Association Marketing

You buy a mystery jigsaw puzzle with 1000 pieces. About 200 are hidden in the couch. 500 are "somewhere" in the basement. And 300 have been chewed to annihilation by your puppy. 

This is pretty much how it goes when associations run off of disparate data and martech stacks. All clues remain a mystery. All insights into their members, their prospects, and their futures are lost. They have disjointed pictures and unintelligible stories about their audiences.

Consolidating data and finding that single source of truth can be tricky. Luckily Spark has a solid and evolving solution to mapping your data across your entire stack.

Every year, associations and nonprofits clamor to reinvent their marketing, programming, and member experience strategies. And while the table always turns with new technologies and approaches, in 2023 and beyond, new audiences are also entering the mix. 

That's right. Gen Z is slowly working its way into the workplace and the buying market. In fact, according to World Economic Forum, by 2025, it's expected that Gen Z will be taking up 27% of this space.

There's no question that individual and societal experiences have shaped Gen Z. Significant events such as the COVID-19 pandemic and recent advocacy movements like Black Lives Matter, gun reform, and climate change have formulated the values of this new generation. 

Their social consciousness, thrifty, and tech-savvy priorities are attributes that associations need to take into account when building plans to drum up new membership, increase engagement, and even recruit their own new employees.

It's a given that the "one-size-fits-all" approach isn't applicable here. Organizations need tailored approaches and tools that deliver the right content in the right way to this high impact group.