Digital natives are the primary demographic in the global workforce. As Millennial and Gen Z spending power increases, questions around their priorities should be carefully considered. However, that should not come at a cost of losing older members who have supported their chosen associations over many years.
Hyper-personalisation breaks down preconceived notions around demographics. It speaks to every member on an individual, human level. Allowing the association to know the person behind the membership. That’s exactly why hyper-personalisation is essential to stand out and sustain membership growth throughout 2025.
What is Hyper-Personalisation?
Hyper-personalisation uses data, AI, and automation to tailor the entire membership experience to the individual. Instead of offering the same generic resources to all members, the organisation tracks behaviour and preferences through engagement metrics. On the back of which they can automatically recommend:
- Relevant content
- Personalised rewards & benefits
- Events
- Networking opportunities
Based on each member’s career stage, interests, activity or preferences.
Why the One-Size-Fits-All Model Fails
Membership organisations traditionally relied on fixed tiers with or generic predefined benefits. Although this worked in the past, today’s members expect more flexibility and relevance in exchange for their loyalty. Which raises another point; hyper-personalisation has brought marketing demographics into question.
There’s undeniable themes amongst different age groups. The majority of Millennials prioritise technology, wellness and travel. On the whole, Gen Z are entrepreneurial and value brands committed to social causes and their green credentials. Whereas Gen X typically prioritise financial stability, family wellbeing and are known for their independence and resourcefulness.
But even those demographic traits come under scrutiny. After all, Boomers can be just as concerned about the environment as Gen Z. A middle-aged person might switch careers and have to shadow an experienced Millennial. Both Millennials and Gen Z are digital natives yet some of them are technophobes. The point here is, everyone is an individual with their own preferences, interests and behaviours.
How Hyper-Personalisation Solves This Issue
We certainly can identify themes across different demographics. For example, younger people usually prefer their associations to integrate social media. Whereas older members may want their associations to offer rewards and events around health and wellness.
Hyper-personalisation transcends these biases and assumptions, looking past what we expect of a member to what we know about them as a person. Avoiding situations where members receive irrelevant content. Leading to them struggling to see value in their membership, not feeling connection to the association, and finally disengagement.
Hyper-personalisation ensures every member gets value that feels designed just for them. Here’s what that looks like in action for the earlier bullet points above:
Relevant content: Personalised newsletters, research papers, targeted learning resources based on member professional development needs. For example, content related to regulatory updates a finance professional sees, while an HR professional gets leadership training suggestions.
Events: Custom recommendations for both virtual and in-person events relevant to their career goals and previous attendance rates. A member who frequently engages in networking events might be invited to an exclusive leadership forum.
Networking opportunities: Intelligent matching with peers who share similar challenges or complementary expertise for meaningful connections. For instance, a new graduate might be connected with experienced mentors, while senior professionals can network with peers facing similar industry challenges.
Personalised rewards and benefits: Tailored incentives based on member preferences, behaviour, and professional milestones. For example, a long-standing member might receive exclusive access to high-value rewards like premium training courses or event tickets, while early-career members might be offered discounted certifications or learning credits. Members who frequently engage with sustainability topics could receive eco-conscious reward options, while those in an association for musicians, for example, will benefit from perks such as discount concert tickets, special hotel rates and dining experiences.
Hyper-personalisation is Key for Continued Growth in 2025
Now that we’ve seen how hyper-personalisation augments engagement strategies, it’s time to put it into action for continued success in 2025 and beyond. If there’s one unifying need amongst members, it’s personalised experiences alongside hyper-relevant value propositions. See this expectation rather as an invitation by your members to learn more about them. That way, you can deliver value that feels tailored, engaging, and essential.
Propello offers a range of tools to help drive new member acquisition, increase brand loyalty, boost member retention and improve the experience for your members.
Contact us to learn more.
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