Data Analysis for Membership

Written By Dr. Michael Tatonetti, CAE, CPP

The following is an excerpt from our book, Pricing for Associations, available now on Amazon.

Analyzing membership data is crucial for understanding your audience and tailoring your offerings to their needs. Here are some data points to consider and questions to ask when assessing membership:

1. Membership Demographics:

  • What is the age distribution of our members?

  • Are there geographical concentrations?

  • What industries do our members primarily belong to?

  • What are the common job titles among our members?

  • How many years of experience do our members typically have?

  • What level of seniority do our members have?

  • Which products are our members engaged in?

  • What educational events have our members attended?

  • Is this member a purchasing decision maker for their organization?

2. Membership Trends:

  • Are we experiencing consistent growth in membership?

  • What is our member retention rate?

  • Are there seasonal trends in engagement?

3. Member Feedback and Satisfaction:

  • How satisfied are members with our current offerings?

  • What aspects of membership do they value the most?

  • What suggestions or criticisms have they shared through feedback?

4. Membership Usage Patterns:

  • How often do members interact with our platform?

  • What types of content or resources do they engage with most frequently?

  • Which events or programs attract the highest participation?

5. Benefits and Features Assessment:

  • Which member benefits or features are most utilized?

  • Are there any benefits or features that see low engagement?

  • What can we do to improve the utilization of underused resources?

6. Member Needs and Expectations:

  • What are the primary goals and expectations of our members?

  • How do members perceive the value of their membership?

  • Are there unmet needs or emerging trends that we should address?

7. Opportunities for Improvement:

  • What are the main challenges members face in their professional lives?

  • Are there areas where our organization could provide solutions or support?

  • How can we enhance our offerings to better align with member needs?

Analyzing member feedback on existing features and identifying opportunities for improvement is a key aspect of data-driven decision-making in the realm of membership. This information will guide you in optimizing your membership offerings to better serve your audience and drive value.

Dr. Michael Tatonetti, CAE, CPP

Dr. Michael Tatonetti is a Certified Association Executive and Certified Pricing Professional on a mission to advance associations in their pricing models for financial sustainability. As a Strategic Consultant and Trainer, he works with associations to harmonize pricing and value across membership, education, sponsorship, events, and marketing.Dr. Michael is a proud Association Forum Forty Under 40 honoree for his dedication to the association field.

https://www.pricingforassociations.com
Previous

Data Analysis for Education
Next

Internal Data Analysis