Your most engaged members and your board members may not represent the rest of your members.
For example, long-time members love traditional receptions; new members typically hate them. New members need to learn the basics while long-time members get tired of hearing the same old sessions. 5-year members who lapse still might love the association while lapsed first-year members are mad!
What is great for one of our member groups might be terrible for another group of members. It is essential to think about who feedback is coming from and their motivations for giving that feedback. The members who have a voice in your association may not represent the member segment most critical to the health of the association.