Launching a mobile app at your annual meeting is a smart move. But what happens after the closing session?
Too often, associations treat mobile apps like single-use tools: great for one event, then forgotten.
But a mobile app can do much more. When used strategically, it becomes a powerful platform for member engagement, communication, and even revenue generation.
Here’s how to keep your members returning to your app – not just during events, but all year long.
- Set the Expectation at Launch
Your members won’t keep using the app unless you give them a reason. Start by positioning it from day one as your association’s primary channel for updates, alerts, and access.
That means:
- Train speakers and staff to refer to the app throughout your event
- Include QR codes on slides, signage, and printed programs
- Share “what’s next” in the app, like upcoming CE courses, member spotlights, or policy alerts
You will probably see thousands of downloads in a matter of days when you launch during a major event. But sustained engagement comes from what you do next.
- Build a Real Content Strategy
Treat your mobile app like any other communications channel, with a planned cadence of content that meets member needs and aligns with organizational goals.
Best practices include:
- Pinning key content: Spotlight events, CE programs, or special initiatives
- Push notifications: Use sparingly and strategically for major news, polls, or reminders
- Subgroups and segments: Deliver targeted updates to chapters, committees, or member types
- RSS automation: Populate your news feed with timely updates from internal sources
Bonus: Use the app to give early or exclusive access to important resources. That’s a great incentive for members to download and check in regularly.
- Promote It Relentlessly
Even if your app is great, members won’t think to check it unless you remind them. That’s why consistent, multi-channel promotion is essential.
Include the app in:
- Email signatures
- Newsletter sidebars
- Zoom and Teams backgrounds
- Event PowerPoint templates
- Website popups or chatbots
Remind members frequently via email, text, and social posts, especially when new resources are added or deadlines are approaching.
- Use Incentives to Drive Traffic
You don’t need to rely on flashy giveaways. Strategic incentives tied to member value go much further:
- Push-only discount codes for event registration or renewal
- First access to big announcements
- In-app-only content, such as toolkits or job postings
- Polls and surveys that gather input and reinforce value
These tactics keep your app fresh and reinforce that important things happen there first.
- Lean on Your Advisor
If you’re working with a partner like Clowder, you’re not on your own. Client advisors will help with content calendars, graphics, onboarding support, and even hands-on support when your team is stretched thin.
That’s a huge asset, especially for smaller teams juggling multiple channels. Some client advisors even create and upload content directly into the app when needed.
- Track What Works and Build on It
From downloads and logins to poll responses and click-throughs, your app should give you rich engagement data that you can use to:
- Understand what content drives the most activity
- Tailor future campaigns and notifications
- Identify which member segments are most active, and which may need more attention
Your App Can Do More Than You Think
Your app isn’t just a tool for events. It’s a platform for building stronger member relationships, delivering high-value content, and reinforcing your brand as a trusted source of information and opportunity.
The key is to treat it like a living, breathing part of your communications strategy, not a one-time project.
Want help planning an app strategy that works? We’d be happy to share more ideas.
Or join us for our webinar: How to Launch a Mobile App That Members Actually Use Year-Round