---
title: How MSTA Used Tillie to Achieve 96% Member Participation | Betty
description: How MSTA built Tillie with Betty and achieved 96% member participation in advocacy, answered 11,654 questions, and saved $7K replacing a third-party tool.
---

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Professional Association | Education

# How MSTA Used Tillie to Achieve 96% Member Participation

![MSTA, Tillie](https://meetbetty.ai/hubfs/Customer%20Betty%20Images/MSTA%2c%20Tillie.png)

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.

> "Being able to generate 1-to-1 personalized content in this type of campaign is priceless."
> 
> — Kara Potter, Digital Strategist/Project Manager, MSTA

## 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

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