How to Find Out What Your Association's Members REALLY Need

I came across this post over on Elizabeth Weaver Engel's blog (which you should follow, if you don't already). In it, she talked about a recent Twitter discussion on capturing and keeping track of what members really need.  

It's a good question and is one I know many association professionals face, so I have pulled from this post a few examples of how some of our clients have used processes that actively incorporate member feedback into the decision-making process - this is by no means a comprehensive list but hopefully gets the juices flowing.

1)      Member Surveys:  Two things to remember about member surveys: First, you’ve got to do them before your strategic planning if you are going to have any hope of actually using this information to help set your future direction and priorities; Second, your surveys have to be designed to take the true ‘pulse’ of your association by asking non-biased questions about what the association is doing well, where it needs to improve and what it should focus on in the future.

2)      Town Hall Meetings: Once you have drafted a new strategy or policy, ask members to provide feedback through a series of focus groups or town hall meetings. Be sure to explain in your communication to them how you have created the strategy/policy based on their feedback and ask them how it can be improved. I was told by one ED recently that he found these meetings a great place to find volunteers to work on committees – He uses these meetings as an opportunity to challenge participants who are particularly passionate about a given issue to roll up their sleeves in making change happen...and it’s working.

3)      Association Leader Road-Shows:  This can be particularly effective for associations with members in remote areas. Having board members and staff leadership travel from time to time to meet face-to-face with members in different parts of the constituency to meet them and seek frank feedback can give members a sense that they actually matter to the association. It also gives them an opportunity to put a ‘face’ to the association.

4)      Open Communication Channels: Members need a direct way to connect with the people at the top of their association without fear of being intercepted by a staff ‘gatekeeper.’  This can be as simple as having easy-to-find direct email and telephone information for key leadership on the association website, or as involved as incorporating your leadership into your social media presence.

What does your association do to keep on top of what your members need?