Engagement is a buzzword these days, and a buzzword can be somewhat frustrating–we know it’s important, but we are not clear on exactly what it means, and/or there are multiple definitions of the concept(s) that serve to confuse us more than enlighten us. That is precisely the case with “engagement” in the association community.
Based on our initial research and work with several associations on engagement strategies, we identified several different “buckets” into which engagement conversations are falling. They all argue that increased engagement is better for the association, for the bottom line, as well as other metrics, but the way they make that connection varies in each conversation bucket.
The handout below, which we have shared during presentations at association conferences, summarizes this for you.