Groups that purport to care about what happens to a person after they die and require people them to take action before they die for the sake of that should not brag about how many people join their group, but how many people die in what is believed to be the right state

For example, a Christian group counting new members is fine. "New member count is trending up year over year" is a beneficial stat. I won't disagree there, especially if they're one that believes non-members aren't saved*

but if the goal is salvation then the stat you should be bragging about is people dying while in a state of getting th Eternal Reward™

New member count can trend up but if those people apostatise before they die, what difference does it make?
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*If they don't believe non-members aren't saved, then they really shouldn't be bragging about the new members who are already saved, if their goal is in fact salvation and not their own member count but that's another rant for another day.