Membership Surveys: Questions To Ask Club Members To Boost Engagement
When you start a new membership organization, you want to make sure you offer a personalized experience for your members. The best way to do so is to find out what they want by going straight to the source — with a survey. In this guide, we will talk about how to craft membership satisfaction surveys.
- What Is a Membership Survey?
- How To Draft the Perfect Membership Survey
- Membership Survey Questions
- Final Thoughts
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What Is a Membership Survey?
A survey is a simple yet powerful tool that can help you to take the temperature of your members’ overall satisfaction, enabling better alignment on values and limiting membership churn. Using the responses, you can tweak your membership mission statement to better reflect the preferences of the individuals who make your organization’s accomplishments possible.
You can conduct your surveys in a number of ways. You can solicit feedback by providing an open form, asking targeted questions, or using number scales to gauge their feelings.
Pro Tip: Segmenting your surveys can be helpful. For example, you can send out different surveys to long-term members than to new members. This will give you perspective on how well you are running your club marketing for every group — and whether you are satisfying those who have been deeply loyal to your organization and those who could fall into that category in time.
How To Draft the Perfect Membership Survey
There are some general guidelines to follow if you want to create an effective survey. You may change the questions themselves to reflect the experience of your particular organization, but you should complete the overall drafting process with these tips in mind.
David is ready to get started drafting his membership survey!
Keep It Short and Sweet
In a world of endless marketing surveys, you may be more likely to get a response from your members if your survey is short and to the point. This means sticking to short-form questions, such as multiple choice, yes/no, true/false, and rating scale. That being said, members may appreciate at least having the option to explain their feelings, so give them the opportunity to do so. Include an optional text box underneath each question in case they want to share their reasoning for answering the way they did.
Define What You Want To Learn
Do not just rapid-fire a series of questions at your respondents. First, take a hard look at what data you are trying to gather. Do you want to know why renewals are down? Or what would motivate more members to volunteer at your events?
Test Then Launch
Once you have drafted your membership survey, give it a test run with a select group of your staff members or your most active supporters. Then, you can get feedback on the survey format, question phrasing, and more.
Statistics show the best time to send a survey is at the beginning of the work week. At the end of the week, people are likely paying less attention to their emails, as they are wrapping up other tasks in time for their weekend.
Do not forget to promote the survey on your social media platforms, website, newsletter, and other communication channels. The more responses you get, the more thorough your data will be.
Pro Tip: A good rule of thumb for deciding how frequently to send surveys is to take how frequently you interact with your members and multiply that by two. So if you communicate with your members every two weeks, then send out a survey once a month. This avoids survey fatigue but also ensures you garner enough information to continue running a mutually beneficial membership program.
Share Your Findings
When the results are in, start by sharing them with your leadership team so that they can discuss what changes to make in how your organization engages with your members. Then, you can share the survey data and resulting changes with your members. Giving your members access to behind-the-scenes information builds trust. It also gives you the opportunity to thank them for their participation.
Membership Survey Questions
Now that you have an idea of how to draft your survey, it is time to choose your questions. We have separated our sample questions into categories. Remember that these are just some ideas to get you started. Change them to address your private club’s specific needs.
You may already have this general information. However, these types of questions can give you a frame of reference for when you are assessing the responses of an anonymous survey. These inquiries serve a practical purpose too; they ensure you do not have to go looking for any general information you have on your members in your database, which saves you time.
Here are some general questions you can ask:
When did you join our association?
What membership tier in our membership structure do you have?
Do you plan to renew your membership?
How did you hear about our private club?
How likely are you to recommend our association to non-members?
How many days per week on average do you interact with our private club whether that is through attending events, reading blog posts, or other means?
What could we do to make our membership more valuable for you?
Do you have any additional thoughts you want to share with us?
To ensure you are offering events that are useful to current members and attractive to potential members, ask these questions.
Matt is putting together a list of questions for his survey!
Questions for Members
What was the last club event you attended?
Did you bring any guests to that last club event? If so, how many?
How often do you participate in our club events?
What kinds of events or activities would you like to see our private club host more of?
What kinds of events or activities would you like to see our private club host less of?
How good do you think we are at including new members in our club activities?
What was your favorite club event or activity this year?
Questions for Potential Members
What club event did you attend?
Was this the first club event you have attended?
On a scale of 1 to 10, how would you rate your experience at this event?
How did you hear about us?
Are you interested in becoming a member of our organization?
Do you know any members of our organization? If so, who?
Website and Social Media
A comprehensive and user-friendly online experience is a must for today’s clubs. Use the following questions to find out what your members find engaging to ensure your online presence is effective.
How often do you visit our website?
What content do you find most valuable on our website?
On a scale of 1 to 10, how would you rate your user experience with our website?
What kind of content would you like to see more of on our website and/or social media pages?
Do you follow our organization on social media? If so, which platforms?
The main reason your members joined your organization is for the perks. Therefore, if you want to keep them around, you have to make sure that the benefits you are offering add value to their lives. Some questions you can use to help gauge this include:
On a scale of 1 to 10, how happy are you with the price of your current membership?
Do you prefer monthly or annual dues?
What aspects of your membership are you most satisfied with?
What aspects of your membership are you least satisfied with?
What types of events or meetings do you wish to see in the future?
Are there any benefits you would like to see us offer?
How do our fees and programs compare to other organizations in the industry?
Pro Tip: Springly or another membership management software can help you to run membership surveys without a lot of time or effort. The database can store and organize information on current members and potential members and send automated surveys to them on a schedule you set. It can even create reports on your survey answers.
It is not enough to know how to start a members-only club; you must also know how to keep your members enthusiastic, engaged, and satisfied. By sending out periodic surveys, you can ensure you are offering the best experience for your members.
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💡What are good membership survey questions?
Good membership questions are short and specific. The questions you ask depend on the kind of data you are trying to obtain. However, every survey should include some general questions about when the member joined, what tier they pay for, how likely they are to recommend the organization, and other topics. Find out more.
🔑 When is the best time to send a membership survey?
It is best to send a survey at the very beginning of a work week, as the first thing people do after their weekend is check their email. Find out more.
📝 Who should I send the membership survey results to?
Send the results to the leadership team to discuss what changes to make to your membership offerings. You should also send the results along with the changes to your members to show them that you took their feedback into consideration. Find out more.