Associations are experiencing considerable change as they spotlight on making more remarkable, hyper-customized encounters for their members. As this happens, an individual from an association never again views themselves as simply a member, but an ‘involved participant’. They’re showing that they want to be committed to the association, rather than just be an observer.
As technology keeps evolving, it is having a significant impact on how associations work. It enables them to foster better connections with their members and engage them more effectively. Technology makes membership easier and more productive. Because of this, an association would benefit greatly by providing their members with their own individual “journeys” or experiences.
Developing member journeys doesn’t simply mean developing an all-inclusive process for regular membership operations like renewing and signing up. A member journey involves creating personalized experiences for each member, based on their particular needs and interests. The member journey strategy ideally should include constant consistent communication, providing value, as well as opportunities for members to learn, grow and get more involved.
The ingredients required for a complete member journey are– brand engagement, involvement, learning opportunities, access to resources and community building. Each member will have their own unique journey and will require different ingredients at different stages.
For a successful member journey, the following aspects should be included:
1. Consistent Communication: Keep your members informed about the association’s activities. This not only makes them feel like they’re a part of the association, but also keeps them updated about the latest offerings.
2. Value: Providing regular value through relevant content or resources is essential for member engagement and satisfaction.
3. Opportunities: Involve members in creative projects or events. Offering them opportunities to collaborate allows them to contribute actively and experience personal growth.
4. Learning: Provide your members with opportunities to learn and upskill. This not only benefits them personally, but also allows them to contribute more effectively to the association.
5. Community: Foster a strong sense of community within your association. This can be achieved by holding regular events or facilitating online discussion platforms for members to interact.
6. Resources: Ensure that members have easy access to all the resources they need, such as information about events, educational content, and member data.
It’s important to keep in mind that the member journey needs to be flexible, as each member’s needs and interests might change over time. The member journey strategy should be able to evolve and adapt to these changes.
When you provide your members with a memorable experience, they move from being just a member to an involved participant. They feel a deeper connection with your association, and more inclined to contribute and engage. It’s not just about meeting their needs, it’s about exceeding their expectations.
From building stronger relationships to creating dynamic and personalized experiences, member journeys have a lot to offer. They not only help in improving member engagement and satisfaction, but also help in driving your association’s growth.
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