Updated profile data is more than just getting current email address information.
Data management and data integrity is a demanding job for you and your association. But, it has to be done. Your association is only as good as your member data, and it’s a big task to keep it clean.
While you regularly communicate with your members to confirm their data, some of them slip through the cracks. And then there are those members who have been absent from your association. Perhaps they want to return after a change in their profession, restarting their membership and re-engaging with your association.
Yet, you need more information than just a current member email address to sufficiently help drive effective member engagement and association revenue. And you need a simplified, efficient way to single-handedly manage the integrity of your data inside your association management software (AMS) and customer relationship management (CRM) system.
Data integrity for your association.
Your association continuously thrives for higher membership renewal and win-back rates. However, when members forget to renew and then come back, panic may set in and they create new accounts.
While your association has won back these members, a true renewal rate is inaccurately reported until the two or more member profiles are merged. Maintaining up-to-date member information eliminates duplicate records, leading to accurate renewal reports. It also removes unnecessary renewal reminders bombarding your current members.
Data integrity for your members.
Your members have a history with your association. It’s tracked in the form of blog posts, participation in groups or past event attendance. While your members don’t want to lose this history, getting their membership current with you may be their only mission.
Whether returning after a brief lapse or a career change, members may not spend the time necessary to locate their previous member account. Joining as a new member, therefore, results in lost, valuable history. The members lose their previous professional development accomplishments and past conversations between fellow association members.
None of this is the case for your members when you merge their duplicate profiles. By doing so, not only is each member’s history restored and the data keeps its integrity, but it also sends your member a clear message: “Welcome, back; we are glad you’re here.”
(Most importantly, it’s easier for your member to sign in, not having to remember a myriad of usernames or passwords.)
Pragmatically, your association uses member data to determine the cost of membership, understand retention rates and target industry or role-specific career opportunities for members, among other factors. Consequently, data integrity is vital when presenting to your Board of Directors about the health of your membership, and it provides them accurate information to set the strategic direction of your organization.
Data integrity is not only important for your AMS/CRM, but also across other solution platforms, such as your learning management system (LMS) and career center solution. Ultimately, the more holistic your data, the more armed your association is to effectively market to your members using demographic points, such as geographic location, functional role and years of experience.
So, ask yourself: Does your present AMS lessen the amount of time and resources it takes to sustain data integrity, or does it become a burden to that end? If the latter, then it’s time to think about abandoning the lengthy, manual copy-and-paste approach and streamline it to easily merge duplicate member profile data.
Make 2017 the Year of Your Members + Association.
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