Members, associations and the technology curve!

I loved speaking to over 1,400 attendees at the Xperience18 Conference in Orlando. Talking about disruption, technology and the changing nature of associations!  Great group of folks!

Associations bring together very large gatherings of individuals who deeply care about the organization. Whether for-profit or not-for-profit, ultimately, associations of all kinds are the engines that keep like-minded interests and individuals together.  Academia, Social Good, Technology, Trade Associations and all associations, have one common element: Their membership and keeping loyalty high, active and vibrant is critical.

For the longest time associations have been able to proceed in a similar pace, often using technology when needed. However, members today are way ahead of the curve and member expectations are growing dramatically. If I am a women in tech, I expect my association to not only to be where I can get cutting edge info, but I need my association to understand ME, know ME!

And no, this does not mean having a mobile app or an amped-up website. But rather, to know who I am, what my history has been and what I look for in my association. This is about PERSONALIZATION! Knowing me is the theme.

In the associations that I belong to, I am still waiting for the organization to leverage technology to bolster up the membership and deeply reach the members. Don’t ask me to send comments in when you are not going to relate that input into ME and Who I am!  Let’s be honest, not much has changed in the member and association relationship. It is mainly about the association choosing what information is shared and how.

The outlook for personalization is brilliant and one which will allow associations to know, recognize and meet the needs of members in such a way to not only keep the member happy, increase loyalty and giving dramatically, but also to grow the association and make it RELEVANT to the member. Imagine the possibilities. Imagine getting a letter that does not start with: “Dear Member,….”

Rather

“Dear Jackie:  We have appreciated x,y,z which you have done and this much you have donated and how long you have been a member and these things that matter to you. Let us share with you, what is relevant to you!!!” Imagine your reaction to this letter.

We need to reduce the gap between member expectation and association offerings by leveraging technology to enable personalization at a much more productive level.

What do you think?

Disrupt | Innovate | Lead

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