Research Resources: Staying Ahead of the Curve
By John Grifferty, Senior Project Manager
Whether you run a professional, trade or hybrid association, retaining members is a top priority. Lofty retention rates are usually a result of close attention to member needs and dedication to development and delivery of programs and services that address these needs.
In order to stay ahead of the game, associations must go further than simply serving members' day-to-day needs but also must anticipate what they WILL need.
How does an association anticipate member needs?
Annual Research
To determine the latest trends and to anticipate future needs, associations are advised to send annual surveys, hold focus groups and even conduct one-on-one interviews.
Market Research to Gauge Value
To improve results from existing programs, request feedback on proposed programs, and to help to determine feasibility of the next initiative undertaken by your association, it's necessary to "take the pulse" of your members, customers and prospects.
Poll New Members
Another instance when an association is advised to gather key data is immediately upon receipt of a new member's application. It is at this phase that a member is most impressionable and eager. New members are the most active and, in fact, the most challenging to retain.
Use Every Opportunity to Gather Key Data
Why not take advantage of existing communications to learn as much as possible from your membership and apply the learnings to your retention plans? In addition to the basic data collected when a member joins, try asking questions that will help you (and your partners, sponsors, etc.) target specific offerings, programs and communications to segments within membership. For example, while inquiring about occupation try and learn about members' job setting, years in the field - other details that often go unknown. If you offer student memberships, be sure to ask their graduation date.
Trade associations may want to inquire about the company's annual income or number of employees, while professional associations may wish to know area specialties or likelihood to use training courses or publications. If you feel this interferes with the application process, you may consider simplifying the application process and posing these questions to new members as part of a telephone follow-up or a first year member survey.
Foster Innovation in Every Facet of your Organization
Don't limit your creative efforts to board meetings and strategy sessions. Successful associations create innovative new solutions by basing their creative program development on first hand member feedback. However, it is critical that associations keep thinking about what members will need in the future so that they can stay relevant and anticipate needs that have yet to arise.