But are you fully leveraging the power of reporting? Are you pulling the right reports to garner the right data? Below are three reports we believe ALL associations need:
1. Join Date Reports
You likely pay attention to how many new members you’re getting, particularly year over year. But do you ever pull reports based on join dates? In other words, are there any trends there? Is there a correlation between when you’re running events and when members are joining? Is there a particular season that yields the most joins? If so, why do you think that is? Are you doing anything different that season, such as advertising somewhere or sending out some type of marketing communication?
These are all things you want to evaluate, so you can capitalize on what’s working!
2. Attendee Status Reports
Ah yes, events. Not only are they a major member benefit, but they’re probably a major revenue driver for your association. That said, it’s a good idea to pull attendee status reports for your big events, particularly your annual conference. Take a look at how many people registered, cancelled, didn’t show up, etc.
Not only is this insightful as is, but you can then email those varying groups directly with messaging that applies specifically to them. For example, for the no-shows, you could send them an email saying, “We missed you! Please take a look at our upcoming events and join us for one - or more - in the future!”
Remember, better communication - i.e. targeted communication - yields better results.
3. Revenue Reports
Last, but certainly not least, there’s revenue - definitely something you want to take a closer look at and analyze. If you have the right technology in place, such as an association management system (or AMS, for short), you can add in revenue accounts (for example, your different membership levels, your events, donations, etc.). You can then track where your revenue is coming from and compare those revenue reports. Does your annual conference generate the most revenue (aside from member dues, of course)? Or, do you have an event that doesn’t generate much revenue, but that’s critical to member retention? Maybe you have to spend more than you bring in, but it’s still incredibly valuable to your members.
These are things worth tracking and analyzing.
Like we mentioned, to pull these reports, you need to have the right technology in place, such as an association management system. With an AMS, not only can you pull these types of reports, but you can manage your website, events, email marketing, and more all under the same roof! (Did we just hear a hallelujah?!)