Just having engagement management software doesn’t mean you’re using it in a way that delivers returns. It’s like owning a Swiss Army knife but only using the corkscrew. Most associations, chambers, and member organizations invest in software expecting higher renewals, event turnout, and community engagement. But only a few squeezes meaningful ROI from it.
If your platform feels more like an expense line than a value generator, you’re not alone. The issue usually isn’t the software—it’s how (or whether) it's fully integrated into your operations, staff workflows, and member experience.
This blog unpacks what ROI really looks like with engagement management software, how to measure it, and—more importantly—how to improve it.
What Is Engagement Management Software, Really?
At its core, engagement management software helps you manage, track, and improve the ways members interact with your organization. This includes events, communications, renewals, community participation, content consumption, and even how often they log into your portal or mobile app.
A strong engagement management solution goes beyond CRM. It’s not just about contacts and transactions—it’s about behavior, relationships, and momentum.
Why Organizations Don’t Get Full ROI From Engagement Software
Let’s start by identifying the leaks. These are some of the most common reasons organizations don’t see returns:
Data silos: If your engagement data lives in a different place than your membership records or payment data, you're missing patterns that could drive retention and upsells.
Lack of internal adoption: You have a powerful platform, but only one person on the staff knows how to use it properly. That’s a training and culture problem.
No defined KPIs: If you’re not actively tracking engagement metrics tied to goals, there’s no way to know what’s working.
Generic automation: Sending every member in the same newsletter or survey isn’t engagement—it’s noise. Over time, people tune out.
Underused features: Many organizations only use 20–30% of the tools available in their engagement software. That’s like buying a buffet and eating only breadsticks.
The ROI Framework: What to Track (And What to Ignore)
When thinking about return on investment from your engagement management software, focus on these areas:
1. Member Retention Rate
Are more members sticking around year after year?
If your retention rate goes from 70% to 80% after improving onboarding emails and automating renewals, your software is paying off.
2. Renewal Revenue
Track how many members are renewing and whether they’re upgrading tiers or referring others.
Higher revenue per renewal signals your engagement efforts are working.
3. Event Attendance and Participation
Is your software making it easier to RSVP, promote, and follow up on events?
Strong software leads to higher turnout, smarter segmentation, and better post-event conversions.
4. Email Open and Click-Through Rates
Automated emails mean nothing if no one opens them. Track engagement per segment, and test what formats resonate.
A 15% increase in the opening rate could mean thousands of dollars in future renewals.
5. Community and Portal Engagement
If your platform includes a community or content hub, track active usage, posts, replies, and repeat logins.
More logins usually mean deeper member involvement.
How to Actually Get More ROI From Your Engagement Management Software
Now that we know what to track, let’s dig into practical ways to improve performance.
Step 1: Align Software with Strategic Goals
If your software isn’t directly supporting your annual goals, it’s a distraction. Start by asking:
What are we trying to achieve this year? (More renewals, more members, better retention?)
Which features in our software support those goals?
Are we using those features regularly?
Example: If retention is a top priority, make sure your software is sending renewal reminders, segmenting based on behavior, and tracking who’s at risk of lapsing.
Step 2: Build Smarter Engagement Journeys
Use the platform to automate tailored experiences based on behavior.
New members should receive a welcome email series with event invites and resource links.
Lapsed members should get a reactivation campaign.
Event attendees should be asked for feedback, sent a photo gallery, and invited to the next event.
Example: A chamber using engagement software saw a 24% boost in repeat attendance by setting up post-event workflows that offered discounts for the next event and quick polls to gather feedback.
Step 3: Segment Ruthlessly
Most organizations talk to all members in the same way. That’s the problem. You need to treat:
Active vs. passive members differently.
Young professionals vs. legacy members differently.
First-time event attendees vs. long-time sponsors differently.
The right engagement management software lets you tag, group, and communicate accordingly.
Example: Segmenting members by job title led to a 33% higher click-through rate in one association’s leadership development emails.
Step 4: Use Analytics to Tweak in Real-Time
The goal isn’t to automate and forget. The goal is to automate, analyze, and adjust.
Review dashboards weekly.
Identify drop-offs (low opens, low attendance, churn signals).
Adjust workflows, timing, or content based on real behavior.
Example: An association using Glue Up adjusted its renewal campaigns mid-quarter after seeing that members were dropping off after the first email. A follow-up series with testimonials and value reminders recovered 17% of those members.
Step 5: Train Your Team and Democratize Access
If your software is only used by the membership team, you’re missing opportunities.
Get marketing involved in content engagement.
Involve events staff in RSVP tracking and feedback loops.
Empower executives with dashboards for strategic decisions.
Tip: Record internal training sessions, assign champions for each feature, and review usage quarterly.
Step 6: Create Feedback Loops with Members
Software gives you the tools, but ROI grows when members feel heard.
Run pulse surveys after major changes.
Use your software to poll members or hold small discussion groups.
Apply feedback fast—and communicate with the improvements.
Example: After a survey revealed confusion around billing, a nonprofit used its engagement platform to create an explainer video, reducing payment-related support tickets by 40%.
What Success Looks Like: Case Studies and Benchmarks
Let’s talk about the results. These are real scenarios from organizations that restructured their engagement software use.
Case 1: A National Trade Association
Problem: Flat retention rate and low event turnout.
Fix:
Created segmented onboarding journeys.
Personalized invites based on job role.
Set up automated renewal nudges 30, 15, and 7 days out.
Result:
12% increase in retention.
19% bump in event RSVPs.
3x more responses to surveys.
Case 2: A Regional Chamber of Commerce
Problem: Too much staff time spent on manual engagement tasks.
Fix:
Adopted Glue Up’s engagement management software with automation.
Set up auto-reminders, drip campaigns, and mobile engagement.
Result:
Saved 20 hours/month in admin time.
Doubled newsletter open rates.
Saw a 22% increase in tiered renewals.
Case 3: A Global Professional Network
Problem: Poor engagement in member-only forums.
Fix:
Launched topic-based groups and expert AMAs (Ask Me Anything sessions).
Used email + in-app nudges to pull members back into discussions.
Result:
Community participation up to 35%.
Member login frequency doubled within 90 days.
Avoid These Common Mistakes
Even with great software, these traps kill ROI fast:
Overcomplicating workflows: Automations should make life easier, not harder. Test simple flows first.
Not setting benchmarks: If you don’t know your current renewal or open rate, you can’t prove value.
Ignoring mobile: If your engagement platform isn’t mobile-friendly, you’re missing huge interaction potential.
Skipping post-event engagement: Engagement doesn’t end when the event does. That’s where it starts.
How to Choose the Right Engagement Management Software for ROI
If you’re not using one yet—or considering switching—here’s what to prioritize:
Must-Have Features
Behavioral automation (not just contact management)
Event tracking + smart follow-ups
Real-time analytics and dashboards
Member segmentation and tagging
Integrated communications (email, app, portal)
Feedback tools like polls and surveys
Nice-to-Haves
AI-powered engagement scoring
Mobile apps for members and staff
CRM integration or built-in
Smart renewal workflows
Reporting that execs can understand briefly
Questions to Ask Vendors
What % of your clients see higher retention within 6 months?
How customizable are automation workflows?
Can we A/B test content and measure results?
How do you help us with onboarding and training?
Engagement Is a System
You don’t get ROI from engagement management software by launching a single email series or throwing up a few polls. You get ROI when engagement becomes part of your system—built into your operations, embedded in your culture, and backed by data you use.
The organizations that win are the ones who stop treating engagement as a marketing task and start treating it as a member success strategy.
Want to see how your engagement efforts stack up—and where you can get more ROI?
Book a demo with Glue Up today and get a walkthrough tailored to your needs.
