Enhancing sponsorship and revenue opportunities
Of course, keeping members happy and engaged is not the only objective that has to be achieved for an association to be successful. The full spectrum of organisations within this sphere are increasingly reliant on non-dues revenue to sustain their operations. Fortunately, future market insights are able to reveal lucrative sponsorship and revenue opportunities.
Sponsorship
Data-driven analyses of membership and more general industry trends can give associations the guidance they need to better understand the types of events and themes that are most likely to attract sponsors. Moreover, insights into consumer behaviour help organisations craft tailored sponsorship packages based on predicted engagement levels for specific events or topics.
By offering sponsors targeted access to active member segments - such as specific professional groups or geographic regions, associations can enhance their sponsorship appeal and value to secure more income.
Revenue opportunities
Beyond sponsorships, future market insights help associations identify new product and service opportunities that align with member needs and industry trends. Examples include:
- New subscription-based digital products (e.g. industry data dashboards, financial planning tools) that are separate from the primary membership offerings.
- Partnered merchandise or sponsored content: Branded items or sponsor-supported publications that align with member interests and generate revenue.
By leveraging these insights, associations can proactively develop high-value, non-dues revenue-generating products and services that resonate with members and broader audiences alike. This approach enhances financial stability by diversifying income streams and supporting sustainable financial growth.
Trends in content consumption and information access
The way in which content is consumed has changed much over recent years and it continues to evolve today. 90% of consumers now watch videos on their mobile, and the convenience of these devices means that they’re able to stay connected anywhere and at any time.
Video has surged in popularity, due to the engaging and efficient way it’s able to convey both simple and complex information through tutorials, interviews, or webinars. Additionally, the demand for on-demand resources reflects members’ desire for flexibility, allowing them to access content on their own schedules rather than adhering to fixed event times.
Aligning strategies with evolving habits
Whenever changes occur in the way people consume and interact with information, the gathering of future market insights will give your organisation an early heads-up that allows you to refine your content strategies accordingly.
For instance, current consumption habits have led to organisations offering shorter mobile-optimised videos and on-demand video library resources that its members and stakeholders can access. Trends like micro-learning are also particularly effective, enabling members to quickly absorb valuable knowledge without committing to lengthy sessions.
Those using AI-powered analytics to predict these kinds of shifts are able to build dynamic, on-trend content strategies that ensure their target audience can access what they want to know in the most relevant and appealing formats.
Refining onboarding with predictive insights
The experience many have with your organisation starts with onboarding and the smoothness of this journey can have a big impact on perception. However, future market insights can transform this experience to make it more personalised and engaging right from the beginning.
By employing predictive analytics, associations can tailor their onboarding processes based on demographic data, professional goals, and engagement history. This information can also be used to direct new members to relevant resources, networking groups and events that closely match their interests.
For example, younger members interested in career advancement might receive early access to mentorship programmes, while others might be directed toward specialised content. This kind of data-driven onboarding experience can result in immediate engagement, establishing a solid foundation for long-term retention.
Establishing beneficial strategic partnerships
Another way in which future market insights can be crucial in driving growth and engagement for associations is in establishing beneficial strategic partnerships. They offer leaders data-driven opportunities to find and establish strategic partnerships that align with member interests and industry needs.
Through the analysis of patterns in member interactions and identifying areas where members seek additional resources, associations can pinpoint partnerships that add tangible value. Rather than simply collaborating with any relevant industry organisation, future insights enable associations to identify partners closely aligned with member priorities, thus enhancing relevance and engagement.
Using a data-driven approach to move your organisation forwards
Future market insights can be invaluable for associations seeking to stay ahead in what is a rapidly changing environment. By leveraging tools like data analytics, AI, and trends forecasting, associations can anticipate member needs, hone their engagement strategies, and explore a wealth of new revenue avenues.
As associations continue to adapt using these insights, they can enhance their role as indispensable resources for their communities. So, if you’re in need of external assistance in this area, you must choose an agency with experience and a proven track record.
At MCI, we’ve been helping organisations across the world harness the power of data analytics to drive revenue and enhance the experience they offer to their members and stakeholders. We’re well placed to support you on your journey and you can get in contact simply by filling out our contact form.
Alternatively, if you’d like to see our complete range of engagement services, you’ll find everything you need to know and more on our website.
MCI Content Team
