Listen Up! Series on Member Needs and Satisfaction #5: Turning the Triangle Upside Down Key to Boosting Association Member Influence

Member influence is a challenge for many of the associations we work with.  Why? Most follow the traditional triangle structure often used in the for-profit world where the executive staff and board sit at the top and make autonomous decisions based on what they feel is best for the rest of the organization.

For better or worse, these decisions then trickle down to the members in the form of programs, services, strategic goals and priorities without the benefit of input from those ‘in the trenches’ of the profession, trade or industry the association represents.

At an average of just 59% across more than 50 member needs and satisfaction studies we have conducted over the past several years, member satisfaction with the extent to which members influence the direction and priorities of the associations they belong to is marginal (see this post for more information about this research and averages across the other key benchmarks).

Because they haven’t had a say in the decision-making process, programs and services are often poorly targeted, leading to a membership that is apathetic or, in some cases, downright dissatisfied and fed up with the association.

What is still so often overlooked is that associations are not like private sector organizations.  Members are the de facto owners of these organizations, but most associations are not run this way.  The associations that we have seen turn the tables in this particular area are the ones who are able to make an ongoing commitment to turning the triangle of power and influence upside-down to become a truly member-driven organization.  (Another great article on this particular concept can be found here).

Here are some of the key steps to consider when working to boost satisfaction with member influence in your association:

Step 1: Get Feedback

The first step is to take the ‘pulse’ of your members and get a sound understanding about how they really feel toward the association; what it is doing right and what it needs to improve. Where possible, a formalized member satisfaction and needs survey that can benchmark your performance over time and against other organizations will allow your association to measure its success.

Step 2: Take Ownership

Whether your feedback is glowing or devastating, it is important to take ownership by acknowledging where members feel you are succeeding and, importantly, where they would like you to improve.  Showing members that you have not only heard what they have said but are going to do something about it is a key piece of the puzzle here because it shows your members you truly care about what they think.

Step 3: Call to Action

Members feel they have influence when they not only help to set the direction and priorities of the organization, but when they are also inspired to roll up their sleeves to turn their strategy into a reality.  Sending the message to your members that at the end of the day, it is their association and asking them to take action in different ways (ranging from providing feedback through member surveys to working on committees etc.) to accomplish their strategy shows that you really mean business.

Step 3: Communication, Communication, Communication

As I discussed at great length last week in these posts (post #1) (post #2), communicating your achievements back to your members on a regular basis throughout the implementation process is critical to keeping them in the loop and helping them to stay excited and motivated about what they are accomplishing.

Step 4: Lather, Rinse and Repeat

Seeking and implementing member feedback will fall flat if it is just a one-time or token occurrence. Providing ongoing opportunities for members to provide input (both formal and informal) throughout the implementation process will show your members that you truly are a member-driven association.

ARC's core product areas are member needs and satisfaction research and strategic planning. If your associaiton is interested in learning more about how we can help you in these or any other area related to your nonprofit's success, please don't hesitate to contact me.

If you are located in Central Canada, we hope you will join us in April during our roadshow on this topic as part of CSAE's Association Excellence Series

If you enjoyed this, you may be interested in our other blog posts in this series. :

Listen Up!Series on Member Needs & Satisfaction #1: The Bird’s Eye View

Listen Up!Series on Member Needs & Satisfaction #2: Members Vote With Their Feet When it Comes to Programs and Services

Listen Up! Series on Member Needs & Satisfaction #3: Effective Communication a Bellwether for Member Satisfaction

Listen Up! Series on Member Needs & Satisfaction #4: Representing Member Needs A Challenge for Associations?