--- title: "Daily Buzz: Do You Need an Online Community?" id: "44036" type: "post" slug: "daily-buzz-do-you-need-an-online-community" published_at: "2018-09-10T19:37:11+00:00" modified_at: "2018-09-10T19:37:11+00:00" url: "https://associationsnow.com/2018/09/10/daily-buzz-do-you-need-an-online-community/" markdown_url: "https://associationsnow.com/2018/09/10/daily-buzz-do-you-need-an-online-community.md" excerpt: "Digital communities offer a lot of benefits, but if your association is only seeking increased engagement, it might be time to consider another strategy. Also: why traditional sponsorship tiers need to be rethought." taxonomy_category: - "Membership" taxonomy_post_tag: - "AssociationsNow" - "Digital Engagement" - "Membership" - "online communities" taxonomy_content_format: - "Article" taxonomy_role: - "Association CEO / Executive Director" - "Executive Team" taxonomy_persona: - "Association Professionals" --- [Home](https://associationsnow.com/) » [Articles](https://associationsnow.com/format/article/) » Daily Buzz: Do You Need an Online Community? An online community can boost your organization’s reach and help meet strategic goals. But what people aren’t talking about is that these perks might not apply to all associations. In fact, if you’re just hosting an online community for engagement, it’s likely your organization needs to take a closer look at what you really need from a digital community space since “engagement” is so broad. [According to community manager Marjorie Anderson (opens in a new tab)](https://communitybyassociation.com/2018/09/09/is-an-online-community-right-for-your-association/?utm_campaign=&utm_medium=social&utm_source=twitter&utm_content=IsAnOnlineCommunityRight&utm_term=) , it is worth it for your association to explore online community if it’s trying to accomplish these three things: 1. Reach a broader audience. 2. Increase in-person participation. 3. Develop community as a holistic part of the organization. On the other hand, if your organization is creating an online community simply for “engagement” or because it’s trendy, it might serve you better to think of other strategies. “Take a wide view to help figure out whether an online community will help you serve these people any better than you are now when it comes to YOUR association,” Anderson says. “If not, don’t add overhead and added expense where it’s not necessary.” ### Rethinking Sponsorship Tiers > Excellent advice. Sponsorship marketing: evaluating the platinum-gold-silver-bronze structure — by James Personius @AssnMediaPub [https://t.co/fHhrNr1yLn (opens in a new tab)](https://t.co/fHhrNr1yLn) > [#assnchat (opens in a new tab)](https://twitter.com/hashtag/assnchat?src=hash&ref_src=twsrc%5Etfw) > [pic.twitter.com/SPhe4JlPSG (opens in a new tab)](https://t.co/SPhe4JlPSG) > > — Deirdre Reid, CAE (@DeirdreReid) [September 10, 2018 (opens in a new tab)](https://twitter.com/DeirdreReid/status/1039191798126665728?ref_src=twsrc%5Etfw) **Just because something is common** within the association space doesn’t mean it’s not worth rethinking. And it’s with that in mind that association sponsorship guru James M. Personius is pushing against the status quo of sponsorship—the platinum-gold-silver-bronze (PGSB) structure—which puts larger sponsors on a higher tier than smaller ones. [In a blog post for Association Media & Publishing (opens in a new tab)](https://www.siia.net/amp/Publications/Blog/Index/Post/76746/Sponsorship-Marketing-Evaluating-the-Platinum-Gold-Silver-Bronze-Structure) , Personius says the model has a number of weaknesses, among them the perception problem that is naturally raised: > With higher prices and a hierarchy in names (platinum, diamond, etc.), PGSB emphasizes the prices sponsors pay as a sign of sponsor value; it creates a hierarchy of perceived prestige across sponsors based on sales amounts. PGSB is inherently biased toward larger, established companies over smaller companies or new entrants. Yet, most innovation and new solutions emerge from the latter category. Personius suggests thinking about sponsorships in term of membership, rather than support. “The best sponsors focus on their solutions to member problems and needs,” he adds. “Successful sponsorships help associations, members, and sponsors. PGSB focuses primarily on association needs.” ### Other Links of Note **Gen Z grew up in the age of technological innovation.** When it comes to your next conference, here’s what you can do to attract Gen Z-ers, [from the MemberClicks blog (opens in a new tab)](http://blog.memberclicks.com/your-guide-to-gen-z-will-they-be-at-your-next-conference) . **Working with freelancers can be complicated.** They might not know your association needs, but you might not know their expertise either. NTEN shares [tips on how to bridge the freelancer-nonprofit divide (opens in a new tab)](https://www.nten.org/article/how-to-work-with-freelancers-when-their-work-is-a-mystery/) . **Leaders have to tackle many things, including business negotiations.** *Fast Company* outlines [six common negotiating mistakes you could be making and how to fix them (opens in a new tab)](https://www.fastcompany.com/90225908/all-the-things-youre-doing-wrong-in-negotiations) . (MicroStockHub/iStock/Getty Images Plus) [Jeff Hsin](https://associationsnow.com/author/jeff-hsin/) [More articles by this author](https://associationsnow.com/author/jeff-hsin/) Tags: [#Digital Engagement](https://associationsnow.com/tag/digital-engagement/) [#Membership](https://associationsnow.com/tag/membership/) [#online communities](https://associationsnow.com/tag/online-communities/) **Stay Informed** [Subscribe to our free newsletter](https://associationsnow.com/newsletter/) , *Associations Now Daily News*, to find out what’s happening in the association world every business day. ## You Might Like - [TemplateMembers onlyMember Onboarding ToolkitNovember 5, 2026](https://associationsnow.com/2026/11/05/member-onboarding-toolkit/) - [PodcastAssociations Now Presents: Beyond the Tech Stack: How AI Is Changing the Association PlaybookOctober 29, 2026](https://associationsnow.com/2026/10/29/associations-now-presents-beyond-the-tech-stack-how-ai-is-changing-the-association-playbook/) - [VideoThe Career Moves Every Association Leader Needs Right NowSeptember 24, 2026](https://associationsnow.com/2026/09/24/the-career-moves-every-association-leader-needs-right-now/) - [VideoNCRA: Safeguarding Cancer Surveillance: An Advocacy Response to FY26 Budget ThreatsSeptember 24, 2026](https://associationsnow.com/2026/09/24/ncra-safeguarding-cancer-surveillance-an-advocacy-response-to-fy26-budget-threats/) ## Comments **Comments are for ASAE members.** [Learn more about comments on this site.](https://associationsnow.com/comments/) [Log in](https://associationsnow.com/login?redirect_to=https%3A%2F%2Fassociationsnow.com%2F2018%2F09%2F10%2Fdaily-buzz-do-you-need-an-online-community%2F%23comments) to your member account or [join ASAE](https://my.asaecenter.org/select-a-membership-type/) !