How Engaged are your Members?

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Do you know the proportion of your membership that is highly engaged? What about those that aren’t engaged at all with your center? Daxko recently launched a campaign offering interested organizations a look at their specific member units by engagement level.

engagement-snapshot-image300Our Daxko Engage team was able to take Daxko Operations data and run it through our proprietary Engagement Index to filter membership units by engagement levels. The Engagement Index is a complex algorithm that accounts for a member’s demographics, check-ins, donor activity, and other activity or lack of activity to come up with a measure of how engaged a member is and how likely or unlikely they are to terminate their membership in the future.

To learn more about the value of deeper levels of engagement, check out our Influence Video:

Learn more about Daxko Engage to take your member engagement to the next level.

Engaging Donors Made Easier

By | Campaigns, Customer Experience, Daxko Engage, Engage, Engagement, Events & Happenings, Financial Development, Fundraising, Industry, Mission Delivery, Online | No Comments

The Member Engagement Index provides quick visibility into an unit’s current level of engagement. With the index we are able to predict how likely someone is to terminate their membership in the next 90 days. It has become an integral part of our Daxko Engage software and a defining feature of targeted engagement campaigns.

Since the release of the Member Engagement Index, we’ve had the intention of creating something similar for donors. After all, engagement is the key to contributions. Engaged members make better donors, and engaging people in communities provides great opportunities for new members, donors, participants, and volunteers. A majority of donors report they have received information about their favorite charity at least once and 40% report receiving information from email/newsletters more than a few times per year (“Nonprofit Donor Engagement Benchmark Study,” www.nonprofitdonorengagement.com/CD_Nten_BenchmarkReport_Final.pdf, Fall 2012).

We are excited to be nearing the completion of a Donor Engagement Index. While the Donor Index uses similar attributes as the Engagement Index, the algorithm has reworked those factors to determine who is likeliest to donate in the next 6 months. However, the Donor Index will be visible on both current members, past members, and basically anyone created in Daxko Operations. You can now reach deeper into our database with more insight and highly targeted fundraising campaigns.

In May, we will be piloting our algorithm with a select group of organizations to refine it to the point that it stands the test of the diverse member data that we encounter across our customer base. As we refine the algorithm we will notice patterns that you would never be able to see unless you look at the data in such large quantities. One pattern we’ve noticed already is that the lowest givers tend to be member units aged 30-50 without kids on the account. We can speculate that these families either have children that don’t belong to their organization so they have not seen the value for their children, or they don’t have children at all and marketing materials aimed at families with children don’t resonate with them. Daxko Engage users can utilize Engage to find out exactly what these member units are interested in and send them a targeted message that can really connect them to the mission of the organization.

Mission Critical

By | Engage, Engagement, Industry, Marketing, Membership, Organizational Health | No Comments

The Daxko Engagement Index, a feature in Daxko Engage, is designed to provide quick visibility into an individual member’s current level of engagement. With the index, we are able to predict how likely someone is to terminate their membership in the next 90 days. You may have similar ways to view the members in danger of terminating at your organization. Early intervention is key when dealing with members in danger of terminating so identifying and engaging with critical members early can save your association time and money.

New-Critical-Role

The Daxko Engagement Index is a complex algorithm that accounts for a member’s demographics, check-ins, donor activity, and other activity or inactivity to come up with a measure of how engaged a member is and how likely or unlikely they are to terminate their membership. Based on how members score on the Daxko Engagement Index, Daxko Engage ranks them in the following way:

  • CRITICAL – This member has significantly low probability of staying. In fact, 75% of your terminations will come from this group.
  • LOW – This member would have a low probability of staying within the next 90 days.
  • MEDIUM – This member would have a medium probability of staying within the next 90 days.
  • HIGH – This member would have a high probability of staying within the next 90 days.
  • NEW – This member just joined less than 90 days ago and is too new to have a score.

What makes CRITICAL units different than those with the standard LOW label? History. We know from studying thousands of units that certain attributes make a member unit much more likely to terminate in 90 days.

How did Daxko identify this new information leading to CRITICAL units? It’s not just one attribute or behavior that makes a CRITICAL unit at higher risk. It could be a combination of a few things or an absence of something. For example, the algorithm has shown that young adults who pay by invoice or have set expiration dates have a significantly increased risk of cancelling. If a young adult pays by invoice also has very low check-in history and a history of terminating frequently, then it’s likely they will receive the new CRITICAL label.

If you have Daxko Engage or if you have your own way to calculate members at risk of terminating their membership, it’s a great idea to make a targeted initiative out of it. Segmenting your database like this can allow you to identify an entire group of people, LOW for example, and nurture them with a few encouraging email communications. You can try to get them back to your facility or discover other areas of interest (programs, volunteer activities) that will help you keep them involved and help them feel more connected to the overall mission of your organization.

For a group like CRITICAL, you can identify these member units and try a more targeted, personalized approach (like a phone call). Getting ahead of their termination will likely have a greater success rate and will save you the headache of trying to win them back when they are already out the door.