Getting members online - what trustees need to consider

Trustees are enhancing their digital communications strategy to boost online member engagement, addressing the divide between online and offline members by exploring various engagement strategies. These include using incentives to encourage online participation, which has shown positive impacts on take-up rates. Analysis of member usage reveals that certain functionalities, such as accessing account information and managing pension plans, are particularly popular. Future efforts to increase online engagement may be influenced by the evolving digital landscape, member preferences, and technological advancements. The implementation of the Pensions Dashboards Programme is expected to significantly alter member engagement by providing a comprehensive and user-friendly platform for pension management. In addition, trustees are incorporating sustainability and diversity, equity, and inclusion (DEI) considerations into their strategy to ensure accessible and inclusive digital initiatives for all members. By addressing these factors, trustees aim to create a more inclusive, engaging, and effective digital environment for managing pensions.