Without members, associations would disappear; but it is important for the integrity of your association that your members are qualified and meet set standards.  So, setting up a way to measure the qualification of your potential association members is important. 

But, what is meant by qualification?  Qualification is defined as a quality or accomplishment that makes someone suitable for a particular job or activity.  In terms of qualification for your association membership, it is important to measure both - Qualities and Accomplishments.

Measuring Accomplishments

By now, you already have set up a set of standards - required certifications, etc. These are the accomplishments that make someone qualified to be a part of your organization. These expected accomplishments will help you measure the strength of your association now. 

Setting these standards as a measure of qualification is the easy part.  Discovering the qualities of members that make them qualified to be a part of your association can be a little harder.

Measuring Qualities

Discovering the important qualities of your members will give you insight into the health of your association in the future.  So, what you need to figure out is… what are the qualities that you are looking for?

Similar to how we set up marketing personas in an inbound campaign, you'll first identify the qualities that make up your finest members currently. Who are your best members?  Are they the ones that are the most engaged or are they simply the ones that continuously renew?  If engagement is part of what you are looking for, make a list of opportunities that you can use to measure this.  Here is a list of possible metrics, but these will vary by association and the offers you currently extend to your members:

• Event attendance
• Committee participation
• Product purchases
• Community activity
• Social media influence

The metrics used to measure the set of qualities that makes an association member valuable need to revolve around your goals of your association. Know what your goals are and what you are expecting out of your current members. 

In most cases though, you will find that the members that are the most valuable to you are also the ones that remain satisfied and find value in being a member.  Making sure that you are consistently giving something – useful information, help with their business, tools they can use – to your members is just as important as making sure they are giving something back to you.

Some Self Examination

In order to hold on to your best members and continue to bring on similar individuals or organizations it is important to hold yourself to the same standards.  Take the time to make sure that you are able to show that you, as an association, have the qualifications needed to attract the right members.

Here are some opportunities to potentially offer to make sure you are remaining valuable to your members:

• Networking Opportunities
• New and Actionable Content at Meetings
• Engaging Association Speakers
• Awards for Excellence
• Fun Events to Help Members Connect with the Community

Finding ways to delight and bring value to your members will not only grow engagement, but also help to bring in new members.  People will want to spread the word of the community event or association presentation that they found meaningful or helpful.