.
• How mobile apps help associations address some of their biggest priorities.
• The three places associations interface most with their members.
• How overall mobile use is trending across all demographics.
• How mobile opens a new communication channel for going beyond email.
• Why a mobile responsive website doesn’t tap the full advantages of a mobile app.
• How to get members to download your app.
• Tips for making your association app a success.

Helpful links:

Higher Logic Thrive Mobile 365

Results Direct

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.

On this episode of The Member Engagement Show, Kelly talks with Higher Logic’s 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 today’s episode is Higher Logic’s 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 need
• Creating 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 “finished.”

Find 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!

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!

In this episode, Higher Logic’s 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 you’ll learn:

• Why NDR so important and impactful for associations.
• Today’s typical dues/NDR split for association revenue.
• Examples of non-dues revenue streams.
• Key takeaways from this year’s 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: teri@nonduesapalooza.com
• Higher 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 Logic’s 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 association’s member engagement.

• Download the 2023 Association Community Benchmark Report.
• Read Kristen’s 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.

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 members’ 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.  

In this episode Higher Logic's Sr. Marketing Automation Manager and email marketing expert Stefani Read touches on some of the learning from Higher Logic’s annual Email Benchmark Report and gives tips on how to operationalize the revealed insights.

Topics include:

• The effect of Apple’s Mail Privacy Protection on getting accurate open rate metrics and other recipient data and how to cope with it
  • Why 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 percentage
  • Why it’s no longer smart to build strategy around open rates you can’t be 100% confident in
• Trends in email volumes, open rates, and click rates
• Tactics that impact email metrics
• A/B testing tips
• Tips for what metrics and email data you collect

Download Higher Logic’s 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.

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&R’s 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 Z’s 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 Z’s lives more creatively.
• Reducing the barriers to information and engagement.
• Avoiding the damage outdated systems can do when you’re 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 infrastructure
• Ideas for cultivating a flexible work and learning environment 
• Strategies for supporting members’ and staff’s professional growth 
• And more!

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

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 company’s Director of Product Strategy.

In this episode, we cover:

• Higher Logic's newest association solution, Higher Logic Thrive Jobs
• A review of the labor markets for last year and 2023
• What kind of talent is currently in demand
• The value of career centers and job boards for associations in this environment
• How boards can help introduce members to careers they never before considered
• How vital it is for associations to stay aware of career development needs
• Job boards as a driver of content that engages and retains
• Job boards as a source of NDR
• Job boards attracting employers as eventual partners and sponsors
• Job boards as a source of informative data for the association and partners
• The Community + Job Board + Marketing + LMS ecosystem
• Why “if you found a member a job, you found a member for life”

Josh Slyman will also lead a session at Super Forum 2023 about how strategically connecting careers and community to protect your member’s careers drives membership, revenue, engagement, and forwards your mission. Register to gain more tips and tactics - April 10-12 in Washington, DC!

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 year’s 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 won’t 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 you’ll have the opportunity to share ideas, strategies, and challenges with your peers in the field.  

In a challenging economy, it’s 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! 

In this episode, host Kelly Whelan talks with Higher Logic Product Marketing Manager Sarah Spinosa about the recently released Association Member Experience Report. There's nothing like going right to source when you want to find out what members want, like, and wish they were getting from their association memberships, and that's exactly what this report outlines. This is an episode not to be missed! 

Topics covered include:

• Who Higher Logic surveyed and why
• How members prefer to get information (it may surprise you)
• What benefits members value most
• How often members tend to interact with their associations
• Are associations giving the level of personalization members want
• What the survey revealed about events, both in-person and virtual
• Top reasons members consider leaving their associations
• How associations can use this valuable information

Download Higher Logic's 2022 Association Member Experience Report to learn more!

The Guest: Suzanne F Stevens. Suzanne is a professional speaker who has served on many boards, including as past president of the Canadian Association of Professional Speakers. As the founder of YouMeWe Social Impact Group, she works with organizations to grow Conscious leaders, their influence, and Social Impact – sustainably. Suzanne merges her social initiative expertise in the nonprofit and for-profit worlds to create an enriched experience that will attract, engage, and retain a diverse membership. 

The Topics:

• The importance of associations incorporating social initiatives
• How associations can choose initiatives and issues that align with their values
• Making social initiatives part of the strategy vs. an add-on or afterthought
• The concrete steps leadership can take to “bake in” social initiatives
• How connecting to the social issues members care about leads to retention
• Social issues as another way of connecting members to each other, including at events
• What makes a social initiative sustainable
• Why associations are in an especially strong position to improve the world

Handy Links: You Me We Organization

Higher Logic's 2022 Association Member Experience Report

In this episode of Higher Logic's Member Engagement Show, Kelly talks with Marianne Fray, CEO of the Maternity Care Coalition, an organization that works to improve the health and well-being of pregnant women and parenting families, and enhance school readiness for children 0-3.

With a 30+ year career inspiring diverse teams to do more together than they could alone to strengthen communities, Marianne has stablished two successful cross company industry communities that drive business innovation in the project management and life sciences industries. She has advised F100 companies on diversity and inclusion practices and is a founding member of a 501c6 non-profit organization called Women of Color in the Pharmaceutical Industry.

This episode explores:

• The meaning of being a servant leader
• The power of asking people what they need
• The need to check our assumptions and recognize how misperceptions can put people into reductive boxes and cause missed opportunities
• The importance of looking out for individual and systemic bias so that we can be prepared to examine and sometimes dismantle the conscious and unconscious judgments that shape and define our world
• What it means to truly represent your constituents
• The magic question that can kick off any relationship positively

To learn more about Marianne Fray and about black maternal mortality and morbidity, check out her article in Women's Way.

To learn more about Maternity Care Coalition's work, check out their 2022 Annual Report: Advocating for Parental Autonomy.

You can also download Higher Logic's 2022 Association Member Experience Report to learn more about what members value most from their associations.

Our guest on this episode is Dominick Mondi, President of the MidAtlantic Society of Association Executives and Executive Director of the NE Spa and Pool Association. In it, our host Beth and Dominick discuss: 

• Why you should consider volunteering at an association
• What is “micro-volunteering”?
• Keeping a volunteer base engaged and energetic
• The many ways people come to work for associations
• The challenges associations are facing and ways to deal with them
• Preparing your association for the future of member engagement
• The benefits of having regional chapters
• How to convince leadership of the benefits of attending gatherings beyond the big annual conference
• The kind of experiences that keep members really happy
• The power of personally asking prospects to attend get-togethers
• How to decide whether to volunteer at the local/regional level or national level

Don't forget to subscribe to Association Marketing Pros (AMP), Beth's weekly newsletter for association marketers.

In this episode, Beth Arritt speaks with guests Frank Humada and Colby Horton with Association Briefings about the power of communicating through audio and the ins and outs of launching a podcast for your association.  

By listening to this show, you'll learn:

• Is podcasting right for your association?
• The strategy that goes into successful podcasts
• Lessons learned from the association podcasting front lines
• How to approach the critical role of show host
• The role podcasts can play in non-dues revenue
• How to find and manage great guests
• How to cover the most compelling topics possible
• How to promote and drive traffic to your podcast
• Is podcasting a fad or a permanent media content channel?

Be sure to check out Colby and Frank's podcast, Engaging in the Next - especially Beth's episode with them.

And don't forget to subscribe to Association Marketing Pros (AMP), Beth's weekly newsletter for association marketers.

This episode's guest, Bruce Rosenthal, has an amazing mastery of how to maximize the relationship between associations and their corporate sponsors for both NDR and better member servicing. Corporations re-evaluated during the pandemic what works best for them in pursuit of their overall goals, and associations need to pay attention to those changes.

Bruce is a longtime strategic advisor and consultant to associations, helping them advance corporate sponsorship and partnership programs, identify strategies to increase revenue and member value, create added value for corporate partners, and develop corporate sponsorship and partnership implementation plans.

In this episode, you'll discover:

• How sponsorships changed since the pandemic and what was learned about sponsors’ needs
• The new needs of corporate sponsors
• The best way associations can meet those needs now
• What doesn’t work anymore when pitching sponsorships
• The internal culture change needed inside associations for new approaches to corporate partnerships
• How to make corporate sponsors feel like a true part of the membership
• What makes an association a necessity for members and partners
• The right way for associations to partner with corporate partners
• Results of a sponsorship engagement study
• What mistakes associations are making in servicing their sponsors
• How to get corporations to return your calls

Don't forget to subscribe to Association Marketing Pros (AMP), Beth's weekly newsletter for association marketers.

This week's guest, Jim Catts, explores how technology has presented both challenges and opportunities for association marketers. Jim is a career technologist who's currently co-funder and CTO of Rhythm Software. He's been working with associations to smartly apply technology to the work they do for around 20 years.

In the episode, we cover:

• How we’ve moved beyond running member experiences manually and physically
• The costs and lost opportunities of doing so 
• The paradigm shifts of email and dynamic web 
• How tech allows for personalized, on demand member content
• How associations are like Netflix (hint: is your association a content or technology company?)
• How associations are NOT like Amazon (hint: are your member driven by search?)
• How the pandemic changed member experience expectations
• How soon VR and AR will or won't become part of the member experience
• What’s the right way for associations to start using machine learning and AI?
• How newer generations are changing the member experience
• The tactical steps to take with your technology right now

Don't forget to subscribe to Association Marketing Pros (AMP), Beth's weekly newsletter for association marketers.

This week, our guest is Annie Henderson, who made the change this year from membership marketing to corporate marketing at her association, ASBO International. Annie and Beth talk through how to navigate the differences of marketing to corporates, particularly at an association, and what techniques you can use to try to bring in sponsors and exhibitors at every level. In this episode, you'll discover: Moving from the member marketing to partners marketing mindset Why you need to what your corporate partners’ timelines for activities The challenges faced in winning partners and getting them engaged and involved further Competing against bigger competitors Moving partners beyond exhibiting The tools and tactics you can use in corporate partnerships The power of personas What a treat deal “sweeteners” can be Treating your partner like member, not a bank Taking on your challenges and opportunities in the right order

Don't forget to subscribe to Association Marketing Pros (AMP), Beth's weekly newsletter for association marketers.

Our guests on this week’s 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 LinkedIn Cate Sauer on LinkedIn

• FloridaMakes Webinar on how they use microsites.
• Microsite Resources in the HUG Education Library
• Info on Higher Logic's Component Management Add-On

Higher Logic Success Team Contacts: successteam@higherlogic.com realmagnetsuccessteam@higherlogic.com informzsuccessteam@higherlogic.com

According to our guest, Kiki L'Italien, trust is an indispensable commodity. Gaining it takes both time and ongoing proof that trust in your association is well deserved.

KiKi has honed her approach to communications and strategy for many organizations – nonprofits and corporate alike – including Optica, American Red Cross National Headquarters, QVC, and the American Institute of Architects. Now a senior consultant with Tecker International, she speaks regularly about management strategy and cultivating communities of trust. KiKi is also creator and host of Association Chat, an online community, blog, and podcast reaching 72k individuals monthly. 

In this episode, you'll discover:

• Why trust is a commodity that’s hard to come by
• What associations are doing to both win and lose trust
• The dangers of conflict of interest and how it hurts trust
• Why who you have running partnerships is key to maintaining trust
• How to build trust at scale
• The need to be an effective trust-builder both digitally and in person
• How overcomplicating things in order to sound smart can lose trust
• The key to authenticity – genuine curiosity
• The right communication channels for the right group
• Why you should commit to delivering what you say you’re going to deliver
• Why it pays to be mindful of your digital body language
• Why you should create environments where members aren’t afraid to participate because they aren’t “perfect” enough
• Character and competency, a winning combination

Don't forget to subscribe to Association Marketing Pros (AMP), Beth's weekly newsletter for association marketers.

This year, ASAE's Marketing Membership & Communications Conference in Washington, DC was back in person and in full effect. Higher Logic's association evangelist and podcast host Beth Arritt and Product Marketing Manager Sarah Spinosa were in attendance, and summarize this grand event where over 700 marcom and membership professionals and experts gathered to learn and network. If you couldn't make it, hear Beth and Sarah cover some of the main points and takeaways in this episode of the Member Engagement Show, including:

• What's the difference between an "idea monkey" and "ringleaders"?
• Email tips that radically improve marketing performance, as well as some email myth-busting
• Creative integrations and providing journeys for members
• Distinguishing your mission and vision through storytelling
• Reaching members with omnichannel strategies
• The importance of member experience and personalization
• Cool ways the conference was able to get back to doing an in-person event

We always invite you to subscribe to the podcast so you don't miss any tips on how to get better member engagement for your association. And also don't forget to subscribe to Beth's AMP newsletter. 

How can you reach your diverse member segments in a personalized way? Why aren’t "best practices" always the best for your audience? How can you use mute campaigns to prevent unsubscribes?

Hear three association marketing professionals discuss these topics and more with Beth Arritt. You’ll come away with marketing plays you can adapt for your own association.

• Andrea Huggins, Senior Marketing Manager at the Association for the Advancement of Sustainability in Higher Education
• Annie Henderson, Corporate Marketing Manager at ASBO International
• Debbie Segor, Marketing & Communications Manager at the American Society for Nondestructive Testing

How can a solo marketer reach members in a personal way? How can you reduce member email fatigue? What happens when your marketing software doesn’t integrate?

See how our fantastic panel of association marketing professionals solves these challenges, and more.

You'll hear from:

• Ashley Baker, Executive Events Director at NiUG
• Brad Hon, Digital Content Coordinator at the Australian College of Nursing
• Amanda Dollman, Marketing and Communications Manager at the Resolution Institute

Along with Beth Arritt, your host and former marketing association VP. 

Do you want to make a difference at your association? Get members engaged and excited about all you have to offer? Listen to how Joe Delisle, Director of Council Relations at the American Medical Group Association (AMGA), makes this happen at his association. In this episode, he walks through examples of where he’s innovated with AMGA’s online community, events, membership benefits, and how it’s creating great results (to the tune of happier members, improved retention, higher NPS scores).

Did you hear the news? Higher Logic Thrive just launched! Our new platform makes it easy for associations to create powerful member experiences. Listen in to Beth's conversation with Chief Product Officer James Willey about how Higher Logic Thrive came to be. They’ll share everything it means for your association and your members. Here’s a sneak peek of what Higher Logic Thrive Platform enables you to do: engage members meaningfully throughout their lifecycle while saving time on key processes.

What drives your members to join and participate in your association? Do you really understand their motivators? Listen to speaker, author, and advisor Todd Henry discuss the approach he lays out in his book, The Motivation Code, and how it applies to association professionals. Understand that your members’ motivators will be different from yours, and learn what motivates them, and you’ll be much closer to creating programs, content, and member benefits that meet their needs.

Like many associations, the Public Affairs Council used to give new members everything at once. A big onboarding meeting, an emailed packet of information, a list of benefits – this process took a lot of time for the membership team. So they got together with Helen Taylor, digital marketing manager at the Public Affairs Council and today’s podcast guest, to create a new process: a series of emails to onboard new members, each with a video from a different staff member introducing a benefit. And it’s working! They’re saving time and doubling email engagement. Join us on the episode to learn more.

All communities need strategies, but every online community needs its own unique strategy. Hear how the American Association of Endodontists (AAE) approaches getting their audience engaged. Kim FitzSimmons, Chief Marketing and Communications Officer at AAE, and Natalie Hughes, Integrated Marketing Manager at AAE, join host Beth Arritt to share about their goals, how collaboration between marketing and community works, and challenges they’re overcoming.

Every association has issues it needs to champion – how do you mobilize your members around those issues? Chief Membership Officer Hans Weichhart joined us on the show to share the Educational Theatre Association’s approach to doing this. Join us to hear how EdTA has built a strong member network that mobilizes to support advocacy initiatives at a grassroots level – and how they’re rallying momentum to build advocacy efforts back up after the pandemic.

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

Join us on the show for a conversation between host Beth Arritt and transformational business leader Dawn Sweeney. Dawn shares executive level ideas that association leaders can apply to grow their businesses, such as the importance of continuous improvement in all areas of your association, and how to build and keep a great team. As the longest serving president of the National Restaurant Association, the president of AARP Services, and twice-named Trade Association CEO of the year, Dawn has built a reputation for operational excellence and innovative strategic thinking. Her advice in this episode is can’t-miss.

Your members are burnt out. You’re burnt out. How can you stay engaged, engage them, and reset in 2022 to stay fresh? Show host Beth Arritt and NiUG Asia Pacific’s Executive Event Director Ashley Baker got together to discuss some tactics associations can adopt to keep members and staff engaged. It might look like revamping benefits, introducing technology for member engagement, or something as simple as new formats for webinars. Listen to the episode to learn how you can bring some excitement to your member engagement strategy.

This week on The Member Engagement Show, Beth talks with Todd Hauptli, who she used to work with at AAAE(American Association of Airport Executives). Todd is now President and CEO of AAAE with previous experience in multiple areas at the White House and Capitol Hill. Today, he and Beth talk about what associations can be doing and thinking about as we go into 2022, including the challenges ahead and what you need to be doing for your members.

With staff turnover, does your association have the right processes in place? "The Great Resignation" isn't slowing down and greatly impacts our companies and our associations. Today, Beth Arritt and Josh Slyman discuss how to keep things moving for our members. They discuss how you can ensure continuity in your pipeline, help your members through your job board, and leverage automation to maintain renewals, onboarding, and prospect nurturing. Listen now!

This week on The Member Engagement Show, our host Beth Arritt sits down with Catherine Hackney to discuss how to keep your members engaged in a time where everyone is facing unique challenges. Catherine is Principal at Confident Communities Consulting, and today she brings her expertise to share ways we can increase member engagement and launch new communities. Tune in now!

What does personalization mean to you? How do you incorporate it into your marketing strategy? Today, Beth Arritt and Vivian Swertinski are here to help you perfect personalization. They discuss why it's so important to not only personalize your strategy but make sure you personalize correctly. Listen now for insights for better and more effective personalization. Also, Beth talks about her new newsletter: Association Marketing Pros.

This week on The Member Engagement Show, we're sharing a session from our 2021 Super Forum Conference. This session is all about meeting planning in an unsteady environment. Since the pandemic, many things have changed; one of those is how we put on events. Now, we can host events in-person, virtual, or hybrid to get the best of both worlds. Today's show will give you the tools you need to successfully plan your company's next event, from the type of event to sponsorship and presenter support. Listen now!

On this episode of The Member Engagement Show, our former host Alex Mastrianni interviewed Nancy Hahlbeck, Account Manager at Higher Logic and certified ADA Coordinator. The ADA is the Americans with Disabilities Act of 1990, prohibiting any type of discrimination based on disability.

Today, Nancy shares with us all things we need to know about the ADA and the process of becoming an ADA coordinator. She dives into the importance of web accessibility, including insights into how you can approach it with your organization. Listen now and find the AMP newsletter at bit.ly/AmpSubscribe.

This week on The Member Engagement Show, we are sharing a session from our 2021 Super Forum that includes Taryn Morrissey Buckley, Debra Heater, and Michael O'Neill. Taryn is a CSM here at Higher Logic, Debra is an Outreach Programs Manager, and Michael is a Business Analyst, both at Texas Medical Association. Their chat focuses on the Apple privacy changes and how they can affect email marketing campaigns. Debra and Michael share how these changes helped the Texas Medical Association understand what successful email marketing truly means. Listen now!

Slides from this session are available here: https://go.higherlogic.com/rs/016-CFB-719/images/2021%20SuperForum_Texas%20Medical%20Association_Final.pdf

Newsletters are a staple of association life. Members depend on them for news and information, corporate vendors bank on them for advertising and exposure, and your association relies on them for member touchpoints, engagement, and ad revenue. But just because these stalwarts are an institution doesn’t mean they have to read like a history book.

Is it time to rethink your association’s newsletter?

This week's episode is from our third and most popular session of The Association Marketers Guide to 2022. This session features community experts Beth Arritt and Annie Henderson. Listen now to elevate your newsletter!

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 Logic’s 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 experiences

Helpful Links: June 11 Webinar: Available Now - See Higher Logic's New AI Tools In Action Additional resources at higherlogic.com/podcasts.

Marketing automation isn’t just about automated campaigns – there is so much more to it than that! In this episode, Vivian Swertinski and Beth Arritt share the 5 hacks you can use marketing automation for that will save you time and make your life easier. Tune in now!

Your first automated campaign can be terrifying. Getting management and executives to buy in, knowing where to start, and emailing just the right amount can be difficult. That's why today's episode of The Member Engagement Show is a session from Higher Logics 2021 Super Forum Conference. Beth Arritt and Vivian Swertinski are hosts of this session and are here to give you insights and tips to help you run your automated campaign smoothly. Listen now!

In this week's episode of The Member Engagement Show, our new host and engagement expert, Beth Arritt, sits down with Katie Raeburn to discuss community management. Katie is an Online Community Manager here at Higher Logic. Today, she shares her expertise on online communities, including why HUG can be beneficial for marketers and insights to help you begin your HUG journey. Tune in now!

Over the last 18 months, we’ve seen communities spring up faster than ever before—digital became the primary way for members to connect. So we reviewed data from more than one thousand association member communities to identify the most common trends.

Check out this on-demand webinar with Higher Logic's resident online community experts, along with Cory Elford, Manager of Communities and Membership Marketing at Meeting Professionals International.

They share key findings from this year's report, with insights on some of the most effective tactics you can implement to boost member engagement at your association (and how to sustain it).