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Meet Our Customer
The American Society of Association Executives (ASAE) is the essential organization for association management, representing both organizations and individual association professionals. They use Aptify as their member database.
Reggie Henry, Chief Information & Engagement Officer at ASAE, and team worked with Association Analytics to collect and analyze how ASAE’s online community, Collaborate, affects the member experience and how it can be further used to improve the member experience.
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Lack of Insight into Member Data
ASAE uses multiple systems—AMS, email marketing, and online community, among others—to collect member data, but it couldn’t compare or analyze valuable member activity across systems. There was no clear way to track retention, understand satisfaction, or analyze member engagement.
Collect and Analyze Member Data from the Community
ASAE partnered with Association Analytics to integrate all data into a consolidated architecture for analysis. Connecting their Higher Logic community platform, ASAE’s Collaborate, was the latest addition to the long-term project. ASAE’s goal was to bring all member engagement data together for cross analysis to build a rich picture of overall engagement and participation.
Community Grows Revenue & Informs ASAE’s Decisions
ASAE knew Collaborate was a strong member benefit, but insights gleaned from Association Analytics’ Acumen tool proved the community extends beyond just a place for members to interact:
- Revenue: Community users with at least 1 activity per month generate 5x more revenue than users with one activity or fewer per month
- Event Registration: Users who attended the annual event had over 6 times more community activities than users who did not attend the annual event
- Member Retention: Members who renewed had over 50% more community activities than members who did not renew
“Everyone talks a lot about ‘engagement,’ but we’re really close to actualizing that at ASAE, and the community is one of the key components,” said Julie Sciullo, President and CEO of Association Analytics.Read the Full Story
“When we started aggregating data, GDPR was strongly searched and frequently discussed in the community. So, we created a group and started pushing more GDPR content and resources based on the data we had collected. This was well before the regulation went into effect – we knew we had to be proactive. We put together a GDPR program much faster because we saw it growing early.”