Proving the value of trailside membership drives
Central Washington chapter · what the booth measures, and how it guides where, when & what to market
Analytics & value
Every name check, renewal, and signup at the booth is logged and tagged by location, event, and volunteer. That turns the booth from “we talked to a lot of people” into numbers the board can act on — and improve on every season.
The booth funnel — every step is counted
Riders engaged
name checks at the booth
›
Status known
active / expiring / expired / not a member
›
Renew / Join prompt
shown the next step
›
Handoff
phone (QR) or iPad
›
Completed
counted in Evergreen’s analytics via tagged link
Not ready today? → email captured → follow-up → later signup. The non-converters become a nurture list, not a lost rider.
From data point → decision
| We capture | It answers | We act |
|---|---|---|
| Name checks by trailhead | WHERE | Put booths where we engage the most riders |
| Event tag (Bike Fest vs. a regular day) | WHEN | Repeat high-yield events; skip the slow ones |
| Active / expiring / expired / not-found mix | WHO | Tailor the pitch — renewal-heavy vs. recruit-heavy crowd |
| Prompts → handoffs → completed (tagged) | WHAT | Double down on the channel & offer that converts |
| Checks / hour & per volunteer | EFFORT | Right-size how many volunteers a shift needs |
| Leads captured & follow-up | PIPELINE | Nurture today’s “maybes” into members |
How we count the value
- Revenue influenced = renewals + new joins (tagged to the booth) × dues ($50–$500)
- Members saved = lapsed riders re-engaged — protects future years
- Pipeline = leads captured × follow-up conversion
- Efficiency = conversions per volunteer-hour
Sample shift: 9 renew/joins ≈ $1,150 influenced + 8 leads to nurture, in ~4 volunteer-hours.
What makes it real
- Confirm Evergreen’s Google Analytics records the tagged join links — that’s what credits signups to the booth & event
- Export each shift (CSV + report) and roll up across the season to compare events & trailheads
Central Washington Evergreen · cwevergreenmtb.org · concept for board review — sample figures illustrative