SMART GOALS FOR MEMBERSHIP

Well, hello there...

If you are reading this we will assume you are either A. Beginning a membership or B. Re-evaluating your current membership. Regardless, if you're looking to increase your membership base, you'll want to set some SMART goals. SMART goals are Specific, Measurable, Achievable, Relevant, and Time-sensitive. By setting SMART goals, you'll be able to determine whether or not you're achieving the results you're looking for, setting realistic and measurable goals and help you hold yourself accountable to yourself and your members.

If you are starting a new membership program, you will have the advantage of a plethora of online articles that will help you learning from others mistakes. Technology for membership has drastically changed in the last few decades and starting from scratch offers an opportunity to test and source the best system for you. 

If your reevaluating, good on you! It's a good idea to perform a comprehensive audit of your membership to glean the most meaningful insights into how you can improve your member experience. These insights can be utilized to design a new marketing campaign, or re-evaluate your current tactics. A small change in mindset can have huge results. 

Let's look at how SMART goals can help you achieve your membership goals and create a plan for success...

specific goals

Specific: The goal should be clearly defined and specific. Avoid vague or broad goals that are difficult to measure. The advantage of using SMART goals is that these practices should help you Identify clear quantitative objectives and deadlines. Ask yourself: What exactly do you want to achieve with your membership efforts? Who is the target audience? What are the specific outcomes or results you aim to achieve?
Example: Increase the number of new members from the target demographic (e.g., young professionals aged 25 to35) by 20% within the next six months.

measurable outcomes

Measurable: The goal should be quantifiable so that progress can be tracked and measured. Establish concrete metrics or indicators that can be used to assess progress toward the goal.
​Example: Track the number of new members from the target demographic who join during the six-month period and compare it to the baseline data to determine if the 20% increase has been achieved.

​Achievable OBJECTIVES

Achievable: The goal should be realistic and attainable, taking into consideration the available resources, constraints, and external factors. Avoid setting unrealistic goals that may discourage or demotivate the membership team.
Example: Consider the current membership recruitment strategies, available budget, staff capacity, and other resources to ensure that the goal of a 20% increase in new members is feasible within the given timeframe.

RElevant to your nEeds & desires

Relevant: The goal should align with the overall strategic objectives of the organization, be relevant to the membership cultivation efforts, and be relevant to the needs of your members. It should be meaningful and contribute to the overall mission and vision of the organization.
Example: Ensure that the goal of increasing new members aligns with the organization's strategic plan and supports its mission and vision of expanding the reach and impact of the organization's programs and initiatives.

TiMe Sensitive

Time sensitive or time-bound: The goal should have a specific timeframe for completion to create a sense of urgency and accountability. Set a deadline or timeline for achieving the goal to keep the membership team focused and motivated.

​Example: Set a deadline of six months to achieve the 20% increase in new members from the target demographic, and regularly review progress towards the goal during the timeframe.

​By using the S.M.A.R.T. framework, you can create clear, actionable, and measurable goals for membership cultivation efforts. These goals can help guide your organization's strategic planning, resource allocation, and performance evaluation, ensuring that your membership efforts are focused, effective, and aligned with your organization's overall objectives. Regularly review and update your S.M.A.R.T. goals to adapt to changing circumstances and maximize the success of your membership cultivation efforts.

---

Member center

Once you have your goals membership goals sorted, consider using a membership system as smart as you. Member Center is built on HubSpot, one of the leading CRM's in the world so that you can integrate with all of your current systems.

LEARN MORE