Membership Equations

I thought I’d share a list of equations that membership professionals have been using over the years to track their membership and marketing results.

It’s important to know your numbers so you can chart your success.

Membership is a numbers game -- make sure you’re tracking your results with these simple equations.


(Current members – Number of new members) / Number of members in the past year


1 – Retention Rate

Market Penetration

Number of current members / Number of potential members

Average Dues Revenue

Total Dues Revenue / Number of Members

Average Non-Dues Revenue

Total Non-Dues Revenue / Number of Members

Average Cost to Service a Member

Total Membership Expenses / Number of Members

Lifetime Value of a Member

(Average Dues + Average Non-Dues) x Average Number of Years of Membership

Keep these formulas handy. Know your numbers!