Technology is an important part of how membership organisations and associations work. It can simplify membership management and improve member engagement through personalised experiences.
In this article, we’ll be discussing how toxic technology is holding back membership organisations.
What is Legacy Technology?
Technology that isn’t fit for purpose, is non-compliant, hard to integrate with, and has limited support can be classed as ‘Legacy Technology’’. It is harmful to the progress and development of your organisation and can result in the loss of your members and be detrimental to your reputation.
The Negative Impact of Legacy Technology on Membership Associations
1. Poor Member Engagement
Member engagement is the lifeblood of any association. It promotes community awareness, active member participation, and organisational success. Legacy technology can undermine this engagement by sabotaging personal interactions among your members.
This has become more of a problem as digital communication replaces face-to-face interactions. The lack of engagement with their peers and association leadership may leave members feeling disconnected and disengaged.
Solution
Membership associations can strategically use member rewards and engagement platforms to combat toxic technology. These platforms offer several benefits to boost engagement:
- Personalised member experiences: Engagement platforms can use member data to provide relevant information and opportunities that match members’ interests and needs.
- Gamification: Using game elements like points, badges, and leaderboards to reward participation boosts active member engagement.
- Effective communication moderation: Engagement platforms can help associations send members timely and relevant information without overwhelming them with notifications.
- Feedback mechanisms: Platforms allow members to provide feedback and suggestions, helping associations improve member engagement with real data.
- Targeted rewards and incentives: Member rewards and engagement platforms can help associations implement targeted incentives and rewards programmes to boost member participation.
2. Data Security Risks
When organisations use toxic technology, they risk data breaches, identity theft, and member distrust. This is especially important for associations that handle sensitive member data like personal information and payment details.
Solution
Organisations must invest in cybersecurity to protect member data. This includes using robust encryption and intrusion detection systems to safeguard private data and monitor possible threats.
It’s also crucial to consider the human aspect. A study revealed that human error accounts for over 95% of security breaches. Train and educate staff on data security best practices to reduce the risk of breaches.
3. Missed Personalisation Opportunities
Personalisation is essential for keeping members engaged in the digital age. A recent study found that feeling understood and valued inspires loyalty in 74% of customers.
Failing to personalise interactions can lead to disengagement and undermine the membership experience. If members do not feel understood or valued, they will not participate actively in events or contribute to projects.
Solution
Leveraging member data is key to personalisation. According to McKinsey, focusing on improving personalisation can boost revenue by 10% to 30%.
Member engagement platforms help make this possible. They allow associations to tailor communication and member experiences to individual preferences.
4. Inefficient Operations
Membership organisations must streamline operations to effectively manage memberships, coordinate events, and communicate with members. Technology plays a crucial role in making this achievable.
Solution
Membership associations should invest in administrative automation and member engagement technology to boost operational efficiency. According to a survey, automating manual processes can cut operational costs by 60%.
5. Lack of Adaptability
Emerging technology often offers new ways for associations to engage members, offer better services, and grow. This means that those organisations that cannot adapt to new technology may lose valuable growth and revenue-generating opportunities. This can hurt the organisation’s ability to attract and retain members who want modern and efficient experiences.
Solution
A study found that businesses that actively pursue innovation tend to outperform their rivals. Collaborate with members and staff on new initiatives and technological improvements to leverage a diverse range of perspectives and ideas that will drive growth.
Protect Your Members
Legacy technology can indeed hold back membership organisations. It hinders member engagement, data security, personalisation, efficiency, and innovation. By recognising and addressing these challenges, organisations can create a successful, member-centric future where technology is an asset rather than a barrier to growth.
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