Start with Structure and Intent
No two communities are the same — and they shouldn’t be. Anna Williams of Verve shared how their community work spans everything from 50,000-person panels to intimate groups of B2B decision-makers. What unites these diverse efforts is intentionality. Before anyone joins, Verve considers how people want to participate, what motivates them and how to make the experience feel relevant and easy.
Steve Hill from Escalent echoed the importance of getting the fundamentals right. He reminded us that engagement isn’t automatic. “We assumed people would just take part,” he said of his first community project. “They don’t.” Getting the foundation right means setting expectations, designing with purpose and preparing to adapt.
Engagement Is a Conversation
Sustaining engagement isn’t about asking more questions — it’s about asking better ones. For Silvia Pirola at Cambridge University Press, engagement means giving people a reason to return. Her community of 300+ teachers thrives because the experience goes beyond surveys. Members connect with each other, share tips, contribute to monthly topics and even serve on award panels. They’re not just participants — they’re collaborators.
Anna and Steve emphasized the same: engagement deepens when community members feel heard. That requires active moderation, meaningful dialogue and a clear understanding of what participants value most.
The Human Element, Elevated by Technology
Technology supports scale, but human connection remains at the heart of community. All three panelists spoke to the delicate balance of using tools like AI to enhance, not replace, the moderator’s role.
AI can surface patterns, accelerate responses and even suggest smarter questions — but it can’t replicate curiosity, empathy or insight. As Anna put it, “AI and the human are a team.” Used well, technology amplifies what people do best.
Keep It Personal and Authentic
Personalization doesn’t just boost participation — it builds trust. From tailoring incentives to segmenting moderation duties, thoughtful touches ensure members feel seen. Steve noted that even something as simple as tone of voice should reflect the brand’s personality. Whether serious, playful or anything in between, authenticity makes members feel like they’re in the right place, speaking to the right people.
Silvia offered a powerful reminder: engagement also means knowing when to let go. Cambridge’s quarterly inactivity check-ins give members a polite off-ramp if they’re no longer interested. This clarity keeps communities fresh, responsive and respectful.
Plan for Momentum, Not Just Moments
Research might be the catalyst, but consistent engagement keeps communities alive. Steve recommended a quarterly plan to maintain variety and relevance, especially when some member segments aren’t actively involved in current research. Regular, light-touch activities give everyone a chance to participate and stay connected.
Meanwhile, Anna stressed the value of feedback loops. When participants see how their input drives change — whether through stakeholder videos, exclusive events or visible product updates — engagement transforms into advocacy.
Looking Ahead: The Future Is Flexible
As communities grow more complex, adaptability becomes essential. Technology will continue to play a role, especially in streamlining support and spotting emerging trends. But the panelists agreed: what makes communities successful is the care behind them.
From thoughtful design to responsive moderation, it’s clear that building authentic engagement requires intention, creativity and a human-first mindset.
Closing Thoughts
At Recollective, we know successful communities don’t happen by chance. They’re shaped by people who listen deeply, design purposefully and lead with empathy. Whether you’re launching your first community or evolving a mature one, the path to lasting engagement starts with understanding — and the willingness to build something together. For more great insights from our panel discussion, watch the full webinar now.
We’re here to help you every step of the way.
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