Header image

Using member research

August 29th, 2011 | Posted by Abby in Membership - (0 Comments)

Last week 30 membership professionals gathered to hear about member research and what it can do for an organisation. I organised the event on behalf of MemberWise, a free resource for those working in the membership field. It was a really buzy night.

The first presentation, from Seb Elsworth at ACEVO (where I used to work), the charity CEO membership body, who focused on using research to inform the strategic planning process. At the time it was so exciting for us to be able to carry out this sort of meaty survey. It really helped inform our planning but also our communications.

Then Amanda Rosewarne from Kingston Business School talked about her project collecting CPD research amongst employers and professional bodies.

The final speaker was Mark Taylor, from CILIP (Chartered Institute of Library and Information Professionals) who used a great prezi to talk about a big piece of research which has lead to a restructure of their organisation. It was a really impressive “journey” that the organisation has been on.

My reflection at the end was that it is worth investing in a professionally run survey if you can afford it. The data you receive could help  you grow your membership body over the coming years; I feel it is worth considering.

You can see the presentations here. We are planning our next event, do join the free LinkedIn group to find out more and to chat to other membership professionals.

Every membership body should have the members at the heart of everything they do, but sometimes they don’t always “use” them. And I mean use in the best possible way! It does take resource to organise, but offering an interview, blog entry or story from a member is a great way to remind the rest of the membership they are part of an exclusive club.

I particularly love The Marketing Society’s WLTM (would like to meet) blog, it offers a quick and friendly insight into a new member, but I also think it is keeping with their brand.

The Institute of Directors also offer member case studies. As does CharityComms; they use video clips which I think adds interest. Both use the communications as a ‘meet the member’ and also as a testimonial for the organisation.

So take a look at your member communications, could you feature members to help you reinforce your key messages?