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Lesson 3. Personalisation That Matters
1 Lesson-
StartSegmentation and Member Personas – The Foundation of Personalisation
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The Member Experience Lab
Give your members more than services, give them meaningful experiences. In this course, you’ll discover how to design member experiences that feel personal, build trust, and keep members coming back. Because loyalty doesn’t happen by accident, it’s created through relevance, intentional design and integrity.
It’s not only about your member benefits, it’s the experience your association creates.
It’s not only about your member benefits,
it’s the experience your association creates.
A new member, full of excitement and hope, joins your association. But within months, they’re overwhelmed by generic emails, unsure where to find value, and left wondering if their time and money were well spent. Another renewal reminder lands in their inbox—and this time they hit “unsubscribe.”
It’s a scenario that’s playing out across associations everywhere.
Because today’s members expect more than benefits and events. They expect experiences that are relevant, personalised, and worth their time. And when those expectations aren’t met, they quietly disengage.
It’s a scenario that’s playing out across associations everywhere.
Because today’s members expect more than benefits and events. They expect experiences that are relevant, personalised, and worth their time. And when those expectations aren’t met, they quietly disengage.
Here are the challenges we see most often:
Rising expectations
Rising expectations
It’s not just other associations you’re up against. Members set their expectations based on top service providers like Netflix, Spotify and Uber, expecting seamless, relevant and personalised experiences
It’s not just other associations you’re up against. Members set their expectations based on top service providers like Netflix, Spotify and Uber, expecting seamless, relevant and personalised experiences
Fierce competition
Commercial providers are moving into events, learning, and community spaces, and members have more alternatives than ever.
Declining loyalty
Declining loyalty
Renewal rates are dropping, attention is fragmented, and members expect convenience, accessibility, and experiences that fit seamlessly into their lives.
Time is the new currency
If engaging with you feels clunky or irrelevant, members will walk away, because their time is more valuable than their money.
The good news? You don’t need a big budget or complex systems to turn things around.
About the Member Experience Lab
This on-demand course is created for association professionals who want to learn how to craft a member-first strategy, personalise communications in powerful ways, strengthen and use data effectively, and measure the outcomes that drive loyalty.
Each on-demand module of this course is short, sharp, and ready for action. You can binge them over the weekend or take your time and implement as you go - completely up to you.
You can buy the full bundle, select individual modules, or join the live online group to get expert advice from Olena Lima and see how other associations approach email through interactive exercises.
Course Curriculum
Member Experience Essentials
(Introduction session)
Move beyond customer service. Create interactions that feel effortless and valuable. FREE LESSON.
Building a Member Experience Strategy
Set clear goals, align your teams, and deliver experiences members trust.
Segmentation & Personas
Stop “send-to-all.” Tailor your approach with smart segments and simple personas.
Mapping the Member Journey
See every touchpoint clearly. Spot gaps, fix friction, and design smoother paths.
Data Foundations for Personalisation
Good marketing starts with good data. Use it wisely to power personalisation.
Practical personalisation tools
Scale without burnout. Use practical tools to deliver relevance at the right time.
Measuring Member Experience Success
Don’t guess, prove it. Track satisfaction, loyalty, and what drives renewal.
How personal is your member experience? Take the quiz and see where you stand.
Membership Marketing School is a CAE Registered Provider
The Member Experience Lab is a CAE-approved program and may be applied for 2 CAE credits toward your CAE application or renewal professional development requirements.
Founded by Olena Lima, CAE, Membership Marketing School curates programs specifically with associations in mind. Our workshops and courses are designed to meet the professional development requirements for earning or maintaining the CAE credential. Most of our programs are eligible for CAE credit, and we clearly identify the number of credits granted for full participation. We also maintain records of your participation in accordance with CAE policies.
For more information about the CAE credential or the ASAE Registered Provider program, please visit www.asaecenter.org/cae.
How it Works
How it Works
Whether you're all in or just need one specific topic, we’ve got flexible options to suit your learning style (and your budget).
Member Experience
Free
First lesson is on us!
Start here, and when you’re ready, unlock all 7 lessons to transform the way your association connects with members.
Buy What You Need
$47
(incl GST) / module
Just need help with journey mapping or data? Get lifetime access to any single module for $47 and learn exactly what you need, when you need it.
Full Course Bundle
$235
(incl GST)
Get lifetime access to all 7 modules, templates, and tools. Perfect for associations ready to transform their entire member experience from strategy to measurement.
MMS Annual Pass
$660
(incl GST)
Get unlimited access to all current and future on-demand courses from Membership Marketing School for 12 months. Ideal for professionals committed to ongoing learning.
Ready to put your members first? Sign up today!
Ready to put your members first? Sign up today!
It’s time to stop losing engagement and start building loyalty with confidence. Get the skills, templates, and tools to transform your member journeys now.
About Your Host
Olena Lima, CAE, is the driving force behind the marketing agency MemberBoat and the online educational platform Membership Marketing School, both dedicated to helping membership organisations embrace emerging marketing trends.
With over 15 years of experience in the association sector, she has guided numerous associations through digital transformation and member engagement initiatives.
Host of the Association Hub Podcast and a regular speaker at industry events, including ASAE, AuSAE, ESAE, PCAAE, UIA and many others, Olena is always up for sharing insights and sparking ideas to equip association peers with the tools and strategies to stay ahead in a fast-changing digital world.
Membership Marketing Expert, CAE (Certified Association Executive), Membership Experience & Association Digital Transformation
What's included?
Each week, you'll receive a detailed list of tasks to guide you through the clean-up process. These tasks are designed to be manageable and impactful, helping you make significant progress without feeling overwhelmed.
WEEK 1: TAKE CONTROL
Your own platforms
During the first week we'll review the platforms and content you own and can control. We'll be checking all your assets, including your website, automated emails, and other software elements that are easy to miss.
week 2: social check-in
Check your social media presence
During the second week of the Challenge, we'll review your social media platforms and unveil how you can easily optimise your digital presence and improve your social media marketing.
WEEK 3: Don't hide, seek attention!
Make sure you're easy to find
Our presence is not limited by the media we own – we often send information to our partners to expand our presence. During this week, we'll check your partner links, learn about how third-party tools (e.g. Google My Business) can broaden your presence, and share tips on improving your search results.
WEEK 4: What's out of your control
The voice of your audience
Your digital presence is also defined by things totally out of your control – like reviews or comments on social media. This week we'll learn about the tools and techniques for improving how you listen and respond to what people say about your association.
But wait! There's more!
✔ Tune your marketing automation
✔ Optimise your social profiles
✔ Run a website health check
✔ Learn some social listening tools
✔ Improve your search results
✔ Optimise your social marketing
What MMS Participants Say
What MMS Participants Say
I found the Market Research Fundamentals for Associations by accident, during the time that I am very knee-deep in creating and leading many different survey & research projects for our organisation and say "might as well try, it's a couple hundred bucks and the topics are really relevant for a deeply one-sided, technical guy like me". And lo and behold, I was really surprised to how much I have learned in just a few quick sessions - and even immediately applied those learnings to the survey projects I am conducting presently. Really heaps of information, useful techniques and strategies in crafting and promoting surveys to our members - hoping to apply all of them to our upcoming projects!
Jay Dungog
Data Analyst, Exercise & Sports Science Australia (ESSA)
I have found the Association Event Marketing Accelerator to be a great learning tool to add to my pre-existing industry knowledge and experience. Nice to engage with others to hear what they are doing and what they have found has worked for them in their event marketing process.
Ben Yeoh
Events & Partnerships Coordinator, Educate Plus
The session on Association Event Marketing Accelerator was well-structured and perfectly paced. It was immediately clear that both Olena and Billie know their field inside and out. What stood out most was the balance they had between practical experience and thoughtful theory. They shared a wealth of "real-world lessons" in a structured way that made the content not only easy to follow but also directly applicable.
Nina Schubert
Admin, International Institute for Bioenergetic Analysis
This session on AMS/CRM was invaluable—clear guidance on what to do, what to avoid, and the way forward to find a system that works for us. It’s exactly the kind of direction we needed to move ahead with confidence. It was greatly appreciated.
This session on AMS/CRM was invaluable—clear guidance on what to do, what to avoid, and the way forward to find a system that works for us. It’s exactly the kind of direction we needed to move ahead with confidence. It was greatly appreciated.
Kathryn Wyatt
Publicity and Marketing Manager, Gemmological Association of Australia (GAA)
Olena's presentations are great. She shares her extensive knowledge of association marketing freely and the information shared is easy to follow as Olena's style is very engaging.
Olena's presentations are great. She shares her extensive knowledge of association marketing freely and the information shared is easy to follow as Olena's style is very engaging.
Jill Brookfield
CEO, Association of Australian Certifiers (AAC)
Olena is amazing. She has a wealth of knowledge and shares it in an easily understandable way and is very engaging.
Olena is amazing. She has a wealth of knowledge and shares it in an easily understandable way and is very engaging.
Paul Arztenhofer
GM Operations, Australasian College of Physical Scientists and Engineers in Medicine (ACPSEM)
Olena’s Marketing Bootcamp was an incredibly insightful experience. The program provided me with the clarity and confidence to develop a comprehensive marketing plan for the year ahead. Olena’s deep expertise, practical advice, and genuine passion for membership marketing truly set this program apart.
Olena’s Marketing Bootcamp was an incredibly insightful experience. The program provided me with the clarity and confidence to develop a comprehensive marketing plan for the year ahead. Olena’s deep expertise, practical advice, and genuine passion for membership marketing truly set this program apart.
Zoe Perrington
Membership and Marketing Coordinator, Association of Rotational Moulders Australasia LTD
The Marketing Planning Bootcamp was a comprehensive step by step program that allowed my organisation to deep dive into our marketing planning for the year ahead. We pulled together elements from across the organisation, including our goals, strategies and research, to respond to daily prompts and build a robust marketing plan. Collaborating and sharing with association peers is just priceless- we came together regularly in the bootcamp and learnt so much from one another.
The Marketing Planning Bootcamp was a comprehensive step by step program that allowed my organisation to deep dive into our marketing planning for the year ahead. We pulled together elements from across the organisation, including our goals, strategies and research, to respond to daily prompts and build a robust marketing plan. Collaborating and sharing with association peers is just priceless- we came together regularly in the bootcamp and learnt so much from one another.
Kate Rickwood
Coordinator Member Communications Victoria Tourism Industry Council (VTIC)
Olena and the Memberboat team have been absolutely outstanding in consistently offering actionable and insightful advice. Their expertise and guidance have not only been incredibly valuable, but they also break down complex concepts into easy-to-understand steps that have made a tangible difference. They go above and beyond to tailor their advice to specific needs and challenges, making each session truly worthwhile. Without a doubt, they are the best in the business, and I've gained so much from every interaction. Every session leaves me more confident and equipped with practical tools to move forward successfully.
Olena and the Memberboat team have been absolutely outstanding in consistently offering actionable and insightful advice. Their expertise and guidance have not only been incredibly valuable, but they also break down complex concepts into easy-to-understand steps that have made a tangible difference. They go above and beyond to tailor their advice to specific needs and challenges, making each session truly worthwhile. Without a doubt, they are the best in the business, and I've gained so much from every interaction. Every session leaves me more confident and equipped with practical tools to move forward successfully.
Sebena Fabling
Member Support Officer, The Pharmacy Guild of Australia WA Branch
The Marketing Automation Workshop with Olena was really helpful in getting an overall picture of how automation will help our membership benefits and communications, and how to improve our website interactions.
The Marketing Automation Workshop with Olena was really helpful in getting an overall picture of how automation will help our membership benefits and communications, and how to improve our website interactions.
Rosalie Maxted
Corporate Services & Programs Administrator, Science Teachers Association of Victoria
Olena was a great facilitator, presented the information well and was informative and friendly in her delivery. I enjoyed the workshop and are looking forward to the next one. Also really keen to see a membership management group set up for future networking opportunities.
Olena was a great facilitator, presented the information well and was informative and friendly in her delivery. I enjoyed the workshop and are looking forward to the next one. Also really keen to see a membership management group set up for future networking opportunities.
Fiona McDonagh
Membership Manager, Transporting New Zealand
Olena is clearly knowledgeable about membership operations. I highly recommend this style of training to other industry association professionals who are looking to improve member support services, engagement and retention.
Olena is clearly knowledgeable about membership operations. I highly recommend this style of training to other industry association professionals who are looking to improve member support services, engagement and retention.
Alanna Mahlakolisane
Project Officer, AIDN
Olena provided a lot of useful information, examples and structures for incorporating personalisation into customer and member workflows. I now have a clearer idea of what is possible, and what I/we can be working towards.
Olena provided a lot of useful information, examples and structures for incorporating personalisation into customer and member workflows. I now have a clearer idea of what is possible, and what I/we can be working towards.
Jane Mason
Member Services Manager, Volunteering WA
I found the Personalisation and Segmentation Workshop valuable and would highly recommend it. Olena knows her subject and delivers the content in an accessible and interactive manner. The workshop provoked thought and a desire to do better.
I found the Personalisation and Segmentation Workshop valuable and would highly recommend it. Olena knows her subject and delivers the content in an accessible and interactive manner. The workshop provoked thought and a desire to do better.
Tina Fleming
Member Relations Manager - Educate Plus
There is a subtle difference between explaining the why, how and what of a topic. This workshop struck a good balance between the three. The reason I joined was to be able to obtain a clear operational understanding of higher-level topic areas. How to actually do segmentation, rather than talking about segmentation more broadly. I can take away the knowledge today and apply it which is rare in workshops.
There is a subtle difference between explaining the why, how and what of a topic. This workshop struck a good balance between the three. The reason I joined was to be able to obtain a clear operational understanding of higher-level topic areas. How to actually do segmentation, rather than talking about segmentation more broadly. I can take away the knowledge today and apply it which is rare in workshops.
Liam Bednarski
2024 Workshop Participant
The Marketing Automation & AI Workshop was rich with relevant and on-topic information. Olena was an excellent facilitator and was able to engage us in helpful idea- generating conversation. I left with creative ideas and plans flowing. Now to find the time!
The Marketing Automation & AI Workshop was rich with relevant and on-topic information. Olena was an excellent facilitator and was able to engage us in helpful idea- generating conversation. I left with creative ideas and plans flowing. Now to find the time!
Kayt Duncan
Digital Marketing Officer, Family Day Care Queensland
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