When most people think about the average life time value of a member they quickly try to calculate the average length of membership and multiply it by the average dollars spent per member in a year. While this is the traditional method, it’s also a very narrow way of viewing value. A member may have never attended a conference or event and simply paid their annual dues but this does this mean they don’t provide any other value to the community. LTV needs to be more holistic and embrace not just dollars spent but value provided.