Making the Most of Your ‘Captive’ Lockdown Audience

20 Aug 2021 5:50 AM | Deleted user

Here are some practical tools to assist you both during, and post lockdown. Please feel free to pass on these tips to your members.

1. Wellbeing

It is a ‘buzzword’ synonymous with Covid19, however it is beneficial to your association for you, your staff and members to be as happy as possible! The Mental Health Foundation lists 5 Ways to Wellbeing: Connect . Give . Take notice . Keep learning . Be active.

  • You can go to for more practical tools to improve your wellbeing.
  • Watch the AuSAE Wellbeing webinar here with Dr Angela Lim and Andy Ellis.

2. Digital – Use Images and Video

Think about your digital strategy. There are some great, free tools to help you! If you’re making posts and need images sized to different social media platforms, is a good tool. Likewise, consider doing a live Q&A with your members. Keep them engaged.

3. Content

New Zealand has been impacted by dramatic change due to social distancing, and the best thing you can do right now is to be a resource to help people cope and navigate these times. Creating content that is not only relevant to the specific impact COVID-19 has had on your industry will help increase the chances of boosting engagement. Things to consider when creating good content:

  • Address a specific issue, relevant to a segment of your wider community
  • Provide valuable information that answers a relevant question for that segment
  • Many businesses and organisations have gone the “easy” route with broad sweeping content during this time. Stand out.
  • Unsure what questions and concerns your members have? Take a leaf from Brett and pick up the phone. Nothing is more powerful than a one on one conversation.

4. Authenticity

In the midst of this lockdown, remember above all else, be yourself. Authenticity and genuine care are crucial to online engagement. Putting a human behind the keyboard helps personalise your message. Consider content that covers:

  • Personal Life Lessons
  • Appreciation for others
  • Encouragement
  • Kindness

Currently, online activity is ramping up, company brand, professional brand, and your personal brand blur into one when everyone is working from home. Understanding this concept is key to engaging your community during this lockdown and beyond.

5. Learn, Breathe, Grow
This is the perfect time to learn a new skill, host a webinar or do research that will benefit your association and its members. It is also a time to slow down, take a breath and relax. Catch up on the jobs you’ve put off. We can all grow from this experience, be it personally or professionally. With a positive mindset we can make the most of the opportunities Lockdown provides. You have a ‘captive’ audience – make the most of it!

By Miriam Dawson, Head of Communications and Engagement NZ - AuSAE

The Australasian Society of Association Executives (AuSAE)

Australian Office:
Address: Unit 6, 26 Navigator Place, Hendra QLD 4011 Australia
Free Call: +61 1300 764 576
Phone: +61 7 3268 7955

New Zealand Office:
Address: 159 Otonga Rd, Rotorua 3015 New Zealand
Phone: +64 27 249 8677


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