Engagement is Measured by the Customer

I've written a bunch about measuring engagement in the past. (Click here to read one of my favorites.)

But one thing that's critically important to understand is that ultimately, engagement is not measured by the association, but by the member or customer. Click here for an example of what I mean.

For some members, just being able to read your communications (e.g., magazine, e-newsletter, online community) is engagement enough (we oldtimers used to call these members "mailboxers").

For other members, engagement means attending some or all of your association's events.

And finally, for some it means volunteering; speaking, writing, serving on committees.

But the point is, each of these members feels as engaged as they need to be. And it may be difficult for the association to determine if the individual is "engaged enough."

So as you're measuring engagement, if you find you've got a distribution of members spread all over the engagement map, don't fret; it may be exactly what each member wants!

Wes's Wednesday Wisdom Archives

Share your successes!

May 8, 2024

Share your successes! I was speaking at an association meeting recently and one of the points […]

What are YOUR data integrity reports?

May 1, 2024

What are YOUR data integrity reports? Sitting in an AMS demo with a client recently, […]

You might have to do SOME of the work yourself!

April 24, 2024

You might have to do SOME of the work yourself! Many, many years ago I […]

Don’t manage to the exception!

April 17, 2024

Don’t manage to the exception! One of the universal truths about data management is, wherever possible, […]

It’s always about improvement

April 10, 2024

It’s always about improvement Talking with a client recently, she expressed frustration about one particular project […]

Don’t be a hoarder!

April 3, 2024

Don’t be a hoarder! The simple truth is that it’s almost “free” to collect data. […]

With data analytics (as with most things), keep it simple!

March 27, 2024

With data analytics (as with most things), keep it simple! Over the past several years […]

Don’t forget about periodic maintenance

March 20, 2024

Don’t forget about periodic maintenance Just as most automobiles need periodic maintenance, keeping your data as […]

Users Groups are ALWAYS Valuable

March 13, 2024

Users Groups are ALWAYS Valuable I am a huge fan of users groups. (Here’s a […]

But will you DO anything with that data?

February 28, 2024

But will you DO anything with that data? I frequently exhort my clients to always answer […]

Scroll to Top