The Key to Increasing Award Program Participation and Member Engagement

Award programs are vital engagement tools for membership-based associations, but many struggle with low participation rates. In this comprehensive guide, based on Reviewr ecent webinar, we’ll explore proven strategies to boost award program participation by at least 30% while strengthening overall member engagement.

Why Participation Is Down

Before diving into solutions, it’s important to understand the common barriers that lead to decreased participation:

Nomination Barriers

• Outdated processes (fillable PDFs, email submissions)
• Non-modern experiences with high barriers to entry
• Limited awareness and marketing

Timeline Issues

• Restricted nomination periods that miss engagement opportunities
• One-shot conversion windows that don’t accommodate member schedules

Coverage Gaps

• Categories that don’t represent all member demographics
• Lack of alignment with member values and interests

Perception Problems

• Members questioning “what’s in it for me?”
• Unclear benefits of participation

Program Stagnation

• Programs that haven’t evolved with changing member needs
• Running awards “because we always have” without strategic purpose

Action Item 1: Implement a Dual Nominator → Nominee Workflow

What It Is

A two-stage nomination process that separates the initial nomination (by peers) from the detailed application (by nominees themselves).

Why It Matters

Traditional nomination processes either burden nominators with excessive information requirements or limit participation to self-nominations. This dual approach removes barriers while ensuring high-quality submissions.

Benefits

• Increases nomination volume by lowering initial barriers
• Improves submission quality with accurate information from nominees
• Boosts member engagement by creating more touchpoints
• Enhances the nominee experience by acknowledging their recognition
• Creates multiple opportunities for automated follow-up

Implementation Plan

Phase 1: Process Design

• Map your current nomination process and identify friction points
• Create two distinct form templates:Nominator Form: Who are you? Who are you nominating? Why?Nominee Form: Detailed information relevant to your award categories
• Determine privacy settings (whether nominees see nominator comments)
• Design the notification workflow between nomination and application

Phase 2: Communication Development

• Create announcement messaging explaining the new dual process
• Develop email templates:Nomination acknowledgment to nominatorsCongratulatory notification to nomineesInstructions for nominees to complete their applications
• Prepare FAQ documentation for members about the new process

Phase 3: Technical Setup

• Build or configure both forms in your preferred platform
• Set up the data connection between nomination and application forms
• Create automation rules to:Notify nominees when they’ve been nominatedTrack conversion from nomination to completed applicationMerge multiple nominations for the same individual
• Test the entire workflow with sample nominations

Phase 4: Reference Process Redesign (Optional)

• Replace traditional reference letters with structured templates
• Create 3-5 standardized evaluation questions for references
• Set up the reference submission process with:Simple link-based access for referencesClear submission deadlinesAutomated reminders

Phase 5: Launch and Monitor

• Announce the new process to your membership
• Track key metrics:Number of nominations receivedConversion rate from nomination to applicationCompletion time for nomineesNumber of multiple nominations per nominee
• Make adjustments based on feedback and performance data

Sample Nominator Form

Professional Association Excellence Awards – Nominator Form

About You:

• First Name: [Text Field]
• Last Name: [Text Field]
• Email Address: [Email Field]
• Member ID (optional): [Text Field]

About Your Nominee:

• Nominee First Name: [Text Field]
• Nominee Last Name: [Text Field]
• Nominee Email: [Email Field]
• Award Category: [Dropdown Menu]Rising Star (30 Under 30)Industry InnovatorCommunity ImpactLeadership ExcellenceChapter Achievement

Tell Us Why:

• Why are you nominating this person/chapter? What specific achievements, contributions, or qualities make them deserving of recognition? (250 words maximum) [Text Area]

Confirmation:

• I understand that my nominee will be notified of this nomination and will need to complete a more detailed application to be considered for the award.
• I agree to be identified as the nominator to the nominee. (Optional)

[Submit Nomination] button

Sample Nominee Form

Professional Association Excellence Awards – Nominee Application

Personal Information:

• First Name: [Text Field] (pre-filled)
• Last Name: [Text Field] (pre-filled)
• Email Address: [Email Field] (pre-filled)
• Member ID: [Text Field]
• Years of Membership: [Number Field]
• Current Position/Title: [Text Field]
• Organization: [Text Field]
• Professional Bio (150 words maximum): [Text Area]
• Professional Photo: [File Upload]

Award Category Information:

• Award Category: [Text] (pre-filled, non-editable)

Qualification Questions: (These would vary based on award category – example below is for “Industry Innovator”)

• Describe the innovation or approach you’ve implemented in your work/organization: [Text Area]
• What challenge or opportunity was this innovation addressing? [Text Area]
• What measurable results or impacts have you achieved through this innovation? [Text Area]
• How has your innovation influenced others in the industry or your organization? [Text Area]
• How has your membership in our association contributed to your professional growth or this achievement? [Text Area]

Supporting Materials:

• Upload relevant documentation, images, or testimonials (3 file maximum): [File Upload]
• Link to relevant website, video, or additional information (optional): [URL Field]

References:

• Reference #1 Name: [Text Field]
• Reference #1 Email: [Email Field]
• Reference #1 Relationship to you: [Text Field]
• Reference #2 Name: [Text Field]
• Reference #2 Email: [Email Field]
• Reference #2 Relationship to you: [Text Field]

Confirmation:

• I confirm that the information provided is accurate and complete.
• I agree to be featured in association publications and events if selected as a finalist or winner.

[Save Draft] [Submit Application] buttons

Action Item 2: Establish 24/7/365 Nomination Collection

What It Is

A perpetually open nomination system that allows members to submit nominations year-round, not just during designated periods.

Why It Matters

The traditional time-limited nomination window misses countless opportunities when members are most motivated to recognize peers. “You have one shot to convert someone considering into action.”

Benefits

• Captures nominations at the moment of highest motivation
• Creates a larger pool of nominations to draw from
• Provides ongoing content for member communications
• Reduces the pressure of time-limited campaigns
• Maintains continuous awareness of your award program

Implementation Plan

Phase 1: Infrastructure Development

• Create or modify your nomination form for evergreen use
• Build a permanent location on your website for the nomination form
• Develop a database structure to store and categorize ongoing nominations
• Create tagging systems for:Award categoriesSubmission datesReview cycle assignments

Phase 2: Process Adaptation

• Redefine your award timeline to distinguish between:Continuous nomination collection (always open)Nominee application periods (scheduled)Formal review cycles (scheduled)
• Develop protocols for managing nominations received between formal cycles
• Create procedures for notifying off-cycle nominees when review periods approach

Phase 3: Marketing Integration

• Add “Nominate a Peer” calls-to-action across your digital properties:Website navigationMember portalEmail signaturesNewsletters
• Create physical reminders (QR codes on printed materials, event signage)
• Develop messaging explaining the “always open” nomination process

Phase 4: Content Strategy

• Design a plan to leverage nominations for ongoing content:Member spotlights”Why I Nominated” featuresNomination trends and insights
• Create templates for nomination-based content
• Establish an editorial calendar for nomination features

Phase 5: Launch and Promotion

• Announce the new “always open” nomination process
• Include nomination reminders in regular member communications
• Create strategic prompts during key organizational moments:After conferences or eventsFollowing successful projects or initiativesDuring membership renewal periods
• Monitor nomination patterns to identify trends and opportunities

Action Item 3: Automate Strategic Reminders

What It Is

A systematic approach to follow-up communications that guides nominators and nominees through the completion process.

Why It Matters

“All humans procrastinate,” and structured reminders can increase completion rates from approximately 30% to 80%.

Benefits

• Dramatically increases form completion rates
• Reduces administrative burden of manual follow-up
• Creates consistent messaging and expectations
• Builds momentum as deadlines approach
• Provides valuable tracking data on engagement

Implementation Plan

Phase 1: Audience Segmentation

• Identify all stakeholder groups requiring reminders:Nominators who have started formsNominators who completed nominationsNominees who haven’t started applicationsNominees who started but didn’t finishReference providersReview team members
• Map the specific actions you want each group to take
• Determine appropriate timing for each group

Phase 2: Message Development

• Create message templates for each audience segment:Confirmation/thank you (immediate upon action)Initial reminder (3-7 days after action needed)Mid-cycle reminder (1-2 weeks before deadline)Urgent reminder (3-4 days before deadline)Final reminder (1 day before deadline)
• Develop messaging variants to prevent “reminder fatigue”
• Incorporate progress indicators where applicable
• Include specific next steps and direct links in each message

Phase 3: Automation Setup

• Configure your email/marketing automation platform with:Trigger rules based on user actionsConditional logic for message variationsAppropriate timing intervalsSuppression rules for completed actions
• Set up tracking parameters to measure effectiveness:Open ratesClick-through ratesCompletion rates after each reminder
• Test the complete automation sequence

Phase 4: Cross-Channel Integration (Optional)

• Extend reminder strategy beyond email:Text message reminders (for critical deadlines)In-platform notifications (if using a member portal)Personal outreach for high-value nominations
• Coordinate timing across channels to avoid overwhelming recipients
• Phase 5: Launch and Optimization
• Activate the reminder system with your next award cycle
• Monitor key performance indicators:Response rates by message typeConversion rates at each stageTime-to-completion patterns
• Refine messaging and timing based on performance data
• A/B test message variations to optimize effectiveness

Sample Reminder Sequence for Nominators

Confirmation Email (Immediate)

Subject: Thank you for nominating [Nominee Name] for the [Award] Award!

Dear [Nominator Name],

Thank you for taking the time to nominate [Nominee Name] for our [Award Category] Award! Your recognition of their achievements helps our community celebrate excellence and inspires others.

What happens next:

– [Nominee Name] will receive notification of their nomination

– They will need to complete a detailed application by [Deadline Date]

– Final selections will be announced on [Announcement Date]

Want to recognize someone else? Our nomination form is open year-round. [Nominate Another Peer Link]

Thank you for your participation in our awards program!

Best regards,

[Association Name] Awards Team

Nominee Status Update (3 days after nominee notification)

Subject: Update on your nomination of [Nominee Name]

Dear [Nominator Name],

We wanted to let you know that [Nominee Name] has been notified of your nomination for the [Award Category] Award. They now have until [Deadline Date] to complete their application.

Your thoughtful nomination makes our awards program possible, and we appreciate your participation in recognizing excellence within our community!

Have questions about the awards process? Reply to this email or visit our FAQ page. [Link]

Best regards,

[Association Name] Awards Team

Nominee Reminder (If nominee hasn’t started application after 1 week)

Subject: Action needed: Your nominee hasn’t started their application

Dear [Nominator Name],

We noticed that [Nominee Name], whom you nominated for the [Award Category] Award, hasn’t yet started their application. Sometimes a personal encouragement from the nominator can make all the difference!

Would you consider reaching out to let them know you nominated them and encourage them to complete their application? The deadline is [Deadline Date], and we’d hate for them to miss this opportunity for recognition.

If you need any assistance or have questions, please don’t hesitate to contact us.

Best regards,

[Association Name] Awards Team

Final Reminder (2 days before deadline, if nominee hasn’t completed)

Subject: Last chance for your nominee to complete their application

Dear [Nominator Name],

This is a final reminder that [Nominee Name]’s application for the [Award Category] Award is still incomplete, and the deadline is just two days away ([Deadline Date]).

Your nomination highlighted their valuable contributions, but without a completed application, the selection committee won’t be able to consider them for this recognition.

A quick personal reminder from you might help ensure they don’t miss this opportunity!

Thank you for your participation in our awards program.

Best regards,

[Association Name] Awards Team

Thank You (After nominee completes application)

Subject: Good news! [Nominee Name]’s application is complete

Dear [Nominator Name],

We’re pleased to inform you that [Nominee Name] has completed their application for the [Award Category] Award. Thank you for recognizing their achievements and initiating this process!

What happens next:

– Our selection committee will review all applications

– Finalists will be notified by [Finalist Notification Date]

– Winners will be announced on [Announcement Date]

Your participation helps make our community stronger by recognizing excellence and inspiring others.

Best regards,

[Association Name] Awards Team

Sample Reminder Sequence for Nominees

Nomination Notification (Immediate)

Subject: Congratulations! You’ve been nominated for the [Award Category] Award

Dear [Nominee Name],

Congratulations! We’re pleased to inform you that you have been nominated for the [Award Category] Award in recognition of your outstanding contributions and achievements.

This nomination comes from [Nominator Name, if permission given] who values your work and impact on our community.

To be considered for this award, you’ll need to complete an application that provides our selection committee with more information about your accomplishments.

Next steps:

1. Complete your application by [Deadline Date] [Start Application Button]

2. Gather supporting materials for your submission

3. Identify 1-2 references who can speak to your achievements

The application takes approximately 30 minutes to complete, and you can save your progress and return later.

We look forward to learning more about your achievements!

Best regards,

[Association Name] Awards Team

Welcome/Instructions Email (After first login)

Subject: Welcome to your [Award Category] Award application

Dear [Nominee Name],

Thank you for starting your award application! We’ve created this guide to help you submit the strongest possible application.

Your application should highlight:

– Specific achievements related to the award criteria

– Measurable results and impacts

– How your work relates to our industry’s best practices

– Your professional growth and contributions

Tips for success:

– Be specific and provide examples

– Include metrics and outcomes where possible

– Share your unique perspective and approach

– Explain why your work matters to our field

You can save your progress at any time and return to complete your application before the [Deadline Date] deadline.

Need help? Contact us at [Email] or [Phone].

Best regards,

[Association Name] Awards Team

Progress Reminder (7 days after starting, if incomplete)

Subject: Your award application is in progress – here’s how to finish

Dear [Nominee Name],

We noticed you’ve started your application for the [Award Category] Award but haven’t completed it yet. You’re already [X%] of the way there!

Your current progress:

✓ Personal information

✓ Professional background

□ Achievement details

□ Supporting materials

□ References

You have until [Deadline Date] to complete your application. Remember, this recognition is a valuable opportunity to showcase your achievements to the community.

[Continue Application Button]

Need assistance? We’re here to help! Contact us at [Email].

Best regards,

[Association Name] Awards Team

Mid-Cycle Reminder (2 weeks before deadline, if incomplete)

Subject: 2 weeks left to complete your award application

Dear [Nominee Name],

This is a friendly reminder that you have two weeks remaining to complete your application for the [Award Category] Award. Being nominated is already an honor, and we want to ensure your achievements receive full consideration by our selection committee.

The deadline for submission is [Deadline Date].

Common questions at this stage:

– What supporting materials should I include? [Link to guidelines]

– How detailed should my responses be? [Link to examples]

– What are judges looking for? [Link to criteria]

[Continue Application Button]

We’re here to help if you have any questions or need assistance.

Best regards,

[Association Name] Awards Team

Urgent Reminder (3 days before deadline, if incomplete)

Subject: Time is running out: 3 days left to complete your award application

Dear [Nominee Name],

This is an important reminder that your application for the [Award Category] Award is still incomplete, and the deadline is just three days away ([Deadline Date]).

Don’t miss this opportunity to be recognized for your achievements! Your application status shows the following sections still need attention:

[List incomplete sections]

The good news is that you still have time to complete your submission. Set aside 30 minutes today to finish your application.

[Complete Application Now Button]

If you’re experiencing any difficulties or have questions, please contact us immediately at [Email] or [Phone].

Best regards,

[Association Name] Awards Team

Final Reminder (1 day before deadline, if incomplete)

Subject: LAST DAY to complete your award application

Dear [Nominee Name],

Tomorrow is the final deadline for the [Award Category] Award application. Your nomination highlighted your valuable contributions, but without a completed application, the selection committee won’t be able to consider you for this recognition.

You can still complete your application today. We’ve made it easy to finish quickly:

1. Focus on the essential questions marked with asterisks (*)

2. Upload at least one supporting document

3. Submit your application by 11:59 PM tomorrow

[Complete Application Now Button]

Need immediate assistance? Contact us at [Phone] today.

Best regards,

[Association Name] Awards Team

Confirmation (Upon completion)

Subject: Congratulations! Your award application is complete

Dear [Nominee Name],

Congratulations on completing your application for the [Award Category] Award! Your submission has been received and will be reviewed by our selection committee.

What happens next:

– Our selection committee will review all applications

– Finalists will be notified by [Finalist Notification Date]

– Winners will be announced on [Announcement Date]

While you wait, we encourage you to:

– Update your professional profile with your nominee status

– Share your nomination on social media using #[AssociationAwards]

– Check out last year’s winners for inspiration [Link]

Thank you for your participation and for your contributions to our community.

Best regards,

[Association Name] Awards Team

Action Item 4: Develop Strategic Award Categories

What It Is

A thoughtfully designed set of award categories that ensures representation across your entire membership while advancing your strategic objectives.

Why It Matters

Many award programs unintentionally exclude significant member segments or fail to reflect evolving organizational priorities. Strategic categories create pathways for diverse participation.

Benefits

• Increases participation across all member demographics
• Aligns recognition with organizational mission and values
• Creates opportunities for emerging member segments
• Refreshes program interest with contemporary relevance
• Builds mini-communities around specific interests or achievements

Implementation Plan

Phase 1: Member Analysis

• Gather demographic data on your current membership:Career stage (early, mid, established)Geographic distributionOrganizational type/sizeMembership tenureSpecialty areas or interests
• Analyze historical award participation by segment
• Identify underrepresented or disengaged groups
• Survey members about recognition preferences

Phase 2: Strategic Alignment

• Review your organization’s strategic plan and priorities
• Identify key behaviors or achievements you want to encourage
• Map industry trends and emerging areas of importance
• Consider your association’s unique value proposition

Phase 3: Category Development

• Implement the five-category framework:Future-focused: “30 Under 30,” “Rising Star,” “Emerging Leader”Innovation: “Disruptor Award,” “Creative Solution,” “Tech Forward”Diversity & Inclusion: “Bridge Builder,” “Inclusive Leader,” “Diversity Champion”Community Impact: “Service Champion,” “Volunteer of the Year,” “Public Good”Chapter/Group Excellence: “Chapter Growth,” “Innovative Chapter,” “Regional Impact”
• Create clear, specific criteria for each category
• Develop distinct evaluation rubrics appropriate to each category
• Establish eligibility requirements that ensure accessibility

Phase 4: Review Process Design

• Assign appropriate reviewers to each category
• Create category-specific evaluation tools
• Establish scoring systems that reflect category priorities
• Develop reviewer training materials for each category

Phase 5: Launch and Promotion

• Create category-specific marketing materials:Visual identities for major categoriesTargeted messaging for each member segmentPrevious winner examples where available
• Develop a promotional plan highlighting new or updated categories
• Create nomination guides for each category
• Implement category-specific ambassador programs

Action Item 5: Engage Members in Selection

What It Is

A structured approach to involving your broader membership in the award selection process, complementing expert evaluation with peer input.

Why It Matters

Member involvement creates wider ownership of the program and increases overall engagement with both the awards and the association.

Benefits

• Creates broader investment in the award program
• Increases award visibility throughout your membership
• Provides valuable marketing and promotional opportunities
• Builds anticipation for results announcement
• Establishes greater transparency in the selection process

Implementation Plan

Phase 1: Selection Model Design

• Determine your approach to member involvement:Member’s Choice awards alongside juried selectionsPublic voting as one component of overall scoringNomination-only public involvement
• Establish clear guidelines for how member input will be weighted
• Create safeguards against popularity contests or ballot manipulation
• Design the voting/input mechanism (ratings, votes, comments)

Phase 2: Public Showcase Development

• Design nominee profile templates that balance:Compelling personal/professional informationAchievement highlightsConsistent formatting for fair comparisonPrivacy protections for sensitive information
• Create the technical infrastructure:Public-facing nominee gallerySearch and filter capabilitiesVoting/rating mechanismSocial sharing functionality
• Develop moderation protocols for user-generated content

Phase 3: Communication Planning

• Create messaging explaining the member involvement process:How to participateHow input will be usedTimeline for involvementImpact on final selections
• Develop promotional assets:Announcements for voting periodsNominee marketing kits for self-promotionSocial media templates and hashtagsEmail notifications and reminders

Phase 4: Engagement Tracking

• Set up analytics to measure:Voting/participation ratesTime spent reviewing nomineesSocial sharing activityComment/feedback volume
• Create dashboards to monitor engagement in real-time
• Develop reporting mechanisms for nominees and leadership

Phase 5: Launch and Management

• Open the public showcase and voting period
• Implement a progressive communication strategy:Initial announcement with high visibilityMid-period highlights and featured nomineesFinal countdown messaging
• Monitor engagement and address any issues in real-time
• Gather feedback for process improvement

Action Item 6: Create the Member Engagement “Flywheel”

What It Is

A systematic approach to leveraging award winners and nominees as engagement drivers throughout the year, creating a self-reinforcing cycle of participation.

Why It Matters

The traditional awards program concentrates all energy into a single event, missing countless opportunities to create ongoing value and engagement from the recognition process.

Benefits

• Transforms awards from events into year-round engagement tools
• Creates multiple touchpoints with your membership
• Provides high-quality content featuring authentic member voices
• Builds deeper connections between recognized members and peers
• Demonstrates the tangible value of association membership

Implementation Plan

Phase 1: Annual Engagement Calendar

• Map your entire association calendar (events, publications, initiatives)
• Identify strategic integration points for award-related activities
• Create a balanced 12-month plan including:4-6 major touchpoints (webinars, events, features)12+ minor touchpoints (spotlights, articles, social content)
• Ensure representation across different award categories

Phase 2: Winner/Finalist Ambassador Program

• Develop structured roles for recognized members:Mentorship opportunities with newer membersContent creation responsibilitiesSpeaking and presentation opportunitiesCommittee or task force leadership
• Create clear expectations and commitment guidelines
• Develop orientation materials for new ambassadors
• Build feedback mechanisms to measure impact

Phase 3: Content Creation Framework

• Establish a content development process:Interview templates for consistent collectionEditorial standards and formatsMultimedia plans (video, audio, written)Distribution channels and schedules
• Create content themes aligned with organizational priorities
• Develop a content calendar with assigned responsibilities
• Build measurement protocols for content engagement

Phase 4: Cross-Program Integration

• Design integration points with other association initiatives:Professional development programs featuring winnersMember roundtables led by recognized membersMentorship matching with award recipientsRegional or special interest networking featuring winners
• Establish handoff procedures between program managers
• Create cross-promotional opportunities across initiatives

Phase 5: Measurement and Optimization

• Implement tracking for:Engagement metrics across all touchpointsParticipation growth in related programsMember retention correlation with award engagementContent performance by type and category
• Conduct regular reviews of the engagement calendar
• Gather feedback from ambassadors and participants
• Refine the approach based on performance data

By implementing these six actionable strategies, associations can transform their award programs from isolated events into powerful engines for member engagement. “Every program that you offer is an engagement touchpoint with your membership, and each one of them supplements one another.”

Start by addressing your most pressing challenge, whether that’s declining nominations, limited demographic participation, or post-award engagement drop-off. Even implementing just one or two of these strategies can yield the promised 30-35% increase in participation while creating lasting engagement benefits for your association.