Member Engagement Strategy: Insights from the FSAE Think Tank

In an environment where member expectations evolve faster than organizational structures, effective association management depends on one thing above all else: the ability to listen, test, adapt, and lead with intention.

That mindset was at the center of the Florida Society of Association Executives Foundation Think Tank: The Member Engagement Lab, facilitated by Amanda Kaiser and focused on Experimenting with Tomorrow’s Tactics. Greg Brooks participated alongside peer leaders to explore how associations can create member engagement strategies that feel human, relevant, and sustainable, not performative or transactional.

While the tools and technologies discussed continue to evolve, the principles surfaced during the Think Tank remain deeply relevant and continue to shape how we approach association management today.

Effective Member Engagement Strategy Starts With Attention and Intention

One of the strongest themes to emerge was the neuroscience behind engagement. Attention is not guaranteed. It must be earned early and reinforced intentionally. Simple shifts such as incorporating light interactivity, visual cues, or collaborative exercises at the beginning of meetings or onboarding experiences can dramatically improve focus, memory, and emotional connection.

This reinforces a core belief we hold in our management approach: engagement is not about volume or frequency. It is about designing experiences that respect members’ time while giving them a clear reason to care.

First Impressions Are Strategy, Not Soft Skills

The Think Tank emphasized that the welcome experience sets the emotional tone for the entire member lifecycle. Associations often invest heavily in programs while underestimating the impact of the first few interactions.

Using the “336 Rule”, which examines how members experience their first 3 days, 3 weeks, and 6 months, participants were challenged to look beyond transactional onboarding checklists and instead evaluate whether new members feel seen, supported, and confident navigating the organization.

This perspective aligns closely with how we evaluate association operations. Processes are important, but perception is decisive. Members stay where they feel clarity, momentum, and belonging.

Automation Works Best When It Feels Human

Another key takeaway centered on the thoughtful use of automation. When done well, automation does not replace relationships. It protects them by ensuring consistency, follow-through, and timely touchpoints.

Ideas explored included structured welcome webinars, re-engagement campaigns for inactive members, and leadership communication that uses short video or personalized messaging to scale authenticity without losing warmth.

From a management standpoint, this reflects maturity. Tools are only as effective as the strategy behind them. Our focus remains on using systems to reinforce trust, not replace it.

Experience Is the Real Value Proposition

Across discussions, one truth became clear: members often judge value less by benefits listed and more by how interactions make them feel. The member experience must evolve continuously, often faster than internal processes or governance models.

This is where small, low-risk “tiny tests” become powerful. Rather than large-scale overhauls, incremental experimentation allows associations to learn quickly, respond intelligently, and build confidence among both members and leadership.

It is the same approach we apply in management. Stability does not mean stagnation. It means disciplined progress.

Why This Still Matters

What made the Think Tank impactful was not a single tactic or tool. It was the shared recognition that engagement is not a campaign. It is a responsibility.

Greg’s participation reflects the kind of leadership we believe associations deserve. Leadership that stays curious. Leadership that values evidence over assumptions. Leadership that understands that long-term success is built through intentional experience design, not reactive fixes.

For organizations seeking a management partner who brings perspective, tested insight, and a deep respect for member trust, these principles are not theoretical. They are foundational to how we work every day.