Kenes AMC Insights: The Hidden Architecture of Member Experience

As part of the Headquarters Magazine’s issue number 119, Kenes Group’s Association Management professionals took part in a session to reflect on the evolution of member expectations – unveiling what works, what must be improved, and what often goes unnoticed.

Author: Estefanía Zárate Angarita (below), Former Media & Communication Manager at Kenes Group

From membership retention strategies and communication tools to the role of wellness and mental health services, the team explored the multifaceted nature of member engagement. The conversation featured insights from Louise Gorringe, Kenes Association Management Associate Vice President, and experienced Kenes Association Executives, Lesley Jennings, Lorenzo Lupo and Ester Zoroa Rauet.

This article delves into several key aspects of the association member experience, as discussed during the session. We explore the blurred line between conference delegates and association members, and the strategies societies use to recruit and retain them. The conversation also covers the importance of communication channels, the tools that enhance member engagement, and wellness initiatives that go beyond the traditional.
 

The Blurred Line Between Members and Delegates

“Most of the people attending our conferences are already members,” explained Lesley Jennings (on the right). “However, a large percentage of non-members attend as well, and this creates a crucial recruitment opportunity.” Past analyses developed by Kenes revealed that in some cases, only around 25% of conference delegates are members, even though it varies according to each society’s case. As Louise Gorringe shared, “There is a really big pool to go after in terms of encouraging those people at the conference to become members... the time to target them is either at the congress itself or just afterwards.”

This observation highlights the importance of timing and engagement strategies in membership recruitment. The postconference window is an ideal opportunity for associations to offer special rates or discounts to first-time attendees, thereby converting them into long-term members. Lorenzo Lupo added: “The best moment is right after the conference. That is when people are most engaged, and we take that momentum seriously.”
 

Retention Requires Constant Communication

Once new members are recruited, how do associations keep them engaged? Constant communication is key: “It is about constantly reminding people of the value of their membership,” said Gorringe (on the left). “Not just listing benefits, but actually showing them how they are receiving value.”

Effective member engagement relies heavily on consistent and clear communication. At Kenes, email newsletters and social media platforms, primarily LinkedIn, are crucial tools in keeping members connected. Jennings noted that, “LinkedIn really drives those post-conference conversations.”

However, it is not just about where the communication happens; it is about how members are addressed. “We refer to our members as friends and family,” added Jennings. “This builds a sense of affinity. We send birthday messages, highlight anniversaries, and celebrate those who have been with us for over 25 years.” The goal is to foster a deeper connection, ensuring members feel personally valued and part of a community.

 

Listening through Data

Member experience is not static; it evolves. Kenes professionals recognise that understanding member needs requires active listening. Regular surveys are deployed to gauge interest, track engagement, and address concerns. “After the conferences, our events team will run an education survey to get a sense of what members want to see in our webinars or training,” said Ester Zoroa Rauet.

Exit surveys also play a critical role in understanding why members leave an organisation. As Lorenzo Lupo (on the right) explained, “When members decide not to renew, we send a survey to find out why. This helps us understand the gaps and refine our retention approach.”

Additionally, tools like Google Analytics are employed to monitor website interactions, offering valuable insights into what content is engaging members the most and where improvements can be made.
 

Wellness: Beyond Yoga and Jogging

While wellness activities like yoga and morning runs remain part of the traditional conference offering, there has been a noticeable shift towards more creative approaches to mental health and relaxation. “Creativity, music, any sort of art form, is part of health too,” said Lesley Jennings. “Our vice-chair hosts online poetry sessions as a form of wellness.” This highlights a broader understanding of wellness, where creativity is integrated as a form of mental health support.

Zoroa Rauet shared an exciting development: “We are transforming the top floor of our venue into a relaxing space, with art, crafts, and paintings. A place to disconnect from sessions and use the other side of the brain.” This initiative adds a new dimension to the wellness experience, inviting attendees to engage in creative activities as a form of mental relaxation.

However, these wellness initiatives are still largely confined to the event experience. As Gorringe pointed out, “It is clear that while wellness is gaining traction in events, there is still work to be done in integrating it into everyday association governance and operations."
 

A Circular, Strategic Approach

The recurring theme throughout the discussion was the concept of circularity in communications: learning from members, responding to their needs, and feeding that back into engagement strategies. As Zoroa Rauet (on the left) puts it, “We take every single opportunity to showcase what we do and invite members to be part of it.”

The member journey is no longer linear. It loops through conferences, surveys, creative wellness, digital platforms, and personalised interactions. Each touchpoint carries risks, but also immense potential to deepen engagement. At Kenes Group, the priority remains clear: building meaningful, yearround relationships that adapt to the evolving needs of associations and their members.
 

This article was developed following a session with Kenes Group’s Association Management professionals and reflects their shared expertise and commitment to advancing the member experience.
 

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