DO YOU KNOW WHAT YOUR MEMBERS WANT?
The climate that associations face today is more challenging than it used to be. With constantly evolving tools and technologies and an entire generation of “believers” who are on the cusp of retirement, associations are faced with finding new ways to survive, let alone thrive. How well-equipped is your organization to deal with the opportunities and challenges that lie ahead?
Gap analysis compares your goals to audience demand.
Naylor offers custom research to associations that are interested in gaining deeper insight into the wants and needs of their members.The initial research phase involves an in-depth review of the associations’ goals and objectives, followed by development of a comprehensive survey that is administered to internal association staff first, and then to members and advertisers. By including all three segments, the organization develops a clear sense of its areas of strength as well as those areas where there is room for improvement.
Some of the goals of the online survey are to identify what members know and think of the association, what they care about in terms of membership value and how they prefer to receive communications. The association is then presented with a formal gap analysis that clearly reflects hits and misses in the current approach, along with suggested strategies and tactics for closing the gap.