Member Engagement Scoring

Declan Moorfield, NANA's membership engagement manager, built the engagement-scoring model NANA used to flag at-risk renewals in its 2026 cycle. He teaches this course with Mei-Lin Harbaugh, director of data and analytics at the Council of Early Childhood Educators, who runs a similar model from an Atlanta office. Both walk through the mechanics of a score that works for a membership base of any size.

Which member behaviors, event attendance, portal logins, committee participation, actually predict renewal risk, and which ones look meaningful but don't hold up against a year of renewal data once tested properly.

Combining signals into a single score without letting one behavior, like a single event registration, dominate the result. Mei-Lin Harbaugh shares the weighting CECE uses across its membership base.

Turning a score into a staff workflow: the threshold below which an account gets a call instead of an email, and how Declan Moorfield's team staffs that outreach during NANA's own renewal cycle.

Testing a scoring model against last year's actual renewals to see whether it would have flagged the members who ultimately lapsed, before rolling it into this year's renewal calendar.

Membership staff and data or analytics leads at associations building or refining a renewal-risk model, whether the current process is a spreadsheet formula or nothing at all. Bring a year of renewal data if you have it; the validation module works best against your own outcomes. Runs three weeks ahead of the Data-Driven Engagement Workshop. Pairs with the Member Engagement Scoring Workbook.

• Choose engagement signals that predict renewal risk for a given membership base

• Weight signals into a single engagement score without overfitting to one behavior

• Set score thresholds that trigger a staff outreach, not just a report

• Validate a scoring model against a prior year's actual renewal outcomes