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There was one theme running so strongly through each memberresearch project I could not ignore it. It was that members who engaged very early in their membership were more excited about the association than members who reported that “the association just grew on them.”
We can do this at your association, we just need to understand members better. Related: MemberEngagementResearch. My sleep study illustrates the problem with association data. Case study: In-depth member interviews feed association’s strategic plan.
That’s where in-depth qualitative research came in, and CFMA turned to Amanda Kaiser, chief path finder at Kaiser Insights LLC, who specializes in interview-based memberresearch. “That one-to-three-year member, that member’s probably fairly new to construction.
Based on this input we outlined two goals for the research project: Understand member’s current challenges. Learn if there were any barriers preventing deeper memberengagement. Listening to members. Based on the goals of the research project we selected the qualitative in-depth interview methodology.
Every time we talk about delivering value we would also talk about the experience we are creating too because the two components of memberengagement are value and experience. These are some of the most important things I would do as I built my dream association. Related: The new memberengagement rule of three.
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