By Kimberly Corcoran, CMCA, AMS, PCAM, Colorado Association Services, AAMC®– an Associa Company
Now more than ever, it is important for association leaders to do what they can to stay engaged with their membership and build community. The events over the last 18 months have increased our appetites for human connection and added even more reasons and ways communities can benefit by coming together in social settings. As we re-introduce ourselves to our neighbors and promote harmony within our chosen communities, these events can provide the opportunity for residents to connect outside of just the business aspects of the association. Community events can be held no matter the size or type of community, and there are several factors to consider when holding your event to ensure it is successful.
- Know your audience. Depending on the demographics of your residents, plan an event that will appeal to a large portion of the population. Lots of young families? Consider a movie night or bike parade. Mostly working professionals? A wine and cheese social might be a better fit. If there is a good mix, alternate event types so that there is something for everyone. If you are unsure what type of event would be appealing to residents, ask them!
- Consider the budget. Holding an event for the community typically involves spending association funds so boards should be mindful of this when planning events. There are plenty of ideas that can be done with little to no expense by the community. Halloween decorating contests are fun and easy to organize, and winners can receive gift cards or even be highlighted in the community newsletter. Book clubs, seasonal pot lucks and community garage sales are all low cost/no cost ideas that are great for associations dipping their toes in the event planning arena. Building solid partnerships with association contractors and suppliers can also be helpful as they are often willing to support or sponsor community events.
- Be inclusive. It is difficult to find a magic bullet event that appeals to every resident but let their engagement level be their choice. Events should be well advertised and communicated to all resident types (owners, tenants, etc.). There should be an air of transparency, and an avoidance of secrecy around events or the feeling of needing a special invitation – if you truly want to engage with residents, make them feel welcomed.
- Find a cause to support. If you have a secure common area, you can coordinate food drives, coats for kids, or other events that serve the greater community and serve to bring residents together in support of a common cause. If there is no secure drop off point, coordinate with an organization a date and time that donations can be dropped off, provide coffee and donuts, and ask the non-profit to take away the donations. You’ll meet your neighbors while gathering goods for a worthy cause. Reach out to an animal rescue and coordinate an adoption event in the community. Plan a ‘green’ event and coordinate recycling pickup, a shredding service and planting a tree in the common area.
- Try and try again. Don’t be surprised if the first effort at a community event has low attendance, especially if engagement between neighbors is generally low. There are many factors that go into growing participation – more communication/advertising, word of mouth, varying types of events, timing that aligns when people are more apt to be in town, etc. Resist the urge to give up after the first try. Also, be reasonable when deciding what ‘success’ looks like for your community. It could be argued that the occurrence of a positive interaction within the community is a win. As with most things, success comes with practice!
If the board is not able to dedicate the additional time to planning community events, get a committee together. Inevitably, there is at least one person in the community who wants to know their neighbors and build a social connection where they live. Empower them to invest their energy and ideas within parameters established by the board.
If your association is truly committed to building community and having more engagement with residents, it is worth the repeated effort of planning events and bringing neighbors together socially. “There is no power for change greater than a community discovering what it cares about.” ~ Margaret J. Wheatley
As a results-oriented leader, Kim Corcoran supports the team in delivering exceptional service and value to the Board and communities we serve. In a business that demands strong relationship skills, Kim understands the importance of effective communication and providing excellent and proactive customer service. Kim’s expertise in budgeting, operations, and board governance produces solutions, helping to create strong teams, partnerships, and results.
