The evolution of membership management
The Membership sector is embracing digital transformation and it’s essential that new solutions deliver to expectations and don’t overcomplicate, freeing up resources to help meet challenges such as: member engagement, member acquisition, member retention and member satisfaction.
With member engagement well and truly the key focus, what can you and your organisation do to tackle it?
1. Evolve and grow – your original system might have been cost effective once, but is now too small or out-of-date to increase new member acquisitions. Keeping current members engaged will be difficult as they will eventually need a smarter solution. Look to invest now, save yourself time later when things could go wrong.
2. Drive member engagement – conduct a member engagement review and then create a member engagement plan. Why not try a personalised approach?
Ask yourself this question – What is the definition of member engagement? Well, it probably means different things to different people, so getting the definition right for your organisation is a great first step to achieving the 3 areas mentioned. The MemberWise Network represents over 4,000 members and uses the following definition:
“True member engagement aligns members’ hearts and minds with the purpose of a membership organisation or association and can directly influence state of mind, thoughts, feelings and current/future actions” (Richard Gott, Chair, MemberWise Network).
So, what’s next for the world of membership? Well by 2020, 71% of membership organisations want their online member engagement analytics to be more refined and advanced. More organisations will integrate their CRM with their website, they will continue to use professional email marketing and look at social networking. The good news is that it’s been predicted by MemberWise that online member engagement will increase over the next few years due to the use of more sophisticated digital technology. The Digital Excellence Conference 2017 will look at this in more depth next week.
Digital transformation is here to stay, and will continue to evolve. TSG can help you on your journey. TSG Tribe 365 was designed specifically for the Membership sector, it is built around a series of wizards and modules that break down key tasks, allowing the user to do a lot more, a lot more effectively.
Pre-book a slot with us at the Digital Excellence Conference next week to talk about your membership management needs.