Let’s say we compiled the results of all the exit surveys answered last year across all of the associations who field them. My guess is, we would learn: most members don’t renew because their job changed, some smaller number didn’t renew because they didn’t see the value, and some others didn’t renew because the price is too high. After these three top answers we’d see the long tail of answers. Do these answers give you what you need to make a real change?
How actionable are most exit surveys? There’s not much we can do when a member moves out of the profession or industry. All associations have room to provide more value. And when we provide amazing value price becomes less of an issue.
With exit surveys we are asking, how do we stop members from leaving the organization? A better far better question to ask is: what more can we do to help members renew? Exit surveys can’t do that but a whole different methodology can.