Co-authored with Anna Caraveli (The Demand Networks), this whitepaper tackles the question: if engagement is so critical to associations (and we would argue that it is), why aren’t we doing a better job of it?

Of course, associations have always been “about” engagement, and in the past several years, we’ve had a renewed focus on engaging our members and other audiences. The thing is, most of us aren’t really doing it well. Could that be because we’ve been thinking about engagement all wrong, focusing on what we want members to do and how we define value? Leading Engagement from the Outside-In describes a radical shift in our understanding of engagement, one based on an approach that encourages us to view the world from our audiences’ perspective, focus on the outcomes they want to achieve, build authentic relationships, and harness the power of collaboration to co-create the value our organisations provide -  read more.

Access the document here. Posted by Elizabeth Weaver Engel, CAE