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Start Small to Reap Big AI Benefits: Improving the Membership Journey


In today’s fast-paced world, embracing technological advancements is crucial for staying relevant and efficient. And, Artificial Intelligence (AI) has the potential to revolutionise the way membership organisations operate.


Join ASI on 6th February as we share endless possibilities for adopting AI to accelerate performance. Stay ahead of the curve and don’t get left behind in this technological wave.


How AI Improves the Membership Journey


According to Marketing General, there are five established stages that a prospect goes through before and after they become a member of your organisation: Awareness, Recruitment, Engagement, Renewal and Reinstatement. By layering AI possibilities over each stage, you can see how powerful generative AI tools automate key staff tasks while building a strong member experience with your organisation.

1.     Awareness: Craft social media posts, blog outlines and video scripts to reduce time spent on content while automating the distribution of email offers and newsletters using AI-powered scheduling and targeting.

2.     Recruitment: Utilise AI to pinpoint potential member segments who are likely to join based on their demographics, desires, behavior, geography, timing and communication preferences.

3.     Engagement: Predictive analytics can help membership staff understand member behavior, preferences, and engagement patterns, enabling targeted and relevant communication strategies.

4.     Renewal: Utilise AI for predicting membership renewal likelihood, developing dynamic pricing models and automating renewal reminders.

5.     Reinstatement: Use AI to customise communication based on the member's past interactions, preferences, and reasons for leaving. Then implement AI-driven workflows to automate the reinstatement process, making it seamless for former members to rejoin.

 

Why Personalised Member Experiences Matter


AI can help membership organisations deliver personalised content and recommendations based on individual member preferences and engagement history.


“Your members are consumers and consumers expect a personalised experience.” (Source: iMIS Blog)

AI streamlines administrative processes:


·       Automation of routine administrative tasks such as membership renewals, event registrations, and communication scheduling can save staff time and reduce manual errors.

·       AI-driven tools can optimise resource allocation, ensuring efficient use of staff time and organisational resources.


“74% of association executives want to improve their business processes”. (Source: 2023 Membership Performance Benchmark Report)


AI facilitates data-driven decision-making:

·       AI algorithms can analyse vast amounts of data to derive actionable insights, empowering membership staff to make informed decisions.

·       Predictive modeling can forecast trends, enabling proactive planning and strategic initiatives based on data-driven predictions.

AI provides staff with tools to enhance the overall member experience and foster a sense of belonging.


Starting Small is the Key to Embracing Big AI Benefits


This all sounds great, but how can you get started? It’s as simple as starting small:

1.     Pick a free tool at your disposal – ask Grammarly to proof your next email.

2.     Once you’re comfortable, try out other generative AI tools like Bing or ChatGPT for increased efficiency.

3.     Next, take a look at your current tech stack. Which technologies are incorporating AI and/or have an AI roadmap? How do they align with your organisation’s goals and strategies?

Join ASI on 6th February as we share endless possibilities for adopting AI to accelerate performance. Stay ahead of the curve and don’t get left behind in this technological wave.

As membership organisations strive to stay ahead in a rapidly evolving landscape, the integration of AI into their operations becomes not just a choice but a necessity. Embracing AI technology offers numerous benefits, from improved member engagement to streamlined administrative processes. By identifying areas that can be automated using AI, membership staff can pave the way for a more efficient, data-driven, and member-centric future. The adoption of AI is not just about embracing technology; it's about future-proofing membership organisations and ensuring they continue to thrive in an ever-changing environment.


About the Author

Debbie Willis is the VP of Global Marketing at Advanced Solutions International, Inc. (ASI), with over 20 years marketing experience in the association and non-profit technology space. Passionate about all things MarTech, Debbie has led countless website, SEO, content, email, paid ad and social media marketing strategies and campaigns. Debbie loves creating meaningful content to engage and empower association and non-profit audiences. Debbie received a Bachelor of Business Administration in Marketing Information Systems from James Madison University and a Masters of Business Administration in Marketing from The George Washington University. Debbie is a member of Sigma Sigma Sigma sorority, American Society of Association Executives and dabbles in photography.

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