Why some ambitious membership organisations are preparing for the AI era —
and what you might be able to learn from them.

This blog marks the start of a broader and ongoing conversations around AI and membership. While no one knows exactly how AI will shape the sector, it's clear that change is coming fast — and the most forward-thinking, ambitious organisations are starting to prepare.

In this piece, we explore what those early moves look like, why mindset matters, and how to start thinking about AI not as a harmful impact, but as an opportunity.

AI is coming — but not everyone is ready

Many organisations are just starting to explore how AI could reshape how we learn, connect, and make decisions. Whilst large-scale transformation isn't happening yet, the groundwork is being laid.

Some membership organisations are already adapting — migrating to better systems, improving engagement, and shifting how they deliver value.

Every organisation might not navigate this change successfully. Some will thrive. Others will struggle.

The difference? Mindset, strategy and strategic readiness.

How could you be successful in an AI era?

It won't be about doing everything faster. Or having the flashiest tools.

It will be about understanding what members truly value — and how they deliver it.

If information is now accessible via AI, what value does membership offer?

The organisations preparing for this shift are starting to as a new question:

They've stopped asking "How do we compete with AI?"
And started asking "What can we offer that AI does not?"

They're moving away from transactional models that rely on access to gated content. Instead, they're rethinking membership as a transformational relationship — one built on trust, relevance, and long-term value.

What that looks like in practice

We've worked with a lot of organisations — and we're spotting the same patterns again and again.

The most future-ready organisations:

Are moving beyond purely transactional value (e.g. pay-to-access content).
Actively create spaces for members to connect, belong, and grow.
Use CRMs like sheepCRM to understand their members better and build stronger relationships.
Adopt AI selectively to support — not replace — their team's work.
Have a growth mindset and are open to change.
Are strategy-led, with a clear plan to deliver.
Are already thinking about where AI might support their goals.
Stay focused on long-term member engagement and value.

This isn't about chasing trends. It's about building trust and transformation into every interaction — before the pressure really ramps up.

Here's what successful membership organisations are not doing

They're not relying on legacy systems. They're not stretching their teams across clunky workarounds and they're not assuming yesterday's strategy will work tomorrow.

Instead, they're using tools and data to understand their members more deeply — and respond with confidence.

Take the Ethical Tea Partnership, for example.

Since switching to sheepCRM, they've built more confidence in their data and reporting — a foundational step for any organisation preparing to personalise, modernise, or even explore AI in the future.

That’s exactly the kind of thinking our upcoming white paper explores:

"In the age of AI: Will your members still need you?"

A guide to future-proofing your organisation's relevance, trust, and impact. If you would like early access or a sneak peak, simply sign up below.

Membership isn't content. It's a relationship.

This is the change that's coming.

If your offer is "we have knowledge you can't get anywhere else," you might lose ground fast.

But if your offer is "we know you, we support your growth, we connect you to others who get it" — that's irreplaceable.

Because even as technology advances, people will still want to:

Feel part of something.
Know they're progressing.
Be recognised and understood.
Belong to a trusted professional community.

No AI can deliver that. (yet!)

Want to be one of the growing membership organisations?

Start by looking at your current member offer:

Are your memberships transactional or relational?
Are you members truly engaged?
How well do you understand your members?
How much time do you spend with your members?
How much value are you delivering to your members?

If these questions hit home, we have a few simple steps you can take:

Start with our free Membership CRM health-check — a practical tool to help you assess what's working, what's missing, and where to focus next.

And keep an eye out for our upcoming white paper:

"If AI knows it all, why do members still need you?"

It's packed with useful thinking to help you future-proof your value, deepen relationships, and grow with confidence — even in an AI-shaped world.

If you would like early access or a sneak peak, simply sign up using the form below.

How leading organisations are preparing for the AI era