01/08/2018

Tie ’Em to the Real World

How to make engagement scores more meaningful

In the association world, is there any word more frequently used than “engagement?" Engagement scoring is just one of the many ways associations try to make sense of the reams of data they have on member interactions. But do small variations in scores across all members actually reveal anything useful?

“Often, member engagement scores have little to do with the real world and need to connect to something more substantial to reflect how our members actually interact with our organizations and why they do it,” wrote Kerry Cosby in a recent blog post for Association Success.

Cosby recommended re-calibrating your engagement scores with a specific achievable goal in mind. “It is much better to have an outcome in mind from the beginning,” he said. “Are we interested in how engagement leads to continued membership? How about the relationship between engagement and leadership development? Maybe we want to know how engagement helps our members advance in their careers.”

Please click here to read the complete article from Associations Now.