In recent years, it has become increasingly challenging to actively engage members, with their expectations of greater flexibility and unique value. How do associations meet those expectations and deliver authentic content in a truly strategic, cohesive way? It starts with knowing your membership and meeting them where they want to be met.
The first step to understanding your membership seems simple, but associations often overlook the fact that different segments of members look for different content. And that goes beyond delivering content based on just member categories. Understanding member demographics—business size, target market, age, race, ethnicity, geographic location and more—is key to putting yourself in your members’ shoes. But it’s also important not to assume anything about any of these demographics.
To know how far you have to drill down to meet—and hopefully, exceed—member expectations, remember that data is the queen to content’s king.
Please select this link to read the complete article from ASAE’s Center for Association Leadership.