Association leaders have long been recognizing the power of data. They know that data-driven insights allow them to make crucial business decisions.
Whether it helps to inform go-to-market plans, discover new ways to diversify revenue or create entirely new membership models in line with incoming markets, leveraging data through a single source of truth catalyzes business intelligence.
So when there's data "anarchy" through misaligned objectives and processes, organizations struggle with data activation. Culturally aligning your entire org with a unified data engine just makes sense for smart decisions.
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.
One of the obvious and most critical objectives of any association is to retain membership. Retention is a key performance indicator that impacts brand reputation, member satisfaction, and conclusively—financial statements.
The issue, however, is that generational and cultural landscapes are constantly evolving—yielding new consumer-buying behaviors, content-consumption preferences, and desired communication channels.
As market demand is rewired, businesses are all seeing a natural need for remodeling, restructuring, and/or rebranding so that they're lock in step with audience expectations and needs.
Associations, and certainly memberships, are no different. Naturally, member-based organizations have to be extraordinarily proactive when it comes to identifying and dissuading member exits.