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Daily Buzz: It's Time for a Needs Assessment

Pay attention to member behavior all the time

When is the last time your association conducted a member needs assessment? As jobs, technology, and industries continue to evolve at a fast pace, the old standard of every three years is too long, says the WBT Systems team.

To better meet and anticipate members’ needs, associations should pay attention to member behavior all the time.

“Listening all the time means taking other approaches beyond surveys,” the team wrote in a blog post. “Instead of relying only on what members (and nonmembers) tell you, watch what they do—a better indicator of their true interests.”

And when it is time to ask questions, reach out beyond your membership base.

“Needs assessments help you avoid relying on the usual suspects for market information: the echo chamber of association leadership. But you need to go beyond surveying members only,” the team says. “Talk to employers, HR professionals, and industry recruiters too. They know which skills are in demand and where job applicants come up short.”

Then, share your findings with all stakeholders—staff, board members, and members. When members see the value of participating in your survey, they’ll be more likely to contribute next time around.

Please select this link to read the original article from Associations Now.

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