Member Engagement Through Events: Practical Tips for Association Planners

For associations, events are more than just dates in a calendar,  they are crucial for connecting with members, delivering value, and reinforcing a sense of belonging. Yet, in a world of shifting expectations and hybrid fatigue, how we as event planners design these moments matters more than ever.

Following our first Association Events Roundtable, which was held at the InterContinental Park Lane, we’re sharing some key strategies that association planners can implement right away to boost engagement at every stage of the event journey.

Grays Room at Intercontinental Park Lane

Pre-Event: Build Anticipation and Involve Members Early

• Poll your members before you plan: Ask for input on topics, formats, or speakers. This not only shapes content but fosters a sense of ownership.

• Create a pre-event hub or campaign: Share sneak peeks, speaker highlights, or even short videos from the planning team to humanise the process.

• Arrange member-led forums, roundtables and steering groups to ensure event content is valuable and engaging for members.

• Use personalised invites: Segment your audience by interest or membership tier to craft more relevant messaging that resonates.

Try this: Host a 10-minute “ask me anything” with a headline speaker or panellist in the weeks leading up to your event. This could be streamed on LinkedIn or via email video.

Onsite or Online: Design for Interaction, Not Just Attendance

• Mix formats: Blend keynotes with interactive breakout sessions, panels with live polling, or informal Q&As with structured learning.

• Schedule shorter sessions to ensure key messages are hit and audiences remain engaged.

• Gamify participation: Introduce a points system for session attendance, networking, or asking questions, tied to small rewards or public recognition.

• Design networking with purpose: Use “interest tables,” facilitated small groups, or conversation prompts to help members connect meaningfully.

Try this: Open sessions with a short “Member Story” a 2-minute spotlight from someone in the community sharing a challenge or win.

Post-Event: Extend the Experience Beyond the Day

• Follow up fast: Send a thank you email within 24–48 hours, including key takeaways, speaker slides, and a feedback survey.

• Incentivise feedback with a prize draw or the release of recordings / slides from the event.

• Share member-led content: Turn event highlights into a short video series, blog posts, or member interviews that live on beyond the event.

• Use data to deepen insight: Look at what session's members attended, which emails they opened, and what feedback they gave and use it to personalise your next event.

Try this: Create a post-event “top 10 tips” PDF or infographic that attendees can share with their wider teams or committees, helping them advocate for the value of the event internally.

Make Every Event Feel Like a Member Benefit

The most successful association events are those that feel like an extension of the value members already receive, not a one-off moment. That means being clear on the purpose of each event, tying content back to your organisation’s mission, and always asking: What will our members gain from this, and how will they feel more connected to us as a result?

Events are powerful, but only when they’re intentionally designed with your members in mind. Focus on creating experiences that aren’t just well-attended but deeply felt, remembered, and talked about long after they’re over.

Want to dive deeper into this and other association focused conversations? We will be hosting regular roundtable events exclusively for association event professionals. It’s a chance to swap ideas with fellow planners, explore a stunning venue, and connect over a cocktail or two.

Email debbie@chewevents.co.uk to be added to the guestlist for future events.