Member engagement is vital for maintaining and growing your relationship with your members – after all, an organization’s first duty is to its members, and this includes ensuring they are getting as much value out of that membership as possible in the forms of services, training, networking opportunities, and/or certifications. When an organization closely monitors the needs and wants of its members, it can more easily provide those things, tangentially growing revenue and maintaining membership retention rates. When an organization focuses on its members, the benefits extend throughout the different lines of business.
A
member engagement scoring strategy is the first step to ensuring you are
providing your members with the benefits and services they need to make their
membership dues worthwhile on an ongoing basis. The value that your members get
from their membership is a major factor in the decision to continue paying the
dues, so having a good understanding of your members will only positively affect
your member retention rates. Once you have a member engagement scoring model,
you can start assigning points to different activities, such as small things
like reading emails, which might have a lower number of points assigned to it,
or going to Capitol Hill on behalf of the association to lobby Congress, which
would have a much higher score assigned to it. When you track and score each of
these activities, not only do you pinpoint your most engaged members, giving
you the opportunity to reward them, you can also discover the least engaged
members, giving you the opportunity to reevaluate how you are marketing events
or classes to them in order to encourage more engagement.
Member
engagement scoring is also helpful in determining what exactly your members
want out of your organization. Tracking your most popular products, training
courses, or events will help you evaluate what your members are looking for and
how to provide more of it. If two products or services are purchased together
often, you could bundle them for a slightly reduced price to bring up sales of
those products, benefitting your revenue. Tracking member engagement will also
help you to identify what email marketing strategies work for which demographics.
One strategy might work for your older members, but to bring in your younger
members too, you might need to change it to appeal to them more. Targeted
marketing campaigns are easy when you track which members are opening and
interacting with which emails and a member engagement scoring model will help
to make seeing those patterns much easier.
Member
engagement scoring is beneficial to your members, your revenue, and your member
retention rates. It can help to increase your total member value by giving you
the information you need to provide the services and products your members have
demonstrated they want and need from your organization. Through this, it will
help grow your revenue and event attendance numbers as well as maintain your
membership retention rates. When you use member engagement scoring to lead your
strategies, your entire organization will benefit.