For trade, member and industry associations, staying connected with members' needs and perceptions is key to long-term success.

Gathering feedback is essential, but in close-knit sector-specific groups, members might be hesitant to share their honest thoughts during everyday interactions. They may also not want to share too much feedback that reveals their commercial position to fellow members, who outside of the collaboration inside your association are competing robustly.

Member surveys are one way of taking more accurate soundings. If you haven’t conducted a survey yet, you could be missing out on critical insights into how your association is perceived by your members. Without this knowledge, there’s a risk of disengagement or even losing members—especially in today’s challenging economy. By giving members a safe space to express their views, you can uncover areas for improvement and address concerns before they escalate.

However, running a successful survey requires thoughtful planning, execution, analysis, and most importantly, action on the results. This process can be time-consuming, and without the right tools, you may not get the clarity you need.

Survey design is a science in itself, but are extremely valuable in giving your association the mandate and the actionable insights you need to strengthen your association, boost engagement, and build a more loyal member base.