Lead with belonging: A strategic guide to member engagement for legal associations

Behind every thriving legal association is something you can’t always measure on a spreadsheet—belonging. Over the past several months, I’ve had the privilege of working alongside dozens of legal associations, and the most successful ones share something powerful in common: they create consistent, purposeful, and community-driven experiences for their members. If you’re a board member or leader of a legal association, here are five standout practices I’ve observed—plus creative, actionable tips to help bring them to life.

1. Create a rhythm members can count on

Why it matters:

Consistency breeds confidence. When members know your association always hosts CLEs on Wednesdays or mixers on the last Thursday of the month, they’re more likely to attend—and invite colleagues.

Strategic tip:

ALA Silicon Valley Chapter has nailed this with events like CLE courses on Thursdays and themed networking events often with engaging, relevant activities. Their members don’t need to guess—they know when and where the value will show up.

Try this:

• Choose a consistent weekday for CLEs and a different one for social events.
• Publish a quarterly calendar to build anticipation.
• Add light branding (themes, colors, taglines) to build identity and recognition.

2. Make mentorship a cornerstone, not a side project

Why it matters:

Mentorship is one of the most meaningful ways to help legal professionals thrive. Whether it’s guiding new paralegals, supporting early-career attorneys, or helping legal admins grow into leadership roles, a thoughtful mentorship program builds loyalty, confidence, and real connection.

Strategic tip:

I’ve seen firsthand how powerful mentorship can be—both as a mentor and a mentee. It’s helped me grow professionally and personally, and it’s one of the most impactful ways I’ve been able to give back. Your members are likely looking for the same thing: guidance, growth, and someone who’s been there.

Try this:

• Start with a simple interest form: Who wants to be mentored? Who’s open to mentoring?
• Match participants by shared interests, practice areas, or goals.
• Kick off with a mentorship orientation or social mixer to build momentum.
• Offer quarterly check-ins or prompts to keep the connections active and valuable.

3. Collaborate with business partners in meaningful ways

Why it matters:

When business partners are treated as thought leaders, not just vendors, everyone wins. Members gain access to fresh insights, and partners bring added value that elevates the experience.

Strategic tip:

We recently partnered with a Bay Area association to co-host a CLE on San Francisco eFiling Made Easy – Avoid Common Pitfalls. It wasn’t a sales pitch—it was an educational deep dive, and the response was overwhelmingly positive.

Try this:

• Invite partners to co-present CLEs or host roundtables.
• Build a quarterly content calendar that includes member-relevant topics from your sponsors.
• Host an “Ask Me Anything” panel with one sponsor rep, one member, and one moderator. Let attendees ask questions about legal tools, tech, or best practices.

4. Listen. Then act.

Why it matters:

Your members are your greatest source of insight—but only if you’re asking. When associations actively collect feedback and share what they’ve learned, trust and engagement soar.

Strategic tip:

Experiment with short, single-question polls after events. Then share the results with members and explain how the feedback will shape the next event.

Try this:

• Send quarterly micro-surveys (3 questions max).
• Use anonymous polls at events or in newsletters.
• Create a “You Spoke, We Listened” section in your email updates.

5. Infuse programming with purpose—and personality

Why it matters:

The most memorable associations don’t just educate—they connect. When programming includes space for human connection, celebration, and yes, even fun, members stay longer and show up more often.

Strategic tip:

National Creditors Bar Associations (NCBA) excels here. From their “Coffee Break Series” to member peer groups and annual, education-rich events — they’re building a professional community that doesn’t feel stiff or transactional.

Try this:

• Introduce member spotlights in emails or at events.
• Celebrate milestones like promotions, certifications, or years of service—think of it as your own “Member Hall of Fame.”
• Host a “Walk in My Shoes” storytelling series where members or guest speakers share personal career journeys, pivotal cases, or lessons learned. Keep it conversational and real—like a TED Talk but built for your community.

Community is a competitive advantage

The legal landscape is evolving fast—new tech, new expectations, new professionals entering the field. Associations that succeed won’t just keep up—they’ll lead with heart, strategy, and consistency.
So, whether you’re planning your next board meeting or your next year of programming, ask yourself:

Are we building a place people want to return to?

If the answer is “maybe,” or “we’re trying,” these five practices are a great place to start.

Want more inspiration?

We’re spotlighting more association success stories in next month’s partner newsletter—including examples of creative programming, member-driven educational sessions, and business partner collaborations that worked. Not on our partner newsletter list yet? Sign up here.