Membership organizations face many challenges in today’s world. Some of these are unique, whilst some are more generic.
Membership organizations are increasingly prevalent. It is estimated that there are in excess of 8,000 such organizations/associations in the United Kingdom, with as many as 50,000 in the EU.
Having the right IT systems in place is crucial to the success of any organization, but membership management systems, in particular, can make a huge difference. At every point of your member’s journey, you want to be able to provide them with the experience, resources, and stewardship they deserve. This is where the concept of membership mapping can prove invaluable.
What is membership mapping?
Essentially, membership mapping is a strategy that means you need to follow all interactions that your members have with you. Your organization could opt for creating its own member mapping process or could decide to use an existing software tool for mapping.
If your organization would benefit from a dedicated and comprehensive membership management system, why not take a look at the website of an industry expert such as https://www.ofec.co.uk/web-and-software-development-services/membership-management-systems.aspx today?
The following are three key steps to get you started:
1. Centralized data
If you already use dedicated software to manage/organize your member data, you will be able to extract the relevant historical data from that system. However, if you don’t already have all of this data in one place, you need to look at how to collate it all. Having a central database brings numerous advantages, including a significant boost to efficiency, and will save a lot of time/frustration.
2. Develop typical member profiles/personas
Once you are satisfied that all your data is accurate and in a sensible place, you can analyze that data to help construct member personas. These are fictional representations of your typical member. Your data should enable you to establish the most common characteristics amongst your members. Using these you can build personas/profiles of who your members are. You may want to create one persona or several.
3. Begin creating the maps
Your mapping should cover the entire membership process – starting with your recruitment and covering renewals, potential changes in circumstances, events, and significant issues/points of contact that are likely.
Using member mapping can significantly improve your retention rates in the long-term.