As individuals, we are craving to be part of a wider community. Some want to lead, some want to be led but we all thrive in an environment where there is a sense of belonging, in a place where we can share our knowledge and form positive, lasting relationships.
Nicola McGrane
Never before has creating communities and a sense of individual belonging to a group been so important to maximising the potential for individual and societal growth and learning. To excel in your area of expertise, sharing knowledge and understanding different perspectives from a global community is essential to remaining enthused, motivated and ahead of your game.
UNDERSTANDING ASSOCIATIONS
To build a strong community and create a sense of belonging, we must first understand the role of associations within the events industry. Associations act as powerful platforms where individuals come together to exchange ideas, share knowledge, and drive industry initiatives forward. These associations are the lifeblood of the events community, providing a space where members can connect, collaborate, and contribute to the growth of the industry.
In the events industry, associations serve as both the suppliers and customers of valuable content. The members themselves are the engine, the heart and soul of the association, delivering content and quality to the events they organize. They share insights, generate new ideas, and build connections that extend far beyond the event itself.
BUILDING COMMUNITIES
The objective of associations is arguably to build a community through collective partnerships, to create a long-term plan to support and advocate for the community in order to create spaces for all identities. In order to build that community, we need to help people to associate. Attracting the right individuals into your community is critical. The world of associations is a competitive one and unless there is value in the quality of the members, a long-lasting sense of belonging may be short lived.
Ultimately, after attending the event(s) an association organises, members and delegates should leave with a sense of belonging and a plan of advocacy within their community.
Over the years, events have evolved from being singular activities to becoming communication platforms that connect members year-round. These platforms are designed to cultivate a space where members feel empowered to embrace their diverse identities and contribute meaningfully to the industry.
The balance between personal benefit versus collective benefits to the community also needs to be considered. As well as selling the need to care about your industry, there is a need to sell the personal benefit of being part of a global community. To achieve this, creating the most favourable environment to make meaningful connections, build memorable moments, and personalised learning for all members is important. And if you, as an association, want to attract new members, you should demonstrate what’s in it for them.
ENGAGEMENT
To create a sense of belonging and a strong community spirit of dynamic members, associations need to engage with their community before, during and after the events they organise and through the annual calendar of activities. Interaction needs to be voluntary and not forced, so engagement is about quality. Not everyone will want to interact, many will want to be spectators, however, they may interact and engage when their personal and professional environment has become more comfortable.
Members of an engaged community want meaningful learning through discussion with others who are tackling similar challenges. Oftentimes, they want to have their thinking disrupted by encountering new and surprising information, test out news ideas to improve on the quality of their service or product, and connect with leaders and experienced practitioners. The need to find a community purpose, even a higher purpose, like that of the World Economic Forum for instance, is also recognised.
So how do we deliver engagement to create a sense of belonging? You can start by producing an equal mix of top-down learning and group learning. To create a sense of belonging, members want to contribute and be part of the collective long-term plan to support and advocate for the community. Allowing members to select which groups they join to find the solutions and creating an environment of constructive conflict to arrive at harmonious solutions are also options. In this context, interactive technology tools are your friends, as they create platforms to facilitate shared learning and experiences.
People can also feel engaged in an environment where leaders are elbow-to-elbow with members and draw on their respective skills. In this regard, you should encourage leaders and speakers to stay and continue to share outside the meeting room. The foyer is the new meeting space – ensure it is a comfortable environment to encourage meaningful discussion.
Ultimately, creating an experience that members cannot access on their own is vital. The impact of an event can be extended by repurposing its content creatively, ensuring that the knowledge and connections made during the event continue to benefit the community long after it has ended. An engaged and energized membership leads to a powerful sense of belonging, fostering loyalty to a community of friends and colleagues that stands the test of time.