Anyone who takes to the air frequently with commercial airlines is probably familiar with the benefits of having status in a frequent flyer program. In my own case, a loyalty program can certainly influence my decision making process in purchasing airfare, particularly for longer flights. The benefits of these membership programs go beyond racking up bonus miles for free flights, but really help where it counts. For example, if flights are "unexpectedly" canceled, it is much easier for an elite member of these programs to get on the next available flight. Additionally, if you fly frequently enough, many programs shower perks on you such as free upgrades, use of their first class lounges while waiting at airports, and so on.
At the end of the day, a frequent flyer, frequent guest, or other loyalty program is a form of a membership model. Membership in United’s Mileage Plus, or American’s AAdvantage have multiple “levels” that you can earn as you participate with the airline. For each level, certain exclusive perks are provided. To maintain status, you have to continue to fly a certain amount each year.
Why not implement “elite” levels, or a similar concept in the association world? Many members are actively involved with their associations. Keeping track of their
engagement level, and directly rewarding them for the behaviors that are most important to the association could create a direct behavior/reward model that is beneficial to both sides. In the case of airlines, “bonus” miles are often earned when you purchase a full fare ticket. In the association world, certain types of activities are of greater benefit to the association and its community than others (and they change over time).
So, what about the incentives to get people to actively participate the way you want them to. In the case of airlines, priority on standby, upgrades, and free flights are nice perks. In the case of associations, there are many other benefits that could incent people. For example, I know of one of our large clients running a program that recognizes people based on their “level’ at the annual conference, and has a Chairman’s Ball for the top tier of members based on their engagement. In other instances, an organization might simply recognize those members on their web site, or at events with a special label on their badge.
Different incentives speak to different people, so there is no universal recipe. However, the idea of directly linking benefits with desired behavior is a model that can work well in nearly any context.
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