We see stories about overnight startup successes. We read about organizations that manage to build a massive list of followers in just a few months. Speakers talk about 90% email open rates. And articles tout the five simple steps to get to any goal you want to achieve. Everywhere we see the message that with just a bit of tech savvy guaranteed success is simple, easy, and fast. If only we had the budget to buy it.
In our digital age, the only thing standing in our way, many experts say, is the platform we do not have. Your AMS can boost engagement rates and so can the right marketing automation platform. Get more awareness by updating your website and do not forget about personalization. Soon AI will be the goose that will lay the golden egg. Now don’t get me wrong; a terrible website can hurt engagement or used in the right way marketing automation can help members receive a customized experience. Technology is powerful for organizations that already have a strong foundation. But, no technology by itself can deliver us easy and fast sustained success.
Those stories about using technology to generate quick or instant success metrics are not for us.
They are not for us because we do engagement work. The results of engagement work cannot be gamed. There are no shortcuts. Rather than overnight success, engagement work offers a slow and steady build. Engagement work is what members need us to do whether they can articulate that or not. And engagement work always comes before technology because the technology will not fulfill its promise without engagement work.
Before the board votes to find a new AMS provider, or allocate budget to buy a marketing automation platform, or approve a vendor to build a new website check to make sure the association’s engagement foundation is in place first.