#association analytics

We have two authors today, today the first is Rob Miller, CAE, who many of you know both as a senior association executive until just recently at a trade association as well as president and co-founder of Avectra, the company that invented the modern web-based AMS with the launch of NetForum. Rob is joined by Shane, director of member services at a trade association. Shane and Rob worked together to conceptualize and implement member engagement scoring and both will be sharing their real-world experiences with analytics for associations.

Nucleus puts the power of all your data at your fingertips, the solution is fully responsive which means you can run association analytics on your phone, tablet or PC and is designed to be used by everyone on your staff from your most junior coordinator to your CEO – as well as senior association marketers.

As the director of member services at a trade association with hospital members, we have a staff of about 25 and we conduct two annual conferences per year, one here in DC and one on the west coast.

We get to engage with many of our members at the conferences and our CEO has made it a priority for us and challenged us to increase member engagement and conference attendance and of course the final challenge (we are by definition an advocacy organization) so our team is always looking to build and improve relationships with not only our members but potential number hospitals as well.

We are fortunate enough to have begun a partnership with Gravitate 18 months ago and they introduced us to their Nucleus association analytics software – we found the team at Gravitate was great to work with, they always came prepared they really did their homework – true analytics for associations professionals.

We use Higher Logic, Informz, and iMIS as our other systems, and Gravitate helped us devise a way to track member engagement – we knew that we had to do a better job of tracking and collecting our data but until we began our relationship with Gravitate we didn't really have a system of tracking member engagement-  in fact most of the data itself was at best dumped in an Excel file somewhere and never really looked at again.

Next, in terms of gathering member engagement activity we have data coming from a number of different sources but no real way to collect it, let alone get a sense of what it means and how we can take action on it and Nucleus really helped us blend all that information and create a single association analytics data source that made it possible to understand our members and ultimately act upon all that good info.

It really needed to be easy for everyone to use, not just for me and my membership coordinator, but it had to be a product and a solution that made sense and was intuitive from the coordinator level all the way up to the CEO and everyone in between. Nucleus association analytics proved to do t

I thought the dashboards were are really easy to use and pretty intuitive, member engagement scoring captures member behavior which kind of takes us to a whole new level of understanding our members and ultimately how to best reach them and then to market to them and the results have been really good for us. As an Association Marketer, I personally have really enjoyed working with this data analytics for associations product and my coordinator absolutely loves it, she says it’s so intuitive and she can find answers to her to her questions simply and easily.

Low Engagement - I can easily find members of low engagement - I think a lot of us know that low engaged members are unfortunately the most likely to drop their membership so I'm able to find these folks are not very highly engaged then I pursue them whether with a call or an email and I engage them and make sure that they are educated on their tools and resources available.

High Engagement – I find members with high engagement so these because if a

potential members open an email or attends an event here or there they're probably a little bit more

likely to ultimately join our association which it which is wonderful and it's also a nice place to find individuals with high engagement who don't attend our conference because they're a perfect candidate to attend a conference because they're engaged in other ways. My CEO really loves that it's an easy tool to identify and evaluate board nominees based on composite Member Engagement scores – we looked at those and it became the first step we took in kind of understanding who might be the best option to become a member of our board.