If your organization hasn't considered engagement scoring, this is your sign to get started. Engagement scoring is a method of assigning points to meaningful interactions, then using the results to compare highly engaged members to less engaged members.
If you haven't already, gain a consensus with your staff and Board about what types of engagement you value the most. Identify just a few of the highest-value engagement points to focus your efforts at first.
With measurement tools accessible to associations of all sizes, you can leverage your data to drive continuous improvement. Beyond the typical benefits listed above, here are 6 creative uses for donor and member engagement scoring:
Identifying risk of attrition is a common usage of engagement scoring. But there are also other kinds of risk you may want to keep track of. Depending on your organization, you may already keep track of these types of engagement.
For example, if you’re a regulatory body, you may track members that are behind on their Continuing Education Units (CEUs) or that have recorded complaints toward specific members. These risks may need organizational intervention.
If events are one of your priority engagement areas, take a look at how scoring can enhance your events.
Highly engaged contacts can be event speakers. Review high scoring contacts to identify leads for event speakers and workshop leaders. If they're highly engaged already, they're more likely to step up into these leadership roles. And by giving them these opportunities, you're rewarding them for their heavy involvement and dedication.
Highly engaged organizations can be sponsors. Engagement scoring on the organizational level helps you prioritize your sponsors or exhibitors. Whether it is seeking out past or prospects, starting your search from a score would be more effective.
Related article: How to Maximise the Success of Your Member Events
Identifying highly engaged members can make it easier lead them higher on the engagement ladder. Finding the right people at the right time can be essential in building a community.
Community features such as forums and blogs can be a place to foster a sense of belonging and encourage peer-to-peer interaction. This can in turn, lead highly engaged members to become mentors to new or prospective members.
Using engagement scoring can help identify and target members on their current place in their membership journey to optimize key touchpoints and create a better user experience.
Personalized emails tailored on user behavior and preferences can be a powerful engagement tool. But that's just the beginning.
Engagement scoring can also be used to optimize website content or to gauge the interest levels for certain content. Working with data you can promote other programs, events, or products that are suitable for specific member levels.
Example: Segment your content so highly engaged members see more advanced or detailed content. You could promote advanced courses or give information on becoming a mentor. Consider rewarding this group by showing exclusive content. Less engaged members should see more introductory material. Show off your membership organization's key benefits or gave basic info on your certification programs.
Such targeted member segmentation can provide valuable engagement with exclusive content to build strong and long-term relationships.
Engagement scoring can also be used for a gamification strategy. Rewards with points, badges, or status levels based on their engagement can encourage further interaction with your membership platform.
Ranking or comparison can also be utilized for creating a competitive spirit between members. If your members track their CEU credits within your member management system, you can use the amounts to show if they are below, on par, or ahead of their peers.
Create tailored reports that show a breakdown of each member’s interactions. This would then unpack the overall engagement score to its consisting parts. This can also further highlight areas of high and low engagement for staff for further engagement or intervention.
This sort of real-time engagement tracking can empower staff to use up-to-date insights to find trends and seasonal activity dips and peaks.
The National Association of Landscape Professionals (NALP) implemented engagement scoring, a native feature in iMIS. Now NALP segments members by activity and personalizes outreach, improving retention and data accuracy.
Corey Ruple of the National Association of Landscape Professionals accepts a Great Things Award at the 2025 iNNOVATIONS USA Conference with ASI's Kristina Drosos, Director, Client Experience
Read the full success story to see what practices you can apply.
After taking a look at these examples, choose some elements that may work for your specific organizational needs. The idea is to have a variety of tools and actions to help with overall member engagement and start with a methodical plan of action. Happy scoring!
Special thanks to the ASI Client Success team who contributed their ideas, experience, and expertise to this article.