Case Study

Surveying Members to Increase Association Engagement

Introduction

A leading professional association working to advance the success of its 4,000+ members.

The Story

The Challenge

With paradigm shifting technologies upending how association members interact with information and each other, the client was grappling with the issue of how to remain relevant and move forward with an informed growth strategy.

The Choice

The response

External research was conducted in order to develop an initial understanding of current trends and opportunities related to association management. A survey was then administered to the client’s current members, former members, and non-members in order to gain insight into shifting demographics, preferred learning styles, topics of interest, publication content, perceived value of benefits and services, preferred communication mediums, and popularity of engagement activities.

The Results

Critical insights informed by B|G survey research gave the client the tools to develop and refine member programming, build new avenues for engagement, and attract new members.

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