The Importance of Seeking Feedback

We’re halfway through the year – have you heard from your members?

In any association, the voice of its members is invaluable. Seeking feedback from members is not just a formality; it is a crucial practice that can drive growth, improve services, and ensure that the association remains relevant and responsive to its members' needs. Here’s why it’s important and the best ways to gather actionable feedback.

Why Seeking Feedback is Essential

1. Enhances Member Engagement
2. Improves Services and Programs
3. Builds Trust and Loyalty
4. Identifies Emerging Trends and Issues
5. Informs Strategic Planning

Best Ways to Seek Feedback

While seeking feedback is crucial, it is important to do so strategically to avoid engagement fatigue. Plan feedback collection thoughtfully, focusing on key areas, and timing it appropriately. Use a mix of methods to keep the process fresh and engaging, and ensure that each feedback request has a clear purpose and is followed by visible actions based on the responses.

1. Surveys and Questionnaires:
   • Online Surveys: Tools like SurveyMonkey or Google Forms can be used to create comprehensive surveys. Ensure the questions are clear and concise, covering various aspects of the association’s activities.

     TAS Tip: We recommend running a comprehensive member survey every one to two years to track changes without contributing to engagement fatigue.

     Check out SurveyMonkey’s tips for writing better survey questions for actionable feedback

   • Post-Event Surveys: After events, send out short surveys to gather immediate feedback on what attendees liked and what could be improved.

     
     TAS Tip: Use QR codes at the end of the event to capture instant, on-the-go feedback.

2. Focus Groups and Interviews:
   • Organise focus groups with a diverse mix of members or one on one interviews to discuss specific topics in depth. This method allows for more detailed feedback and the opportunity to explore ideas in a collaborative setting.

     
     TAS Tip: Have a robust system in place for taking notes, such as live transcription in Microsoft Teams.

3. Suggestion Boxes:
   • Both physical and digital suggestion boxes can be effective and work to collect continuous feedback that can be tracked and measured. Encourage members to submit their ideas and concerns anonymously if they prefer.

TAS Tip: There are a number of apps available that can be integrated with websites to gather feedback directly from visitors. 

1. Member Forums and Discussion Boards:
   • Create online forums or discussion boards where members can freely share their thoughts and ideas. Moderators can help facilitate discussions and ensure that feedback is constructive.

     
     TAS tip: CMS’ like Membes provide in-built community forums with members-only access, which allows you to ask questions directly to your members.

2. Regular Check-Ins:
   • Schedule regular check-ins with members, especially those in leadership roles or on committees. These conversations can provide ongoing feedback and keep the lines of communication open.
     
     
3. Social Media Engagement:
   • Use social media platforms to engage with members and solicit feedback. Polls, Q&A sessions, and open-ended questions can be effective ways to gather input and are easy for users to complete.
     
     
4. Annual General Meetings (AGMs):
   • Use AGMs as an opportunity to gather feedback from a broad audience. Include dedicated sessions for members to voice their opinions and ask questions.

Tips for Effective Feedback Collection

• Know your audience: Think about where your members are active and the best way to reach them. This may include adapting questions to the channel and using multiple channels to capture diverse voices.
• Be Transparent: Clearly communicate the purpose of seeking feedback and how it will be used. Transparency builds trust and encourages honest responses.
• Act on Feedback: Show members that their feedback leads to tangible changes. Share updates on what actions have been taken based on their input.
• Keep it Simple: Make the feedback process as easy as possible. Avoid overly complex surveys or lengthy forms that might deter participation.
• Follow Up: After collecting feedback, follow up with members to thank them for their input and inform them of any next steps.

Seeking feedback from members can significantly enhance the relevance of your association. By using a variety of methods to gather input and acting on the feedback received, associations can foster a more engaged, satisfied, and loyal membership base. Remember, the key to successful feedback collection is not just in asking for it, but in listening and responding thoughtfully.