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Spring NLAE Meeting March 28, 2007

Designing & Utilizing an Effective Membership Survey. Judy Markoe VP, Marketing & Communications. Spring NLAE Meeting March 28, 2007. Membership Survey Considerations. Goals of organization Immediate Long-term Information needed for decision-making

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Spring NLAE Meeting March 28, 2007

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  1. Designing & Utilizing an Effective Membership Survey Judy Markoe VP, Marketing & Communications Spring NLAE Meeting March 28, 2007

  2. Membership Survey Considerations • Goals of organization • Immediate • Long-term • Information needed for decision-making • Guidelines for constructing effective surveys • Mix of Methods • Big Picture

  3. Goals of Organization • Immediate and long-term • Should reflect strategic plan • Growth • Image/Brand • Influence • Education • Business development • Professional development • Fundraising • Collaboration

  4. Why Do A Membership Survey? • Create a baseline • Obtain specific information • Program input • How to communicate (mail, email) • Identify changes/trends • Influence messages/copy • Inform ad placement

  5. What Do You Need to Know? • People • - Demographics • - Interests • - Needs • - Info about your brand • - View of you vs. competitor • - Why they belong • - Why they don’t • - What they read (interest, advertising) • - How to communicate (email/mail)

  6. What Do You Need to Know? • Program • - Evaluation for individual programs • - Interests • - Level of need (track, session, workshop) • - Timing • - Format • - Location • - Speaker recommendations/ideas • - Program topic ideas • - Value • - Satisfaction

  7. What Do You Need to Know? • Competitors • - Brand view of your organization vs. competition • - Other orgs to which you belong • - Programs attended • - Resources/services used • - Value of services • - Certifications • - Organizations to which members/non-members belong • - Strengths/weaknesses • - Opportunities for collaboration

  8. What Do You Need to Know? • Services • - Services/Resources used • - Frequency of use • - Value to member/non-member • - Strengths/weaknesses • - Need for new/revised services • - Customer service • - Satisfaction

  9. Benefits of Surveys • Create a baseline • Obtain specific information (i.e. Program input, how to • communicate (mail, email), etc.) • Identify changes/trends • Influence messages/copy • Inform ad placement • Build relationships • Great PR • Identify opportunities • Educate/influence

  10. Mix methods • Print or online • - Capture your audience immediately (at meeting) and get • fresh thoughts • - More questions/cover more territory • - Infrequent • - Easy to administer • - Easy to follow-up • - Analysis done for you • continued

  11. Mix methods (cont’d) • Interview • - Target audience • - More in-depth • - Immediate follow up • - Input you could not expect • - Personal connection • Focus group • - Evaluate visual items • - Copy, design, products,etc. • - Identify issues • - Need unbiased/unconnected facilitator • - Personal connection

  12. Guidelines • Identify your needs • Plan • - How many surveys, what type, frequency • Limited amount of questions • Construct questions without bias • Be careful not to lead • Incorporate evaluations • continued

  13. Guidelines (cont’d) • Mix types of questions • - Yes/no • - Multiple choice • - Ranking • - Open-ended (use these lightly!) • Use a number of ways to get at more complex issues • - Rank programs, services • - Name two things you would change • - Is XYZ organization a better org than it was 5 years ago? • If you answered “yes” tell us why. If you answered “no,” tell us why. • - I would like XYZ to offer more in the following areas • - Analysis of trends

  14. Big Picture • Ongoing • What is working/what is not? • Consider in light of your entire communications plan • Opportunity • - Way to be in touch • - Respond back with findings and what changes you are • incorporating • - Report in magazine/newsletter • - Reinforce that members told us • - Provide ongoing ways for members to give input • Intangible results: • - Members feel input is valued, feel connected, are loyal and tell others

  15. Thank you! 15245 Shady Grove Road • Suite 130 • Rockville, MD 20850 • (301) 258-9310 www.mgmtsol.com

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