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Understanding Member Health™ Signals

Data points and historical engagement act as Signals for Member Health to determine a member's likelihood to renew.

Meg Palumbo avatar
Written by Meg Palumbo
Updated this week

Novi’s Member Health is designed as a medium- to long-term guide for assessing whether a member may be at risk of not renewing. Many of the indicators in these predictions are signals, not direct causes, of membership lapses.

Member Health Signals

These are the data points fed into the Member Health Model, which, through training and backtesting, will determine whether the data point is a positive or negative influence for each and every member when it comes to predicting their likelihood of renewal.

It is important to reiterate, these are simply data points fed into the model. The model will determine whether they're relevant and, if relevant, whether they are a positive or negative influence.

Update Frequency: To encourage focus on the broader relationship with the member rather than individual signals, Member Health scores are recalculated only once per month.

Signal Variability: The same signal may be positive for one member and negative for another, depending on their unique combination of other signals.


Prediction Limits: Member Health predictions are not guarantees. They are based on patterns in historical behavior and may not reflect new or unexpected behaviors, outside context, or emerging trends in your industry or profession.

With that in mind, what data points or "Signals" is Member Health looking at?

Profile Data

  • IsCompany = Is the member a company or a person

    • HasAPrimaryContactWithValidEmail

    • HasABillingContactWithValidEmail

  • IsParentMember = Does the member have children records

  • HasEmail

    • IsRejectedEmail

  • HasPhone

  • HasMobile

  • HasWebsite

  • HasMultipleContactMethods = Do they have multiple contact methods listed

  • HasBillingAddress

  • HasShippingAddress

  • HasCountryOrParish

  • HasDirectoryGallery

  • HasInstagram

  • HasFacebook

  • HasTwitter

  • HasLinkedIn

  • HasSocialPresence = Do they have one social link listed

  • HasOverview

  • HasHeadshotOrLogo

  • HasPersonalAddress

  • HasJobTitle

  • HasCredentials

  • HasVolunteer

Profile Update Engagements

  • CompanyHasRemoveStaff = Has someone removed any staff members from the staff roster within the last year

Membership Data

  • MemberTypeID = Allows segmentation within your model by member type

  • AutoPayEnabled = Is the member opted into

  • DaysAsMember = Allows the model to understand membership tenure

  • NumRenewals = Total number of renewals the member has had, based on Novi generated dues invoices

  • NumNonRenewals = Total number of times a renewal has been dropped, based on Novi's "Non-Renew & Credit" action

  • HasSuccessfulRenewal = Does the member have at least one successful renewal

  • RenewalRatio = NumRenewals / (NumRenewals + NumNonRenewals )

  • IsPreviousMember = Is the Original Join Date different than the Member Since Date, meaning the member had a lapse in membership at some point

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Event Data & Engagement

  • NumEvents = All event registrations, including cancellations

    • EventsAttended = Registrations - Cancelled - Not attended

    • AttendanceRatio = TotalEventsAttended / NumEvents

  • AttendanceStdDev = Consistency of attending events regularly

  • AttendanceTrend = Event attendance trend over the last 8 quarters

  • NumEventsCancelled = Number of cancelled events

  • AvgDaysBetweenEvents (excludes cancelled and not attended)

  • KeyEventsAttended = Three events within each of the last two rolling years with highest attendance, did the member attend any of those key events

  • DaysSinceEvent = Number of days since attending an event

  • EventsLast3Months = Events attended in the last 3 months

  • EventsLast6Months = Events attended in the last 6 months

  • EventsLast1Year = Events attended in the last 12 months

  • RecencyWeightedEvents = Events from the last year weighted across all events attended

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Purchase & Transaction Data

  • NumTxns= Total transactions

    • RecentTransactions = Number of transactions within the last 365 days

  • NumTxnsRefunded = Number of refunded transactions

  • TxnsLast3Months = Number of transactions in the last 3 months

  • TxnsLast6Months = Number of transactions in the last 6 months

  • TxnsLast1Year = Number of transactions in the last 12 months

  • TxnsPerYear = Average transactions made per year

  • TxnsTrend= Trend over last 8 quarters

  • TxnsStdDev= Consistency of transactions

  • DaysSinceTxn = Number of days since a transaction

  • RecencyWeightedTxns = Transactions from the last year weighted across all transactions

  • AvgLineItems = Average number of line items per transaction

  • AvgPrice = average price per line item

Net Promoter Score (NPS) Data

  • NumNPSCompleted = Total surveys the member has completed

  • NumNPSIncomplete = Total surveys the member has not completed

  • NPSResponseRate = NumNPSCompleted / (NumNPSCompleted + NumNPSIncomplete)

  • AvgNPSScore = average score from all scores given by the member

  • LastNPSScore = the latest score a person gave OR the average of all latest scores inheriting members gave

Census Data

  • NumCensusCompleted = total census surveys the member has completed

  • NumCensusIncomplete

  • CensusResponseRate = NumCensusCompleted / (NumCensusCompleted + NumCensusIncomplete)

Committee Data

  • NumCommitteeTerms = total number of committee terms

  • AvgCommitteeLength = average committee term length

  • CommitteeParticipationRate = NumCommitteeTerms * 365 / DaysAsMember

  • HoldsCommittee = member has at least one active/current committee term

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