Build Trust & Improve Reputations: 4 Tips for Associations

A positive reputation is a must for any business, nonprofit, or association. Consider the last time you searched for a new restaurant to try. You likely browsed Google, checked reviews, and then chose the option with the best customer feedback. 

While prospective members don’t vet your association in exactly the same way, they still care about what current members think. Additionally, they might consider whether you offer exclusive opportunities or verified credentials through educational courses.

In this guide, we’ll explore how your association can leverage its association management software (AMS), learning management tools, and communications to strengthen your reputation and build trust with current and prospective members.

Choose an effective association management platform.

There are many ways to effectively manage and grow your membership base. For example, learning to communicate the unique value you offer members will help you recruit new ones. However, you need robust software to deliver those benefits and manage close relationships with your members.

First, you need to know what type of software to choose. You’ll likely hear the terms “AMS” and “CRM” often, and they might even be used interchangeably. However, Protech’s guide to choosing the best management solution for your organization clarifies that there are differences between the two. Each term is defined as follows:

• Association management software (AMS): The technologies, business tools, and services that an association uses to manage day-to-day operations. In other words, these solutions help organizations manage their relationships with members and deliver valuable programs and offerings.
• Customer relationship management (CRM) software: The tools organizations use to store interaction data and strengthen relationships with target customers, members, or supporters.

‍Ultimately, it’s best to choose a CRM-based AMS so your association has access to both solutions. This provides the specialized tools you need to both manage daily association operations and track and analyze data to gain a full view of your members. 

Choose a solution that streamlines tasks like event management, member relationship management, communications, and professional development. Each of these areas will help you deliver more value to members, improving their experience and your association’s reputation.

Focus on data security.

Cyber attacks and data breaches are, unfortunately, on the rise. Leaks can severely impact members’ trust in your association and harm your reputation. After all, no one wants sensitive data like payment information exposed. 

To prevent breaches and attacks, take measures like:

• Using secure technology. When choosing your AMS, look for an option with stringent security measures in place like data encryption, two-factor authentication, and compliance with data protection regulations. Additionally, 360MatchPro’s guide to data hygiene warns organizations to be cautious of AI tools that could be vulnerable to breaches. These tools should employ end-to-end encryption and secure algorithms.
• Implementing access controls. Access controls simply limit who can access what data. Set up access controls and authentication mechanisms to ensure only authorized staff members can view and edit sensitive data. Limit access to only those who need the information to perform their roles.
• Regularly auditing data. Conduct security audits often to identify and mitigate any vulnerabilities. Addressing these weaknesses proactively is the key to preventing data breaches.
• Creating an incident response plan. Don’t operate under the assumption that a data breach will never happen to your association. Instead, prepare for the worst-case scenario by creating a plan that details how you’ll respond in this situation. Lay out roles and responsibilities, escalation procedures, communication protocols, containment and mitigation procedures, and documentation practices.

Train anyone who interacts with member or organizational data to follow these practices, whether they’re a volunteer or part of the leadership team. Hold training sessions, address any questions, and offer refresher courses quarterly.

Boost program integrity.

Along with offering value-added benefits, your association can enhance its image by implementing standards and practices that increase your credibility. This shows current and potential members that your association is a trusted thought leader, your offerings are high-quality, and your opportunities can benefit members outside of the association. For example, you might offer a comprehensive training program members can complete to earn a verified credential, helping them secure a raise, promotion, or new position.

Some of the other ways your association can add value to and boost the integrity of its offerings include:

• Set high standards. Align with industry best practices when creating educational courses, planning conferences, recruiting speakers, and more. Meeting or exceeding these standards cements your place as an authority figure in your industry. 
• Engage with experts. Identify high-profile figures and experts in your field and publicly engage with them. This could involve inviting them to speak to your members, reaching out on social media, or asking them to contribute content for your website.
• Seek accreditation. Depending on your industry, there may be institutions that grant accreditation to educational programs. If applicable, identify these opportunities to validate the quality and integrity of your offerings. 
• Set up quality assurance processes. Ensure you’re offering comprehensive, relevant resources and materials that meet members’ learning needs. Frequently audit learning materials and other resources to identify quality concerns like outdated content or inaccuracies. Ask members who engage with the materials to provide feedback and suggestions as well.

Additionally, build social proof by sharing success stories, testimonials, and other positive feedback. You might display the average rating one of your courses receives or highlight an award your association won. Or, take a more personal approach by following how your courses helped a real member achieve their career goals.

Hone your brand and marketing strategy.

Much of your association’s reputation is derived from how it presents itself. While you should have the benefits, opportunities, and positive member feedback to back up any claims, you also need to paint a compelling picture of your association for potential members.

First, create a front-facing brand identity that communicates what your association wants people to know about its values and offerings. This should show that you are a professional, trustworthy organization that is on the cutting edge of its industry. Use your brand to communicate that you have new insights, knowledge, and skills that members can learn and benefit from. 

You may also need to revisit your overall marketing strategy. Your AMS platform should have tools that can help you streamline your marketing efforts (e.g., automated emails) and give your communications a tailored, professional look.

Finally, remember that one of the best—and easiest—ways to enhance your reputation is to thank your members. Frequently show appreciation for their membership and any other support they provide, like donating or volunteering. Not only will this make current members feel valued, but it will also leave a lasting, positive impression that makes them more likely to renew their membership and potentially even invite others to join.

About the Author

Jake Fabbri, Chief Marketing Officer at Togetherwork

With over two decades of experience marketing association technology, Fonteva CMO Jake Fabbri has developed a deep understanding of the unique needs of associations and the challenges technology can solve. Jake’s marketing expertise has been honed by demonstrated excellence in the areas of lead generation, content marketing, marketing automation, and events.