Originally posted on Alex Hillman’s blog about community, coworking, and the future of business.
How much of your energy is focused on growing your community by adding new members?
If the answer is “most of it”, you’re used to feeling overwhelmed. A big part of that overwhelm is the feeling that you can’t add new members fast enough, or that your hard work doesn’t seem to be paying off in growing activity & engagement.
It’s easy to focus on increasing the headcount, meanwhile forgetting about the critical factor that can put a strangle-hold on all of your growth projections: retention of membership, activity, and engagement.
Retention is the community metric that describes how long a member is actively participating. By focusing on retention, you can not only meet your goals, but begin to notice patterns that will help you predict the overall health of your community.
How to measure community member retention
Community member retention can be measured most simply by choosing performance indicators of “first participation”, and tracking their start date (like first post, first reply, first share, etc), then subtracting the start date from the related “last participation” date.
Note, the “last participation date” doesn’t mean that they’ve necessarily ended their membership – that date could be the most recent participation (with the assumption that they are still active).
Keeping this calculation simple will give you an average membership lifetime for your community, which will provide context for other membership metrics.
You might be tempted to work with more detailed member stats, like the exact number of days between their participation start and end—it’s useful to have this data but it can create distracting, confusing patterns.
Tracking members activity statistics within a given month will provide more valuable insight than shorter periods of time because you can group people within larger cohorts, and include more aspects of their participation, ultimately giving you more data to sample into meaningful averages.
Don’t forget about churn
Churn is specifically focused on the “turnover” of members during a period of time.
If you look at your entire community as a bucket of water, members joining the community is like adding more water to the bucket. But what if that bucket has a hole in it? Depending on the size of the hole, water will leak out at a certain rate.
If water is leaking at the same speed you’re adding it, the two cancel each other out but you’re still doing the work of adding water. If the water leaks out faster than you can add it, the bucket will never stay full no matter how hard you work. The only sustainably leaky bucket is one that leaks slower than you add more water to it.
The truth is that your community is a leaky bucket. You can work harder to add more member to the community but if you don’t know the “size of the hole”, a.k.a. the rate at which members stop participating, you don’t know if your work is being cancelled out or negated completely.
The only sustainable way to grow a community for the long term is to make sure that you’re increasing participation faster than you’re losing it.
What measuring retention can tell you
Working to increase membership lifetime—effectively, increasing the average duration that a member participates—is like patching the hole in the leaky bucket.
Everything your invest (your money and your energy) into adding a new member to the community becomes a more valuable investment the longer that member continues to participate.
Retention can seem like a complicated variable to address in the community growth formula because it’s not always clear why people drop off.
“They’re already gone – how am I supposed to find out why they left?”
The fact is that if you’re waiting until after people have gone, you’ve waited too long to address community member retention.
How to fix a leaky bucket
Here are 2 proven techniques to address community member retention long before people are looking for the door:
1. Shorten the time it takes for a new member bond with two other people who are active participants.
People are more likely to stay active when they have a relationship with another active member. If you notice a lone wolf joining the community, look for ways to help that person bond with two already active participants.
Why two? Because in their eyes, forming a bond with one person in the community could be an accident. By the second person, they notice a trend in their ability to bond with people in the community and will more likely continue that trend on their own.
2. Eliminate unnecessary short-term benefits of being a member.
Members who join for access to “stuff” are more likely to end their participation when they no longer need for the “stuff”.
It might be tempting to use benefits that play to the short-term wants of community members (a.k.a. extrinsic motivators) to draw them in, but those members are unlikely to stay active in the first place. But worse, the presence of these short-term benefits actually decreases the sense of fulfillment that people who came for the participation will get.
How Cookies Ruined a Coloring Book
Here’s a quick case study in extrinsic motivators:
Do you know any children? Do they like coloring books?
Back in the 70’s, researchers asked two groups of children to spend time with their coloring books.
The first group was promised a reward for their work – a cookie – while the second group was simply given the assignment – no incentive or benefit for their participation.
Both groups were given the same coloring books and crayons, and the researchers watched the results.
The same groups returned a second time, but this time—no rewards were offered to either group. New coloring books and crayons were handed out, and the researchers watched the results.
During the second session, the children who had previously been rewarded for their drawings spent significantly less time on their drawings compared to the children who’d never been rewarded.
The truth is that extrinsic motivation is simple and often effective, but in the Community Builder Masterclass we show you how it leads to a community anti-pattern we call “The Honeypot”. The problem with The Honeypot is that it generates a predictable result from focusing people on the reward rather than the action. When the reward is no longer available or of interest to them, they’ll stop the participating because the sense of fulfillment tied to the action itself has been dulled by the short-term benefits.
The answer for long term growth—and the retention of engagement your community needs for the long haul—is hidden inside of a challenging question: Why do people gather into communities the first place?
Avoid being the honeypot or the leaky bucket.
Your need to grow your community, increase participation and make sure that your community is built to last, right?
Having the confidence to make the right decisions for your community—and achieve all of your goals together—isn’t as easy as it seems. It’s even more difficult when you’re answering to a business and your bosses as well, making sure that the work you’re doing benefits the bottom line.
The Community Builder Masterclass is an online, 5 week course for people like you who want to make sure that every ounce of effort put forth in leading your community is paying dividends to the community and your company. Our Masterclass takes you through a focused exploration of the communities you’re already a part of, and teach you to understand why certain communities succeed while others struggle and fail.
I’m extending the early registration discount (25% off the full price of course tuition) past the deadline for readers of TheCommunityManager.com. Just mention that you found out about the Community Builder Masterclass on TCM.com in your application.
Find out more about the Community Builder Masterclass and how to join the next session at http://masterclass.indyhall.org.