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Before You Go To Your Go-To Member Insight Methodology

Smooth The Path

Match your business goals, your project’s goals, your members’ goals with the right member research methodology. Why no member survey may be better than one member survey. The post Before You Go To Your Go-To Member Insight Methodology appeared first on Smooth The Path. Consider what the methodology is best at doing.

Asking Members to Opt In After a Bad Member Experience

Smooth The Path

I met a really unusual member today. After having a bad first conference experience most members don’t attend again. After having a bad chapter event experience most members don’t go again. After reading a few emails and finding no value most members start ignoring the association’s emails. Not this member. What to do first. What not to do.

Sorting Out the Opinions that Matter the Most for Our Associations

Smooth The Path

Member Insights core member engaged feedback helpful member insightsThe post Sorting Out the Opinions that Matter the Most for Our Associations appeared first on Smooth The Path.

Mind the Member Gap

Smooth The Path

When I talk to relatively new members there is almost always a 3-5 year gap between when the member started in the profession or industry and when they actually became a member of the association. This is why younger members don’t join our association: Awareness – They don’t know about the association. Why didn’t you join sooner?

Slow Data vs. Fast Data

Smooth The Path

Slow data is the data we accumulate after talking to members at event after event after event, by job shadowing or in member phone interviews. When you have seemingly unanswerable questions about members it is slow data that holds the answer. Related posts: Please ask members. Before you go to your go-to member insight methodology. Slow data is different.

Why We Might Be Interpreting Our Association’s Data All Wrong

Smooth The Path

Our assumptions about our members can be wrong. We see the data footprints members leave in their wake, the renewals, the ways they engaged, the content they read. The only way to overcome this bias is to find out what is driving our member’s actions, goals, fears, and challenges. It is not enough to look at the data and see what our members are doing.

Members Who Share Their Opinions Expect Action (here is what we are going to do!)

Smooth The Path

Our members won’t want to give 45-minutes to hour of their time for an interview is a common worry among many association executives. But I find that members actually do. These best members are the ones who believe in the association, who get more value than most or who believe in the promise of the association. Members expect us to act on their insights.

Don’t Ask for Feedback from Members Who Are Too New

Smooth The Path

Should we look outside the association to talk to prospective young members? The post Don’t Ask for Feedback from Members Who Are Too New appeared first on Smooth The Path. Member Insights Member Research member feedback member insights member research new members qualitative member research quantitative member research

Please Ask Members

Smooth The Path

As a member researcher I see some validity to this statement. Research, particularly qualitative research is very good at naming member problems but members themselves are often hard pressed to articulate the right solution. The problem with this quote is too often it is used as proof of why member research, of why asking, is the wrong tactic to use for our associations.

What We Can Do to Get Members to Rave About the Association

Smooth The Path

For associations who want raving fans not just satisfied members think about all the things your very favorite go-to’s do. What else can we do to get members to rave about our association? Related posts: The members we should focus on. We should value the members who value the association the most. Maybe it’s the next iPhone. Same with Zappos. Onward!

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One Thing We can do to Prepare for Change

Smooth The Path

Related: Members need association help when they face change or start something new. Did you know that member surveys can be risky? Association Strategy Member Research change innovation member insights member problems risk strategy technologyThe award-winning process for association innovation.

Data and Association Decision-Making

Smooth The Path

We feel better when we can say 75% of our members do this. When making a strategic decision on the basis of qualitative data (a member survey, our own data or third party data) ask these questions: Who responded and are these the members we most need insight from? Why do we want statistics so much? 45% want this. 68% prefer this. And many times they are. I agree.

Whose Feedback Matters Most to the Future of the Association?

Smooth The Path

Related: Identify innovating members. We should value the members who value the association the most. Is the association providing enough value to long-time members? Member Experience Member Insights association change change management future focused member experience member feedback member insights risk

Millennials and Our Associations

Smooth The Path

Related: The wonder of new members. A new way to think about why members join. Member Experience Member Insights member segmentation Millennials new-to-the-profession professional development professional life event young professionalsMillennials are the next generation we need to attract to associations. They will be our association leaders.

Our Members Are Not Crazy

Smooth The Path

Members don’t take the time to understand their benefits. Those chapter leaders are not communicating well with new members. There are so many situations that pit association staff against members. If you are sometimes baffled by your member’s decisions or your board’s decisions check out a timely article I recently became aware of.

Warning Attendees to Not Attend The Conference Again

Smooth The Path

Improve the member experience with curated networking. Conference Member Insights attendee experience first impressions member experience member focused networking observation professional developmentA tire pressure sensor is broken on my husband’s truck. At a few hundred dollars to repair he’s been in no hurry to get it fixed. Onward!

A New Way to Think About Why Members Join

Smooth The Path

Over and over we hear that professional development and networking are the top reasons members join any association. Here’s another way to think about why members join. Here are some of the things they are searching for: How do we know exactly what our members are searching for? Members need association help when they face change or start something new.

Helping Members Answer the Questions that Matter Most

Smooth The Path

There’s an interesting dance that happens with member research. We ask the questions we think we want to know the answers to but members see those questions and find they would rather answer some other more important questions. Online surveys don’t allow and don’t prompt members to add important questions and then answer them. Related: Please ask members.

Am I Going to be the Only One Like Me?

Smooth The Path

Before a member joins, before an attendee registers, before a new member puts their first chapter event on their calendar, they wonder: Will I be the only one like me? Learning and connections in the profession may be fine in the beginning but eventually people want to meet other members like them. Member culture: setting the tone for better learning, engagement and connection.

Learn About Members’ Why

Smooth The Path

This is great advice but it is awfully hard to do when we don’t know our members’ why. For every action (or inaction) members (and non-members) take there is a why. As established organizations, knowing our member’s why helps us develop and communicate our why. Likely you have gotten a lot of what -type insights. Why do members renew?

The Award-Winning Process for Association Innovation

Smooth The Path

For now this outside-in approach only cares about the end user or in our case our members. What are our members’ most pressing problems? Conversations, interviews and observation are the best ways to answer these critical questions then look through the data for patterns; that’s where members’ problems reveal themselves. The changes needed seem too big and too risky so we wait.

Overcoming Association Change Fatigue

Smooth The Path

If you are walking into an association where one or a combination of any of these things have happened, you may see that everyone is fatigued; staff, board and maybe even members. One great way to build trust is learn about members and help everyone else to learn about members in a new way. By doing this we learn what is most important to members now. Start at discovery.

We Should Value Members Who Value the Association the Most

Smooth The Path

Here’s an unpopular view: association staff should focus most on those members who value the association the most. But here’s the problem, we don’t have the resources to serve every type of member with every type of problem, often competing problems, really well. Instead we become more generic serving most members in an average sort of way.

Case Study: In-depth Member Interviews Feed Association’s Strategic Plan

Smooth The Path

What else should the association do to support members during these extremely challenging times? In preparation for other strategic planning processes the association conducted quantitative member surveys but found the results were not all that actionable because there continued to be so many unanswered questions. Learn if there were any barriers preventing deeper member engagement.

3 Ways to Get Members to Read Your Marketing Communications

SocialFish

Same with your members they think much of what you send to them does not apply to them. Here’s why your members may not be responding to your marketing communications: Use their words. When I’m working with clients I’m often surprised by the difference between what the client calls things and what their members call things. How many do you think you catch?

Association Brain Food Weekly: 6.13.16

Reid All About it

Hear how the National Association of Tax Professionals used Google Universal Analytics to uncover insights they previously only made assumptions about, and how the American Speech-Language-Hearing Association streamlined their business processes with Google Tag Manager. – Measuring: Using Digital Metrics to Gain Member Insight. No demos, sorry. Host: Gravitate Solutions.

Association Brain Food Weekly: 5.30.16

Reid All About it

Wouldn’t you like to provide industry news to members without having to write it from scratch? – Overview: Using Digital Metrics to Gain Member Insight. The four-hour work week is a myth, despite what Tim Ferris says, but thankfully the four-day work week isn’t. Even during this short work week, surely you can find some time to invest in yourself. Info/register.

The Marketing of Marketing is not Telling Us The Whole Story About Member Research

SocialFish

Technology promises to give us unprecedented access to our members’ hearts and minds but does it really deliver? When you first step into a marketing role at an organization with few member insights, start with the data. We may start to repel members instead of attracting them. Why do our best members love us? Have conversations with your members.

Growth Hacking Your Community with Vanessa DiMauro

Higher Logic

It should attract new members, offer smooth onboarding and persistent attention, and ultimately embrace marketing tactics like great content, campaigns and social media outreach. NSBE was founded in 1975 and has around 30,000 members. Growth matters: five member engagement hacks. Behavior change is what will get members to remember to log in, consume content and contribute.

FAQ 33

How Are Associations Using Twitter?

SocialFish

While all of these things are important for our members to know perhaps pushing all of the time is not so engaging. Instead of just pushing messages through Twitter here are some other ways to use this social media channel that may help you serve your members. Build relationships with members, vendors and industry influencers. Discover. Connect. Celebrate. Serve. Promote.

Turning Our Members’ Problems into Opportunities

Smooth The Path

Members want us to solve problems that they can’t solve for themselves – Greg Melia , Director of Membership for ASAE at MASAE’s 2015 mid-year conference. We solve the problems that nag our members, problems that no one else cared to solve or could solve. Associations have members, an annual conference, a directory and some kind of publication. Of course he is right.

Association Brain Food Weekly: 6.6.16

Reid All About it

Join AENC affiliate members to discuss: How are you marketing your company and/or yourself? – Best Practices: Using Digital Metrics to Gain Member Insight. I’m not going to name names, but I saw a company promote a webinar on Twitter just two days before holding it—that was the first time they mentioned it on Twitter. Nowhere. What the heck? Tue 6/7 at 12 p.m. to 12 p.m.

Meat Association’s App Serves Up Regulatory Info on the Go

Associations Now

This week, the North American Meat Association (NAMA) is taking a step to put the information within its members’ reach. The site and related app are the latest regulatory-focused effort by the meat association, which has assisted its members with information on rules and regulations since the 1940s. The association, which represents more than 600 companies in the U.S.,

The CEO’s Guide to Association Innovation

Association Adviser

At the same time, we are seeing that our professions and industries are being turned upside down by changing technology, regulations, public perception, member expectations, budgets and more. To guide our members through the turbulence, we need to change, adapt and innovate more nimbly. How do you make sure you are capturing the ideas of member-facing staff? Good news! CGue2k.

Lunchtime Links: Communicate To Solve Member Complaints

Associations Now

Unearth the root cause of your members’ complaints. Members should feel comfortable voicing their issues, and your association should be prepared to handle—and, at best bet, solve—their complaints. How to respond to a member’s complaints, and more, in today’s Lunchtime Links. Your member doesn’t like your speakers? Are they complaining about costs?