Key strategies for crafting a holistic member experience

I recently read a great article by Higher Logic on creating a meaningful and cohesive member experience. The article, published on ASAE’s (The Center for Association Leadership) Association Now website, stresses that members want more than basic benefits—they expect tailored, integrated interactions that demonstrate value and keep them engaged.

Creating a tailored member experiences isn’t just good practice, it’s essential. A thoughtful, cohesive member journey drives long-term relationships, boosts satisfaction and supports retention. In a time when every interaction counts, this is how organizations can stand out, attract new members and build sustainable growth for the future.

So how do we make that happen? Here are four key strategies to consider:

1. Personalization at every step

A tailored approach to communication and services can significantly boost member engagement. According to the 2024 Association Member Experience Report, 71% of surveyed members value personalized interactions. Additionally, personalized emails yield 33% higher open rates and 17% more clicks, proving the impact of targeted communication. By acting on member data, such as preferences and past interactions, organizations can provide experiences that genuinely resonate, making your outreach feel less like a broadcast and more like a conversation.

2. Diversify your channels and offerings

Organizations must reach members where they already are. Expanding beyond traditional websites and email lists, successful strategies include:

• Offering job boards to support members at every career stage

• Deploying mobile apps for easy connectivity

• Providing learning platforms for professional growth

• Encouraging involvement through mentoring and volunteering programs

  
  
  
  

By offering multiple pathways for involvement, you give members more chances to find value in their own way.

3. Integrate technology for streamlined access

Integrating technology systems enhances members’ experiences by creating a single, accessible hub for all their needs. For instance, organizations that connect initiatives like volunteering, job boards and chapter programs through their community platforms report 84% higher logins and 50% more discussions. Unified systems foster greater engagement and simplify the member experience.

4. Consistent, yet thoughtful communication

Maintaining steady communication with members is vital but must be handled with care. Automated campaigns tailored to specific actions or milestones provide relevant reminders and updates, resulting in a 15% increase in open rates and 10% more clicks compared to generic emails. Technology such as artificial intelligence (AI) can keep your outreach consistent and relevant, without overwhelming your members’ inboxes.

Enhancing your organization’s member experience is no longer optional. A comprehensive, personalized and integrated approach can improve satisfaction, engagement and retention. Reach out to AOE today to explore how our expertise can help you design tailored solutions to elevate your member experience.