Your Annual Meeting is a Membership Product

Ask most association executives how their annual meeting went, and they will tell you about attendance. Ask how it performed, and they will show you the P&L. Ask whether it was successful, and they will pull up the satisfaction scores.

These are reasonable answers. They are also the wrong ones.

Attendance, revenue and satisfaction scores are the right metrics for an event business. But your annual meeting is not just an event. It is your largest investment, your most visible touchpoint and your best opportunity to prove to members that their membership is worth keeping. Measured only as an event, it will perform like one. And quietly fail as something more important.

Please select this link to read the complete article from ASAE's Center for Association Leadership.