Membership organisations constantly face the challenge of strengthening their membership numbers through effective and engaging outreach initiatives. The digital landscape has changed dramatically over the last decade, with rapid technological advancements and the rise of online platforms, which require organisations to adapt their strategies.
According to MemberWise’s Digital Excellence 2019 Report, member engagement remains a top goal, followed by membership acquisition and retention. The modern market presents an increase in technology challenges, which affect membership demands.
The most significant issues responsible for operational challenges outlined in the survey include inadequate integration, multiple databases, a lack of personalisation, and integrated systems failing to meet all requirements. Therefore, a comprehensive solution needs to address the identified challenges by offering a more seamless membership experience.
Inadequate integration
The inadequate integration between membership management systems and websites makes it difficult for organisations to create user-friendly experiences. Complex systems, disorganised channels, and inaccessible features cause disengagement amongst members, especially with an increasingly digital society that prioritises the user experience.
Additionally, based on earlier research, members alternate between various devices as they browse and engage with organisations. As such, organisations need to ensure that content remains consistently delivered across multiple devices and platforms without lapses or reduced user experience.
Suggested stack solution: Modern membership or AMSs (association management systems) with more accessible APIs (application programming interfaces) are a preferred solution for many organisations. The high integration cost (both financial and time) remains a significant issue for organisations with legacy systems, leading to inadequate integration.
Multiple databases and silos
Data continues to grow in an increasingly complex digital world. Membership organisations may implement multiple databases and silos to accommodate the influx of data. However, the frequent migration of data across various databases or silos carries the risks of breaches and missing components, severely compromising membership management.
Suggested stack solution: Having a ‘single source of truth’ for all membership data is paramount, and so a robust MMS (multimedia messaging service), CRM (client relationship management system) or AMS with the ability to integrate with third party systems, such as your website, financial system, or email marketing platform, is a must. Most MarTech software also helps organisations automate data collection from multiple silos without any compromises to data quality, data integrity or data duplication.
Lack of personalisation
Modern members favour personalisation over generic outreach content. Members seek meaningful messages that relate to their personal preferences and needs, or they may quickly lose interest. Organisations require a reliable means of gathering feedback, which can be assessed and processed toward serving members better.
Additionally, organisations should ensure a secure means of data collection with real-time accuracy, with online user/member protection being a priority in a vastly connected world.
Suggested stack solution: A DXP (digital experience platform), such as Kentico Xperience or Episerver Optimizely, empowers organisations to customise the content according to the specific needs of each member. Choosing a DXP that provides greater flexibility and simplicity of use enables organisations to create powerful content while avoiding excess cost.
Integrated systems that fail
Integrated systems generally fail when there is an interrupted data flow. Real-time transparency of membership activities should always be a priority. A basic API or poorly conducted integration tests are common causes of system failures.
Suggested stack solution: Seamless automation is critical. Choosing a reliable and experienced external partner to create and manage all integrations between systems will enable organisations to provide a stable, tailored, omni-channel membership experience in real time.
Optimising membership management
To wrap things up, whilst membership engagement, retention, and engagement will always present their fair share of challenges, a modern and adaptable MarTech stack, implemented effectively, will undoubtedly make your efforts more effective.
Digital transformation should not be an overly complex process. With the suitable combination of MarTech tools and a digital mindset, organisations will continue to enjoy steady membership growth and consistent engagement with their valued members across the tides of change. Working with a specialist external partner will help you navigate the complex marketplace, selecting and implementing a solution that’s right for you.
If you’re thinking ‘where do I start?’, you can download our free MarTech checklist for membership organisations, to help prepare for and kick-off your conversation with the digital transformation specialists you’re talking to.
Distinction is a digital strategy agency that partners with membership organisations on their digital transformation journey. From delivering engaging online member experiences to digital marketing tactics that consistently increase member acquisition and retention rates, our active strategy approach is member-centric and delivers constant progress against business KPIs.
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