With the temporary closure of many private members clubs, membership associations across the world have been hard at work to offer the exemplary services that their members expect. While there are challenges that have arisen with having to digitise many of the key services, there are also opportunities to globalise membership associations to create greater influence and value for their members. Find out how to tackle 5 of the key challenges facing membership organisations today. 

1. Maintaining networking momentum

For many members, the value of networking with others in similar industries is unmatched by any other benefit. While this has traditionally taken place face-to-face, many membership clubs have adapted to provide opportunities for networking to continue, via discussion forums and virtual meetings. 

2. Increasing member expectations

Members now expect a personalised experience, so getting your communications right is key to tailor your member experience. Use automated messaging and segmented communications to improve their user journey and keep them engaged. 

3. Growing membership in an economic downturn

With a steep economic downturn and many countries in recession, membership clubs may be at risk. However, the crisis has provided key opportunities for membership organisations to bring people together around a common goal. If the mission of your organisation can be effectively communicated externally, you can grow your community despite the tough economic pressures. 

4. Getting to grips with your data

Some membership organisations have been around for centuries, and the data they hold is often vast and not integrated with their other systems. One of the most effective ways to improve the efficiency of your organisation is to overhaul the way you use your data and integrate with your CRM and community site. By keeping your members’ details in one place, you can provide a smooth and professional service that members will value. 

5. Engaging members to avoid member churn

Membership associations will suffer from high member churn if they do not engage members and consistently remind them of the value they gain through their membership. One way to engage members is to provide resources and articles that are relevant, timely and thought-provoking, such as the Institute of Development Studies’ article on ‘Gendering Pandemics’ which attracted nearly 3000 reads at the start of the pandemic. 

ToucanTech customers are creating bespoke online spaces for their members to connect and drive change. Discuss ways to engage your membership association with an experienced ToucanTech engagement evangelist; organise a time to talk to the team here.