--- title: "Better Member Engagement With Zero-Party Data" id: "61458" type: "post" slug: "better-member-engagement-with-zero-party-data" published_at: "2022-03-14T18:37:52+00:00" modified_at: "2026-07-11T18:08:36+00:00" url: "https://associationsnow.com/2022/03/14/better-member-engagement-with-zero-party-data/" markdown_url: "https://associationsnow.com/2022/03/14/better-member-engagement-with-zero-party-data.md" excerpt: "Although consumers have become savvier about protecting their digital privacy, there is still an easy and intuitive way to engage with them: Ask them questions to start a conversation. Engagement will follow." taxonomy_category: - "Operations" taxonomy_post_tag: - "Associations Now" taxonomy_content_format: - "Article" taxonomy_role: - "Association CEO / Executive Director" - "Director" - "Manager" taxonomy_persona: - "Association Professionals" --- [Home](https://associationsnow.com/) » [Articles](https://associationsnow.com/format/article/) » Better Member Engagement With Zero-Party Data Part of the Deep Dive[Tech2022](https://associationsnow.com/deep-dives/tech2022-from-now-to-next/) Consumers have come to expect a more personalized experience, particularly when it comes to associations. Messaging is often based on what consumers do—their behaviors, purchases, and internet browsing—that is gathered through first, second- and third-party data sources. But the way consumers regard digital privacy has evolved. According to a [report (opens in a new tab)](https://www.flurry.com/blog/ios-14-5-opt-in-rate-att-restricted-app-tracking-transparency-worldwide-us-daily-latest-update/) , around 96 percent of U.S. users are opting out of Apple’s permission-to-track option. “Consumers are getting more educated and have more levers at their fingertips to be able to control their privacy,” said Dave Will, CEO and cofounder of PropFuel, a conversational engagement platform. Here’s a concept: What if, instead of tracking all that information and speculating on what members want, you ask them directly? ### Zero-Party Data When you ask them direct questions, spark a conversation, and then act on what they want, you are “basically getting consent to have a conversation,” said Paul Leahy, CAE, director of member services at Transportation Intermediaries Association (TIA). “It’s a way of inviting consent rather than skirting around it.” It also helps increase engagement. By opening a conversation with members, you can start with a question like, “What’s your top professional goal for this year?” And then include several preselected answers they can choose from. Based on their answer, that enables the membership team to start a conversation. For example, if members select education, Leahy and his team supply them with additional information about what kinds of resources TIA provides. Once they know education is the member’s number-one goal, then they can ask, “How long have you been in the industry? Do you consider yourself a beginning, intermediate, or advanced learner?” “That allows us, through the conversation, to curate the membership,” Leahy said. And match TIA’s resources with member needs. [Lisa Boylan](https://associationsnow.com/author/lisa-boylan/) Lisa Boylan is a former senior editor of Associations Now. [More articles by this author](https://associationsnow.com/author/lisa-boylan/) Tags: [#Associations Now](https://associationsnow.com/tag/associations-now/) **Stay Informed** [Subscribe to our free newsletter](https://associationsnow.com/newsletter/) , *Associations Now Daily News*, to find out what’s happening in the association world every business day. ## More in this Deep Dive - [Make Your IT Team Your Business Partner](https://associationsnow.com/2022/03/14/make-your-it-team-your-business-partner/) - [Rethinking Data for the Pandemic Era](https://associationsnow.com/2022/03/14/rethinking-data-for-the-pandemic-era/) - [How Tech Tools and Data Can Advance Equity and Inclusion](https://associationsnow.com/2022/03/14/how-tech-tools-and-data-can-advance-equity-and-inclusion/) - [Nimble Technology Strategy Flows With Association Goals](https://associationsnow.com/2022/03/14/nimble-technology-strategy-flows-with-association-goals/) - [Fundamentals for Building a Tech Budget in Uncertain Times](https://associationsnow.com/2022/03/14/fundamentals-for-building-a-tech-budget-in-uncertain-times/) - [A Data-Cleaning Strategy for Today’s Times](https://associationsnow.com/2022/03/14/a-data-cleaning-strategy-for-todays-times/) [View the full Deep Dive →](https://associationsnow.com/deep-dives/tech2022-from-now-to-next/) ## You Might Like - [PodcastAssociations Now Presents: Beyond the Tech Stack: How AI Is Changing the Association PlaybookOctober 29, 2026](https://associationsnow.com/2026/10/29/associations-now-presents-beyond-the-tech-stack-how-ai-is-changing-the-association-playbook/) - [PodcastAssociations NOW Presents: Industry Partner Edition-Helping Associations Thrive in the Age of AIJuly 16, 2026](https://associationsnow.com/2026/07/16/associations-now-presents-industry-partner-edition-helping-associations-thrive-in-the-age-of-ai/) - [VideoSkip the Search. 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