And this is totally normal. We live and breath the association every day. We know all fourteen benefits, we probably invented at least one of them. We are uber users of the website. We have edited and proofed the conference schedule so many times we have it nearly memorized.
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.
Surveys like this illustrate the point [h/t Velvet Chainsaw].
The problem with being disconnected with members is we may focus on the wrong strategies, develop the wrong new products or services or send out marketing messages that just don’t hit the mark.
Might your association be out of sync with members? Get back in sync.
- Slow data vs. fast data
- A new way to think about why member join
- Members leave associations without a sound
Curious about how to get back in sync with your members? This style of member research might be right for your association’s goals.