Gaining insight from the less engaged
Most membership organisations carry out some form of member research, typically through an online survey. Members participate, results are collected, and the organisation gains some understanding of membership values and perceptions. This is important feedback for influencing policy, but typically the same members respond every time, and the results offer insight only from the more engaged population. Even if take up of online membership surveys is reasonably strong, does this provide an accurate overall picture?
Some may say yes, due to respondent profiling and the spread of age, grade and geographic location for example. However, we believe the views of the less engaged majority are just as critical in influencing future planning and strategies. The fact that they are not responding is, in itself, informative. The feedback we receive is often that the member is just “too busy” to respond. In reality, this can often translate to “I do not value my membership enough to participate”.
In our experience, standalone online membership surveys need additional qualitative research to explore the responses further and unpick some of the issues facing members. Telephone conversations with non-respondents can highlight potential weaknesses as well as improve member engagement. The perception may be that those who do not participate in the survey are generally satisfied with their membership and don’t feel the need to comment. This is especially true if the members have attended events, or training, or are the “holy grail” of renewals; Direct Debit payers!
On the other hand, there is the potential for a lack of engagement generally and less use, or even awareness, of the membership benefits on offer. Members we speak to regularly are often unsure of all the services provided and this is especially true of those whose employer pays their subscription fee. This will ultimately have a detrimental influence on whether a member values their membership enough to renew in the future.
“I have not had the opportunity to look into the benefits, but will do now because there is quite a lot I wasn't aware of!”
“I've actually used more services than I thought, I forget where the resources come from most of the time.”
It is clear that online surveys play an important role and should be implemented on a regular basis. But let’s not forget those consistent non-respondents and instead use the surveys as a platform to improve engagement and ultimately, strengthen the relationship with your members.
Copyright Hall Associates Europe 2021