Is your association struggling to gather meaningful feedback from members? You're not alone. Many organizations find themselves drowning in survey data yet starving for actionable insights. Here's the good news: creating an effective feedback culture doesn't have to be complicated. In our recent webinar, we dove into strategies to help associations "close the feedback loop". Read the recap below and watch the full webinar on demand here.
The Problem with Traditional Feedback Methods
Let's face it: most associations are collecting feedback wrong. They're:
- Sending too many surveys across multiple departments
- Asking unfocused questions that don't align with strategic goals
- Failing to communicate how member feedback drives change
- Letting valuable data sit unused in various systems
The Solution: A Strategic Approach to Feedback
1. Stay Focused
Instead of trying to measure everything annually, choose 2-3 key priorities each year. Your priorities might include increasing membership by 10%, boosting conference attendance, or improving survey response rates. This focused approach prevents survey fatigue and ensures you're gathering data that directly supports your strategic goals.
2. Know Your Stakeholders
Understanding both internal and external stakeholders helps create targeted feedback strategies that serve multiple purposes while respecting everyone's time.
Internal stakeholders typically include:
- Education and membership teams
- Marketing department
- Leadership and board members
- Subject matter experts
External stakeholders encompass:
- Current and prospective members
- Sponsors and partners
- Industry collaborators
- Speakers and presenters
3. Diversify Your Feedback Channels
Stop relying solely on post-event surveys! Here's how to gather feedback effectively across different settings:
- For Virtual Events: Create engagement throughout your online sessions with in-session polls, chat questions, and quick feedback links. Share survey links during the event itself, not just in follow-up emails. The key is making feedback immediate and relevant.
- For In-Person Events: Transform feedback collection into an engaging part of the event experience. Set up feedback walls with sticky notes during networking sessions, use QR codes for quick responses, and implement live polling. Most importantly, schedule dedicated feedback time between sessions—don't make members choose between getting coffee and providing feedback!
Leveraging Your LMS for Powerful Feedback
Your learning management system is more than just a content delivery platform—it's a goldmine for gathering member insights. Here's how to maximize its potential:
Strategic Data Collection
Your LMS can automatically gather feedback at critical moments:
- Course completion surveys triggered at the perfect time
- Progress check-ins during longer courses
- Quick pulse checks after key learning modules
- Performance-based feedback through assessments
Behavior Analytics That Matter
The real power of your LMS lies in its ability to track actual member behavior. Monitor:
Usage Patterns:
- Which courses are most popular
- Where members spend the most time
- Common drop-off points
- Preferred learning times
Engagement Metrics:
- Discussion participation rates
- Resource download frequency
- Video completion rates
- Social learning interactions
Turn LMS Data Into Action
Use your LMS data to:
- Identify high-performing content and understand why it works
- Spot struggling courses that need improvement
- Discover optimal content length and format preferences
- Track certification pathway effectiveness
Make Feedback Actionable
The secret to getting better feedback? Ask better questions. Create clear ownership of feedback processes and focus on specific, implementable changes.
Key Strategies:
- Provide focused options instead of open-ended questions
- Ask about specific improvements rather than general satisfaction
- Create clear ownership of feedback response processes
- Set realistic timelines for implementing changes
Close the Feedback Loop
Here's where most associations drop the ball—they collect feedback but don't tell members what they did with it. Show your responsiveness through communications channels like:
- "Member Requested" badges on new content
- "You Spoke, We Listened" newsletter sections
- Annual impact reports
- Success story spotlights
Leverage AI for Better Feedback
While AI should enhance, not replace, human analysis, you can use AI tools to enhance your feedback process in several key ways:
- Generate targeted survey questions based on your strategic plan
- Analyze open-ended responses for common themes
- Create first-draft reports of feedback analysis
Create a Feedback Routine
Success requires consistency. Here's a simple schedule to follow:
- Monthly: Review quick-feedback channels and LMS engagement data to spot immediate trends and opportunities.
- Quarterly: Analyze comprehensive feedback data, share updates with leadership, and plan immediate actions.
- Annually: Review strategic alignment, plan next year's focus areas, and create a member impact report.
The Bottom Line
Creating a culture of feedback isn't about collecting more data—it's about collecting the right data and using it effectively. Start small, stay focused, and always close the loop by showing members how their feedback creates change.
Ready to Transform Your Feedback Process?
Start by choosing your top three strategic priorities for this year. Then, design focused feedback channels that align with these goals. Remember: less can be more when it comes to gathering meaningful insights from your members.
Want to learn more about creating effective feedback systems for your association? Watch the on-demand webinar or contact us to learn more about how we can support your learning strategy development!
About the Author
Dr. Kristen Wall, MD, EdD, Director of Learning and Development at Blue Sky eLearn
Dr. Kristen Wall is the Director of Learning and Development at Blue Sky eLearn. Holding a master's and doctorate in Adult Learning, Kristen specializes in bringing effective assessment strategies and qualitative research to enrich the learning programs of Blue Sky eLearn clients.
Starting as a junior high teacher, Kristen's journey led her to higher education, where she empowered countless online adult learners for over 15 years. Her passion for faculty development flourished, providing engaging learning opportunities for over 800 adjunct faculty members teaching 2,600 courses annually.
In 2018, Kristen embraced a new adventure as a consultant, and destiny led her to Blue Sky eLearn, where she now thrives as the Director of Learning and Development. She’s worked with associations in a diverse group of industries, from medicine and healthcare to insurance and state government.
Beyond her professional pursuits, she finds joy in hiking, travel, and detective novels.
