In a rapidly evolving landscape, traditional metrics alone are no longer enough to drive meaningful growth for membership organisations. This practical session explores how associations can redefine success by aligning the right data with strategic goals. From recruitment and retention to engagement and lapses, we’ll examine what leading membership bodies are measuring and what they should be measuring to stay relevant and responsive. We’ll also explore how digital tools and platforms offer new opportunities for tracking behaviour, segmenting audiences, and forecasting future needs.

Drawing on real-world examples, this session will help you understand how to use data to:

Identify early indicators of churn and loyalty
Align recruitment efforts with high-value prospects
Tailor engagement strategies based on member segments
Measure digital engagement in ways that go beyond vanity metrics
Create a metrics framework that informs growth and impact

This expert-led deep-dive session is highly interactive and contributive:

Introduction to the key issues from the Session Leader
Review of delegates' situation (from the session survey completed by attendees)
Structured discussion of the issues highlighted by delegates, with multiple threads
Break
Experience sharing by delegates either to the room or at round tables
Break-out into sub-topic issues
Review and wrap-up

The format may be adjusted to address the needs identified in the session surveys that are completed by delegates a 6-8 weeks before the event.

21. Redefining Success: Metrics That Matter in Today’s World

Speakers

Lisa Collins