Have you ever worked so hard on a benchmarking study that your whole organization was so excited for, just to have it fall flat with your members? I’ll be honest; I have, and while it’s certainly not fun, you do learn some valuable lessons along the way.
Benchmarking reports can be the lifeblood of an association as well as its member organizations. The right report can create a huge impact on an organization’s expenditures, revenues, strategic direction or even the morale of the employees. But not every report will have this kind of success. Where one report can incite discussion and change, another can confuse.
Engagement. Interaction. Relationship Building. These are the buzz words that dominate sales and marketing conversations around the globe. Today, more than ever, the success of your organization hinges on the depth and breadth of your relationship with each and every member. So what do you do when you have members who aren’t engaging with you? How do you interact with those you can’t seem to reach? How do you break down the walls, get a conversation going and build that relationship?
Many associations have been collecting information from their members for years …compiling, analyzing, and reporting trend data back to them as a much-valued service. If your association does this, you likely started by mailing surveys to your members and probably moved to an online survey tool like Survey Monkey or a combination of both paper and online data collection to collect data, hoping to simplify the process.