There are many ways to measure the health of an association. Revenues, renewal rates, opens, clicks and the number of attendees are a few examples. But any of these standard metrics can be hacked in the short-term which can hurt the association and members in the long-term.
Since what we measure is what we do, here are a few of my favorite ways to assess association health:
- Is word of mouth strong?
- Do members renew year after year?
- Do new members renew after the first year?
- Would you say you are proud of the member culture?
- Do you feel a sense of energy at the conferences and events?
- Can you recruit enough volunteer leaders, committee chairs, members, speakers, and writers to get the work done?
- Are you excited about the work you are doing? Is your work interesting, rewarding, and fulfilling overall? Do you care about your members’ success?
It might be time to reassess the data you report every week, or month, or year. What measures will motive you, the staff, and the board to make the decisions that will increase the health of the association?
Amanda Kaiser is a member engagement specialist in the association community. Channeling member insights, Amanda writes a popular weekly blog at SmoothThePath.net.