Member Engagement


How Associations Are Successfully Using Artificial Intelligence

09

Oct 2018

How Associations Are Successfully Using Artificial Intelligence

With AI no longer science fiction, associations are using advanced technologies to convert mountains of data into actionable insights. At the recent EMERGENT event, hosted by Association Trends, we had the opportunity to jointly present case studies with ASAE’s Senior Director of Business Analytics, Christin Berry. These success stories include how ASAE has: Combined artificial intelligence and text analytics to enhance customer engagement, understand evolving...

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Get the Most Out of Your Website Analytics

27

Feb 2017

Get the Most Out of Your Website Analytics

An association website provides invaluable data and information on what your customers (i.e., members, prospective members, nonmembers, and the public) care about, what they don’t care about, and how they find information. By analyzing this data with website analytics, you can help your association provide valuable, engaging customer experiences. There are a number of tools available for website analytics. Google Analytics is probably the most...

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Customer Experience is about the Journey

14

Nov 2016

Customer Experience is about the Journey

The constantly growing number of choices for customers mean many aspects of our products and services are in danger of becoming commoditized, but customer experience is not one of them. Importance of Customer Experience Gartner reports that “By 2017, due to internet-enabled price visibility, the digital customer experience will be the key differentiator of your organization.” But it’s not only digital — customers expect consistent,...

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Using Propensity Modeling to Drive Revenue and Increase Engagement

22

Aug 2016

Using Propensity Modeling to Drive Revenue and Increase Engagement

At the 2016 ASAE Annual Meeting & Expo, Gwen Fortune-Blakely (Enterprise-wide Marketing Director) and Leslie Katz ( Marketing Director) with the American Speech-Language-Hearing Association (ASHA) presented an amazing session on how ASHA is using propensity modeling to move people up the continuum of engagement to drive revenue and membership. Here’s a quick overview of what you need to know about propensity modeling and how it can...

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18

Apr 2016

How to Harness the Power of Recommendation

Taking a customer-focused approach to data analytics helps provide optimal value, enhance engagement and understand the overall customer journey. Individuals’ actions provide valuable information that goes further than what is collected with surveys and online profiles. Additionally, actions uncover hidden patterns that can be used to build a recommendation system to guide customers toward other interests. Here are the most common approaches to creating recommendation...

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29

Feb 2016

How Analyzing Social Media is Like Walking Across Bridges

How do your customers connect with one another? Social media mixed with a historic mathematical theory can help you find those patterns and bridge gaps. Combining social media with other external data can help your association use a range of personal interaction and engagement to move toward a more customer-focused approach. Analyzing social networks is often done through the mathematical concepts of graph theory and network theory,...

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22

Jun 2015

Advancing Trust in the Charitable Sector

I recently had the opportunity to attend a fascinating international conference on building donor trust, jointly presented by the BBB Wise Giving Alliance and the International Committee of Fundraising Organizations (ICFO). Art Taylor, President and CEO of the BBB Wise Giving Alliance, explained that the four pillars of trust include ensuring good governance, providing quality financial information, being truthful in public communication, and continuously striving...

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19

Jan 2015

The Story in your Association’s Data

Did you know that a 2% increase in retention has the same effect as decreasing costs by 10%  and the most effective way to increase retention is to increase customer engagement.  I use the word “customer” instead of member because nonmembers engage with us as well. So how can we increase engagement?  The answer is hidden in your data.  Data is one of the most...

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17

Nov 2014

Psychographics vs. Demographics: Using Data to Build Association Relationships?

Most of our clients are interested in identifying the characteristics of members who are profitable and engaged and those that are not. But how do you identify and attract new people and organizations that have the propensity to be engaged? View your current audience the way a marketer would, using demographic data and psychographic information. Demographics may include characterizations such as age, industry segment, company...

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07

Jul 2014

Member Engagement: The Most Important Metric for Associations

We want to improve our member engagement! How many members are engaged? How much more likely are engaged members to renew? Who isn’t engaged and should be? These are common questions our clients ask us when starting a business intelligence initiative. A survey report released by the accounting firm Tate & Tryon, titled “Membership Metrics: A Review of Current and Best Practices”, describes member engagement...

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