Why Survey Your Members?
Surveying members is a valuable tool for membership organisations to gather insights, measure satisfaction, identify needs, and engage members in the ongoing improvement of their membership experience. By listening to member feedback and taking action based on their input, organisations can strengthen member relationships and drive long-term success.
Severn reasons to survey members:
1. To gather feedback
Surveys provide a structured way to gather feedback from members about their experiences, preferences, and satisfaction levels. This feedback can help organisations understand what is working well and what areas need improvement.
2. To measure member satisfaction
Surveys allow organisations to measure member satisfaction with various aspects of their membership experience, such as programs, services, events, and communication channels. By tracking satisfaction levels over time, organisations can identify trends and areas for improvement.
3. To identify member needs and preferences
Surveys help organisations understand the needs, preferences, and priorities of their members. By asking targeted questions about specific programs or services, organisations can gather insights to inform decision-making and strategic planning.
4. To evaluate the effectiveness of your offers
Surveys can be used to evaluate the effectiveness of specific programs, events, or initiatives offered by the organisation. By collecting feedback from participants, organisations can assess the impact of their efforts and make adjustments as needed.
5. To engage members
Surveys provide an opportunity to engage members and make them feel valued by soliciting their input and feedback. Actively involving members in the decision-making process can foster a sense of ownership and belonging within the organisation.
6. To improve communication
Surveys can be used to gather feedback on communication channels and messaging effectiveness. By understanding how members prefer to receive information and updates, organisations can tailor their communication strategies to better meet member needs.
7. To demonstrate accountability
Conducting surveys demonstrates to members that the organisation values their opinions and is committed to continuous improvement. Sharing survey results and actions taken in response to feedback can enhance transparency and accountability.
Member survey best practice
Before deciding which surveys to conduct, consider the following best practice approaches to implementing and managing member surveys effectively:
Define clear objectives
Clearly define the objectives of each survey, including what you aim to achieve, the specific information you want to gather, and how you plan to use the feedback. Align survey objectives with organisational goals and member needs to ensure relevance and effectiveness.
Tailor surveys to different audiences
Customise survey questions and formats to suit the preferences and characteristics of your target audience. Consider factors such as member demographics, communication preferences, and familiarity with survey technology when designing surveys.
Keep surveys concise and relevant
Keep surveys concise and focused to maximise response rates and minimise respondent fatigue. Prioritise essential questions that directly address survey objectives and avoid including unnecessary or redundant questions.
Use a mix of question types
Incorporate a mix of question types, including multiple-choice, Likert scale, open-ended, and demographic questions, to gather diverse insights and perspectives. Balance quantitative and qualitative data to provide a comprehensive understanding of member feedback.
Pretest surveys
Pretest surveys with a small sample of members before full deployment to identify any potential issues with survey design, wording, or functionality. Gather feedback from pretest participants and make necessary adjustments to improve survey quality and clarity.
Offer incentives for participation
Provide incentives or rewards for survey participation to encourage member engagement and increase response rates. Consider offering prizes, discounts, or exclusive content to incentivise participation and show appreciation for members’ time and input.
Ensure data security and privacy
Maintain data security and privacy throughout the survey process to protect sensitive member information. Use secure survey platforms, adhere to data protection regulations (such as GDPR), and clearly communicate how survey data will be used and protected.
Communicate survey purpose and benefits
Clearly communicate the purpose of each survey, the importance of member feedback, and the potential benefits of participation. Explain how survey results will be used to improve member experiences and inform organisational decision-making to motivate participation.
Choose the right survey distribution channels
Select appropriate distribution channels to reach your target audience effectively. Utilise email, website pop-ups, social media, member portals, or offline methods (such as mail or in-person surveys) based on member preferences and accessibility.
Follow up and close the loop
Follow up with members after surveys to acknowledge their participation, provide updates on survey findings, and communicate any actions taken as a result of member feedback. Close the feedback loop to demonstrate responsiveness and reinforce the value of member input.
Analyse and act on survey results
Analyse survey results systematically to identify key insights, trends, and actionable findings. Prioritise areas for improvement based on survey data and develop action plans to address identified issues and enhance member experiences.
Monitor and track survey metrics
Monitor survey metrics such as response rates, completion rates, and satisfaction scores to evaluate survey performance and identify opportunities for improvement. Use survey analytics to track trends over time and measure the impact of survey-driven initiatives.
21 Member Surveys to Consider
Membership organisations can implement various types of member surveys to gather valuable feedback and insights from their members. Here are some examples of surveys that membership organisations should consider implementing:
1. Member satisfaction survey
A satisfaction survey aims to assess overall member satisfaction with the organisation’s products, services, and overall experience. It typically includes questions about satisfaction levels, perceived value, and areas for improvement.
2. Membership renewal survey
This survey is sent to members who are due for renewal to understand their reasons for renewing or not renewing their membership. It can help identify factors influencing retention rates and inform strategies to improve membership retention.
3. Event feedback survey
After hosting events, conferences, or seminars, organisations can send event feedback surveys to attendees to gather feedback on various aspects of the event, such as content, speakers, venue, and logistics. This feedback helps improve future event planning and execution.
4. Training or workshop evaluation
For organisations offering training sessions, workshops, or educational programmes, conducting evaluation surveys can provide valuable feedback on the effectiveness of the training, relevance of content, and satisfaction with the learning experience.
5. Website user experience survey
Website user experience surveys are used to gather feedback on the usability, navigation, and overall experience of the organisation’s website. It can help identify areas for improvement to enhance the user experience and increase engagement.
6. Product or service feedback survey
If the organisation offers products or services to members, conducting feedback surveys can help assess satisfaction levels, identify areas for improvement, and gather suggestions for new offerings or enhancements.
7. Community engagement survey
For organisations with online communities or forums, conducting community engagement surveys can help understand member participation levels, satisfaction with community features, and suggestions for improving community engagement.
8. Member needs assessment survey
This survey aims to identify the evolving needs and preferences of members. It can cover topics such as preferred communication channels, desired benefits or services, and areas where the organisation can provide additional support or resources.
9. Diversity and inclusion survey
To assess inclusivity and diversity within the organisation, conducting surveys focused on diversity and inclusion can help identify gaps, barriers, and opportunities for fostering a more inclusive environment for all members.
10. Volunteer feedback survey
For organisations that rely on volunteers, conducting volunteer feedback surveys can help gather feedback on volunteer experiences, satisfaction levels, and areas for improvement in volunteer management practices.
11. Member demographic survey
A demographic survey collects information about members’ demographics, such as age, gender, occupation, location, and industry. This data helps organisations better understand their membership base and tailor services to meet diverse needs.
12. Communication preferences survey
This survey gathers insights into members’ preferred communication channels, frequency of communication, and types of content they find most valuable. It helps organisations optimise communication strategies to ensure messages reach members effectively.
13. New member onboarding survey
Sent to new members shortly after joining, this survey assesses their initial experience with the organisation, reasons for joining, and expectations. It helps identify opportunities to enhance the onboarding process and ensure a positive membership experience from the start.
14. Advocacy and engagement survey
This survey measures members’ willingness to advocate for the organisation, participate in advocacy efforts, or engage in grassroots initiatives. It helps gauge members’ level of commitment and interest in supporting the organisation’s mission and goals.
15. Member loyalty and Net Promoter Score (NPS) survey
The NPS survey measures members’ likelihood to recommend the organisation to others and assesses overall loyalty and satisfaction levels. It provides a simple yet powerful metric for tracking member loyalty and identifying promoters, passives, and detractors.
16. Member benefits survey
This survey evaluates members’ awareness, usage, and satisfaction with the benefits and services offered by the organisation. It helps identify which benefits resonate most with members and informs decisions about adding, modifying, or discontinuing benefits.
17. Membership value perception survey
Aimed at assessing members’ perceptions of the value they receive from their membership, this survey explores the tangible and intangible benefits members derive from their affiliation with the organisation. It helps ensure that membership offerings align with members’ expectations and needs.
18. Industry benchmarking surveys
Conducted in collaboration with other organisations or industry partners, this survey benchmarks key metrics, trends, and best practices across the sector. It provides valuable insights into industry standards and helps organisations identify areas where they excel or lag behind competitors.
19. Member Satisfaction Index (MSI) survey
The MSI survey is a comprehensive assessment of member satisfaction across various aspects of the organisation, including products, services, events, communications, and overall experience. It generates a composite satisfaction score that serves as a benchmark for performance improvement efforts.
20. Customer Effort Score (CES)
Customer Effort Score (CES) is a metric used to evaluate the ease with which customers can interact with an organisations products, services, or support. Unlike other metrics that measure satisfaction or loyalty, CES focuses specifically on the effort required by customers to accomplish a task or resolve an issue. It typically involves a survey question such as, “How easy was it to get the help you wanted today?” with responses ranging from “Very Difficult” to “Very Easy.”
[Dig deeper] How to Collect, Assess and Act Upon Customer Effort Score (CES)
21. Exit survey
Sent to members who choose not to renew their membership, an exit survey collects feedback on the reasons for leaving, areas of dissatisfaction, and suggestions for improvement. It helps identify opportunities to address issues and reduce member churn in the future.
Over to you
Surveying your members is one of the most effective ways to gather crucial feedback, measure satisfaction, and identify their needs. It provides valuable insights that help membership organisations improve their offerings, enhance communication, and foster deeper member engagement. By listening to what members have to say and acting on their feedback, organisations can strengthen relationships and drive long-term success. Whether you’re aiming to measure satisfaction, evaluate program effectiveness, or simply engage members, surveys are an essential tool for continuous improvement.
Ready to boost member satisfaction and engagement? Start surveying your members today and make informed decisions that drive success!
