The Trust Factor: Why Your Member Data Deserves Better

Trust. It's a tough gig in today's online world, but it needs to be discussed. Trust should be the foundation upon which successful member-driven organisations are built.

As leaders of unions, professional associations, and other member-based organisations, we’re entrusted with sensitive member data. Whether it’s personal information, financial details, or professional records, members expect that their data is handled with the utmost care.

The organisations we come across typically have any number of products to manage CPD, comms, events, and, most importantly, their communities.

Relying on external platforms like Facebook, WhatsApp, or other third-party products to manage your community can erode trust and leave you vulnerable to data breaches and privacy concerns. When data is siloed across these channels, you lose control, complicating the ability to maintain a cohesive narrative and understanding of your community's interactions.

Do you really want Musk or Zuckerberg to own and be in control of your data?

Moderation becomes more challenging as you must navigate different platforms with varying rules and functionalities, making it difficult to ensure consistent guidelines. This fragmentation will create a new data set disconnected from your centralised single source of truth.

Lack of control in community management can skew insights and reduce the effectiveness of your strategy, ultimately hindering authentic engagement and the protection of your community interests.

The Problem with Traditional Communication Channels

For years, email, SMS, and phone calls have been the backbone of communication between organisations and their members. But times have changed. These once-reliable channels are now overwhelmed by spam, fraudulent activity, and untrustworthy messages, making it increasingly difficult for members to discern legitimate communications from noise.

• Email: The average member’s inbox is flooded with unsolicited emails daily, many of which are phishing attempts or scams. This constant barrage has led to email fatigue, where even important messages from trusted sources go unread. Members are becoming increasingly wary of clicking links or opening attachments, unsure if the email is genuinely from their organisation or a cleverly disguised threat.
• SMS: While SMS used to be a direct and trusted way to reach members, it has also been a target for spammers and scammers.
• Phone Calls: The rise of robocalls and phone scams has made answering an unknown number a gamble. Members are bombarded with calls from numbers that appear local but are, in fact, automated scams or aggressive telemarketers. This erosion of trust means members may hesitate to answer when your organisation tries to reach out, fearing another unwanted intrusion. Put simply, no one wants to talk on the phone anymore.

We value our privacy so much these days that phones are set to silent, snoozed at night, and 'do not disturb' is a key feature on all of our phones.

The younger generation hardly ever picks up the phone; everything is done through apps, TikTok, Insta, Messenger (if you're old like me) or whatever their main line of communication is.

So, how is an organisation supposed to interact with their members?

Why Organisations Need a More Contemporary Approach

Given the breakdown of trust in these traditional channels, member-driven organisations must rethink how they communicate. Relying on outdated methods that no longer provide the security or authenticity that members expect is not enough. Instead, organisations must embrace more contemporary, secure communication methods that verify and trust every interaction.

A modern member experience platform can provide a single, secure environment where all communications are authenticated. Every message, notification, or call your members receive is identified as coming from your organisation—no more second-guessing, no more fear of fraud. By using a platform that members trust, you reinforce the security of your interactions and ensure that your communications cut through the noise and actually end up being read.

The Benefits of a Verified Communication Platform

• Restored Trust: Members can engage confidently, knowing that every interaction is legitimate and secure. This enhances their relationship with your organisation and increases their willingness to engage with your communications.
• Reduced Noise: By consolidating communications within a trusted platform, you eliminate the competition for attention with spam and fraudulent messages, making your communications more visible and impactful.
• Enhanced Security: A verified platform protects against the risks associated with traditional communication channels, safeguarding your members’ data and your organisation’s reputation.

Looking Ahead: How to Build and Maintain Trust

As we progress in this series, we’ll explore more strategies for building and maintaining trust with your members. We’ll discuss the importance of having a single source of truth for your data, the role of professional service marketplaces within your platform, and how secure, direct communication channels can further strengthen your organisation’s relationship with its members.

Trust isn’t just about keeping data safe—it’s about ensuring that every interaction your members have with your organisation is positive, meaningful, and aligned with their expectations. By taking control of your digital space and ensuring all communications are verified, you’re not just protecting data—you’re safeguarding the trust your members have placed in you.

Follow us or contact Bond today if you’re ready to explore these crucial topics further and transform your organisation’s member experience.

Written by Dave Hickling - Co-founder @ Bond Software