Fostering “community” requires an online community

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Membership bodies in the UK and the US utilise the word ‘community’ regularly. The word has so many positive connotations: people together, sharing, collaborating, impacting each other’s lives. But so often, the power of this word is not present in the power of the digital estate of membership bodies. Still, approximately 54% of UK membership bodies do not deliver an online community platform for their members.  

This is despite that both research and practical experience make clear that large associations struggle to support a genuine sense of community in the absence of a managed, always-available digital space for members. 

The reality of modern association life

In today’s world, members are spread across cities, countries, and even continents. While in-person events and local chapters remain valuable, they are not enough to create the ongoing, interactive environment that real community requires. Recent findings from ASAE’s Association Insights Center and McKinley Advisors reinforce this: 90% of association CEOs say community is essential to their mission, but only 30% have dedicated staff for community, and 86% lack the right metrics to measure its impact. This gap highlights a fundamental truth – believing in community is not the same as providing the infrastructure for it to thrive. 

Why physical-only approaches fall short

Without a digital platform, associations rely on sporadic events, newsletters, and ad hoc communications. These methods are one-way, infrequent, and do not allow members to connect, collaborate, or support each other in real time. For large associations, the absence of a central, managed online space means that members miss out on the daily interactions and peer-to-peer support that define a true community. The result is often disengagement, lower retention, and missed opportunities for collaboration and innovation. 

What leading associations do differently 

The most effective associations embed community into their long-term strategy and invest in digital platforms that enable members to connect, contribute, and co-create value. According to ASAE’s Strategic Guide, leading organisations: 

1. Make community a core part of their strategic planning. 
2. Design digital experiences that make it easy for members to participate and connect. 
3. Integrate their community platform with CRM, events, and communications tools for a seamless member journey. 
4. Measure outcomes such as retention, referrals, and mission impact - not just clicks or logins.

These associations understand that members who co-create and interact regularly are more likely to stay engaged and recruit others. A managed online community platform is the only way to make this possible at scale. 

Public social media shortcomings

The reliance on platforms like LinkedIn, WhatsApp and Instagram to build a sense of community can be counterproductive. Associations have limited control over how member data is stored, shared, or used by third parties.  Lacking integrations, offering access to even managed spaces just to members will not be workable. Many professionals prefer to keep their personal and professional lives separate; being forced to use personal social media accounts for professional association activities can feel intrusive and discourage engagement. A dedicated, managed community platform enables associations to protect member data, respect privacy preferences, and create a space tailored to their members' needs. 

The role of a managed, always-available space

A managed online community platform provides a central, accessible space where members can interact at any time, from anywhere. It enables ongoing discussions, resource sharing, mentoring, and collaboration that simply cannot happen through email or occasional meetings. It also allows associations to moderate, support, and guide the community, ensuring that it remains welcoming, purposeful, and aligned with organisational goals. 

Overcoming common challenges 

Launching and sustaining an online community does come with challenges - integrating with existing systems, defining governance, and measuring success. However, these are operational hurdles that are routinely overcome with the right strategy and support. The key is to focus on what members need, not just what technology can do, and to ensure that the platform is actively managed and supported.

A digital community space is essential for enabling ongoing connection, collaboration, and value creation among members, regardless of where they are in the world. Associations that invest in such platforms are better positioned to engage, retain, and grow their membership, and to deliver on their mission in a rapidly changing world.