In order to generate reports based on these types of demographics, the organization must populate.Data marts give associations the ability to monitor and measure their association’s performance and to analyze member/customer behavior in a way that can provide insight into past trends and, therefore, help each association predict future trends and identify courses of action. Associations define Key Performance Indicators (KPIs) before defining departmental objectives that help support the strategic goals of the association as measured by the KPIs.
During interviews about the membership area, customers identified business questions they want the ability to answer with the data mart. The questions include those identified by professional societies and trade organizations. Personify has consolidated and standardized these questions and architected the membership data mart to answer the questions listed in this section.
As additional data marts are implemented, associations can complete more complex analytics related to the range of products and services offered by the association to its members, as well as analytics related to member/customer satisfaction, finances, etc. Obviously, if an organization does not track some of the demographics listed below, those demographics would not be included in that organization’s data mart.
Also, there are a number of customer attributes calculated by the ETL and populated to the Membership Data Mart, such as “Lifetime Through Last Quarter Purchase Amount”, “Total Concurrent Years as a Member”, “Total Years as a Member”, etc., that depend on how much data is in an organization’s operational database. If an organization has 20 years of data, then “lifetime” and “total years” represents 20 years, unless previous membership and purchasing history was captured from the legacy system.
Action opportunities for a membership director definitely deal with increasing the number of new members and retaining current members. However, understanding the characteristics of the current members also presents opportunities for action that can help an association reach a membership goal. For example, understanding the demographics of the current members provides insight into the type of prospect more likely to join, as well as the type of prospect not as likely to join. With this insight, the organization may market more aggressively to prospects with similar demographics as the current members because of their willingness to join in the past. They may also make changes in marketing geared toward prospects with demographics similar to those that did not join in the past in hopes of gaining them in the future.
The following is the Current Membership KPI tracked in the base Membership Advantage Data Mart:
Current Membership KPI:
What is the total number of current, active members the organization has, and how does that number compare to the organization’s goal of total current, active members it wants by year end? This is displayed using a thermometer icon.
In addition, the Membership Advantage Data Mart has been architected to provide the following business information related to an association’s current membership:
For the current membership, show a breakdown of member counts and membership revenue values by the following demographics:
· Membership type
· Gender (professional)
· Age bracket (professional)
· Job function and industry
· Geographic location
o Census Region, Census Division, State and/or City
· Membership tenure bracket (consecutive and total years-as-a-member)
· Membership term
o One-year members, two-year members, etc.
· Income (professional) or revenue (trade)
· Education level (professional)
· Staff size (trade)
· Within membership type:
o Gender (professional)
o Job function and industry
o Age bracket (professional)Geographic location
§ National vs. International
§ Continent
§ Country
§ Census Region, Census Division, State and/or City
· Membership tenure bracket (consecutive and total years-as-a-member)
· Income (professional) or revenue (trade)
· Education level (professional)
· Staff size (trade)
· Within membership type, by payment status or method:
o Fully paid, partially paid or complimentary
o Self-paid, employer-paid, or other
o Automatically renew by credit card or EFT
o Single payment or multiple payments
In order to generate reports based on these types of demographics, the organization must populate.
o National vs. International
o Continent
o Country (those values in Personify360). In addition, Personify expects organizations to have their own specific demographics they want to add to the CustomerDemographics dimension.
Compare and show the difference (in percentage) for the aforementioned demographics broken down by the following time periods:
· Last month
· Last year in the same month
· X-number of years ago (e.g., 3 years ago, 5 years ago) in the same month
· Year-to-date
What are the average demographic characteristics of our members? From this, you can see the demographic areas in which an association lacks members.
Are certain demographics trending up or down (i.e., gaining more females, losing more members in the 21-25 age bracket)?
What is the difference in member count and revenue amount and percentage of increase or decrease of total membership sales (new, renewed, reinstated) for the following time periods versus the current month:
· Last month
· Last year in the same month
· X-number of years ago (e.g., 3 years ago, 5 years ago) in the same month
· Year-to-date
Is this trending up or down?
What are the current membership statistics by membership tenure, from longest tenure to shortest? Show this broken down by the following demographics:
· Membership type
· Gender
· Job Function and Industry
· Geographic Location
o National vs. International
o Continent
o Country
o Census Region, Census Division, State and/or City
· Income (professional) or Revenue (trade)
· Education (professional)
· Staff Size (trade)
What demographics identify members who are more likely to be short-term members?
What demographics identify members who are more likely to be long-term members?
What are the current membership statistics by membership term (i.e., one-year members, two-year members, etc.)? Show this broken down by the following demographics:
· Membership type
· Gender
· Job Function and Industry
· Geographic Location
o National vs. International
o Continent
o Country
o Census Region, Census Division, State and/or City
· Income (professional) or Revenue (trade)
· Education (professional)
· Staff Size (trade)
What is the average lifetime value (in terms of total purchases) of members within groups defined in five-year increments by membership tenure? Show this broken down by the following demographics:
· Membership type
· Gender
· Job Function or Industry
· Geographic Location
o National vs. International
o Continent
o Country
o Census Region, Census Division, State and/or City
· Income (professional) or Revenue (trade)
· Education (professional)
· Staff Size (trade)
What demographics identify members who are of the highest lifetime value?
What demographics identify members who are of the lowest lifetime value?
What is the average lifetime value of members based on their current membership tenure as compared to the same group of members in the following time periods:
· Last month
· 6 months ago
· Last year in the same month
· X-number of years ago (e.g., 3 years ago, 5 years ago) in the same month
Is this trending up or down?
Show this broken down by the following demographics:
· Membership type
· Gender
· Job Function or Industry
· Geographic Location
o National vs. International
o Continent
o Country
o Census Region, Census Division, State and/or City
· Income (professional) or Revenue (trade)
· Education (professional)
· Staff Size (trade)
What are the member counts and revenue value amounts for members scheduled to renew automatically by credit card (or EFT) versus those who will be billed? How does this compare to the following time periods:
· Last month
· 6 months ago
· Last year in the same month
· X-number of years ago (e.g., 3 years ago, 5 years ago) in the same month
Is this trending up or down?
Show this broken down by the following demographics:
· Membership type
· Gender
· Job Function or Industry
· Geographic Location
o National vs. International
o Continent
o Country
o Census Region, Census Division, State and/or City
· Income (professional) or Revenue (trade)
· Education (professional)
· Staff Size (trade)
What are the member counts and revenue value amounts for members with their primary employer as the bill-to customer on their membership order? How does this compare to the following time periods:
· Last month
· 6 months ago
· Last year in the same month
· X-number of years ago (e.g., 3 years ago, 5 years ago) in the same month
Is this trending up or down?
Show this broken down by the following demographics:
· Membership type
· Gender
· Job Function or Industry
· Geographic Location
o National vs. International
o Continent
o Country
o Census Region, Census Division, State and/or City
· Income (professional) or Revenue (trade)
· Education (professional)
· Staff Size (trade)
Doing analysis related to new members as well as reinstated members can provide an organization with additional actions to take in order to increase its member-recruitment results. By understanding the demographics and other attributes related to new and reinstated members, an organization can identify those associated with prospects more likely to join and former members more likely to rejoin and solicit them in a targeted and focused manner.
An organization can also identify demographic groups where membership recruitment seems to be lagging and come up with specific campaigns designed to appeal to those groups. Member-recruitment analytics can also identify situations where recruitment in a particular demographic group looks to be falling off based on previous years, so the association can take corrective action before the drop-off becomes severe.
The following is the key performance indicator related to Member Recruitment that is tracked in the base Membership Advantage Data Mart:
Member Recruitment KPI
What is the total number of new members the organization has recruited year-to-date, and how does the number compare to the organization’s goal of total new members it wants to achieve by year end? The goal can be modified to include “New” and “Reinstated” members, if the organization desires. This is displayed using a thermometer icon.
(Base Membership Advantage logic identifies a "new" member as a member who has either never been a member or who has not been a member for at least one year. A member who rejoins within one-year of lapsing is counted as a reinstated member.)
In addition, the Membership Advantage Data Mart has been architected to provide the following business information related to an association’s member recruitment:
1. What is the difference in member count and revenue amount and percentage of increase or decrease of total membership sales for new memberships for the following time periods:
· Last month
· Last year in the same month
· X-number of years ago (e.g., 3 years ago, 5 years ago) in the same month
· Year-to-date
Show this broken down by the following demographics:
· Membership type
· Gender
· Age bracket
· Job function and industry
· Geographic location
o National vs. International
o Continent
o Country
o Census Region, Census Division, State and/or City
What are the average demographics of our first-time members?
How does this compare with the demographics of the current membership?
This information shows demographic areas where new members rarely join, as well as identify areas where new-member recruitment is more successful.
2. For new members, what is the member count and revenue amount by membership term (i.e., one-year members, two-year members, life members)? Show this broken down by the following demographics:
· Membership type
· Gender
· Age bracket
· Job Function and Industry
· Geographic Location
o National vs. International
o Continent
o Country
o Census Region, Census Division, State and/or City
· Income (professional) or Revenue (trade)
· Education (professional)
· Staff Size (trade)
3. For new members, what is the difference in member count and sales amount and percentage of increase or decrease of total membership sales by source (market code, list code, key code, order method) for new memberships? Show and compare the current month to the following time periods:
· Last month
· Last year in the same month
· X-number of years ago (e.g., 3 years ago, 5 years ago) in the same month
· Year-to-date
Where/what type of marketing efforts is the most successful in acquiring new members?
Are members responding to one type of communication better than another?
4. What is the percentage of new members who were active customers previous to becoming a member? Show this broken down by the type of product purchased by a customer. How many years were they a customer before they became a member? (Note: Customer attributes will be used for this: OriginalPurchaseDate, OriginalMembershipJoinDate, OriginalProductTypePurchase) Show this broken down by the following demographics:
· Membership type
· Gender
· Age bracket
· Job Function and Industry
· Geographic Location
o National vs. International
o Continent
o Country
o Census Region, Census Division, State and/or City
· Income (professional) or Revenue (trade)
· Education (professional)
· Staff Size (trade)
5. What is the percentage of new members who just joined and have their primary employer as the bill-to customer on their membership order? Show and compare the current month to the following time periods:
· Last month
· 6 months ago
· Last year in the same month
· X-number of years ago (e.g., 3 years ago, 5 years ago) in the same month
Is this trending up or down?
Show this broken down by the following demographics:
· Membership type
· Gender
· Job Function or Industry
· Geographic Location
o National vs. International
o Continent
o Country
o Census Region, Census Division, State and/or City
· Income (professional) or Revenue (trade)
· Education (professional)
· Staff Size (trade)
6. What is the percentage of new members who opted for automatic renewal of their membership (via credit card or EFT). Show and compare the current month to the following time periods:
· Last month
· 6 months ago
· Last year in the same month
· X-number of years ago (e.g., 3 years ago, 5 years ago) in the same month
Is this trending up or down?
Show this broken down by the following time periods:
· Membership type
· Gender
· Age Bracket
· Job Function and Industry
· Geographic Location
o National vs. International
o Continent
o Country
o Census Region, Census Division, State and/or City
· Income (professional) or Revenue (trade)
· Education (professional)
· Staff Size (trade)
· Membership term
7. What is the number and percentage of new members whose membership is complimentary? Also show the number and percentage of new members whose membership is fully paid versus partially paid. Show and compare the current month to the following time periods:
· Last month
· 6 months ago
· Last year in the same month
· X-number of years ago (e.g., 3 years ago, 5 years ago) in the same month
Is this trending up or down?
Show this broken down by the following time periods:
· Membership type
· Gender
· Age Bracket
· Job Function and Industry
· Geographic Location
o National vs. International
o Continent
o Country
o Census Region, Census Division, State and/or City
· Income (professional) or Revenue (trade)
· Education (professional)
· Staff Size (trade)
· Membership term
Retaining existing members is a key strategic component for an organization with a goal of maintaining or increasing current membership. When considering “actionable” analytics in the area of membership retention, monitoring the rate of member-retention over a current period of time as compared to the same period of time in previous years is an effective way to measure an organization’s progress towards its membership goals. Delving deeper into those analytics, an organization can better understand the demographics and other attributes or behaviors that are associated with members most likely to renew, so as to be able to better predict future renewal rates.
Conversely, being able to understand the characteristics of members most likely to lapse also provides organizations with a clear plan of action to target those members before they lapse.
The following is the key performance indicator related to Member Retention that is tracked in the base Membership Advantage Data Mart:
Member Retention KPI;
What is the year-to-date rate-of-retention for members, and how does the rate compare to the organization’s annual retention-rate goal? This is displayed using a thermometer icon.
(Rate-of-retention is calculated as follows: for all of the members due to renew from the beginning of the year through the current date, how many of those members have renewed? “Due-to-renew” for a particular month means members whose membership expires in that month. As long as a member renews within the grace period, that member is considered a renewal.)
In addition, the Membership Advantage Data Mart has been architected to the following business information related to an association’s member retention:
1. What is the difference in the member count and sales amount value for members who are due-to-renew this month compared to the following time periods:
· Last month
· Last year in the same month
· X-number of years ago (e.g., 3 years ago, 5 years ago) in the same month
· Year-to-date
Show this broken down by the following demographics:
· Membership type
· Gender
· Age bracket
· Job Function and Industry
· Geographic Location
o National vs. International
o Continent
o Country
o Census Region, Census Division, State and/or City
· Income (professional) or Revenue (trade)
· Education (professional)
· Staff Size (trade)
· Membership tenure bracket (consecutive and total years-as-a-member)
· Membership term (before renewal)
· Membership term (after renewal)
Also show the same for members who renewed in the current month.
2. Of the members due to renew this month who have renewed at least once before, what is the percentage and count of those who renewed after the first notice, the second notice, the third notice, and the fourth notice during their previous renewal. Show and compare this month to the following time periods:
· Last month
· Last year in the same month
· X-number of years ago (e.g., years ago, 5 years ago) in the same month
· Year-to-date
Show this broken down by the following demographics:
· Membership type
· Gender
· Age bracket
· Job Function and Industry
· Geographic Location
o National vs. International
o Continent
o Country
o Census Region, Census Division, State and/or City
· Income (professional) or Revenue (trade)
· Education (professional)
· Staff Size (trade)
· Membership tenure bracket (consecutive and total years-as-a-member)
· Membership term (before renewal)
· Membership term (after renewal)
For national renewals, what is the break down by chapter membership?
Is there a correlation between age, member type, or length of membership between how quickly a member renews?
Is there a correlation between chapter membership and how quickly a national membership is renewed (might indicate that certain chapters are more proactive in encouraging their members to renew)?
Also show the same thing for members who did renew this month.
3. What is the difference in membership counts and revenue value for members defined to automatically renew by credit card or EFT for the current month as compared to the following time periods:
· Membership type
· Gender
· Age bracket
· Job Function and Industry
· Geographic Location
o National vs. International
o Continent
o Country
o Census Region, Census Division, State and/or City
· Income (professional) or Revenue (trade)
· Education (professional)
· Staff size (trade)
· Membership tenure bracket (consecutive and total years-as-a-member)
· Membership term (before renewal)
What demographics represent the majority of our members renewing by credit card?
How does this compare with the demographics of our overall membership?
Are there demographic areas we can target to increase this?
4. Of the members due to renew this month, what is the percentage, count, and revenue value for those that are new members for the current month as compared to the following time periods:
· Last month
· Last year in the same month
· X-number of years ago (e.g., 3 years ago, 5 years ago) in the same month
· Year-to-date
Show this broken down by the following demographics:
· Membership type
· Gender
· Age bracket
· Job Function and Industry
· Geographic Location
o National vs. International
o Continent
o Country
o Census Region, Census Division, State and/or City
· Income (professional) or Revenue (trade)
· Education (professional)
· Staff size (trade)
· Membership term (before renewal)
5. What is the difference in member count and sales amount and the percentage of increase or decrease of total membership sales by source (market code, list code, key code, order method) for renewals for the current month compared to the following time periods:
· Last month
· Last year in the same month
· X-number of years ago (e.g., 3 years ago, 5 years ago) in the same month
· Year-to-date
Where/what type of marketing efforts is the most successful in acquiring new members?
Did members respond to one type of communication better than another?
Did more members renew when notified by email rather than by mail?
6. What is the difference in the percentage rate of renewed members who attended this year’s annual conference versus those who did not attend this year’s annual conference? What about for a member who has attended two conferences in the last 3 years versus a member who only attended one conference in three years?
Is there a point at which attendance at an annual conference is a reliable indicator that a member will continue as a member? (Note: A customer attribute will be included, “AttendedLastAnnualConferenceIndicator”.)
7. Compare the percentage rate of renewed members who purchased one or more products. (Note: can use either of the following customer attributes: YearThroughLastQuarterPurchaseAmount or LastYearPurchaseAmount)
8. What is the percentage of renewed members this month who have their primary employer as the bill-to customer on their membership order. How does this compare to:
· Last month
· 6 months ago
· Last year in the same month
· X-number of years ago (e.g., 3 years ago, 5 years ago) in the same month
Is this trending up or down?
Show this broken down by the following demographics:
· Membership type
· Gender
· Job Function or Industry
· Geographic Location
o National vs. International
o Continent
o Country
o Census Region, Census Division, State and/or City
· Income (professional) or Revenue (trade)
· Education (professional)
· Staff Size (trade)
9. Of the members due to renew this month, how many are set to renew automatically by credit card or EFT versus those that will need to be billed? How does the current month compare to following time periods:
· Last month
· 6 months ago
· Last year in the same month
· X-number of years ago (e.g., 3 years ago, 5 years ago) in the same month
Is this trending up or down?
Show this broken down by the following demographics:
· Membership type
· Gender
· Job Function and Industry
· Geographic Location
o National vs. International
o Continent
o Country
o Census Region, Census Division, State and/or City
· Income (professional) or Revenue (trade)
· Education (professional)
· Staff Size (trade)
· Membership tenure (consecutive years and total years)
· Membership term
For national memberships, what is the break down by chapter membership?
What about for members who renewed this month?
10. What is the percentage of members who renewed who have their primary employer as the bill-to customer on their membership order? How does the current month compare to the following time periods:
· Last month
· 6 months ago
· Last year in the same month
· X-number of years ago (e.g., 3 years ago, 5 years ago) in the same month
Is this trending up or down?
Show this broken down by the following demographics:
· Membership type
· Gender
· Job Function or Industry
· Geographic Location
o National vs. International
o Continent
o Country
o Census Region, Census Division, State and/or City
· Income (professional) or Revenue (trade)
· Education (professional)
· Staff Size (trade)
11. What is the percentage of members who renewed and opted for automatic renewal of their membership (via credit card or EFT)? How does the current month compare to the following time periods:
· Last month
· 6 months ago
· Last year in the same month
· X-number of years ago (e.g., 3 years ago, 5 years ago) in the same month
Is this trending up or down?
Show this broken down by the following time periods:
· Membership type
· Gender
· Age Bracket
· Job Function and Industry
· Geographic Location
o National vs. International
o Continent
o Country
o Census Region, Census Division, State and/or City
· Income (professional) or Revenue (trade)
· Education (professional)
· Staff Size (trade)
· Membership term
12. Of the members who did renew, what is the number and percentage who received a complimentary membership? Also, what is the number and percentage received a fully paid versus partially paid membership.? How does the current month compare to the following time periods:
· Last month
· 6 months ago
· Last year in the same month
· X-number of years ago (e.g., 3 years ago, 5 years ago) in the same month
Is this trending up or down?
Show this broken down by the following demographics:
· Membership type
· Gender
· Age Bracket
· Job Function and Industry
· Geographic Location
o National vs. International
o Continent
o Country
o Census Region, Census Division, State and/or City
· Income (professional) or Revenue (trade)
· Education (professional)
· Staff Size (trade)
· Membership term
13. For the current month, what is the rate of renewal? How does the current month compare to the following time periods:
· Last month
· 6 months ago
· Last year in the same month
· X-number of years ago (e.g., 3 years ago, 5 years ago) in the same month
Also, how does the membership rate of renewal for the current year-to-date compare to the last three years.
Is this trending up or down?
Show this broken down by the following demographics:
· Membership type
· Gender
· Age Bracket
· Job Function and Industry
· Geographic Location
o National vs. International
o Continent
o Country
o Census Region, Census Division, State and/or City
· Income (professional) or Revenue (trade)
· Education (professional)
· Staff Size (trade)
· Membership term
· Concurrent Years as a Member
14. For the current month, what is the number of members who renewed on the first renewal notice, the second renewal notice, and the third renewal notice? Show and compare the current month to the following time periods:
· Last month
· 6 months ago
· Last year in the same month
· X-number of years ago (e.g., 3 years ago, 5 years ago) in the same month
Also, how do the same counts for the current year-to-date compare to the last three years?
Is this trending up or down?
Show this broken down by the following demographics:
· Membership type
· Gender
· Age Bracket
· Job Function and Industry
· Geographic Location
o National vs. International
o Continent
o Country
o Census Region, Census Division, State and/or City
· Income (professional) or Revenue (trade)
· Education (professional)
· Staff Size (trade)
· Membership term
· Concurrent Years as a Member
See questions in Member Transitions for additional renewal-related questions.
Member transitions are also counted as part of Membership Retention, but it can also be broken out separately. Member transitions include members who transfer from one type of membership to another, such as a student member transitioning to a regular membership, or when a member in one chapter transfers to another chapter. Lastly, member transitions include information about members who transfer from one rate to another, such as a member transferring from a one-year membership to a two-year membership.
1. For the current month, what is the rate of membership transitions by membership type? How does the current month compare to the following time periods:
· Last month
· 6 months ago
· Last year in the same month
· X-number of years ago (e.g., 3 years ago, 5 years ago) in the same month
2. For the current month, what is the rate of membership transitions by membership term, such as when a member goes from a one-year term to a two-year term or to a life membership? How does the current month compare to the following time periods:
· Last month
· 6 months ago
· Last year in the same month
· X-number of years ago (e.g., 3 years ago, 5 years ago) in the same month
Show this broken down by the following demographics:
· Membership type
· Gender
· Job Function or Industry
· Geographic Location
o National vs. International
o Continent
o Country
o Census Region, Census Division, State and/or City
· Income or revenue
· Education (professional)
· Staff size (trade)
What about for members who went from a longer term to a shorter term?
3. Of the members who renewed who had been complementary members, what member types did they renew to? How does the current month compare to the following time periods:
· Last month
· 6 months ago
· Last year in the same month
· X-number of years ago (e.g., 3 years ago, 5 years ago) in the same month
Show this broken down by the following demographics:
· Gender
· Age Bracket
· Job Function and Industry
· Geographic Location
o National vs. International
o Continent
o Country
o Census Region, Census Division, State and/or City
· Income (professional) or Revenue (trade)
· Education (professional)
· Staff Size (trade)
For questions about members who transfer from one chapter to another, see the section below on Chapters.
Membership lapses are the flip-side of member retention when a current member cancels their membership or allows it to expire or lapse.
1. What percent of members that can lapse do lapse? Compare and show counts and revenue value and the percentage of increase or decrease of members who lapsed this month as compared to:
· Last month
· Last year in the same month
· X-number of years ago (e.g., 3 years ago, 5 years ago) in the same month
· Year-to-date
Show this broken down by the following demographics:
· Membership type
· Gender
· Age bracket
· Job Function and Industry
· Geographic Location
o National vs. International
o Continent
o Country
o Census Region, Census Division, State and/or City
· Income (professional) or Revenue (trade)
· Education (professional)
· Staff size (trade)
2. What is the percentage of members who lapsed and had their dues paid for by their employer versus members who paid their own dues? How do the member counts and revenue value for the current month compare to the following demographics:
· Last month
· Last year in the same month
· X-number of years ago (e.g., 3 years ago, 5 years ago) in the same month
· Year-to-date
Show this broken down by the following demographics:
· Membership type
· Gender
· Age bracket
· Job Function or Industry
· Geographic Location
o National vs. International
o Continent
o Country
o Census Region, Census Division, State and/or City
· Income (professional) or revenue (trade)
· Education (professional)
· Staff size (trade)
3. What is the percentage of increase or decrease of members who lapsed this month by term (e.g., three-year members, two-year members, one-year members)? How do the member counts and revenue value for the current month compare to the following demographics:
· Last month
· Last year in the same month
· X-number of years ago (e.g., 3 years ago, 5 years ago) in the same month
· Year-to-date
Show this broken down by the following demographics:
· Membership type
· Gender
· Age bracket
· Job Function and Industry
· Geographic Location
o National vs. International
o Continent
o Country
o Census Region, Census Division, State and/or City
· Income (professional) or Revenue (trade)
· Education (professional)
· Staff size (trade)
4. What is the percentages of members who lapsed by membership tenure bracket (both for consecutive years and total years)? How do the member counts and revenue value for the current month compare to the following demographics:
· Last month
· Last year in the same month
· X-number of years ago (e.g., 3 years ago, 5 years ago) in the same month
· Year-to-date
Show this broken down by the following demographics:
· Membership type
· Gender
· Age bracket
· Job Function and Industry
· Geographic Location
o National vs. International
o Continent
o Country
o Census Region, Census Division, State and/or City
· Income (professional) or Revenue (trade)
· Education (professional)
· Staff size (trade)
Are membership lapses of longer-tenured members trending up or down?
Is there a point of membership tenure (excluding life) after which there is a low percentage that a member will lapse?
5. For members who lapse the first time, what is the average length of time between when the member first joined and when they lapse? How do the member counts and revenue value for the current month compare to the following demographics:
· Last month
· Last year in the same month
· X-number of years ago (e.g., 3 years ago, 5 years ago) in the same month
· Year-to-date
Is this trending up or down (i.e., are we retaining our first year members longer?)?
6. What are percentages for members who lapse the first time for the following demographics:
· Membership type
· Gender
· Age bracket
· Job Function and Industry
· Geographic Location
o National vs. International
o Continent
o Country
o Census Region, Census Division, State and/or City
· Income (professional) or Revenue (trade)
· Education (professional)
· Staff size (trade)
7. What is the percentage of members who lapsed that were also complementary members? How do the percentages for the current month compare to the following demographics:
· Last month
· Last year in the same month
· X-number of years ago (e.g., 3 years ago, 5 years ago) in the same month
· Year-to-date
Show this broken down by the following demographics:
· Membership type
· Gender
· Age bracket
· Job Function or Industry
· Geographic Location
o National vs. International
o Continent
o Country
o Census Region, Census Division, State and/or City
· Income (professional) or revenue (trade)
· Education (professional)
· Staff size (trade)
8. What are the percentages of national lapsed membership by chapter membership and by section membership.?
If members belonging to a particular chapters have a lower rate of lapsing, it may indicate that there are some chapters that provide services that is perceived by its members to be more valuable than other chapters (hence the lower rate of lapsing members).
1. What is the percentage of lapsed members who reinstate, and what is the average length of time between when a member lapses to when the member reinstates? How do the percentages for the current month compare to the following time periods:
· Last month
· Last year in the same month
· X-number of years ago (e.g., 3 years ago, 5 years ago) in the same month
· Year-to-date
2. For members who reinstated this month, what is the difference between the membership counts and revenue value for the current month to the following time periods:
· Last month
· Last year in the same month
· X-number of years ago (e.g., 3 years ago, 5 years ago) in the same month
· Year-to-date
Show this broken down by the following demographics:
· Membership type
· Gender
· Age bracket
· Job Function and Industry
· Geographic Location
o National vs. International
o Continent
o Country
o Census Region, Census Division, State and/or City
· Income (professional) or Revenue (trade)
· Education (professional)
· Staff size (trade)
3. What is the percentage of increase or decrease of total membership revenue by source (market code, list code, key code, order method) for reinstatements for this month? How do the member counts and revenue amounts for the current month compare to the following time periods:
· Last month
· Last year in the same month
· X-number of years ago (e.g., 3 years ago, 5 years ago) in the same month
· Year-to-date
Show this broken down by the following demographics:
· Membership type
· Gender
· Age bracket
· Job Function and Industry
· Geographic Location
o National vs. International
o Continent
o Country
o Census Region, Census Division, State and/or City
· Income (professional) or Revenue (trade)
· Education (professional)
· Staff size (trade)
Where/what type of marketing efforts is the most successful in convincing former members to reinstate?
Are members responding to one type of communication better than another? Are more members renewing when notified by email rather than by mail, for example.
1. For chapter members, what are the member counts for each month broken down by the following demographics:
· Membership type
· Gender
· Age bracket
· Job Function and Industry
· Geographic Location
o National vs. International
o Continent
o Country
o Census Region, Census Division, State and/or City
· Income (professional) or Revenue (trade)
· Education (professional)
· Staff size (trade)
2. For each chapter, show transitions from one chapter to another by month and geographic location of the member.
This is to evaluate whether chapter fees for certain types of members might be high enough that it is driving members to join chapters of contiguous states.
3. For section/SIG members, what are the member counts for the following demographics:
· National member type
· Gender
· Age bracket
· Job Function and Industry
· Income (professional) or Revenue (trade)
· Education (professional)
· Staff size (trade)
· Chapter membership. This will identify chapters that appear to be encouraging their members to join special interest groups.
4. What is the correlation between membership retention and the following:
· Section membership
· Chapter membership in an “active” chapter (i.e., a chapter that has lots of meetings)
See Also:
· Overview: Membership Advantage Data Mart
· Membership Data Warehouse Reports
· Membership Advantage Dashboard
· Membership Advantage Procedures and Considerations
· Membership Advantage Universe