DigitalNow: Association Leadership in the Digital Age

Morning Keynote: Bruce Kasanoff
Making it Personal: How to Profit from Personalization without Invading Privacy

Key Points

• How to profit from personalization without invading privacy
• Must start now to personalize to your market
• Associations want:
  • Participation
  • Loyalty
  • Referrals
• Definition of intelligence:
  • Have something to say/know something worth telling
  • Be able to determine each member's needs and abilities well enough to know what to tell them
• Strategy of Personalization
  • Most members want immediate feedback on an interest
  • Associations can address the members' needs by getting to them on a personalized basis.
• Has to be the association's obsession.

• 10 Ways to Build Personalization
• Four Steps You Might Take
  1. Reward your team for deepening the relationship with each member, not for just acquiring them.
  2. Make every technology and process logical. Take modular systems and continually broaden the scope of the information = personalization.
  3. Write down the rules by which your association operates.
  4. The details are everything-give the team the time and money to accomplish personalization.
• You must make sure personalization benefits both member and association.
• This is a continuous process.