In the pursuit of running a profitable membership organization, your value directly correlates to your ability to recruit, engage, and retain members. The viability hinges upon the interplay of these three factors, underscoring their absolute importance. As such, accurately measuring, assessing, and responding to these metrics is not just an optional advantage; it's a necessity for sustainable growth.
Membership organizations thrive on member satisfaction. As the lifeblood of the organization, they infuse it with energy, purpose, and the means to pursue its mission. But members don't simply appear; they must be attracted to the program. As the first step in the member journey, recruitment lays the foundation for everything else.
Engagement is the cement that holds the bricks of membership together. It's not enough for members to just sign up. They must actively participate and engage with the organization's offerings for their membership to hold real value.
Retention, or the ability to keep members involved over time, is the natural progression of recruitment and engagement. Effective retention strategies ensure members continue to see the value in their membership and choose to renew it. Retention is often overlooked in favor of recruitment, but retaining an existing member is usually more cost-effective than attracting a new one.
This guide will explore top KPIs that membership programs should focus on to measure their effectiveness in these crucial areas and strategize for growth. By closely monitoring these metrics, organizations can glean valuable insights and make informed decisions to bolster their recruitment, increase engagement, and reinforce retention strategies.
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Membership Growth Rate
This is one of the foremost KPIs for any benefits program. The metric evaluates the net increase in your membership base over a specific period, providing a clear picture of the organization's recruitment success. It's calculated by subtracting the number of members at the start of the period from the number at the end, then dividing the result by the number at the start.
Monitoring this metric is crucial, but understanding the factors influencing it is equally important. If your growth rate is lower than desired, it might be time to examine your recruitment strategies. Consider revising your marketing materials, diversifying your outreach channels, or offering new member benefits.
Also, consider conducting surveys to understand why existing members are leaving. This feedback can offer valuable information into areas for improvement.
It's essential to remember that while recruitment is a significant factor, membership growth also heavily depends on retention. Your growth rate will be affected if your organization struggles to hold onto existing members. Thus, focusing on strategies that increase member satisfaction, such as improving engagement opportunities, enhancing member benefits, or addressing specific member issues, can significantly help improve your membership growth rate.
Member Engagement Score
This score precisely measures how actively involved your members are in your organization's activities and benefits. A high engagement score correlates with higher member satisfaction, higher retention rates, and a healthier organization overall. This score could be based on numerous engagement metrics, including event participation, number of benefit redemptions, content consumption, and social media or community forums interaction.
If your engagement score is on the lower end, consider these strategies to increase value for your organization’s members and ensure they’re getting their money’s worth.
- Personalization: Personalizing communication, offerings, and content to suit each member's interests and needs can dramatically increase engagement. Harnessing data can allow you to customize learning paths, create targeted networking opportunities, and offer personalized incentive programs.
- Maximize Your Social Media Presence: Social media provides a platform for members to interact with your organization and each other, building a sense of community. Regular, engaging posts stimulate discussion and encourage members to engage more often.
- Regular Surveys & Feedback: This allows you to understand your members' needs and preferences better, enabling you to tailor your activities and services to suit them.
Membership Renewal Rate
The Membership Renewal Rate is a critical KPI for any membership organization, giving a direct insight into member satisfaction and loyalty. This metric measures the percentage of your members who choose to renew their membership at the end of their current term.
While attracting new members is important, retaining existing members is often more cost-effective. The formula for calculating Membership Renewal Rate is:
Membership Renewal Rate = (Number of members who renewed / Total number of members due for renewal) x 100
Click here for EXEC’s in-depth guide on Tips to Increase Membership Renewals.
Average Revenue Per Member
Average Revenue per Member (ARPM) is a financial metric that helps programs understand how much revenue they generate per member on average. This KPI includes membership fees, additional purchases, donations, and other revenue streams.
The formula for calculating the Average Revenue Per Member is as follows:
ARPM = Total revenue from members / Total number of members
Creativity can drive profit beyond just membership dues through merchandise, local partners, or exclusive events. Click here for EXEC’s guide on Boosting Your Membership Club’s Revenue.
Monitoring and interpreting these KPIs is critical to running a successful membership organization. These data-driven metrics can guide strategic decisions, highlight improvement areas, and illuminate growth paths. However, the key lies in understanding that no single metric tells the entire story. Instead, a combination of KPIs must be used to gain a holistic view of your program’s performance.