MEMBER and non-member research
The primary goal of this project for Nebraska Farm Bureau was to sharpen member value proposition to drive engagement, growth and recruitment. Research objectives included quantifying perceptions of value and relevance of membership, identifying what is resonating with members, uncovering perceived gaps in services, and gathering baseline data to track future growth.
Survey impact
500 surveys completions between members and non-members (120% of scoped completions), identifying the most-used and most valued membership benefits
14 demographic data points captured for members ranging from age, gender, decision-making status on farms, commodities and more
20+ unique reasons to become a member were identified with 7+ strong reasons for maintaining membership also identified
