Participant retention is often one of the first metrics that comes to mind when we think of a program or service’s success.
A high participant retention rate can signal program success, but is it the best indicator of program impact?
What if we looked at retention differently?
Instead of focusing on how many participants drop out or stay, what if we looked at why they drop out OR stay—and whether they’re the right participants at all?
Understanding Why Participants Leave (And What It Really Means)
The difference between voluntary and involuntary dropouts
Not all dropouts are the same. Some participants leave voluntarily because they’ve received what they needed or realized the program isn’t the right fit. Others may drop out due to barriers beyond their control—like lack of childcare, transportation, or time. Understanding the difference between voluntary and involuntary dropouts helps organizations avoid assumptions and instead ask: Are we removing unnecessary barriers while respecting participants’ agency?
Dropouts aren’t always a sign of program failure
There’s a common misconception that participant dropout equals program failure. But that’s not always true. A participant leaving early might mean they got what they needed sooner than expected, or it could mean they were never the right fit to begin with. Instead of aiming for universal retention, focus on ensuring the right participants stay engaged while making room for those who might benefit from other opportunities.
Beyond Retention: Focusing on the Right Participants for Real Impact
Retention vs impact: What matters more?
It’s easy to chase high retention numbers because they look good in reports, but real impact isn’t just about keeping people in the program—it’s about making a difference in their lives. A program with a lower retention rate but strong participant outcomes may be more successful than one with high retention but little meaningful change. The key is shifting from Are we keeping people? to Are we helping people in the way they need?
Attracting the right participants, not more participants
Retention starts long before a participant ever considers leaving—it begins with recruitment. Instead of aiming for as many participants as possible, focus on bringing in those who are the best fit for your program’s objectives. Clear messaging, realistic expectations, and thoughtful outreach help ensure that the people who join are the ones most likely to benefit, leading to stronger engagement and better outcomes.
Key takeaway
Shifting the focus from retention to impact doesn’t mean ignoring dropouts—it means learning from them. If we want to create programs that truly serve people, we have to understand why they leave just as much as why they stay.
So, how can you to gather and use feedback from past participants to improve programs in a meaningful way? Next week, I’ll share an exercise for you to do with your staff.
Raise Your Voice: Is participant retention the best indicator of program impact, or do you prioritize other metrics? Share your thoughts in the comments section below.
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