The association engagement series #1: What does engagement really mean?

What does engagement really mean? | MCI | Global engagement & marketing agency

In a cluttered, competitive digital space, what must associations do to drive value and enhance their brand?

Providing a high-quality member experience is an important component in an association’s engagement strategy, and while member engagement is something many associations strive for, they often have difficulty defining, measuring and pursuing it.  

Associations’ engagement strategy must focus on service offerings as well as the customer journey. But what are associations doing to build relationship strength with their members and customers, and how do you measure it? 

Engaged members and customers act as multipliers. The more an association has, the greater the growth.  Referrals are the most impactful — and the most economic — promotional tool any organisation can have. 

So, what are the secrets to greater relationship strength? 

This paper looks at the five drivers to build engagement and shares some insights, observations, and critiques about associations’ strategies. It also highlights how technology can be used as an enabler for member and customer engagement through customisation, value creation and relationship building. 

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associations engagement


About the author


jeroen van liempd

Jeroen van Liempd, Director Engagement, Associations & Communities at MCI Brussels. Expert in sustainable business models and governance structures that help associations generate, deliver and monetise value.


For more information, you can contact Jeroen at


About the white paper


This paper is one of our Future Proof Association Strategic Transformation series (F.A.S.T.). To find out more about F.A.S.T and how it can help your association visit 



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