Do you ever get the feeling that you’re doing the same thing every year – and the same things as everyone else – but for no better results? This, I think, summarizes all our conversations on engagement. Over the last several years, one of the most common themes has been the concept of membership or stakeholder engagement. How can we establish it? How can we expand it? How can we make it a more ongoing, or annualized relationship? The missing link in our conversations is annualized engagement. Annualized engagement is defined as the interaction between you and your members throughout the year, on an annual basis. How often do they engage with your association, in what manner and how consistently over time? Critical to annualized engagement is the existence of opportunities or channels for annualized engagement. Successful annualized engagement is more likely if there are more, not less, opportunities