Reflections
Letter from the President and CEO
Meeting Member Needs
FROM:
NOV-DEC 2006 ISSUE
Any member-based organization worth its salt makes a regular point of finding out what its members want, and then develops concrete plans to deliver on those expectations.
That's why I'm pleased to report that this fall
CGA-Canada conducted a full national member survey. For the first time in several years,
CGA-Canada had the opportunity to ask a representative sample of members from coast to coast to coast about their thoughts, concerns, and priorities, and how
CGA-Canada can work to meet their needs.
If you were contacted, we thank you for taking the time to give us your opinions. As the national voice for the CGA designation, it's essential that we hear from you directly to better reflect on how we are doing and what we should be doing in the future.
The world is changing rapidly and professional organizations cannot afford to rest on their laurels. If we are to succeed, we must be responsive to market forces and to changes in our professional landscape. What may have worked for us in years past may not be what is required today. Just like any company that relies on its customers' loyalty to drive sales, our association must retain its member loyalty and continually improve products to meet changing member needs.
Our survey was conducted by the market research company Synovate, a firm that has, in the past, assisted us and other CGA affiliate organizations with research projects. This survey was designed to complement the regular member assessments conducted by many of the provincial/territorial CGA affiliate associations.
We went to the field in the last two weeks of September and asked a series of questions focusing on:
- The changing demographic profile of our membership
- The value members place on their CGA designation
- Members' priorities for CGA-Canada's range of activities and services
- Member preferences on our advocacy and research focus
- Promotion of the CGA designation
- Communication
As we go to press with this issue of the magazine, we are analyzing the results of the survey and will report back to you early in the new year.
The information we've gained will be extremely useful and your thoughts and insights will assist us in drawing up fresh tactical plans to support the achievement of our new strategic goals in the years to come.
As I noted in this year's annual report, the CGA designation is experiencing strong and vibrant growth.
CGA-Canada's reputation and impact on the national and international stage have never been stronger.
In this environment of growth and expansion, staying in close touch with member concerns is more important than ever and will surely be of benefit in ensuring that we remain focused, relevant, and innovative.
After all, who better to tell us what we need to know than those closest to the action — our members from coast to coast to coast.
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