What Metrics Should You be Tracking at Your Association?

Novice membership managers tend to gauge success by looking at overall member participation levels. While this does provide some insight, it’s rarely the best method. Instead, it’s much more helpful to measure the actual engagement of your membership base. Having an AMS that allows you to capture and report on these metrics is invaluable, so choose an AMS like Impexium’s that includes this functionality.

Common methods of measurement

When trying to determine overall member participation, you should focus on studying membership engagement instead of individual activities and contributions. Not only does this provide a more accurate picture, but it also gives you further insight into the relationships of your most engaged members.

Although it’s difficult to measure member engagement, and different companies use various strategies, several approaches are common.

Measuring Individual Activities

Tracking activities that your constituents participate in is a good way to boost future member engagement. Offer them a fulfilling experience as a member of your association based on a data-driven approach.

These can include:

  • Membership drives
  • Networking events
  • Conferences

Measuring Specific Touchpoints 

To improve your results, start tracking the number of interactions each member has with your staff. Pay extra attention to interactions specifically initiated by the member, as this can give you an idea of what they’re most interested in and how to get them more involved.

useful metrics to watch

Useful Metrics to Watch

Regardless of the method you choose to track membership activity, the following are important metrics to focus on.

Churn rate. This metric lets you know the rate at which you are currently losing members on a monthly basis. While it should be your goal to get this number as low as possible, anything up to 10% is still considered a normal churn rate.  At the end of your fiscal year, check your churn rate for the entire year and compare it to the previous year.

Growth rate. In contrast, the growth rate indicates how much your membership is growing on a monthly basis. This is helpful when setting up your association for future success. You can look at a number of different metrics to determine your growth rate to get the fullest picture of your membership possible:

  • New members by month and by year
  • Year-over-year member recruitment
  • Conversion rate from prospect to member
  • Number of prospects at each stage in your recruitment process
  • Growth by membership type year-over-year and monthly
  • Total membership growth

Membership By Segment

Segmenting your members into different groups helps you understand the most common denominator amongst your members and can inform your recruiting processes and decisions going forward. Collect metrics for the following segments and see if it offers any insight into what your association does well and where it needs to improve on:

  • Membership type
  • Membership tenure
  • Job title or area of expertise
  • Age
  • Type or size of business
  • Geographic region
Tracking Online & Offline Members

Tracking Online & Offline Members

Don’t forget to follow up your online membership tracking activities with offline measures, too. It’s easy to do – with so much focus on the internet, offline strategies are sometimes neglected. However, there’s still a lot of value in the traditional channels.

Moreover, some of your members may not be active online at all. While rare, it’s still common in some social circles – particularly among older generations. If this is the case, offline tracking might be your only recourse.

Related Blogs

5 Non-Dues Revenue Opportunities to Investigate Right Now

5 Non-Dues Revenue Opportunities to Investigate Right Now

Non-dues revenue is the largest variable for many associations’ bottom lines. Take these 5 opportunities now to increase your revenue!
Making Sense of Member Data: 3 Immediate Benefits of Better Data Management

Making Sense of Member Data: 3 Immediate Benefits of Better Data Management

Member data is right there in front of you with Impexium’s association management software. Use it to your advantage and...
How Your AMS Can Help Your Association Become Member-Centric

How Your AMS Can Help Your Association Become Member-Centric

Here's how a dedicated Association Management Solution (AMS) can help drive membership engagement, data analytics, service customization, and collaboration.
7 Signs It's Time to Upgrade Your AMS: #7 You Can't Upload External Data

7 Signs It’s Time to Upgrade Your AMS: #7 You Can’t Upload External Data

If your AMS software doesn't easily bring in data from external sources that could be a sign that it's time...


  • “…very excited because of the possibilities that I see for NADA moving forward, the ability to give our executives the information, any intelligence that they need in order to help our members better…the ability to simplify the whole application ecosystem, removing unbelievable complexity and bringing simplicity to the application.”

    Rafael Maldonado NADA
    Rafael Maldonado
    Former CIO at NADA
  • “I like the fact that by using Impexium versus our previous system, we will be able to reduce staff’s workload. As a result, NAADAC’s staff will be happy, feel more capable and competent…in serving our members.”

    Cynthia Moreno Tuohy NAADAC
    Cynthia Moreno Tuohy
    Executive Director at NAADAC
  • “I found Impexium to be more modern, more sophisticated, more user friendly, more intuitive.”

    Jeff Sventek AsMA
    Jeff Sventek
    Executive Director at AsMA
  • “We wanted a partner that would grow with us and one that could innovate with us. Impexium checked all those boxes. They took us from outdated to automated.”

    Laurie Bollig CoSIDA
    Laurie Bollig
    Director of Membership Engagement at CoSIDA
  • “…Impexium has allowed us to significantly improve our processes and procedures. We’ve automated quite a lot with Impexium and removed a number of manual processes that we had before. And staff are very happy about that.”

    Impexium RAPS Case Study
    Wendy Sahli
    Technology at RAPS
  • “You have to have a support team that communicates clearly, is a good listener, is patient and can really handle the problem solving…I have been really pleased with Impexium’s support. They are on-top-of things responsive…I know they will stick with me until we figure it out.”

    Kelly Webb FCLB
    Kelly Webb
    PR & Pace Coordinator at FCLB

Let's See If Impexium Is The Right Fit For Your Organization!

Trade associations, professional societies, and non-profits of all sizes have transformed their businesses and exceeded member expectations with Impexium’s membership management software. Request a personalized demo today.