How Structured Workshops in Associations Increase Engagement

How Structured Workshops in Associations Increase Engagement

According to an Eventmobi article written by Liz Lathan, workshops can significantly boost engagement among association members, addressing a current need highlighted by the 2024 MCI Association Engagement Index, which found that while two-thirds of members access content, less than a third engage regularly in “association life.”

Lathan, who is co-founder and CMO of The Community Factory, suggests structured workshops as a solution to increase active participation and reduce member churn. She emphasizes that workshops should be engaging and well-facilitated, involving group work and interactive discussions, providing a strong reason for members to attend in person. 

Effective workshops are typically focused on specific, relevant topics and are designed to be highly interactive, allowing attendees to leave with a clear understanding of industry best practices.

One successful format Lathan describes is the Spontaneous Think Tank, which uses sticky notes and crowdsourcing to drive conversations and problem-solving. This approach combines design thinking with facilitation to ensure productive engagement. Structured events like these consistently produce valuable discussions and outcomes.

To enhance engagement, workshops should also consider the needs of their audience, providing opportunities for active participation rather than passive listening. Lathan highlights the importance of designing elements such as name badges to foster connection and the use of accountability strategies, like having attendees write letters to themselves about their goals, to ensure long-term impact.

Post-workshop, maintaining engagement through social media and digital tools can extend the benefits of the event. Promoting attendees’ progress on platforms like TikTok and LinkedIn can keep the momentum going. By focusing on structured, interactive, and strategically designed workshops, associations can foster deeper engagement and long-term member involvement.