It is better not to survey at all than to skip any of the parts. Ask for member opinions in an unbiased way. Share the results of the survey with the membership in a timely manner. Advise the members as to what actions have been initiated based on the survey results. So the strategy is to ask for their opinion, tell them what they said, and tell them what you are going to do about it.
Nothing ever happens.
Clubs must follow up the survey with a summary of the results and a letter to the membership. The letter needs to include the interpretation of the results and what actions are going to result from the survey effort. It should be continually referenced how survey results have played a part in the undertaking of new club initiatives. This emphasizes to the membership the value of the survey and is a positive marketing tool that builds confidence. There are many styles of surveys.