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Free Resources

Association Metrics is committed to supporting the professional development of association executives. All of our papers and archived presentations can be downloaded at no charge.

Member Benefits Usage and Awareness

This study examines the percentage of member benefits that members use, without regard for which benefits were used or how members rated them, in the context of member engagement.

Member Benefits Usage and Awareness

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Why Members Belong

Finding out why members join provides valuable information for recruiting new members, but finding out why members belong helps you assess your members’ current needs so you can develop benefits, programs and experiences that will engage more members, retain more members and generate more non-dues revenue.

Why Members Belong

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Services Offered by Association Metrics

This document provides an overview of the analytical services that Association Metrics offers that enable associations to better understand its current members, its lapsed members, and its prospective members. Associations are able to use the conclusions and recommendations to improve the association in ways that will increase the value of its membership, thereby boosting member recruitment, retention, non-dues revenue, and engagement.

Overview of Assocation Metrics Services

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Moving Beyond Satisfied Members to Loyal Members

Moving Beyond Satisfied Members to Loyal Members (Speech)
This 50 minute presentation at the Florida Society of Association Executives in June 2010, explains the differences between satisfied members and loyal members, shows why it is better to measure loyalty than satisfaction, and provides detailed information on how to measure the loyalty of an association’s members.
Moving Beyond Satisfied Members to Loyal Members (Slides)

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Assessing the Negative Impact of Problem Experience on Member Loyalty

This paper explains how you can analyze the problems that members experience with your association: (1) what the leading causes of problems are, (2) which types of problems go unreported, (3) which problems are major (problem prevention), and (4) which problems are minor (problem resolution).
Problems (PDF)

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Why It’s Better to Measure Loyalty Than Satisfaction

Loyalty ratings have replaced satisfaction ratings as the best measure of the strength of the relationship between an association and its members. Loyalty ratings can also be used to measure an individual’s intentions for renewing his/her membership.
Loyalty (PDF)

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Using Top 2 Scores to Assess an Association’s Performance

There are two primary metrics used to track an association’s performance – average ratings, and top 2 scores. This paper compares the two metrics and explains why top 2 scores give a more accurate reflection of how well an association is performing.
Top 2 Scores (PDF)

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Are Some of Your Members Captive?

This paper describes a recent study that examined why members felt compelled to renew their association membership, in spite of giving a low evaluation of their membership value.
Captive Members (PDF)

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Understanding Your Vulnerable Members

Every association has a mix of loyal, neutral, and vulnerable members. This paper explains how you can identify those members who are most at-risk of leaving your association, discover what causes vulnerable members, and what steps you can take to retain those members.
Understanding Vulnerable Members (PDF)

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Why Members Join Your Association

Individuals join associations for a variety of reasons. This paper explains how you can determine the reasons why members join your association, and how you can segment your members on their reasons for joining (and renewing). This enables you to offer benefits and experiences they value, leading to increased retention.
Why Members Join (PDF)

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Who Volunteers? – A Case Study

Volunteers in two professional associations were compared to non-volunteer members to determine how associations could improve on their ability to recruit new volunteers. Also, non-volunteers reported on what their associations could do that would make them more willing to volunteer.
Volunteerism (PDF)

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Impact / Performance Matrix – A Strategic Planning Tool

The matrix is a visual depiction of how all of the aspects of an association (e.g. dues, benefits, publications, conferences, education, website, advocacy) are interrelated, which areas have the greatest impact on members’ perceptions of the organization, which areas are currently in need of improvement, and how to assign an improvement priority to underperforming areas.
Strategic Planning (PDF)

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Generational Differences Among Association Members – 2010 Special Report

This 20 page report examines differences among age generations on why members belong to associations, their likelihood to renew their membership or to recommend the association to others, their participation as volunteers, their social media use, and how they perceive their association’s membership value, dues, and website.
2010 Generational Report

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Shorten Your Member Surveys (And Get Better Information) By Eliminating Importance Questions

This paper explains the pitfalls of asking members to rank the importance of various member benefits and activities in member surveys. An alternative is explained that shortens member surveys and provides more reliable results.
Importance

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