When it comes to associations, there's often a lot of focus on membership numbers - whether it’s retaining existing members or analyzing your efforts to land new members.
When it comes to growing your association, particularly in this era of heightened consumer expectations, there’s a fundamental concept that should be at the heart of your strategy: the association member experience.
In this blog, we’ll take a deeper look at what association member experience is and why it’s a critical corporate strategy that your organization needs to focus on.
What is Association Member Experience?
At its core, association member experience refers to the sum total of interactions, feelings, and perceptions that members have with your association.
This encompasses everything from the onboarding process for new members to the manner in which they consume content, the value they derive from their membership, the ease of accessing benefits, and their overall level of engagement and satisfaction.
Much like customer experience (CX) in the corporate world, association member experience is about creating a holistic and positive experience for members throughout their entire lifecycle with the association.
Why is the Member Experience Crucial for Your Association?
- Retention and Renewals: Positive member experiences lead to higher retention rates. If members understand the value of your association and feel engaged, they're more likely to renew their memberships year after year.
- Increased Engagement: Happy members become ambassadors. They're more likely to refer colleagues and peers, helping your association grow organically.
- Word-of-Mouth Referrals: An enriching association member experience boosts engagement levels, whether it’s through conference participation, online forum discussions, or volunteering.
- Revenue Opportunities: Engaged members are more likely to invest in premium offerings, be they courses, certifications, or other value-add services.
- Digital Transformation Alignment: As your association evolves in the digital era, focusing on association member experience can help ensure that technology is employed in ways that genuinely enhance the member journey rather than detracting from it.
Ways Your Association Can Enhance its Member Experience
1. Understand Your Members
This might sound rudimentary, but many associations make the mistake of assuming they know what their members want without regularly soliciting feedback. Surveys, focus groups, and one-on-one interviews can provide invaluable insights into how you can use analytics to better build happy members.
2. Streamline Digital Interactions
If your association's website feels like a relic from the early 2000s, it's time for an upgrade. Ensure your online portals are intuitive, mobile-responsive, and user-friendly. Not sure where to start? Check out our recent blog, Association Web Design: 5 Key Things to Keep in Mind.
3. Personalize the Member Experience
Leverage data analytics to deliver tailored content and experiences. If a member shows interest in a particular topic, ensure they receive related content and event notifications through personalized content creation. Insights into your members’ emotions and behaviours, as well a the creation of buyer persona, will ensure your association is creating content that is truly valuable for your audience.
4. Provide Improved Value
Regularly assess and communicate the benefits of membership. This might mean revamping old programs or introducing new ones based on member needs. Building value for your members may in some cases involve business transformation, ensuring that your overall association strategy is aligned with your marketing efforts.
5. Train Your Team to Provide a Consistent Experience
Every interaction with association staff affects the member experience. Regular training ensures that your team understands the importance of each touchpoint and can deliver consistent positive experiences.
Are you ready to spark growth for your association by enhancing the member experience? Get in touch with the Halmyre team of marketing and transformation experts today. Find out how our Marketing ROI Audit can help your organization learn what’s working, what’s not and how to improve the value of your marketing dollars.
