How to Create Personalized Member Experiences: 5 Strategies

For membership-based organizations like many museums, it’s critical to build a strong, engaged member base to generate reliable revenue and continue providing value to your community. However, attracting and retaining members requires more than just adding a sign-up page to your website. 71% of consumers expect personalization from the brands they choose, and 76% feel frustrated when they don’t receive it.

While it may not be practical to nurture one-on-one relationships with every member, you can still offer personalized experiences that appeal to their individual needs and interests. In this guide, we’ll cover five strategies that you can apply to tailor the member experience and boost member engagement.

1. Offer multiple membership levels.

Members have varying preferences when it comes to engaging with your organization. Common membership benefits, according to NXUnite by Nexus Marketing, include members-only newsletters, special event invitations, discounts, and membership cards. By creating multiple membership levels, you provide members with more freedom to choose which benefits they’d like to receive based on the price they’re willing to pay for membership.

For example, let’s say that you’re coming up with membership levels for a natural history museum. You might use the following tiers:

Explorer: These entry-level members receive free general admission, a personalized membership card, discounts at the museum store, invitations to members-only events, and a monthly member newsletter.

Naturalist: In addition to the Explorer benefits, these mid-tier members can enjoy free general admission for an additional adult guest, early access to new exhibits, and free tickets to all museum experiences.

Conservation Partner: As part of the premium membership level, Conservation Partners can access all of the previously mentioned benefits, plus invitations to VIP events, behind-the-scenes tours with conservationists, and exclusive volunteer opportunities in the field.

Additionally, consider providing family membership options so multiple individuals in a family can engage with your organization at a discounted rate, along with an option to gift a membership to someone else—which the Dayton Society of Natural History successfully implemented.

2. Segment your members.

When you communicate with your members, you want to provide them with the most relevant and appealing content possible. Start by using your membership software to collect key details about members and segment them based on relevant characteristics, such as their:

Engagement history: Automate activity-based messages, such as a welcome email when a new member signs up and a thank-you email when an existing member renews.

Location: Even if some of your members live far away from your main facility, you can still invite them to attend your virtual or hybrid events.

Communication preferences: Depending on a member’s generation or personal experience, they may prefer to hear from your organization through some channels over others. For example, younger generations may opt for frequent text updates, while older generations might appreciate receiving direct mail from time to time.

Content interests: Note whether your members interact most actively with your videos, blog posts, or social media livestreams to hone your content creation strategy.

Beyond tailoring your communications to members, ensure there is a clear way for them to reach out to a member of your team if they need individual support. For instance, the Akron Zoo has a dedicated “Contact Us” website page that includes a specific email and phone number for answering membership-related questions.

3. Provide a member portal.

By setting up and optimizing a member portal, you can allow members to manage and access everything related to their membership all in one place. According to iMIS, your member portal should make it easy for members to:

• Update their profile details
• Renew or upgrade their membership
• Browse your online store
• Sign up for an upcoming event
• Make donations

Based on each member’s activity within their portal, you can use your membership software to automatically offer content and event recommendations on their member landing page. You can even encourage members to produce user-generated content related to their interests, which they can post on your members-only discussion boards.

4. Plan events that appeal to various preferences.

Events are opportunities for you to bring your members together and reignite their interest in your organization’s mission. However, many factors determine whether a member decides to register. To plan events that appeal to varying needs, interests, and preferences, consider the following elements:

• Format. Include a reasonable mixture of in-person, hybrid, and virtual events in your annual calendar. Doing so ensures that you include all members who want to participate, including those who may not be able to physically attend the event.
• Accessibility. Allow members to indicate any accommodations they need to enjoy your event when they sign up, including assistive technology. Choose a venue that is wheelchair accessible and designate a quiet zone where people with sensory sensitivities can take a break from the noises and crowds at your event.
• Dietary restrictions. If you’re serving food and drinks at your event, provide a range of options so everyone can find something they’re comfortable consuming. Include a field in your event registration form for attendees to indicate any allergies or restrictions you should know about.

Some of your members may want to go beyond just attending your event and take on more hands-on roles. Promote volunteer opportunities, such as setting up decorations or taking pictures at the event, so your members have the option to get more involved if they’re interested.

5. Collect and implement member feedback.

If you’re not sure whether your organization provides fulfilling, personalized experiences for its members, don’t be afraid to ask them directly. Every six months or so, send your members a survey to learn more about their overall satisfaction with your membership program. You can even collect new ideas and suggestions by including questions such as:

• What changes, if any, would you like to see to our current member benefits?
• Are there any types of content that you feel are missing from the communications we send?
• Are there any event types or topics that you would like to see more of?
• What are some areas you think we can improve on to better serve your needs and interests?
• What is your favorite thing about being a member of our organization and why?

Since you won’t be able to implement every piece of feedback you receive, start by identifying commonalities in responses. For instance, if several members express that they wish they could engage with your organization more on social media, you might make it a priority to focus on strengthening that aspect of your member communication and marketing strategy.

Remember that improving your membership program is a gradual, ongoing process. Track metrics such as your member growth rate and retention rate to assess your performance and adjust your strategies as needed. By making a dedicated effort to listen to your members and appeal to them as individuals, you’ll be well on your way to creating a highly engaged and vibrant member community that continues to support your organization year after year.