How to Turn Member Feedback Into Action (Without Getting Stuck in the Spreadsheet)

Ever run a member survey… and then wonder what to actually do with the results?

You're not alone. In our recent webinar, we sat down with Angela McDonald from Optimum Contact and Cristiano Lima from MemberBoat to dig into how associations can move from collecting feedback to making real, evidence-based decisions.

Here are a few takeaways that stood out:

1. Start With the Data You Already Have

Before you write another survey question, take stock of what’s already at your fingertips - your CRM, email stats, website traffic, and event feedback are all full of insight. Cris called this “the low-hanging fruit that most organisations ignore.”

Pro tip: Your most valuable data might be the stuff you forgot you were already collecting.

2. Gut Feel Isn’t Strategy

When asked why members renew (or don’t), it’s tempting to rely on internal assumptions or the loudest voice in the room. But Angela reminded us: good strategy is built on evidence.

Data helps remove bias, spot trends, and make better decisions, whether it's updating your comms, refining your value prop, or deciding where to invest your time.

3. Personalisation Doesn’t Have to Be Complicated

You don’t need 30 segments and a chatbot. Sometimes, it’s as simple as adjusting tone and format based on member age, stage, or interest.

One example shared? Using member data to design events with preferred interests, accessibility preferences, or even pre-event networking groups.

4. If You Ask… Show What You Did

Members who take the time to give you feedback want to know it mattered. A quarterly “you said, we did” update can go a long way in building trust and showing your work. It doesn’t have to be perfect...just honest.

Start Small, But Start

Data can be overwhelming. But you don’t need a full research team to make progress. Start by reviewing the last survey, look for one key theme, and turn it into an action. Small wins build momentum.

▶️Catch the replay of the full conversation, packed with real examples, survey tips, and practical advice for turning member insights into action that matters.