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Study shows that while tech powers member loyalty, the chasm between what members value and what organizations deliver widens when it comes to technology strategies to drive retention
ST. PETERSBURG, Fla. — Community Brands, a technology-driven company that delivers purpose-built solutions for the world’s leading associations and nonprofits, announced today findings from its Digital Member Study: Examining the Gap Between Member Expectations and Association Technology. This study explores current member experiences and the technology used by their professional membership organization, as well as the importance of emerging technologies and how members want to engage.
“In our study, we discovered technology and personalization play pivotal roles in driving member loyalty, but there is a growing disconnect between where members believe their organization is delivering the best experiences and what they value,” said Sig VanDamme, Membership Software Evangelist at Community Brands. “The experience gap is especially pronounced with personalization. Members who believe they are receiving personalized content feel significantly more satisfied and connected with their organization. However, less than a third of surveyed members believe their organization currently delivers personalized content based on member-provided data.”
VanDamme added: “Organizations need to take these technology experience gaps seriously and progress to more seamless experiences that align with evolving digital behavior, and meet increasing member expectations for flexibility and personalization in everything they do.”
Key findings include:
The entire report can be downloaded at communitybrands.com/DigitalMemberStudy.
About the Study
Commissioned by Community Brands, Edge Research fielded parallel surveys to 1,032 U.S. members who self-reported they belong to a professional membership organization and 400 staff representatives who work at these organizations. Survey respondents were recruited through an online non-probability sample, and quotas were set so the survey was representative by key demographics. The survey, which was fielded October 18 – 30, 2017, examined attitudes, values and behaviors about technology from both member and staff perspectives.