1. Using Data to Test if Your Membership Goals are Realistic
By Belinda Moore, SMS
Using Data to Test if Your Membership Goals are Realistic

2. Often membership targets are arbitrarily set with no consideration of the data. Creating unrealistic targets can seriously demotivate staff and set unachievable income targets – potentially putting the association at risk. For example …

3. 3000 Members
By 2020!
An association set an ambitious target of 3000 members by This figure was not decided by analysing the data. It was just a good round number. Besides … how hard could it be? They were already pretty close. Let’s test this target …

4. First consider the facts …
Their best EVER retention was 90% (a great rate) …
Their best EVER annual new member intake was 250 new members …
They had 2,100 members as at December 31, 2017.
Let’s forecast forward …

5. 2018
In 2018, if they have a brilliant year and match their best ever retention rate and number of new member then, by Dec 31, 2018, they will have ((2100*90%)+250)
2140 members

6. 2019
In 2019, if they have another brilliant year and match their best ever retention rate and number of new member then, by Dec 31, 2018, they will have ((2140*90%)+250)
2176 members

7. In 2020, if they have yet another brilliant year and match their best ever retention rate and number of new members for the third year in a row then, by Dec 31, 2018, they will have ((2176*90%)+250)
2208 members
2020

8. 2,208 members is nowhere near 3,000.
Even if they matched their best ever retention rate and new member numbers every year they have no hope of achieving their goal.
Unless …

9. Ambitious targets are only achievable is you are prepared to invest the time, resources, and risk to completely disrupt the way you have done things previously.

10. Only genuine innovation, fresh ideas, and a commitment to make ongoing positive change makes ambitious targets possible.
Good Luck!

11. Like more information? Belinda Moore Phone: 0413 190 197
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