April 2, 2015

Tracking Membership Engagement with Your AMS

Tracking Membership Engagement with Your AMS

You can’t manage what you can’t measure.

Your association is responsible for providing your members with resources they can’t get anywhere else. Whether it’s a three-day workshop with subject matter that will aid in career development, or a certification program enabling new opportunities, your members turn to your association as the industry’s thought leader and champion.

But, you have to know if your programs and activities are effectively making members happy and giving them the tools they need to pursue their passions. To ensure members are happy, you have to effectively measure the success of your association’s activities, products, and programs. If you can’t measure, you can’t prove to your leadership that your members are happy with all the hard work your staff is doing. In a 2011 Harris Interactive Customer Experience Improvement study, the survey results from that only about 4% of dissatisfied customers complain, 96% of dissatisfied customers just go away. Associations have this factor in common with consumer brands: you have to continually provide your customers, your members, with a product or service which leaves them satisfied.

“But associations aren’t consumer brands,” says Elizabeth Engel of Spark Consulting. “They have the opportunity to engender passion.”

This is where engagement tracking becomes critical. By tracking engagement, you can help identify what drives members to renew and keep purchasing products from your association. In MemberSuite’s new brief Tracking Membership Engagement - we’ll discuss ways you can improve engagement tracking for your association and delight all your members.

Learn about how good data from your association management software (AMS) can give you insights into your membership. Engagement with peers is why people join, and a lack of engagement is why people leave. A solid, quantitative understanding of your membership comes from historical data, and using this data will help you continue to delight your members and improve retention. We’ll discuss the metrics you should be tracking including:

  • Renewal & churn
  • Recruitment of new members
  • Participation in social media
  • Trends & patterns

Plus, reliable data on potential new members will aid in your recruitment efforts. We’ll also review how an integrated database streamlines these metrics and makes engagement reporting easy.

Click here to download Tracking Membership Engagement now.