Coaching & mentoring
Exploring the AI opportunity in Membership
How AI could transform the membership sector
Artificial intelligence (AI) is no longer just a buzzword. It’s becoming a practical tool for membership organisations looking to better serve members, improve efficiency and make more confident decisions.
Artificial intelligence (AI) is no longer just a buzzword. It’s becoming a practical, strategic tool for membership organisations looking to improve services, deepen engagement and make more confident, data-informed decisions. From content personalisation to predicting churn, the opportunities for using AI in membership are growing fast.
For senior leaders, engaging with AI is not just about innovation – it’s about relevance. The pace of change means doing nothing could soon put your member experience, operational efficiency, and long-term sustainability at risk.
Why AI matters for membership organisations in 2025
AI is already shaping the way organisations operate across almost every sector. Research from IBM (2023) shows that 35% of organisations are already using AI, with a further 42% actively exploring its potential. The global AI market is expected to exceed $400 billion by 2027 (Statista, 2024).
Early adopters report significant benefits, including 20–25% improvements in productivity and customer satisfaction (McKinsey, 2023). While many membership bodies have been slower to move, this actually creates a window of opportunity for those ready to act now. By starting to explore AI in a focused and ethical way, you can:
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Strengthen your member experience
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Make better use of your existing data
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Free up valuable staff time
From content to churn: what AI can do for your organisation
AI isn’t one thing – it’s a collection of technologies and tools that can support many different aspects of membership delivery. Some of the most practical applications we’re seeing include:
AI can help you deliver tailored content based on member behaviour and preferences. For example, your website or member portal can show personalised CPD content, upcoming events, or articles based on past interactions. You can also use AI to create targeted email campaigns or personalised learning journeys that feel more relevant to individual members.
In member services, chatbots and virtual assistants are enabling faster support on common queries – from renewals and CPD tracking to event bookings. This doesn’t replace your team; it supports them by handling the routine, freeing them up for more complex or human-focused work.
Behind the scenes, AI can also unlock valuable insights from your CRM and engagement data. You can identify under-engaged segments, spot early signs of dissatisfaction, or surface emerging trends across your membership.
One of the most powerful uses of AI is in retention. By modelling member behaviour over time, AI tools can help predict who is at risk of lapsing – allowing you to intervene earlier with personalised outreach or timely support.
Barriers to AI adoption in membership organisations
While the potential is real, AI is not without its risks and limitations. Understanding these early on is key to building trust and using AI responsibly within your organisation.
Some of the main challenges include:
Data quality and bias: AI is only as good as the data behind it. Inaccurate or biased data can lead to poor decisions.
Ethical concerns: Fairness, accountability and transparency are critical for professional bodies.
Staff anxiety: Change can be unsettling. Teams need to feel informed, supported and involved.
Lack of clarity: With so many tools and claims, it can be difficult to know where to start or what will truly add value.
Tackling these challenges with openness and a clear plan helps build internal confidence and external credibility.
A practical roadmap for getting started with AI
Introducing AI doesn’t have to be overwhelming. Many organisations are taking a staged approach that looks something like this:
- Explore: Start the conversation internally. Run short demos, share real-world examples, and build a shared understanding of what AI is (and isn’t).
- Test: Choose a small, low-risk area to pilot something – like using AI to generate content recommendations or support your enquiries inbox.
- Define: As you learn, put guardrails in place. Create a governance framework that reflects your values around ethics, inclusion, and impact.
- Plan: Use what you learn to build a longer-term roadmap that connects AI to your wider digital strategy and member needs.
How Propeller Solutions can help
We’re already working with membership teams to explore AI in a way that’s practical, responsible and aligned with their goals. Whether you’re looking to run a small pilot, explore use cases, or develop a long-term strategy, we can support you to:
- Make sense of the fast-moving AI landscape
- Identify meaningful opportunities based on your data and systems
- Build staff confidence and engagement
- Create a future-facing strategy that delivers value to your members
If you’re ready to take the first step, or just want a clearer sense of what AI could mean for your organisation, we’d love to talk.
Let’s explore what AI could mean for your members.
With 30 years of experience in the membership sector, Mel has helped organisations understand their members, strengthen engagement, and drive sustainable growth. Her focus is on building strong revenue streams while fostering lasting relationships.
Mel is passionate about demystifying AI and helping membership organisations harness its potential—regardless of size or starting point. She believes AI shouldn’t be out of reach, and works with teams to explore practical, ethical ways to embed it into their strategy and day-to-day work.
Through coaching and mentoring, she empowers teams with the skills and confidence to build results-driven approaches to change. Collaboration is at the heart of her work—bringing together expertise, curiosity and fresh thinking to unlock new possibilities.