Thursday, November 13, 2014
4 Stories about Association Membership
Managing the Membership Journey
via Silverbear Member Solutions
As with any journey in life, the membership journey has a beginning, a middle and an end. The member moves through the initial engagement to becoming a member, until such time as they reach the end of their journey. A strategic membership organization will look to engage with its members based upon where they are in their membership journey and where they should, logically, look to go next.
Member Engagement is Vital, So Why Don’t More Associations Track It?
Ask association executives what the most important metric is, and member engagement is often near the top of the list. Fully 67 percent called it their top membership priority, according to a survey by Marketing General, a membership consultancy. Almost 9 out of 10 ranked it “very critical” in a survey by Tate & Tryon, a Washington accounting firm that specializes in non-profits. Yet two thirds of those executives said their organizations were not tracking member engagement at all.
Zero in on Your Unengaged Members
By Joe Rominiecki via AssociationsNow
The Pennsylvania Institute of Certified Public Accountants created a member engagement metric that is elegant in its simplicity. PICPA started building a “Composite Engagement Score” about 18 months ago and rolled it out in February. It measures members’ engagement on a scale of zero to 100. With those scores for its 21,000 members in hand, the key metric PICPA is using breaks members into exactly two groups: zeroes and nonzeroes. PICPA found that 42 percent of its members were zeroes on its engagement score.
Why are fewer girls joining the Girl Scouts?
Via The Associated Press
For the second straight year, youth and adult membership in the Girl Scouts has dropped sharply, intensifying pressure on the 102-year-old youth organization to find ways of reversing the trend. According to figures provided to The Associated Press, the total of youth members and adult volunteers dropped by 6 percent over the past year -- from 2,994,844 to 2,813,997. Over two years, total membership is down 11.6 percent, and it has fallen 27 percent from a peak of more than 3.8 million in 2003.
Meanwhile, the Boy Scouts of America lost 6 percent of its membership last year; its youth membership has dropped from 3.3 million to about 2.5 million since 2002.