As the world continues to shift towards the digital age, membership organisations must adapt to remain relevant and effective. To do this, they need to embrace digital technology and ensure their online presence is engaging and up-to-date.  

Membership organisations can embrace the future by embracing data. The use of data and digital tools is essential for organisations to stay ahead of the curve and meet the evolving needs of their members. From analog to digital, what does that mean for the organisation and its members? 

Embracing the digital future

The first step in embracing the future with data is to assess the current data capabilities of the organisation. This includes understanding the types of data the organisation collects, how that data is managed, and how it is used to make decisions.

Organisations must be able to collect and analyse data to understand their members' needs and preferences, as well as to measure the effectiveness of their services and activities. Having an accurate and up-to-date understanding of what data the organisation has, how it is gathered and managed, and how it is applied is essential for the organisation to be able to formulate data-driven decisions and to identify the needs of its members. With this understanding, the organization can create strategies and plans to use data to improve its services and activities.  

The Importance of Investing in Tools to Enhance Data Collection and Management

This data can also help organisations identify trends and opportunities for growth, making data analysis an essential part of an organisation's strategy. Data analysis is like having a crystal ball - it enables organisations to look into the future and anticipate what might happen so they can be prepared. It gives organisations the opportunity to make informed decisions that will help them succeed in the long term. 

Once a membership organisation has assessed its data capabilities, the next step is to invest in tools to enhance data collection and management. This includes using digital membership management systems (MMS), web-based event registration systems, and other digital tools that can automate processes, provide valuable insights into member behaviour, and improve member engagement. Data-driven organisations are 23 times more likely to acquire customers, six times as likely to retain customers, and 19 times as likely to be profitable as a result.

Building a Data-Driven Culture

Another critical aspect of embracing the future with data is building a culture that values and leverages data. This means educating and training employees on how to use data effectively and encouraging them to use data in decision-making.

To further cultivate a data-driven culture, it is critical to create a workplace environment that encourages employees to utilise data to identify and solve problems, and to reward employees who demonstrate expertise in utilising data. It also means making data-driven decisions a part of the organization's culture, creating a data-focused mindset that permeates the entire organisation. 

Adapting to Evolving Technologies and Platforms

Finally, organisations must be able to adapt to evolving technologies and platforms to engage and retain members. This includes social media, email marketing, and other digital platforms that allow organisations to communicate with members and keep them informed about events and activities. These platforms also enable membership organisations to gather feedback and engage members in new and more effective ways. 

In conclusion, membership organisations can embrace the future with data by assessing their current data capabilities, investing in digital tools, building a culture that values and uses data, and adapting to innovative technologies and platforms. By doing so, organisations can make data-driven decisions, improve performance, better serve their members, and stay competitive in the digital age.  

The future is digital, and membership organisations must embrace it to thrive in the years to come.