Selling or Engagement? Engagement drives the association’s business model, while enhancing the association’s influence, prestige, and competitive positioning. Discussions like these can completely change the conversations away from: “what do I get for my dues?” Associations looking to grow revenues and membership and improve engaging instead of selling could better position their organizations for longer term success using this approach.
“Impact ” VS. “Satisfaction”
Quite often, associations are tracking member “satisfaction” with their offerings. “Satisfaction” surveys have the explicit connotation of “we want to know if you as a member appreciate all that we are doing for you”. Often disappointed with satisfaction survey results, associations add more and more services.
Alternatively, impact and outcome survey data allows you to set priorities and minimize the activities that no longer provide sufficient relative value. This is also an opportunity to find out how various segments of members and non members prefer to be engaged, and which other organizations are trying to meet their needs.
Member Impact Strategies
Evidence that the member impact survey and corresponding strategies are taking shape and impacting operating results and performance at different organizations. In addition, Corey Rosenbusch, President & CEO, GCCA, (the Global Cold Chain Alliance) says that his organization is shifting away from a “member satisfaction” focus to a “member impact” focus.
Selling or Engagement?
Is there any correlation between the frequency of impact surveys and 3 year business model trends? The Strategic Member Engagement survey shows that those who conduct member impact surveys annually were far more likely to report an upward 3 year trend in their operating results.
