In the fast-evolving landscape of membership associations, the ability to adapt and grow is paramount. Central to this adaptability is the use of data, research and insights. For any membership association aiming to serve its members effectively, remain relevant, and sustain long-term growth, research isn’t just beneficial—it’s essential.
Looking inwards
Research provides the tools necessary to gain insights on your members – past, present and future. Through tailored tried and tested research techniques and methodologies, associations can identify the specific needs, preferences, and pain points of their members. This information allows associations to tailor their services, benefits, and communications to better meet these needs. An easy-win is an annual membership satisfaction survey. Customer satisfaction and Net Promoter Scores (NPS) are also invaluable as measures of success in marketing and brand research, and membership associations should contexualise these metrics to create industry standard benchmarks that are a comparable measure of progress.
Another internal use case of research, often forgotten, is to use research and insights for guiding the strategic direction of an association. In a world where trends and member expectations can shift rapidly, relying on outdated assumptions or anecdotal evidence can lead to misguided decisions. Instead, data-driven strategies based on solid research as part of the strategy-setting process empowers associations to make the exercise inclusive and rooted in evidence.
It is not surprising that the top challenge for associations as reported in the State of Mobile in Associations 2023 is ‘communicating membership value’. Perhaps, focussing on determining how members articulate the value they receive could be a starting point.
Finally, demographic and firmographic data about your membership complemented with engagement research can help associations to pinpoint what resonates most with their members. Associations can diversify their offerings to cater to different segments of their membership, thus maximising engagement across the board. Moreover, tracking sentiment at key touchpoints can also signal when member engagement is waning, allowing associations to take corrective action before it’s too late.
Looking outwards
Membership associations ought to serve as the voice of their sector and industry, advocating on behalf of their members to influence public policy and regulatory changes, or publish industry standards and benchmarks. Rigorous research provides the evidence needed to support these advocacy efforts, lending credibility and weight to the association’s position.
When an association can back its stance with concrete data such as economic impact studies or industry trend reports, it is not only adding immense value to its membership offer but also supporting the sector to be taken more seriously by policymakers and stakeholders. This not only helps to achieve the association’s advocacy goals but also reinforces its reputation as a leader within the industry.
To sum it up
A focus on data, research and insights is critical for the future of any membership association. By understanding member needs, driving strategic decisions, enhancing engagement, and supporting advocacy efforts, research lays the foundation for sustained growth and relevance. While the world around us adopts AI and other sectors reap the benefits of adopting an insights-driven approach, it is no longer optional for associations to do the same, it’s essential. It all starts with taking stock of where you are on your insights maturity curve and where you wish to be.
If you are curious to find out what it takes to make research central to how you operate, please take this short 5-minute assessment to find out or get in touch to know more.
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