The digital landscape has shifted massively over the last few years, and technical capabilities and member expectations have changed just as rapidly. For membership organisations, meeting these expectations means investing in new technologies to service members better.
As many membership organisations look for ways to cut costs, generate new members and find efficiencies within their businesses, many are now turning to digital as a tool to achieve these new goals. The opportunities that exist once a membership organisation has defined a digital strategy can be huge.
What are the major goals and challenges for membership organisations?
In a sector where communication is key, membership organisations are under increased pressure to service their members better and improve digital efficiencies. The need to ‘go digital’ has never been more apparent. According to Memberwise in their most recent research summary report, the prominence of digital challenges suggests a high degree of pressure on organisations to define and deliver effective digital strategies that enable their key goals. Complexity of systems, channels and features, along with an increasingly demanding digitally savvy member population, makes this a tricky area to get right.
To understand how to move forward, it’s important to recognise what the key goals and challenges are:
Goals
- Membership engagement – How can we keep members engaged and promote what we offer?
- Acquisition and retention of members – How do we continually acquire new customers and retain existing members?
- Member benefits and expectations – How can we demonstrate our value to members and communicate our offering?
- Membership satisfaction – Are our members getting the most out of their membership and what can we do to ensure they are happy?
Challenges
- Digital commitment – How do we embrace the communicative power of digital to deliver?
- Reputation – Can we clearly demonstrate our value to all members?
- Inadequate integration – Is the technology we have suitable for what we need to achieve and is our membership management system and website integrated?
- CRM – Is our database integrated and up to date?
How is technology transforming the way membership organisations operate?
The digital shift is not only about building a new website, but improving internal operations: creating more effective communication channels with members and driving efficiency through closer operational relationships. This all starts with using the right digital tools. Here we take a look at some of the digital tools available to help leverage your membership organisation:
Website analytics
Using website analytics will help you translate your data into meaningful, actionable insights, and identify areas of opportunity. Generating reports at regular intervals means that strategic and day-to-day decisions can be data-driven.
AMS/CRM (Association Management System/ Customer Relationship Management System)
A CRM system can benefit your business by helping you centralise, optimise and streamline your communications with members, and deliver better segmentation, member retention, speedier communications, and enable you to create effective marketing campaigns personalised to your members.
Personalised Content
At a time when customers have increasing demands and are no longer satisfied with traditional means of mass communication, content marketing is of great value to marketers. Members don’t just want to be informed, they want to be engaged, and they want it to be personal. Response rates to personalised content is high and when the value of each member is high taking the step to personalise is the way forward.
Reduced Manual Processes
From member applications to surveys, by leveraging digital transformation processes businesses are now forgoing traditional methods of member recruitment and using digital forms and portals meaning member data can be updated faster and easier than ever. Not only does this create a speedier process and reduces costs but up to date information will create a better user experience for your members.
With a transition into the ‘new normal’ now is the time to be embracing digital and the possibilities are endless. With tools to make your marketing more effective and leverage your business. So what are you waiting for? Tackle some of those challenges and meet your goals by embracing digital.
Spindogs are a full service digital agency based in Cardiff, London and Oxford specialising in digital marketing and Website design and development, working with a range of organisations in the membership sector for over 15 years. @spindogsdigital [email protected]
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