Contact Us

The Art of Measuring Member Engagement: Best Practices and Strategies 

Jennifer Alonzo / Association Practice Lead, Fíonta

Salesforce Software
Measuring member engagement is a critical aspect of membership organizations’ success.  

Members’ engagement level can determine an association’s growth, retention, and success. However, measuring engagement can be challenging, and membership organization leaders must understand the best practices and strategies to achieve accurate results. Below, we explore ways to measure member engagement and provide insights into the best practices and strategies that membership organization leaders can use to increase member engagement. We also explore five ways to use Fonteva to track and measure engagement. 

How do you measure the effectiveness of your member engagement initiatives? 

As a professional organization, measuring the effectiveness of your member engagement initiatives is crucial. Doing so lets you determine the impact of your efforts and identify improvement areas. Here are some ways to measure the effectiveness of your member engagement initiatives: 

Survey your members 

  • Design effective surveys: Focus on creating engaging, concise surveys with various question types. 
  • Analyze responses: Discuss how to interpret survey responses to identify trends and areas for improvement. 
  • Action based on feedback: Provide strategies for implementing changes based on member feedback. 

Analyze website and social media metrics 

  • Key metrics to track: Identify essential website and social media metrics like engagement rates, goal conversions, and follower growth. 
  • Interpret data: Review metrics through the context of member engagement. 
  • Adjust digital strategies: Tailor your online presence to better engage members based on this data. 

Attendance at events and webinars 

  • Track and analyze: Explore effective ways to track and analyze attendance trends. Compare registration lists from year to year. Analyze social media sentiment before, during, and after the event. 
  • Post-event engagement: Discuss strategies for engaging members after events, such as follow-up surveys or discussions. 
  • Event quality vs. quantity: Balance the frequency and quality of events for optimal member interest. 

Renewal rates 

  • Understand renewal trends: Analyze renewal rates to gauge overall member satisfaction and the value offered. 
  • Improve renewal strategies: Suggest strategies to improve renewal rates like personalizing communications or offering incentives. Ensure members close to lapsing receive timely emails with increased urgency as their anniversary date approaches. 

Feedback from volunteers and committee members 

  • Structured feedback mechanisms: Suggest ways to collect structured feedback like regular meetings or feedback forms. 
  • Value internal feedback: Highlight the importance of input from volunteers and committee members in understanding engagement effectiveness. 
  • Act on internal insights: Discuss implementing changes based on internal feedback to enhance member engagement. 

Analyze financial data 

  • Cost vs. benefit analysis: Provide information about conducting a financial analysis of engagement initiatives. 
  • ROI calculation: Explain how to calculate the return on investment for engagement activities. 
  • Balance budget and engagement goals: Offer strategies for managing budget constraints while effectively engaging members. 

By focusing on these areas, organizations can gain a deeper understanding of their member engagement effectiveness and make informed decisions to enhance their strategies. 

Five ways to use Salesforce to measure member engagement  

Fonteva, an association management platform built on Salesforce, offers a range of tools and features specifically designed for membership organizations, enabling leaders to track engagement metrics, identify trends, and take targeted actions to improve member engagement – a 360-degree view of your member interactions. 

Utilize member data 

  • Develop comprehensive profiles: These can include interactions, renewal rates, preferences, event attendance, volunteerism and more. 
  • Self-service: Allow your members to update their profiles through the Fonteva portal leading to time savings for staff and better data from which to act. 
  • Data segmentation and analysis: Use Fonteva tools plus Salesforce Campaigns to automatically segment and analyze member data to develop targeted engagement strategies. 

Create engagement reports and dashboards 

  • Customized reporting: Utilize Fonteva’s reporting tools to generate detailed engagement reports. 
  • Trend analysis: Use Fonteva to identify long-term engagement trends and patterns in member behavior. 
  • Build reports and dashboards: Drag-and-drop functionality means code know-how is not necessary. 

Automate communication 

  • Offer different microsites to serve member segments: Manage and personalize content. 
  • Social media integration: Integrate Fonteva with social media platforms using Marketing Cloud for automated campaign tracking and management. 

Use dashboards to track engagement 

  • Customizable dashboards: Build custom dashboards in Salesforce to visualize various engagement metrics. 
  • Member activity tracking: Track member activities like website visits and event attendance using dashboards. 
  • Performance monitoring: Monitor the effectiveness of engagement strategies with dashboards for quick decision-making. 

Online community collaboration 

  • Member directories: Let members keep their information up to date and reach out to other members. 
  • Fonteva Groups and Communities: Share information with your members utilizing dynamic content to drive engagement. 
  • File  sharing: Share files with your online member community using the Fonteva group functionality 

By leveraging these Fonteva features, organizations can enhance their ability to measure and improve member engagement effectively, leading to better member satisfaction and retention. 

Are you ready to elevate your member engagement? Our team of experts is adept at maximizing organizations’ usage of Fonteva, tailoring its functionalities to meet their unique needs. Together, we can transform your member engagement strategies, driving growth, retention, and success in your membership organization. Contact Fíonta today, and let’s maximize your member engagement together. 

Share via
Copy link
Powered by Social Snap