Association Mobile App Engagement: The Basics + 7 Strategies

Key Takeaways

• Mobile apps give associations a direct, distraction-free environment for connecting with members on the devices they use the most.
• Boost involvement by providing personalized experiences, like tailored content recommendations and highly relevant push notifications.
• Keep members coming back by creating an exclusive social network with news feeds, direct messaging, polls, and more.

Mobile apps have become an integral part of our lives. In fact, 70% of U.S. digital media time is spent on apps, with people averaging 3.5 hours per day using mobile apps. Whether they’re used for entertainment, productivity, or staying connected, mobile apps are already deeply integrated into our daily experiences. 

But with millions of apps available in various app stores, it's becoming increasingly challenging for developers to capture and retain users' attention. As an association leader, you may already be facing similar challenges with engaging and building lasting connections with members in your industry. This is where mobile app engagement plays a crucial role. 

In this guide, we’ll break down the basics of association mobile apps and tactical tips for boosting engagement, covering:

• Association Mobile App FAQs
• Strategies to Boost Mobile App Engagement
• Creating a Valuable & Engaging Mobile App Experience

To get started, let’s answer some commonly asked questions about mobile apps for associations.

Association Mobile App FAQs

What is mobile app engagement?

Mobile app engagement refers to the level of interaction and involvement users have with an app. It goes beyond just downloads and installations, focusing on how users interact with the app, how often they use it, and how long they stay engaged. Understanding these more granular engagement metrics, such as which features or content users engage with most, can help your association enhance app experiences for members.

Why do associations need mobile apps?

In other words, why use a mobile app when you already have a mobile-responsive website?

While both platforms have essential uses and benefits, mobile apps tend to be better for increasing member engagement due to their convenience and the ability to send targeted push notifications. Members can easily access an app at any time from their mobile device, making it ideal for on-the-go engagement (e.g., scrolling through their news feed or asking their peers for advice).

Here are some specific use cases where mobile apps can make a big impact:

• Connecting during large events
• Building strong online communities year-round, not just at annual conferences
• Networking and peer-to-peer messaging
• Forming committees or special interest groups
• Delivering urgent or location-based alerts
• Generating non-dues revenue (e.g., selling sponsored in-app pop-ups and banners)

What are the benefits of using apps for associations?

Mobile apps also offer unique benefits to your association, such as:

• Building a closer-knit community. An app creates a secure, exclusive space just for your members, giving it a major advantage over noisy, algorithm-driven public social media platforms. This fosters a safe learning environment where members feel encouraged to ask niche industry questions, share their challenges, and message peers directly, even across chapters.
• More frequent connections. Annual events and networking opportunities are a great way to spark new professional connections, but it can be hard to sustain these relationships post-event. Apps facilitate continuous engagement with both your association offerings and other members.
• Higher overall engagement. With apps, engaging is easy and frictionless. Members won’t have to use a desktop or laptop to navigate to your site and log into the member portal. Instead, they can just tap on the app icon and start engaging with peers and resources.
• Better retention rates. Apps provide additional value to members and drive more daily interactions, keeping your association at the top of their mind. These interactions provide frequent, bite-sized moments of value that help members see a clear return on their investment.

Apps can also help you measure important behavioral insights that traditional social media platforms don’t provide access to. Using these metrics, you can refine your offerings, identify and attempt to re-engage members at risk of lapsing, and recognize or reward your most active members.

How can I measure engagement with my organization’s mobile app?

To drive mobile app engagement, it's essential to understand user behavior within mobile apps. Users have unique preferences, habits, and expectations when it comes to using these solutions. 

Some common user behaviors to consider include: 

• Frequency of app usage: How often do users open the app (e.g., daily, weekly, or sporadically)? Understanding the frequency of app usage can help developers identify patterns and design strategies to keep users engaged on a regular basis.
• Time spent in the app: How much time do users spend in the app during each session? Longer sessions indicate higher engagement levels. Your team can analyze this data to identify features that are most appealing to users and optimize your app accordingly.
• App abandonment rate: What percentage of users download the app but never use it again? Identifying the reasons for app abandonment can help with improving user onboarding processes and address issues that may be driving users away.
• Retention rate: How many members continue to use your app after a certain amount of time (e.g., one year)? A high retention rate indicates strong engagement. Pinpointing when and why members stop using the app can help you refine your offerings to keep them engaged.
• Interactions: How many members are viewing and interacting with your content? This will help you focus on creating and promoting the types of content that matter most to your audience, leading to increased engagement.

How do I know if I need a mobile app?

Association apps are growing in popularity as more organizations recognize the benefits of using them. In a 2024 study, 82% of associations were using event apps, and 33% were using member apps. Those using member apps cited key benefits like more effective communication, enabling self-service and year-round engagement, and engaging younger audiences.

However, if you’re still unsure, look out for the following signs that could indicate that it’s time for your organization to start using a mobile app:

• Low email open rates, or low engagement with other previously high-performing channels
• Complaints from members that they’re missing key deadlines or updates, indicating a need for more immediate alerts, like push notifications
• Sharp declines in engagement after events
• A web-based member portal that sees few logins and little engagement
• High printing costs for event materials, which could be replaced with an app
• Challenges in recruiting and engaging younger generations or others who prefer to communicate via mobile-friendly channels

Strategies to Increase Mobile App Engagement

Now that you have a better understanding of user behavior in mobile apps, let's explore some strategies to increase mobile app engagement and keep your members hooked.

1. Cater to Your Members’ Needs

One of the most effective ways to drive mobile app engagement is through personalization and customization. Users appreciate apps that cater to their individual needs and preferences. By offering personalized content, recommendations, and experiences, your team can create a sense of ownership and make members feel more connected to the app. Some ways to implement personalization and customization include:

• Customizable user profiles: Allow members to maintain their personalized profiles, upload profile pictures, generate a QR code-enabled virtual business card, and customize their settings.
• Tailored content: Target members based on integrated AMS or CRM data to deliver personalized content recommendations based on users' interests, preferences, and behavior.
• Personalized app experience: Allow users to align their push notifications and content preferences to match their desired level of engagement.

2. Develop an Onboarding Strategy

Any time you start a new strategy or program, you’ll need to take the time to teach members how to use or engage with it—and launching a mobile app is no exception. Focus on promoting the app heavily during the initial launch to motivate members to download it. While this is a critical first step, your work shouldn’t stop there. 

Take these steps to ensure members download and engage with the app:

• Make downloading easy. When promoting the app, always share links to the download page, along with instructions if necessary. If you advertise the app at an event, create QR codes that link to the download page.

• Create a troubleshooting or FAQ guide. Test the app with staff and/or a small pool of members to gather common questions or sticky points. Then, draft and share the solutions to these issues in a quick guide that is easy for members to find.

• Prepare engaging content before launching. To ensure members are engaged from the first moment of using the app, load it with intriguing content and prompt members to post or engage with peers.

3. Create Your Own Private Social Network

Building a sense of community within your app can significantly increase member engagement. However, traditional social media platforms force you to compete with algorithm-driven distractions and don’t provide granular insights into members’ engagement data.

By creating a private social network within your app, members can connect with like-minded individuals, share experiences, and engage in meaningful discussions. Some features to consider incorporating into your app for community building include:

• News feed: Provide a centralized place for users to discover and engage with content shared by other users and your organization.
• Direct messaging: Enable users to have private conversations with each other, fostering personal connections and deeper engagement.
• Discussion forums: Create spaces for users with common interests to interact, share ideas, and collaborate.
• Polls: Spark curiosity and engagement with your users by asking multiple-choice questions to gain feedback and learn member preferences.

4. Leverage Push Notifications the Right Way

Push notifications are powerful tools to grab users' attention and bring them back to your app. Although some users might turn off this feature, they can effectively drive mobile app engagement among those who keep it on when used strategically. Here are some considerations for leveraging push notifications:

• Personalization: Tailor notifications and messages based on users' preferences, behavior, and location.
• Timeliness: Send notifications at the right time to maximize their impact. For example, remind members about upcoming events or send personalized offers when they are most likely to engage.
• Relevance: Ensure that notifications and messages are relevant to users' interests and needs. Avoid sending generic or spammy messages that can annoy members.

5. Offer Value to Your Members Through Sponsorships & Ads

Monetizing your app can not only drive revenue but also enhance user engagement if done thoughtfully. Mobile sponsorships and advertising can provide opportunities to generate non-dues revenue while offering value to your users. Some strategies to consider include:

• In-app advertising: Display targeted ads within your app that align with users' interests and preferences. Ensure that ads are not intrusive or disruptive to the user experience.
• Mobile sponsorships: Partner with relevant brands and organizations to offer sponsored content, exclusive promotions, or discounts.
• Exhibitor tie-ins: During events, provide an easily accessible guide or map of exhibitors to help attendees find the booths they want to visit, along with special in-app promotions.

6. Analyze & Measure Mobile App Engagement

Finding success with your mobile app is an iterative process. To continuously improve app engagement, it's crucial to analyze and measure the effectiveness of your strategies. Here are some of the most important metrics to analyze, as well as how to act on them:

• Push notification opt-in and open rates: Low rates may indicate that members view alerts as annoying, spammy, or irrelevant. To boost them, shift to targeted, personalized notifications rather than association-wide blasts. You may also need to adjust the frequency of notifications.
• Feature adoption rate: This tracks which features in your app are used the most. Advertise the most popular features prominently when promoting the app, and redesign (or remove) features that members do not use.
• Community contribution ratio: This differentiates passive readers from active posters—ideally, you want the majority of your members to fall into the “active” category. To encourage more posts and engagement, incentivize participation with gamified elements, ask association leaders to create their own posts to lead by example, and start a few fun or low-effort threads to break the ice.
• In-app conversion rate: This tracks how many users complete a specific action, such as signing up for your newsletter or registering for an event. If conversions are lower than you’d like, you may need to remove friction from checkout processes or make your calls to action (CTAs) more engaging.

7. Solicit User Feedback for Continuous Improvement

Listening to user feedback is essential for maintaining high levels of engagement. Regularly seek input from members through surveys, reviews, or feedback forms, and actively respond to their suggestions and concerns. By incorporating user feedback into your app's development roadmap, you can continuously improve the user experience and keep users engaged.

Creating a Valuable & Engaging Mobile App Experience

Driving mobile app engagement is a continuous process that requires a deep understanding of user behavior, personalization, community building, strategic messaging, and continuous improvement. By implementing the strategies discussed in this article and learning from successful case studies, you can take your mobile app engagement to new heights. Remember, keeping users hooked is not just about attracting new users—it's about creating a valuable and engaging experience that keeps them coming back for more.

To connect your member community year-round with Clowder’s mobile engagement app—the number one mobile engagement solution for professional communities— request a demo today. Learn more about how to engage your members by exploring these additional resources:

• Member Engagement Software: How to Choose the Right Platform. Ready to take the next step you need to boost member engagement? Explore this guide to choosing member engagement software.
• How to Create an Association Event Run of Show + Template. Discover how creating a run of show can transform your next association event and access a template.
• How a Membership App Supports Your Association’s Education Programs. Check out this guide to see how a membership app can help you promote your educational offerings to members.