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© Lehman Associations, LLC 2016
Lehman Associates, LLC
• Associations and Supplier Companies
• Strategy consulting for technology and marketing
• Customer Satisfaction, Market & Member Research
• The Lehman Reports™ industry research series
• Founded 1992, Alexandria, VA
#AssnTechTrends
© Lehman Associations, LLC 2016
AMS Use and Satisfaction 2006-2016
AMS International: CA, AU, UK 2010,13,16
Association Technology Study 2011-15
Donor Management Systems, 2013-2016In collaboration with NTEN
#AssnTechTrends
© Lehman Associations, LLC 2016
Evolving Role of Technology
Technology Introduction
Technology as Tools
Technology as Strategy
Investment
Investment
Cost CenterLinear
Exponential
ROI Potential
#AssnTechTrends
© Lehman Associations, LLC 2016
Changing Technology Proposition
Time
Value
Today
Transformation
ProductivityImprovement
#AssnTechTrends
© Lehman Associations, LLC 2016
Enterprise software used to be
about making ex isting work
more efficient. Now , the
opportunity for software is to
transform the work itself.
Aaron Levie, CEO , Box cloud computing
#AssnTechTrends
© Lehman Associations, LLC 2016
By 2017, the CMO w ill spend
more on technology than the CIO
Gartner
#AssnTechTrends
© Lehman Associations, LLC 2016
Technology as Strategy Models
Tech as Enabler
Tech as Substitution
Tech as Disruptor
Tech Bi-products
#AssnTechTrends
© Lehman Associations, LLC 2016
ContentWebsite
CommunicationEmail
CollaborationSocial
Content Defined by Topic and Role Rather Than by Channel
Highest growth and most effective models are in the overlaps
Circle of Engagement
Digital Assets Strategy Plan
#AssnTechTrends
© Lehman Associations, LLC 2016
A Greater Focus on Outcomes
Member Database
CRM Toolset Engagement
#AssnTechTrends
© Lehman Associations, LLC 2016
Intelligence is the new Rock and Roll
Audi Advertising Campaign
Data is a Rock StarVeritas
#AssnTechTrends
© Lehman Associations, LLC 2016
Text from your doctor
go to the ERNOW!
Internet of ThingsAnd Big Data
25-50 Billion devices by 2020
High-volume, continuous streams, global nervous system
Business, personal, public sources
Advanced analytics and predictive analysis – greater insight
Drive personalization
Enhance policy, advocacy, cause
Most organizations lack expertise
Signal to Noise challenges
#AssnTechTrends
© Lehman Associations, LLC 2016
A Global Nervous System
• Billions of bits of data• Streams of human and
machine data – 70x Library of Congress daily
• Health, environment, energy, financial –endless list
• Mashup overlays multiply data value
#AssnTechTrends
© Lehman Associations, LLC 2016
A Greater Focus on Prediction
Basic Historical Reporting
Advanced Reporting
Multi-variable
Predictive Analytics
Looking Back Looking Forward
#AssnTechTrends
© Lehman Associations, LLC 2016
Ten years from now , when we look back
at how this era of big data evolved …
We w ill be stunned at how uninformed
we used to be when we made decisions
Billy Bosworth, CEO , DataStax
#AssnTechTrends
© Lehman Associations, LLC 2016
360° View
Website activity
Events registration
Community actions
Email response
Advocacy participation
eLearning / Certification
Member Demographics
Member / DonorRecord
AMS remains the hub for most associations
#AssnTechTrends
© Lehman Associations, LLC 2016
Technology Complexity
Lehman Reports Technology Study, 2015
#AssnTechTrends
© Lehman Associations, LLC 2016
Success Factors
• Strategy orientation
• Technology and marketing leadership
• Technology Strategy Plan
• Application and data integration
• Effective measures of ROI, use of metrics
• Business, analysis, and communications skills of IT staff
#AssnTechTrends
© Lehman Associations, LLC 2016
Evolving Role of Technology
Technology Introduction
Technology as Tools
Technology as Strategy
Investment
Investment
Cost CenterLinear
Exponential
ROI Potential
Improvement
Transformation
#AssnTechTrends
Technology • Integrated Systems
• Precise Targeting
• Automated Campaign
• Marketing Analytics
#AssnTechTrends
Integrated systems – Precise targeting
Forms Email Online Community
Transactions Database Browse
#AssnTechTrends
Precise TargetingHigh Value Prospect /Membership Page
Member / Educational Courses
Incomplete Transaction
Opened email / No conversion
Lapsed Member / Online Community
#AssnTechTrends
Automated Lifecycle CampaignsProspect Marketing
New Member Onboarding
Nurture Campaign
Membership Renewals
Event Campaigns
Annual Appeal
Lapsed Member
#AssnTechTrends
18.2%
63.4%
Open Rate
New Member Onboarding Campaign
Before Marketing Automation
After Marketing Automation
#AssnTechTrends
• Cloud-based Engagement Platforms for:– Online Communities– Volunteer Management– Component Management
• Founded: December 2007• 90+ Staff• 640 Clients - >600 Associations• 33.5M “Members”
#AssnTechTrends
Top 10 Member Journeys
• New Member Onboarding• First Year (after onboarding)• Annual Conference• Net Promoter – Satisfaction• Education (Workshops,
Webinars etc)
• Certification• Mentoring• Volunteerism• Renewal• Engagement
(Best Answer, Recommending, Thanking…)
#AssnTechTrends
Started Thread in
Last 5 DaysFewer than 1000
Contributor Points
Not Received “Keep the Conversation
Going B” within 90 days
X
Right Message, Right Person, Right Time
#AssnTechTrends
ASAE’s MEAT: Results after 6 Months:1829 Participants (A/B Tested)
Engagement Type A Segment B Segment% Increase (using automation)
No Automation With AutomationAgreed to Terms 226 325 44%Profile Photo 131 245 87%Profile Bio 16 23 44%Joined Community 730 907 24%Friends Made 17 536 3053%Mobile App 29 38 31%
Likely to Recommend…Photo? NPS
No Photo 19.2
Photo Only 36.9
Photo and Bio 41.0
Login Total NPS0 17.11-2 26.13-4 36.75+ 41.2
Members who are active within Collaborate are 30% more likely to recommend ASAE.
#AssnTechTrends
Likely to Spend…
Amount Non-Collaborate Collaborate
≤ $600 45.5% 12.9%
$600-$1600 18.5% 15.2%
$1600-$3000 13.9% 15.2%
> $3000 22.1% 56.7%
#AssnTechTrends
TRADITIONAL vs.
TASK/OUTCOME
Volunteerism.Act of Engagement | Social Learning| Community
#AssnTechTrends
ASAE Top 100https://collaborate.asaecenter.org/top100
#AssnTechTrends
Benchmarking Data
• 2015 Community Benchmark Report:www.higherlogic.com/benchmarkreport
#AssnTechTrends
Thank You!
Tom Lehmanwww.lehmanreports.com
Vivian Swertinskiwww.informz.com
Andy Steggleswww.higherlogic.com
#AssnTechTrends