MCM The results of membership surveys are best viewed as a means to an end, rather than the end itself. Used to the club's fullest advantage, information gathered from membership surveys should serve as a mechanism for interpreting change. The answers to questions today may be different in six months or a year based on the actions taken by the club's leadership or management team. Over time, the true value of the membership survey process can be seen as member opinions shift favorably in response to those actions.
Clubs use a survey for a variety of reasons.
Most surveys have a specific purpose and are prompted by the desire to take action on a major agenda item. A large capital investment, a financial crisis, a perceived operational failure, or a change in club philosophy can all initiate a desire to survey the membership. Initial survey results may show support, or many times reflect an opposite point of view, for those agenda items promoted by present club leaders. Whatever the result, an action plan or market approach can be formulated to change minds or build consensus. The Survey Process Unfortunately, clubs rarely initiate a long-term survey process with the purpose of evaluating periodic progress toward goals.