Help your association chapter members justify attending your event

Updated: Nov. 7, 2022  |  Categories: Low Engagement  

Telling people your monthly association chapter meeting is the third Thursday of the month and expecting them to attend isn’t working so well, is it? With so many association chapters holding in-person events, it’s important for your members and potential members see why yours is the one they need to attend.

A big part of your job is to provide association chapter members compelling reasons and give them the backup to justify their attendance, whether to themselves, their employer or even a partner. Before you start randomly providing information, you need to know why people attend association chapter events, what’s going through their minds and what they’re looking to get from an event. And how you can make it easy for them to see that your association chapter event, whether it’s a monthly meeting, networking or a multi-day conference, can provide what they need.

5 Reasons People Attend Association Chapter Events

1. They may be looking for specific connections, likeminded people, industry experts, career connections, etc. Make it easier for attendees by giving them an idea, even before they register, of who will be there. (Did you know StarChapter can show the names of those who have already registered to those who are registering?) Post attendee bios on your event webpage, send them in your association chapter event marketing communications and link to them in your social media channels.
2. Gain knowledge and find solutions to problems. Perhaps they have a situation – a piece of equipment that’s giving them trouble or a client that isn’t cooperating for example – and want to hear how others have worked through similar situations. This group is looking for new techniques, equipment, information, research, etc., and your event can provide them firsthand information they won’t find elsewhere. Send an agenda beforehand, so attendees can be prepared with questions they want answered.
3. Share ideas and work with others. Events are a chance to talk with others from a variety of backgrounds, for validation or a new perspective. Include time for “new business,” where members can talk briefly about something they’re working on.
4. Be noticed. You may have association chapter members and potential members who want to be known for their thought leadership and have people think of them first when they need an expert opinion. Events let them share their expertise with a new group. Know attendees with questions they need answered? Be sure to connect them with these individuals.
5. Professional development. Members may need to complete a certain number of continuing education (CE) courses every year or two. Can they receive CE units for attending your event? Include that information in your association chapter event marketing. Tell people what CEUs the event will cover, and how many they can get for attending.

Provide Resources that Make Attendance a No-Brainer

Knowing why people attend events, how can you be sure they’ll see how your event will give them what they’re looking for? By putting it in front of them in black and white.

Here are a few things to consider including with your association chapter event marketing materials. We’ve also seen association chapters set up an event webpage with links to event details, benefits, CE unit information, etc. Be sure to have hard copies of these at the event.

Letter summarizing the benefits of attendance. Employers want to know what their employee will be doing/learning before they let them attend; significant others want to know why their partner needs to go away for a weekend; and the members themselves want to easily see why they should give up an evening.

Template to take notes on during the event. This sort of document makes it easy for people to remember, share and reflect on what they heard. Create a document where they can write down those details. This can also be helpful for companies that want to know how they can utilize what their employees learned at your association chapter event.

• A summary of the event
• Their top takeaways
• Tips for implementing what they learned
• Notes on the connections they made.

Sample mantras and affirmations. For some, walking through the door, especially if they’re going on their own, and being confident they’ll get what they need from your event, can be anxiety-inducing. Mantras, like one of the following, can help make your introverted attendees feel a little less anxious and more comfortable at your event.    

• I am worthy and qualified to be here.
• This event is exactly where I need to be right now.
• I am free from stress and worry.

It’s your job to let people know how your association chapter event will deliver what they need. The more they know, and the more information they have at their disposal, the better chance that not only will they choose your event, but they, and those around them, will be comfortable with their decision.

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