By Richard Broughton, Brand and Marketing Director, The MTM Agency
If I had a pound for every time we get told, “We just need more members,” I’d have a second home in the Cotswolds by now. The truth is, simply increasing membership numbers isn’t the silver bullet many think it is. Far more important than gaining new members is keeping the ones you already have engaged and, crucially, retained. And this is where data can be your best friend – if it is used effectively and intelligently.
How can data insights improve member engagement?
Most membership organisations are sitting on a veritable goldmine of member data. However, having it and knowing how to use it are two very different things. At MTM, a big part of our work is understanding the latter for our client partners, revealing how to boost member engagement by leveraging existing data.
By removing data silos and extracting relevant insights, membership bodies are better able to understand who their members are, what they care about, and – more to the point – what keeps them up at night. It’s a bit like having a member's personal guidebook on hand, ready to pull out the page that says, “Here’s what I need from you.”
It starts with basic demographic data, but the real power lies in behavioural data – tracking how members interact with your content, what events they attend, and which benefits they utilise (or ignore). For example, did you know that members who engage in multiple touchpoints with an organisation (such as attending events or participating in discussions) are far more likely to renew? According to the American Society of Association Executives, organisations with higher levels of member engagement report an 80% retention rate, compared to just 45% for those with less engagement
What are effective strategies for member retention in associations?
Retaining members is like maintaining a good friendship. You need to stay in touch, offer value, and – this is crucial – know when to listen.
The strategies for improving retention aren't new, but the way we execute them, powered by data, has evolved. The first step is personalisation. Members no longer want generic content that might be relevant to someone, somewhere. They want content that’s directly relevant to them. And guess what? Your data holds the answer. By segmenting your membership based on their interests and behaviours, you can tailor your communications to suit. For example, someone who’s only been a member for six months likely has very different needs than someone who’s been with you for ten years. Maybe the long-term member is interested in leadership opportunities, while the newbie needs a crash course in networking.
Engaging your members at the right time with the right message can be the difference between a casual, one-off member and a lifelong supporter. A report from MemberWise found that personalised marketing can increase engagement by as much as 20%. So, let the data guide you in curating experiences that make each member feel valued—whether that’s through targeted email campaigns, event invitations, or even something as simple as a personalised thank-you note.
How do membership organisations use data to drive growth?
Growth is great. But blind growth? That’s just chaos waiting to happen. The most successful membership organisations aren’t just focused on growing numbers but on growing strategically. And this is where data, again, steps in. By analysing trends in member acquisition, engagement, and churn, organisations can identify who is likely to join and who is likely to stick around. This shifts the focus from a scattergun recruitment approach to a more precise, data-driven model.
Let’s talk about acquisition. You might think that pushing out content on every channel imaginable is the way to go, but data can tell you where your future members actually are. Are they hanging out on LinkedIn? Or are they more likely to engage through webinars and industry-specific events? Knowing this can save you from wasting valuable marketing budget on channels that aren’t delivering the right results.
But it’s not just about where; it’s about who. Data can highlight the characteristics of your most loyal members—those who engage, renew, and refer others. Use these insights to build profiles of your ideal members, then target similar individuals with your marketing and communications campaigns. A study by McKinsey & Company noted that organisations that leverage data-driven strategies to refine customer segmentation can boost profits by up to 15-20%. Applying this approach to memberships can lead to more strategic, sustainable growth.
What metrics are essential for tracking member engagement?
There’s a saying in marketing: “You can’t manage what you don’t measure.” The same goes for member engagement. If you’re not tracking the right metrics, how do you know what’s working? And more importantly, how do you know what’s not?
Let’s start with the basics: membership growth rate. This tells you whether your recruitment efforts are paying off. But don’t stop there. A high growth rate is useless if you’re haemorrhaging members elsewhere. That’s where churn rate comes into play. Keeping an eye on how many members leave each year gives you insight into whether your engagement and retention strategies need tweaking.
Next up is engagement and participation. Are your members attending the events you put on? If not, why not? Your data can offer insights into which events resonate and which fall flat. A dip in attendance could signal disengagement, while a rise might indicate that you’re hitting the right note.
Finally, track content engagement—whether through newsletters, webinars, or social media. By analysing open rates, click-through rates, and even social shares, you can understand which topics are striking a chord with your members. According to HubSpot, organisations that consistently analyse engagement data can improve their marketing effectiveness by up to 30%.
How can data insights be leveraged for ongoing success?
Having a wealth of data at your fingertips is one thing, but using it to sustain long-term growth and success is quite another. Successful membership bodies continuously refine their strategies by analysing the data they collect. This isn’t a one-off task but an ongoing process of learning and adapting.
The key is to establish a culture of data-driven decision-making within the organisation. Teams should be empowered to use data to inform everything from content creation to event planning and membership benefit offerings. Continuous feedback loops—where member data is constantly assessed, measured, and acted upon—are critical to maintaining relevance and building meaningful relationships with members.
According to Forrester, companies and organisations that adopt a data-driven culture and mindset see a 10% increase in revenue growth. With the right data insights, you can improve current member engagement and anticipate future needs and trends, ensuring your organisation remains at the forefront of your industry. And while data can’t predict the future with perfect accuracy, it can give you a very good idea of where your members want you to go next.
In the end
At the heart of all this is a simple truth: data isn’t just a tool, it’s your compass. It will tell you where your members are, what they care about, and, ultimately, how to keep them engaged. Used properly, data can drive growth, reduce churn, and help you build meaningful, long-term relationships with your members. And if you’re not leveraging it yet? Well, let’s just say there’s no time like the present. Start a conversation today.