New Community Brands Report Reveals What Members Want from Their Professional Associations and What Makes Them Loyal
Member Engagement and Loyalty Study Offers Deep Insights into Member Sentiments and Behaviors Based on Career Stage, Loyalty Segment and Other Factors
Community Brands, the leading provider of cloud-based software solutions for associations, nonprofits, schools and faith-based groups, announced the release of the new Member Engagement and Loyalty Study at Xperience 2019, the leading technology conference for associations, nonprofits and K-12 schools hosted by Community Brands. The study’s findings include perspectives from association members and professionals on key topics that impact member recruitment, participation and retention. The study also offers deep analysis of member sentiments and behaviors based on career stage, loyalty segment and other factors.
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One of the notable findings from the study is that members prioritize benefits differently throughout the career lifecycle. For example, job opportunities are critically important to those members who are early in their career, while those who are mid-career find professional training most valuable. Over time, these benefits become less important, while other benefits – including code of ethics and timely industry information – become more valuable.
“Digging deep into member sentiments, we see that members join organizations for different reasons than why they stay,” said Erin Shy, Managing Director, Association and Nonprofit at Community Brands. “As associations develop their strategies, it’s important for them to understand what benefits members value at various career stages and which ones drive recruitment, engagement and renewal.”
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The study answers key questions about member interests and priorities, including what benefits members value most, which benefits have the biggest impact on loyalty, how member engagement correlates with loyalty, and how member priorities and loyalty change throughout the career journey. The report also includes recommendations about what organizations can do to align their strategies with member values and behaviors.
Community Brands is the leading provider of cloud-based software and payment solutions to associations, nonprofits, K-12 schools and faith-based groups. Through innovation and technology, the company empowers more than 120,000 clients and partners to succeed faster, grow stronger and achieve social good. Organizations adopt Community Brands software to manage memberships, career centers, learning, accounting, mobile giving, peer-to-peer fundraising, donations, admissions, enrollments and events.
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