Member Survey (association, chamber, guild)

The member survey for trade and professional associations: satisfaction with and importance of services, advocacy, topic wishes, channels, recommendation and intention to cancel.

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Member Survey (association, chamber, guild) – questionnaire preview

A member survey in an association has two jobs that get in each other's way: it should tell the executive which service justifies the fee, and the board which members are about to leave. This template separates the two. The service matrix asks satisfaction and importance separately, so you see where resources are misdirected: the elaborate member magazine nobody rates as important, and the legal advice everyone needs and which is overloaded. The questions on advocacy, intention to cancel and recommendation are the board's early-warning system. A URL parameter per section or regional office turns the regional structure into an analysis dimension.

When should you use this template?

This template is a great fit for:

  • Every two to three years as the major member survey before the strategy retreat
  • Before a fee adjustment or a relaunch of the service portfolio
  • Via link in the newsletter, with a URL parameter per section or region
  • As a short version (service matrix and NPS) every year after the general meeting

Every question in this template

  1. 1

    How long has your company been a member? *

    Single choice
    • Less than 2 years
    • 2 to 5 years
    • 6 to 10 years
    • More than 10 years
  2. 2

    How many employees does your company have? *

    Single choice
    • Up to 9
    • 10 to 49
    • 50 to 249
    • 250 or more
  3. 3

    How satisfied are you with the following services of the association?

    Matrix
    Very dissatisfiedDissatisfiedNeutralSatisfiedVery satisfiedI do not use it
    Legal and expert advice
    Advocacy towards politics and administration
    Information services and newsletter
    Events and networking
    Training courses
  4. 4

    How important are these services to you?

    Matrix
    UnimportantLess importantImportantVery important
    Legal and expert advice
    Advocacy towards politics and administration
    Information services and newsletter
    Events and networking
    Training courses
  5. 5

    How well does the association represent your company's interests towards politics and the public?

    Single choice
    • Very well
    • Well
    • So-so
    • Poorly
    • Cannot judge
  6. 6

    Which topics should the association work on more over the next two years?

    Please choose up to three topics.

    Multiple choice
    • Skills and training
    • Digitalisation and AI
    • Cutting red tape
    • Sustainability and reporting duties
    • Collective bargaining and labour law
    • Funding programmes and financing
  7. 7

    Which channels do you use to keep up with the association?

    Multiple answers possible.

    Multiple choice
    • Newsletter
    • Website and member area
    • Events
    • Personal contact with the office
    • Member magazine
    • Social media
  8. 8

    How likely are you to recommend membership to another company? *

    NPS (0–10)
  9. 9

    In the last two years, have you considered cancelling your membership?

    Single choice
    • No
    • Yes, occasionally
    • Yes, seriously
  10. 10

    What should the association change first?

    Long text

From questionnaire to dashboard

The questionnaire produces a dashboard for the executive and the board:

  • Service portfolio: importance against satisfaction: Each service as a dot. Bottom right is where action is needed, left is what can be cut.
  • Agreement on advocacy: How well the association represents interests, as a diverging bar by company size: small firms almost always judge differently from large ones.
  • Topic wishes and intention to cancel: Which topics the association should work on more, filtered to the members who have considered cancelling. The list for the next board meeting.

Go deeper

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Frequently asked questions

How do we find out which services justify the fee?
Through the gap between importance and satisfaction per service. In DataLion you overlay both matrices as a scatter plot: top right are the services that are important and work well, those are your arguments for the fee. Bottom right is where action is needed. On the left are the services nobody would miss.
How do we compare sections or regions without identifying members?
Each section gets its own link with a URL parameter. The value is stored as a variable and available as a filter; the answer itself stays anonymous. For small groups you set a minimum case count below which nothing is shown.
Can we show the results to members as an interactive dashboard?
Yes, via a shared dashboard link members open without a login. You decide which charts are released; the breakdown by section or the intention to cancel stays with the board. For the general meeting you export the dashboard as editable PowerPoint.

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