Does that mean engaging those members is a lost cause? Absolutely not! It just means your approach needs to be a little different.
To engage the “I’m too busy” member, consider the following:
1. Send them snippets of information
We live in a world of information overload, and sorting through that information is time consuming. So, for your busy-as-a-bee members, consider sorting through that information (trends, industry news updates, etc.) and sending what’s going to be the most valuable to your members via a curated-style email once a week or twice a month.
The subject line could be “News You Need,” and the email could be as simple as five or six news articles (or blog posts, reports, etc.) that your members may want to check out.
By sending them snippets of information, they’re MUCH more likely to engage with it. Plus, because you’re curating that information for them, you’re saving them time - and that has value written ALL over it. (Hellooo increased retention!)
2. Experiment with shorter webinars
If your association offers monthly or quarterly webinars, you may want to experiment with the length of those webinars. How long are they currently? Forty-five minutes? An hour? While there’s nothing wrong with that (especially if your attendance rates are high), it may be worth trying out 30-minute webinars or even 15-minute webinars. Yes, that seems short, but think of it like a 15-minute video: Have the speaker communicate a few tips/best practices, open the floor for questions, and then allow your members (and prospects, even) to continue about their day.
Forty-five minutes can be tough to carve out in a day, but 15 minutes? Much more doable.
Or, if your one-hour webinars seem to be successful as is, consider offering 15-minute supplements: a 15-minute version of the same topic (just offered on a different day). Catering to different learning styles and work schedules can make all the difference when it comes to online member engagement.
3. Meet them on social media
As busy as we all say we are, somehow, we all still find time to check social media (five minutes of Facebook here...10 minutes of Instagram there…). That said, make an effort to meet your members on those platforms. Maybe you can’t get them to attend an in-person event, but if you can get them to like a recap video of that event on Facebook, hey - that counts for something.
A few social media post ideas you may want to consider…
- Short video snippets (highlighting an event, best practices, “news this week,” etc.)
- Pull-out quotes from a blog post, interview, report, etc. (Plus links to those resources!)
- Fast facts/quick tips
- Member/staff spotlights
- Event promos (They may not have time to read that email you sent, but a post like the one below could grab their attention/get that information across)