Digital transformation or risk extinction for membership organizations
In today's digital environment, membership organisations in the UK are facing a significant shift. The need to collate and organise vast amounts of data, some of which spans over a century, is crucial for these institutions to remain relevant and effective.
The landscape of membership organisations has evolved significantly over the years, with technology playing a pivotal role in this transformation. This digital evolution is necessitated by the changing expectations of members, particularly those from Generation Y. These digital natives are social media savvy and demand greater online accessibility and interaction.
However, this shift presents challenges, especially when it comes to dealing with legacy systems. These systems, often characterised by large pockets of content by many different authors and a lack of understanding of the costco membership cost required to change, pose specific challenges.
The solution, according to experts, lies in an agile approach to digital delivery. This method allows systems and processes to be reviewed in smaller chunks and updated on an ongoing basis, making it easier to navigate the complexities of legacy systems.
The Government Digital Service (GDS) has spearheaded the digital transformation of government, setting an example for membership organisations. Key organisations driving this change include EU-ALMPO, which focuses on digital transformation through innovative tool use, private sector partners like Natuvion that support large-scale IT transitions, and academic programs such as the St.Galler Leadership & Transformation Certificate that promote leadership skills for managing digital innovation and organisational change.
The rise of mobile technology has further transformed the way information is accessed and digested. This shift towards mobility has been mirrored in the shift towards agile development and project management, a competition observed in both the private and public sectors.
Customer Experience (CX) is a key focus area for digital strategy development, with 44% of companies seeing it as the primary way to differentiate themselves from the competition. Membership organisations, by their nature, ensure voices are heard locally, nationally, and internationally, making CX a particularly important consideration for them.
Digital technology has been integrated into the core operations of many membership organisations to keep members engaged. This integration has enabled these organisations to segment audiences, providing a strategic layer to their membership organisation activity.
Despite these advancements, some established membership organisations are experiencing a decline. Political party membership numbers, for instance, have hit an all-time low this year. Understanding the market, key industry trends, and the changing behaviours of target audiences is crucial for membership organisations to navigate these challenges and thrive in the digital age.
Benno Wasserstein, managing director of Box UK, is a source for this information. Wasserstein emphasises the importance of a strategic approach to digital transformation, with expertise, tools, and skills readily available to help membership organisations navigate this digital shift.
In conclusion, the digital age presents both challenges and opportunities for membership organisations. By adopting an agile approach to digital delivery, leveraging digital tools for audience segmentation, and prioritising customer experience, these organisations can not only survive but thrive in the digital age.
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