Membership

Daily Buzz: A Better Strategy for Member Research

By / Jan 28, 2019 (grandriver/E+/Getty Images Plus)

Analyzing the state of your membership? Don’t just lean on one type of research over the other. Also: Suggestions for a stronger email list.

Doing research on your members’ needs? You might find that relying on a single method of research doesn’t tell the full story.

On her site Smooth the Path, Amanda Kaiser breaks down the weaknesses of the two prevailing methods for doing research—quantitative, which prioritizes scale; and qualitative, which prioritizes depth.

She then suggests that the true power of them might look a lot better, together.

“The two methods work well together, especially when the qualitative research is conducted first, and the results are used to write the quantitative survey,” she explains. “The result is an accurate survey, larger sample sizes, and a final report with the stories, color, and anecdotes to illustrate the findings.”

Clean Your List

Associations send out so much email that the occasional list cleaning is a sheer necessity sometimes.

At Business 2 Community, digital marketing pro Steve Hamm warns about the problems that happen over time—and the strategies to fix those issues.

“When you’re running multiple email campaigns and send a high volume of emails, it can easily get cluttered with dead end leads and other useless data,” he writes.

Among his suggestions include frequent segmentation, archiving of old campaigns, and workflow updates.

Other Links of Note

A little automation goes a long way. Fast Company makes the case that automating some hiring and recruitment tasks can make the whole process less painful.

Here’s one your presenter may not have considered: Color blindness among attendees might be affecting their perception of what they see during a presentation. Event pro Diane Schroder details the problem on Meetings Done Right.

Younger generations of employees seem to have aggressively embraced a “hustle” working style. Why is that—and what does it say about the next generation of work? Erin Griffith of The New York Times assesses the trend.

Ernie Smith

Ernie Smith is the social media journalist for Associations Now, a former newspaper guy, and a man who is dangerous when armed with a good pun. More »

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