Driving Member Engagement Through Personalized Connections: A Conversation with Carla Lochiatto of ASIS International
In today’s fast-paced world of associations, fostering meaningful engagement and ensuring members feel connected to their organization is more important than ever. For Carla Lochiatto, IOM, CAE, Director of the CSO Center at ASIS International, success in driving member engagement comes from personalized, member-to-member connections and an innovative approach to onboarding.
In a recent interview recorded live at ASAE’s 2024 Annual Conference, Carla shared valuable insights into how ASIS International’s CSO Center has developed a unique and highly effective New Member Ambassador Program to engage members from day one, enhance retention, and strengthen the overall member experience.
Fostering Personalized Connections
At the core of the CSO Center’s success is its New Member Ambassador Program, which pairs every new member with a seasoned member of the organization. This “ambassador” serves as a friendly, experienced guide, helping new members navigate the wealth of resources ASIS International offers while fostering an immediate sense of community.
“We assign new members a ‘New Member Ambassador’—a current member who reaches out and connects with them personally,” Carla explains. “This has been key in helping them feel engaged and welcomed right from day one.”
By creating these personalized, peer-to-peer relationships, the CSO Center ensures that new members are never left feeling overwhelmed or disconnected. In fact, Carla highlights that one of the most crucial aspects of the ambassador role is offering tailored advice on where to start within the association. New members often face an information overload, but the ambassador’s guidance helps them prioritize and identify the most relevant resources for their unique needs.
“We’ve found that having a peer reach out to say, ‘I know this can be overwhelming,’ really helps new members feel supported and less alone in their journey,” she says.
Enhancing Retention Through Early Engagement
One of the most powerful outcomes of the New Member Ambassador Program is its positive impact on membership retention. By engaging members from their very first interaction, ASIS International sets the stage for long-term involvement and loyalty.
“When you get someone engaged from day one, they’re much more likely to renew because they’ve built connections and see the value of their membership early on,” Carla shares.
It’s not just about making an initial connection but sustaining that engagement throughout the year. Carla emphasizes that building personal connections and community fosters a sense of belonging that encourages members to renew. The ambassador’s role goes beyond onboarding—it often leads to new members being introduced to others within the community, expanding their network and involvement within the organization.
“As staff, we can say what we think members want to know, but a member-to-member connection is more authentic and relatable,” Carla notes. This peer-to-peer interaction plays a critical role in helping members understand how to make the most of their membership and the benefits they can leverage for professional growth.
Leveraging Structured Flexibility
In addition to her focus on member engagement, Carla also shared her thoughts on how ASIS International balances innovation with the stability that members expect. In a sector as dynamic as security, change is constant. The CSO Center serves members who are often dealing with evolving security issues, from cybersecurity threats to geopolitical risks.
Security is an “ever-changing wild ride,” Carla remarks. She underscores the importance of structured flexibility—providing a stable foundation while remaining nimble enough to adapt to the unpredictable needs of the industry and the members they serve.
“One minute, our members could be dealing with cybersecurity issues, and the next, they’re facing internal risk or even geopolitical challenges,” she says. “We try to be flexible by providing a variety of opportunities to learn, engage, and find resources to help with these evolving issues.”
This flexible approach is woven into the CSO Center’s offerings, ensuring that regardless of the challenge at hand, members have access to the tools and insights they need, whether that’s through virtual roundtables, webinars, or networking events.
Empowering Members to Lead Conversations
Another standout initiative Carla discussed is the CSO Center’s Twice Monthly Virtual Roundtables. In these online sessions, members are empowered to lead the conversation, bringing their own expertise and challenges to the table. Each roundtable is hosted by a board member and moderated by either a subject matter expert or a curious peer. The result is an engaging and organic discussion among members, covering real-time issues they’re facing in their roles.
“We turned to our members to create the content,” Carla explains. “By leveraging the expertise of our members, we provide a platform for them to share knowledge, ask questions, and dig deeper into the issues that matter to them.”
These roundtables not only foster community but also create valuable opportunities for peer learning and professional development. The content that emerges from these discussions often leads to follow-up blog posts, articles, or even white papers, providing further value to members long after the conversation ends.
The Power of Community-Driven Engagement
Throughout her interview, Carla emphasized one central theme: community. The member-to-member connections fostered by the New Member Ambassador Program, the personalized engagement strategies, and the flexibility to meet members where they are all revolve around creating a strong, supportive community within the CSO Center.
“No one knows the security industry better than their fellow CSOs,” Carla says, reinforcing the importance of empowering members to lead, learn, and grow together.
By focusing on authentic member engagement and providing flexible, community-driven resources, ASIS International’s CSO Center is creating a sustainable model that not only delivers immediate value but also builds lasting relationships and drives long-term retention.
Association professionals can learn a great deal from ASIS International’s approach, particularly in terms of how they’ve embraced personalization, leveraged member expertise, and created an authentic community experience that leads to both individual and organizational success.
