Build and Benefit from Always-On Member Research - Part 3 of a 3-Part Series
By Heather Whyte, CEO, WHY Communicate Inc.
In my last blog, I talked about the importance of a member centric approach to membership as the solution to developing a value proposition that will change with your members’ needs and expectations and help them feel they belong to your association. I proposed that association leaders who adopt an “Always-On” member research strategy that commits them to two-way communications with members will be able to future proof their organizations and better serve their communities.
So how do you build and benefit from an Always-On member research strategy?
An Always-On strategic research plan identifies and embeds methods of continually collecting data from members through multiple touch-points. These plans combine traditional member opinion and perception research with on-going targeted communications asking members to share their insights about the value of the association’s offerings, their communication preferences, and how best to provide them with networking and volunteer opportunities such as mentoring, leadership roles or other initiatives that connect them with peers or engage them in social impact initiatives.
There are many other sources of data that associations can mine. The list varies based on the association and how it interacts with its members. However, some common sources include customer service inquiries, member discussion forums, or analysis of the journey a member takes through an association’s website to understand what products, services, and resources are most relevant to different member segments.
Associations can also use these methods to reduce risk, allocate and optimize resources, and manage the time required to successfully market new products and services by asking targeted groups of members to pre-test possible new offerings, share their feedback, and contribute to product/service refinements and the association’s go-to-market strategies.
The key is to commit to a member first strategy. Then you can map your member touch points – both traditional and digital – and assess what types of information you need to achieve your strategic goals, when you need it, and how you can collect it in the most cost-effective way possible.
The benefits are valuable and necessary for sustainability. The Always-On approach enables decision-making in real time. It creates the opportunity to course correct. And it provides management with an excellent set of metrics to build a performance reporting dashboard.
So, what are the key take aways from this blog series? How can cost shifting to a member centric strategy help future-proof associations?
Here is my 5-point summary:
Despite striving to deliver value, associations often find themselves out of sync with what members truly need. To achieve sustainable success, associations must continuously refine their value proposition to ensure it resonates with the diverse needs and expectations of an often-diverse cross-section of members. By understanding member segments and what drives engagement, associations can create stronger connections and enhance long-term member loyalty.
Partnering with members is essential to ensure associations have the data needed to plan for future success. It gives association leaders critical tools to assess the systemic challenges holding them back—whether their challenges lie in clarifying member value, member engagement, retention and growth, or in financial sustainability and operational efficiency. Only through deep evaluation can associations create targeted strategies that truly resonate with their membership.
A long-term member-centric strategy doesn’t just enhance engagement—it also leads to opportunities for associations to explore new revenue streams and manage their resources more effectively, ensuring they remain resilient in the face of future challenges.
Building a member-centric organization is not a one-time fix. It requires a phased, scalable approach to ensure that each aspect—from value proposition to member engagement and financial management—aligns with the evolving needs of the association and its members
Member data collection is a powerful strategic decision-making tool. Developing an Always-On research plan helps association leaders ingrain a member-centric culture within their organization. When employees are empowered to focus on creating positive member experiences, members will feel more connected to the association. They will value belonging.
Becoming member centric and involving members in evolving the association’s value proposition over time generates a trusted partnership between the association and its members. I contend that this strong partnership is the secret to getting “unstuck” and forging a sustainable, better future.
I also welcome CSAE members to join me Oct. 31 at the Connections Conference in Ottawa. I will be talking more about how association leaders are adopting new approaches to member research to enhance their value proposition and attract and retain members in my presentation Want to Recruit and Retain Members? Know what they want, when they want it and how they want it!
Check out https://site.pheedloop.com/event/csae2024/schedule/SES164Y6AIW278OAB for more information. Or read this blog and other information on the CSAE website at https://csae.com/blogs/how-to-build-and-benefit-from-always-on-member-research/ .
Interested in hearing more?
Sign up for a free one-hour consultation on my contact page so we can continue the conversation about your organization.