Associations Should Track Member Engagement from All Levels Early last year I wrote an article about how it was time for associations to do away with what I I called “.” As explained at the time, “a membership director membership has grown by 20 percent, might brag that their association’s which sounds impressive, but it might be hiding a member retention issue.” to track how many members are leaving your And while it’s relatively easy organization every year, much more difficult to discern why leaving. it’s they’re At the beginning of each year your members must decide whether or not their memberships, but not all those members will have engaged they’ll renew with your association in quite the same way. To begin to understand the amount of value members are extracting from your organization, you first have to get a better understanding for how interacting with you. Some might they’re have attended every event and webinar while others assiduously opened every email you sent and commented regularly in your LinkedIn Group. While some associations are good at tracking the former activity as good they’re not about measuring the latter. So in order to strengthen the offerings that will result in increased retention, you first need to track member engagement from all levels, online and off. of activity your association management Below I’ve outlined three levels software (AMS) should monitor: Basic Level At the most basic level, your AMS should track all in-person activities from your members. For instance, you should be able to easily access data on which of your members signed up for a conference, a networking happy hour, or a class. These kinds of members are engaged enough in your association that willing to leave their house and workplace and actually show up at they’re an association-hosted function. Your AMS would also track which members signed up to serve on committees, leadership positions, and volunteer roles.
Associations Should Track Member Engagement from All Levels Early last year I wrote an article about how it was time for associations to do away with what I called “.” As I explained at the time, “a membership director might brag that their association’s membership has grown by 20 percent, which sounds impressive, but it might be hiding a member retention issue.” And while it’s relatively easy to track how many members are leaving your organization every year, it’s much more difficult to discern why they’re leaving. At the beginning of each year your members must decide whether or not they’ll renew their memberships, but not all those members will have engaged with your association in quite the same way. To begin to understand the amount of value members are extracting from your organization, you first have to get a better understanding for how they’re interacting with you. Some might have attended every event and webinar while others assiduously opened every email you sent and commented regularly in your LinkedIn Group. While some associations are good at tracking the former activity they’re not as good about measuring the latter. So in order to strengthen the offerings that will result in increased retention, you first need to track member engagement from all levels, online and off. Below I’ve outlined three levels of activity your association management software (AMS) should monitor: Basic Level At the most basic level, your AMS should track all in-person activities from your members. For instance, you should be able to easily access data on which of your members signed up for a conference, a networking happy hour, or a class. These kinds of members are engaged enough in your association that they’re willing to leave their house and workplace and actually show up at an association-hosted function. Your AMS would also track which members signed up to serve on committees, leadership positions, and volunteer roles.
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