In a recent video interview with The A100, recorded live at ASAE’s 2024 Annual Conference, Shannon Reed, senior director of engagement at the Electrochemical Society, shares their approach to driving membership growth and building community.
Reed highlights success in increasing membership by nearly 4,000 since the pandemic, thanks to a renewed focus on member feedback and engagement strategies. He also emphasizes the importance of understanding member needs and customizing their experiences.
Additionally, Reed discusses the Free the Science initiative, which advocates for open access to research, providing valuable insights into how associations can successfully drive engagement while advancing their mission.
– Colleen Lerro Gallagher, OnWrd & UpWrd, The Association 100
Advocating for Open Access: A Game-Changing Strategy
One of ECS’s most ambitious projects is its commitment to Open Access, a model that provides unrestricted access to research and knowledge. Shannon highlighted the strategic shifts ECS undertook to make Open Access a reality.
From Fundraising to Engagement
Initially, ECS’s Open Access strategy focused on fundraising, but the organization quickly recognized the need to build a culture of engagement. By identifying government funding opportunities and revisiting their revenue model, ECS was able to make significant strides.
Operational Efficiency as a Catalyst
Efficiency became the cornerstone of the Open Access strategy. ECS reinvested additional revenues into the initiative, enabling them to offer nearly unrestricted access to their digital library of over 200,000 articles. Members currently receive a 75% discount on article processing charges, bringing ECS closer to achieving full Open Access for its nearly 10,000-strong community.
The Future of Open Access
As global trends shift toward mandating Open Access for government-funded research, ECS is at the forefront of this transformation. By aligning its strategy with these emerging requirements, the organization ensures its members remain at the cutting edge of scientific research.
Innovative Approaches to Membership Engagement
Membership engagement isn’t one-size-fits-all. Shannon shared a compelling analogy to explain ECS’s approach: the “Dance Floor Theory.” This concept illustrates how associations can cater to members with varying levels of engagement.
Understanding the Dance Floor
- The Enthusiastic Dancers: These are members fully immersed in the organization—volunteering, serving on committees, and dedicating significant time to its mission.
- The Wallflowers: These members prefer a more passive role but can still benefit from targeted engagement efforts.
- Outside Observers: These individuals have yet to join the association but might be persuaded to step inside.
Tailoring the Experience
ECS focuses on creating customized journeys for each member type. For instance:
- For active members, they offer leadership opportunities and recognition.
- For less engaged members, ECS provides low-barrier activities that encourage small steps forward, such as attending an event or participating in a survey.
- For prospective members, the organization highlights the tangible benefits of joining, ensuring they see the value of taking that first step.
This nuanced strategy has been instrumental in cultivating a diverse and thriving membership base.
Staying Ahead of Industry Trends
ECS’s proactive approach extends beyond member engagement and Open Access. The organization continuously monitors industry trends and adapts its strategies to stay relevant.
Responding to Policy Shifts
Shannon discussed the increasing push for Open Access in government-funded research, particularly in the U.S. As more governments mandate transparency for taxpayer-funded studies, ECS is well-positioned to lead the charge.
Expanding Educational Offerings
With programs like the Battery Workforce Development initiative, ECS not only addresses current challenges but also anticipates future needs. This forward-thinking mindset ensures that the organization remains a vital resource for its members.
Key Takeaways for Association Leaders
Shannon’s insights offer valuable lessons for association leaders looking to enhance their organizations:
- Put Members First: Continuously ask, What’s in it for them? to ensure your initiatives align with member needs.
- Leverage Data: Use analytics and direct feedback to make informed decisions.
- Foster Engagement Across All Levels: Recognize that not all members will engage in the same way and tailor experiences accordingly.
- Embrace Operational Efficiency: Streamline processes to reinvest in programs that drive value for members.
- Anticipate Trends: Stay ahead of policy and industry changes to maintain relevance.
Conclusion
The Electrochemical Society’s success under Shannon Reed’s leadership showcases the power of member-centric strategies. By prioritizing engagement, leveraging data, and adapting to emerging trends, ECS has achieved remarkable growth and positioned itself as a leader in its field.
For associations worldwide, ECS serves as a shining example of how to evolve and thrive in an ever-changing landscape. By following these principles, organizations can unlock new opportunities, deepen member connections, and create lasting impact.
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