A leading professional association working to advance the success of its 4,000+ members.
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.
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.
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.
The scope of this project includes four main areas of activity:
Bâton Global engaged in secondary research in order to gain a deeper understanding of the trends, challenges, and opportunities affecting membership organizations.
B|G conducted stakeholder interviews with current association members, former members, and non-members in order to verify secondary research findings. A survey was developed for each of these three stakeholder groups.
B|G administered the survey to stakeholder groups using an online survey platform and analyzed the results.
B|G provided the client with actionable insights that could be used to better engage members and grow its membership base.