Tailored Engagement: How Associations Are Using Tech to Meet Members' Unique Needs

Tailored Engagement: How Associations Are Using Tech to Meet Members' Unique Needs

by Towsif Nasor

With the influx of recent new technologies, associations are more than ever making member engagement and personalization a priority. Over the last couple of years I have had the privilege of assisting multiple associations better utilize their technology.During this time, the importance of their members is something each and every association highlighted.
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Leveraging the correct technology effectively can transform the strategies used to drive member engagement, personal experience, and value. Here are some of the most impactful ways I have seen organizations restructure the way they engage their communities. 

​A More Personalized Experience

Associations have access to a plethora of member data. Often, while the data is there, organizations are left to wonder how to manifest its real value. By leveraging business analytics tools, organizations can identify trends and behaviors to help tailor a more customized member experience. Looking at historical data, organizations can form more personalized content recommendations, events and development programs that meet the needs of their members. Not all organizations are able to do this in-house, and that is okay. In such an instance, engaging with a data specialist can bring real value to the organization.

Utilizing Digital Platforms to Drive Member Engagement

During the pandemic, we saw a shift to virtual events and digital engagements. While many in-person events have returned, it seems that a hybrid approach is preferred in today’s age. Organizations in our community have embraced digital platforms and enabled their members to have methods of meaningful year-round engagement, rather than only annual meetings. There are well known tools that help associations achieve this goal. Many of these platforms offer opportunities to virtually network, engage in online communities, have access to on-demand content, and webinars bringing further value to these platforms.

Staying Modern in Tools and Styles

As technology is evolving, we see organizations try to stay up to date with technology. Whether it is their website, their current AMS, marketing tools or AI, oftentimes I hear association professionals express how their members need a more seamless experience. Sometimes the styling of the website just becomes clunky over time, and maybe isn’t as mobile friendly and as efficient as it should be. Other times, they have outgrown their AMS and need an upgrade to accommodate their goals. Addressing these needs, ultimately helps organizations provide a better experience and value to their members which in turn, enhances member engagement.

As the landscape of member engagement initiatives evolves, associations must be willing to adopt new technologies to meet the growing needs of their organization and members. Embracing these innovations can help associations improve engagement and further nurture relationships with their members. 

Through the efforts of data driven personalization or enhanced digital platforms, the opportunities for innovation that can help enhance the experiences of your members are endless. I have seen firsthand how powerful these tools can be when properly implemented, and associations that are willing to invest in these areas can find themselves well positioned to be successful for years to come.
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Is your association’s technology aligned with the unique needs of your members? Contact us today to see how Strategico can help you implement solutions that drive member engagement.