In a recent A100 video interview recorded live at the 2024 ASAE Annual Conference, Shannon Reed, Senior Director of Engagement at the Electrochemical Society (ECS), provided valuable insights into how the organization has successfully enhanced community engagement and boosted membership. Shannon, a repeat guest of the A100, discussed how ECS has shifted its approach to engagement by prioritizing member needs and using strategic initiatives like Free the Science and Battery Workforce Development to create lasting value for its growing community.

Member Engagement through Listening and Strategy

When asked about the most effective engagement strategies ECS has implemented, Shannon emphasized a key element: listening to members. He explained how the organization had to shift from relying solely on staff insights to making decisions driven by what the members actually wanted and needed. “We really had to go back to the baseline of always looking at the strategy and saying, what’s in it for our members?” Shannon said. This member-centric focus has proven to be the foundation of ECS’s successful growth.

The result of this strategic pivot has been remarkable. Shannon revealed that ECS has seen substantial membership growth in recent years. During the throes of the pandemic, membership stood at around 6,000. Now, ECS is poised to reach 10,000 members this month, marking a significant milestone for the organization. This growth didn’t come by accident but by continuously asking the right questions about member value and tailoring offerings accordingly.

Shannon’s insights serve as a reminder that simply assuming what members want can lead associations astray. By focusing on what is most relevant to their specific community, ECS has been able to grow and sustain engagement in a meaningful way.

Scaling Successful Initiatives: Battery Workforce Development

One of ECS’s hallmark initiatives is the Battery Workforce Development program, an ambitious project that Shannon highlighted as a key focus during his interview. This initiative stemmed from an increasing global need for innovation and solutions in battery technology, for example lithium-ion batteries, which have presented both opportunities and challenges for industries worldwide.

Shannon explained that ECS’s battery research community has been central to advancing knowledge in this area. Their work is not only focused on improving lithium-ion technology but also looking toward future innovations like solid-state batteries, which are considered a potential game changer for addressing energy crises.

The Battery Workforce Development initiative includes three asynchronous learning courses set to launch in September 2024, offering members hands-on opportunities to gain critical knowledge and skills in battery research and development. This initiative, deeply rooted in community feedback and industry need, is a powerful example of how ECS is positioning itself as a leader in workforce development while addressing global challenges.

Free the Science: Driving Open Access and Collaboration

Another standout ECS initiative is Free the Science, the organization’s long-term commitment to promoting open access to scientific research. Shannon emphasized that this program is a critical piece of ECS’s mission to eliminate barriers to knowledge sharing, particularly in the fields of electrochemistry and solid-state science.

What makes ECS’s approach unique is its shift in strategy from fundraising to engagement-driven revenue models. “We transitioned from that fundraising strategy to really getting people engaged and looking at what some of the government funding opportunities are,” Shannon explained. Rather than relying solely on traditional fundraising to support Free the Science, ECS has focused on finding new ways to generate revenue while investing in operational efficiencies.

One of the key achievements of Free the Science is that ECS members already enjoy near-complete access to the society’s digital library, which contains nearly 200,000 articles. Members also receive a 75 percent discount on article processing charges (APCs). Shannon shared that ECS is just 25 percent away from achieving full open access for its members, a goal that would solidify ECS’s position as a leader in scientific research accessibility.

This commitment to open access is not just about making research available; it’s about accelerating innovation and ensuring that the critical work being done by ECS members can reach and impact industries and researchers much more quickly.

Personalized Member Journeys: The Dance Floor Theory

Beyond these large-scale initiatives, Shannon shared a unique analogy for understanding and improving member engagement: the dance floor theory. This idea, which Shannon picked up during his graduate school years, suggests that not all members are ready to dive fully into participation. Some may be “wallflowers,” more comfortable on the sidelines, while others may be in the center of the dance floor, actively involved.

According to Shannon, it’s essential to tailor the membership experience for each type of participant. “You have to be okay with just them taking a step forward and being able to customize that content,” Shannon said. Rather than pushing every member to take on leadership roles or heavy involvement, ECS has focused on ensuring that all members can engage at a level that feels comfortable and meaningful to them.

For ECS, this meant crafting personalized user journeys that encourage gradual participation, whether that’s as simple as reading content or attending a webinar. The goal isn’t to force everyone into the spotlight but to create pathways for each member to get involved in a way that suits their needs and preferences.

Embracing Innovation for Long-Term Success

Throughout the interview, Shannon repeatedly emphasized the importance of innovation. Whether it’s adopting asynchronous learning, advancing open access, or tailoring member engagement strategies, ECS has prioritized forward-thinking approaches. Shannon credited this focus on innovation to the organization’s leadership and the collaborative culture fostered across the team.

Shannon’s insights into how ECS is leveraging community engagement, strategic programs, and innovative solutions provide valuable lessons for association professionals looking to enhance member value and drive organizational growth. The ECS journey demonstrates that with the right focus on members’ needs and the courage to innovate, associations can achieve significant success even in challenging times.