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Rising Member Expectations

How to Match Rising Member Expectations in 2019

We live in a highly advanced, highly personalized world. Voice assistants, same-day delivery, and on-demand content are becoming the norm. And while that’s great for us as consumers, it can be a challenge for those in the business of customer service (your association or chamber included).

Your members are expecting instant service. They’re comparing your organization to companies like Amazon and eBay. And while none of us can directly compete with retail giants like that, there are several things you can do to meet - and even exceed - rising member expectations in 2019:

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3 Micro-Learning Opportunities to Consider Offering in 2019

Posted by Callie Walker

Micro-Learning Opportunities

If there’s one thing we all have in common, it’s lack of time. There just never seems to be enough hours in the day! And your members likely feel that too, which can sometimes put a strain on overall member engagement. (Engaging with your organization takes time.)

Enter micro-learning opportunities. These are basically the same online learning opps you’re likely offering now, but in a shortened, more easily-digestible format. And they’re incredibly appealing because they’re valuable, but also easy on the calendar - and who doesn’t want that?!

Not sure what micro-learning opportunities actually look like? Here are three to consider offering at your organization in 2019:

1. Shortened webinars

Most webinars are typically 30 - 60 minutes long. And those are certainly good to have and keep offering. That time frame allows you to dive deep, or at least semi-deep, into a topic, and that’s what a lot of your members and prospects want. (They are there to learn, after all!)

But in addition to those 30 - 60 minute webinars, you may want to consider offering shorter webinars. Think 15 - 20 minutes. Now yes, that’s not enough time to dive deep into a topic, but it is enough to time to cover two or three tips or best practices. And then, if you still want to do a deep dive, you could offer a corresponding hour-long webinar the following week for those who are interested and want to learn more.

The point here, though, is to provide your members who are pressed for time an opportunity to engage and derive value from your organization. That’s what they’ll be thinking about when renewal time rolls around. What value did I and will I receive?

2. Weekly email courses

Courses are a great way for your members to learn, but they often take a bit of time to complete. Consider putting a micro-learning spin on traditional courses.

Here’s how this might look: You’d pick a topic, then split it into parts (say three to four parts). You could then record someone diving in and explaining those three to four parts. Think of it as an hour-long webinar, but split into pieces. Then, for your members who “register” for the course, you could send them those videos via email on a weekly basis, allowing them to tackle that topic, but in a much more lax time frame.

Note: We’re using the term “course” in a very general sense here. You may be offering longer courses to your members as part of an accreditation program via a learning management system - and we’re not suggesting you change that setup! Rather, think of these courses as an alternative format to your webinars; just another way for people to consume content and learn. (And if you’d like to call them by another name to avoid possible confusion, that’s totally fine too!)

3. “In 100 words or less” blog posts

Now you may blog for your organization or you may not. And if you fall into the “may not” category, it may have something to do with the fact that you don’t have time to write posts on a regular basis, which is completely understandable.

But blog posts don’t have to be long! And in fact, as part of this micro-learning initiative, you may want to consider putting together a series called “In 100 Words or Less.”

Each week (or however often you’re able to blog), you could pick a topic and explain it in 100 words or less. (Or 200, if 100 seems too limiting.) For example, LinkedIn advertising in 100 words or less. Or, nursing news in 100 words or less, which you could put together and publish weekly.

Not only would these be fairly easy for you to write, but they’d be appealing to your members because, just by reading the title, they’d be able to see that those are quick, easy reads.(And then if you wanted to link to a longer content piece at the bottom of those posts, you could.)

Remember, this is all about engagement. Your members are busy, so it’s about creating opportunities that even your busiest members can utilize.

Want more tips for engaging your members - via your website, email, events, etc.? Check out our free guide, Membership Engagement for Small-Staff Associations, below!

Membership Engagement  A comprehensive guide to engaging your organization's membership Download this guide 

Topics: Small Staff Chatter, member engagement

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