If you want to create a better partnership with your chapters, find an idea that will energize them, like ANA did. Come up with a program your chapters can get behind and make their own—not something that’s focused on your association, but something that’s focused on the people in your industry or profession.
Nikki and Natasha proposed their idea to the team: #fitnursefriday, a social media campaign promoting a healthy lifestyle for nurses.
Every week, ANA shared social media posts with tips on how to be a fit nurse. Designed to be conversation starters for the nursing community, these posts covered exercise, healthy eating, motivation, hydration, sleep, and stress reduction.
They decided upon a social media initiative since ANA already had a large following on Facebook. Their goals for the #fitnursefriday campaign were:
- Drive community engagement
- Increase ANA’s visibility
- Spark member-to-member interaction
- Give members opportunities to participate in a community initiative
- Provide value to members
HOW TO SELL A NEW IDEA TO YOUR COLLEAGUES
It wasn’t so difficult to sell their idea to the member engagement team because their idea aligned with an ANA “grand challenge” already in the works: Healthy Nurse, Healthy Nation, an initiative designed to transform the health of the nation by improving the health of America’s 3.6 million registered nurses.
And, with 2017 being named by ANA as the Year of the Healthy Nurse, #fitnursefriday fit right into the association’s strategy. Nikki said, “We brought the team a fun idea that could positively impact our members and state associations. But, we also brought a concrete plan that included tactics for implementing our proposed program.”
THE EXPLOSIVE GROWTH OF #FITNURSEFRIDAY
One of the charges of ANA’s member engagement team is to start projects as Minimum Viable Products (MVPs)—products developed with only enough features to satisfy early adopters. These early adopters provide feedback that informs further product development. The team uses MVPs to test new engagement ideas, figure out how to measure success, and how to tie engagement back to ANA’s strategic goals.
#fitnursefriday started as a pilot that was supposed to run for only 90 days. “We weren’t even sure if members would be interested,” said Natasha. “But, after 90 days, engagement was really good so we were able to continue.”