Adapting to changes in member behavior and preferences is the key to success in building stronger communities within an association; especially for associations aiming to recruit new members. Let’s explore in this blog how associations can tweak their strategies for maximum impact. 

Deciphering Shifts in Member Behaviour & Preferences: 

Member behavior, a dynamic force shaped by tech advancements, societal shifts, and economic changes, demands a proactive approach. Today’s members are hyper-informed, digitally linked, and socially aware. To resonate with their preferences, associations must embrace change and look at new and innovative ways to engage them and connect with them digitally. 

Embracing Digital Dynamics: 

In the era of digital interaction, associations need robust online platforms, user-friendly websites, and a captivating social media presence. This not only ensures smooth interaction but also offers valuable insights into consumer preferences. 

The Power of Personalization: 

Members crave personalized experiences. Leveraging data analytics, associations can tailor content and communications to create meaningful engagements. This personal touch fosters a stronger connection between the association and its key audiences. 

The Online Odyssey: 

Accelerated by global events, the rise of online interactions is undeniable. Associations must acknowledge the value of virtual and hybrid events, webinars, and online communities. This shift caters to evolving member preferences and broadens accessibility and engagement. 

Adapting marketing strategies is more than understanding changing member behavior; it’s about aligning associations’ approaches to resonate with these evolving behaviours and preferences among members.  

Here are some key considerations that I’ve successfully implemented in my role as an association communications specialist: 

  • Agility in Action: 

An agile marketing approach enables associations to swiftly respond to changing needs. Regular assessments and adjustments based on real-time data and feedback ensure relevance and resonance with the audience. 

  • Stories that Speak: 

Storytelling becomes a powerful tool for connection. Emphasizing authentic narratives that align with the association’s values fosters a sense of community and loyalty among the audience. 

  • Community Contributions: 

Encourage members and attendees to contribute content. User-generated content not only provides diverse perspectives but actively engages the community, fostering a sense of ownership and shared experiences. 

  • Ongoing Dialogue: 

Establishing open lines of communication with the audience is crucial. Regularly seeking feedback through surveys, social media polls, and direct interactions helps gauge satisfaction, preferences, and areas for improvement. 


Adapting to changing behaviour and preferences among members is an ongoing journey. As marketing specialists within associations, our role is to remain vigilant, responsive, and creative to curate strong digital communities among members. By embracing digital transformation, personalization, and agility, associations can not only survive but thrive in an ever-changing landscape, forging lasting connections with their members, while building stronger communities.