In a few weeks I’ll be speaking at ASAE’s Marketing, Membership & Communications Conference. My session will be on leveraging your organization’s AMS to improve marketing and communications efforts.

One of the points I’m going to touch on is the need for associations to measure member engagement by tracking all the different channels that members can engage with the association (e.g., membership, committee service, speaking, etc.) and “weighting” those activities in order to identify your strongest (and weakest) members and customers. I’ll discuss how some associations are doing this and how more associations should be doing it.

So I was very pleased to learn this week (during demos with one of my clients) that at least two association management software vendors (ACGI and Avectra) have now “baked” this type of weighting directly into their respective AMS products. In similar manner, both are tracking all the transactions that occur within the database and then “scoring” those transactions based on weighting provided by the association.

This is very cool and VERY powerful functionality. Every smart marketer knows that your best customers are the ones you need to market to the most. And defining “best customer” is different for different associations. These kinds of scoring tools will go a long way toward identifying best customers and helping us to communicate and market more effectively.

Full disclosure: EDM is an independent third-party consulting firm. This means we have no financial relationship with any of the vendors mentioned in this blog. We provide unbiased opinions on what we see.