Signature January/February 2015 - 12

shortruns

7 WAYS TO INCREASE
MEMBER ENGAGEMENT
WITH YOUR APP
BY ANDREW SHACKELFORD

A well-developed and marketed app can
be a critical tool to drive member engagement. It can help maximize the benefits
of renewed membership, enhance volunteerism, increase non-dues revenue, and
expand event attendance. So how can an
app do all that? Here are seven ways to
create an app that helps increase member
engagement.

1|

Target it. Who do you want using
your app? Much of your app's functionality, user interface, and user adoption
marketing are derived from demograph12

JANUARY/FEBRUARY 16

signature

ics, needs, and behaviors of your target
market.
Conventional wisdom suggests that
your early app adopter will hail from the
younger generations, members who may
not yet fully be invested in the association
but are loyal to their devices. Creative and
marketing software and solutions giant
Adobe, Inc., however, suggests an alternate target demographic - one that is not
defined solely by age, but by behaviors.
These individuals make up approximately
20 percent of the general population and
are further along in the mobile adoption

curve than the rest of the population.
In their recently released 2015 Mobile
Consumer Report, Adobe identifies
mobile users:
n■ 34 percent are 18-29 years old
n■ 36 percent are 30-49 years old
n■ 30 percent are 50-64 years old
n■ 53 percent are male vs. 47 percent
female
n■ 1.9 mobile devices used vs. 1.8 for
the general consumer
n■ More likely to use a smartphone as
a primary device
Define it. What does increased
|
2 member engagement look like to

your association? Is it revenue-based,
showing up in your budget as consistent
membership renewals, increased event
registrations, or higher product sales?
Perhaps it manifests itself in headcount
metrics like better committee attendance,
more voting at the annual meeting, or
higher event attendance?



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