Strategies for a High-Octane Champions Program (Best of Super Forum 2024)

Organizations are increasingly turning to champion programs and customer advocacy to harness the enthusiasm and expertise of their most passionate supporters. It’s more often a strategy that corporate companies and brands use to engage existing and new customers, but it can be equally effective for associations and members.

Champion programs are particularly effective because many potential members and customers today trust PEOPLE more than they may trust a brand or company. A potential customer hearing from their peers about all the value your organization provides is more powerful than most company marketing. That’s why so many associations say their biggest driver of membership growth is member referrals.

Champion programs, when executed effectively, can drive significant benefits for associations and companies, rangeing from member or customer acquisition, to enhanced brand advocacy, to invaluable insights for product development.

Read on for tips on building and sustaining a champion program, based on a great session from Catherine Hackney of Confident Communities Consulting at Higher Logic’s Super Forum 2024. (And watch the recording below!)

The Formula for Successful Champion Programs

A champion program is a structured initiative where your organization collaborates closely with loyal members, customers, employees, or other stakeholders who are deeply invested in your organization’s success. These individuals act as advocates, providing feedback, creating content, and promoting the organization within their networks.

Let’s take a look at some of the elements of a high-performing champion program:

Prepare the Foundation for Your Brand Champions

Before launching a champion program, you must have essential foundational elements in place.

• Get leadership to endorse and support the program. leader buy-in ensures that resources and attention are allocated appropriately.
• Define a clear mission and vision for the program, accompanied by SMART (Specific, Measurable, Achievable, Relevant, Time-bound) goals that align with broader organizational objectives.
• Draft a charter outlining the program’s overview, timeline, success metrics, and expected outcomes as well. This will give you something to look back on so you can see if the program is on track and meeting expectations.
• Create a distinctive program brand that resonates with both participants and your intended audience, fostering recognition and enthusiasm.

Find the Right Brand Champions

Selecting the right champions is crucial for program success.

• Establish clear criteria for participation, emphasizing engagement level, character traits, and alignment with program goals.
• Utilize data to identify naturally engaged members who already demonstrate a genuine interest in the organization. Having the right people to start with will ensure your program has the best support possible from the get-go.
• Personally invite selected members to join the program, emphasizing the exclusive nature of their role, and have them complete a questionnaire or agreement to officially commit to their role and responsibilities.

Onboarding and Communicating with Brand Champions

Smooth onboarding sets the stage for ongoing engagement.

• Onboard and introduce new champions gradually to maintain manageable growth and personalized attention. Create transparency with two-way communication channels that clarify expectations, roles, and potential exit strategies.
• Tailor the onboarding experience to each champion’s interests and strengths, ensuring they feel valued from the start. The key is to remind your members of the value that they add to the program and foster that from the beginning.
• Define a structured communication plan, including meeting schedules and agendas, to maintain regular engagement and keep communication lines open.

Manage, Empower, and Reward Champion Engagement

Active engagement sustains momentum and commitment. Empower champions with resources and recognition.

• Monitor and recognize champions’ contributions, tracking both quantitative metrics and qualitative feedback. Invite champions to contribute to case studies, content creation, and mentoring newcomers, leveraging their expertise.
• Regularly acknowledge and reward champions for their efforts, reinforcing their sense of value and belonging. Conduct periodic surveys and interviews to gather feedback, adapting the program based on the input you receive.
• Provide ongoing training on platform tools, community engagement strategies, and organizational updates.
• Offer early access to beta tests, previews of new products, and direct connections with organizational leadership.
• Spotlight champions internally and externally through newsletters, social media, and events, celebrating their achievements regularly.

Review and Adjust Champion Strategies

Continuous improvement ensures long-term viability. Regularly review program effectiveness, gathering insights from both champions and organizational stakeholders. Be prepared to make adjustments mid-term based on feedback and evolving organizational needs. Recognize when a program is not meeting its goals and be willing to restructure or sunset it gracefully.

Enjoy the Benefits of Your Champion Programs

A well-executed champion program can be a game-changer for organizations seeking to amplify their impact and deepen customer or employee engagement. By investing in the right people, nurturing their involvement through structured communication and recognition, and maintaining a flexible approach to program management, organizations can cultivate a community of advocates who propel their success forward.