Consider how you can add personalized elements to your website...and that does NOT mean simply have it say, "Welcome Mickie" on the home page!
In the context of the Web, personalization means providing additional relevant content to members based on identified preferences or actions. Think like Amazon. Imagine how great it would be if when a member purchased (as one example) a book, they were offered suggestions for what other association products or services would be of interest, such as online communities, a recent journal article, other books, an upcoming seminar, etc. on similar topics. Which they could sign up /register/purchase in one integrated shopping cart, by the way.
The Web and its many tools present us with great opportunities to move beyond traditional silo-thinking. Is your association leveraging its capabilities?