According to a 2025 benchmark report, the top goal among membership organizations this year is to increase engagement. Accomplishing this goal, however, is easier said than done.

Engaging your association’s members requires more than simply adding benefits or churning out a lot of educational content. A successful engagement strategy depends on how well you know your members and tailor their experiences to their needs. With the right technology, your association can stay on top of each member’s preferences and provide the value they seek—year after year.

Let’s break down four types of tools that can transform your member engagement and retention for the better.

1. Association Management Software (AMS)

Membership management software is a fundamental component of your association’s technology toolkit, streamlining every aspect of your program from registration to renewal. With an AMS, you can store relevant details about each member and share personalized engagement opportunities that resonate with their interests.

Some of the most common features to look for in an AMS include member profiles, dues collection, automated communications, and data reporting. If you invest in a comprehensive engagement management system (EMS), you’ll likely have access to these AMS functions in addition to content management and constituent relationship management tools.

How to Engage Members With an AMS

To make the most of your membership database, iMIS recommends:

• Building member personas. Review your current data and divide members into relevant segments based on shared characteristics such as demographics, interests, and reasons for joining. Then, create a fictional persona that represents each segment, outlining their background, motivations, pain points, and other key details to better understand how to connect with these types of members.

• Standardizing your onboarding process. New member onboarding is your association’s chance to create a positive first impression that leads to lasting engagement. Use your AMS to formalize these initial interactions, organize mentorship programs for one-on-one support, and provide special perks such as a three-month discounted membership.

• Gathering and storing member feedback. Send out surveys and polls to ask members about their communication preferences, the benefits they value most, and more. Use these insights to make informed improvements to your strategy, and share feedback updates with members to demonstrate that your association truly cares about their opinions.

2. Learning Management System (LMS)

Many associations provide educational courses and certification programs to help members reach their career goals. This is where a learning platform comes in handy. An LMS makes it easy for members to purchase relevant courses, view their progress, and manage their credentials in one place.

An LMS designed for associations typically includes personalized learning dashboards, course catalogs, e-commerce, certification tracking, and reporting capabilities.

How to Engage Members With an LMS

To maximize participation in your association’s learning program, consider:

• Creating tailored learning pathways.TopClass recommends developing a variety of educational content—such as live workshops, worksheets, and podcasts—to appeal to diverse learning preferences. Then, to help members navigate all of this content, use your LMS to design custom learning pathways that they can follow to accomplish specific educational or certification goals.

• Providing microlearning opportunities. Avoid losing engagement simply because members are too busy to take advantage of your educational offerings. Instead, develop microlearning activities that they can tackle for 5-15 minutes at a time, such as an online flashcard review or brief video tutorials.

• Promoting collaborative learning. Strong member engagement isn’t only about encouraging members to interact. Create a sense of community and closeness among members by setting up discussion forums and incorporating breakout sessions during webinars. The more connections members develop, the more reasons they have to stick around for the long term.

3. Mobile Engagement App

Your members spend their free time on multiple online platforms and devices. Some may enjoy scrolling through social media on their phones, while others might prefer sitting down in front of a computer to check their emails. As smartphones become increasingly widespread, more associations are using mobile apps to avoid missing out on valuable member engagement opportunities.

Many mobile engagement apps allow members to direct message one another, access a personalized newsfeed, browse your job board, and more.

How to Engage Members With a Mobile App

With a dedicated member app, your association can facilitate engagement by:

• Sending push notifications. Allow members to opt into receiving automatic notifications for industry alerts, new content on specific topics, job postings, renewal reminders, and upcoming events. In doing so, they can always stay up to date on your association’s latest activities and offerings.

• Using in-app advertising. Display non-intrusive ads that align with each user’s preferences. Feature your association’s sponsors and exclusive promotions during screen transitions, in banners, and after videos to maximize awareness and expose members to brands they may be interested in.

• Encouraging member-generated content. A mobile app essentially allows your association to create its own exclusive social network and turn member engagement from passive to active. Members can publish their own words of wisdom, success stories, and ideas on a members-only newsfeed, where other members can react and comment as part of a lively online community.

4. Event Management Software

Coordinating engaging events involves successfully juggling many moving parts—whether you’re hosting a virtual networking session to welcome new members to your association or organizing a large-scale annual conference for your industry. Event management software simplifies the planning process, helping you provide a seamless registration and event experience for every attendee.

Some AMS solutions come with built-in event tools. However, if your association needs dedicated event software, keep an eye out for essential features such as registration, payment processing, and sponsor management.

How to Engage Members With Event Software

The right event technology allows your association to enhance member engagement by:

• Streamlining event registration.Design an event page with eye-catching photos and call-to-action (CTA) buttons. Include a mobile-friendly registration form that makes it easy for members to sign up in only a few minutes. From there, you can set up automated follow-up reminders and updates to prepare attendees for event day.

• Adding interactivity and gamification. Incorporate interactive and gamification elements into your event to inspire attendees to stay actively engaged from start to finish. Gather their opinions through live polls and encourage friendly competition using digital badges and leaderboards.

• Facilitating networking opportunities. Provide detailed member profiles in a dedicated event directory and use matchmaking tools to help attendees find those who share similar interests, goals, or job roles. Set up virtual networking lounges that allow attendees to connect in a casual setting. 

While investing in new technology requires research, energy, and money, the long-term benefits provided by the right tools can make the process well worth it. When exploring software, whether you’re looking for a mobile app or an LMS, check whether it integrates with your existing systems. From there, request demos to see each platform in action and narrow down your options.

As modern technology continues transforming how associations provide value and engage members, it’s up to your organization to stay at the forefront of these advancements. In doing so, you’ll be able to recruit, engage, and retain more members over time.