Association leaders are always looking for ways to expand their membership and renewal rates. Lately, however, it has become even more of an uphill battle. In fact, according to a number of recent surveys over the past few years more associations are seeing member stagnation or declines than they are seeing growth. In one survey published by Wild Apricot, over two thirds of professional organizations reported difficulty growing their membership numbers.

To turn this trend around, leadership at some organizations have been trying new strategies, such as developing online resources and apps, beefing up marketing initiatives, and revising programming.

While these tactics may help, they are missing the root of the issue. The key to successful membership growth is building member engagement. Such engagement can only happen when decisions are made with high emotional intelligence (EQ), which is the ability to identify emotions and understand the key role they play in influencing an individual's thoughts, words, and actions. In fact, having EQ is mission critical for professional association leaders.

Few platforms can replicate the experience and connections that members enjoy. These organizations can be a springboard to new jobs, new customers, partners, skills, ideas, business deals, friendships, and more. But unlocking those benefits depends on a member’s level of engagement. Members need to attend meetings and events, connect with other members, and volunteer to serve on committees. However, members will be the most engaged and committed when the experiences you offer create a positive emotional response.

The key to successful membership growth is building member engagement, and that can only happen by making decisions with high emotional intelligence.

Here are four tips for drawing on high EQ to improve the member experience within your association and increase engagement and positive feelings.

Get in Touch With Their “Why”

Networking and professional development are often the top reasons for joining a professional association. Members can build their network by attending conferences, chapter meetings, and other events. Professional development comes from unique educational experiences such as seminars, training programs, workshops, and conferences. Many associations also facilitate professional development indirectly by connecting members to mentors.

However, participating in a professional organization offers many additional benefits your members can’t get anywhere else, such as a sense of community with like-minded individuals, as well as opportunities to make a difference in the industry.

When members join an association, they join for a reason. And whatever that reason is, it’s important to them—and that means it should be important to you too. That’s why you need to audit the experiences you are currently offering and maximize them in the future using feedback from members through surveys and informal discussions.

Clarify Your Association's Value Proposition

What value does your organization offer to its members that they can't get anywhere else? Exclusive training or other educational resources? What about events? What are your ideals and mission?

There are two reasons why this is important. First, clearly communicating your value proposition to your members and getting them to believe and trust in that value can make a big impact on membership renewals. One recent study found organizations that had members who recognized the value proposition reported higher renewal rates than those with members who didn’t. Second, you need this information, coupled with the reasons why members join your association, to guide your strategic decision-making.

Strengthen Your Communications

It’s common for professional associations to reach out to new members when they first join the association. Typically, this takes the form of a standard email that lists all the different features and benefits the membership offers. But it shouldn’t stop there.

Initiate member outreach with a personal touch from day one. After the welcome email, give your communication a more personal touch with a phone call, personal email, or a physical letter. Direct new members to a dedicated forum where they can ask questions and get information. Always keep your finger on the pulse of member satisfaction and mood.

Integrate Personalization Into Your Engagement Efforts

A way to interact in a more in-depth way with your members is to send out personalized content that is directly relevant to them. For example, include a rundown of recommended courses, events, and job opportunities. Make sure the offerings are relevant through data capture and with automated platforms that can track, record, and analyze specific member actions, like clicking on a webinar or watching a video.

There are many ways to expand membership and renewal rates. But to give your efforts the best chance for success, it’s essential to take into consideration your members’ emotional experiences.