Trend Reports & Surveys: Understanding Your Membership Survey

By | Engagement, Industry, Marketing, Trends Reports & Surveys | No Comments

Daxko surveyed 159 associations to understand how they are engaging and communicating with constituents through targeted marketing and data segmentation. How does your association compare?

  1. Outside of name and address, what sort of demographic data do you capture about members and other constituents?
    E-mail address 98.7%
    Phone 95.6%
    Employer 67.3%
    Role/title 16.4%
    Age/date of birth 96.9%
    Gender 96.2%
    Ethnicity 44.7%
    Marital status 57.9%
    Household income 20.1%
    Years in community 2.5%
    Health status 8.2%
  2. What sort of data do you gather to better understand your members’ needs and preferences?
    Their preferred methods of communication 34.6%
    Their reason(s) for joining the association 57.2%
    Their satisfaction with their membership 49.1%
    Their reason(s) for not renewing membership 72.3%
    Their interest in volunteering 55.3%
    Their interest in your association 39.0%
    We do not collect data surrounding our members’ needs and preferences. 5.0%
  3. Do you currently have an operations system or membership database where you keep membership data?
    Yes 91.8%
    No 8.2%
  4. Who are the primary users of the system at your association?
    Front desk/welcome center 94.6%
    Membership staff 95.4%
    Program staff 78.5%
    Child-care staff 40.8%
    Fitness staff 30.0%
    Executives 75.4%
    Resident camp staff 8.5%
    Fund development staff 47.7%
    Other 10.8%
  5. On a scale of 1 to 10, how well does your operations system keep track of membership demographic and preference data?
    1=Doesn’t allow for it at all 5
    2 8
    3 11
    4 4
    5 13
    6 9
    7 32
    8 29
    9 22
    10=Does it exceptionally well 13
  6. How do you use the data that you collect about your members and constituents?
    We use it to tailor our communication to different constituents. 55.3%
    We use it to measure engagement levels. 39.6%
    We use it to structure our dues/fees. 29.6%
    We use it to structure new offerings. 44.0%
    We use it to write grants. 52.2 %
    We use it in fundraising. 69.2%
    We use it to find volunteers. 35.2%
    We do not use this information right now. 10.7%
  7. What are the reason(s) for not using the data that you collect about your members and constituents?
    We are unsure of how to use the data. 18.8%
    We are unable to export the data from our system. 12.5%
    We lack the staff resources to do so. 75.5%
  8. How do you use your facility usage information?
    We use it to determine staffing needs. 53.8%
    We use it to determine program schedules. 53.2%
    We use it to tailor our communications to our members. 25.9%
    We do not use this information. 19.6%
  9. What type of organization is your association?
    Independent 58.9%
    Multiple locations 34.8%
    Other 6.3%

*Note: Percentages may not sum to 100 due to multiple answer choices selected and/or rounding.