INDUSTRY INSIGHTS YOUR PEERS ARE READING
” This happens all the time in association leadership because we are coming at everything with a different perspective than our members. We think, “man, we killed ourselves to get as many responses as we did, this member should go out and recruit more respondents like her.” MORE
Our members are self-centered. Our members have… no time. Only organizations that solve our member’s problems, speak their language, and understand them will get their time and attention. Can you stand in your member’s shoes and do this? MORE
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. MORE
What makes an association great in the eyes of members? Members say, Transactions work like I expect them to. I am proud to be a member. I aspire to meet the other members of this association. Or the staff, board, and members go above and beyond. MORE
CEOs have a tremendous impact on each member’s perceptions of the association, member culture, and membership metrics. Membership departments tend to focus on members or they focus on the mechanics of membership. MORE
The trouble with association boards is they tend to be populated with super-members. Super-members are members who are so engaged, so seasoned, so advanced in the profession or industry they are not like most members. Don’t ask them to guess what new members need or want. MORE
While conducting member research new members and long-time members share why they engage with their association (and why they don’t). Related: How new members are prompted to engage. The new member engagement rule of three. MORE
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? MORE
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 professionals MORE
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 technology MORE
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. MORE
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. MORE
True customer (member) obsession and high-velocity decision making are the most critical but also the most difficult for associations. Think about your members. Think about your best members. Not board members but regular members who are highly engaged. MORE
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. MORE
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. Qualitative member research methods do. MORE
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. Related: Data and association decision-making. Beware of one question surveys for associations. MORE
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. MORE
New members are the most at risk members of most associations, but some members do engage. Knowing why they engage, might help us guide more new members in this direction. So what prompts new members to engage? They went to the conference as a non-member. MORE
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. MORE
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. Dive into your member’s stories and find out how close you are. MORE
Likely members think the value of their membership is more than or less than we think they think it is. Likely members have better or worse experiences with the association than we guess they do. Likely members like the conference more or less than we assume they do. Often. MORE
From the outside, this association is very much like many others; there are members, chapters, special interest groups, and conferences. When the association needed a new website a member lead the refresh. A team of members is putting together a new product plan. MORE
Our members may think membership is priced too high because of its impact on their budget or personal wallet. If members bought all the benefits a la carte, they would pay twice as much. Members see three precious days out of the office, away from their families. MORE
Each time you offer members something new you have a choice. You can listen to the feedback from those members who are all in. Member feedback helps the new change or product reach its fullest potential. What is your association’s take on member feedback? MORE
Related: Member participation, volunteerism, and contribution are declining. Member Engagement Member Experience association strategy engaged members member engagement member experience member insights volunteering volunteers MORE
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. Members get value when we help them solve their problem. MORE
When surveys stop working but you still need to learn more about member’s challenges, problems, opinion, needs, wants, and goals. You analyzed member data and conducted surveys, here’s what is next. Helping members answer the questions that matter most. MORE
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. Not this member. At the same time invite more member collaboration. MORE
There are some things about the association we may not know unless we ask members. our long-time members are disengaging. we use different words than our members use. we are solving a problem members have already solved. MORE
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? The post Whose Feedback Matters Most to the Future of the Association? appeared first on Smooth The Path. MORE
Related: Don’t ask for feedback from members who are too new. Asking members to opt in after a bad member experience. The post Members Leave Associations Without a Sound appeared first on Smooth The Path. MORE
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. We have got to ask our members. MORE
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. MORE
Our members have no idea that: We have 30,000 other things going on in addition to answering the phone. We are about to go on-stage before 3,000 members, and we are a little nervous. Our members have no idea, and if we were in their shoes, we would have no idea either. MORE
Many associations see that their most at-risk members, the ones least likely to renew, are new members. But some new members do engage with the association, and they go on to become engaged 3-7 year members. Is the association providing enough value to long-time members? MORE
Imagine what you can learn by listening to your members share their thoughts, ideas, goals, and problems. The post A Cheaper, Faster Way to Conduct Your Member Listening Tour appeared first on Smooth The Path. MORE
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. The good news is these are exactly the members we most need to talk to. Members want to be heard. MORE
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? The same goes for associations: now we understand our members’ biggest problems. MORE
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. Consider what the methodology is best at doing. MORE
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? Member culture: setting the tone for better learning, engagement and connection. MORE
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? MORE
Member Insights Related Topics 
Smooth The Path
MARCH 8, 2016
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. Consider what the methodology is best at doing.
Smooth The Path
JANUARY 28, 2016
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.
Smooth The Path
OCTOBER 20, 2016
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? The post Whose Feedback Matters Most to the Future of the Association? appeared first on Smooth The Path.
Smooth The Path
APRIL 21, 2016
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. Related: Data and association decision-making. Beware of one question surveys for associations.
Smooth The Path
NOVEMBER 15, 2018
The trouble with association boards is they tend to be populated with super-members. Super-members are members who are so engaged, so seasoned, so advanced in the profession or industry they are not like most members. Don’t ask them to guess what new members need or want.
Smooth The Path
JUNE 7, 2018
When surveys stop working but you still need to learn more about member’s challenges, problems, opinion, needs, wants, and goals. You analyzed member data and conducted surveys, here’s what is next. Helping members answer the questions that matter most.
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Smooth The Path
APRIL 3, 2016
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.
Smooth The Path
APRIL 24, 2018
Our members are self-centered. Our members have… no time. Only organizations that solve our member’s problems, speak their language, and understand them will get their time and attention. Can you stand in your member’s shoes and do this?
Smooth The Path
APRIL 5, 2016
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. Not this member. At the same time invite more member collaboration.
Smooth The Path
JULY 10, 2018
Our members have no idea that: We have 30,000 other things going on in addition to answering the phone. We are about to go on-stage before 3,000 members, and we are a little nervous. Our members have no idea, and if we were in their shoes, we would have no idea either.
Smooth The Path
JUNE 26, 2018
CEOs have a tremendous impact on each member’s perceptions of the association, member culture, and membership metrics. Membership departments tend to focus on members or they focus on the mechanics of membership.
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Smooth The Path
MAY 1, 2018
Related: Member participation, volunteerism, and contribution are declining. Member Engagement Member Experience association strategy engaged members member engagement member experience member insights volunteering volunteers
Smooth The Path
MAY 3, 2018
” This happens all the time in association leadership because we are coming at everything with a different perspective than our members. We think, “man, we killed ourselves to get as many responses as we did, this member should go out and recruit more respondents like her.”
Smooth The Path
SEPTEMBER 6, 2017
What makes an association great in the eyes of members? Members say, Transactions work like I expect them to. I am proud to be a member. I aspire to meet the other members of this association. Or the staff, board, and members go above and beyond.
Smooth The Path
JULY 12, 2018
From the outside, this association is very much like many others; there are members, chapters, special interest groups, and conferences. When the association needed a new website a member lead the refresh. A team of members is putting together a new product plan.
Smooth The Path
APRIL 5, 2018
Our members may think membership is priced too high because of its impact on their budget or personal wallet. If members bought all the benefits a la carte, they would pay twice as much. Members see three precious days out of the office, away from their families.
Smooth The Path
AUGUST 2, 2017
Many associations see that their most at-risk members, the ones least likely to renew, are new members. But some new members do engage with the association, and they go on to become engaged 3-7 year members. Is the association providing enough value to long-time members?
Smooth The Path
MAY 31, 2017
Each time you offer members something new you have a choice. You can listen to the feedback from those members who are all in. Member feedback helps the new change or product reach its fullest potential. What is your association’s take on member feedback?
Smooth The Path
JUNE 30, 2016
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 technology
Smooth The Path
OCTOBER 23, 2017
Imagine what you can learn by listening to your members share their thoughts, ideas, goals, and problems. The post A Cheaper, Faster Way to Conduct Your Member Listening Tour appeared first on Smooth The Path.
Smooth The Path
MAY 12, 2016
Related: Don’t ask for feedback from members who are too new. Asking members to opt in after a bad member experience. The post Members Leave Associations Without a Sound appeared first on Smooth The Path.
Smooth The Path
MAY 23, 2017
True customer (member) obsession and high-velocity decision making are the most critical but also the most difficult for associations. Think about your members. Think about your best members. Not board members but regular members who are highly engaged.
Smooth The Path
JULY 31, 2017
While conducting member research new members and long-time members share why they engage with their association (and why they don’t). Related: How new members are prompted to engage. The new member engagement rule of three.
Smooth The Path
FEBRUARY 28, 2017
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.
Smooth The Path
AUGUST 30, 2016
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.
Smooth The Path
JULY 26, 2017
New members are the most at risk members of most associations, but some members do engage. Knowing why they engage, might help us guide more new members in this direction. So what prompts new members to engage? They went to the conference as a non-member.
Smooth The Path
FEBRUARY 9, 2017
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. Dive into your member’s stories and find out how close you are.
Smooth The Path
FEBRUARY 21, 2016
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?
Smooth The Path
DECEMBER 21, 2015
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. We have got to ask our members.
Smooth The Path
MARCH 31, 2016
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?
Smooth The Path
AUGUST 9, 2016
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 professionals
Smooth The Path
FEBRUARY 9, 2016
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. Members get value when we help them solve their problem.
Smooth The Path
JULY 19, 2016
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.
Smooth The Path
APRIL 7, 2016
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. The good news is these are exactly the members we most need to talk to. Members want to be heard.
Smooth The Path
JUNE 19, 2016
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. Qualitative member research methods do.
Smooth The Path
MARCH 22, 2016
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.
Smooth The Path
JULY 26, 2016
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.
Smooth The Path
APRIL 19, 2016
There are some things about the association we may not know unless we ask members. our long-time members are disengaging. we use different words than our members use. we are solving a problem members have already solved.
Smooth The Path
MARCH 17, 2016
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? Member culture: setting the tone for better learning, engagement and connection.
Smooth The Path
FEBRUARY 23, 2016
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? The same goes for associations: now we understand our members’ biggest problems.
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