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It’s all about information management
17 February 2014, by , in Data Management, Executive, No comments

Association Laboratory has released their most recent environmental scan of the association industry. Go here and read it as soon as you’re done reading this post.

What you’ll discover is that the greatest concern among associations’ members is managing the amount of information they receive. Your members are inundated with information, from your association and thousands of other sources. So the challenge for associations is making sure that you are communicating just the right amount and type of information to your members. And how do you do that? With data.

The promise of good data management is that you can communicate with your members in a way that is highly relevant and highly valuable to them. You do this by understanding who they are, what their interests and needs are, and how they like to consume information. This means collecting and analyzing key data about your members, such as how long they’ve been a member, what their areas of interest and speciality are, how they’re consuming information from you (e.g., via the web, via email, via Twitter, via print), and what content you have that may be relevant to them.

Managing all of this information can be tricky. It requires good technology and also good processes. But once you start targeting your communications to members (i.e., sending them what is relevant to them, not just shotgunning all information to all members), you’ll see an uptick in their response. And they’ll appreciate the value you’re providing.

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Testimonials

“Wes was able to come in and offer tangible, relevant advice that made us more productive immediately. I value his understanding of databases but more so, his understanding of how nonprofits work. There was no lost time educating him about how membership organizations are “different.” Wes recommended changes in processes as well as tips and tricks that were easy to implement made an immediate positive impact.”

Mary Pat Paris, Executive Director
International Registration Plan

“We came to Wes because we were very frustrated with our existing AMS and we wanted to improve our capabilities as soon as practicable. Wes very quickly helped us through a process of identifying our needs, identifying potential vendors, and selecting a new system that we’ll be able to move into very quickly. I especially appreciated Wes’s candor about our processes as well as the systems we were looking at. He was a great resource to have in a period of high anxiety for our organization. I would highly recommend Wes for any similar project.”

Jack Chiasson, CMP Executive Director
National Association of Life Brokerage Agencies

“Wes was able to come in and offer tangible, relevant advice that made us more productive immediately. I value his understanding of databases but more so, his understanding of how nonprofits work. There was no lost time educating him about how membership organizations are “different.” Wes recommended changes in processes as well as tips and tricks that were easy to implement made an immediate positive impact.”

Mary Pat Paris, Executive Director
International Registration Plan

Mary Pat Paris
International Registration Plan

“This is the second database implementation we’ve done since I have been at Western Arts Alliance (WAA). The first I did on my own. This time we engaged Wes Trochlil as our database planning consultant. Let me tell you, this process is a whole lot easier having Wes on your team! For a small association like WAA, it’s tempting for board and EDs to question the justification and expense of a database planning consultant. But it’s the small associations that need Effective Database Management the most. Wes strengthened our planning process, clarified our needs requirements, helped us steer around solutions that couldn’t meet our objectives, and saved us money in the long haul.”

Tim Wilson, Executive Director
Western Arts Alliance

Tim Wilson
Western Arts Alliance
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