Tell them why you want the data

Tell them why you want the data

Because data is so easy to collect these days, there's a tendency to try to collect all kinds of data about our members and customers, in the hopes that "maybe we'll use that data eventually."

One of the (many) problems with this approach is that our members and customers are becoming increasingly wary about sharing data that isn't critical to the transaction at hand. For example, many associations are focused on DEI (diversity, equity, inclusion) issues, and as a result, are asking their members for lots of personal information (e.g., race, ethnicity, gender, sexual orientation). But if the association isn't absolutely clear about how that data will be used, members will be less likely to provide that data.

Case in point: I was speaking at a conference alongside an association executive. As part of the speaker registration form, the hosting association asked for sexual orientation. The association executive speaking with me refused to provide that info, emailing me and asking "How is this relevant?" She wasn't trying to be difficult, she simply was asking "How are they going to use this data?"

When we ask for data that is not directly related to the transaction at hand, we have to be very clear about why we want that data and how it is going to be used. Because if it's not absolutely clear why you're asking, or what the data is going to be used for, many of your members will simply not tell you.

Wes's Wednesday Wisdom Archives

It’s easy to collect; it’s harder to manage

November 16, 2022

It’s easy to collect; it’s harder to manage The beauty of today’s highly configurable AMS …

It’s easy to collect; it’s harder to manage Read More »

Don’t get hung up on something minor

November 2, 2022

Don’t get hung up on something minor I’m a problem solver. I love to solve …

Don’t get hung up on something minor Read More »

Be flexible, especially for unusual requests

October 26, 2022

Be flexible, especially for unusual requests One of the great benefits of off-the-shelf association management software (AMS) …

Be flexible, especially for unusual requests Read More »

“Her eyes were bigger than her stomach.”

October 19, 2022

“Her eyes were bigger than her stomach.” When I was a child, my siblings used …

“Her eyes were bigger than her stomach.” Read More »

Once you buy crap…

October 12, 2022

Once you buy crap… “When you buy something cheap and bad, the best you’re going …

Once you buy crap… Read More »

It could always be worse

October 5, 2022

It could always be worse Because most of us don’t have the benefit (like I …

It could always be worse Read More »

It’s all about managing expectations

September 28, 2022

It’s all about managing expectations I placed an order online on a Friday and the …

It’s all about managing expectations Read More »

Experience is the best teacher

September 21, 2022

Experience is the best teacher Experience is the best teacher. Every one of us has …

Experience is the best teacher Read More »

Don’t ask for what you don’t need!

September 14, 2022

Don’t ask for what you don’t need! Recently I received a bill from a doctor’s …

Don’t ask for what you don’t need! Read More »

It is never done – so celebrate!

September 7, 2022

It is never done – so celebrate! A client of mine recently had their official …

It is never done – so celebrate! Read More »

Scroll to Top