Question

Topic: Research/Metrics

Reasons Why Our Target Audience Doesn't Join?

Posted by Anonymous on 2/5/2007 at 9:49 AM ET 500 Points
Our association conducted a survey in 06 (primarily of members and a sampling of former members/non-member buyers), but the data on WHY the nonmembers did not join wasn't enough to help us make better assumptions when creating recruitment plans. We're now considering going back out to conduct another survey. I'm trying to find the most efficient way of surveying a good sampling of non-members. Seeking advice on audience size, list strategy, questions used (do you have a list you can share?), method of delivery (print? postcards directing to an online site?), incentives, time required to conduct survey, and how you crunched the data afterward to make your plans. We used an outside survey consultant in 06, were more pleased with the results delivery than with their expertise in question development/strategy. We did use incentives, but this is a little easier with a captive audience of members, so I'd love to hear ideas on NON-members.
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RESPONSES

  • Posted on 2/5/2007 at 11:28 AM Author
    Thanks, Dan - sent a reply to your email address.
  • Posted by telemoxie on 2/5/2007 at 1:02 PM Member
    My first professional work was in telephone surveys... but if this were my project, rather than asking people why they MIGHT OR MIGHT NOT join your association, I would ask them TO join your association. Try to sell memberships. Build a list of prospective members, and call, and ask people to sign up, and to send you money. When they say yes, you win. When they say no, ask them why - you get info, and you win again.

    In my experience, folks answer questions differently when money is on the table... and so "asking for the order" may get you additional info and perspectives you need. Sounds like a fun project - if you need help, let me know.
  • Posted on 2/6/2007 at 6:16 AM Accepted
    Audience size: I would suggest that you do 4/5 Focus Group discussions each with 7-10 participants who you wd define as Non members and in different demographics.

    List strategy, questions used : Ideally develop a DG ( discussion guide) with which your moderator will steer the discussion.

    Incentives: mostly these people come on a free surprise gift incentive. Mkt research companies have a group of such people available.

    Time required to conduct survey: This actually depends on your budget- if you hire a big mkt research firm then you can get all 5 FGDs done on the same day by different moderators and the report can reach you in 5 days time.

    How you crunched the data afterward to make your plans: This is the tricky part. Capture on video all the FGDs. Then write down the verbatims of the VOCs( voice of cust). Then interpret them to get product, positioning, communication, advertising cues.
  • Posted on 2/6/2007 at 8:53 AM Member
    I would give away free memberships for a year to the first 50 to respond to the survey. Of course, it can be more or less than 50. Once those 50 see the advantages of being members they will more than likely renew. In the meantime, you have the repsonses you wished to generate from your survey, which can certainly be in excess of 50, and can ascertain why there is a reluctance to join in the first place.
  • Posted by L. Duggan on 2/8/2007 at 1:07 AM Member
    What if you were to approach this from the perspective of trying to understand why people join, and more importantly why they stay as a member. Loyal members are often taken for granted in terms of the information value they can contribute to the research.

    There is something about the services and experiences you provide that consistently meet the needs of your most loyal members and that discourages them from seeking alternatives. Identify these points of difference and you can begin to craft a member based brand platform.

    Messaging for recruitment materials would reinforce your association's identified differences. Loyal members buy in and advocacy can be easier to achieve if their perspectives are incorporated into recruiting efforts.

    Before taking on more research, it may be helpful to take a second look at your existing data. Specifically I would focus on tenured members in the survey and their responses. If that data is not available, then additional research is probably necessary.

    Focus groups among members segmented by tenure (e.g.., less than 1 year, 2-5 years, over 5 years) could provide insight on your retention efforts. A group of ex-members would provide insight on how your association fell short of their needs and expectations.

    This is an interesting project!
  • Posted on 2/13/2007 at 2:19 PM Author
    Thanks for all the advice - we've already considered some of the suggestions provided, but there are some good tips in here we hadn't thought about! Appreciate the help!
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