Challenge/Issue: An association wanted to assess member and non-member opinions of the association overall, including satisfaction with its benefits and services. They also wanted to know how their services compared to those of other professional associations.
Approach: 200 telephone interviews were conducted with members and non-members. The questions covered importance, usage, and satisfaction ratings of key benefits and services; awareness of the client’s association and similar associations; and factors affecting loyalty, and preferred methods of communication.
Results: The client restructured its portfolio; they eliminated some services that were underutilized and less important to its members, and they added to or strengthened those that were of higher importance to its member and prospect base. They also modified the marketing vehicles used to communicate their messages to their members and prospective members.