Member Survey, A Valuable Association Tool
Member surveys are valuable association tools. Properly administered,
analyzed and evaluated, survey questionnaires deliver critical information
regarding member priorities, needs and concerns.
Serving members' needs is critically important and surveys aid associations to
do exactly that. As increasing demands are placed on an association's time and
resources, surveys help to focus and prioritize efforts. Surveys are sound
measures of association performance and a good check for relevancy. When
repeated at intervals, surveys add an additional dimension, pointing out changes
in direction and shifts in attitudes - making the survey a vital link to the
future of the organization.
Understand Your Members
Surveys that prompt a response to thoughtful, thorough questions provide
associations with direction crucial to success. Objective analysis will yield
information that validates a direction, supports a position and points to a new
course of action.
Typically, associations adjust their focus and services over time in response to
perceived member needs. The critical issue is whether these shifts reflect the
members' core interests. Associations that do not represent the needs of their
members face declining membership roles and support. With so much at stake,
surveys are valuable strategic tools.
How The Organization Benefits
Administered properly, a survey speaks volumes about an organization. It says in
essence, that the organization is listening and receptive to the concerns and
ideas of members. That message is an invaluable one when building loyalty and a
strong collaborative effort. Members (and other constituencies served) are, in
effect, customers. Accord them courtesy and respect by hearing their opinions.
Another reason surveys work so well is that they involve the members and any
other constituencies surveyed, with the association. Involvement is key to
support. To the extent members are involved, chances increase that the
association will have a long-term friend and organizational supporter.
Gaining Maximum Effectiveness
Unfortunately, all too often a survey is administered, the results reviewed and
then quickly forgotten. Maximize effectiveness with action and follow-up.
Otherwise the full potential of the survey is lost.
Keys To Success
How should a successful survey be implemented? Confidential, anonymous surveys
are (usually) absolutely essential. Be careful to collect data only from your
target population. Match the form the survey takes to your objective(s).
Several elements are necessary to a successful survey.
- Don't ask questions that you either don't want an answer to or in
which you have no interest in the response.
- Maintain objectivity throughout the process. Be receptive, even if the
results are not what you expected. You may discover opportunities and challenges
that you didn't know existed.
- Consider employing the services of an outside consultant to administer and
guide the process and interpret the results. Internal staff and committees are
frequently too close to the situation to "see" what is meant.
Particularly where there may be conflicts and turf issues, an outsider can more
clearly and objectively address the issues. A seasoned researcher will offer
extensive know-how and recommendations for future action.
- Make the survey as long as necessary. But no longer. Many times a survey is
arbitrarily limited to a set number of questions. Usually this is done in the
mistaken belief that long surveys will not be answered. But if the questions are
valid, the replies will be too. People know when the interest is sincere and
respond accordingly. In my experience, surveys of 5 and 6 pages with well over a
hundred questions easily generate a response of 20% and I have seen response as
high as 70%!
The rule: if you need to know, ASK! Members will respond.
Of course, with so many questions it may be necessary that the survey be in
writing.
- Consider it an event. Treat surveys as you would an important event. Build
interest and excitement by pre-announcing the survey. When in writing, include a
reply envelope. And always communicate a summary to the membership,
disseminating the highlights and key points that result.
Make the summary available as soon as possible. Keeping members informed is an
important part of two-way communication. Timely feedback represents a gesture of
goodwill and thanks.
A Productive Barometer
Surveys performed at frequent intervals, normally every year or two, are
productive barometers, gauging shifts in interests and needs, frequently more
quickly and accurately than would be otherwise noticed. By repeating the survey
after an interval of some time, a direction becomes readily apparent. That
direction is what keeps the association relevant and valuable to the members.
There are many good reasons to use a survey. When was the last time your
association conducted one?
For more information and to discuss your organization's needs confidentially,
call Market Insight at 410.242.2016
