In the world of associations, member engagement is crucial. But when members receive survey invitations, they often skip the survey, thinking that their feedback won’t actually change anything. We’ve all heard it described as “survey fatigue.” I’d like to introduce a new term to the discussion: “inaction fatigue” — the disillusionment arising when feedback doesn’t translate into tangible action.

Associations thrive on member engagement and trust, and sending a membership survey is one of the most frequently used ways to gather data from an entire membership. However, when organizations distribute surveys covering various topics, and the collected data remains unused, it signals to members that their input is not valued, leading to disengagement.

Shifting the Survey Mindset

In the past, many associations have treated surveys like report cards. An assessment of performance, not a call to action. Over time, as inboxes become filled with hundreds of emails a day, the request for feedback becomes easier to ignore. As such, if you want to improve survey response, you need to get out of the report-card mindset and treat the survey as a call to change.

If your organization is facing inaction fatigue, especially from hard-to-reach audiences, and you wish to boost response rates, there are some alternative ways to collect data:

• Segment surveys into focused topics: Distribute shorter, topic-specific studies. This approach respects members’ time and yields more targeted, actionable data.
• Prioritize actionable questions: Ensure each survey question addresses areas where the association intends to act. This focus increases the likelihood of implementing changes based on member feedback.
• Adopt a “You Said, We Did” framework: Maintain transparency by regularly communicating survey results and detailing the actions taken in response. This practice reinforces to members that their voices drive meaningful change.

Implementing the You Said, We Did Framework

• Provide regular updates: Dedicate sections in newsletters or the association’s website to highlight feedback received and corresponding actions taken, keeping members informed and engaged.
• Conduct feedback forums: Host forums or town hall meetings where members can provide input and hear directly from leadership about how their feedback has been addressed, fostering a sense of community.
• Demonstrate quick wins: Identify and promptly implement easily actionable feedback. Communicating these swift changes builds trust and demonstrates responsiveness.

Additional Strategies to Enhance Survey Engagement

Beyond addressing inaction fatigue, associations can employ other tactics to improve survey response rates and member engagement:

• Optimize survey design: Ensure surveys are mobile friendly and easy to navigate. A clean, user-friendly design makes the survey more inviting and can lead to higher completion rates.
• Communicate survey length: Setting clear expectations at the beginning of the survey regarding its length helps manage respondents’ time and reduces the likelihood of abandonment. Transparency builds trust and reassures members about their time commitment.
• Share the results: When inviting members to take the survey, tell participants when and where the results from the study will be shared.
• Leadership also plays a crucial role in mitigating inaction fatigue. When leaders actively participate in the feedback process and demonstrate a commitment to acting on survey results, it fosters a culture of trust and engagement.

Turning Feedback Into Forward Momentum

By shifting from merely collecting feedback to actively responding, associations can transform inaction fatigue into opportunities for growth. Implementing these strategies showcases a commitment to members, promoting a more engaged and thriving community. Addressing inaction fatigue will not only enhance survey response rates but also strengthen the overall relationship between associations and their members, leading to sustained success.