Measure Member Engagement, Not Participation

Measure Member Engagement, Not Participation

thumbs up August 7, 2017 By: Rita Santelli

Associations often focus on measuring activity to quantify member engagement. But this method is notoriously unreliable. There's a better way to measure engagement that provides a more accurate picture of your members' loyalty.

One of our main objectives as associations is to maximize member engagement, and for good reason. Highly engaged members are more likely to participate in activities, refer colleagues for membership, and renew their membership for years to come. Engagement metrics help us predict our members' future behavior. Measuring engagement, however, has proven to be a difficult endeavor. There are three popular methods:...