I like data. In a world full of complexities and uncertainties, data provides clarity. We live in a kaleidoscope of colors and shades of gray, which can be confusing at times. Data draws outlines from the gray areas, helping us make sense of the bigger picture. It helps us to be grounded as we move forward through the world.
Why Data Matters
What does this have to do with associations? One of the principles outlined in 7 Measures of Success: What Remarkable Associations Do that Others Don’t by ASAE is data-driven strategies – a cornerstone for understanding and improving association performance. For instance, a scouting group experienced dramatic improvement after implementing data-driven strategies.
Data-driven strategies not only provide a firm foundation upon which you can build your events, activities, and programs, they also give you an opportunity to engage with your members. By gathering information from your membership and from the wider world, you are better able to draw those outlines of the association. You will better understand your organization as its leader, and you can share this picture with your membership. Doing so will help the members see the tangible value your association provides while building trust and loyalty.
Key Metrics for Associations
What is your association doing to gather data? Do you have metrics in place for measuring the effectiveness of all your programs, activities, and events? Do you gather feedback? Is that feedback concrete? Are you gathering the same information year over year so that you can understand the impact that your association is having on your members over time?
Metrics can be tricky. To be effective they must measure the impact that services are having on the members. It is insufficient to know simply whether participants are satisfied. You must measure what the activity does for the members. What change does your association impart to its membership? Good metrics will tell you that.
Fortunately, tools like survey platforms, analytic dashboards, and CRM systems can help you track and analyze the metrics most relevant to your association. Also, data gathering is a bit of an art. What's germane today may not be tomorrow. It's best to gather similar data over time to track progress while ensuring that the information remains relevant. After gathering meaningful data, the next step is turning those insights into strategies.
Turning Data into Strategies
Good metrics not only show where you’ve been but also help chart a clear path forward, ensuring your programs deliver measurable value to members. Does your planning, whether it be for a local event or your multi-year strategy, start with data gathering? Do you take the time to understand what's going on with your association and its place in the world before you try to figure out what to change? For a deeper dive into how data can shape strategy, check out this insightful Associations Now article: Why a Data-Driven Mindset Is a Nonnegotiable.
What data are you currently gathering and how are you using it to inform your strategies? If you want to explore the power of data to drive impactful strategies, let’s talk. Drop me a note or give me a call at 509-533-7829. It would be a pleasure to help you unlock new insights.