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Associations are constantly seeking innovative ways to enhance engagement and drive revenue, and artificial intelligence is transforming the engagement landscape. By leveraging AI, associations can automate and optimize various aspects of their operations, freeing up valuable time for their teams to focus on core activities that drive engagement and revenue.
Last year, MCI released the results from the most recent administration of the Association Engagement Index, which provides valuable insights into member engagement. Fifty-eight associations across multiple industries and professions participated, generating more than 15,800 responses from members, customers and stakeholders around the world. The benchmark shows a moderate level of stakeholder engagement overall, indicating there is work to do to raise engagement to a stronger position. Using the key areas of focus from the AEI — choice, channels and customization — let's look at how AI can impact your association's approach to deeper engagement with all stakeholders.
The power of AI in membership engagement
AI is not just a buzzword; it's a reality that is revolutionizing the way associations operate. According to the 2024 State of Nonprofit Digital Engagement Report, 92 percent of nonprofits believe AI will enhance engagement. This shift is already underway, and associations that embrace AI can gain a competitive edge.
Choice
Each time I coordinate the UberEats order for my family, I realize how customization is now a norm, not a bonus (I don't want to know how much I have invested in "extra guac" over the years). The AEI highlights the importance of offering members choices in how they engage with association activities. Members want to choose how they engage through multiple channels, both online and offline. AI can help associations provide these choices by analyzing member preferences and behaviors to offer personalized recommendations. Tools such as Personify and Nimble AMS leverage machine learning algorithms to analyze member data, enabling associations to tailor their outreach effectively. In addition, AI-driven platforms such as HubSpot can suggest relevant events, articles and resources based on a member's past interactions. This level of personalization makes members feel uniquely valued and more likely to engage.
Channels
The days of expecting members to go to the website or LinkedIn page to get information need to be over, as engaging members through multiple channels is crucial for maintaining high levels of engagement. In addition, there are generational attitudes around device choice for certain tasks. A recent study shows that Gen Z and millennials are comfortable doing everything by phone, but Gen X will use a phone to research and a computer to execute. Generative AI tools such as ChatGPT or Microsoft Copilot can help associations craft personalized and relevant outreach messages for different channels such as email, social media and mobile apps. Email automation journeys powered by AI ensure timely and personalized communication, connecting members to relevant content and opportunities. Additionally, AI can provide detailed engagement recaps and help craft unique messaging tailored to individual members. Many organizations can start by investigating what AI integrations are already available in their current tech stack.
Customization
My Amazon landing page doesn't look like yours, and that is an expected aspect for most consumer journeys. Just as we don't want to show snowblowers to Florida residents, associations want to show the appropriate learning opportunities based on professional or membership tenure and education. AI can help associations create highly customized engagement strategies by analyzing member data and identifying individual preferences and behaviors. Personify Insights or Aptify, for example, offer robust analytics to assess member interactions and predict future engagement trends. Survey platforms like SurveyMonkey with AI integration can analyze member feedback and engagement patterns to identify areas for improvement and suggest new initiatives to boost engagement. Additionally, AI-powered content creation tools such as Rasa.io for newsletters allow associations to deliver tailored content that resonates with each member's unique interests.
By thoughtfully integrating AI into engagement strategies, associations can revitalize how they connect with members. AI can boost engagement by enabling teams to operate more efficiently, uncover new opportunities, and secure valuable partnerships with greater precision and effectiveness.
Erin M. Fuller, FASAE, CAE, is the global head, association solutions for MCI Group and the chief strategy officer for MCI USA.