By Tony Rossell, Senior Vice President
Recently, I participated in an online conversation about data analytics methods to evaluate and track member engagement. Understanding how to engage members is critical for associations. In fact, according to the Membership Marketing Benchmarking Report, lack of engagement is the number one reason why members do not renew. Highly engaged members can be relied on to renew and are more likely to volunteer, attend meetings, and make purchases from the association. Identifying members who are not engaged provides an association with the opportunity to i...