The “Why Not” Factor

My team recently conducted growth strategy benchmarking research with North American professional and trade associations; the findings got us talking. An astounding 61 percent reported never conducting research with non-members or conducting it less frequently than every five years.

This number stands in stark contrast to their research with members: 77 percent of associations reported surveying current members at least every five years. The contrast in these numbers is surprising because your association's future lies with your non-members.

This may sound counterintuitive—surely members are the driving force for any member-based organization—and, of course, member involvement and input are absolutely critical. However, growth hinges on understanding those outside your organization but inside your potential market.

Please select this link to read the complete article from ASAE's Center for Association Leadership.