In the world of associations, maximizing Member Engagement is the heartbeat that sustains their vitality and impact. Member engagement is important for various associations, be it an industry, professional network or a community.
AI has ushered in new methods of how associations connect, communicate, and collaborate with their members.
In this blog, we will explore how to maximize member engagement strategy using Salesforce Einstein AI. So, without any further ado, let’s dive right it.
Member engagement is important for associations for the following reasons:
- Engaged members are more likely to renew their memberships, ensuring a steady revenue stream that sustains the association’s operations.
- Engaged members are more likely to attend events, participate in discussions, volunteer, and advocate for the association.
- Member engagement provides opportunities for networking, allowing members to connect, share knowledge, and collaborate with others in their field.
- Associations have specific goals and missions. Engaged members are more likely to actively participate in and support initiatives that further these objectives.
- Engaged members provide valuable feedback that can help the association improve its offerings, services, and member experience.
What Salesforce Einstein AI Brings to the Table for Membership Associations?
Salesforce Einstein AI capabilities help in decision-making based on real-time data and insights. By combining past data and understanding the specific goals of associations, AI gives insights and recommendations. This makes decision-making way easier for associations. Associations and nonprofits can enhance their membership engagement strategy using the power of Einstein AI.
Einstein AI can actually help associations understand member expectations leading to strategized operations. For example, automating routine tasks, sending out personalized content to members, and so on. Using AI, associations can anticipate membership renewals and streamline membership engagement strategy.
5 Ways to Elevate Member Engagement Strategy Using Einstein AI
Let us understand how Salesforce Einstein transforms member engagement by solving the challenges faced by associations:
1. Personalized Communication
Personalized communication is a strategic approach using which associations send tailored messages to their members based on their needs. This helps to build meaningful relationships and boost member satisfaction.
Challenges in Personalized Communication
- Generic messaging– Associations send the same message to all their members. This leads to dissatisfaction as members may not find content relevant and interesting for them.
- Diverse membership– Associations have a diverse member base with different interests and engagement levels. Personalizing messages for such a diverse group may be difficult for associations.
- Limited resources– Many associations and nonprofits run on a tight budget and with minimal resources. Creating personalized content for members can be impossible for such organizations leading to reduced member engagement.
How Einstein AI Solves the Problem?
Using AI, associations can analyze member data based on their interests, preferences, behavior, demographics, and membership history. Based on this data, associations can personalize the communication content ensuring that members receive content they are interested in. This improves the membership engagement strategy for associations.
Use Case
Associations can send targeted newsletter, event invitations, personalized emails to members based on their interests and engagement history. This keeps the members informed and engaged with the activities with the association.
2. Event Recommendations
Associations can recommend events like webinars or conferences to members based on their past interests. This boosts member satisfaction as members can engage in events they prefer.
Challenges in Event Recommendations
- Diverse member interests– Event interests and preferences vary among the association members. Associations face challenges in sending event recommendations to a diverse group of members.
- Lack of member data– Associations have limited data on event attendance and preferences. They hinder their ability to send personalized event recommendations to members.
- Manual recommendations– Many associations rely on the manual approach like “word of mouth” for event recommendations. This is a time-consuming and erroneous process.
How Einstein AI Solves the Problem?
Einstein AI automatically analyzes member data to understand past event attendance and recommends events accordingly . This ensures that the members are engaged in events that they find interesting.
Use Case
Leveraging Einstein AI, associations can suggest relevant webinars, events and conferences to the members to optimize the membership strategy plan.
3. Predictive Analytics
Predictive analysis in member engagement is the process of using member data to forecast future trends in member behavior and preferences. By anticipating member engagements, associations can personalize the strategies to meet the needs of the members.
Challenges in Predictive Analysis
- Limited member data– Due to lack of member data, associations find it difficult to predict future behavior of the members.
- Lack of actionable insights– Some associations cannot derive actionable insights from the available data which limits the member engagement strategy.
- Data quality– Missing or duplicate data can lead to inaccurate predictions leading to low member engagement.
How Einstein AI Solves the Problem?
Einstein AI can use available data to build strong predictive models for member engagement. Associations can personalize messages to members to promote their events. They can also anticipate member loyalty and send personalized messages accordingly.
Use Case
Using predictive analysis, Einstein AI can predict members who will renew their membership. Based on this prediction, associations can send personalized messages to members who are less likely for renewal.
4. Chatbots
Integrating AI-driven chatbots enables associations to provide real-time assistance to members. This includes, answering common questions or directing members to the right resources thus boosting membership engagement strategy.
Challenges in Real-Time Assistantance
- Lack of personalization– Generic response to member queries can make them feel less valued. This will lead to low member retention.
- No real time support– Associations cannot provide 24/7 support to the members or recommend the right resources leading to member dissatisfaction.
- Diverse member queries– Members have a wide range of queries and questions. Associations unable to handle member queries efficiently are likely to face member churn.
How Einstein AI Solves the Problem?
AI- powered chatbots can use member data to personalize interactions and provide necessary information. Members can get information or immediate response to their queries. This helps to improve member engagement and drive retention.
Use Case
Einstein AI powered chatbots handle routine enquiries on the association’s website. It can also provide relevant information to members anytime boosting member satisfaction and retention.
5. Member Feedback Analysis
Einstein AI can automatically analyze member feedback data and derive valuable insights from that data. Based on member feedback, associations can identify strategies to maximize member engagement and discover areas of improvement.
Challenges in Member Feedback Analysis
- Manual feedback analysis-Traditional analysis of member feedback is a time-consuming process. With this approach associations are unable to act on member feedback efficiently.
- Data volume– Associations receive member feedback from emails, social media, and survey reports. Analyzing such a huge amount of data manually is resource- intensive, and prone to errors.
- Lack of real-time insights– Associations struggle to analyze member data real-time and gain insights from the data. This leads to delayed responses to member concerns and low member engagement.
How Einstein AI Solves the Problem?
Einstein AI automatically processes member feedback to identify trends and predict member sentiments. Using this insight, associations can solve member problems promptly for a better member engagement strategy.
Use Case
Einstein AI analyzes member feedback from sources like emails, online surveys and social media interactions. Using AI, associations can understand member needs and make data-driven decisions.
Read More: Know how to track member engagement with scoring & dashboards.
5 Benefits of Leveraging Einstein AI for Member Engagement
1. Advanced Decision-Making
Einstein AI can process huge amounts of member data to discover meaningful insights. Based on this data, it can identify member trends and patterns and tailor messages to meet the strategic needs of the members. Data-driven insights improve decision-making leading to higher member engagement levels for associations.
2. Improved Member Retention
Using Predictive analysis, it is easy to identify members who are likely to leave the association. With this analysis, Associations can take preventive measures like providing personalized experiences to solve member problems thus retaining their loyalty.
3. Increased Operational Efficiency
AI automates manual tasks, such as administrative processes and marketing campaigns. Employees can focus more on value-added work like solving problems of members that help in building long-term connections.
4. Effective Feedback Analysis
Using member data, AI can predict member sentiments through their feedback and suggestions. With this insight, associations can understand their members better and identify areas of improvement. This can ultimately contribute to member growth and loyalty.
5. Member Churn Prevention
Leveraging AI, associations can predict members who are less likely to renew their memberships. This can help in providing a personalized membership engagement strategy that will retain member loyalty and boost engagement.
Read More: Advantages of Integrating your Online Community.
Conclusion
Salesforce Einstein AI is the future for member engagement as predicted in Dreamforce 2023. AI will navigate the way associations interact with their members boosting loyalty and retention.
Aplusify is a Certified Registered partner for Association Management Services (AMS) Implementation and Managed Services. We use Salesforce, Fonteva, Nimble AMS, and IMIS to identify issues in member engagement and provide timely solutions.
Take your member engagement strategy to the next level. Contact us for a free consultation.
