For membership organisations, retaining existing members is just as critical - if not more so - than acquiring new ones. While bringing in fresh faces grows your base, your loyal members sustain the community, support initiatives, and act as your best advocates. But in an age where attention is fleeting, and competition is fierce, how do you ensure your members stay engaged and connected?
Enter video - a versatile, engaging medium that goes beyond static text and images to create a deeper emotional connection with your audience. Here are five impactful ways to use video to retain members and foster loyalty.
1. Highlight Member Success Stories
People love stories. Sharing relatable and inspiring member experiences helps foster a sense of community and demonstrates your organisation's tangible value. These videos can focus on how a member has benefited from your services, achieved a personal or professional milestone, or contributed to your organisation's broader mission.
Example:
If you're a professional association, showcase how one member leveraged a certification or network connection to achieve a career breakthrough. For a cultural or hobby-based society, feature members who have used their affiliation to access unique opportunities or experiences.
Why It Works:
When members see themselves reflected in these stories, they're reminded of why they joined in the first place. It also reinforces a sense of pride in being part of an organisation that values its members.
2. Deliver Value Through Educational Content
Your members likely joined because they see value in what you offer. Educational video content is a powerful way to consistently deliver that value. These videos can help members feel they're getting the most out of their membership, whether it's tutorials, workshops, or thought leadership pieces.
Ideas for Educational Content:
- "How to" guides: Teach members to use your resources or services effectively.
- Expert insights: Host interviews, livestreams or webinars with industry leaders.
- Exclusive tips: Share insider knowledge, techniques, or trends relevant to your field in short-form content.
Example:
A horticultural society might create a video series on seasonal gardening tips, while a legal association could provide updates on changes in legislation and how to navigate them.
Why It Works:
Educational videos enrich members' knowledge and skills, reinforcing the idea that membership is a worthwhile investment.
3. Leveraging Live Video to Foster Member Engagement
Live video is an increasingly powerful tool for membership organisations seeking to engage their audiences in real-time. By breaking down barriers and creating opportunities for authentic interaction, live video builds a dynamic, interactive platform for your members, strengthening the community feel and boosting engagement.
Ideas for Live Video:
- Live Q&A sessions allow members to interact directly with organisational leaders, industry experts, or key stakeholders. These sessions can address member concerns, provide updates, and offer insight into the organisation's goals and initiatives.
- Stream events to increase accessibility. Not all members can attend in-person events, but live streaming provides a way to include remote members. Whether it's a conference keynote, a workshop, or an award ceremony, live streaming ensures that all members have access to key moments.
- Interactive workshops delivered via live video can provide members with valuable learning experiences. To keep participants engaged, these workshops can include live polls, quizzes, or breakout discussions.
Example:
A professional society could host a live webinar with industry experts answering questions about recent trends or legislation, while a hobbyist organisation might offer an "Ask the Expert" gardening session.
Why It Works:
Live streaming humanises your organisation and fosters transparency, making members feel heard and valued.
A video beautifully produced by Astery capturing the magic at the 2024 Memcom Exellence Awards.
4. Regular Updates Through Video Newsletters
Text-based newsletters are informative but can feel impersonal and easily get lost in crowded inboxes. Video newsletters, on the other hand, grab attention with dynamic visuals and a human touch.
What to Include in Video Newsletters:
- Updates on upcoming events, initiatives, or projects.
- Highlights from recent activities, like event recaps or member achievements.
- Calls to action, such as signing up for events, renewing memberships, or joining committees.
Tips for Execution:
Keep it concise - around 60 to 90 seconds. Use engaging visuals, clear voiceovers, and subtitles to accommodate all viewing environments.
Example:
A monthly "What's New" video that includes short clips from events, updates from leadership, and a roundup of opportunities for members to get involved.
Why It Works:
Video newsletters add a personal and approachable element to your communications, making members feel more connected and informed.
5. Celebrate Milestones
Celebrating milestones is an excellent way to show appreciation and foster a sense of belonging. Video can make the celebration more meaningful, whether it's an individual member's anniversary or a significant milestone for the organisation.
How to Celebrate Through Video:
- Create videos that thank members for their contributions during organisational anniversaries.
- Send personalised milestone messages to members celebrating their own anniversaries.
- Highlight key achievements, such as reaching membership goals, hosting successful events, or completing major projects.
Example:
A professional organisation could create a "Year in Review" video to celebrate achievements, member contributions, and organisational growth.
Why It Works:
Celebrating milestones reminds members of their progress with your organisation and reaffirms their sense of pride and loyalty.
Retaining members is about maintaining a strong, consistent connection - video is one of the most effective tools for achieving this. From telling inspiring stories to delivering tailored content and celebrating milestones, video can create meaningful moments that keep your members engaged and loyal.
By thoughtfully integrating video into your member engagement strategy, you demonstrate value and foster a community that your members are proud to be a part of. The result? Deeper relationships, greater retention, and a thriving membership base.
