marketing automation—tools often associated with large commercial operators, not not-for-profits. The goal of that investment is simple: serve the right information to the right people at the right time—so members receive content that is relevant and useful, rather than a blanket stream that causes people to disengage. The organization operates on a fee-paying membership model—approximately $49.50—which Grice describes as modest relative to the benefits and services provided, and essential to funding the organization’s advocacy work without dependence on government. TECHNOLOGY INVESTMENT TO REACH A DIVERSE COHORT One of the complexities of representing older Australians is that the cohort is far from uniform. NSA’s members include people still working, recently retired, pensioners, self-funded retirees, carers, and veterans. They range from “analog” members who still rely on print to highly digitally literate members 70 BUSINESS VIEW OCEANIA VOLUME 08, ISSUE 02
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