While digital transformation is certainly not a new topic, 2020 was the year that it became real for many organizations. Nearly 7 in 10 corporate directors say that the Covid-19 pandemic created an urgent need for organizations to accelerate digitalization efforts. The loss of in-person activities meant that organizations had to quickly develop strategies to meaningfully connect in a digital-only world.

In December 2020, Personify commissioned research with nearly 1,000 association members and staff about their preferences for digital engagement along with challenges and opportunities that have arisen over the past year. Key findings include:

  • Engagement strategies have changed significantly- 81% of staff said that their use of digital technology to engage members evolved over the course of 2020.
  • Members increasingly want personalized emails- They were cited as the #1 tool used to communicate with members.
  • Online communities are growing- 44% of members report that it’s become more important to have an online member community in 2020 than in previous years.
  • And much, much more.