Understand how your members rate the various benefits your association offers your members. Ultimately, you want to ensure that you are offering those services and benefits that are rated highly by your members so that you are seen valuable in their eyes. Explore other related issues such as:

• What specifically led a member to join the association
• Utilization of benefits and services
• Other associations to which a member belongs
• Effectiveness in addressing member concerns
• Members’ perception of management, board of directors
• Members’ expectations of the association