By Gabi Murphy and Casey Cornelius
Estimated read time: 6 minutes
Gabi Murphy (CredSpark’s Head of Client Relations & Partnerships) and Casey Cornelius (Head of Content & Client Services) hosted a joint webinar that discussed and explored how associations and nonprofits can leverage interactive content to better engage their membership, collect proprietary data & insights, and drive new opportunities for revenue and retention.
The lively discussion showcased how CredSpark’s no-code platform helps associations move beyond static digital experiences (think articles, surveys or PDFs) toward dynamic, conversational tools that deliver actionable data and develop a more human connection with members.
5 Key Takeaways for Turning Interactive Content into Association Growth
- Interactive content transforms static communication into conversation. Quizzes, polls, calculators, and surveys replace passive experiences with two-way engagement, allowing associations to educate and learn from their members simultaneously.
- The value of interactivity lies in data, personalization, and trust. Interactive tools generate zero-party data and insights that members willingly share in exchange for a more valuable experience. This provides associations with more accurate and actionable intelligence while building a more meaningful and mutually beneficial relationship with their members.
- Interactive content directly addresses core association goals and challenges. It helps enhance current membership data, drive consistent and deeper engagement, personalize learning and event experiences, and open new opportunities for additional non-dues revenue.
- Real-world examples show the model in action. Many of CredSpark’s association clients have used CredSpark’s interactive experiences to boost conversions, modernize legacy content, and strengthen community ties.
- CredSpark’s no-code platform makes all of this easy to implement and manage. Associations can create, brand, embed, and analyze interactive content in minutes without developer support, as well as continuously optimize for engagement, business objectives, and member outcomes.
What Is Interactive Content?
In today’s attention economy, static content struggles to hold a member’s focus. Interactive content, on the other hand, invites participation.“When we say ‘interactive content,’ we mean tools that create a conversation. Think quizzes, polls, surveys, calculators, or personalized agendas — anything that lets your members engage and get something in return instantly.”
Gabi Murphy, Client Relations & Partnerships
(Click here to watch the full recorded webinar.)
CredSpark defines interactive content as a two-way experience. Instead of asking members to read or scroll, our association clients ask them to click, answer, or explore, assuring the user of immediate value in return.
Examples include helping a learner assess their knowledge through a quiz; giving a prospective member a personalized recommendation; or prompting event attendees to build their own agenda. Whatever the format, the goal is always to replace passive consumption with active participation.
What Is the Value of Interactive Content for Associations?
For associations, the answer comes down to data, trust, and impact.
“You can spend a lot of time inferring why members behave a certain way, or you can just ask them. Interactive content takes the guesswork out.”
Gabi Murphy, Client Relations & Partnerships
(Click here to watch the full recorded webinar.)
Interactive content captures zero-party data: information users voluntarily share in exchange for value. Unlike traditional surveillance-based analytics or third-party insights, this data is more reliable and more personal
But it also builds trust. When associations ask members questions and respond with tailored information, it signals attentiveness and care. Over time, that creates stronger relationships and improves outcomes such as higher event registration and renewal rates, better targeting for products and learning programs, more engagement for sponsors, and increased perception of membership value.
You don’t have to do all of this guesswork based on inferential data. Interactive content also delivers actionable data points that can directly inform pricing, programming, and engagement strategy.
Interactive content goes far beyond engagement. At its core, it’s about solving real operational and strategic challenges that nearly every association faces.
What Are Some Common Association Solutions That Interactive Content Provides?
Interactive content goes far beyond engagement. At its core, it’s about solving real operational and strategic challenges that nearly every association faces.
“Associations are dealing with lean teams, aging data, and the constant need to prove value to members. Interactive content helps on all those fronts.”
Gabi Murphy, Client Relations & Partnerships
(Click here to watch the full recorded webinar.)
Some of the most common solutions that CredSpark’s association clients use are:
Several associations are transforming how they engage their members using CredSpark:
- Keeping membership data current: Progressive profiling interactions gently update demographic information over time to keep renewal and outreach efforts relevant.
- Driving year-round engagement: Between annual events, interactive polls and micro-assessments maintain an ongoing relationship with members, so associations stay top of mind.
- Generating non-dues revenue: Sponsored quizzes, product-matching tools, and credential-readiness assessments open new opportunities for monetization.
- Streamlining tech demands: With CredSpark’s no-code tools, associations can launch campaigns quickly without pulling developer resources off major projects.
- Enhancing event experiences: Whether it’s to help an attendee create a personalized agenda, or to generate post-event feedback loops, interactive content improves engagement before, during, and after in-person events.
Real-World Use Cases from CredSpark Clients
Several associations are transforming how they engage their members using CredSpark:
- American Management Association (AMA): To promote its new Certified Management Professional (CMP) credential, AMA launched a “readiness quiz.” This simple interaction helped potential learners determine if the credential was right for them — while seamlessly connecting them to free resources or paid prep courses. It bridged the gap between curiosity and conversion, increasing both engagement and revenue opportunities.
- American College of Chest Physicians (CHEST): CHEST took a long-standing print resource and turned it into a digital weekly challenge. Each quiz question linked to explanations and learning resources, which transformed their previously static educational content into a recurring engagement tool. The interactive format also opened the door for sponsors to underwrite future challenges.
- American Society of Mechanical Engineers (ASME): ASME embedded quiz snippets in its newsletters to let their readers answer the first question directly in the email before completing the rest online. This yielded a 95% click-through rate on the first question and a 66% completion rate overall. Using small interactivity features this way yielded a massive boost engagement.
- American Academy of Implant Dentistry (AAID): AAID used a quiz titled “Are Dental Implants Right for You?” to educate consumers and generate qualified leads. Each question personalized the experience and allowed users to self-identify needs while giving AAID rich data on lead intent and demographics. It also provided personalized follow-up recommendations and local dentist referrals to turn this into a two-way conversation between the association and their community.
Top Tips & Strategies for Using CredSpark in your Association
The CredSpark platform makes creating and managing interactive content straightforward, even for small teams with limited technical resources.
“Our no-code tools let associations create, edit, and embed content in real time. You don’t have to wait on a developer to start engaging your members.”
Gabi Murphy, Client Relations & Partnerships
(Click here to watch the full recorded webinar.)
Here’s how associations can replicate these use cases using CredSpark’s app:
Build from templates: Choose from quiz, survey, or poll templates to match goals like credential readiness, event personalization, or lead generation.
Customize and brand: Every interaction is fully branded to your organization’s look and feel to create seamless trust with members.
Embed anywhere: Whether it’s on your site, within a newsletter, or as a pop-up on an event page, the software is engineered to ensure each piece fits naturally into your existing digital ecosystems.
Gather analytics instantly: Accessing engagement metrics and response data in real time allows you to tweak language or flow for better performance.
Iterate quickly: Test new questions, calls-to-action, or recommendation paths without needing engineering intervention. This will keep engagement continuous and adaptive.
CredSpark’s app essentially becomes the engine that powers your association’s interactive strategy, from data capture to personalized member experiences.
Interactive content turns engagement into insight by capturing valuable membership data, generating leads, and checking the pulse of your community on key issues that pertain to their profession. Deploying interactive content effectively and intentionally within your organization’s use case starts with understanding that it:
Recap
Interactive content turns engagement into insight by capturing valuable membership data, generating leads, and checking the pulse of your community on key issues that pertain to their profession. Deploying interactive content effectively and intentionally within your organization’s use case starts with understanding that it:
- Is a two-way exchange of value.
- Delivers measurable outcomes, from better data to stronger trust.
- Solves pressing association challenges like retention, relevance, and resourcing.
Next Steps
- Start small: Identify one piece of existing content (a resource, survey, or course) in your online ecosystem that could become interactive.
- Visit our “Client Examples Gallery” at credspark.com/client-examples for more inspiration.
- Experiment with a quiz or poll in your next newsletter or event promotion.
- Reach out to support@credspark.com to see how CredSpark can help tailor a solution for your goals.
By
Casey Cornelius
Casey Cornelius is a former educator with deep experience in learning and development, curriculum design, and assessment. She also has more than five years experience working with B2B marketing and audience development teams to create engaging, enriching interactive content.
By
Gabi Murphy
Gabi Murphy is a Customer Success Manager at CredSpark, helping clients achieve their goals through engaging online content.
She has over 20 years of experience working with diverse teams and organizations, with a background in operations, customer service, and corporate communications.
