Associations and nonprofits have struggled to find their footing over the past two years. With a reliance on revenue from annual in-person conventions and volunteer-based leadership, these organizations often lack the resources to adapt as quickly as they would like. As a result, the long-term viability of many like-minded groups remains a question.
Harnessing technologies that unite members is a must. In a world where plans can change at a moment’s notice, associations and nonprofits will need to be proactive to maintain the allegiance of their bases. Buy-in (figuratively and literally) and engagement are the cornerstones for a successful future. Associations need their members to be loyal and active to be relevant. Yes, they need the annual dues, but much more important is dedication to register for and attend virtual events in this new world order.
Exhibitors and sponsors will not view associations, nonprofits and other similar organizations as charity chases. They want their money’s worth, which comes in the form of interaction, clicks and conversions. Ultimately, both associations planning meetings and events and the exhibitors and sponsors—whose involvement funds the gatherings—are after the same goal: Engaged members/attendees are the golden goose.
So far, cracking that egg while producing virtual events has proven a challenge. Statistics show 45% of associations saw a decrease in renewals and 47% saw an overall decline in membership in 2020. A number of associations and nonprofits remained reliant on internet-based gatherings in 2021. Rather than seeing the switch to virtual as a negative, it behooves associations to harness the full power of digital programs. With the right strategy, organizations can demonstrate their value to attendees and business partners. By focusing efforts on engaging membership through virtual experiences, in turn, sponsors and exhibitors will reap the benefits.
So, what’s the right strategy? Exhibitors and sponsors can capture ROI at virtual events organized by associations and nonprofits in a few ways. We’ve seen the following methods produce greater interaction and enjoyment among attendees, which, in turn, will propel membership drives and retention efforts.
1. Host smaller but more frequent events throughout the year.
Membership decline is an indication that associations and nonprofits are missing opportunities to connect with their base. Even if, as hoped, there is a return to the traditional in-person annual meeting, structuring a calendar of virtual events promotes yearlong communication and engagement. This is not a case of either/or when it comes to IRL (in real life) events versus virtual ones. Disregarding digital programs limits the chance to show why memberships and sponsorships are worth the dollars invested.
Attendees’ time and attention spans are not going to increase. Rather than fight a losing battle, adapt with a series of short, focused events designed with a clear purpose. In this case, don’t try to be all things to everyone in one session. Over time and with the right mix of events, the value of the association will become clear.
The following types of events will benefit attendees and feature inherent opportunities for sponsors and exhibitors to extend their brand reach:
- Education. Training toward certification has and will always be a major benefit for members. Select an interval—once per month, quarterly, biannual—that works best for your audience and launch a series. Sponsors can own a yearly package or just pick a one-off featuring a specific topic. Better yet: Let a sponsor representative speak to attendees prior to the education session for an added layer of exposure and opportunity to speak directly to the audience.
- Networking/team building. Digital happy hours are the new water coolers, where attendees can let their hair down and interact with the whole organization rather than just immediate team members. When hosting these more casual breakout sessions for networking or team building, make the exhibitor or sponsor part of the experiences—such as by labeling breakout/networking rooms, for example—to further promote the brands.
- Charitable events. Millennials, in particular, are known to gravitate toward giveback opportunities. Find a cause that matches your mission to help the greater good beyond your organization. Participating in fundraisers and other activations will be a fulfilling experience for attendees and an opportunity to align their values with partners.
- Membership-drive events. This event has a clear purpose that can be achieved in-person, online or mix of both. The format is a platform to reiterate the association’s purpose and value, providing a foundation for attendees to decide to retain membership.
- Meet-and-greet opportunities. Build FOMO by creating an exclusive event featuring a private performance or keynote. The right personality could fill a virtual room quickly in an environment sure to see action in the chat room. Sponsorship to such an event shows the value of the partnership, further magnified if the exhibitor has the connection that leads to the celebrity performer. It’s important to remember virtual events are a more economical way to include big names and are far easier for the honored guest to join since he or she won’t need to travel.
- Award ceremonies. As we will discuss more in depth later on, events highlighting member accomplishments build community engagement. Sponsor-donated prizes and swag add a tangible method to reach attendees.
- Nonmember awareness events. By granting nonmembers access to events, organizations have a forum to demonstrate their importance—the best case for recruiting new members and increasing registration numbers at members-only events. Plus, familiarity leads to popularity, and awareness-focused events allow organizations to shine a spotlight on their mission, creating a larger base to follow future achievements.
2. Utilize gamification to drive active participation and build loyalty.
Now that we have established what sorts of events could be mutually beneficial to the host organization and its financial partners, it’s time to examine building greater interaction. A growing trend is games. This makes sense for a number of reasons, including:
- Building greater community among attendees
- Breaking down barriers of division
- Creating FOMO when attendees share their enjoyment on social media or in conversations post-event that will pique interest of those who missed the fun before
Build momentum for a breakout room, mystery game, trivia night or another activity through an information campaign. Sponsors of the big occasion could attach its logo to pre- and post-event communication, to say nothing of the opportunities during the event. Have sponsors award prizes and share in the action. Active participation builds attachment and loyalty, a main objective of the organization and exhibitors.
3. Make a deal.
One of the most effective ways to drive membership and attendance to events is to merge the two. Translation: Make an offer that attendees can’t refuse (like a giveaway or standard gift, for example) to join the association or renew membership when they registering for one or more virtual events. This tactic reinforces events as a tool to demonstrate what associations offer to members, underscoring why exhibitors should maintain their commitment to the group’s gatherings.
4. Turn on the spotlight.
Traditional advertising can only go so far to boost an exhibitor or sponsor trying to maximize exposure. Instead, turn to your partners to help turn the spotlight on your members. A little recognition goes a long way toward feeling like an essential part of an organization. Furthermore, a sponsor-led effort demonstrates a commitment to an entire association or nonprofit—and not just the leadership sales representatives typically coordinate with.
An email blast or social media campaign adds visibility—and clickability—to the sponsor’s efforts. Better yet, make the award winner social media manager for a day! Complete the cycle with the recognition becoming formalized during that awards ceremony we discussed in our first recommendation.
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There isn’t a one-size-fits-all solution to ensuring exhibitors and sponsor get the return they’re expecting, but taking a holistic approach in which strategies attract more attendees who are well engaged is going to benefit all parties.
For more insight on effective strategies for building an association’s brand loyalty, as well as gaining new members and retaining current ones, click here.
