Conducting a membership survey is an opportunity way to learn more about your members and understanding who they are and what they want from their membership. The insights generated to form a regular membership survey will help you manage the membership base and understand how to keep members engaged with your products and services. It will also help you find out what appeals to new members and how to create an experience which maintains your membership base.
However, you need to be aware that some of your members will not take these membership surveys seriously. Unless you take the survey process seriously, your members will skip through the questions. Create trust between you and your members by offering to share the results. Sharing the survey insights is a step in the right direction, but it is also important that you inform the members the actions that will be taken in response to the results.
Below are some tips you can use in conducting a membership survey to make sure that you get the data and results you are looking for and that all your efforts and hard work help to increase your membership base:
Explain the Purpose and Importance of the Survey
People are usually more honest and receptive in doing something that they know is important. Before the respondents take the survey, clearly and thoroughly explain the purpose and importance of this membership survey. You need to explain how the survey insights will be used and why it is important that each member participates. Members want to know what’s in it for them, and if the survey has a clear and defined purpose, they will be more likely to participate actively.
Make it Member Relevant and Easy to Understand
Make sure the membership survey is easily understood, clear, straightforward and accurate. Do not use ostentatious words or jargon and make sure the instructions on how to complete the questions are clear and easy to understand. Take advantage of survey skip logic and survey branching to present members with questions which are relevant to them. If you are unsure of how to do this, seek out an expert like 24surveys to help turn your questions into a professional structured and segmented member survey.
Provide Support and Build Trust
Make sure you assign a resource to assist members and answer questions or enquiries you may get about the survey. By informing participants that they have an option to ask about the survey helps you build trust with your members and show that you are not hiding behind a webpage. Some will have questions about the survey purpose and the security of the data. If you are collecting personal data, make sure that the survey is hosted in Australia to ensure it adheres to the current privacy legislation and restrictions placed on the transborder distribution of personal data.
Time or Schedule of the Member Responses
Find the best time or schedule for the participants to complete the survey. Decide on what schedule to send out your membership survey to get the most responses and achieve the desired results. Surprisingly Monday is a good day to send out member surveys, as is Wednesday. The response rate you experience will be dependent on the level of engagement you have with your members and can vary from as little as 10% to as high as 80%.
Thank the Member Respondents
At the end of every membership survey, take the time to show your appreciation to everyone who participated. A simple verbal, e-mail or ‘Thank you’ note will be appreciated by every respondent who took the time to complete or finish your survey. Don’t be lazy with this end of your survey and redirect them to your site home page or a default Survey Monkey ‘try me’ page! If you can offer the members a registration form to be notified of when the results are to be published will make sure the next time you need them to complete a membership survey they will be open and responsive.
Need Help with Your Membership Survey?
At 24Surveys, we have the tools you need to create and conduct an event planning survey that will give you the data and insights you need. We can help you set up and structure your event surveys and even manage the whole project for you if you don’t want to do any of the research yourself.