GUEST BLOG
This blog has been contributed by Glen Rosie, Director, Agend Systems, one of Professional Advantage's alliance partners for the association sector.
Introduction
Association management systems (AMS) serve as the backbone for numerous organisations, providing tools and platforms to streamline operations, manage memberships, and engage with stakeholders. However, in today's digital landscape, where personalisation is key to capturing and retaining the attention of members, a one-size-fits-all approach falls short. By harnessing the power of personalisation within AMS websites, associations can unlock a myriad of benefits, including driving growth, enhancing member retention, and boosting engagement. This article delves into the importance of personalisation in association management systems and explores how tailored experiences can revolutionise the way associations interact with their members.
The Power of Personalisation
Personalisation involves tailoring content, recommendations, and experiences based on individual preferences, behaviour, and demographics. In the context of AMS websites, personalisation goes beyond simply addressing members by name; it encompasses a holistic approach to cater to their unique interests, goals, and engagement patterns.
Driving Growth
Personalisation plays a pivotal role in attracting and acquiring new members to associations. By customising the onboarding experience and showcasing relevant content and benefits based on prospective members' interests and backgrounds, associations can significantly increase conversion rates. For instance, a professional association for healthcare professionals could personalise its website to highlight specialised resources and networking opportunities tailored to different medical specialties.
Moreover, personalised recommendations and targeted marketing campaigns can effectively nurture leads and encourage them to join the association. By leveraging data analytics and segmentation techniques, associations can identify prospective members' preferences and deliver targeted messages that resonate with their needs and aspirations.
Retaining Members
Member retention is a cornerstone of association success, and personalisation can be a game-changer in this regard. By understanding individual members' preferences, engagement history, and pain points, associations can proactively address their needs and enhance their overall experience.
For example, an AMS website can utilise personalised dashboards to display relevant updates, prioritise upcoming events in their local area, and recommend resources based on each member's interests and participation levels. By tailoring communication channels and frequency according to members' preferences, associations can ensure that they stay connected and engaged.
Increasing Engagement
Engagement is the lifeblood of associations, driving participation in events, discussions, and collaborative initiatives. Personalisation can significantly enhance engagement by delivering relevant content, facilitating meaningful interactions, and promoting community involvement.
For instance, an AMS website can employ personalised event recommendations based on members' interests, geographic location, and past attendance history. By suggesting relevant sessions, workshops, and networking opportunities, associations can encourage members to actively participate in events and derive maximum value from their membership.
How Agend Delivers For Our Clients
Agend’s Content Personalisation Module, created specifically to leverage the power of Upbeat, has extensive capabilities for being able to personalise your entire website and integrated membership portal to maximise the member experience. The tool allows for surfacing web pages, news, blog posts, events, and other content the member is most likely to engage with based on what topics they’re interested in, what they’ve previously purchased, and their location.
This extends to being able to protect and segment content based on other attributes of the member, such as their membership level, whether they’re part of a group (e.g. committee member or perhaps a board member), and any other unique attributes you have created that members can have.
The power of the Content Personalisation Module means you can curate your content to deliver just what your member wants, but also entice other users to become a member, increase their membership or purchase additional products to gain access to your valuable content.
How Professional Advantage Can Help
At Professional Advantage, we specialise in delivering solutions that enhance the member experience through powerful personalisation tools. Whether you're looking to optimise your current association management system or explore new ways to engage your members, our team is here to help.
If your organisation is interested in leveraging personalisation to drive growth, retain members, and increase engagement, please contact us to discuss your unique needs.
