1. Internal research: Getting to know your members
In order to develop and manage a growth strategy, your association needs to gather and analyse relevant information about - and from - your membership. This includes the status and trends of your current membership (both youth members and adults). In the light of a broader strategic analysis, it also involves consulting your membership on a range of issues so as to assess how well your association is - and is perceived to be - currently achieving its mission. This involves gathering and analysing quantitative and qualitative information.
The purpose of this chapter is to examine some of the issues that you will need to consider.
Table of content
- Introduction
- How do you define membership?
- Using tools to measure membership
- Monitoring membership trends
- Summary
Summary
Gathering and analysing information concerning (and from) your association’s current membership (both youth members and adults) offers two powerful tools:
- the ability to monitor membership trends enables you to measure growth so as to manage it, and can trigger alarm bells;
- more qualitative feedback from your membership can provide insights into how well your association is currently achieving what it set out to do as well as insights into areas for improvement.
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