Why Membership Organisations Need to Think Like Digital Start-ups to Stay Competitive

Published 14/01/25 under:

The world of membership organisations is changing fast. Member expectations are higher than ever, and traditional ways of working simply won’t cut it anymore. Whether it’s clunky systems, siloed data, or outdated processes, these challenges can leave organisations struggling to attract, engage, and retain members in an increasingly competitive landscape.

But what if membership organisations could learn a thing or two from digital start-ups? Start-ups thrive on agility, innovation, and a member-first mindset. By adopting a similar approach, membership organisations can future-proof their operations, delight their members, and remain relevant in today’s digital-first world.

Here’s how:

1. Be Agile: Adapt Quickly to Member Needs

Start-ups are masters of agility. They pivot quickly in response to market demands, using feedback to refine their offerings. Membership organisations can do the same by leveraging modern technology to stay responsive to members’ changing needs.

For example, having an integrated CRM system like our Dynamics based Accelerate Membership means you can access a single view of each member. This enables you to track engagement, understand preferences, and offer personalised experiences – all in real time. No more guesswork or waiting for annual feedback surveys to make changes; you can adapt as you go.

2. Break Down Data Silos

One of the biggest challenges membership organisations face is siloed data. Information stored in different systems – from payment platforms to email marketing tools – makes it nearly impossible to get a clear picture of member activity.

Digital start-ups prioritise data integration from day one. By investing in a platform like Microsoft Power Platform, you can connect disparate systems, automate workflows, and turn raw data into actionable insights. This not only saves time but also helps you make informed decisions that benefit your members.

3. Leverage AI to Drive Engagement

Artificial Intelligence (AI) might sound futuristic, but it’s already transforming industries – and membership organisations shouldn’t be left behind. AI can help you predict member behaviour, personalise communication, and identify engagement trends.

Imagine using AI to recommend events or services to members based on their past interactions, or to analyse data and highlight members who may be at risk of leaving. These insights allow you to take proactive steps to engage and retain them.

4. Focus on the Member Experience

Start-ups succeed because they put the customer – or in your case, the member – at the centre of everything. Membership organisations must take a similar approach by designing seamless, user-friendly member journeys.

From joining your organisation to renewing their membership, every interaction should be easy and enjoyable. Digital tools like chatbots can answer member queries 24/7, while self-service portals allow members to manage their accounts at their convenience. It’s about meeting your members where they are and providing the kind of service they’ve come to expect in a digital world.

5. Think Big, Start Small

Digital start-ups often begin with a minimum viable product (MVP) and scale up. Membership organisations can adopt a similar mindset by starting with small, manageable projects and gradually expanding their digital transformation efforts.

For instance, you might begin by automating a single process, such as event registration, before rolling out automation across other areas. This phased approach allows you to see quick wins, build momentum, and reduce the risk of overwhelming your team.

6. Adopt a Culture of Continuous Improvement

Digital start-ups never stop innovating. Membership organisations should also embrace continuous improvement by regularly evaluating their technology and processes. Ask yourself: Are our systems still fit for purpose? Are we making the most of the latest tools and trends? What can we do better?

By staying curious and open to change, you can ensure your organisation remains at the forefront of the membership sector.

Final Thoughts

In today’s fast-paced, digital-first world, membership organisations can’t afford to stand still. By thinking like digital start-ups and embracing agility, innovation, and a member-first mindset, you can overcome challenges, unlock new opportunities, and create meaningful value for your members.

At Kerv Digital, we specialise in helping membership organisations navigate this journey. With tools like Microsoft Dynamics 365, Power Platform, and AI-powered solutions, we’re here to help you reimagine what’s possible.

Ready to take the first step? Let’s start the conversation about your digital transformation today.