Chapter Performance Metrics: Self-Assessments & Recognition Programs
Performance Metrics
When we asked how associations assess chapter performance, respondents mentioned a number of metrics, including:
- Member retention (71%)
- Recruitment (64%)
- Engagement/participation (55%)
Notice how the use of more meaningful assessment metrics has increased since the 2016 Report. The metrics reported in the “Other” category include:
- First-year member renewal
- Voting in officer elections
- PAC contributions
- Meeting a 35% gross margin
Chapter Performance Assessment
Chapter Assessment Tool
Only 29% said they have a formal assessment tool to track chapter performance, for example:
- Dashboards
- Chapter health assessment tool
- Self-assessment tool that chapters use as a roadmap
Chapter Contributions Tracked
For the associations who are tracking chapter performance, they’re primarily capturing two metrics:
- Member retention
- Acquisition rates by chapter
Rewarding High-Performing Chapters
Most associations provide awards to chapters, many based on performance metrics. Why give all the prizes to A+ chapters? Save some of the spotlight for chapters who were once failing but are now improving. Here are some examples from the Billhighway blog.
Recognition Programs
Examples of recognition programs mentioned by survey respondents include:
- Annual conference recognition
- Annual chapter awards and certificates
- Annual “Membership Cup” to the chapter with the most new members and to the chapter with the largest percentage growth
- A call-out of the best performers in the monthly report sent to all chapters
- Digital badges
Financial Rewards/Services
44% of the associations in the survey provide financial rewards or additional services to high-performers. Examples of these include:
- Annual recruitment incentive program
- Free memberships
- Free conference registrations
- Cash awards and rebates
- Speaker travel fees
- Education grants
- Funding for advocacy support
- Funding to implement new initiatives
- Discounts on registrations/branded items
- Complimentary webinar for the following year
Download The Report
Mariner Management, in collaboration with Billhighway, launched this second edition of the Chapter Benchmarking Report. The report was designed to gather industry data that helps associations benchmark their chapter programs against others. We also wanted to fuel the dialogue on what makes an effective chapter—and an effective chapter/association relationship.
