A Comprehensive Research Program to Help NJSCPA Understand What Drives Member Loyalty

A Comprehensive Research Program to Help NJSCPA Understand What Drives Member Loyalty
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In 2007, the New Jersey Society of CPAs (NJSCPA) sought McKinley’s expertise to conduct comprehensive research to measure member needs, engagement and loyalty. A comprehensive research program conducted over six months led to a wealth of actionable information, which was synthesized into new ways to meet member needs.

VALUE TO CLIENT:

A key outcome of the project was the creation of NJSCPA’s volunteer relations department, which organizes all member outreach and engagement. In early 2011, NJSCPA retained McKinley again to update research data and gather fresh information on members’ demographics, perceptions challenges, satisfaction and perceived value. Our resulting recommendations aligned with NJSCPA’s goals to increase membership, to provide value and to understand how the organization can better serve all the various member segments. With these objectives in mind, McKinley recommended a three-pronged approach to membership that combines segmentation, messaging and enhancing offerings.

“The NJSCPA Member Long-Term Needs Assessment Research Project provided a wealth of information with which we can structure future programming to better meet member needs. Over the next years, the NJSCPA Planning Committee and staff will continue to analyze the data and look for alternative ways for members to engage with the Society. We will also continue to reach out to members on an ongoing basis to obtain input on programs and services in order to maximize membership value.”
Ellen McSherry
Associate Executive Director