Member Value Drivers? Too often an association’s internal discussions are about tweaking “outputs” and not creatively driving the “outcomes” that members really care about. This only fuels the “we/you” culture that exists in so many associations. Associations can get into trouble when internal discussions infer “we know what’s best for our members”. If members don’t feel that they can impact things that they care about, they form coalitions and on line communities outside of the association. (http://bit.ly/1qEaS3H)
Outcome Focus and Member Value Drivers
Members only care about “outcomes” that address their business and professional challenges and opportunities (See ROI TO R.O.M.E. http://bit.ly/1nCFqiU). Change the conversation from selling and testing satisfaction with association outputs (conference, journal, etc.) to engaging members in ways that facilitate knowledge sharing and collaboration with other members.
Up At Night Issues
Whether obtained via survey, focus groups, interviews, roundtables, online community dialogue, social media tracking or other mechanisms, it’s essential to understand how an your association is currently impacting member objectives. This requires securing actionable data about member perceptions of their environmental and operational challenges. If these issues aren’t surfaced, Associations may not be asking the right questions.
Member Impact Surveys
Associations should utilize impact surveys instead of satisfaction surveys as impact surveys are forward looking. They focus on the desired future outcomes that members seek to address their “up at night” issues.
Member Value Drivers?
Strategic member engagement begins with changing the conversation from “outputs” to “outcomes”. An “outcomes” focus drives member value and helps to accelerate competitive positioning and Association operating results. (http://bit.ly/1g8g1J2)
