Association Member Pain Points. Growth focused Associations utilize data as a foundation to deliver programs and services to members. While member survey outreach varies among Associations, what’s clear is how important this data is in helping organizations assess its uniqueness and relevance. The Technology Association of Georgia, www.tagonline.org, for example, surveys it’s members annually to reinforce their connection to member business objectives. This laser focus contributed to TAG’s strong revenue growth from $500,000 in 2004 to $3.4 million in 2012.
Decision Maker Study
Although data can reinforce the value being provided, it uncovers new pain points to deliver services and increased ROI. According to Tino Mantella, TAG President and CEO, that annual outreach uncovered an important gap.
Unique and Relevant
Data provides actionable intelligence to Mantella and his team. Their expansive platform of interest groups reflect pain point concerns. The Association provides opportunities for members to engage and last year alone TAG held over 200 hundred such meetings.
Real engagement is about bringing companies together and facilitating the dialogue leading to new solutions to shared “pain point” issues. Companies value and engage in those activities which they believe will positively impact a personal or company priority. TAG utilizes 32 different Societies to engage its members with significant success.Engagement Supports Pain Points
In TAG’s example, the Association achieved revenue growth because of their transition to higher levels of member engagement combined with the usage of actionable data and pain point connections to satisfy Company needs.
Association Member Pain Points
Associations compete for fewer available corporate dollars. Those using data to determine actionable strategies to address and satisfy pain point issues will thrive. The Technology Association of Georgia is a solid example of using data to keep member needs front and center.
