The document outlines strategies for associations to meet the diverse needs of their members throughout various life stages, from student to retired members, by tailoring content and communications. It emphasizes the importance of gathering member feedback, designing a content strategy, and using data analysis to personalize experiences. Furthermore, it highlights the roles of sponsors and the necessity of adapting content strategies based on member engagement and preferences.

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

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

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

29. 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