Communications Benchmarking Survey Shows NAFA Trustworthy With Growth Opportunities

Earlier this year, NAFA asked you to participate in the 2011 NAFA Stakeholder Communication Survey, a communications effectiveness survey as a vital method to gather feedback and to see if we are fulfilling your professional wants and needs, while providing you true value. How well is the Association communicating with you in today's constantly changing environment? Did we identify a definitive set of association communication best practices from the collective survey responses? Is there room for improvement and ways to provide you better service and more value during the forthcoming year? So, how did NAFA fair?

Trustworthy and Reliable
First, please accept my gratitude and thanks to all who participated in this survey. Secondly, the survey response was great – and that is so very important, too! 591 Members, Affiliates, and vendors responded to the survey. This translates to a +/- 3.62 margin of error so we know that this information is statistically valid and accurate to that degree of error. Now onto the results and what this means to you and the Association.

The objective of the survey was not only to see how well NAFA was keeping pace with associations of similar membership size and operating budget, but to see how well NAFA is addressing the communications needs of our members and other stakeholders. We wanted to explore the degree to which members were continuing to find value in each of NAFA’s many communications vehicles, as well as any gaps in its product offerings or information coverage. Overall results follow.

NAFA has a wider array of communications vehicles than most associations of similar membership size, staff size, and operating budget. NAFA is more progressive than many of its peers in terms of non-dues revenue focus and keeping advertisers and sponsors satisfied. In addition, the majority of members say NAFA is trustworthy; that it is communicating effectively, on the right frequency, and that each of NAFA’s regular communications vehicles meet their stated objectives "all or most of the time." And despite the large number of communications vehicles that NAFA offers members -- seven publications offered in multiple formats and additional online portals and communities! -- NAFA’s members are regularly reading/viewing its communications offerings at an above-average rate.

A few highlights are:

73 percent of members rate its communication vehicles above average or best in class.
64 percent say communications have improved over the past three years.
There was not a single communication vehicle that the majority of members felt was not delivering on its stated goals.
The frequency of those vehicles seems to be in sync with members’ preferences.

Areas of Opportunity to Improve
Those stats are fantastic. Yet in many respects more importantly, the survey also indicated we have a number of important growth opportunities.

Here are some of the highlights:

About 60 percent of members consider NAFA as number one source of information. While this is good, there’s room for improvement.
More than half of respondents note that NAFA meets or exceeds their specific needs or the specific needs of their staff.
Two-thirds of members locate information fairly well or easily; and, three quarters of the respondents find information quickly. Yet, one third have somewhat of a hard time finding information and still, a quarter of the professionals responding can’t find information quickly enough.
Member respondents informed us that industry news/trends and benchmarking data and statistics are needed more and more – and that these elements are key to your membership.

NAFA is actively working on pursuing and developing improvements so that information is specific to your needs and that information can easily be located and quickly accessed. In addition, we are seeking more avenues to give you needed benchmarking data and more statistics. We know how important your time is and finding information quickly and easily is key to keeping your workday and productivity flowing!

I look forward to continuing to provide more value, more services, and more benefits throughout the coming year! Please "stay tuned"!

Phil