The New Rules of Engagement: Understanding and Using Member Value to Drive Engagement

For most association members, “engagement” is not really all that engaging. Associations struggle to engage and keep members because they don’t understand the new rules of engagement, which are increasingly member-value-driven and defined. By shifting their perspective to the members’ point of view and putting engagement at the service of value, associations can revolutionize they way members and associations interact, engage, and grow together.

What You’ll Learn:

• A new concept of engagement that goes beyond volunteerism
• Tools for using what members value to drive engagement
• New ways to engage with your members you can act on immediately

About Andrea Pellegrino

Andrea Pellegrino, is Principal of The Maia Marketing Group, LLC, which she founded 12 years ago. She is an expert at building dynamic, long-term relationships between associations and their members and customers, and has a successful track record in increasing retention and recruitment and putting associations on a path to growth. In her 25 years of experience in association marketing, and membership development Andrea has helped more than 50 not-for-profit organizations turn their research findings, strategic planning goals, and organization brands into successful, market-driven realities.
Andrea Pellegrino and Anna Caraveli are co-founders of The Demand Perspective—a new think-tank and consultancy that aims to revolutionize the way associations engage, communicate with, and relate to their markets in the knowledge age. Andrea and Anna are the authors of the soon-to-be-published ASAE book, The Demand Perspective, which explores how to reorganize membership organizations around what members really need, value and use to create a nimble, resilient, customer-focused organization positioned for long-term member/customer growth, sustainability, and market leadership.