Professional Association | Education

How MSTA Used Tillie to Achieve 96% Member Participation

96%

Participation Rate

$7k

Annual Savings

80%

Engagement Lift

11,654

Questions Answered

4,407

Total Users

The Challenge

MSTA members were struggling to find answers across a fragmented content library. Staff were overwhelmed by repetitive questions. The association needed a scalable way to surface knowledge without adding headcount.

Why Betty

MSTA chose Betty because of its association-native approach. Unlike generic chatbot tools, Betty was designed for the specific needs of membership organizations — white-labeled, trained on proprietary content, and built to understand the language of education professionals.

Implementation

MSTA worked with the Betty team to launch Tillie — their custom-branded AI knowledge assistant. The process followed Betty's 5-step onboarding system: content audit, knowledge base training, intent and behavior configuration, staff onboarding, and a phased member rollout. The entire process launched on schedule.

Outcomes

Tillie delivered measurable results across advocacy, engagement, and operations:

Advocacy Impact

96% of members used Tillie to write personalized messages to legislators
1,865 conversations initiated with 218 follow-ups during advocacy campaigns
80% increase in advocacy engagement by integrating Tillie into MSTA's campaign
$7,000 annual savings by eliminating a third-party advocacy tool

Member Engagement

4,407 total users and 11,955 total conversations
482 daily users with an average of 49 daily messages
3 messages per conversation on average, showing depth of engagement

Use Cases

Curriculum & Standards: Aligning lessons with Missouri Learning Standards, CTE, and literacy programs
Professional Development: Providing references, resources, and classroom strategies on demand
Administrative Support: Helping teachers stay ahead of state program timelines and compliance needs