Members Did {X} More Than Non-Members

(Richard Millington) #1

Originally published at:
Of course they did, your members are your best customers. If you tell your customers to join a community, those that know and like you best will dominate membership. If you then compare the spending of community members against non-members you shouldn’t be surprised to discover that members spend more than non-members. That’s not the ROI of the community, that’s a comparison of your best customers against the rest. This mistaken formula handily guarantees every community shows a positive ROI, but it’s damaging when exposed. It’s not whether members do {x} more than non-members that matters. It’s whether that metric’s…

(Suzi Nelson) #2

Never thought of this! Thanks for sharing, Richard.