Associations exist to bring people together around a shared purpose and values—and online communities are an extension of that connectivity. But they can do more.
“They have the opportunity to not only deepen those relationships, but the mission and purpose of the association and help members feel like they really belong to something bigger,” said Marjorie Anderson, product manager of digital communities at Project Management Institute and founder of the Community by Association website.
One of the things that became clear during the pandemic is there is a personal element missing in how associations use technology. “It’s hard to get personal connection from the kinds of communities we have now,” said Moira Edwards, CAE, president of Ellipsis Partners.
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