When an association installs new technology, they usually have two main goals: to acquire new members and to improve engagement and retention of existing members.

There's some debate about which platform is best for achieving these goals. Some people focus on upgrading their Association Management Software (AMS), while others favor adding to the kind of Customer Relationship Management (CRM) system that’s commonly used in commercial enterprise.

In association management, even seemingly small changes can have unexpected consequences.

For example, imagine your IT team upgrades a database so that your website runs faster. They make the change, test the website, and discover that everything has gone according to plan.

Imagine if you could run every decision your association makes by your members and prospective members before you take action?

You would increase engagement in every phase of membership. Your messages and events would never miss the mark. You would fill up your programs faster and reduce wasted time and money across your organization.

What if I told you that there was a way to close that gap between this dream and the reality of your team's resources and capacity?

This is where your association's marketing personas come in.

What Is AN ASSOCIATION Marketing Persona?

Marketing personas are semi-fictional representations of your association’s ideal members, based on a combination of market research and data about your existing members. Personas help you internalize the ideal members you’re trying to attract, understand your members (and prospective members) better, and relate to your members as real human beings.

Each individual member of your target audience is a on a journey of discovery and fulfillment, spanning from personal needs to career goals. This journey begins long before they are members of your association and extends throughout their professional life.

HighRoad Solution is proud to bring some of our best and brightest to the Association Forum Holiday Showcase at the Hyatt Regency Chicago on December 13^th. Attendees can expect to connect, network, and celebrate professional and personal development. As a long-standing part of the Chicago association community, HighRoad is proud to be among the reputable organizations attending the Showcase.

We’ve all been on the receiving end of emails that begin with “Dear Member” and then attempt to convince us to attend an association event for which we’re already registered. For many association members, impersonal and disconnected interactions like these can lead to feelings of frustration, decreased engagement, and even lapsed memberships.