Two Member-Engagement-Scoring Systems That Advance Recruitment, Retention

Two Member-Engagement-Scoring Systems That Advance Recruitment, Retention

By: Christine Umbrell

Imagine if you could predict which prospects are most likely to join, and which members are most likely to renew their memberships. Two associations have found a way to do just that, using member-engagement-scoring programs.

While for-profit companies have been analyzing purchasing histories, participation statistics, and online activity in a systemic, data-driven fashion to drive profits for years, most membership organizations have yet to follow suit. However, that trend is changing, and several forward-thinking associations have adopted membership-engagement-scoring systems that track and report member and prospect activity in a detailed manner, using that data to drive participation and retention....