I believe understanding and measuring member engagement is not a fad; it’s a critical part of every association’s long-term survival and relevance.

When associations measure member engagement, they discover that some portion of the membership (20%? 30%? 50%?) is not engaged at all and the natural tendency is to say “We need to do something to get these members engaged!”

It’s an understandable reaction, but in many cases, it may be a mistake to spend too much time and energy trying to get your disengaged members more engaged. And here’s why: some members won’t engage, but will always renew. Click here to read the rest of the article.

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