“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.