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Tom Lehman

Tom is president and founder of Lehman Associates, LLC, an Alexandria, VA-based research and consulting firm that helps companies and nonprofit organizations make effective use of online and interactive technology to advance marketing and business goals. He frequently works with emerging technologies and new business models, and he has a strong ability to see the broader picture and translate new tools into tangible benefits for organizations and their customers and members. Tom is the publisher of the Lehman ReportsTM series of annual market studies on the use of technology by nonprofits and their satisfaction with those products and services. He is a frequent presenter at industry conferences and webinars.

Recent Posts

The Member Journey Has Changed: Are You Changing With It?

Written by Tom Lehman on May 16, 2019 at 9:08 AM | 4 minute read

“Digital transformation” is leaving no stone unturned. Its effects aren’t limited just to big consumer brands like Amazon, Netflix Uber. Technology has changed how people travel down the path toward membership at your association, and how they engage with your association if or when they join.

A member’s experience with your association or nonprofit used to look different. They might hear about you through a direct mail flyer, send in a check to join, and attend a conference once a year. That was association membership. Their journey to joining your association was linear and sequential.

Now, they come to your association at various stages of the funnel, or the member/buyer’s journey. And along the way, they expect a different experience from what was the norm 20 years ago.

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Topics: Communications, Engagement, Member Communities, Associations, Member Experience, Nonprofits and Charities, Member Engagement, Marketing Automation, Online Community, Integration

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