Listen Up! Series on Member Needs & Satisfaction #6: Three Reasons Why Representation of Member Needs is the Biggest Challenge for Associations

We have been conducting member needs and satisfaction studies for associations of all shapes and sizes for almost a decade now. While some types of associations tend to score lower than others when it comes to member representation (health organizations tend to get the lowest scores here), associations of all kinds face some of their biggest challenges in this area.

This isn’t the first time I’ve written about member representation: I wrote this post last May which focused on some of the specific expectations association members typically have when it comes to what they expect from their organizations in the way of advocacy and external relations.

But there is another side to this issue: Why is member satisfaction with representation of their interests to groups like the government, media and the public so low?

The average satisfaction benchmark in the more than 47 studies we have conducted is just 57% for member representation. This is almost always the lowest score of the five benchmarks we measure. (this post talks more about this research initiative and highlights the other member satisfaction benchmarks).

Here are three of the main reasons why member representation is such a challenge:

1. Misaligned Focus

As can be the case anywhere an association serves its members (programs, education, events, you name it...), the quickest route to abysmal failure when it comes to representing member needs is targeting your efforts at what you think is in the best interest of your members.

Going back to your members on a regular basis both through informal and formal means (such as member surveys) can help you to ensure you not only understand your members’ needs and priorities, but that you know how much of your time and effort members want you to focus on representing their needs to different stakeholder groups, as well as which groups they want you to target. 

1. Members Have Great Expectations

One of the main benefits of an association is being able to join forces with a group of similarly-focused individuals and present a unified voice to law-makers. An association with a strong membership can also have a positive impact where credibility and awareness are concerned with groups like the media and the public.

Because it is often the main reason why they join associations, members tend to have great expectations where representation of their interests is concerned...On the flip side, this is also the attribute they tend to judge most harshly.

Influencing legislation, getting regular and positive media coverage or raising your association’s profile in the eyes of the public may be central to your association’s mandate, but achieving ongoing success in the form of tangible results in these areas is darned hard.

Your members have high expectations for your association in this area (and rightly so, in most cases), but it is your job to make sure they understand what is achievable and realistic in terms of the goals your association sets...which brings me to the final issue...

1. Communication

As an association, you have to toot your own horn...and toot it often.  Not only do you have to communicate effectively to your members about what your representation goals are and how you are going to achieve them, but you have to report back to members regularly on your progress as you work toward your goals.

This is particularly important when it comes to some of the less ‘tangible’ strategic goals, such as those related to advocacy and member representation. In contrast to areas like programs or services where success is regularly reportable and easy to measure (number of attendees, revenues, satisfaction levels etc.), it can be difficult for members to see progress when you aren’t achieving clear ‘wins’ every month.

In other words, your organization could be moving legislative mountains just to establish good relationships with decision-makers or to get a seat at the table when it comes to legislation that affects your members but it can take time before those relationships actually translate into changes that your members can actually see.

Is representing member interests a sore spot for your association?

ARC's core product areas are member needs and satisfaction research and strategic planning. If your association 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 member needs and satisfaction 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?

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