This dashboard is part of the Association Membership Health Toolkit, a free resource from Membership Marketing School. Want to explore the full toolkit? Visit it here.
Membership Health Dashboard
Enter only data you know — all metrics will be calculated automatically
About this dashboard: This dashboard provides a snapshot-in-time view comparing two consecutive membership years. It is designed as a starting point for analysis — a way to surface key metrics and flag areas that may need attention. Enter your core membership data into the sidebar and the dashboard will populate automatically. Leave any fields blank if unavailable.
📅 Select the years you are comparing
→
2025
All field labels below will automatically update to reflect these years.
📊 2024–2025 Membership Data
🎯 First-Year Cohort
💡 How to find this: Look at members who joined in 2024 and track how many renewed in 2025.
Used for pipeline funnel calculations
Used for first-year retention calculation
👥 Non-Member Audience
💡 What counts: Email subscribers, event attendees, purchasers, trial accounts, free tier users — anyone you can reach who isn't a paying member.
📊 Calculated Key Metrics
Retention Rate
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Loss Rate
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Attrition
Growth Rate
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First-Year Retention
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📍 Your Membership Health Status
Your association's position is plotted based on your Retention Rate (vertical axis) and Growth Rate (horizontal axis). Dashed lines mark the 80% retention and 0% growth thresholds.
Calculating…
👥 Non-Member Audience
Audience Growth
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Non-Member Ratio
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Conversion Rate
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📈 Membership Pipeline Funnel
Non-Member Audience
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New Members Acquired
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Retained After Year 1
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Long-Term Members
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📋 Benchmarks
Member Retention Rates
<70%Critical concern — immediate action required
70–80%Underperforming — needs attention
80–87%Average — opportunities for enhancement
87–94%Strong performance — keep up the momentum
>94%Outstanding — exceptional retention
Member Growth Rates
<0%Declining membership — urgent intervention needed
0–3%Underperforming — improvement required
3–9%Average — potential to do better
9–20%Strong performance — positive trajectory
>20%Outstanding — impressive growth
🗺️ The Four Quadrants — Reference Guide
Quadrant placement is determined by two thresholds: 80% Retention Rate (vertical axis divider) and 0% Growth Rate (horizontal axis divider).
| Quadrant | Retention | Growth | What It Means |
|---|---|---|---|
| The Burning Platform | Below 80% | Negative | Critical — losing members and failing to retain them. Immediate board-level action required. |
| The Leaking Bucket | Below 80% | Positive | Acquiring new members but losing existing ones at unsustainable rates. Plug retention leaks before scaling acquisition. |
| Fix the Acquisition Engine | 80% or above | Negative | Solid retention but not attracting enough new members. Value proposition is proven — increase visibility and lead generation. |
| The Healthy Zone | 80% or above | Positive | Strong retention and positive growth. Sustainable trajectory — scale what's working and monitor to maintain momentum. |
How the axes are calculated:
Retention Rate = (Members at End of Year − New Members Joined) ÷ Members at Start of Year × 100
Growth Rate = (Members at End of Year − Members at Start of Year) ÷ Members at Start of Year × 100
Retention Rate = (Members at End of Year − New Members Joined) ÷ Members at Start of Year × 100
Growth Rate = (Members at End of Year − Members at Start of Year) ÷ Members at Start of Year × 100
Disclaimer: These benchmarks are intended as general guidance only. Membership performance varies significantly across association types, sectors, maturity stages and operating models, so results should be interpreted alongside your organisation's strategy, market context and member value proposition.