As association and chamber professionals, you all know that retention success relies on a member's overall experience from the time they join. (The more you can engage a member, the better your chances they'll renew!)
Your membership management tools play an important part, too. Those tools dictate the form members submit to join, how their listing shows up on your directory, the website they visit to register for events — sometimes even the platform where they'll access the event, if it's virtual.
Since so much of your members' digital experience relies on the tools you use to manage your organization, you're better off when those tools work together. Why?
It gives members a more seamless experience
Of course, one major benefit of systems that work together is the seamless experience you’ll have on the administrative side — but have you considered how that seamlessness translates for members as well?
One way that immediately stands out: usernames and passwords. Giving members access to as much as possible with only one piece of login information eliminates just one more hurdle standing in the way of a member following through with engaging with you.
Another way? Immediately being identified as a member upon login, and having access to members-only pricing and content. Everyone is looking for a more fluid, refreshing experience: as small as these points of friction seem, the more of them you can eliminate, the better the overall member experience will be.
It allows you to be proactive
The member journey looks very different for every individual member — but, with technology built to work together, it’s a whole lot easier to identify patterns within those journeys.
The key here is data: when your systems are feeding data back and forth to each other, you can get an all-encompassing view of your membership and the segments within it and can more easily dig into a single member’s experience as well, allowing you to capitalize on the good stuff (for example, promoting those benefits that everyone loves) and work on the bad before it gets out of hand.
Not to mention, having to pull different reports from different systems, look at them individually, and try to piece what it all means together can be time-consuming and flat out difficult.
It helps you save time and work more efficiently
How many hours do you or your colleagues spend on any given day JUST on data entry, or importing and exporting it from one system to another? That’s a whole lot of time that could be spent working on more strategic initiatives instead.
Less time spent working in the tools themselves means more time spent focusing on what'll drive your mission forward. That said, for all the tools out there, it can be a bit overwhelming to understand the ins and outs of what each tool is meant to do...and what you really need for your mission to thrive.
So we broke it down for you! Check out the five musts in membership technology:
This post what originally published on 10/29/2019; updated on 6/23/2020 for added value and clarity.