(Springfield, IL, January 17, 2007) During a recent church service, the story for young children (Do You See What I See by Joyce Poley) told of a young lad who was so much taller than all the other children in his class. He was teased a lot because of his height. Teasing and nicknames from other students made him feel not very good about himself. 

In the story, he was assigned to make the star to go atop the class Christmas tree during an art activity.  His art teacher believed because of his height he would be able to place it on the very top of the tree. When he was able to stretch and put the star on top of the tree he was applauded by his classmates.  He was so excited about their change of perspective he drew a picture of the experience to share with his parents.  His drawing drew very nice comments from them; but they did not grasp the real purpose behind his drawing.  It was not until he shared the drawing with his grandmother that he really got the whole picture himself.

Each parent shared with him what they saw represented in his drawing.  But, because he assumed they saw it the same way he did, he felt they really did not get his message. His grandmother pointed out that everyone who sees a picture brings something of their own perspective to what that picture means to them. 

The surveys we conduct, the focus groups we interview, the meeting or product evaluations we read are all aspects of the young boy’s drawing.  Often we miss the meaning of he member by assuming we know what is meant.  Our challenge is to listen more intently, to watch through that member’s eyes and guide them to a richer understanding of the valuable resources the association offers.

It is in the listening and guiding that we as association staff leaders begin to cement the commitment of the member to what we offer, both in practical advice and professional growth.  This changes the concept of perceived value to real value and increases the likelihood they will continue their relationship with us. 

The surveys, focus groups and product evaluations – what do they really tell us about our membership? Sure if we have been around for a number of years we have a relationship with many veteran members…but what about the group called Millenials? How do we get to know them if we don’t know how to develop a relationship with them? How do we get the real information we need?  How can we design relevance into the organization for them and the generations to follow?  If we build our education offerings, our product catalogs and legislative agendas based on the surveys, focus groups and evaluations and they don’t come – what next?