Digital Transformation for Associations: Start with foundation, not the facade

In a recent episode of the “PCAAE Podcast, Association Matters,” I had the opportunity to speak with Mr. Jason Morris, founder and CEO of Membes (Asset Media Pty. Ltd.), an Australian-based association management platform provider, about a topic that has quickly moved from optional to essential: digital transformation.

- Octavio Peralta

Our conversation was not about chasing trends or adopting technology for its own sake. Instead, it offered a clear and practical message for association leaders: digital transformation is not about what members see first, but about what associations build first.

One of the most important takeaways from Jason was this: digital transformation begins with data. He compared it to building a house: you cannot focus on aesthetics without first establishing a strong foundation. For associations, that transformation is their member and stakeholder data. This means understanding what data is being collected, where it is stored, how securely it is managed, and how effectively it can be used.

Many associations today still rely on fragmented systems such as Excel spreadsheets, website plugins, standalone event platforms, or disconnected communication tools. While these may serve immediate needs, they limit the association's ability to gain meaningful insights, automate processes, and deliver personalized value to members.