Creating a path to leadership: The power of using member and volunteer roadmaps in your association

Within an association, all roads lead to membership — all initiatives executed by an association ultimately lead back to and benefit its members. Volunteers who are engaged with the organization and dedicated to helping fulfill its mission are often the catalysts for these initiatives. However, how can you effectively tap into these individuals early on, enhance their member experience, and guide them toward becoming active volunteers and association leaders? One effective approach is to develop member and volunteer roadmaps that provide a clear and intentional path for members to follow.??

Enhance your association’s engagement with a member roadmap?

A member roadmap is used to orient a new member to the association and show them how to set up and use their benefits. This can take a variety of formats, including toolkits, policies and procedures documents, onboarding videos, etc. The goal is to familiarize your new members with your association through various communication styles and touchpoints over the course of their first 12-18 months as a member.??

Some examples of touchpoints you can implement include a monthly new-member onboarding series that reminds them of their benefits or a one pager that outlines key information all new members need to know on how to get involved. This series uses a combination of videos, emails, blog posts and other communications to highlight benefits and showcase testimonials from longtime members about their experiences with the association.??

Once a member is onboarded through the designated touchpoints and check-ins, you can begin determining which new members would serve best as volunteers and begin orienting them to that process through a volunteer roadmap.?

?Plot the route for your members to get more involved with a volunteer roadmap?

This is a tool that can be implemented in conjunction with a member roadmap or after the first year of membership when the individual is familiar with the organization. This roadmap shows how members can step into a leadership role within the association. These can come in a variety of formats similar to the member roadmap (policies and procedures documents, toolkits, etc.).??

This tool aims to increase member engagement by taking them from passive observers to active participants. Appealing to members with a call to serve is a great way to find those who may not have the desire or opportunity to grow their career through their job but may be interested in professional development through service to their association in a leadership capacity.??

The most important aspect of this roadmap is ensuring there is a clear pipeline into leadership with multiple options to serve along the way. For example, you can start a volunteer with micro-volunteering projects or by placing them on a task force or work group, then recommend them for subcommittee or committee work before determining if they would be an effective board leader. Focusing on the next step is key in keeping volunteers active and motivated.?

Using these two types of roadmaps offers clarity and intentionality around the member experience. Determining the path you want your members to take from the time they join can be critical to ensuring healthy, long-lasting membership and industry representation, as well as a strong pipeline of potential leaders. While some members may want to participate right away and others may wait one or two years before stepping up, the most important aspect is that the opportunities are clear and available when your members are ready to serve.?

Jordan Burghardt is the director of engagement, Association Solutions, at MCI USA. She specializes in member engagement, relationship development, community outreach and volunteer recruitment.?