Digitalization for associations: from membership administration to member insight

Digitalization and CRM for Associations

Digitalization: it's presented as a miracle solution for organizations to work more "efficiently" and to "transform." That sounds wonderful, but it's also rather vague. Specifically for associations, you might wonder whether it's really necessary to invest in (expensive) digitalization processes. Does it make sense to "move to the cloud"? Or to work with Big Data? If you ask me, for many associations, it's most worthwhile to get the basics in good order with the help of digitalization. And because members and their engagement are central, it makes sense to start with your CRM.

Bringing together different information sources from and about your members can be done in a CRM system. That stands for customer relationship management. "Customer" is a somewhat odd term when it comes to members, which has to do with the origin of CRMs: the business world. But that doesn't mean a CRM isn't useful for other organizations. On the contrary: a good CRM offers all the tools to optimize the relationship with your members. As an association, you do have different, specific requirements for such a system. Associations aren't about sales and profits, but about people. You want to gain insight into how you can add value for your members. This is where digitalization and your association come together: with a CRM, you can get very precise insight into who your members are, where their interests lie, and how you can provide them with relevant information and services.

Making Your Data 'AAA': Actual, Accessible, and Amended

Simply filling a CRM system is not enough to gain proper insights. For that, it's necessary to make your data 'AAA'. This means that data only has value when it is:

🔄 Actual (up-to-date) data, collected in a central system, where it is;
👥 Accessible to everyone who needs access, and where information is only;
🔐 Amended centrally in one place, so you always have just one version of your membership database.

The above way of working with and handling data is in stark contrast to the challenge that various associations are currently facing. Many staff members often use their own tools and overviews, resulting in a lack of oversight for the bureau organization. Data exists in different places, which means you have limited possibilities to gather insights about your members.

It can be worthwhile to centralize your data. This sounds very logical, but the question is also how to accomplish this. A suitable CRM offers the solution. You can set up your member administration in such a way that you keep important data in one place. This includes, for example:

• Contact details
• Financial information (membership fees, donations)
• Information about the (type of) membership
• Data about the way members interact with your association (for example, opening emails, attending meetings or webinars, etc.)

A digital system helps manage the complexity of member administration. Not only because the security of the privacy-sensitive information that associations often have access to can be better guaranteed. You can also extract much more value from the information. You move from registration to insight and informing. By combining all the data you already have about and from members, you can gain new insights and see where you can add more value for your members. How this can work in practice is explained in this article about union member Koen who, from being a member about to leave, ultimately becomes enthusiastic and engaged because the association knew how to adjust course in time.

Insight contributes to the fundamental character of an association, because you exist for people who want to achieve something together. Making progress together is only possible through the right communication. And that, in turn, is only possible when you are aware of each other's interests, level of engagement, goals, and challenges. A digital system for member administration provides insight and overview and ensures member retention and growth. It also helps you see where your added value lies for your members. And that, in turn, helps you deliver that value very concretely to your members and remain relevant to them.