iapd member engagement case study

Membership Dashboards:

Engagement, Spending and Your Audience

Crystal Roberts, Deputy Executive DirectorInternational Association of Plastics Distribution

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Methodology

Step 1: Identify what to track

Step 2: Identify engagement and

spending

Step 3: Data inventory

Step 4: Development

process

Step 5: Considerations

Step 6: Communications

Step 7: Maintenance

The Ugly Spreadsheet

Discoveries During Development• Needed at least three years of data capture to

show trends• Addition of “deltas” – variance from one year

to the next• Chose to evenly weight spending and

engagement

How IAPD Uses It

• Resource allocation• “Mythbust” common assumptions

about the association• Retain and recruit members

Mythbusting• Example #1: Manufacturers fund the

vast majority of IAPD

Mythbusted• The dashboard showed that spending

by manufacturers is nearly equal to that by all other IAPD member categories

53%ManufacturersResin Manufacturers

47%All other categories

Mythbusting• Example #2: IAPD caters only to big

distributors

Mythbusted• The majority of IAPD programs and

services apply to all member categories. Ten offerings were developed to serve small distributors.

All Membership Categories

Small Distribu-tors

Small, Mid, & Large Distribu-

tors

All Membership Categories Mi-nus Distributors

0

5

10

15

20

25

30

35

40

Mythbusting• Example #3: Only the biggest

companies can make an impact or score the highest

Mythbusted• Of the 83 A and B companies, 65%

have less than $50 million in billing

65%< $50 MM

35%> $50 MM

Results of Soft Rollout

• Membership dashboard presented to leadership in April; since then:

?

Next Steps for IAPD

• Analyze how member companies manage their IAPD budgets

• Analyze reasons for lack of engagement in products/services

• Individual profiles being sent to each member• Rollout the rankings to full membership

Your Turn

• Use these tools for guidance in creating your own membership dashboard

• Tips– Professional associations: Rather than track

individual members, track membership categories– Trade associations: Track each member company

and analyze by membership category, size or market segment

Contact us

Crystal Roberts, M.B.A.Deputy Executive DirectorInternational Association of Plastics Distributionwww.iapd.org croberts@iapd.org(913) 345-1005