THE STATE OF PERSONALIZATION
For Associations
Explore the trends shaping the future of member engagement.
Download to discover:
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Changing expectations for digital-first experiences in 2022.
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Personalization preferences by generation, industry,
and channel. -
Opportunities for associations to introduce meaningful personalization to drive member and sponsor engagement.
"Millennials + Gen Z will account for 75% of the workforce by 2025 ... but currently only make up 29% of association membership."
Member interests and expectations are shifting, and associations haven’t kept up.
In a world where alternatives are, quite literally, one click away - associations must figure out how to meet changing professional needs, engage their members, and continually prove their value to their target audience.
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A digital-first approach is essential in
2022.
Consumers are 3x more likely now than before the pandemic to say that at least 80% of their customer interactions are digital.
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The pandemic accelerated digital transformation across the world, and even today, as “normal” life resumes - online interactions with organizations continue to outpace offline experiences. Associations that can't work in a digital-first capacity and stand out from the clutter to deliver relevant and timely digital content will get left behind.
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Personalization is not only preferred, it's expected.
71% of consumers expect companies to deliver personalized interactions.
78% get frustrated when that doesn't happen.
The sheer volume of media at our fingertips has impacted the expectations modern readers have for digital experiences. Younger generations, in particular, have an expectation that the organizations they engage with will work to understand their needs and tailor content or offerings to meet their interests.
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The bottom line is this: If your association isn't finding relevant and personalized ways to connect with members and potential members - they'll find alternatives that can.