Written by: Kadena Tate, Executive Contributor
Executive Contributors at Brainz Magazine are handpicked and invited to contribute because of their knowledge and valuable insight within their area of expertise.
It is important for any association to track their growth to determine whether they are meeting their goals. There are many ways to measure growth, and the most effective way will vary from organization to organization.
In this blog post, we will discuss seven different ways to measure growth in your association. We will also provide tips on how to use each metric to improve your organization's performance.
Membership and retention rates. One of the most common metrics for measuring growth in an association is membership and retention rates. Tracking these numbers over time can help you understand how successful your organization has been at attracting new members, as well as retaining those members over time. You can also compare your retention rates to industry benchmarks, which may reveal areas where you can improve.
Revenue and costs per member. Another important metric to track is revenue and costs per member, which will give you a sense of the overall financial health of your association. This number will vary depending on what type of membership model your organization uses, but you can use it to benchmark yourself against similar organizations or make strategic changes to improve profitability.
Engagement metrics. In addition to tracking membership and financial metrics, it is also important to look at engagement metrics such as website traffic and social media followers. By measuring these numbers over time, you can identify trends in your audience behavior and use that information to create more targeted marketing campaigns.
Event attendance rates. Associations typically host events throughout the year, and it is important to track event attendance rates so that you know which events are popular with members and which ones are not performing as well. This data can help you make decisions about future event programming, such as scaling back programs that aren't drawing a big crowd or focusing resources on events that have been successful in the past.
New product or service launches. Another way to measure growth in your association is by launching new products and services that are aligned with the needs of your members. Tracking data such as sales numbers and customer feedback can help you understand which offerings have been successful, so that you can prioritize future product development efforts accordingly.
New member acquisition channels. It is important to track the effectiveness of different methods for attracting new members to your organization. This may involve evaluating things like email marketing campaigns, social media advertising strategies, or paid search optimization efforts. By understanding what works well and what doesn't, you can make smarter decisions about where to invest your resources moving forward.
Diversity, equity, inclusion and belonging in your association are also important metrics to measure. By tracking these numbers over time, you can identify trends in diversity and inclusion practices, as well as areas where you may need to make improvements. Whether you're looking for ways to engage underrepresented groups in your community or simply want to create a more welcoming environment for all members, these metrics can help guide your efforts.
Whether you are just starting out or trying to grow your existing association, it is essential to measure your growth to stay on track and achieve your goals. By tracking these key metrics over time, you can make more informed decisions about how best to move your organization forward.
Which metrics have you found to be the most important for measuring growth in your association? And how do you use this data to inform your strategic planning and decision-making processes? Share your thoughts in the comments below!
Kadena Tate, Executive Contributor Brainz Magazine
Kadena Tate is the author of “Cultivating Courage: The Path to Reclaiming Your Power” and contributing author of the NY Times Bestseller “Business Model You,” published by Wiley Press. In addition to writing books, Kadena also works as a revenue strategist and business model designed for authors, coaches, and speakers who want to create movements, masterminds, and membership programs.
