Personalised journeys that reflect individual needs
The Medical Library Association (MLA), based in the United States of America, upgraded to a tailored technology, developed by MCI USA, to improve the way it engages members and customers. “The main reason we did that,” says Kevin Baliozian, Executive Director of MLA, “was to enhance the experience and the personalisation of both members and customers.”
One of the areas MLA focused on were journeys and segments, he says. They wanted to offer various ways to join, subscribe, access different types of content, sign-up for a personalised newsletter, set up an alert-management system – in other words, a tailored experience.
This move reflects a key trend identified in the Association Engagement Index 2024 (AEI). While 45% of respondents rate the opportunity to personalise communication highly, only 20% completely agree with this statement: “It is easy to find content, information, programmes and services that match my personal interests.” There’s progress, but a gap still exists between what’s possible and what’s intuitive.
Baliozian highlights why this matters: “One of the main objectives that MLA has is to connect with people who don't think of MLA as their professional home, but who are looking to engage and consume from MLA. And so we needed to be able to segment and address the needs of those people in very special ways.”
“As associations consider how to engage their members, they must also consider investing in AI, not as a replacement for human connection, but as a tool to support the evolving needs of their communities,” says Triphine Dusabimana, who is the Europe-based Executive Director at the Society for Clinical Data Management (SCDM). “At SCDM, we don’t see engagement as a checklist, it’s a relationship that grows with our members. That’s why we created Elev8: a learning experience platform grounded in the CDM profession competency framework but shaped by the real-world insights of our global community. It’s designed to meet people where they are, whether they’re just starting out or leading innovation. AI helps us personalise the journey, but it’s the people, their contributions, their needs and their growth that drive everything.
“This approach has also strengthened our certification programmes, which are now aligned to career levels and topical expertise, giving members a clearer path to professional recognition and advancement.”
Watch Kevin Baliozian (MLA) discuss participation and collaboration opportunities.
Engagement on their terms: choice and channels
One clear message from the AEI is that “choice matters – the right channel, for the right activity, at the right time. Flexibility leads to higher engagement.” Members want choice: to be able to mix and match their participation across online and in-person settings, depending on what suits them.
Angela Shelton, CEO of Answers for Associations (A4A) in Australia, agrees. She emphasises the importance of “connecting with younger members through the communication channels they already use.” By meeting next-generation professionals where they are, associations stand a better chance of being seen as relevant and valuable. As the AEI notes, “members and customers still want a choice in how they engage… associations must leverage an omnichannel approach.”
This is particularly important when the aim is to build longer-term relationships. Younger members are less likely to recommend their association. According to the AEI: “Those under 55… are least likely to recommend it, according to their NPS scores. This highlights the need for a targeted engagement strategy to boost their loyalty and advocacy.”
From consumption to co-creation
The AEI 2024 outlines the Engagement Loop – a model that “captures the continuum of interaction and involvement association members and customers experience throughout their engagement with the organisation. It highlights four areas of engagement opportunities – consume, contribute, collaborate, and co-create – exhibiting how individuals move through a cycle of connection, from initial awareness and content consumption, through active participation, to deep commitment and advocacy”.
The 2024 AEI showed a 3% increase in respondents who rated their associations as “excellent” at providing benefits and services that meet “my/my company’s needs”; “availability and accessibility of products, programs and services” also increased by 3% over 2022 results. But both of these indicators were amongst the lowest-ranked indicators, so clearly most associations are still playing catch-up.
For MLA, recognising different types of users is essential. “Customers at the Medical Library Association represent 7,500 people compared to 2,800 members. So we do a lot more business with customers,” Baliozian explains. These customers engage because of MLA’s “expertise, and because of some specific services that MLA provides.” As a result, MLA has tailored separate strategies to engage each group.
Associations are encouraged to recognise where people are on the Engagement Loop and help them move forward. As the AEI points out: “If a member (or customer) has actively contributed to a programme… the association should be proactively pointing the individual toward opportunities to collaborate… or to co-create.”
Make it easier to contribute
Opportunities to contribute and co-create deepen engagement but also allow members to connect with peers, share their expertise and take on visible roles within the community. These experiences can support professional development and reinforce the value of association membership as a career asset.
Many members want to do more but find it difficult to get involved. 31% of members and customers are highly interested in contributing more actively to the development of content, programmes or strategy of their association. But only 22% completely agree that their association encourages them to contribute to association activities and to help advance its mission. Just 15% find it extremely easy to contribute to the development of content and programmes or to the direction and priorities of the association.
The AEI’s advice is to structure clear, agile and short-term opportunities: “Associations can further encourage active engagement by guiding members and customers on how to get involved through targeted, deliberate, and personalized communications.
“Additionally, providing more agile and quick opportunities for contribution, collaboration, and co-creation can be beneficial. This might include participating in short task-oriented groups such as task forces, responding to calls for innovative projects or product development, or joining short-term committees, such as those focused on events or networking.
“These opportunities should cater to the desire for multichannel engagement through both online and offline touchpoints throughout the 365 days of the year.”
Career relevance drives engagement
Engagement is driven by relevance. For many members, professional development is a primary driver of engagement. Certification, credentialing, and continuing education are often the first touchpoints that lead people to join an association in the first place. When associations provide easy access to relevant training and skills-based pathways, they are not only supporting career advancement but also reinforcing their value in members’ professional lives.
As the AEI puts it: “There is a need to make it easier for members/customers to find relevant content and to customise their access to turn these passive consumers into brand ambassadors and promoters.”
Associations can strengthen relationships by giving people more of what they need: customisation, flexibility and pathways to grow their careers and their contribution. But delivering this kind of value demands strategic clarity, the right technology and an in-depth understanding of member behaviour. That’s where MCI comes in.
MCI supports associations around the world with services that span membership strategy, digital transformation, content and community engagement. By helping organisations map member journeys, structure participation opportunities and measure engagement impact, MCI empowers associations to deepen relationships and increase relevance.
Whether you're looking to reimagine your value proposition, improve personalisation or turn passive members into active contributors, MCI can help you take the next step. Contact us today.
MCI Content Team
