Let’s explore why strong community management is essential—not just online, but in every aspect of your members’ experiences.
Associations thrive when their members feel connected—not just to the organisation, but to each other. A strong community is the foundation of these connections, providing members with a space where they feel heard, supported, and empowered to share ideas, ask questions, and navigate challenges alongside like-minded peers. The value of belonging to a network of people who understand your struggles and experiences is immeasurable.
Yet, community management isn’t just about running an online platform or forum—it’s a strategic force that transforms passive membership into active engagement. A well-managed community doesn’t just facilitate discussions; it creates meaningful relationships, drives collaboration, and unlocks opportunities for professional and personal growth. A well-managed community can enrich members’ professional and personal lives, creating opportunities for networking, collaboration, and career growth.
If your association isn’t actively managing its community, you might be missing out on one of the most powerful tools for member retention and engagement. Let’s explore why strong community management is essential—not just online, but in every aspect of your members’ experiences.
Building Life-Long Connections
While online communities like LinkedIn groups, private Facebook pages, and member portals are fantastic tools for engagement, community management isn’t just about digital interactions. It’s about fostering a sense of belonging, ensuring that members feel connected whether they’re attending an event, engaging in discussions, or mentoring one another.
Example: Imagine a group of young professionals stepping into their careers. Without an engaged community, they might join as student members, attend a couple of events, exchange contacts, and eventually drift apart. But with active community management, those same individuals can forge lasting relationships—joining mentorship programs, engaging in meaningful discussions, collaborating on projects, and even leading initiatives for the next generation. The result? A network that not only supports them in their early careers but stays with them for life, fostering lifelong friendships, professional connections, and a deep sense of belonging that keeps them engaged at every stage of their journey.
A strong community isn’t built by accident—it’s nurtured through strategic efforts that keep conversations flowing, encourage participation, and create opportunities for meaningful interactions.
How Community Engagement Elevates Events
Events are a major touchpoint for associations, bringing members together to learn, network, and collaborate. However, without a strong community, these connections often fade once the event is over. A well-managed community can build excitement before an event, ensuring attendees arrive engaged and ready to participate, and keep the conversation going long after it ends—turning a one-time experience into ongoing engagement.
Here’s how community management enhances events:
- Pre-Event Engagement: A dedicated online space, such as a forum or event-specific group, allows members to introduce themselves, discuss key topics, and connect before they even step into the venue. Organisers can also use this space to share sneak peeks, behind-the-scenes content, and interactive discussions to generate buzz. Additionally, associations can facilitate early engagement by enabling members to connect with keynote speakers in advance, submit questions, and shape session discussions.
- Stronger On-Site Connections: When members have already interacted online, in-person networking becomes easier and more meaningful. Icebreakers, discussion threads, and attendee matchmaking tools help facilitate introductions and create a more engaging event experience. Associations can also set up dedicated community spaces at exhibitions where attendees can continue online discussions in person and use pre-scheduled time slot booking tools to coordinate meetings ahead of the event.
- Post-Event Continuity: Once the event is over, keeping the conversation alive is crucial. Follow-up discussions, exclusive content, and ongoing networking opportunities help members deepen relationships and apply what they’ve learned. Associations can host post-event Q&A sessions with key speakers, create collaborative projects based on event themes, and encourage members to share key takeaways to reinforce learning and maintain engagement.
Example: A professional association hosting an annual conference created a private online group for attendees a month before the event. Members had the opportunity to connect with keynote speakers in advance, submit questions to be addressed in live presentations, and share session recommendations. This early engagement made networking at the event feel more natural and productive. Afterward, the community remained active with post-event discussions, session recaps, and ongoing collaboration opportunities. This approach strengthened professional relationships as members felt more invested in the association’s ongoing conversations.
By integrating community engagement into event planning, associations can turn a single event into a long-term engagement strategy, ensuring members stay connected, involved, and excited year-round.
How Community Management Enriches Members’ Careers
One of the reasons members join associations is for career growth. A well-managed community provides a platform for members to learn from each other, exchange ideas, and access exclusive opportunities.
- Networking Opportunities: Members can connect with industry leaders, potential employers, and peers who share their interests.
- Knowledge Sharing: Community discussions, webinars, and collaborative projects allow members to learn new skills and stay updated on industry trends.
- Mentorship and Support: A strong community fosters mentorship, where experienced professionals can guide newer members, creating long-term professional relationships.
- Leadership Development: Associations provide opportunities for members to take on leadership roles within committees, special interest groups, and advisory boards, building their influence and experience.
- Collaboration and Innovation: A connected community fosters collaboration on projects, research, and advocacy initiatives, driving innovation and thought leadership within the industry.
- Advocacy and Representation: Associations provide a collective voice for members, representing their interests in policy discussions, industry standards, and regulatory matters.
- Lifelong Professional Relationships: Unlike traditional networking, associations create communities where members stay connected throughout their careers, forming friendships and professional bonds that last a lifetime.
Example: A professional association introduced a virtual coffee chat initiative as part of its new member onboarding process. This simple yet effective engagement strategy helped newcomers connect with peers in similar situations, making them feel welcomed and part of the community from day one. By facilitating regular, structured interactions, the association fostered deeper connections, ensuring that new members didn’t just join the organisation but became actively engaged. The result? Stronger relationships, increased retention, and a sense of belonging that supported members throughout their careers—proving that a well-managed community is key to long-term engagement and professional growth.
Stronger Communities = Stronger Associations
When members feel part of a thriving, engaged community, they’re more likely to stay involved, renew their memberships, and advocate for the association. Community management directly impacts retention and growth by ensuring members see the value in staying connected.
Here’s how:
- Higher Member Retention: Members who build relationships within the association are more likely to renew year after year.
- Increased Engagement: Active communities drive participation in events, webinars, and discussions.
- Member-Led Growth: When members feel a strong sense of belonging, they naturally promote the association to their peers.
Example: A trade association facing declining membership recognised the need to strengthen its community and engagement efforts. To address this, they implemented a multi-faceted strategy that combined digital and in-person initiatives to foster deeper connections among members. They launched an exclusive online forum where members could exchange insights, ask industry-related questions, and participate in discussions moderated by experts, creating a hub for networking and knowledge sharing. Recognising the value of face-to-face interactions, they introduced regular regional meetups, allowing members to connect locally, discuss industry challenges, and build meaningful relationships beyond virtual spaces. To further enhance the membership experience, they developed an ambassador program, where engaged members took on the role of welcoming newcomers, guiding them through the association’s resources, and integrating them into the community from day one. As a result, the association saw increased engagement, improved retention rates, and a rise in word-of-mouth referrals, ultimately transforming it into a thriving, connected, and actively engaged membership community.
Learn How to Build and Manage a Thriving Community—Join Our 4-Week Course!
Creating and managing an engaged, thriving community doesn’t happen overnight—but with the right strategies, you can transform the way your association connects with its members. That’s why Membership Marketing School, in partnership with Australian Community Managers, is hosting “Community Management Intensive for Associations”, a 4-week virtual course designed to help you:
- Build a comprehensive strategy for community success
- Spark genuine engagement and connection within your community
- Learn which metrics matter most in community management
- Discover the best practices for fostering an inclusive and safe environment without stifling engagement
We’re incredibly fortunate to have Venessa Paech delivering this course! Venessa is a powerhouse in the world of community management, with an impressive track record working with organisations like ABC, University of Sydney, Bunnings, Lonely Planet, and REA Group, to name just a few. She’s also completing a PhD on AI’s role in online communities—so expect cutting-edge insights! As Co-Founder and Director of Australian Community Managers (ACM), Venessa has been shaping the future of community professionals across the country.
If you’re ready to turn your association into a vibrant, engaged community where members feel connected and valued, this course is for you.
Join us and start building the kind of community that keeps members coming back year after year!
MemberBoat is a digital marketing agency dedicated to helping professional associations, industry bodies and other membership organisations embrace emerging digital marketing tools, create a more commercial mindset and simplify their journey to digital transformation.
