From Data to Decisions: Helping Associations Better Understand Members
About this episode
The episode discusses how associations can leverage data to better understand their members and improve strategic decision-making.
In this episode of Associations NOW Presents: Industry Partner Edition, guest host Sharon Pare of HighRoad Solutions sits down with Georgina Donahue, Director of Community Innovation and Strategy at Higher Logic, and Rachel Mace, CAE, Director of IT and Database at the National Pest Management Association, to discuss how associations can better understand members and use that insight to drive smarter strategy. They explain how most organizations have plenty of data but little usable intelligence because systems don’t integrate and staff lack a unified, individual-level view across programs, leading to decisions based on gut instinct and missed warning signs like “silent churners.” The guests distinguish reports from behavioral signals and patterns that predict engagement and renewal, share examples of targeted outreach and pandemic-era webinars boosting recruitment and retention, and discuss using engagement scoring, dashboards, and guidance to act at scale. They recommend auditing where data lives, focusing on high-signal sources, and making incremental improvements rather than chasing perfect data. Check out the video podcast here: https://youtu.be/QCQXIDc_cYI Associations NOW…
More episodes of Associations NOW Presents
- All for the Love of Chicago: Rethinking the Destination Experience
- Exploring New Frontiers: Leadership, Resilience and the Future of Spaceflight
- More Than Marketing: The Power of Strategic Communications
- Helping Associations Thrive in the Age of AI
- Sponsorships That Deliver Real Value
- Why Slower Marketing Can Drive Stronger Member Engagement
Explore listener stats, chart rankings, contacts and more on the Associations NOW Presents podcast page.