A New Deal for Membership Bodies - It’s Time to Rethink Supplier Partnerships and Take Back Control

After working with countless associations on their digital transformation journeys, I’ve reached a clear conclusion - it’s time for a reset.

Too many associations are being let down, not by technology itself, but by a fragmented system of poor supplier relationships, limited training and onboarding, underused tools, and internal teams who’ve lost confidence in their digital infrastructure.

Across every project I’ve undertaken, the story is the same. The systems are there, the data exists, and the potential is real, yet organisations are bogged down by manual processes, inconsistent data, and suppliers who prioritise invoices over impact. 

If we want the membership sector to thrive, not just survive, we need a new deal, one built on partnership, accountability, and empowerment. 

The tools aren’t broken, the approach is

Most membership organisations already have the right systems in place, strong CRMs, capable websites, and tools for marketing, events, and finance. But in far too many cases, these platforms are underused, poorly integrated, or simply misunderstood.

For those who don't yet have systems in place, there’s often a perception that digital transformation is costly, complex, and resource-heavy, a belief usually fuelled by poor advice and misinformation.  In reality, the right technology, implemented strategically and supported by the right partner, can save time, reduce cost, and create lasting impact. 

And for those with great systems already in place, there’s another issue entirely. they have no idea just how powerful these tools could be in their everyday operations. 

Features that could automate tasks, drive insight, and strengthen member experience often sit idle, simply because no one has shown teams what’s possible.

The issue isn’t the platform,  it’s the lack of confidence, training, and ownership within organisations. 

Digital transformation doesn’t fail because of bad technology. It fails because the people using it were never set up to succeed. 

Teams are still exporting spreadsheets, sending manual renewal reminders, and building workarounds instead of workflows. Meanwhile, the technology sits there with automation features that could eliminate half that work. 

Supplier relationships need a new rulebook

Let’s be honest, many industry suppliers are letting membership bodies down. 

Too many vendors are focused on closing deals, not building partnerships. Once the project is sold, the relationship often fades, leaving membership bodies to fend for themselves with little onboarding or support. (though it’s important to say that there are many excellent suppliers who are getting this right, and it’s those examples we should be learning from and celebrating).

Supplier relationships should be treated like marriages, built on trust, honesty, and two-way accountability. Both sides need to show up. 

Suppliers should be asking: “How do we help this organisation thrive long-term?” not “How do we maximise the contract value?” 

Is it time for an industry-wide code of conduct, one that sets out what good partnership looks like and holds both sides to account? 

Data chaos is undermining member trust

Data in most membership bodies is messy, fragmented, and under-managed. Duplicates, outdated fields, disconnected systems, all of this erodes confidence. 

When data isn’t clean, reports can’t be trusted. When reports aren’t trusted, decision-making becomes guesswork. And when that happens, it’s impossible to prove value to members or boards. 

Before any membership body invests in new tech or existing tech development, it must start with a data audit, governance model, and ownership plan. Data confidence is the bedrock of digital maturity. Without it, transformation is just a buzzword. 

Automation isn’t about cutting people - it’s about freeing them

I’ve lost count of how many times I’ve seen membership teams spend hours on repetitive admin, renewals, exports, reminders, manual updates, that could easily be automated.

Automation isn’t a threat to jobs. It’s a route to creativity. 

When we automate the mundane, we free up people to focus on engagement, storytelling, innovation, and growth, the things members actually feel. 

Associations facing budget pressure and renewal scrutiny should be asking -“What can we automate today, so our teams can deliver more value tomorrow?”

A consultants diagnosis

After multiple discovery projects across the membership world, I often feel like a spin doctor, walking in, diagnosing the same issues, prescribing the same remedies. 

The patterns are identical.

The outcomes could be transformative. 

But the sector keeps treating symptoms instead of causes.

It’s not another CRM that’s needed, it’s cultural change. Membership bodies must invest in capability, governance, and supplier alignment before investing in new technology.

Until that happens, digital transformation will remain a cycle of frustration and waste.

The new deal for 2026 and beyond

Here’s what a more sustainable digital future for membership bodies looks like:

1. Start with people, not platforms. Build internal confidence, structure, and digital literacy.

2. Treat suppliers as partners. Expect transparency, shared accountability, and long-term collaboration.

3. Make data governance non-negotiable. Clean data underpins every strategic decision.

4. Automate for efficiency. Let technology handle the routine so teams can focus on impact.

5. Embed digital thinking everywhere. From board strategy to member services, it’s not a project, it’s a culture.

At Dovetail Creative Ltd , we have seen how quickly organisations can transform when they stop blaming systems and start empowering people.

The tools are ready. The insights are there. What’s missing is the collective will to reset the rules.