While gathering member intelligence is the second step in my 7-step Framework for Association Strategy, it should be a continuous process. Keeping your finger on the pulse of the most important people in your organization is integral to success. I have identified five groups of association members:

  1. Board of Directors
  2. Informal Influential Leaders
  3. Members at Large
  4. Potential Members
  5. People who have chosen not to be members
Each group will offer different insights and so should be posed with different inquiries. To learn more about each group, what data they can provide, and why it’s important to reach them, download my report The Core of Association Strategy.