This is because association leaders and their consultants often confuse desired outcomes with measurement techniques. If you concentrate on winning at the expense of others, you have already lost. Every association is part of an interactive system of people and organizations that are sometimes allies, sometimes adversaries, sometimes both at the same time. Associations need to move from competition to cooperation if they are to survive the savage economic marketplace of the future. We are rapidly becoming an information -based economy.
Associations are basically information resources by their very nature.
Any association that has not figured out how to stay on top of the flood of knowledge will fall behind in its ability to satisfy the needs of its members and constituencies. The CIA has a venerable system that has stood the test of time. Most members join an association to meet specific needs they can identify. Launching membership drives without solid information on what members want and need may only perpetuate or aggravate member turnover. Only by undertaking a survey with a statistically reliable sample can your association's leadership be assured that the feedback they are getting is truly the voice of the membership.