How membership organisations can use AI and automation

Chatbots typically appear on websites at the bottom left or right of a screen, often with a ‘how can I help?’ style message. With these bots, you can have an automated conversation. For example, the bot might ask what you are looking for on the website, present you with a list of options, and then share more information, depending on your answer.

Chatbots can be a good way to help people navigate through your website and find information easily. Similar to an FAQs section, they help with common queries in an interactive way. This aims to reduce the number of enquiries from members with straightforward enquiries.

Having your chatbot linked with your CRM means that you can also capture data. People can type in their key contact details if their query needs to be passed onto support.

Many email solutions provide you with the opportunity to use automation. These are a series of emails determined by rules and typically referred to as programmes.

For membership organisations, automation programmes can be used to support member onboarding. You can send a series of emails to new members with key information to help them get the most out of their membership. These emails can be automated to be sent every few days or every week. Different paths can also be made so people can be sent a different email if they haven’t opened the first, for example.

Automated emails can also be used in the lead up to renewals, for the countdown to an event, and a series to re-engage members who might be at risk of non-renewal.

Dynamic content shows different content based on rules you’ve set. You might have a different offer or resource for different regions. By using dynamic content, you can use one email template that has different variations for different audiences.

Direct debits are a very common way of collecting membership fees. It can be much easier for staff and members if renewals are automatic.

If a payment fails, many direct debit providers use automatic retries to attempt to make the payment again when it is more likely a member will have funds in their account. You can also send automated emails for direct debit processes.

Progressive Direct Debit providers are also using artificial intelligence to monitor potential fraudulent activities and the likelihood of payment success rates.

If you’re considering a new solution, check out our ultimate guide to direct debits.

For membership organisations, renewals are a significant part of your business and core revenue. Managing renewals can be a time-consuming and stressful task for employees. If members must take action for a renewal, it can be a task that’s often delayed, pushed back or ignored.

By automating renewals, you are taking the pressure off your members and staff. You should also be able to report on members who are less likely to renew. You can then put strategies in place to encourage them to renew.