Is your association planning to adopt new technology or software? If so, you are planning your organization’s digital transformation.
Your digital transformation will look different from those of other associations and member-based organizations. However, the core theory is the same: a digital transformation occurs when you switch your technology and adopt digital processes.
Continue reading to learn more about the digital transformation process and strategies to prepare your association for its digital transformation.
What is digital transformation for associations?
According to Gartner, digital transformation is the “process of exploiting digital technologies and supporting capabilities to create a robust new business model.” IBM states digital transformation is a “strategic initiative that incorporates digital technology across all areas of an organization.”
Angel Baltimore, Technology Executive and Big Data Strategist of The National Apartment Association (NAA), said digital transformation is “a systemic digital quest that leverages people, processes, and technology to modernize, innovate, and streamline an organization to achieve true transformation.”
How might a digital transformation practically look for an association? Here are some ideas:
- Integrated websites and technology systems
- Business intelligence tools
- Overall process improvement
- A member-centric architecture
- Enhanced technology engagement and capabilities
3 core components of the digital transformation process
As your association plans for its digital transformation, you’ll want to consider how the process will impact your entire organization. “As a technology leader,” said Baltimore, “we need to be accountable, building that roadmap for after the product launches. We can do so by sharing our expectations with staff and members, building trust through transparency, which is crucial in the digital transformation process.”
Going into your digital transformation, it’s vital to understand there are three crucial components of any digital transformation:
1. The people
This group represents the people at your association impacting the culture, driving innovation and decision-making. Be sure to involve this group in organizational training, the review process, your latest goals, policies, and more.
2. The technology
Your technology is the key systems and tools supporting your association’s processes and efforts. As you seek new technology in your digital transformation, look for best in class systems to prioritize your data and secure your records.
3. The process
Your association’s process is the systematic approach you take to structure and streamline your operations. As you prepare for your digital transformation, consider key processes like data privacy, change management, communications, data collection, marketing, contact review, and more.
7 tips to plan for your association’s digital transformation
Now that you understand the fundamentals that go into the digital transformation process, you’re better prepared to plan for your organization’s digital transformation. Perhaps the most important thing to realize about digital transformation is that it takes time. It won’t be over in a month. The digital transformation process likely won’t even be over in a year. But the process itself is very much worth it.
“As you put your processes together, it can be overwhelming from a leadership and staff perspective,” said Baltimore. “As technology leaders, we need to get out of our offices, get to know the staff, and build internal and external relationships. When you make yourself available to others, you’ll better understand your organization and where they want to go.”
Follow these seven steps to begin planning your digital transformation process:
1. Develop your strategy
Begin by documenting your association’s plan of action to achieve its digital transformation.
2. Create your framework
Next, identify and document your organization’s infrastructure for the digital transformation process.
3. Define your rules
After, you’ll want to reinforce your workplace values to identify leadership and staff rules for engaging in your digital transformation.
4. Identify your goals
Work with your team to identify key tactics to implementing your digital transformations based on your association’s requirements.
5. Design your roadmap
Next, you can determine and prioritize which projects support your organization’s digital transformation process.
6. Execute and assess
Be sure to work with your team to identify your KPIs and measure your progress towards innovation, automation, and scale.
7. Communicate with your technology partner
Throughout your digital transformation process, it’s crucial to communicate with your technology vendor to ensure your association is getting the service it needs and ensuring you’re hitting all your goals
“When it comes to NAA’s relationship with Nimble AMS, we’re all in this together,” said Baltimore. “You need to develop a good working relationship with your technology partner.”
