Expanding Local Reach – Online Communities and Chapter Engagement
Local chapters in associations often act as the “on the ground” face of the association. Working with staff to engage members regionally and help connect them to the association’s mission is a part of what they do, but they also play a part in meeting the needs of association members on an ongoing basis. That means that, outside of the annual meeting, chapters play an important part in providing continued networking and education to members at the local level.
Often done though chapter meetings, professional development days, or mini conferences, this engagement causes a lot of work on the part of the chapter leaders and volunteers. They are not only running a chapter, but they are event planners, they are content developers, and they are people connectors among many other things all while trying to gain new members and keep the ones they have. Scaling engagement and reach can seem like quite a task. That’s where online community can help.
Many association chapters are already using online community models to keep their members engaged, long before organizations had no other choice (at least for the time being). So, what is the value that it provides to local engagement?
Meeting members where they are
For many chapters, regular chapter meetings are key to ongoing engagement at the local level. Often held on a weeknight (but not always), these meetings give chapter members an opportunity to network with one another in person, hear from great speakers, exchange knowledge, and get to know their leadership. However, this is not always a convenient method of engagement for some chapter members. They may have competing priorities, be running late from work, or simply don’t enjoy in-person meetings all that much. By incorporating online community into the overall engagement strategy, chapters give members options. They can attend an in-person meeting or network online. They can watch a recording of the meeting presentation or participate in other programming when they have the opportunity. The pressure to make sure they make it to a chapter meeting is lifted because they can choose how they wish to engage, which is a huge value to chapter members.
Extending chapter reach
Chapters are meant to provide local connection for an association. However, sometimes local isn’t so local. Sometimes the closest chapter is 50 miles away for a member. No matter how much they may want to participate in meetings and events, a 50-mile commute is not ideal. Providing an online community for all your members not only gives them access to a different way of gathering but provides them the opportunity to stay connected to their chapter. Additionally, it provides potential members ways to engage when they may have thought that joining was not a viable option due to distance.
Content delivery options are endless
Want to hold a larger conference? Hold it virtually through your online community. Thinking about co-working sessions but having trouble finding a good space that’s affordable? Hold a virtual co-working session within the online community. While there is a certain magic that cannot be replicated with in-person events, there is also a lot of value (and fun) that can come from online events. They’re scalable, flexible, and speaks to meeting members where they are and expanding your reach. Dinner meetings and professional development days should certainly remain staples for engagement for chapters. But it’s also worth looking at how events delivered through your community diversifies your chapter, allowing you to bring more global voices, expansive experiences, and innovative ways to keep your chapter members connected.
In conclusion, chapters can benefit greatly from having online communities as part of their ongoing engagement plan. They don’t replace your current programming and strategy, but rather enhance what’s working well by providing your chapter members additional options for staying engaged with you. It also provides new volunteer opportunities for your chapter members, as online community management and moderation is a must for these spaces. When thinking about how to provide added value through your chapter, online communities could be the key.
Have your association chapters incorporated online community as part of their engagement strategy? Tell us how in the comments below!