Membership growth is a goal for most professional associations. Beyond a simple increase in numbers, though, there are many metrics that could show the success and sustainability of an association. By monitoring these indicators, associations can improve engagement, retention, and overall member satisfaction.
Most associations, particularly those with a small staff, don’t have the capacity to closely monitor all factors impacting membership growth. Defining what success means for your organization, what specific factors could impact your organization’s growth, and learning how to track those factors are most critical to achieving your goals.
1. Growth & Retention
New Member Acquisition Rate
This metric tracks how many new members join over a specific period. A consistent influx of new members indicates a strong recruitment strategy.
Retention & Churn Rate
Retention rate measures the percentage of members who renew, while churn rate tracks those who leave. A high churn rate signals a need for better engagement or benefits.
Steady State
This represents the equilibrium of members gained vs. members lost. It shows the long-term stability of your membership as well as providing a visual depiction of the potential impact of recruitment and retention goals.
2. Engagement
Event Attendance
Participation in events, webinars, and networking sessions reflects how active members are. High attendance suggests strong member interest and value in association programming.
Online & Community Participation
Tracking activity in member portals, forums, and social media groups helps gauge how members interact outside of formal events.
Volunteer Involvement
The number of members serving in committees, leadership roles, or mentoring programs is a strong indicator of deep engagement.
3. Satisfaction
Net Promoter Score (NPS)
NPS measures how likely members are to recommend the association. A high score indicates strong perceived value, while a low score suggests areas for improvement. Need more details? Visit this blog post to learn more.
Member Survey Feedback
Regular surveys provide qualitative insights into member needs, expectations, and satisfaction with association offerings.
4. Financial Health
Membership Revenue Trends
Monitoring dues revenue over time helps assess financial stability and the impact of membership pricing strategies.
Cost per Member Acquisition
Understanding how much is spent on recruiting each new member helps optimize marketing budgets and recruitment efforts.
5. Demographics
Career Stage & Industry Breakdown
Analyzing member demographics ensures that the association’s offerings align with the evolving needs of its membership base.
Consistently tracking the right metrics can give you a better picture of your organization’s membership health and identify areas for improvement. By consistently tracking these metrics, professional associations can make informed decisions to enhance member experience, improve retention, and drive long-term success.
Learn more about these and several other membership related metrics in the RGI’s eBook Membership Development In Focus: Setting Goals, Measuring KPIs and Leveraging Volunteers.
Amanda S. Bureau, CAE, CVA
Since joining the company in 2010, Amanda has proudly served as RGI’s resident jack-of-all-trades when it comes to association management. From membership to marketing to event planning, Amanda is an expert at solving new challenges with adaptability and ingenuity.