Your members are your most valuable asset. Not only are they the ‘why’ behind your association, but they are quite literally what keeps it running, thanks to their membership dues.
As such, it’s critical that association leaders work hard to fulfill the wants and needs of their members. Ideally, you want to make your members feel like they’re gaining a ton of value from you so they renew their membership over and over again, all while continually referring new members. But how do you know what it is that they’re looking for from you?
In this article, we’ll outline the five things members most commonly expect from the association they join. Notice something common about all of them? They all stem from human emotions and beliefs.
The Apex Scoring System tracks those attitudes of your members to give you a score that creates a full picture of the relationship between you and them. It’s not just a score – it comes packed with valuable insights about how you’re fulfilling their needs and where there’s a need to improve. With the simple addition of the Apex questions into your existing survey, you unlock dozens of meaningful insights about your members that you can quickly and easily act on.
Here are the things your members want you to do for them and the emotion (or as it’s more commonly known, the metric) we track that would provide you with the data needed to immediately improve the experience you provide your members and, therefore, your relationship with them:
Understand their industry
Members are always looking to you for the latest information, news and best practices regarding their industry. You are their greatest resource on the subject and they trust you, so it’s important to ensure you’re providing them with useful materials and the helpful information that they need. To do this, you need to understand your members’ thoroughly and stay on top of what issues are concerning or important to them.
Apex metric that tracks it: Responsive
Foster a sense of community
One of the biggest benefits to being a member of an association is the large community that you instantly get to become a part of. Your members crave this and it’s fundamental to keeping them engaged and involved. They want to feel like they’re a part of a tight knit group that they can relate to, and that relatability is what fosters a sense of community within the group.
Apex metric that tracks it: Relatable and Empathy
Be willing to own your mistakes
Honesty is important in any relationship, including the one between you and your members. They don’t expect you to be perfect, but they do expect you to take responsibility if you get things wrong. While you may think that admitting failure makes your association look weak, research shows that people are more trusting of organizations with that kind of vulnerability and that it helps build a lasting relationship.
Apex metric that tracks it: Principled
Give them support
You are a support system to your members. While each individuals may join for different personal or professional reasons, they all want to know that they can turn to you for help if and when the time comes. That’s why it’s so important to be available to your members, both figuratively and literally. Do your members find it hard to get in touch with you? Do they feel like they can count on you when they need support? These are powerful insights to have as an association.
Apex metric that tracks it: Dependable
Above all else, members need to feel as though they’re getting value in return for their fees by being a part of your association. You might think you’re providing value, but it can be easy to lose sight of what your members actually want from what the association assumes they want. The tricky thing about perceived value is that it’s different for everyone: some of your members may want networking-opportunities, others may come to you for exclusive content. The only way to truly know if you’re delivering value as a whole is by tracking your members’ attitudes to see if you’re hitting the mark.
Apex metric that tracks it: Forward-thinking
The reality is that human emotion has a lot of influence in the happiness and loyalty of your members. The good news is, it doesn’t have to be a mystery. The Apex Scoring System gives you an in-depth understanding of what attitudes your members have towards you so that you can serve their needs and retain their memberships long term.