becomes advocacy for the entire country—because retirement security is the downstream outcome of decisions made earlier in life. A MEMBERSHIP MODEL THAT HAD TO EVOLVE NSA was one of Australia’s earliest organizations to run a structured membership and discount model for older Australians, long before loyalty programs became the norm in retail. But Grice acknowledges that what “membership value” means has fundamentally shifted. In a world where information is instantly searchable, organizations can no longer rely on a paywall and privileged content alone. As Grice puts it, the old model often asked people to “marry us before going on a date”—pay first, then discover the value. That approach is increasingly incompatible with how people now engage with organizations, especially in a digital-first environment. NSA’s response has been to transition toward what it describes as a community model, supported by deliberate investment in data, technology, and 69 BUSINESS VIEW OCEANIA VOLUME 08, ISSUE 02 NATIONAL SENIORS AUSTRALIA
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