In this three-part series of blogs, we’ll be looking at scoring, capturing and analysing online member activity, and how best to use this information to boost member retention and participation in any membership organisation.
We’ll be breaking down the steps you’ll need to take to implement this successfully, as well as the concepts and thinking behind them. This first part will focus on member engagement and what activities to measure, while the second will show you how to develop a scoring strategy that suits your organisation. The final part will address what to do about low (and high) engagement, communications, and a few key takeaways.
First things first, what is member engagement?
Simply put, member engagement is when a member demonstrates an active interest and involvement in your organisation. It’s proactive and anticipates a member’s needs to provide something of value to them through things like emails, social media, events, newsletters and member offerings. It’s not customer service, which is mainly about reacting to a member’s needs or concerns, and it is not issue-based either.
Engagement will look different for every organisation, but the objective is to connect on an emotional and transactional level, and for members to have positive interactions with your organisation.
Why is it important? Why measure it?
Members that are engaged and happy are more likely to turn into perpetual members. They stay for an additional 4 years when compared to disengaged members, and it costs 8 times less to retain a member than to recruit a new one. Engaged members also spend 22% more on non-subscription products, and often become champions for your organisation, referring you to other potential members. Improving member engagement helps to increase membership, retain existing members, boost revenue and reduce churn.
What to measure and capture?
Whatever makes sense for your organisation! There is no one-size-fits-all solution to member engagement and what constitutes as engagement, and every organisation will be different. That being said, some places to start would be:
- Logins to website, portal, learning management system, and community forums
- Visits to website and content usage – i.e. reading articles, watching videos etc.
- Engagement with email marketing – opens, clicks
- Booking on to events, attendance/non-attendance
- Group membership
- Form submissions and surveys
- Logging CPD not captured automatically by other systems
- Social media posts
- Additional purchases – i.e. digital products
- Anything else that is relevant to your organisation
Membership organisations that are digitised have a vastly increased scope for measuring member engagement. If the majority of your members’ actions and interactions take place in online spaces and platforms, you can track and measure them automatically, giving your organisation a wider picture of what’s happening.
The rest of this blog series is out now; part two looks at developing a scoring strategy for the data you've captured, and part three is about addressing low member engagement. If you’d like to learn more about C2 Software, have a look at the rest of our website, or get in touch with us today.