As technology advances, associations are seriously rethinking how they engage with their members. If you’re not already, you might start soon!
Gone are the days of one-size-fits-all communications and generic benefits packages. Today’s members want and expect experiences tailored to their unique needs, and apt technology is the key to meeting their expectations.
The future of member experience lies at the intersection of personalization and technology.
By leveraging data analytics and cutting-edge tools, your association can create meaningful, individualized connections with your members. Let’s explore how personalization and technology are shaping the member experience landscape and what your association can do to stay ahead.
[Related: Preparing for a Technology Transition: A Change Management Playbook for Associations]
Why Personalization Matters for Associations
Personalization isn’t a trend — it’s a fundamental shift in how people interact with organizations. In the association world, members want a few key items:
- Relevant content. Information aligns with their professional goals, interests and challenges.
- Customized benefits. Opportunities and resources meet their specific needs.
- Timely engagement. Well-timed communication arrives through their preferred channels.
By truly personalizing your members’ experiences, your association increases satisfaction, boosts engagement and strengthens loyalty. This can even help you attract more members.
[Related: How To Encourage Innovation at Your Association]
How Technology Is Driving Personalization
Technology provides associations with powerful tools to better understand and serve their members. Here are three ways tech is reshaping member experiences.
1. Data-Driven Insights
In simple terms, modern association management systems (AMS) and customer relationship management (CRM) platforms collect and analyze member data. Both systems reveal valuable insights about member preferences, behaviors, and trends.
You can use this data in several ways:
- Identify your most engaged members
- Tailor event invitations based on past attendance
- Recommend relevant content or training programs
[Related: Understanding the Difference: AMS vs. CRM for Associations]
2. Artificial Intelligence (AI) and Machine Learning
AI-powered tools have the game-changing ability to predict member needs and automate personalized interactions. For example, AI can scrutinize and fine-tune your messaging:
- Suggesting professional development courses based on career stage
- Offering membership renewal incentives customized to individual preferences
- Analyzing survey feedback to prioritize new initiatives
[Related: Is Now the Right Time To Integrate or Automate Your Association Tech?]
3. Personalization at Scale
The right technology allows your association to deliver specialized experiences — no matter how large and diverse your membership is. For instance, you can take advantage of these options:
- Dynamic website content changes based on user profiles
- Automated email campaigns, segmented by your members’ interests and/or demographics
- Virtual event platforms offering highly customized agendas
[Related: 6 Helpful Virtual Tools for Nonprofits]
Personalization in Action: Enhancing the Member Journey
The member experience doesn’t stop after someone joins your association — it’s an ongoing journey.
For example, you can use data to create a personalized welcome experience for onboarding, introducing new members to the benefits and resources most relevant to them.
Or if you want to enhance engagement, try leveraging technology to recommend events, articles, and networking opportunities per individual preferences.
And let’s not forget about retention! Keeping your existing members is just as important as gaining new ones. Consider tracking your current members’ activity to identify disengaged members, then re-engaging them with targeted offers or check-ins.
[Related: Aligning Technology With Organizational Goals Beyond the IT Department]
Overcoming Challenges in Personalization
While personalization offers incredible benefits that you shouldn’t overlook, your association may still face challenges:
- Data silos. Fragmented data hinders personalization efforts — bottom line. Investing in integrated platforms helps unify your member information.
- Privacy concerns. Members certainly value personalization, but they also expect you to securely handle their data. Your association should adopt transparent practices and comply with data privacy regulations to ensure security.
- Resource constraints. Personalization requires time and technology. Partnering with IT experts or outsourcing tasks to vendors can bridge resource gaps.
[Related: How To Protect Your Association in a Digital World]
Looking Ahead at Future Technology for Enhanced Member Experience
As technology continues to evolve, so do the possibilities for personalization.
Keep an eye out for upcoming trends such as hyper-personalization. This involves using AI and predictive analytics to deliver experiences unique to each member.
Immersive technologies are also on the rise! Virtual and augmented reality applications have the ability to create highly engaging interactions via virtual conferences and networking events.
And let’s not forget about the importance of platform integration. The more seamless connections you can make among your AMS, CRM, and other tools, the better. Cohesion allows you to gain a 360-degree view of member needs.
[Related: ASAE Annual Meeting 2024 Recap — We Are Learning New Tech So You Don’t Have To]
Embrace the Future of the Member Experience With Dennison & Associates
Associations that embrace personalization and technology stand out in a crowded landscape.
Now’s the time to deliver relevant, timely, and meaningful experiences. This approach strengthens member relationships and demonstrates your organization’s top-tier value.
Does your association need help connecting, engaging, and inspiring members? Dennison & Associates is here to assist. Contact us today to see how we can get the ball rolling.
Featured image via Pexels
