Surveys used to be the go-to way to understand what members want. But let’s be real, they’re outdated, clunky, and don’t always tell the full story.
For one, surveys are self-selecting. The members who are the busiest (and often the ones you most want to hear from) rarely have time to respond. Instead, you hear from the same small group over and over again. On top of that, writing a survey that actually produces useful insights is harder than it looks. Without expertise, the answers can be vague, biased, or just not what you need.
So why spend hours chasing survey responses when your members are already telling you what matters most through their actions?
The Answers Are Already in Your Data
Every time a member interacts with your association, they leave behind a clue about what they value. Look at things like:
- Event attendance – Which sessions and formats draw the biggest crowds?
- Engagement levels – Who’s logging in, contributing, and connecting?
- Module usage – Are members flocking to classifieds, mentoring, or resource libraries?
- Purchases – What are they willing to invest their money in?
This kind of data already lives in your association management system. With a platform like Gecco, you don’t need to wait for survey results, you can see trends as they happen.
Quick Polls Beat Long Surveys
When you do need feedback, there’s a better way than a 20-question survey. A single-question poll is fast, easy, and members are far more likely to answer. Using Gecco’s Elections module, you can throw out a quick poll after an event, or ask members to choose the next professional development topic.
It’s immediate, simple, and far more effective than waiting weeks for survey replies that may never come.
Smarter Insights, Less Hassle
Surveys aren’t completely dead, but they’re no longer the smartest way to understand your members. Instead of relying on outdated methods, start listening to the story your existing data is already telling you and back it up with quick polls when you need clarity.
Your members are talking. You just don’t need another survey to hear them.