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As Jack Welch, management guru and former CEO of GE noted, “You can’t manage what you don’t measure.” We would add an important corollary to his observation: “You manage what you measure.” The latter is especially important because most associations’ chapters typically count the metrics that are easy to count rather than the metrics that should be counted. Those metrics, in turn, tend to be the primary drivers of the chapter’s activity, often leaving critical areas un-served or under-served.
Membership count, renewal percentage, event attendance, contribution to reserves, etc. usually lead the measurement parade for chapters. Few chapters, however, make the performance measurement leap made by many in the private sector, which looks at less obvious, but extremely important metrics such as market penetration, net prompter score and customer (member) engagement.
I’ve been reading through past posts on the blog and came across this one from Peggy: A Game of Tag - Fun & An Idea to Expand. In her post, Peggy ponders the following…
…imagine if we took the time in our associations to tag members. Could that start some rich conversations? Maybe bring some people into the active roles?
Some would say that virtual volunteering dates back to the 70s (see Wikipedia’s entry re Project Gutenberg), others see it as a relatively new type of volunteering for those who don’t want to commit to in-person volunteering.
Joe Romenieckis’ January 29 article in Associations Now - Looking Beyond the Membership Numbers – highlights a common issue on the world of associations – Membership Count Myopia. Because we tend to manage what we measure, and
associations always measure membership count, we all too often get stuck on the count and forget the mission.
When a roomful of volunteers stands and applauds the staff, the meaning is clear. Pure appreciation. When this happens at the end of 2-day leadership conference, the message is the conference rocked...
A while back I joined my first official professional association, figuring that if I’m going to work in the association world, I needed to be an active participant in a professional association of my own. Unfortunately, I’m not a member of this particular organization any longer because, frankly, the chapter I was in just took itself too seriously.
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