Typically the first words a new member hears from their association are, “Thank you for joining; here is your new member kit.”
Most associations put a lot of thought and energy into creating their new member kits. They fill their kits with basic information about the membership, some educational pieces and a thank-you note. To most this seems like a well-rounded kit to welcome your newest member. And, sending an association welcome kit with a consistent message is very convenient for the member; however it does not allow for any feedback. Meaning, the first interaction with the new member is entirely one-way.
If you want to know what your members think about your association, and you’re serious about using the feedback they provide, then engaging them when they first join is an opportune time. Also, imagine how the association-to-member relationship could be enhanced, if right from the beginning the association made an effort to recognize they value member feedback?
How you survey your new members really depends on what works best for your organization. From printed surveys to an online survey posted on your website, there are several options for capturing and interpreting the data.
The association new-member survey should be brief including questions that emphasize the basic demographics of members, membership benefits and involvement, such as conference attendance. Here are a few examples:
• What is your primary reason for joining the association?
• Are you interested in volunteering on an association committee?
• Are you interested in volunteering for an association activity?
• What do you feel is the most important benefit you receive from being a member of the association?
Rank the value of the following association member benefits.
- Association Event
- Association Newsletters
- Association Publications
- Member Discount Benefits
- Networking
- Standards, codes of ethics, and certification
- A forum to discuss common problems and solutions
- Providing a community of interest
Which of the following association events do you think you might attend?
- Annual Conference
- Section Events
- Local Training Events
- National Training Events
Encourage input from your new members regarding your association’s community activities because they may have some fresh, exciting thoughts and asking for their input will show that you are interested in their opinions. Also, with proper follow up to this survey your association can effectively involve new members in activities immediately. Once you know what your members want and need, association leaders can be confident in their actions, which can increase member involvement and retention.
