Avectra Helps Associations Achieve 7 Measures of Success

ASAE’s landmark research study, 7 Measures of Success, is a must-read for every association executive. Avectra sponsored the Accredited AMC Forum & Retreat last weekend where the volunteer leader behind the study, Michael Gallery of OPIS Consulting, led a workshop to help AMCs apply all 7 Measures to the associations they manage. While participating in the workshop, it occurred to me that Avectra helps organizations achieve 3 of the 7 Measures. Here’s how:

Measure #1: Customer Service Culture

Increasingly, customer service is carried out on social media. You’re probably aware that companies such as Comcast and Dell pioneered this activity, and associations are now following suit. netFORUM Pro customers can now use a new product called the Avectra Social Console. It’s an Enterprise Social Media Management application, similar to Hootsuite Pro, that allows your association to listen to what your members and constituents are saying about your association and its products and services. It also allows you to interact with your members and constituents on major social media outposts by publishing to those services. Eventually, you’ll be able to track social interactions with customers in netFORUM just like you’d record a customer service call, and to build a social media dossier for your members, enabling you to understand which of them are the most influential online. The Social Console will be coming soon for netFORUM Enterprise customers.

Measure #4: Dialogue & Engagement

While the Social Console lets you engage your members on major social media outposts, MemberFuse engages your members on a site managed by your association, instead of out on Facebook, Twitter, Linkedin, etc. In many ways, when your association implements MemberFuse, you get your own social network. Why would you want to manage your own social network? First, your association can exercise more control over the member experience, rather than allowing Facebook, Linkedin or the other social networks to dictate it. Second, you gain the ability to sell sponsorships and advertising within the community. Finally, you can gain insight into member activity and preferences by having access to the data and web analytics – the secret ingredient that Linkedin, Facebook and all the other social networks will never let you see.

Measure #3: Data Driven Strategies

This is an obvious one, right? As your association’s member database, netFORUM helps your staff and board make data driven decisions. A recent development in this area for Avectra is our proprietary A-Score™ feature for Enterprise customers. This groundbreaking feature lets your association to build its own engagement score that, among many other things, can forecast a member’s likelihood to renew or drop their membership. The A-Score™ lets you objectively measure member engagement and display it as a score so that your staff can understand a given member’s engagement at a glance, report on members with high or low scores, determine who your advocates are, and who’s at risk to drop out. And to track this part of the post back to previous points, activity from MemberFuse can be factored into the A-Score™, and eventually, data from the Social Console will be available for factoring into the A-Score™.

Avectra helps your association achieve 3 of the 7 Measures of Success, freeing your staff to focus on the other 4.