Member Engagement in Action: How to Build Impactful Special Interest Groups

In an era where personalized experiences and community-driven engagement matter more than ever, Special Interest Groups (SIGs) are becoming an essential part of association strategy. But launching or scaling SIGs effectively requires more than enthusiasm—it takes structure, support, and a clear sense of purpose.

This peer-driven session will explore how high-performing associations are leveraging SIGs to deepen engagement, develop leadership pipelines, and increase member value. Whether you’re building from scratch or optimizing existing groups, you’ll leave with actionable insights and proven ideas to strengthen your SIG strategy.

Discussion Themes:

Why SIGs Matter
Understand how SIGs can create more relevant, targeted value for your members—and why they’re key to modern association models.

Autonomy vs. Alignment
How do you empower SIGs while keeping them connected to the broader mission?

Leadership Development & Succession
Discover how SIGs can be incubators for future board members, volunteers, and champions.

Technology & Tools
Explore the platforms that support engagement, management, and communication for thriving SIGs.

Measuring What Matters
Learn how to define success and measure the ROI of your SIG efforts—from engagement metrics to member retention.

What You’ll Take Away:

You’ll leave with frameworks, tools, and peer-tested strategies to build (or reboot) SIGs that drive real member value—while strengthening your overall community and leadership bench.

Featured Guest:

Robin Osterley, Chief Executive of the Charity Retail Association, representing the UK’s vibrant network of charity shops. With a background spanning music, education, and the third sector, Robin has led CRA since 2015, advocating for social impact, sustainability, and community retail. A former choral conductor and seasoned membership leader, he brings decades of experience in governance, marketing, and organisational leadership.