USE MEMBER ENGAGEMENT DATA TO MAKE A CASE FOR INVESTING IN CHAPTERS
The C-suite and board can easily see how much your association spends on chapters, but the chapter ROI isn’t so obvious. Chapter member engagement data proves that the resources your association invests in chapters is justified. This data also supports your argument for additional chapter resources from HQ.
Leadership decisions about chapter resources should be based on data, not assumptions. Preventing knee-jerk decisions is especially important when HQ staff and board members aren’t clued into local chapter culture, community and activities, and don’t “get” the role of chapters in members’ lives.
Chapter member engagement data is the intel that helps you keep membership growing and chapters playing a vital role in helping your association fulfill its mission. It shows the value your members get from their chapters.
Chapters with engaged members help your association achieve its goals and improve your association’s bottom line by:
- Recruiting members
- Saving memberships by delivering value on the local or state level
- Spreading awareness of HQ benefits
- Increasing the audience for HQ programs
- Strengthening member loyalty
Local is where it’s at for many members. Associations are not alone in this phenomenon. During the pandemic, megachurches, like associations, couldn’t have in-person services, so they went virtual. They organized members into small groups who meet for bible study and socializing. As a result, church membership and revenue are still growing, despite the pandemic.
Your chapters are like those small, local groups. They’re the face of association membership, the boots on the ground. Your association needs to leverage them more, not less, to help you deliver membership value—and see a positive impact on retention, reach and revenue.
Chapters are the golden geese for associations. Their strength contributes to your impact. But you need to know what’s going on in them. You need to know how members are engaging—or not engaging—so you can help chapters contribute to your bottom line and you can both continue delivering value to your members.
During our webinar, “Chapter Performance Reimagined: Taking Your Association’s Growth to the Next Level,” attendees learned how their association can mobilize chapters to better serve members, and increase recruitment, retention and revenue. If you were unable to join us for the webinar, here’s a link to the session recording and the slide deck.