If you build it, they will come. But will they come again next year? And what about the year after that?
The big question is, how do you improve member retention at your events year after year?
For association meetings and events, just like with all great events, the answer is pretty simple; you’re going to increase retention by actually engaging your membership in things that matter to them.
If you don’t know why certain audiences of your membership attend and what’s of value to them, you can start there. Start by asking your members (maybe even right up front when you have a captive audience during registration) some simple questions. What are the top 3 reasons you’re attending this event? What are you most looking forward to this year? If you attended last year, what session did you learn the most from?
Having this data up front will allow you to understand what really matters to different audiences throughout your membership, and how that lines up with the experience and content at your event.
It’s all about having the facts to understand how to create relevant and valuable experiences for your membership. With that basic information in your pocket, you can create experiences that make your members say, ‘I have got to go to this event again next year!’
Want some data collection ideas? Download our Event Data Checklist!