In the world of associations, effectively engaging a diverse membership base is both a challenge and an opportunity. A standout example of success in this area comes from L. Earl Franks, Ed.D., CAE, Executive Director of the National Association of Elementary School Principals (NAESP). His insights, shared during an interview on The Association 100, provide a blueprint for fostering collaboration and engagement among members with varied needs.
Collaboration at the Core of Member Support
Franks emphasized the importance of understanding and supporting the diverse needs of members, saying, “It’s hard to establish a program for every type of school leader… But we’re trying to at least… Get what I consider the large buckets that can address the majority of services and support that school leaders around the country need.”
This approach has led to the creation of specialized centers for advancing leadership, such as the Center for Women in Leadershipm the Center for Diversity Leadership and more. These initiatives have been instrumental in enhancing member engagement by offering tailored resources and establishing communities of practice that resonate with the unique challenges and needs of their members.
The Power of Listening and Adapting
One of the keys to NAESP’s success has been its commitment to listening to its members and adapting its services to meet their evolving needs. This was particularly evident during the COVID-19 pandemic when the association created a coronavirus task force comprised of school leaders from across the country. By asking, “How can we help you? What do you need?” NAESP was able to create services that effectively assisted their members through unprecedented challenges.
Franks highlighted the value of this collaborative approach: “We’re in the service business. And we certainly want to be relevant… we want to be up to date, relevant as to what they need.”
Fostering Inclusive Communities of Practice
The association’s efforts to establish various leadership centers and task forces have facilitated meaningful connections and support networks among its members. These platforms allow school leaders to share experiences, challenges and best practices with peers across the globe, fostering a sense of community and collaboration.
Conclusion: A Model for Member Engagement
The NAESP’s approach to member engagement and support serves as a model for associations across various industries. By focusing on targeted support, listening to member feedback and fostering inclusive communities of practice, associations can enhance their value proposition and strengthen their impact on members’ professional and personal growth.
Watch the full interview with Earl Franks on The Association 100 for more insights into creating effective strategies to engage a varied member base and foster a sense of community and collaboration within your association.
TLDR: For association professionals seeking to elevate their member engagement strategies, the experiences and strategies shared by Earl Franks offer valuable lessons. Implementing focused, member-centric approaches can transform how associations meet the needs of their diverse membership, paving the way for a more engaged and supportive community.
View the full interview here to learn how targeted efforts can transform member engagement in your association.
