Time to Rethink Membership Engagement: Tools, Training and Tailored Support

Many associations have the right tools, but not the training, time, or strategy to make them work.

As May draws to a close, I’ve been reflecting on the membership-focused

projects and events Dovetail has supported this month. From CRM discovery

workshops to strategic reviews and deep dives into data, one theme

keeps surfacing:

Many associations have the right tools, but not the training, time, or strategy to make them work.

Whether it’s Microsoft Dynamics, Salesforce, or a bespoke AMS, associations have invested in platforms designed to unlock smarter member engagement. But when used in isolation, without segmentation, planning, or content tailored to members’ real needs, even the most advanced systems can become just another underused database.

It’s Not About Doing More, It’s About Doing It Differently

If engagement is flatlining or members feel disconnected, it’s rarely because you’re not communicating enough. It’s usually because your message isn’t landing in the right way or with the right people.

In today’s digital-first world, a monthly newsletter or batch-and-blast email just isn’t enough. Why?

Because there’s simply too much content out there. Members are overwhelmed by inbox noise, social feeds, and information fatigue. Generic, untargeted communications get ignored or worse, they train your audience to tune you out.

Relevance is the new frequency. Your members will engage when they feel seen, valued, and understood.

Here at Dovetail, we’ve been working closely with associations to move beyond one-size-fits-all communications and build smarter, more meaningful membership engagement strategies that actually work.

Here's How We Are Helping:

• Re-engaging lapsed members with timely, relevant outreach

• Developing meaningful segmentation strategies based on real data

• Mapping the full member journey with value-based touchpoints

• Transforming CRM systems into daily-use tools (not data silos)

• Creating lead magnets and content that attract new members

• Designing data-driven campaigns that grow and retain membership

Associations Aren’t Selling a Product – You’re Building a Community

Membership marketing is about relationships, not transactions. It’s about showing up consistently, delivering value at every stage, and creating spaces where members feel a sense of belonging. But that takes time, skill, and strategy, and most association teams are already juggling events, training, publications, and stakeholder demands, often on limited budgets and short timelines. That’s why it’s time to simplify, segment, and systemise wherever you can.

Four Ways to Start Rethinking Your Engagement Strategy:

1. Understand Your Members - You can’t engage who you don’t understand. What do different member segments value networking, learning, advocacy, community? Gather feedback, audit your data, and build a segmentation framework that actually reflects their priorities.

2. Communicate Real Value - It’s not just about benefits, it’s about reinforcing your Member Value Proposition (MVP) throughout the year in meaningful ways. Make your comms relevant, timely, and member-centric.

3. Attract New Audiences - Don’t rely on retention alone. Think downloadable tools, expert-led webinars, and collaborations with sector partners that introduce you to fresh audiences.

4. Optimise, Always - Your tools should be working for you. Is your CRM enabling segmentation? Are your automations saving time? Are your teams trained to get the best out of what you’ve bought? Optimisation is never a one-time task but it’s always worth it.

I started Dovetail to share what works not just in theory, but in practice. That’s why this summer, we’re offering complimentary 60-minute online discovery workshops for associations ready to refresh their approach.

We Can Explore:

• Your CRM and data strategy

• A simple segmentation plan with actionable next steps

• A mapped-out member journey highlighting gaps and opportunities

• Tips on how to get more out of tools like Microsoft Dynamics

No pressure. No pitch. Just practical, experienced support from a team that knows how hard it is – and how powerful it can be when you get it right.