Meet your members' expectations

1. Meet your members’ expectations! Andrea Robertson Business Analyst, ASI • Thursday, May 16, 2019 • 3:00 – 4:00 pm

2. Your members have different needs

3. How can my association help me get an education?

4. How can my association help me advance my career?

5. How can my association help me give back?

6. Member lifecycle Student member (Ages 18-21) • Education • Industry news • Volunteering Junior member (Ages 22-35) • Education • Industry news • Events Retired member (Ages 66+) • Volunteering • Donating Member (Ages 36-55) • Industry news • Events • Networking opportunities Senior member (Ages 55-65) • Events • Networking opportunities • Donating

7. Content strategy virtuous cycle Gather information Design a content strategy Create tailored content Analyze the data

8. Tools we’ll use Panel editor IQA Communication suite Process automation Content redirector Scoring

9. Gather information

10. Gather information Ask your users what’s important to them. • Add on to account creation or membership form • Send a request to your current members Gather information Design a content strategy Create tailored content Analyze the data

11. Panel Editor Create the illusion of a unified list by adding a label over the checkbox list

12. Panel Editor Tip: Using one property per area of interest improves reportability

13. IQA Report on respondents’ interests

14. Design a content strategy

15. “Content strategy plans for the creation, publication, and governance of useful, usable content.” — Kristina Halvorson Source: The Elements of Content Strategy

16. Design a content strategy Your content strategy should consider: • Website content (of course) • Email and print campaigns • Online communities • Events • Education • … basically all your member offerings Gather information Design a content strategy Create tailored content Analyze the data

17. Design a content strategy Design website content, events, and communications based on user input. • Create events based on popular topics • Identify trends and design content around them Gather information Design a content strategy Create tailored content Analyze the data

18. IQA Report on respondents’ interests

19. Member lifecycle Student member (Ages 18-21) • Education • Industry news • Volunteering Junior member (Ages 22-35) • Education • Industry news • Events Member (Ages 36-55) • Industry news • Events • Networking opportunities Senior member (Ages 55-65) • Events • Networking opportunities • Donating Retired member (Ages 66+) • Volunteering • Donating • Contributing to content (Ages 68+) (Ages 55-67)

20. Design a content strategy Gather information Design a content strategy Create tailored content Analyze the data Members’ interests Association’s goals Magic sauce But don’t forget these

21. Create tailored content

22. Create tailored content Personalize the member’s experience. • Create content and communications tailored to user preferences • Use Process Automation, Content Redirector, and Communication Suite to deliver the personalized content Gather information Design a content strategy Create tailored content Analyze the data

23. Communication Suite Send communications based on members’ preferences

24. Communication Suite Send communications based on members’ preferences

25. Communication Suite Send communications based on members’ preferences Print option available in: • Order processing • Billing notifications • Gift receipts • Tribute notifications

26. Process Automation: Alerts Display alerts based on users’ preferences

30. Panel Editor Use panel editor to define announcements and news to display to the user

31. Content Redirector Guide your members to content you promote based on their category or preferences Home Page Student Home Junior Member Home Member Home Senior Member Home Retired Member Home Non- Member Home

32. Content Redirector Guide your members to content you promote based on their category or preferences Student home

33. Content Redirector Guide your members to content you promote based on their category or preferences Member home

34. Content Redirector Guide your members to content you promote based on their category or preferences Retired member home

35. Analyze the data

36. Analyze the data Record the interactions a member has with the association and re-evaluate the content strategy. • Use tools like Scoring to compare preferences to user actions • Adjust your content strategy based on the data Gather information Design a content strategy Create tailored content Analyze the data

37. Scoring Use scoring and other reports to determine if you’re getting the results you want

38. Re-evaluate your member lifecycle • Are your assumptions about stages of membership correct? Do you need to make adjustments? • Do your members’ reported interests match their actions?

39. Re-evaluate your content strategy • Is your content providing value to your members? • Is there a gap between what the members want and what you’re providing?

40. Member lifecycle Student member (Ages 18-21) • Education • Volunteering Junior member (Ages 22-35) • Education • Industry news • Events Member (Ages 36-55) • Industry news • Events • Networking opportunities Senior member (Ages 55-65) • Events • Donating • Contributing to content Retired member (Ages 68+) • Volunteering • Donating • “Networking” • Happy Hours

41. Content strategy Gather information Design a content strategy Create tailored content Analyze the data

42. STRATEGIC SPONSORS CORPORATE SPONSORS Armstrong Enterprise Communications • Ascension Technology Solutions • Association Analytics • Association Technologies, Inc. • Association Technology Solutions • BroadPoint’s MemberPrime Division • Bursting Silver, Inc. • C Systems Global • CadmiumCD • Computer System Innovations (Sponsor & Collaborative Training Partner) • EventLink • Intuitive Business Concepts • ISG Solutions • RSM US LLP (Sponsor & Collaborative Training Partner) • Top Class by WBT Systems • U.S. Transactions Corp • Visual Antidote EVENT SPONSORS CardConnect • HighRoad Solution • iFINITY PLC • iITGEN, Inc. • Lane Services, LLC • NextThought • OpenWater Software • Source of Knowledge (Recording Partner) Thank You to Our Sponsors