The Metal Treating Institute (MTI) is a nonprofit trade association built to support its members, companies in the heat treating business. It has 370 member companies across 40 U.S. states and Canada. MTI adopted an online community in 2009. This is their digital transformation story.
Wondering how your association can stay relevant, effectively connect with younger members, save staff time, increase revenue, and boost retention? We’ll let MTI tell you.
Before MTI adopted an online community, it was short on staff, didn’t have an AMS, and its revenue was decreasing. The trade association needed to update its value proposition dramatically to thrive again. That’s where the value of communities came in.
MTI chose community as a tool for digital transformation, and has achieved the following successes with less than 4 full-time staff members:
- 50% decrease in transactional requests due to community
- 2600% revenue growth in 14 years
- 97% member retention rate
How do they do it? We sat down with Tom Morrison, MTI CEO, and Kristen Speer, MTI Director of Member Experience, to hear their story and learn about how they’ve harnessed the power of online communities to tap into the future of their membership and provide maximum value.
“We’ve used technology, including our online community, our learning management system, and our benchmarking database to empower our members, help them do more for themselves, connect with them, and expand services without expanding staff. We’ve turned MTI around.” -Tom Morrison, MTI CEO
As you scroll on to soak up lessons from MTI’s strategy, be sure to watch the videos featured throughout to hear about MTI’s digital transformation directly from Tom and Kristen.