Collecting member feedback multiple times throughout the year should be an important component of your engagement strategy. Feedback forces you to reassess your efforts and provides direction for your next event, marketing campaign or recruitment strategy. This also gives members a chance to not only share their critiques but also, their ideas. An association is a collaboration of staffers, members, vendors, and partners; opening up the conversation in terms of ideation, improvements, and direction of the organization, is key to success.
Now that you understand the importance of collecting feedback, let’s discuss some interesting ways you can collect it.
4 Interesting Ways to Collect Member Feedback
Incentivized Survey
The simplest approach is usually a basic member survey. They’re easy to configure, user-friendly and a straightforward way to collect data. Generally speaking though, member surveys can be pretty boring. Up the ante by offering some sort of reward for completing the survey. Whether that’s a free ticket to your next event or a $5 gift card, providing even a nominal prize will make members more apt to complete the survey.
Post Event Direct Follow Up
We discussed this in a past post, but one way to easily take a pulse on member satisfaction is through a quick survey directly after an event that determines their net promoter score. A net promoter score “measures customer experience and predicts business growth,” says Net Promoter Network. This simple 2 question survey helps you quickly determine if a member is a promoter, passive or a detractor. Not only does this survey take less than 10 seconds to complete, but it gives you a quick indicator of how successful your event was.
Image Credit: Net Promoter Network
AMO Tip: Send out this survey directly after the event. If you wait too long, a members feelings about that event may change. They’re more likely to give you a “promoter” score while they still have the event details at the forefront of their mind.
Quarterly Review
Here at AMO, we develop new goals every quarter. This means an analysis of past goals – the successes and failures – and what we need to do to improve. As an association leader, it’s important to share these goals with your members. It’s likely they have their own ideas and goals to set for the association. To make them feel part of the process, send out a quarterly review survey. This could be in conjunction with a physical event where you walk through upcoming opportunities and issues with the board and executive team. So instead of merely asking for written feedback, you’re having face-to-face discussions on what’s best moving forward.
Personalized Questions, Group Debrief
Instead of always sending mass surveys to everyone in your group, think about targeting the active individuals who could provide meaningful feedback. Pick a member from each sector or vertical of your group. Come up with a list of questions and combine the responses. Hold a debrief as a group and walk through the responses that highlight each unique perspective. Wrap it all up with an insightful blog post to share association-wide.
Asking for feedback not only shows that you care about the direction of your group but it also shows members that you value their contribution. This helps to create an open dialogue between members and management.
AMO has its own survey tool so you can send out voting ballots, event feedback and more, all within one centralized location. Give it a test drive yourself with a 30-day free trial!
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