MTI Harnessed Online Community To Digitally Transform
The Challenge
Before MTI adopted an online community, it was short on staff, didn’t have an AMS, and its revenue was decreasing.
The solution
The trade association updated its value proposition with Higher Logic Online Community and increased member retention and revenue.
The Results
2600%
revenue growth in 14 years
97%
member retention rate
50%
decrease in transactional requests due to community
Hear From MTI
“The community is part of it all of it: member retention, recruitment, revenue…When you have a flourishing community, I think people are proud to be part of an association that’s on the cutting edge. Our live webcasts, our community, and our technological innovation all play a central role in getting members involved.”
Tom Morrison, CEO of MTI Management, MTI
Engaging Members Year-Round Online
Using online community, MTI created a space for members to connect year-round instead of just one time a year at an event. By allowing heat-treating specialists of varying expertise and career stages to learn from each other and maximize industry knowledge, MTI positioned membership as vital to their success. MTI’s members can post questions, concerns, or comments and get feedback overnight from the entire membership base.
“We’ve used technology, including our online community, our learning management system, and our benchmarking database to empower our members, help them do more for themselves, connect with them, and expand services without expanding staff,” said Tom Morrison, MTI’s CEO.
Digital Engagement Saves Time and Creates More Member Value
Because online community is such an effective communication tool, staff spend less time solving transactional member requests or committee issues, for significantly reduced overhead costs. Community is now a vital piece of MTI’s gold standard member benefits.
“I would highly recommend Higher Logic as a private social community. We love that we have 100% control of how the system is used and can create different communities on the fly for different needs. Our entire membership committee process, as well as other committee work, is handled through their own forums. There is also a robust resource library area to store all documents members can have access to. Our community is almost like an employee for us.”
About Metal Treating Institute (MTI)
The Metal Treating Institute (MTI) is a trade association built to support members, companies in the heat-treating business. They have 370 member companies across 40 US states and Canada. They use NetFORUM Pro as their membership database.
How can Higher Logic Thrive help your association improve member recruitment and retention?
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